Big businesses in Singapore and across the world face the same problems in delivering organic search engine results. They are continuously faced by the need to be more reactive, which disrupts a well-established pattern of practice within the industries.
This is not to say that their smaller counterparts are protected. However, larger enterprises have to dedicate more towards gaining brand equity and above-board advertising practices if they are to survive – much more than the average SMB. Below are three challenges large organizations must surmount in order to remain relevant in the market in 2015.
1. Management of on-site changes
Site development is hardly new, but it is more difficult now because those coveted links are much harder to find, unlike before when the effect of major changes was masked by acquisition of many more links. Without dedicating a huge chunk of resources, you simply can’t get the same number of links you could a few years back, and the ROI is much smaller now.
This is why many enterprises have turned to press release campaigns for back linking, since this is something they can do on their own. Unfortunately, changes will have to be made at some point if relevance is to be maintained amid changing environments everywhere. For instance, ensuring mobile-friendliness is no longer optional and given the upcoming migration to https://, enterprise SEO departments have their work cut-out for them.
Most important, improvement of site-user engagement, which is among the top-most ranking factors, will require lots of input from everyone –designers and developers to information minds, content writers and SEO marketers – to ensure this stay up to par.
2. SEO vs. PR
For most enterprises, link-building is a PR department task, along with social promotion and blogger communication as well as press relations. This can become a recipe for disaster for the SEO agency hired if steps are not taken to keep it under control. This is because what PR offers is exactly what pleases Google – active relations.
The bigger challenge comes where content marketers and SEOs end up being shut out, unaware of what the PR department is doing, especially in the more established firms where the PR department is as old as Methuselah himself. However, with increased communication and a clear separation of roles, the two departments can learn to co-exist because once the PR and SEO team are integrated, half the problem is solved.
3. Insufficient search data
The role of the SEO industry is ill-understood within the larger conventional enterprises, who consider it as nothing beyond the traffic contributed by a few well-placed keywords. Without this data, it’s becoming increasingly difficult to convince senior managers that SEO is a necessity, now that there are no figures to prove productivity.
With other forms of internet marketing, namely PR, content marketing and social media marketing, there are outright deliverables that can be used as justification for expenditure. Links, in and of themselves, speak out for effort made, rather than being a means to an end. However, data related to traffic sources is scarce, and with the explosion of apps and mobile browsing, along with the soon-to-be implemented secure https://, things are not going to be better in the future.
All is not lost however. Through its click-through rate information, Google Webmaster Tools allows for some near-accurate estimation of traffic even in the absence of keyword data from Google Analytics.
Despite the challenges, SEO for big businesses is still highly rewarding, and once more flexible working practices are implemented to overcome the aforementioned challenges, enterprises in SEO can grow further in 2015.