Affiliates and small companies are ideally placed to react quickly to algorithm changes but how can big brands do the same?
Search engine optimisation isn't a subject that sits well within the marketing departments of most large brands.
Paid search and affiliate marketing have become more accepted because of simple tracking and predictable ROI figures, but organic search isn't usually high on the marketing department's agenda.
The main issue, aside from tracking results, is that SEO usually involves expensive changes to a large content management system (CMS) with no guarantee of increased performance.
Other problems include brands with strict content publishing guidelines and an overly complex approval process, meaning it takes months to have a new page added to the site.
One of the worst issues is brands that don't allow other sites to deep link; a practice that is thankfully being phased out!
What is the solution?
As a company we work with several large brands and have gained an understanding of how to work with their systems rather than against them.
The key is to implement tracking right from the start of the campaign so that all aspects of the site's SEO can be monitored from one central dashboard.
Figures such as search traffic, rankings, 404 errors, page titles and even links should be available in real time so that the marketing department can see exactly what results are being achieved.
Monthly reports not just on keyword rankings but ROI and revenue per search term are a great way to prove how SEO is helping the company.
Of course the best solution is to integrate SEO into the CMS right from the start and train content writers on best practices so that they develop a sustainable strategy for the future.