Are you having a hard time improving the rankings of your enterprise website?
According to Moz’s State of Local SEO Industry Report of 2020, 91 percent of large, multi-location businesses have a full-time SEO resource.
(Source: Finances Online)
As your business grows into a multi-national one, you will need SEO strategies that will match the scale of your website.
An enterprise SEO strategy is a strategic approach to SEO done on a large scale.
This guide will look into enterprise SEO and show you how to properly execute it to boost all aspects of your enterprise website.
More specifically, here’s what you’ll learn:
- What enterprise SEO is all about
- The three elements of a scalable enterprise SEO strategy
- How enterprise SEO works
- Four reasons why your enterprise company needs an enterprise SEO strategy
- Six challenges of enterprise SEO
- Top eight enterprise SEO tools
- The ultimate enterprise SEO strategy for 2022
Let’s begin from the top.
What is Enterprise SEO?
When looking at enterprise SEO from the surface, it doesn’t look so different from regular SEO. After all, the goal remains toimprove site ranking and drive traffic using content and keywords. In some cases, you may even need to use the same regular SEO strategies.
But enterprise SEO is way more complex than that.
An enterprise SEO process has to do with optimizing large-scale websites for organic search. To achieve this, you will have tonavigate the hurdles of a typical corporate environment. Enterprise websites have thousands or millions of pages, products, or other resources that you will need to optimize and monitor.
The Three Elements of a Scalable Enterprise SEO Strategy
How can you make your complex enterprise SEO simplified and more scalable?
You’ll need these three elements to achieve a simplified and scalable enterprise SEO strategy:
- Workflow management
- Cross-department collaboration
How Does Enterprise SEO Work?
An enterprise-level SEO provides a solution that leverages a broader market opportunity, fortifies brand reputation, and maximizes the impact of the enterprise across the marketing mix. Moreover, it does this in a way that aligns with the business goals of the company.
Enterprise SEO calls for the prioritization of projects to avoid going off-track.
Why Does Your Enterprise Company Need An Enterprise SEO Strategy?
Here are four of the primary reasons why you should incorporate an enterprise SEO strategy in your digital marketing campaign.
1. It Delivers Large-scale Impact
An enterprise company with offices in different countries, several industries, billions of dollars in annual revenue, and a website with thousands of pages will require more than just regular SEO.
The enterprise SEO strategy for such a large-scale company will be more sophisticated and thorough to yield scalable results. The holistic SEO process will cover comprehensive analysis, automation, strategic outreach, broader coverage, analytics, and integration throughout the company’s marketing funnel.
2. It provides Extensive Optimization
Enterprise SEO offers a more integrated approach to high-quality on-page optimization and content creation. The strategic outreach is also highly targeted to impact multiple competitive keyword terms and web pages. As a result, you will get to top-ranking positions in SERPs.
With scaled link building, you will not lose any SEO value, and you can distribute your link value for maximum impact. Also, content and on-page optimization will increase your page’s ranking for more low-competition keywords.
With this enterprise-level SEO, you can get more organic trafficto your website using a more comprehensive range of keywords, especially long-tail keywords.
3. It protects Brand Reputation
Enterprise SEO helps to shape people’s perception of your brand so that you can reap the benefits of branded searches. In addition, it is proactive at expanding your digital footprint to better position you for a speedy recovery and mitigate sales losses after a crisis.
4. It helps to Dominate Niches
With an effective enterprise SEO strategy, your brand is more likely to become a familiar resource for your customers at every stage of their buying journey.
Dominating your product or service category will also increase engagement on your site and increase customer lifetime value (CLV).
Challenges of Enterprise SEO
Enterprise SEO is more complicated than regular SEO. It comes with specific challenges typical of large businesses and sites.
Let’s look at six of these challenges:
1. Crawling and Indexing
Issues with crawling and indexing, no matter how small, canreduce your site’s rankings in search results irrespective of your many backlinks and great content. That’s to show you how important these two factors are to SEO.
