With the constant change in consumer needs and behaviors, organizations are upgrading their strategies night and day. More and more big corporations are turning to SEO professionals to get some insights into consumers’ minds. Today, the SEO industry is worth $80 billion, and there’s no stopping it.
Marketers are now shifting to enterprise SEO strategies to scale, manage and automate their businesses.
Enterprise SEO is like your one-shot in marketing; either you have enormous R.O.I. potential, or a massive waste of money depends on how you run your campaigns. When it comes to enterprise SEO, it’s less about the size of a company and more about the pages indexed on Google.
These pages are related to your products, services, or any other website page. Enterprise SEO technique is an amplified version of basic SEO fundamentals.
With all this confusion, we sense you came here pondering about these questions:
- What is enterprise SEO?
- Why does it matter?
- What’s so different about it?
You will find answers to all those questions and see examples of how various companies play their SEO game. So, you can implement the same.
What is Enterprise SEO?
The definition lies in the name itself. We are all familiar with SEO, and enterprise is all about organizations, businesses having more than 1000+ pages on the web. It can include both small and large organizations.
Long-story-short, it’s an optimizing technique that surpasses the traditional approach of doing SEO on a grander scale. In one line, enterprise SEO entails high volumes of data, rigorous keyword research, working with different remote teams, and optimizing 1000s of pages.
You know the deal.
A basic version of SEO that includes the same fundamentals has a more significant impact on a large scale. It is a set of proven SEO strategies built to improve the organic presence of enterprises.
Big giants like Amazon, Zappos, and many e-commerce sites also use it. These are dealt with on a large scale due to more resources, more budget, and large audiences.
Take a look at how Gray dot company used enterprise SEO to ace its ranking performances.
It mainly focuses on three sections: keyword focus, tactical scope, and innovation speed. But before going into the key ingredients, let’s understand what enterprise sites are.
What is an Enterprise Site?
In layman’s terms, enterprise websites are those websites that are catered towards organizations, groups, and ventures. It creates a large room for quality services that generate good R.O.I. figures for your business.
The primary difference between enterprise sites and regular websites is in their content management system. It takes various tools and a continuous plan of action to deliver a little extra than traditional websites.
Often, these organizations include firms like businesses, charities, schools, government entities, and more. The best part is that you get a website that is both business-oriented and customer-centric in every way.
Must-haves on an enterprise website:
We got some ideas about enterprise sites. It’s good to understand what successful enterprise websites must-have.
— A platform that could satisfy customers’ queries/doubts.
—A place that clearly defines your business’s unique propositions and its proficiency.—New, fresh and timely-updated content for end-users.
— Sections elevating interests and quality leads.
—Visible placed call-to-actions (C.T.A.s) to help users understand what to do next.
— keeping an eye and integrating tracking and analysis tools.
Benefits of enterprise websites:
Enterprise sites help you create a customized experience for your users, and there are many benefits for the same. Here are some of the benefits of enterprise websites:
- An effective tool for sales generation.
- A valuable addition to the marketing funnel.
- A great way to promote your business.
- Installation and formulation become cost-efficient.
- Long-lasting customer relationships.
- Enhances your online presence and boosts your regular client base.
Enterprise websites can be pretty complex to construct. A large group of professionals and people come together to ensure that everything works smoothly. It takes a lot of work to build a high-quality enterprise website that has notable features.
Here are six features of a good enterprise website:
- Performance-aligned: Gone are the days when people used to squander on sites. Today’s websites should align with the visitors’ search intent. It should provide an easy, quick and productive experience on websites.
- Expandable: Enterprise websites should be open to integrate web-technologies methods to grow efficiently. In this case, a modern management system like ECMS (enterprise content management system) works wonders.
- Scalable: The best enterprise sites prepare a cohesive strategy to face unknown challenges. This way, it becomes scalable and adaptable to workloads. Often these include the availability of your site, good functional database services, and more.
