Why Don't Big Brands Have Good Search Engine Optimization?

Apr 16, 2008 • 9:50 am | comments (4) by twitter | Filed Under SEO - Search Engine Optimization
 

The SEM Insights blog discusses four reasons why big brands don't have good SEO. They are:

Requirement: ease of maintenance: Therefore, they may not be using CMSes that are SEO friendly.

Requirement: personalization and tracking: They need quantifiable results, but they don't understand that search results are going to display the most applicable page to a search query and that that every related page probably won't rank in the top 10 for a search.

Requirement: language: Big brands often serve content to different countries under a single TLD. The problem is that when people in different companies search for in-country results, they won't locate the big brand.

Corporate policy and legal issues: The last thing is that it takes forever in big brands to get things done. To put it simply, there's way too much bureaucracy in the corporate world.

At Sphinn, the discussion continues. Forum members believe that sometimes they'll take the easy sale (an ad representative with a solid presentation) and ignore SEO (especially since they have the money to afford PPC).

Another thought is that they're just so used to doing what they're doing that change is difficult. Indeed, the IT department makes things difficult. Their mantra: "if it ain't broke, don't fix it."

Additionally, some copywriting just sucks. Some people just won't use keyword-rich text because they want to sound more professional and that prevails over search friendliness.

What big brands need is a shift in thinking. Unfortunately, they need to kick it off if they're serious about it.

Forum discussion continues at Sphinn.

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Comments:

Mike Chipman

04/16/2008 05:24 pm

Big brands usually farm out website development to an ad agency, which usually means a flash site -- form takes priority over function.

No Name

04/17/2008 02:06 am

most big brands still rely on ads and PPC campaigns rather then SEO. They usually want instant results vs. long term.

Chris Baggott

04/21/2008 06:04 pm

You hit the problems right on the head. The issue is however the tools. You can't blame the companies...they are what they are. You understand how you need to work with them...but the traditional blog tools like wordpress or typepad are just not built with corporate needs in mind. Best, Chris Baggott CEO/Co-founder Compendium Blogware www.compendiumblogware.com

na

07/24/2008 05:19 am

Thanks for the comment, but where you fail to reach that true "expert" level in your strategy is in ethics. When you hire someone to do the work for you - especially when you're selling it as your own - you need to pay the people you hire. I know you're in collections now, but maybe in the future you'll add ethics to your strategy.

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