This article gives insight into what enterprise SEO entails, the strategies large organisations can use to enhance and maintain their organic positioning, and how it differs from standard SEO and discuss enterprise SEO techniques.
ENTERPRISE SEO IS ABOUT BIG SUCCESS.
If you are a big brand, and looking at increasing traffic flow to the website to bolster revenue, then the enterprise SEO route is the way.
But for the average business owner and even bigger businesses, many say what exactly is it and how does it work?
So to begin, let’s stick to the basics. It is still the fundamental basics of search engine optimisation and its best practices but for big websites owned by big corporations.
People need to know that enterprise SEO is fundamentally the same as regular SEO. Where the differences occur are the strategy, scale and execution.
As with all marketing strategies, you look to sync all your goals across every one of your marketing channels and social media.
So let’s look at what the crux of enterprise-level SEO entails and how an enterprise SEO agency strategises what large organisations can count on to get higher rankings and, importantly, maintain them.
The word enterprise lends itself to a large business.
MAKING IT EASIER FOR GOOGLE TO FIND AND INDEX YOUR WEBSITE
Before concerning yourself with rankings, the first port of call is ensuring Googles crawlers can find and index your site.
It begins with a known page and then finds internal links, subsequently following them to find other pages. That’s regular SEO and applies the same way to an enterprise website.
Google moves through the site using your internal links. Therefore if your page lacks these vital links, you are making Google’s job more challenging to know the other page(s) exist and rank them.
So being intelligent and having a solid architecture for your site is essential to the structure of an enterprise website.
For example, to make it easy for Google to find and then go through your pages, your internal linking structure needs to be logical in its setup.
In SEO enterprise techniques, we call ‘setting up a hub‘ that is subsequently linked to subpages that we call ‘spokes‘. This results in what SEO specialists call a ‘topic cluster’.
Now, I understand this may come across as complex, but not for Google’s crawlers; it isn’t. It makes their job fast and efficient in understanding the structure of your website and quickly finding your web pages.
CUSTOMISED SOLUTIONS ARE WHAT ENTERPRISE BUSINESSES NEED. BACKLINKS HOW TO MAKE USE OF THEM
It is widely accepted that 10 per cent or less of website pages receive organic traffic. Therefore that equates to 90 per cent or more pages out there are never found. Why is that?
SEO professionals agree it is due to an absence of backlinks, which is accurate as over half of these particular web pages don’t have enough quality backlinks.
This may surprise you, as anyone in the SEO industry knows there is a direct correlation between organic search traffic and backlinks.
There are numerous link building strategies in today’s SEO, but two are prominent.
Firstly, obtain authors who mention your company on other websites and what they do is request a link of that mention to your site.
You can find these by conducting a search on your brand on the SERPs but ignore your domain’s search results and look at what else appears.
The other way is to find authors who have written topics of the exact nature and outreach to them by requesting a backlink to your content.
When you do this, make sure it is not a generic outreach. Personalise it and make it respectful but short. But make sure to point out clearly why linking between you will be beneficial.
LOOK FOR HUGE TRAFFIC TOPICS
The reality is that even with backlinks, it is expected that pages still receive no search traffic.
A general explanation for this is that they are probably not covering topics with significant traffic or traffic potential.
To simplify this, you won’t receive traffic to the site if your pages have keywords and topics that are not current and popular.
So, how do you find out what internet users want and search for?
Thorough Keyword Research. A practice that has been conducted for online business since the day dot. It would be best to find what people are searching for related to your business, services, or products. There are many tools out there to help you, such asSEMRush or Ahrefs.
Once you have identified search volumes, focus on what is relevant to your business, and don’t stray off-track. For Enterprise SEO, it is essential to search for high volume keywords and avoid low volume as they are difficult to get ranked.
CONTENT IS THE KING MORE THAN EVER
Even in everyday small to medium-sized businesses SEO, the importance of quality, engaging content is paramount. Still, it is of even greater significance at the enterprise level.
Google now values fresh, up-to-date, engaging content more than ever, especially after the 2021 updates. But it is no use putting up some great content and then leaving it there for six months. There needs to be a constant flow, and it needs to be informative.
However, content doesn’t write itself. We are talking about enterprise-level business here, with extensive outreach and a big website, so an investment in a content marketing team is imperative. They need to be on the ball constantly looking into everything your industry is doing, where it’s going, innovation and so on, and just keep writing, blogging and posting about it non-stop. Look to set yourself up with both an internal and external team.
You won’t need many for your internal team, and the two most prominent positions are your blog editor and staff writers.
An external team would be outsourced writers that work with an internal editor. There is no right way to structure this, so choose what is best for you and what will work.
As long as the teams have good research capabilities, industry knowledge and networking know-how, you are heading in the right direction.
FEATURED SNIPPETS AND HOW TO USE THEM
Featured snippets have risen to prominence recently as a positive ranking factor for Google. They definitely help enterprise-level businesses receive high-quality traffic.
Your enterprise SEO outlook should include endeavours to target and win features snippets.
Suppose your site appears as a featured snippet. In that case, you’ll be under the spotlight immediately, therefore dragging traffic away from your competition. Of course, the flip side to this is if you don’t have one, the opposite effect is happening; they are going to your competitors.
ENTERPRISE SEO AND ITS ONGOING PROCESS
SEO is not for the faint-hearted and cannot be worked on here and there; it is a constant that must be adhered to. You may well rank on spot one for two or three keywords today but not tomorrow if you don’t keep pushing, as your competition want that top spot as that is where the business comes from.
Paid searches may get you business, but they are not the solution. Organic SEO has taken over the marketing world and is here to stay. Become complacent with it, and you will fall quickly.
Keeping up with the latest trends is what your team must be doing to stay competitive. Use the analytical tools, like the examples I gave you above. This kind of SEO needs regular monitoring, and your results must be continually measured against your competition. If you feel your in-house team is not doing enough, outsource to a reputable enterprise SEO agency. They will jump at the opportunity to evaluate your project and get to work.
CONCLUSION
So as you can see, enterprise SEO techniques are fundamentally the same as general SEO. It is the practice of ensuring Google crawl and index your pages. You put up engaging content to get people’s attention to drive traffic to your site. You just need a more extensive set of people, both internally and externally, working with you. The significant difference is the scale of the work and the strategies you employ as you are taking on significantly wealthy and successful businesses. You are all fighting for the same thing – to be on top. Good luck with your endeavours for 2022.
