Business SEO comes with many challenges.
Larger organizations often have many people working in many offices who are not on the same page.
Even when these people have aligned their goals, past optimization can be problematic.
It’s not unusual to have legacy systems, old micro-sites consuming resources, or simply not having the right friends in the IT department to make the crucial changes needed at the business level.
Various problems and challenges may appear over time.
Below are 11 of the most common SEO challenges, i solutions – you will find when you work with big companies.
1. Companies with legacy or proprietary CMS systems
challenge
Old CMS systems cause major headaches. You will find that some departments do not have access to these systems, some will have SEO capabilities while others will not, and the learning curve for these systems is high.
solution
Learn what the system can do and begin to describe how to perform those tasks. Some things to learn about it are:
Structured Data Redirection Options Internal Linking Options Template Designs Sitewide Editing Plugin Options Editing Ability
dataIf you are unable to perform these tasks, you may want to consider a system upgrade or even migrating to a new CMS.
challenge
Companies may be using the wrong tools for the job, which is often due to false promises from sales teams. However, many tools cannot offer the necessary refinement to perform well on multiple computers.
solution
First, you’ll need to analyze all the tools in use to find the ones that benefit the organization and the ones that hold you back. Then sit down with vendors, discuss business options, and weed out tools that don’t offer the functionality businesses need for search engine optimization.
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3. Inadequate content deployment leads to lost opportunities
challenge
Content is only useful when deployed properly. A major issue with businesses is the missed opportunity to capitalize on news and trends due to poor deployment strategies.
solution
Find ways to get everyone aligned on their content goals. Some things you need to do here are:
Build an organization-wide content calendar Put governance models in place Create and update workflows
Finally, indicate who the content should go to: editors, writers, and final approvers. Once you’ve built workflows, you can start deploying content faster to take advantage of timely news and trends.
Also, don’t forget to have procedures in place to avoid duplicate meta titles, keyword cannibalization, and other issues.
4. Micro-sites consuming resources
challenge
It’s not uncommon for businesses to have microsites that they build over time. Unfortunately, it can be difficult to manage all of these sites.
solution
Microsites are an excellent opportunity to gain links and provide focused information, but they consume a lot of resources. Ideally, you’ll consolidate these sites into your main site and ensure that all stakeholders are part of the transition process.
5. Lack of communication and cohesion between groups
challenge
When multiple teams and groups are involved, your job as an SEO is much more difficult. Unfortunately, it can be a challenge to find cohesion between groups.
solution
Business SEO requires you to have deep relationships with people in the organization, and that means you have to engage with managers and teams that go beyond your own. Some things you’ll want to do here are:
Connect with others in the company. Begin to form common goals. Interact with others about changes. Use communication and collaboration tools
Your goal is to get everyone on the same page to make the comprehensive changes the organization needs to achieve its SEO goals.
6. Development teams do not accept SEO strategies
challenge
Development teams need to buy into your SEO strategy, but it’s an uphill battle to make sure they do. Fortunately, a few tips can help you get IT departments on board with your strategy.
solution
First, these departments and teams are crucial to the company’s technical SEO. You’ll have to work alongside a variety of stakeholders every day, but some of the most important will be the development and IT departments.
You will want to:
Become friends with these teams. Discuss your plans and problems. Work with the solutions that these teams can offer you
Working closely with development teams is one of the best things you can do to help a business achieve its SEO goals. Also, one thing that works exceptionally well to emphasize the importance of working together is to share your “wins” with the development team.
For example, share those earnings with them if they’ve helped you scale up servers and tweak speed optimization to get better rankings and results. Explain what helped you get their job and praise them during meetings.
7. The “it works” mentality.
challenge
Sales increase, and when the company continues to grow, management is often reluctant to change or add to the marketing budget because what’s already “working.” This mindset is problematic when trying to get teams to buy in.
solution
If you want to get people to buy into your strategy and push your strategy further, everyone has to be involved. You will need to take a unique approach with everyone involved here, but it should include:
Showing results. Creating charts and graphs about how changes affect the business. Sharing user stories when your experience improves.
Teams want to know that the work they are doing is effective and helping to grow the business. People buy when they see results, and if you can’t show those results yet, make projections about how these changes will positively affect the business.
8. Lack of government
challenge
A lack of governance can quickly lead to chaos for current and future SEO teams. If the company has no governance, it is up to you to make the key changes.
solution
Companies need rules to help them maintain the highest level of quality and meet standards. You may have governance for various areas of the business, including step-by-step rules and procedures that must be followed:
Content Teams Publishing Teams Designers Developers etc.
Governance includes policies, standards, and processes that must be followed precisely. When you have the right government, it makes sure everyone follows the “rules”. If future teams join, they can continue to follow the governance principles you have in place.
When done right, governance will help create a cohesive digital strategy, promote web accessibility, reduce errors and mistakes, and help the business maintain consistency.
challenge
Companies expect to get a return on their investment. And SEO is an investment that needs to be tracked to prove its effectiveness. Unfortunately, many organizations don’t have the tools to track the results of their campaigns.
solution
Managers and owners want to see results. If you can’t show them how your work affects the business, you’ll quickly find yourself out of a job. Use tools to track:
When the changes are made. How the changes affect the business. Run reports on effectiveness
If you can demonstrate that SEO provides value, it’s much easier to get everyone in the organization to buy into your plans and strategies.
10. Lack of redirect control
challenge
Redirects for a business can quickly get out of hand and cause an SEO campaign more harm than good. This is a topic I’ve talked about quite often in the past in my other articles about redirect errors, and it needs to be addressed early.
solution
Redirects need control and some things you need to do immediately to control them are:
Run crawlers to locate all redirects. Fix broken redirects or loops. Create a database of redirects. Create governance over redirects.
Finally, you’ll also want to have one last person approve any redirects that can be checked to make sure they don’t cause any potential problems.
11. Ignoring technical SEO issues
challenge
Technical SEO is an important part of working with companies because there are so many moving parts of a large corporation that you will be exposed to. While the technical aspects of SEO may not be fun or exciting, they are crucial to tackle.
solution
If technical SEO has been ignored, it’s time to get things in order and work on them:
Improving site speed Building an internal link structure Scanning and fixing crawl errors Fixing duplicate issues Placing canonical tags Reducing server response time
“Small” problems with technical SEO are often overlooked and add up over time. Correcting these issues early will make it much easier for you to reach your optimization goals.
The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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About the author
Ludwig Makhyan is a contributor to Search Engine Land, covering organic and technical SEO. His training is in web development and digital marketing. Ludwig has over 20 years of experience in website design, coding and promotion. He is the co-founder of MAZELESSa business SEO agency.
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