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Preparation of an SEO strategy and its implementation is a complicated and multi-stage process in which many factors are important – the specificity of the website, form of business, type of industry, business goals, etc. Positioning a small business will differ from that of a medium-sized and larger business, for example due to different budgets that will affect the scope and pace of activities, even though some basic optimization will be comparable. How to develop an effective SEO plan taking into account the size of the company? What should you pay attention to so that the return on this investment turns out to be satisfactory?
How is small business positioning different from large company SEO?
If we compare small and large businesses in terms of SEO, there are some fundamental differences. In the first case, we will certainly have to face some limitations. Minimizing costs, looking for your own niche in order to limit competitiveness – such aspects will play an important role at the stage of building a strategy. In the second case, we will be dealing with competition between giants in a given industry, which will also be associated with many challenges. Positioning a small company will differ from the positioning of a large one due to:
- Another selection of keywords – competing in positioning for the most popular phrases is unlikely to be effective in the case of beginners, small enterprises, a better solution will be, for example, a well-thought selection of long tail phrases that will allow you to reach, admittedly, a smaller number of recipients, but those who they will be more decisive. In turn, in the positioning of a large company, phrases can be more varied, also partially general.
- Different link building strategies – it is obvious that a larger company will be able to afford a wider range of activities in the field of external linking – more sponsored articles, expert content, etc. in more popular, larger and highly reputable websites. In other words: greater opportunities to drive traffic to your site.
- Discrepancies in the field of content development – in both cases it is important to regularly create quality, useful and attractive content, but small companies are sometimes forced to update less frequently, reduce the frequency of posting on a company blog, etc. Large companies are able to invest more in copywriting, creating graphics , videos, etc. – both approaches have their potential that should be exploited.
- Other optimization entry modes – bigger budget = higher optimization pace. Of course, a lot depends on the condition and history of the website and how much should be improved / changed technically, etc., but the SEO strategy of a large company will rather take into account faster pace of activities, intensive implementation of possible and numerous improvements. The small business will focus more on priorities and gradual action.
How is SEO invested depending on the size of the company?
Positioning of a large company is usually about a global approach. A specific company has a large budget, wants to develop an SEO strategy for a long time, reach for advanced improvements, intends to compete with the best in its industry, is more willing to risk, apply innovative solutions, set trends, etc. Smaller companies more often focus on local positioning that allows you to compete with limited competition increases your chances of conversion at low cost. Due to the fact that the scope of possibilities in this case is limited, it uses proven SEO techniques, it focuses primarily on key changes, fixing the most important errors, and major website optimizations. The size of the enterprise also influences the connection of the positioning strategy with other strategies – in the field of user experience or social media marketing. Investments in image-building, promotion, etc. activities will have a different scope and frequency, which should also be considered important and properly used.
Cooperation with an agency or a freelancer
So if we are dealing with such a different approach in the case of positioning a large company as well as medium and small business, it should also affect the form of cooperation with the company or the person who will be responsible for the website audit, development and implementation of SEO strategies. The main dilemma concerns the choice between an SEO agency and a freelancer. Which solutions will work better in a given case? Both options have their strengths. Cooperation with the agency is an opportunity for a wider range of activities, faster pace of improvements, an in-depth look at the industry, competition, advanced optimizations, access to specialized, helpful tools, etc. Cooperation with a freelancer is certainly a cheaper option, but also less comprehensive, with some limitations in terms of how quickly we get the desired results, we are dealing with one person. It is not difficult to guess that for small companies that are just joining the industry and are facing budget constraints, cooperation with a freelancer will be better, especially in the first stage of operation. For those who have ambitious goals, want to plan an extensive positioning strategy and want to quickly reach a wide audience, the best solution will be the services of a proven SEO agency. In both cases, however, it is worth remembering about meticulous research – you should be sure that the activities are commissioned to professionals who have extensive experience, knowledge and skills needed to achieve measurable results of positioning. cooperation with a freelancer. For those who have ambitious goals, want to plan an extensive positioning strategy and want to quickly reach a wide audience, the best solution will be the services of a proven SEO agency. In both cases, however, it is worth remembering about meticulous research – you should be sure that the activities are commissioned to professionals who have extensive experience, knowledge and skills needed to achieve measurable results of positioning. cooperation with a freelancer. For those who have ambitious goals, want to plan an extensive positioning strategy and want to quickly reach a wide audience, the services of a proven SEO agency will be the best solution. In both cases, however, it is worth remembering about meticulous research – you should be sure that the activities are commissioned to professionals who have extensive experience, knowledge and skills needed to achieve measurable SEO results.
Is it better to find a cheaper company or invest in fewer activities?
Finally, one last important point worth paying attention to. When we are dealing with budget constraints, we can wonder whether it is better to invest in fewer activities or find a positioner who will offer us a cheaper offer. The second solution involves a huge risk, especially if we are not convinced of the appropriate quality of services. A cheap differential optimization service does not bode well for you, and it can do more harm to your site than help it. On the other hand, implementing a positioning strategy “step by step”, although it may be associated with impatience and moments of doubt, can work well, especially in the case of smaller companies. Major changes and improvements to the website may affect its effectiveness, which at a later stage will allow to increase investments in the development of positioning. Skillfully adjusting SEO strategies to the size of the company, setting real goals, awareness of your possibilities and limitations is often the key to business success.
Appropriate website structure, errors on the page, correct URL addresses – such issues significantly affect the effectiveness of positioning, therefore the skillful creation of redirects on the website should be one of the important elements of the positioning strategy. However, you should remember about moderation – the lack of redirects is a serious problem, but their excess can also weaken the website. Correctness and optimization of implementation are important in developing User Experience. The smoother, more convenient and easier a given user browses a website, the more time he or she will spend on it and the more likely to return to it. Redirects affect not only website traffic, but conversion as well. Consider online stores – each time a potential customer encounters a 404 error, the chances of it being that he will decide to continue browsing the assortment and the final transaction. It is worth regularly monitoring the operation of the website and checking if all redirects are functioning flawlessly, then we increase our chances of quickly detecting any errors and fixing them before it has a negative impact on the operation and effectiveness of the website.
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