Enterprise SEO – We’ve all heard children dream about what they want to do when they grow up. Their hopes and ambitions revolve around, getting bigger and stronger.
Yeah, I grew up with this mentality. The same can be said about businesses. Being able to grow, establish great SEO practices, and reach more customers are a few of every business owner’s main objectives.
But an enterprise… that’s a whole different ballpark.
The word holds such power that small businesses often look up to them in awe and inspiration. I mean, we’re talking about organizations like Apple, Walmart, and Amazon. Who doesn’t dream of a business that expands the globe and has millions in revenue?
But before we proceed any further, let’s begin with the basics.
What is an enterprise?
Surprisingly, there’s more than one way to define an enterprise. It can be:
- an organization that offers services in multiple locations, covers a large geographical area or has offices around the world.
- A big company with complex processes, vast stakeholders, and high revenues.
- But lately, as businesses transition to the digital platform, online enterprises have emerged. They are corporations with large sites that have thousands of web pages.
As you’ve probably figured out, the commonality here is the scale of the business. It’s all about being big. While it may seem that they have an enormous budget and unlimited resources to manage just about everything, this is not always the case.
An enterprise has to work equally as hard as any other business to stand out and gain a competitive edge in the market among other players.
SEO is definitely a perfect solution.
Yes, you’re right. It offers brands greater visibility on search engines, enhances brand reputation, improves traffic, and boosts conversions. According to impactbnd.com, 61% of marketers claim improving SEO and growing organic presence is their top-most priority. Implementing SEO best practices ensures that Google reads and indexes web pages accurately.
Google search consists of three components:
- Crawling- the process of finding pages
Google crawls through a site and its web pages to find the links on them. Googlebot, Google’s crawler, then follows these links to discover other pages. The process repeats infinitely so that Google finds almost all the pages on the web.
- Indexing- the process of extracting data from webpages and storing it on Google’s database
Attributes such as the title, URL, links, etc. of a site and its pages are stored in Google’s database after it crawls through them.
- Delivering- the process of displaying search results
Google uses algorithms to match search queries with its databases and provide relevant search results.
But enterprise SEO is not the same as traditional SEO.
Enterprise SEO must be able to accommodate the sheer size and complexity of an enterprise. With more recognition than a small startup, they require an SEO strategy that is tailored to their particular needs.
Traditional SEO can be used by businesses that have a small website consisting of hundreds of pages. The target is usually on long-tail, less-competitive keywords.
On the other hand, Enterprise SEO deals with huge websites that have several thousand pages, typically a page for each product. Moreover, enterprise SEO focuses on short-tail, highly competitive keywords. So even though it uses the core SEO concepts, it also requires more advanced techniques.
Therefore, enterprise SEO requires:
- An extensive team of experts. The robust campaign that an enterprise will need different departments to handle content creation, technical SEO, branding strategies, etc.
- Continuous effort to get a campaign off the ground. Because of the scale of the business, many interlinked aspects need to be managed before actual results can be visible.
- Patience. An enterprise can consist of several sites, each with unique requirements. So what works for one may not necessarily be effective for another. Formulating a successful enterprise SEO campaign often relies on learning through trial and error.
- A constant watch on several metrics. For enterprise SEO, the focus is not only on traffic and rankings. Sales and revenue growth are equally as important. Creating an SEO dashboard helps bring all the essential metrics in one place.
Common challenges faced by enterprise websites
The sheer volume of sites and web pages on an enterprise website makes Enterprise SEO a demanding task. Common issues include:
1. Thin content
Not so long ago, some site owners resorted to keyword stuffing as an SEO tactic. Now, search algorithms are more advanced. Pages with low-quality, useless content can instantly drag rankings down.
Often pages show up with thin content that offers no value to readers, no content, or content that has been stolen from another source. Enterprise website owners need to be especially careful of this. An easy way to identify problems with content is to look at how much time users spend on web pages. A high bounce rate indicates that viewers are not satisfied with the content. This is a clue that the page has thin content.
