Search Engine Optimization (SEO) is the key to increasing online traffic and improving market positioning: 50 percent of all website traffic comes from organic search and 93 percent of online experiences begin with a search engine. However, as the business transitions from a small to large enterprise company, you may face slow-growing or stalled traffic, difficulty managing multiple pages, and stagnant sales/lead generation. Enterprise SEO is the secret sauce to sustaining online growth and driving more qualified traffic.
Enterprise SEO involves applying sophisticated SEO techniques to thousands or even millions of web pages of a large site to boost its overall organic visibility. In this article, we’re going to cover in detail what enterprise SEO is, what a good enterprise SEO strategy is, and the success metrics used to measure campaign performance.
What is enterprise SEO?
Many traditional SEO best practices fail and therefore need to be adapted for an enterprise site with multiple product pages, several keywords, and tons of smaller domains to manage. This is where enterprise SEO comes into the picture—the practice of focusing on SEO strategies that will improve organic presence and revenue for larger sites.
The scope of enterprise-level SEO is larger than that of regular SEO. You manage more pages, create more content, and scale up your traditional SEO tactics. You also require more strategic marketing for profitability and brand awareness.
How to frame a good enterprise SEO strategyEnterprise SEO benefits large organizations because their SEO issues are more complex: managing many web pages on the site, maintaining backlinks already acquired, and handling a high volume of content. Below are a few tips and tricks for how bigger brands and enterprises can devise optimal enterprise SEO tactics.
Choose keywords strategically
For larger sites, a dedicated enterprise SEO team should conduct regular keyword research and content gap analysis to ensure the content satisfies users’ intent and Google’s algorithm. Use a combination of short-tail and long-tail competitive keywords to win organic visibility and beat the competition.
Build more links from authoritative websites
The more backlinks a page has, the more organic traffic it gets from Google. When your pages show up in search results for important keywords, your website becomes more popular, and you gain more backlinks. Guest posting is another way to gain quality backlinks, where a top-level executive of your business can guest blog on authoritative websites, especially those in your industry. You can also release press releases to inform the public about your product or business news and earn backlinks to your website.
Produce more quality content
With enterprise-level SEO, you need to produce quality content at large. Your enterprise SEO team should conduct keyword research at scale and share continuously updated guidelines with the content team to make the content competitive and rank higher on Google. The SEO team should also establish a scalable process to identify old content that needs to be updated/refreshed in a way the backlinks and domain authority are retained.
Go for automation
Automation is vital for a scalable enterprise SEO strategy. Leverage automation tools to conduct keyword research at scale, analyze title tags and meta descriptions, identify problems throughout enterprise websites, monitor backlinks, and effectively conduct quality control. The developers can also create automated templates for different pages that can save time and effort.
Maintain optimal page speed
Better website speeds and mobile friendliness improve your users’ experience and make it easier for Google crawlers to index and rank your site. To increase the page load speed of multiple individual pages, you can reduce redirects, compress images, and cache your web pages. Additionally, the SEO team needs to establish a scalable process to take care of other technical SEO elements, such as using 301 redirects, issues with canonicalization, etc.
Key enterprise SEO metrics
The complexity of enterprise SEO lies in tracking the performance of multiple pages across different versions of your website. Below are a few of the metrics enterprise SEO teams should track to gauge the success of their campaigns:
Organic traffic: the number of visitors that come to your site organically, along with tracking data points, such as average pageviews, session duration, bounce rate, and interactions per visit.
Conversion rate: the percentage of visitors that come to your site organically and complete a specific action.
Backlink profile growth: the quantity and quality of backlinks earned from authoritative websites.
Cost per acquisition (CPA): the cost to win a new customer on your web page.
Crawl errors: the number of times a search engine tries to reach a page on your website but fails to reach it successfully with a 200-response code.
If you’re not transitioning from traditional to enterprise search engine optimization as your business and site expand, your competitors may start to slowly capture your online market share and begin to outrank your website. It might be time to implement enterprise-level SEO tactics to increase rankings in search results and drive more traffic that turns into revenue.