Crawling and indexing a site can pose some problems for large websites with so many web pages.
2. Integration within Team Members
Enterprise SEO will be more difficult if team members and stakeholders in your organization fail to work together towards one goal. You must manage internal hierarchies in your corporate environment so that they can integrate seamlessly with each other.
You need a team of specialists to team of specialists implement an effective enterprise SEO strategy. This team should include a developer, project manager, content writer, and SEO analyst. Partnering with a reliable digital marketing agency like FlyingVGroup will give you access to such a team of experts.
Team members need to understand each other’s priorities and challenges and work with each other.
3. Too many Locations, Subdomains, or Websites
Although regular SEO campaigns may involve multiple locations, subdomains, and websites, enterprise SEO is more complex to handle.
Managing enterprise-level projects may require large-scale SEO requirements that cut across different continents, countries, and languages.
Your enterprise company may own different websites and have to manage them using different strategies. In addition, these other websites may have multiple subdomains with many content spread between them.
4. No Quick Fixes
When working on a large site, you may find it hard to find and fix issues as fast as possible.
You’ll need to get an SEO tool to make finding and fixing issues easier by quickly monitoring your core KPIs.
5. Traditional Methods of Fixing Issues may not Work
Tackling problems in an enterprise company involves processes that are quite different from those of a small-scale company.
SEO experts who are not used to working with such a large-scale company or website will have to adapt to a new way of doing things. For example, an enterprise SEO expert will often have to go through an approval process involving several stakeholders before removing and redirecting pages in a CMS.
6. Delay in Approvals
The multiple decision-makers in enterprises go through a lengthy process before approving necessary SEO changes.
Top Eight Enterprise SEO Tools
Enterprise SEO cannot successfully boost your website’s online visibility without software. Most tools work for small-scale and large-scale projects, but some do a better job with enterprise SEO.
Investing in good SEO software will help surmount the challenges of running an effective enterprise SEO campaign.
These tools help in the following ways:
- Automating your SEO tasks
- Improving your brand visibility using insights from keyword research
- Uniting your multiple stakeholders in one platform
- Driving quality traffic to your website
- Simplifying SEO task management
- Easing the process of reporting on KPIs
You can try out their free or trial versions first to get a feel of the tools and decide if they are easy to learn and work with before getting a paid subscription.
Without further ado, let’s highlight eight of the best enterprise SEO tools:
Ahrefs remains a favorite SEO tool, even for enterprise websites. It is perfect for link building, rank tracking, keyword research, SERP checking, site audit, content analysis, and competitor analysis. In addition, it produces quick results to make enterprise SEO easier and faster.
b. Google My Business
GMB is great for local SEO, appointment booking, Google Maps integration, and on-SERP posts.
SEMrush makes it easier to find and research semantically related keywords for enterprise SEO webpages.
d. Google Analytics
Add Google Analytics to your arsenal for large-scale web analytics, visitor behavior monitoring, reporting, and performance metrics.
BuzzSumo comes in handy for social media analytics, link building, influencer marketing, and research on trending topics.
You will need Pardot if your enterprise company requires email marketing analytics, lead generation and nurturing, newsletter marketing, and automation.
MarketMuse is an SEO platform that helps to optimize existing content and plan high-ranking new content. It compares current keyword density on web pages and provides in-depth competitive analysis.
Salesforce automation software is excellent for sales performance metrics, customer retention, analytics, client relationship management, and automation.
The Ultimate Enterprise SEO Strategy for 2022
What are the best enterprise SEO strategies you can incorporate in your business for top rankings in SERPs, significant growth, and increased ROI?
Here are our best seven enterprise SEO strategies for 2022:
1. Create High-quality Content at Scale
Creating high-quality content is one of the first things you need to do to ensure the success of your enterprise SEO strategy. If you are serious about getting to the top of search engine results, your content must be SEO-friendly and provide relevant in-depth information for your visitors and search engines.
