Many corporations are looking to Search Engine Optimization to more efficiently target the marketplace. Budgets have been trimmed, even slashed, for traditional marketing approaches such as TV / Radio, Print, Direct Mail, Telemarketing, etc. All of these approaches are “outbound” relying on mass media or mass coverage with the hope of converting a micro percentage (less than 0.1%) of those actually buying something. At the same time online marketing budgets have been increased, even during these tough economic times.
Even online, corporations have tended to use Sponsored Search, also known as PPC to attract business and gain market share. PPC or Pay per Click refers to the ads found on the 1st page of Google organic results (2-3 at the top and several along the right side). The benefits of PPC are pretty obvious as corporations merely bid on those keywords / phrases they find to be most relevant, create ad copy or Adtext and link the ads with relevant landing pages to drive business.
However, corporations are turning more now to SEO. Why? 85% of all online searches do NOT result in a paid click. So why should a corporation spend 100% of their search budget on only 15% of the marketplace? Corporations realize that the action is in organic search because this where the searchers are clicking … and in a nutshell you have to justification for Corporate SEO.
Corporate SEO is really no different, at its core, than all SEO. You must have all on-page elements that everybody talks about i.e. metatags, title tags, etc. You also must have a great content generation and syndication strategy to generate the highest quality backlinks possible. However, depending on the size, scope, diversity of the corporation, there are additional more complex / sophisticated issues to consider:
* Site Organization
* Multiple Websites, Sub-domains
* Multiple Shopping Carts
* Inter-linking strategies
* Database Management
* Customer Service / Live Chat / Technical Support
* Content Management Systems
* Customer Email Policies and Procedures
* Coordination of in-house personnel
* Outsourcing to an Internet Marketing Company
Corporate SEO provides a great opportunity for companies to transform from decidedly costly inefficient marketing tactics, primarily outbound, to a highly targeted inbound marketing approach that seeks to be found in all the right places … mainly “Main Street on the Internet” … page 1 of Google.
Are you seeking to focus your time and budget more towards inbound vs. outbound. Contact us for an initial no-obligation consultation.
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Click here to read the rest of Corporate SEO. If you enjoyed this article, you also might like our other stories about Internet Marketing Company.
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