- User-friendly: Enterprise sites should be more user-centric with easy-to-use, simple, minimalistic, and intelligent functions.
- Supportive of collective options: The ability to support various websites and applications from only one interface is rare. A good enterprise website succeeds in this collective approach to build businesses.
Why does Enterprise SEO Matter?
In today’s world, it’s essential to keep innovating your enterprise SEO strategy.
As previously mentioned, enterprise SEO magnifies your business results. Enterprise websites help you to find your targeted customers and attract them to your websites organically.
As marketers, we are often rooted in our old techniques and strategies. So, here are a few reasons why modern enterprise SEO matters to your business:
- Rigid Competition
Billions of websites compete with each other daily. The same is true for enterprise websites also.
The only difference is that they compete with global brands like Airtel, Amazon, Walmart, and brands with a considerable number of website pages.
Let’s take the example of Airtel. Airtel, the recognized name of the Telecom industry was struggling to rank on Google’s top positions. To overcome that issue, Airtel audits its website and figured out 2000 keywords to target. They built a roadmap for that and started working on that. The hard work paid off and Airtel got top three position rankings for more than 2100 keywords.
Let’s take another example of Mailchimp in the email marketing world.
Their site already has 154,000 pages on websites and gained over 23,330,955 backlinks from 348,672 referring domains. Still, they are more focused on the SEO part over anything.
MailChimp stands out for this reason amidst various other email automation tools. This is because they didn’t rest only on their brand recognition or name.
In simple words, to compete with less popular brands that do complex SEO, every big brand should adopt the enterprise SEO mantra.
Everyone is already in the arena, and it doesn’t matter if they are small or big. Instead, what matters the most is pro-actively executing enterprise SEO.
- Key to intentional searches
There is a difference between commercial search and intentional search queries. Nowadays, your customers want everything at their fingertips. When you rank for these intentional search queries, it’s evident that your traffic will rise.
In marketing terms, they are at the end of a business sales funnel when they enter “buy now” or “place order” in Google.
Enterprise SEO helps you position yourself as a trustworthy, resourceful brand at the forefront of your industry. So, don’t miss this golden chance and make full use of customers’ purchase intent.
- Conventional quick-fixes don’t work.
We all have seen the struggles of fixing enterprise sites. It’s a little more complicated than broken link pages or website downtime. It may sound a bit harsh, but now the old-school fixes don’t work anymore.
For example, if you want to create a new page for your site, you start to add evergreen content which is a good move.
But this change can create a chain of circumstances for your website. Look at it like this, more websites, more pages, more changes, and more problems.
Although, you will find many barriers to implement these changes. This can relate to organizational challenges or challenges related to resources, teams, etc.
There are other hurdles like affect your inbound links, change in domain authority, and technical issues. In this case, enterprise SEO replaces conventional quick-fix techniques.
It helps you prioritize major issues and assess new investments.
This means it measures your efforts versus the time you put in creating any new change. Enterprise SEO opens up new possibilities for your business.
What Makes Enterprise SEO Different?
First, we all know that enterprise SEO takes more effort and time to implement than regular SEO. It requires patience, planning, and in-depth research to bring the best out of every campaign. In short, it’s poles apart from any other SEO strategy.
So, here are a few reasons that make enterprise SEO different:
- Lasting Benefits
When thousands of companies are vying for attention, it gets hard to secure a spot in the SERPs ranking. The thing here is, businesses are ready to trade their money for long-term results.
On average, an enterprise SEO starts showing visible results in between 6-8 months. Businesses should be patient in the start so they can receive high R.O.I. numbers forever.
- Uses local SEO at its best
The world is going local. Stats suggest that 28% of local searches convert into a sale or purchase within the same day. It’s essential to answer these local search queries and drive conversions to your websites.
Enterprise SEO makes this easier. It allows businesses to answer critical questions and include the same keywords in the description part for better rankings. Enterprise SEO is revolutionizing the way search engine marketing is done these days.
