Is it an absolute must for large companies to optimize, promote and market their websites ?
Not really. The amount of direct hits they generate on own 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 SEO is an in-house process improving user-experience in websites !
Whereas Off-page optimization involves promotion on the crawlers as well as social media.
Just to clarify – SEO is Organic Search Engine Optimisation itself.
There is a difference between natural and inorganic result listings though.
Need For SEO By Big Scale Enterprises
Large companies understand the obligation of website 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 entrepreneurs want more and are unable to procure further clients.
The problem may be in generating enough through the current network or within own city or through whatever publicity modes one employs.
A website is the best marketing tool in such cases like :
1. There is a desire for reaching out to consumers from distant locations.
2. Obtaining a set of clients which one does not even knows that exist.
It’s not that old fashioned forms of advertising dont work. They do too.
Traditional publicity modes have their 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 websites.
However, with well-established brands, the urgency for On-page Optimization and Off-page optimization of websites, depends upon :
A. The nature of professional activity.
D. Goals and other factors.
In fact, big businesses which have non-mobile customers, may or may not lose any substantial market share if their websites are 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 SEO 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 the search engines, one needs to first improve operations.
So, website 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-page SEO and Off-page Optimisation.
Though all three procedures are inevitable, but the first two steps, are in particular, more important.
A website would be considered well built, if the second** activity is carried out.
And properly optimised, if the third*** step is implemented.
One can save a lot of effort if employing modern avenues of marketing.
A non-optimized website is as good as an online brochure and useless actually.
Major enterprises have web pages which are improvised for high volume keywords.
Some tips for optimization of websites in such cases :
- Try to keep the 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 websites require :
- Topic specific and quality content.
- Appropriate page titles.
- Proper meta tags and descriptions.
- A balanced keyword density.
- Bonafide and detailed information.
- Easy navigation.
- Useful external and internal links for references.
- Topical words in the text body.
- A clean interface to empower a placement within natural listings with Google Featured Snippets !
Tips on the necessary tasks for internet promotion – Above : by Mallery Online Marketing
In fact, it might prove counterproductive vis a vis a website’s popularity, if the priorities are reversed, i.e. in cases where one gives the last priority to the first* step, keeping the third*** procedure as the foremost.
It is imperative for medium and small enterprises to try and establish a market reputation.
A combination of On-page SEO and Off-page optimization is the best way to achieve such a goal.
Promotion through websites saves a lot of time, expenses and resources which you would spend otherwise on old-fashioned methods of advertising.
Until businesses understand that the first thing they need for publicity is a website, not a sales manager – they will keep spending too much on traditional marketing.
One would also find it difficult to compete with competitors employing modern modes of promotion, in such a scenario.
It’s not that an search engine optimization 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.
SEO does not necessarily mean improvement for the crawlers.
It is actually a process for web pages to be customer-oriented too, by default.
Websites 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 feel are the ones which can be considered as as ideal.
Such are the kind of web pages which are inevitably appropriately-produced for the robots as well as users and help in sales generation too.
It is not impossible to find websites owned by well-established brands, which are non-optimized for the crawlers but still carrying high web rankings on Google and Bing.
And why would any large company fail to implement the third step as they are aware of the importance and the need for SEO.
They know that marketing through websites is more powerful than advertising.
SEO explained by Common Craft and Search Engine Land – Video Above : Engaging words, page titles and fresh content are the ingredients of good websites, helping in producing useful results on SERP’s.
While working on On-page SEO, remember that :
- The URL Address,
- Main Website Title and
- Page Headlines should contain the top keyphrase to improve chances of better positioning in natural listing results.
Organic optimisation is the key because the robots display only quality websites having 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 lead conversions.
Create topically relevant outgoing and internal links inside all pages and test if your website is mobile-friendly.
Be careful with the distance, frequency and placement of primary and secondary keywords, during the optimisation exercise.
Feel free to view below, video by Google India, explaining how online marketing helps in increasing sales turnover and revenues for businesses :
Traditional advertising is the most commonly used medium for sales.
However, as per a reformed global professional atmosphere, it is a mistake.
One should first start with :
- Making a Website.
- Applying On-page SEO.
- Use Off-page Optimization avenues on social networks, webmaster tools console and Map Listings.
- Search Engine Marketing 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 need to change the order depending upon the nature of activity, because every corporate has a unique character and a seperate type of buyers or clients.
Having said that, the ones cognizant of the need for SEO would be better-off using the strategy above.
So in order to put the horse before the cart, instead of going the other way round, it is recommended to give importance to the pattern above.