Link Building Guidelines for Corporate Search Engine Optimization

Corporate SEO differs as much from SEO for small sites, as night from day. Many 'guides' to SEO fail to mention any difference in strategy between smaller and larger sites, and while there certainly are some across-the-board recommendations that all businesses should implement when looking for search engine ranking optimization, campaigns with more finesse will emphasize the strengths and downplay the weaknesses of the corporate site.

Corporate search engine optimization differs from the norm in that:
.Corporate sites have greater trust and authority with search engines, a natural advantage.

.Indexing can be difficult or tedious for the often thousands of pages on a corporate site.

.On-page SEO represents around 80% of the Google ranking for a large site (which is definitely not to say that link building should be ignored).

Every aspect of the campaign should lean towards leveraging the advantages of the corporate site and downplaying the disadvantages. How is this done in a link building context?

Getting deep links
The SEO strategy should push for other sites to list deep links too your content, rather than simply linking to the home page. This confers more 'trust' onto the deeper pages, as well as driving traffic in a more targeted fashion, and has significant implications in your Google results.

Getting keyword focused links, not just brand focused links
The greatly enhanced starting branding of a corporate site can be both a blessing and a curse. Traffic is naturally higher, as you have more unsolicited visitors to the site, and therefore a greater trust in Google.

However, when you are looking to engage with customers who aren't familiar with your brand, it can be difficult. Engaging with new customers would typically be done via an initial introduction through Google - they type in your keyword, your company comes up, and an association is made. However, when all your inbound links mention your brand name, but not your keywords, your market can become somewhat limited. Some web marketing strategies that link building experts will use for corporate sites with this dilemma include:

.Looking for links from industry publications and angling campaigns for results in vertical search engines.

.Creating linkbait content that is more heavily keyword-focused, and submitting it to social news sites.

.Looking for links from sponsors and business partners on the web, and specifically asking for deep link pages and specific anchor text.

.Submitting both the home page, and relevant and popular deep pages to Yahoo directory, BOTW, business,com, joeant, etc.

Web analytics for link building
In small businesses, the key decision maker can often get a feel for how a campaign is working, simply through their knowledge of the business. In large corporations, this is impossible. Having a system for analyzing the effectiveness of business marketing is essential. In internet marketing terms this means implementing a web analytics program to check on the cost-effectiveness of your link building strategy, and appointing either a contracted firm, or an in-house employee, to monitor the results.

Link building for corporate sites, when done effectively, makes the most of the sheer size and ready influence of the website to garner even better SEO results. It usually easiest, most efficient and effective to put control of corporate SEO in the hands of an expert internet marketing company.

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