- Putting money where your results are
It’s best to invest in those places where you see exceptional results in terms of numbers, traffic and customers. Organizations that see through the SEO lens spend more than $25,000 on their SEO efforts, each month.
There’s a good reason for this act. The money spent is practical because enterprise SEO works and continues to be profitable.
Investing in proven tools and strategies can change the outlook for your business.
- Handling multiple sites
Mostly, big organizations like Walmart or Paytm sell millions of products and services on their websites. Handling multiple pages on a site is difficult and time-consuming. There are thousands of downsides to this approach if it’s done in the wrong way.
Plagiarism, inconsistent content, and lack of personalization are just a few to name. In this case, enterprise SEO uncomplicates everything. A big part of enterprise SEO is meeting users’ demands, maintaining uniformity across the website, and juggling multiple sites.
- Protecting Brand values
One client recovered $32 million in monthly revenue after they inverted brand name searches. This case study shows the importance of protecting your brand from the press and unnecessary fault-finding.
In this clickbaity era, anyone can print any misleading headline against your company. To ensure that your brand remains secured, you need to control your online narrative by expanding your digital footprints.
Using practices like controlling your search results, site optimization, and quality link-building helps you expand your brand’s footprints.
Enterprise SEO shields your websites from any misleading sources or PR coverage.
Pillars of Enterprise SEO
Speed is the currency of good organic marketing. It’s no surprise that over 73% of brands have an in-house team for all their processes and work.
An established organization can achieve maximum results while working in harmony. They can apply strategies quickly, create content fast and run campaigns with a systematic team in place.
In simple words, organizations thrive on enterprise SEO. When it comes to enterprise SEO, we cannot forget its five-strong pillars.
In the old days, keywords were the prime concern of any campaign strategy. It had existed way before enterprise SEO came into the SEO scene.
We cannot deny that search engines, humans, and bots have evolved in recent years.
It’s time to look at the bigger picture and welcome enterprise SEO with open arms. It’s high time to focus on users’ search intent.
It’s even better to understand the complementary relationship between key phrases and words. Your focus should be more on customers’ intent and keywords related to the same intent.
Many companies either take a microscopic approach towards using keywords or a holistic approach. These approaches are great but are unable to move the needle in the long-run.
The keywords that consumers use to search for your website are essential. Here is a list of keyword types which you should know while implementing enterprise SEO:
These keywords are profitable. People are in a hurry and want to save their time surfing the web. They turn to Google and enter what they want. Then they click on the first keyword they see and take their wallets out. That’s the reason these keywords are coined transactional keywords.
So, don’t wait for that perfect moment to include these. Instead, always use these keywords mindfully in your enterprise SEO strategy.
If you are an e-commerce enterprise and include long-tail keywords like “New Mac lip shades” in your website, your chances of making a sale for this lip shade are high.
With the help of these keywords, you can enjoy tons of organic traffic. These terms have a high volume of search. They do relate to your products and services but don’t include your company’s name.
You will have various options for non-branded keywords. This is because the keywords your audience uses to search for your brand are almost endless.
Yes, you guessed it right!
It’s the opposite of non-branded keywords. The people who enter these keywords know about your business. They can be your loyal fans and want to know more about your brand.
These keywords often convey a positive image of your brand on Google’s front page. Example: “Apple,” “Apple reviews,” or “iPhone pricing.”
This means the person is already a fan of Apple and now wants to purchase an iPhone after looking at its product reviews.
In this case, people are in a dilemma where they are unsure about what they want. So, often they enter some random keywords.
The best part, these generic keywords have a wider reach. Think about it in this way, and these are non-branded queries; it doesn’t cater to any single brand.
And if you rank for these keywords, you will be the first one to gain maximum visibility. For example: if you’re trying to rank for an e-commerce brand, focus on keywords like “shoes,” “shirts,” or “jean.”
This will help you to show up at the first stage of any buyer’s purchasing journey.
