While the basic principles of SEO strategies are the same for most websites, there are certain techniques and strategies on which SEO consultants need to emphasize more when optimizing big brand web sites. An SEO consultant when selecting between different SEO services for big brand websites should apply meticulous planning and proven strategies that must be tailored to the specific needs of every web site.
1 – Establish your Authority:
Big brand web sites must establish their expertise in the field they are serving. Authority is recognized by both human visitors and search engine spiders by proving that their websites are the source of valuable information in their fields. Big brand websites must contain many pages dedicated mainly to providing useful knowledge to their clients. It can be in the form of a glossary of terms, frequently asked questions or tips and advices to their customers. The content of these pages must be of high quality and perfectly optimized for different keywords.
2 – Create semantic theming and siloing:
It is vital to create semantic theming for big brand websites by rearranging their pages and their internal link structure to represent clear categories that can be easily recognizable by both human visitors and search engine spiders.
An SEO consultant should divide the pages of the website into categories or groups. Each category must contain pages with closely related subjects and keywords. For each category there should be an index page where all the other pages of the same category will link to and the category index page will link back to them. Each category index page must have at least 5 – 10 pages from the same category pointing links to it with different relevant keywords as anchor text for these links.
Each category index page will link to the home page and the home page will link back to this category index page. You can create cross links between pages of the same category, but not between pages of different categories.
This type of internal link arrangement will increase the topical relevance of every page and improve its search engine rankings.
3 – Review and clean out pages that are off topic:
After establishing the theming structure of the website, review every page and rewrite it removing all information that is not related to the specific topic or category where this page belongs to.
4 – Number of indexed pages and content:
SEO Consultants should match the amount of indexed pages and their content in big brand web sites to the amount of indexed pages and their content in the competitor’s websites. If the pages of the competitor’s websites have 500 words each, you should not have only 100 words in each of your pages. Your competitor’s websites will look more authoritative.
5 – On-page optimization:
Proper on-page optimization will put the most relevant keywords where the search engine spiders go looking. Use long-tailed keywords as frequently as possible in the different pages according to the semantic theming of the website.
6 – Rewrite title tags and description metatags:
Big brand websites with thousands of pages usually have many duplicate title tags and description metatags. Rewrite unique title tag and description metatags for every page using keywords relevant to every page to enforce the new theming design of the whole website.
7 – Improve HTML Code:
Over years and with many modifications and additions, the big brand websites usually accumulate a lot of bad HTML coding. Clean up the code and make all links absolute as this gives the pages more relevancies when visited by search engine spiders.
8 – Add footer links:
Using links in the footer of the pages is an effective method to strengthen the anchor text for the main pages and enhance the themic structure of the whole website.
9 – Finish on-page optimization before starting off-page optimization:
Do not attempt to do any off page search engine optimization before you finish on-page optimization to a reasonable level. First fix the content and internal linking structure as much as you can. It does not make any sense to get more potential customers or search engine spiders visiting a big website which is completely messed up.
10 – Build high quality back links:
One of the biggest challenges to any SEO consultant is to acquire high quality back links from respectable sites. SEO consultants must avoid buying links that will lose its value over time. They should concentrate most of their energy on getting such links from relevant websites and ask for anchor text relevant to their subjects.
11 – Combine organic SEO campaign with PPC:
Combine organic SEO campaign with different forms of paid advertising like paid placement, contextual advertising, and paid inclusion in different search engines.
12 – Implement a perfectly optimized blog on the web sites:
Big brand websites need at least one blog to engage its customers more in their news and events and to drive more relevant links to the pages of the main website. Many big brand companies have more than 5 well maintained blogs.
Continuously add new content to the blog to increase spider activity which will spread to the whole site. It will also attract a steady stream of readers and potential customers.
13 – Social media marketing (SMM):
An SEO consultant providing SEO services to a big brand company must establish a strong presence of this brand name in different social media sites like Twitter, Facebook and LinkedIn. He should also encourage sales and marketing personnel to get involved in the discussions around their brand, products and services.
14 – Reputation management:
SEO Consultants should consistently monitor the brand reputation on the internet to take quick actions so that they can solve any problems mentioned by customers in any website. There are different software programs available to enable companies to monitor and track any mentioning of their brand on the internet.
15 – Publish highly optimized press releases:
Big brand companies should regularly publish highly optimized press releases about different activities, events, new products or services. This will emphasizes their authority and enhance visibility.
16 – Monitor and track your progress:
SEO consultants must have a set of tools to allow them to monitor and track their progress in the different aspects of their SEO campaign and to detect every possible change in the progress of their search engine optimization planes. Start by establishing a base line to know where you are concerning ranking, link popularity, convergence rates and other metrics.
Creating an aggressive search engine marketing (SEM) campaign for a big brand website with tens of thousands of pages usually needs a meticulous SEO plan that takes all search engine optimization problems into consideration. An SEO consultant should continuously interpret and evaluate the results to adjust his strategies accordingly.