Is it an absolute must for large companies to optimize, promote and market their websites ?
Not really. Amount of direct hits they generate on web pages, are enough to impress Google, Bing or MSN.
However, even after already reaching a dominating position, professionals do optimize their websites, to maintain higher growth levels.
Brand building is a common exercise undertaken by big business houses.
No one can afford losing customers and online promotion ends up being a part of the entire process.
On-page optimisation is an in-house procedure improving user-experience in websites.
Whereas Off-page optimization involves promotion on the crawlers as well as social media.
Just to clarify, when you say : Search Engine Optimisation, then it is self-implied that such an undertaking is “Organic” in nature.
There is a difference between natural and inorganic result listings though.
Need For SEO By Big Scale Enterprises
Large companies understand the obligation of optimisation but they know that it is useless unless they are good at what they do.
Likewise, to attract new and untapped buyers from remote areas, online marketing is an important requirement for any company.
One may feel quite happy with the amount of business one has in-hand.
But sometimes when entrepreneurs want more and are unable to procure further clients, evaluate mediums such as internet promotion.
The problem may be in generating enough through current network or within own city or through whatever publicity modes one employs.
A website is the best marketing tool in such cases like :
- There is a desire for reaching out to consumers from distant locations.
- Obtaining a set of clients which one does not even knows that exist.
It’s not that old fashioned forms of advertising don’t work. They do too.
Traditional publicity modes have own benefits and a place in the entire business promotion sphere.
Maintaining a user-friendly site gives an advantage over competitors having non-optimized or mobile-unfriendly content.
However, with well-established brands, urgency for On-page SEO and Off-page Optimization of websites, depends upon :
- Nature of professional activity.
- Goals and other factors.
Big businesses having non-mobile customers, might or may not lose any substantial market share if their content is only partly smartphone-responsive !
But still their websites are fully cellphone-friendly, rendering the best possible user-experience.
Such sites achieve a high visibility on Google and Bing organic listing pages.
However, that advantage of optimisation in some scenarios is superfluous in the end, as the topmost service wins.
No matter how much you enhance, promote or advertise for bettering online positioning on crawlers, one needs to first improve operations.
So, optimisation being the last step. Factors which matter in descending order of business progress are :
- First* -Improving efficiency levels of your own profession and satisfying buyers.
- Second** – Developing an audience-oriented website.
- Third*** – On and Off-page Optimization.
Though all three procedures are inevitable, but the first two steps, are in particular, more important.
A website would be considered well built, when the second** activity is carried out.
And properly optimised, if the third*** step is implemented.
One can save a lot of effort when cognizant of the need for SEO and employing modern avenues of marketing.
Non-optimized content is as good as an online brochure and useless actually.
Major enterprises have web pages which are improvised for high volume keywords.
Some tips on optimizing websites :
- Try to keep key phrase density lower than usual.
- Aim to develop extraordinarily high-quality and relevant content.
- Opt for LSI keywords instead of secondary ones.
Urgency For Optimization Of Websites For Visitors
Top class optimized websites require :
- Useful external and internal links for references.
- Topical words in text body.
- Easy Navigation.
- Bonafide and detailed information.
- A balanced keyword density.
- Topic specific and quality content.
- Appropriate page titles.
- Proper meta tags and descriptions.
- A clean interface to empower a placement within natural listings with Google Featured Snippets.
It might be counterproductive vis a vis a website’s popularity, when priorities are reversed, i.e. in cases where one gives the last preference to first* step, keeping third*** task as the foremost.
It is imperative for medium and small enterprises to try and establish a market reputation.
A combination of On and Off-page optimization is the best way to achieve such a goal.
Online promotion saves time, expenses and resources which you would spend otherwise on old-fashioned methods of advertising.
Businesses should understand that the first thing they require for publicity is a website, not a sales manager.
Or else they would keep spending too much on traditional marketing.
Until becoming cognizant of the need for SEO, one would also find it difficult to compete with competitors employing modern modes of promotion.
It’s not that an optimized portal comes at a cheap price. It’s quite an expensive service.
But one would probably spend that much in just one week in displaying own product in any trade exhibition or maybe for some business touring.
Website improvisation does not necessarily mean improvement for the crawlers.
It is a procedure which is more focussed on making in-house content to be user-friendly and customer-oriented.
Web pages empowered through or having :
- Relevant headers.
- Appropriate design.
- Topical images.
- AMP-friendly elements.
- Unique and fresh blog posts.
- Informative, simple to understand content.
- An overall responsive interface, are the ones which can be considered as near to ideal.
Such is the kind of matter which is inevitably produced for the robots as well as users and help in sales generation too.
On-Page Optimisation For Well-established Brands
It is not impossible to find websites owned by large companies, which are non-optimized for crawlers but still carrying high internet rankings.
And why would well-established brands to implement the third step as they are aware of the need for SEO ?
They know that promotion through websites is more powerful than advertising.
Engaging words, page titles and fresh content are ingredients of good websites, helping in producing useful results on SERP’s.
While working on On-page Optimisation, remember that :
- URL Address.
- Main Site Title.
- Headlines should contain the top keyphrase to improve chances of better positioning in natural listing results.
Organic site optimisation is the key because robots display only quality content and valuable information within their natural listing result pages.
Such websites encourage the audience to browse within.
And one needs to create a positive impression with the user for improving lead conversions.
Create topically relevant outgoing and internal links inside all pages and test if your content is mobile-friendly.
Be careful with distance, frequency and placement of primary and secondary keywords, during optimization of websites.
How online marketing helps in increasing sales turnover and revenues for businesses !
Traditional advertising is the most commonly used medium for sales in many countries.
However, as per a reformed global professional atmosphere, not realising the need for SEO is a mistake.
One should first start with :
- Making a website.
- Applying On-page Optimisation.
- Engage in social media publicity, use the webmaster tools console and create online map listings.
- SEM vis a vis Google Ads and Bing Ads.
- Social Media Promotion on YouTube Channel, Facebook Advertising, Pinterest Business, LinkedIn Sponsored Ads and finally opt for traditional publicity.
However, one might require changing the order depending upon nature of activity.
Because every corporate has a unique character and a separate type of buyers or clients.
Having said that, the ones cognizant of the significance of optimized websites would be better-off using same strategy as above.
So to avoid putting the cart before the horse, it is recommended to give importance to optimization of websites in the very beginning.