Writing top-performing articles for your enterprise company is a big task that requires scaling up your content production. As a result, you may not be able to maintain a good content quality.
How can you meet up without compromising the quality of your content?
You need to get more writers on your team with a good content brief to avoid missing key elements. Here’s how:
- Target keyword
- Include relevant internal links
- Use compelling meta descriptions
- Make sure your meta tags are appropriate
- Improve readability score
- Increase keyword relevancy score
An Ahrefs content explorer is a good tool for optimizing your content and managing it for a large-scale website. Without content optimization software, you will need to optimize your articles manually, which will slow down your content creation process.
2. Target Striking Distance Keywords
Striking distance keywords are low-hanging fruits describing websites that rank on the second page of search results. When you move keywords from page two to page one, you will increase your traffic and conversions.
So, compile a list of web pages on page two of Google results. Ahrefs Site Explorer is an excellent tool for checking your site’s rankings. In addition, you can check the ranks in other countries you are targeting for your enterprise business by using a VPN.
Afterward, analyze the pages that rank for your striking distance keywords while checking for factors like backlink profile, page speed, and Alt text tag.
3. Competitive Research
It is not possible to improve your search visibility without delving into the secrets of your competitors’ success.
Spying on your competitors’ online activities will reveal their ranking keywords, help you to spot content gaps, and unveil many link-building opportunities. Then, you can recreate these links, keywords, topics, and other strategies to outrank your competitors.
It is also crucial that you use Ahrefs competitor analysis toolto spy on sites ranking ahead of you.
Are you wondering how to do competitor analysis SEO?
One of the best Ahrefs competitor analysis tools to use is Ahrefs Content Explorer, Ahrefs Keywords Explorer, and Ahrefs Site Explorer.
You can use any or all of them to see the strengths and weaknesses of your competitors’ websites.
4. Use Featured Snippets
Targeting featured snippets will position your enterprise company to drive more traffic, leads, and market share. For example, 41% of customers’ queries include a featured snippet. Users are more likely to stay on your site without visiting your rival’s site with featured snippets.
(Source: Zazzle Media)
Here’s how you can target and get more featured snippets:
- Find low-hanging fruit
- Use short paragraphs in your content
- Include helpful lists (over eight items) and tables (more than two rows)
- Create specific headings for your featured snippets
- Optimize your content header tags for featured snippet keywords
- Use Google snip
5. Activate Voice Search Optimization
Are you looking for a unique way to overtake the competition?
Voice search offers a tremendous chance for enterprises seeking to drive significant traffic to their website. Researchshows that 40% of US internet users, which make up one-third of the US population.
Use voice search for their queries
(Source: First Site Guide)
You can incorporate voice SEO in your enterprise SEO strategy by optimizing your content for voice search and creating more voice-optimized content. Focus on long-form content with a featured snippet and local search intent for optimal results.
Although voice search optimizations are not easy to track, they still help increase organic traffic and rankings.
6. Find and Fix Broken Links and Redirect Chains
Enterprise sites are more prone to broken links (404s) and redirect chains (301s). These errors could negatively affect your SEO if not checked routinely.
Endeavor to find and fix any link issues your site may have by using software like Screaming Frog. You will provide users and search engines with a better experience on your enterprise website when you do this.
7. Do Link Building on an Enterprise-level
Why are backlinks important in SEO?
According to Ahrefs, an increase in a page’s backlinks will attract more organic traffic from Google.
Your enterprise company websites already have high-quality links. However, you still need to get more backlinks by analyzing unlinked mentions and doing cold outreach. Tools like Ahrefs are great for SEO backlinks services.
Effective Enterprise SEO is Possible!
Launching an effective enterprise SEO strategy is an expensive venture involving multiple stakeholders and a larger-scale SEO and digital marketing campaign. As a result, how you run your enterprise-level SEO campaign will determine whether you will get enormous ROI or waste vast amounts of money.
You would do well to partner with FlyingVGroup.
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