Will Dispersing Your Content Across Many Outlets Improve Your Search Prominence
Posted in Business and Management on 09/07/2010 07:34 am by adminFor many small organisations, handling a single website properly can be difficult enough, but with the numerous alternatives such as social outlets becoming more popular, there is the question of whether to duplicate the content across several platforms, and will search engine optimisation still be a worthwhile process?
Larger organisations will almost certainly operate a specialist team to manage internet content, probably with a content management system. This will be a repository for content and any adjustments made to the content, enabling the enterprise to keep control of what it releases, especially where multiple social networks are in use and there can be legal considerations. A large enterprise may be able to engage its own search optimization specialists as part of the website team instead of engagingthe services of an external search engine optimisation company and properly take optimisation in hand as it creates the content.
Small organisations without a strong brand depend on conventional search requests using keywords as the first point of contact from possible clients so that requires a good organic search engine positioning to be effective. This will require the application of search optimization processes, probably by a specialist search optimization company. In time, the efforts of the search optimisation specialists will increase the organic search engine positioning of the business’s web pages.
It may be tempting to have a presence on the better known general purpose social networks (numerous social networks are aimed at special interest groups) but a small enterprise is unlikely to be able to produce the sort of content these networks seem to prefer. Where organizations do have a presence in a social network such as Facebook, the content is often just anchor text to a reference to the core website. Larger organizations will have the size of marketing team capable of handling the dialogue that ensue, but this is way beyond the scope or needs of a small enterprise. Your enterprise should be contactable through the website, but there is no need to show every line of a live conversation to everyone. This just adds to the clutter that can overwhelm what would be meaningful content.
It is true that using social networks takes up many hours of the day for many users just being social, but even they use traditional search facilities when searching for products, particularly when so many organisations remain outside the socials and the internal search facility will not find them. The bigger concern for most websites should be use of traditional searches on mobile devices. The alterations that are worthwhile for highlighting keywords may also help readability on platforms other than PCs and laptops.
Social outlets may be another way of reaching possible clients but for a small enterprise handling across several services at once with the need to control content is too much to ask. It is theoretically possible for your enterprise to be included in several places at once and increase the chances of multiple entries on the results listing. It can be more effective to concentrate on the core website and use search engine optimisation promotional processes to increase the organic search engine positioning on traditional search facility results pages to become more noticeable to possible clients.

