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.