Cross-Functional Team Support
Enterprise SEO is not a one-person show. A team of skilled players and creative minds is required to expand your brand’s name. Moreover, your chosen SEO platform must deliver helpful information to help a beginner and an expert both.
You bring all your team members on the same page by empowering them. Your team has real-time access to all the information. This way, they can create any strategy and share the process with anyone in less time.
This saves time and also supports efficiency in the entire SEO process.
Fall in Love With Automation
Automation is the true companion of enterprise SEO. It acts as a savior for your team members because creating content for 15,000 products isn’t easy (it’s tough).
As per stats, companies using automation enjoy a 12.2 % reduction in marketing loads. Companies can automate their tasks like position tracking, log file, analysis, checking brand mentions, and more.
Ultimately, they can focus on things that matter. For example: finding loopholes in campaigns, keyword research, and improving the quality of backlinks.
Quality Content Creation
Every organization should mark these words as a reminder. Everything falls apart if your content is not on-point. So, do the groundwork first.
Get on board with a good writer for your blog posts and a copywriter for your product descriptions. Invest in great quality content creation and then optimize the same for rankings.
It includes different types of content, from visual to written. The new content group also includes voice search (it’s becoming big).
Experiment with different content types and find what works the best for your business in the current landscape.
SEO Analysis and Auditing
It’s easy to strategize, plan and aim for high numbers. But what we often miss is the analysis part. For better results, it’s essential to initiate an audit for enterprise SEO campaigns.
It’s good to know where your site stands in the optimization and ranking field. In the case of an enterprise SEO audit, it takes time and effort to complete the audit process.
This happens due to the large size of companies and more number of pages. Being said that, creating an SEO audit checklist makes things easier for marketers.
So, here’s a short checklist that you can use for the analysis part:
- Keyword targeting.
- Proper keyword usage.
- Whether or not Google is indexing our pages.
- SEO-friendly URLs are a must.
- Quality links.
Everything comes under the audit part. You must create an in-depth report based on the results you receive after the audit process. In the end, you can create a plan on how to improve and prioritize new strategies to up your game.
How to do Enterprise SEO?
We all can agree that the “how” of enterprise SEO isn’t too simple to answer. But it isn’t that hard either.
If you’ve come so far, here are some ways on how you can implement enterprise SEO in your business strategy.
- Never forget Internal linking.
When you constantly update your content on a large website, it’s easy to forget the old content. One way to ensure that your old content remains significant is to use internal linking.
When Google crawls through your website, it looks for value and content. So, Google can package them together for the visitor.
Internal linking helps you in both. Always link your fresh content to other old posts on your website. This provides a reference to your audience and also leads to more engagement on your page.
Eventually, Google ranks your site’s pages as per your interlinked pages. The good thing about internal linking is that it provides your users with a reason to stay on your website.
- Improved User experience and Google crawlability.
A smooth and effortless user experience is key to ranking on the Google search engine. If your website pages are easily found, Google will access them and publish. Many aspects affect the crawlability factor-like broken links, technical issues, and site layout.
There are a few ways you can increase Google crawlability process:
- Easy navigation.
- Quick home page place.
- Say no to any technical issues.
- Add a search bar on your site to make things easier for your audiences. This way they can find your latest products easily.
The goal is to create an easy path for the web spider to crawl through your site. Indexing is also a powerful feature that comes under the crawlability factor.
Google’s ability to categorize your website content for relevant keyword search terms is indexing. You can use XML sitemaps that inform search engines about your site’s content. It also showcases valuable data like last page updates and other factors.
In the end, the crawling of your site affects how search engines index your website pages.
- Voice and visual optimization
Voice search optimization helps you differentiate your brand from others. The future is all about voice searches.
Studies show that almost 60% of people use voice search to look for any information.
We can start by optimizing website pages for screenless searches. Also, optimizing your images for high resolution is essential for visual searches. Visual optimization is the key to showcase your product appealingly.
You can get a step ahead and create more engaging experiences for your growing customer base.
- Make the most of the featured snippet.
