Bigger Doesn’t Mean Better in Google’s Organic Results
- Andrew Wetzler, President
I remember conversations from the late 1990’s that went (and still go) something like this:
“We are four times the size of XYZ Company. How can they be ahead of us in the search results?”
While the perception persists that company size ought to be a determinant of Organic placements, the fact remains that Google’s ranking algorithm rewards particular activities over others. Company revenue is not a factor.
If you are dissatisfied with your organic results then I encourage you to focus on the following areas. You will improve your rankings and traffic, regardless of your size.
Ensure that your site’s architecture and technologies are not inhibiting search engine crawling and that they load quickly. Make sure redirects are handled properly.
Create ongoing (and non-duplicated) relevant content in multiple formats (blog / video / tweets / social posts).
Share and properly repurpose content through the most appropriate Social channels.
Respect and stay up to date on established SEO Best Practices.
Part of the issue for larger companies can be the bureaucracy associated with making SEO-related changes to the site. Often there isn’t knowledge or buy-in within the IT team and as a result its priority in the work queue suffers. In addition, correct utilization of Google Analytics (or Tag Manager) needs to be implemented so that SEO strategy (keywords / content type, etc.) can be monitored and adjusted.
Sometimes it’s the smaller companies that are best able to dedicate ongoing resources to the efforts that influence SEO results.