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If you’re about to embark on SEO for your large organization, brace yourself－this is going to sting a little:
In fact, your SEO campaign is likely to be challenged by your bulk, both in terms of your website and your organizational structure.
Challenge: Internal Bureaucracy From an organizational perspective, your SEO challenges are often a result of “too much.” Too much in that your site is likely to be run by committee: designers, IT department, copywriters, and coders, not to mention the executives who, with a single comment, can have you all scrambling in different directions. We know how pressed you are for time, how many different people in your organization are all putting their dirty fingers in the pie that is your website, and we know what a struggle it can be to get any changes made on your site. Here are some very common SEO tasks; see if you can get through this list without cringing about how many individuals you’ll need to round up to complete them:

1.Convert graphics to HTML text.
2.Edit elements of the HTML code on every page of the site.
3.Re-embed Flash files with alternate HTML text.
4.Create a specialized text file called robots.txt and have it placed in the root directory of the site.
5.Set up a server-side redirect.
6.Rewrite page text to reflect more commonly searched terms.
7.Change file-naming conventions.

The takeaway here is that you’ll be putting a lot of extra time into internal communication and organization. You need to know your team and get them in your corner if you want to succeed at SEO. In other words: Get your team on board.

Challenge: Brand Maintenance Another “too much” challenge for you lies in the need to keep your brand current. You have probably already witnessed several major changes to your site, steered either by real market forces or by the perceptions of your marketing department. Maybe you have a redesign every six months, frequent new products or product updates, or new branding guidelines to implement. Structurally, you may also have multiple subdomains, more than one URL leading to your home page, and lots of fragmented bits of old versions of your site floating around out there. (Think you don’t? Check again. We can honestly say we haven’t met one large website that didn’t have something old and out-of-date live and available on the search engines.) Maybe you have all of the above, multiple times over, because you have different teams responsible for different portions of your website. Because of all these factors, the large organization has a special need to keep its “calling cards” on the Web consistent with the current state of its site. Cleaning up old and dead links and making sure your listings talk about your current products and services should be two of your highest priorities.

Advantage: Budget and Existing Infrastructure Of course, “too much” works to your advantage, too. You may have a larger budget, which means that you can probably afford to buy some of the many helpful tracking and keyword tools. And your company probably has existing marketing data about your customers, their behaviors and habits, and their budgets, which your SEO campaign can tap into.

Advantage: Lots of Landing Pages Large sites often have a wealth of opportunities for landing pages. Go long－long tail, that is: Think beyond your home page and main section pages when determining which pages to optimize. This long tail approach－driving site visitors to a large number of unique pages on your site－can help you compensate for some of the other challenges we’ve discussed.

Challenge: Paid Search Pitfalls Pay-per-click (PPC) campaigns can help you accomplish your long tail goals, and a well-run PPC campaign is much cheaper on a per-visit basis than any form of offline marketing. But PPC campaigns for large organizations have the potential to be large and unwieldy. Even with the built-in management tools that make your PPC campaign a fairly user-friendly experience, the sheer magnitude of a hundred-plus or thousand-plus keyword campaign can be very time consuming. PPC campaigns are an unlikely mix of the creative (word choice, campaign strategy) and the tedious (daily budget caps, maximum click price). The danger for the large company is that it’s easy to shift your attention away from the important details－such as clarity of message and appropriateness of keyword choice－and get distracted by the data.

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