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Reasons Why Big Brands Reluctant to Invest In SEO Part 2
The second reason given by Callow, which is personalisation and tracking, starts where we ended in the last post. They want actual figures. They want results to be quantifiable.
The problem with this is that when explaining SEO to the big companies those without search background generally have a difficult time grasping the idea that not all of the pages in their site can do well with each and every keyword they demand you optimise the page for them. This is especially true if they are asking you to optimise broad and highly competitive terms. It is difficult to explain why you might want to focus on optimising the landing page and other major pages in order to simply point customers to the specific product pages. Because of this your job is to be able to convey the information they need in a way that can be understood. This also means showing them ways in which results can be tracked, giving an explanation on why a certain SEO strategy will result in optimal revenue, and doing all this in terms they can understand. A really tall order but doable to SEO/SEMs that have experience optimising with company sites.
to be continued…
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