Enterprise SEO is a subset of search engine optimization (SEO) that focuses on optimizing websites for large corporations or organizations.
Unlike traditional SEO, enterprise SEO has a wider range of goals which includes addressing needs such as:
- Lead Generation
- User Engagement
- Revenue Generation
- Employee Recruitment
What sets enterprise SEO apart from traditional SEO is the scale.
Enterprise-level websites can have tens of thousands, if not millions, of pages. Just think of the large amount of unique content, as well as all the images, goods, videos, comments, and other assets that require ongoing attention at this level.
It can become a very overwhelming task to identify technical issues or issues with crawling and indexing pages on this scale.
These large businesses with enterprise-level websites require highly skilled SEO teams and advanced strategies to drive more traffic.
Scale is the key distinction between SEO for enterprise sites and small business sites.
Small business SEO is used on small websites that have a few pages to hundreds of pages. Enterprise SEO, on the other hand, is implemented on large websites with thousands to millions of pages.
As a result of this, large companies have to hire expert enterprise SEO teams.
Furthermore, on an enterprise site, the work magnifies immensely, whether it’s creating unique content, creating links or setting up microdata for product listings.
It takes a lot of time to do all of these tasks manually, this is why enterprise SEO requires the use of tools that allow for the scaling and automation of SEO tasks.
Another difference is that small-scale SEO services maximize growth while working within a tight budget. Thus, the outcome is incremental value.
Enterprise SEO, on the other hand, increases organic market share at the large corporation level while keeping risk low. In this case, the goal is to overtake the competition in organic search for a billion dollar product category.
This kind of growth requires a totally different infrastructure and team integration.
With regards to keywords, small business SEO typically targets long-tail keywords with low competition. While, enterprise SEO focuses on long-tail, highly competitive keywords.
Another difference is that large enterprises typically have multiple locations, franchises or a branch network and their SEO efforts must serve up unique content for each location to drive conversions. This rarely happens with small businesses.
Many enterprise SEOs manage the various, and, at times, competing, demands of multiple sites or subdomains while maintaining some level of uniformity.
Without a comprehensive SEO strategy, there is a high risk of duplicate content, keyword cannibalization, and inconsistent content.
SEO for enterprise-level companies is different from small business or personal websites because it requires more in-depth analysis and data interpretation skills than standard SEO.
For an enterprise organization, ignoring SEO can have serious harmful consequences.
Enterprise SEO is important because it gets your business in front of your potential customers, resulting in organic traffic being directed to the most crucial pages of your website.
Enterprise SEO is important because conventional solutions are not always effective on an enterprise-level scale.
Enterprise sites may experience issues that appear to be simple and easy to fix. However, these “simple” problems are much more difficult to resolve due to their complexity.
For instance, making changes to content of multiple pages could become an herculean task.
Enterprise SEO requires collaboration within the organization.
With large businesses, maintaining a website can involve various moving parts and people working together. Every action is essential and employees must understand their impact on the site’s performance.
There is stiff competition and enterprise sites are pitted against other popular brands with sophisticated SEO.
Big brands shouldn’t rely solely on name recognition to rank high in search. A basic SEO strategy like implementing a schema markup can improve a website’s performance regardless of size.
Large companies like Best Buy and Target were slower to embrace the practice.
A successful enterprise SEO strategy includes the following elements:
- Creation of quality content at scale
- Keyword selection
- SEO-optimized templates
- Customer-focused approach
- Enterprise SEO reporting
There are multiple steps involved in performing enterprise level SEO. You should be aware of these steps before you start designing your strategy:
Improve Crawlability and User Experience.
It is important that search engines can easily find and crawl through your site’s pages. Some ways to do this are
- Make your website’s navigation simple for visitors to use.
- Use 301 redirects when deleting outdated pages to prevent error messages from appearing to your visitors.
- Fix technical problems, like incorrect robots.txt, that affect the crawlability and quality of your websites.
- Make it easier for your site visitors to find the products they are looking for by adding a search bar with an autocomplete option
A proactive approach would be to give users the best experience possible
Improve performance by targeting Keywords Within Striking Distance.
These keywords are the low-hanging fruits that rank in positions 11-20. Targeting striking distance keywords also enables you to continuously update and improve your site’s visibility in SERPs.
Optimize your website for voice and visual searches.
You should aim to rank for Featured Snippets by making sure your website is optimized for voice and visual searches. This provides a great opportunity for enterprise SEOs to expand their online presence and reach new audiences.
Prioritize link building on an enterprise scale.
It is likely that, a business enterprise, you already have a lot of high-quality links from trusted sites in your niche. However, that doesn’t mean you should stop putting effort into obtaining backlinks.
Take advantage of internal linking opportunities.
You should make use of internal links to connect any pages with related content on your site.
For smaller websites, creating internal links is simple, but for larger websites with a lot of content, it can be challenging. However, you can use a related posts widget to display related web pages from your website at the end of the blog.
It is also a good idea to make it a rule that each new post must include three to five internal links to relevant pages.
Use structured data and implement schema for your website.
By doing this, your content will have a higher chance of appearing in the rich results and generate more traffic, click-through rates, etc.