Business Growth

Website Optimization
For Medium To
Large Businesses

One of the most common questions I get asked in our business bootcamps is how to get more exposure online. Most businesses, no matter what industry they're in and no matter how large, can drastically increase their bottom line sales by properly growing their online exposure.

The sad part is that most businesses hire an outside SEO company who sold them on some BS about how they can get them to rank #1 on Google. Most SEO companies use Google's frequent updates to scare their clients, saying things like "Google just came out with another update and your site needs to be fixed".

I just replied to an email sent to me by a good friend who owns a large brand company that does business both online and offline. His email was asking me about the newest Google update and how that might effect his ranking. I'm going to post my reply below because for a decent size company, these three tips are worth millions of dollars in sales.

Here's what I said:

The truth is... The foundation of Google is still the same and always will be - all the modifications they make are important (and certainly can give you a boost) but they don't change the foundational principles of website optimization, including but not limited to these three that may help on your site:

  1. Content. Posting relevant, valuable content on your website on a regular basis (the more competitive your industry is - the more often you should add relevant valuable content to your website).
  2. Engagement. Increasing the time people spend on your site. There's a lot of ways to do this, like: positioning graphics on pages so users need to scroll down to see the full graphic, adding videos, adding interactions like surveys, etc, etc, etc)
  3. Speed. Pages that load slowly are often rated lower by Google and Bing but not just because they load slowly. As a direct ranking factor, load time is minor. But it's indirect effect is huge, especially with user engagement becoming prominent these days in Google's ranking metrics.

In business, knowing things like this is what separates those who struggle from those who experience growth year after year.

Related Reading How Hollywood Spreads The Word About New Movies → Related Reading 4 Tips For Building An Online Community That Promotes Your Business Growth →
Chris Guerriero Entrepreneur, investor, and business advisor. Founder of Club 28, a private advisory program for growth-stage CEOs and founders.
Common Questions

Frequently Asked
Questions

What are the most important business systems and processes for driving online growth?

Content, engagement, and speed. Those three have been the foundation since Google launched and they haven't changed. Most businesses get distracted chasing every algorithm update when the fundamentals are what actually move the needle. Build systems that produce relevant content consistently, keep visitors engaged longer, and load fast on every device. That's the framework that compounds over time.

How do you build business systems and processes for SEO that don't depend on agencies?

Start with the three principles that don't change: content, engagement, and page speed. You don't need an agency to manage those. You need an internal process for publishing relevant content regularly, a user experience that keeps visitors reading, and a technically clean site. When you own those systems internally, you're not at the mercy of any contractor using scare tactics about algorithm changes.

How often should a mid-size business publish new content to rank higher on Google?

The more competitive your industry, the more frequently you need to publish. In a high-competition space, weekly is a minimum. In a niche with less competition, even monthly can move the needle. The key is relevance and consistency over volume. Posting content your audience actually searches for, on a predictable schedule, builds authority that compounds year over year.

Does page load speed actually matter for business website rankings?

Yes, but not for the reason most people think. As a direct ranking factor, load time is a minor signal. The real impact is indirect: slow pages kill engagement, and engagement is a major factor in how Google values your site. If visitors bounce immediately because your page loads slowly, you're telling Google that your content isn't worth ranking. Fix speed to protect engagement, not just for the ranking signal.

What separates businesses that grow online year after year from those that struggle?

Understanding which principles are permanent versus which are tactics that change with every update. The businesses that grow consistently focus on content quality, visitor engagement, and technical performance. They don't chase every algorithm change because they know the foundation doesn't shift. That clarity is what separates those who experience growth year after year from those who are always playing catch-up.

Here’s How To Make This Your Best Year…

Club 28

Last year, I advised a handful of high-growth entrepreneurs and CEOs. Many of them 2x, 5x, or 20x’ed their business growth. Club 28 is how that happens.

learn about: Club 28
The Next Level

Can a half-day add a meaningful amount to your bottom line? The Next Level Project is a half-day meeting with me, focused 100% on your growth.

learn about: The Next Level
Free Business Review

Not sure where the gaps are in your business? Start with the Built to Grow Review, a free, detailed assessment that shows exactly what’s holding your growth back.

get your free review