SEO consulting for big brand companies with web sites of more than 10,000 or 15,000 pages involves certain unique types of search engine optimization problems. The main problems can be summarized in the following:
1 – Inefficient content management system:
The main problem in most cases lies in the web content management system or how the programmers, webmasters and marketing staff have used to manage the site’s content over years. Usually there are a lot of duplicate pages, broken links, missing title tags and many other coding mistakes.
SEO consultants must carefully analyze the whole website and recommend the proper solution to each situation.
2 – Website design and architecture:
Large businesses have a tendency to build very expensive great looking web sites that are not search engine friendly. SEO consultants should concentrate on building a perfect SEO soloing architecture for the whole website and rearrange pages into thematic groups, with proper internal linking.
3- Flash websites:
Flash websites are very attractive to human visitors but they provide very little information to search engine spiders.
4 – Poorly optimized templates:
Large brand sites usually use a template style of optimization by creating one or more optimized templates and then using their huge database to populate each page with the unique information relevant to that page.
The problem can start with how the templates are designed to display, use and reuse the content. A poorly optimized template or a minor glitch within a web site which contains millions of pages can grow from being a minor problem in the beginning to a huge disaster that will prevent search engine spiders from crawling or indexing thousands of pages with great loss in ranking and visibility.
Early detection of these minor problems or glitches will save a lot of time and energy.
5- Lack of relevant keywords in page content:
Big brand companies usually ask “creative” writers to add content and title tags to their pages. These talented writers produce very attractive page content that lack most of the relevant keywords. This type of content is good for the human visitors but has no value at all to search engine spiders. Consequently, these impressive pages will never be found in any search engine results and the thousands of targeted customers looking for these products will never come across these pages.
6 – Dynamic URLs:
Most Large websites use dynamic URLs that lack any keywords. Google and other search engines definitely index these pages but they lose much of their SEO value when there are no relevant keywords in thousands of URLs.
7 – Multiple web sites and duplicate content:
Duplicate content in large sites is usually caused by using and reusing the same content over and over again in different pages.
Moreover, large corporate companies usually create many similar websites and use the same pages on different sites. Duplicate pages on different websites are a more serious problem than duplicate pages on the same site. Google will either demote these sites, parts of them or even take a few of these websites out completely from Google’s index.
8 – Wasting time and energy on multiple websites:
Big corporations with multiple websites usually waste much time and energy to maintain the content and link popularity of these sites. Wasting any time or money on these websites will reduce the ability of the main website to compete with other sites for the first page.
There are a few situations that may need more than one website for any company, but generally speaking this is not the ideal situation.
9 – Bureaucracy:
Large companies that have websites with thousands of pages usually have so many people involved in developing and maintaining these large websites.
Any SEO recommendation will typically need a whole series of approvals before any changes can be made. There will always be a lot of bureaucracy, delays, refusals or at least resistance to implementing every SEO recommendation at on level or another.
10 – Priorities:
Most of the executives supervising big websites have not put much thought into search engine optimization. They always had achieved their marketing and sales goals with traditional marketing techniques. They usually do not see SEO as a priority to improve sales. One of the main priorities of an SEO consultant is to convince top executives of the significant effects of Search Engine Optimization on improving traffic and sales. SEO consultants must motivate the company executives to apply an aggressive search engine strategy to achieve first page positions for their relevant keywords in the shortest possible time.
11- Inability to follow up with the latest trends in SEO techniques:
Google changes its algorithm more than 400 times every year, which comes to more than once every day. In a large corporation, every member is busy doing his or her daily duties and activities and has no time to follow up on the latest in the world of search engine optimization. SEO consultants must arrange for continuous education of all the staff involved in the SEO plan.
12 – How long would it take to achieve top search engine placement:
Company executives are usually impatient to see results and success. Explain to every body that SEO consultants have no control on Google spiders or Google algorithm. It takes as long as it takes.