Strategy for a large website where you only work for one business unit.
-
I have been tasked with improving traffic/leads to www.intertek.com. The problems we face are that I only work for one of the business units. There are many within the company and they all work independantly. The services my division offers range from ISO certification to food safety/testing to oil and gas services.
They want to increase their quality content and traffic.
What is the best strategy to approach working with a company this diverse and the limitation of managing 500 pages of a 15,000 page site? What are the first steps and what actions do you think would give the best results?
-
Hi Laura,
Intertek is a well respected company in several fields (I actually used to work on digital campaigns for one of your larger competitors) and should have a fairly natural advantage in terms of content that exists already and industry recognition.
The onsite SEO for the entire site looks a bit below average (Please correct me if I'm wrong here..) and you could probably show some improvement in the numbers fairly quickly that way.
I found some success in driving quality/relevant traffic with a competitor of yours through community development. Intertek deals with a fairly technical audience and there are a lot of related active discussions happening regularly in different forums including linkedIn groups. Gain some cooperation and buy in from some of your brand managers and have them participate in community discussion and conversation. Use a social media platform to monitor the different groups and apportion responses and questions to the appropriate person. Remember to "brand" them as well otherwise they'll eventually lose interest.
I'm fairly certain that Intertek has a great deal of tools and guides that your technicians and surveyors are using. If they haven't been declared internal-only try to find audiences that could make use of them, even if only for basic reference and publish them on sites that cater to that audience. (Make sure they're copyrighted first).
Get some cross-promotion going with the various associations, professional certification groups and advocacy groups of which I guarantee Intertek has been active with. Find out what content their marketing people would like to have and utilize your internal resources there. This can be challenging because your operations people aren't going to want extra demands on the non-marketing subject matter experts that are probably overworked already, but you should be able to get questions answered or short descriptions written that you can flesh out into longer content pieces.
Focus on your division first and document everything. I mean everything. Show the benefits of your work over time and pitch it to the other business units. Make sure to brand yourself and your team as being the ones responsible. You should be able to show some good improvement in the numbers over time and describe to the powers-that-be how your efforts in your unit can be applied to their area of responsibility.
There is, of course, traditional media buys and search marketing, but that depends on your budget.
Best of luck
-Jason
-
Do you have a CMS system that lets you control those pages independently or everything is handled via IT ? Are there architecture level changes that you can do that will help the entire site if made to the "template" / include files ?
I completely agree with Ben and EGOL.
In my opinion, wear the hat of an SEO Evangelist within your organization and do a great job on educating after you have a success story or before if you need to do it on a larger scale. Try and get executive buy-in on things you are trying to do.
Again, it depends on what the Business Goals and Needs are and what's the short term and long term SEO Strategy. Think of the low hanging fruits as well as long term goals.
-
Determine what management will respect. Will they respect traffic? Sales? Leads?
Then do a kickass job of that in your business area. Be sure that it is impressive. Then say that the same results can probably be achieved in other biz areas. Be specific on what it will take (if you are not specific they might do a halfhearted job and claim that it didn't work.
-
Hi Laura.
Well the obvious thing is to push for organizational change and get the whole company on board with SEO and moving in the same direction. That's the best solution as if you're all working together you can pool resources and work cohesively.
But you probably already know that.
To make the most out of your current situation I'd start by doing some onpage analysis - checking your pages are targeted at the right terms and that everything is set up correctly.
If possible I'd push to improve your page types - making sure that your product pages are as good as they can be and packed full of information. That way you might be able to do some linkbuilding to your pages based on the quality of the content.
If not possible then you've got to figure out how to linkbuild to your pages in their current format.
And that's pretty much it - do as much optimization as you can but if your company really wants to move the needle on SEO then you'll be wanting to work on a sitewide level.
Hope that helps.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
My website is penalized from google with no message in GWT.
