Competing for business using the search engines can be the tool or process your organization needs to attract more sales. Large organizations invest a great deal of money in Search Engine processes to ensure that their product pages appear frequently on search engine results. Small companies too can compete for local business by using their unique understanding of local buying characteristics.

So the question arises Who can profit from a Search Engine Optimization program? The simple answer is that anyone can benefit from a well-optimized web page that attracts traffic. But it is worth discussing some of the differences in how SEO may be implemented for different types of organizations.

Several considerations face those wishing to use Search Engine Optimization. The answers to these questions can help determine a rough SEO strategy. So before you start researching its use, examine your business and ask “is the organization:”

Small or Large? Local or National? Product or Service Oriented (or both)?

Answers to these questions should provide answers into the challenges and type of SEO effort that would be effective.

Small or Large? Of course larger companies can usually afford to invest in an SEO program. Bigger companies have to compete for attention based on a very wide variety of products, price strategies and distribution points. This volume of information simply requires manpower and funding to manage. Optimizing that website to attract traffic requires examination of each individual product sold and presentation of product and service benefits using the web page.

Localized companies or those organizations that have a few distribution points generally don’t have the budget to invest in such major SEO programs. However, competing for business on the internet can be highly profitable if the optimization effort focuses on issues relevant to local purchasers. People purchase products from others they are likely to trust and that are located in their cities or towns. Smaller organizations can provide information on local service availability, local ownership commitment to providing customer service and support, and a variety of other locally relevant considerations. Exploiting these in the SEO program can be a very significant advantage smaller companies have over larger competitors.

Local or National Company? Large companies usually have the benefit of a central web site with lots of established traffic and link value. These companies can afford to utilize keywords that attract a lot of search traffic and competition. A well optimized internal page focused on these keywords can frequently return a great deal of traffic by itself. Large companies can also invest in ‘product pages’ or pages dedicated to a certain product type and focus on keywords relevant to that product’s use.

Frequently, small business or local companies require another strategy. Small or new business websites typically are either new or fairly young and require extensive link-building – at least in the early stages – to get the site indexed on major search engines. Additional links establish the page as relevant. A major feature of link building for smaller organizations though, surrounds the inclusion of a geographic parameter. Searches on Google for “kitchen appliances” will return results from the major manufacturers. Searches for vendors of goods such as “Defense Sprays” will return results for nationwide providers. Remember that large corporations usually compete poorly on a local level though, so adding a local geographic parameter such as ‘in Des Moines’ could really help attract potential customer traffic.

Product or Service? “Value” is the central theme here. Product pages handle a great deal of data regarding product specs, features and service availability. Product sales organizations then focus on these features and upon the value of the product.

Service web pages generally focus on end value created from the service. Things like saving time or saving money using a certain service is an economic argument. Product companies can make these arguments as well, but service organizations typically must focus on the end value delivered. Issues like ‘cost savings’ or ’24 hour local service’ may be great sub-niche areas upon which service companies can focus their web page message. Service web pages can usually be optimized around key phrases that communicate the value of the service or answer questions customers frequently ask.

Search Engine Optimization can indeed work for any organization to drive traffic and attract potential customers. Each business though, is different. An effective SEO program then requires careful analysis of business type, development of a unique web message strategy and careful implementation of an individually prepared SEO plan.

SEO Consultants in Denver helps organizations attract new customers via the search engines. Find out more regarding Low Cost SEO in Denver! This article, Making SEO Work For Most Organizations has free reprint rights.

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