To gain more insights into creating content that Google and your readers will like, continue reading:
2. Duplicate pages
An enterprise website has a large number of web pages. So it’s common to come across duplicate pages. In fact, almost 30% of the Internet has duplicate content.
However, if this goes unchecked, it can significantly harm your SEO campaign. Since search algorithms are unable to differentiate between original and duplicate content, an original page can get lost. All your efforts (linking, authority building, etc.) to boost consumer trust and SERPs rankings will be for nothing.
You can utilize a ‘301 redirect’ or the ‘rel=canonical’ attribute to duplicate pages and mark them with noindex, no follow tags.
3. Highly-competitive keywords
Keywords come with a whole package. Looking at their relevance, strength, and difficulty helps build a better strategy. Disregarding these aspects may mean wasting effort and time on the wrong keywords.
An enterprise SEO strategy is often developed around short-tail keywords that face a lot of competition. Moreover, because of the vast number of web pages, there are a lot of keywords that will be used.
But large websites can get help from tools that automate keyword research. Combining research and analytics methods can help find the right keywords and monitor their efficiencies.
4. Building and maintaining a good link profile
Every marketer knows the importance of a good backlinking strategy for an SEO campaign. Quality links help sites gain authority by their users as well as search engines.
So it’s evident that search engines will be looking closely at link profiles, including anchor texts, what types of links are being used, how they were acquired, etc. An enterprise website needs to enhance SEO efforts by building a robust internal linking strategy and link to other web pages on their site besides the homepage. This not only expands the link profile but also helps direct traffic to other pages.
More importantly, enterprise websites should avoid linking to low authority sites. It can ruin a healthy link profile. But the real challenge lies in spammy websites linking to an enterprise site in order to gain visibility. Therefore, it’s crucial to run constant checks on a link profile and sever bad connections before an SEO penalty is incurred.
5. Site speeds
Because of its size, an enterprise website is usually slower than a smaller website. But slow site speeds can impact UX negatively, often causing users to abandon a site rather quickly.
Search engines monitor these aspects and use them to influence rankings. An enterprise website can’t afford to make users or Google unhappy.
Inefficient code and processes on front-end and server-side components can cause loading delays. Optimizing loading times may involve a series of actions, such as investing in a more powerful server, preventing overload on servers due to thin content and empty pages, rectifying bad code, etc.
5. Website structure
An enterprise website is always growing as more pages are added every time a new product or service is added. A website that is appropriately structured will facilitate Google’s crawlers to go through these pages. Moreover, indexing pages using efficient SEO tactics and optimizing a website’s structure are fundamental ways that enterprise owners can always stay in the SEO loop.
6. Too many KPIs
Much like the number of pages on an enterprise site, there are countless KPIs to monitor. However, primary efforts need to focus on revealing the success rate of SEO efforts, while secondary efforts can be used to measure the value SEO offers to the organization.
Though a monumental task, enterprise websites need to keep track of essential KPIs. Depending upon key metrics important to their business, enterprises should implement best practices that track, monitor, and analyze them.
Some that you should consider are:
- Organic traffic
- Number of pages driving traffic
- Link profile growth
- Site issue changes
- Repeat visits or branded visits
According to North Star Inbound, 45% of enterprises invest $20,000 a month in SEO. If they’re spending such an impressive amount, it must be for a good reason. Not only is managing all of it overwhelming but keeping track of the metrics in order to create a data-driven, strategic approach can be very time-consuming.
The question now is, what are you doing to get your enterprise the attention it deserves?
Often the solution lies in partnering with the right SEO agency, like Growth Proton. If you’re looking for more information about enterprise SEO and how it can help your business prosper, consider contacting one of our representatives.
You’ll receive dynamic, innovative marketing strategies, and actionable advice that will help your enterprise grow, scale, and improve revenue.