On 26 of October 2018 My website have around 1 million pages indexed on google. but after hour when I checked my website was banned from google and all pages were removed. I checked my GWT and I did not receive any message. Can any one tell me what are the possible reasons and how can I recover my website? My website link is https://www.whoseno.com
Intermediate & Advanced SEO | | WhoseNo0 -
If I disavow bad Backlinks of my website. If, I create Backlinks again, those websites. Did that again become count in my Backlinks?
Hi, all please tell me. If I disavow bad Backlinks of my website. If, I create Backlinks again, those websites. Did that again become count in my Backlinks?
Intermediate & Advanced SEO | | sourav60 -
Hacked website - Dealing with 301 redirects and a large .htaccess file
One of my client's websites was recently hacked and I've been dealing with the after effects of it. The website is now clean of malware and I already appealed to Google about the malware issue. The current issue I have is dealing with the 20, 000+ crawl errors which are garbage links that were created from the hacking. How does one go about dealing with all the 301 redirects I need to create for all the 404 crawl errors? I'm already noticing an increased load time on the website due to having a rather large .htaccess file with a couple thousand 301 redirects done already which I fear will result in my client's website performance and SEO performance taking a hit as well.
Intermediate & Advanced SEO | | FPK0 -
D.A. and Link Juice from certain websites
Hello, i'm a bit confused concerning some link buildings. What happens with backlinks from blogs coming from powerful domains such as abc.yahoo.com or abc**.over-blog.com or abc.blogspot.com?** Meaning, everyone that creates a blog over there will have a PA of 0/100 but a DA of 80 or 90/100.
Intermediate & Advanced SEO | | prozis
Will Google consider DA on these cases? I'm confused because it can't be that simple that someone creates a website, and after some months they will have like 10 PA but still the 90/100 DA and their links can be a powerful backlink. Can you explain me how Google sees that? So, if I have a link coming from a blog on those domains will it be better than any other with same PA but lower DA?0 -
Rankings improvement strategy
I am working on my SEO strategies and though it would be good to get advice from awesome members: Our current rankings are on (Google United States) page 5. Our keywords have high competition and hence we need to follow tight plan. I want to learn some best strategies to get Page 1 rankings and how much time would be required approximately. (though I know its weird to ask for time in SEO but what I mean is some case studies or examples of how long you waited when you have pushed your website from page 5 to page 1) What rank maintenance strategies you follow in general. Does anyone have used any agency for rank maintenance for their niche.
Intermediate & Advanced SEO | | EG0CENTRIX0 -
Splitting one Website into 2 Different New Websites with 301 redirects, help?
Here's the deal. My website stbands.com does fairly well. The only issue it is facing a long term branding crisis. It sells custom products and sporting goods. We decided that we want to make a sporting goods website for the retail stuff and then a custom site only focusing on the custom stuff. One website transformed and broken into 2 new ones, with two new brand names. The way we are thinking about doing this is doing a lot of 301 redirects, but what do we do with the homepage (stbands.com) and what is the best practice to make sure we don't lose traffic to the categories, etc.? Which new website do we 301 the homepage to? It's rough because for some keywords we rank 3 or 4 times on the first page. Scary times, but something must be done for the long term. Any advise is greatly appreciated. Thank you in advance. We are set for a busy next few months 🙂
Intermediate & Advanced SEO | | Hyrule0 -
Does the blog comments work?
Hi there, I have some keywords which varies difficulty from 1% -30 % . I can rank my urls with some blog comments from high pr blog pages? Is any way to rank them all fast? I am looking for the most cheap and easy way to rank them. One article of 1000 words lets say and some 200-300 blog comments are enough? Site is new, ranks for some other small keywords already.Has zero backlinks almost. Thanks
Intermediate & Advanced SEO | | nyanainc0 -
Does having a file type on the end of a url affect rankings (example www.fourcolormagnets.com/business-cards.php VS www.fourcolormagnets.com/business-cards)????
Does having a file type on the end of a url affect rankings (example www.fourcolormagnets.com/business-cards.php VS www.fourcolormagnets.com/business-cards)????
Intermediate & Advanced SEO | | JHSpecialty0