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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.


Published 22 February, 2008 by Patrick Altoft

55 more posts from this author

Comments (3)



>> 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.

Where it is possible, that is mostly how it is done Patrick :-) We have been pushing CMS Optimisation for about 6-7 years and only in the last two have some vendors started to realise this is a key decision making factor and have reviewed their core systems for SE compatibility, however many CMS buyers still overlook it.

over 8 years ago


Nakul Goyal

Very well said and I 100% agree with you Teddie. I have worked for an SEM Agency full time in the past and for end clients. At some places (or should I say most places) the CMS does not exist and if it does exist, it's a huge IT project to SEO'ptimize it, and seems like that is something we are all struggling with. But once its done, its a huge win.

Patrick, when you said "with no guarantee of increased performance.", I think I disagree there. Basic implementation of SEO Best Practices always helps unless people are not looking for it, which would mean its the SEO's mistake for chasing something that does not exist. Correct me if I am wrong please.

over 8 years ago


James Chilcott

Further to the benefits of a CMS software package that has integrated SEO management tools and the ability to possibly manage rankings and tie into ROI systems...has anyone heard or seen of anything out there anything like that that wasn't built custom?

over 8 years ago

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