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Went Hot: Nov 07, 2008 - 04:44 pm
Posted By: Jill 497 Days ago
Source: http://searchengineland.com
Category: SEO
Historically, big brands have not put much thought into SEO, as it never seemed necessary. Typically, as long they were found in Google for their brand names, they (and their C-level execs) were happy. However, the level-playing field of the Internet and seeing what smaller companies are able to do with SEO have caused many big brands to start taking notice. The problem is that SEOing a big brand site is not the same thing as optimizing an ecommerce site.
6 Comments
Comments
Great stuff, as usual. Do you find that offsite link-building is challenging for big brands? Do you ever run up against the attitude from webmasters that big brands don’t need any additional help "unleveling the playing field"? Do you tend to choose keywords that are "brand-important descriptor+generic product" for larger brand clients? Like for the LO’L example, "spreadable butter" (one of their specialty products with tight competition) as opposed to "butter"?
I agree with you about the ego. There companies out there who rely on their brand but aren’t actually working on making it visible online. I think the idea is "We’re the best/biggest company for this product/service, so we’re fine" - and then are amazed when little companies start competing with them.Your competitors on the web are not necessarily the same ones as in the real wold.
Excellent article Jill. Thanks!
Jill, Beautiful....just Beautiful.... ty.
SEO and branding often seem to be at loggerheads, just as content for visitors and for spiders sometimes seems to be. It’s true that eCommerce does not have to worry about branding, but major companies do. Much of what Jill writes can also apply to professionals, such as consultants, coaches, speakers, attorneys, etc., who also need to promote their brand (reputation and name) as much as "divorce attorney Denver" or some such search phrase.
Big brands can often benefit from ranking for product related keywords, both short and long tail. This is because all big brands have competitors and people often search descriptively for various products.