Snippets are search results that are featured in a small box above Google’s organic search results. They often appear for search queries that start from who, where, what, and why. Optimizing your content for the featured snippets gives you an edge over other content pieces.
This means your brand achieves position #1, which will lead to more attention, leads, and traffic. It increases your website’s click-through rate and visitor numbers.
Since the snippets are pulled from pages that already rank in the top 10 positions on the SERPs, if your website comes under this list, you’re close to reaching the 0 spots. You can make a few adjustments in the keywords part and climb up the ladder.
Check This: Detailed Featured Snippets Guide
- Create searchable content
Content is still the king. To get more specific, creating content that directly relates to your user search intent is like building a kingdom. If people are not searching for what you’re creating on your site, then your efforts are going in vain.
Use content ideation to give people what they want. There are many ways to do this. Start with searching online. Ask your audience, take feedback, do surveys and go deep into the internet search rabbit hole.
Ultimately, it boils down to lending your ear to your customers. Never forget to add search-engine-friendly headlines, meta titles, and descriptions.
Look through your previous marketing campaign and find out the content that worked best. When you create top-notch content for your audience, it ultimately leads to high conversion rates and good rankings.
- Target Striking keywords
A great way to boost your website’s rankings is by targeting keywords that rank in between 11 to 20 positions.
There are many tools you can use to target these keywords. You can find those pages, set up a campaign, and monitor your results. In the end, these tools will automatically start checking the ranks of your websites.
Here’s what you can do to find these 11-20 striking keywords:
- Write your domain in Ahrefs or Semrush.
- Head over to organic keywords and click on the flag (the U.S., U.K., or India, wherever your target audience is).
- Select the position and enter from 11 to 20.
- Now, keep your keywords that rank in striking distance aside.
Targeting keywords that rank at a striking distance is the easiest way to improve your SEO strategy.
There are many benefits for the same. It increases traffic rates, helps in conversions, and also provides better visibility.
On a quick note, optimizing the title, content, links, and social proofs helps your website rank well.
Examples of Companies that Use Enterprise SEO
Many companies have seen the results of enterprise SEO. Here are a few case studies mentioned below to inspire you.
Microsoft uses technical SEO to optimize its landing pages. They use internal links to enrich users’ experiences and provide a smooth website experience.
You can hop over to Microsoft and navigate the ins and outs of the entire website. You won’t see significant changes, but a marketer can observe the tiny details worth noticing. Tactics like re-optimizing pages, re-writing fresh content, and producing local listings are a big part of Microsoft SEO strategy.
Microsoft provides clarity at every step and helps you see a corporate brand as a personal asset.
This big American giant has over 94,300 pages on its website. Of course, they cannot optimize every page, or else it would take years to do so.
Instead, they created separate landing pages for every feature on their website. The results were surprising. Within a single year, they ranked on the number one page of Google for 197,467 keywords and also doubled their traffic.
- Best Buy
Best buy retailers used to make huge sales from their offline stores. But, after some time, they started losing their business to their online competitors. When they looked closer in their SEO strategy, they found various loopholes. The major ones were “keyword stuffing.”
They decided to upgrade their SEO strategy with quality content and keyword research.
Best buy made an interesting pivot in their product description part. They added an expert section for their users. This helped in gaining credibility points for their brand. People started treating them as industry experts, and that’s how their pivot worked.
To conclude, we can say that SEO has become more complicated and tedious than ever. But, using enterprise SEO techniques can make things efficient and easy to process. In the end, it’s all about the knowledge and execution of SEO.
It’s essential to have a plan of action before you go and hire any native SEO agency. If you don’t know where you are going, you will end up anywhere.
You can guide your executives’ team and take them behind the scenes where they can access data, analytics, and other processes. Make sure everyone is in sync before you make that transition to enterprise SEO.
Google is getting smarter day by day. So, now is the time to roll up your sleeves and make the most of enterprise SEO.
Till then, create, innovate and evaluate with SEO.