Semalt SEO Projects For Large Companies And Strong Brands

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Many of the largest companies lack knowledge about SEO and search engine optimization. They get a lot of visits from their brands and direct visitors, so they do not have to struggle to get visitors to their website like a brand-new startup company needs. 

A company operating in a mature industry has well-established sales channels and often a sales force, and may not have always relied on its website as its primary sales channel. But what happens when new digital players compete with this type of business? To be successful, SEO projects in large companies must be rooted in management, and they lead to improved Google rankings and increased traffic. These projects often involve cross-functional teams and focus on a data-driven approach.

We have conducted training for some of the largest companies and communications departments, executive teams, and marketing teams on SEO and how to think about making your website more visible. When we work with large companies, we often tailor workshops to the challenges they face and primarily discuss the processes. 

How does your website work?

Maybe today, you hire an SEO company or work in-house with SEO but are dissatisfied with the results. Our experience is that many major brands have never even thought about what words could drive traffic to their website or never conducted an investigation into how their website works and what technical problems it may have.

What parts does the SEO project consist of?

Navigating Through Departments: The Key to Making Impactful Changes in SEO - Moz

SEO projects and action plan: each project in search engine optimization is unique and consists of a variety of activities, and what is most effective to put resources on depends on the website. SEO is often an ongoing work where a great focus is on reports and prioritizing low-hanging fruit. We always show detailed reports, audits, statistics, and analyzes of the work that is done.

The strength of a website varies depending on the brand, links, and how the information on the site is built and structured.  This means that an SEO project for a well-established brand has a different focus than a newly started and thus unknown website. In larger companies, they need to ensure that they have links to product-specific pages and important sub-pages so that they can increase their sales. They also need to make measurements with and without the brand. For their links, they can process their resellers and contacts that already exist in their natural business environment.

In addition to brand awareness, B2B companies have completely different needs than B2C companies regarding content marketing. B2B also has a greater focus on reaching the right decision-makers (CEO, marketing manager, purchaser, human resources manager, etc.).

We start with an analysis of the current situation and prioritize different activities

In our SEO projects, we always start by mapping the website's search engine optimization and making priorities around various activities. In a large company, there are already content editors who write editorial texts. Among the activities we look at, are the visibility that the website currently has, how the site is indexed, and if you have lost a lot of visitors at certain times. There may also be keywords and pages that have no visibility at all.

Smart reports in SEO and analytics mean that you can develop the website all the time. You also get benchmark reports on how your site is performing against your competitors.

Our reports will give you an in-depth analysis of your digital marketing and online presence. We also look at the effectiveness of your external agency or marketing department. It is necessary to be sure of the quality of the SEO work, as poor SEO can pose major risks to your business. Our report with the Dedicated SEO Dashboard reveals if you use black-hat techniques or any dubious unethical methods and advice on how to proceed and fix any damage.



The SEO process consists of different parts

Project management in SEO

Project management is one of the skills that employers have sought most in recent years. But we are still talking about projects of general importance when working in SEO, and it is necessary to use certain SEO methods and productivity tools.

If it is a larger organization, it is common to use Trello, Slack, or some similar tools and distribute different tasks between ourselves and project participants within the organization. It can be editors, marketing departments, or developers in the IT department. The advantage is that the project becomes completely transparent and different departments see what is being done.

Areas in which an SEO project can be divided into:

Challenges with search engine optimization for strong brands

What does the site look like, and how do you want to attract customers? To work with search engine optimization for a larger company, it is necessary to gain a business understanding of what the company or organization's business looks like and where you make money and get customers.

The importance of measuring links and digital PR

A listed company with a strong brand with many websites has completely different needs than a new company that may not even have any links pointing to it. External links are important and show that you have good content, but bad links can even damage your site so it is important to identify the right links and be able to scale up the links that go to the site through quality links with high authority and preferably within the same niche. The links also need to go to the most important pages. 

Search behavior analysis as an engine in the content strategy

Then it may be time to do a search behavior analysis where we look at the words that you rank on, how well the company ranks, and find keywords with larger volumes, which leads to more traffic. Read more about search behavior analysis with the DSD tool.

KPIs and key figures that measure the website

Setting up effective KPIs and continuously measuring the website and comparing one's website to competitors is necessary to see how the site works and be able to quickly take measures that improve the market position.

Quality assurance of the website

Large companies have had their websites for several years and they have been running without quality assurance, which means they are breaking many technical SEO rules. It's not uncommon for them to have duplicate content from development servers or pages that have been deleted. For well-known companies, links are rarely an issue, but there may be subpages that have no linking power or pages that are simply not indexed.

You know all of this by now, but as a marketing manager, CMO, or CEO, you will want to allocate resources in the best way possible to get the optimal marketing budget that increases your sales. Here's how to optimize your marketing budget.

How to make a marketing budget for your company?

As a marketing manager, CMO, or CEO, you want to allocate resources to achieve an optimal market budget that increases your sales.

It's not uncommon for marketing departments to have limited resources to do their job and to view it as an expense rather than a business operation. Therefore, it is necessary to be able to measure marketing results and generate revenue and ROI within the constraints of available money.

It is, therefore, necessary to track costs and gross margins, i.e., what you get back on the marketing costs incurred. Other important elements are measuring different types of key performance indicators (KPIs) and setting clear goals for the business.

Examples of costs in the digital market budget


Media spend on Google Ads
Media spend on social media
SEO Consulting
Many companies reduce their expenses in a recession, especially in marketing, where it can be easier to cut costs. Both Google and Facebook report significantly lower advertising revenue when marketing costs decrease during a business cycle.

Important to keep in mind when making a marketing budget

If you need to learn more about the subject of SEO and website promotion, we invite you to visit our Semalt blog.