SEO is challenging enough for even a small website with a few pages and links. The challenge rises to another level when numerous pages and links need optimization.
Enterprise SEO is a large-scale approach to regular SEO. Enterprise SEO is not “SEO done for an enterprise”. It is simply, “SEO done based on business goals and reaching a unique position on Google SERP”.
Failing to monitor SEO failures can hurt brand reputation and business revenue. One single newsflash about the company can flood their website with traffic.
Likewise, a technical glitch can tank SERP rankings. A business acquisition, major brand tie-up or controversy can all impact enterprise SEO.
Let’s deep dive further into Enterprise SEO and see what makes it so different.
There are no generic set of rules that turns a website into an enterprise one. The key drivers for an enterprise website are the number of pages, company revenue and its reputation.
The volume of pages usually crosses 1000+. Another school of thought states that an enterprise website is determined by the size of the organization working on that site.
The logic behind this comes from the thought that SEO for large enterprises needs a big team to manage their website. And therefore, must be key to generating revenue or building a lasting brand image.
Traditional SEO fixes won’t work for enterprise sites. Their complexities mean skilled expertise is needed to fix their issues.
New pages could be required to replace legacy content. The sheer number of pages to be replaced is a massive task. Then there is the domain authority and inbound links to think about for the older or juicier pages.
Keeping the website SEO fresh means sacrificing on a bit of brand reputation. That makes Enterprise SEO a double-edged sword to work with.
Then there are organizational barriers such as product, IT, marketing content that require time from subject matter experts from within the team. Most of these departmental personnel are super-busy and that makes churning content difficult.
Multiple departments mean collaboration gets difficult. A category manager will be interested in his product catalogue getting optimization done. Then there are approvals needed from higher-ups.
At times, the actions of independent stakeholders could have an impact on the website’s performance. For e.g. technical maintenance could leave the website non-productive, which could hit sales numbers.
Enterprise SEO also needs to tackle stiff competition. If you look at Airtel, which is one of India’s top telecommunication giants, it still struggled to feature in the top three SERP results. This is because local competitors were always a step ahead of them.
Then came an interesting enterprise SEO strategy that helped Airtel optimize content for close to 2000+ keywords and 400+ local sites.
This way it was able to move ahead of its competition nationally with 2000+ keywords getting into top three positions and a nearly 3000% hike in traffic from local search queries.
The stakes are high because online shopping has left brick-and-mortar retailers with no choice but to jump on the SEO bandwagon. Not keeping up with SEO, means getting beaten by younger, lesser-known brands who come up with sophisticated SEO techniques to rank higher.
Enterprise SEO Features
Enterprise SEO requires better planning, strategy and patience. Whether it is setting up microdata for product listings or building links, the work is always multiplied as compared to traditional SEO.
With product launches, announcements, and mergers, that work grows ten-fold. Enterprise SEO requires tools that enable automated SEO tasks. This makes enterprise SEO necessary.
Local search queries lead to offline purchases. For large enterprises with branching networks and franchises, location-specific content works best to drive conversions. They need to work on ‘near me’ locations or voice search to stay ahead of competition.
Multiple properties mean running multiple sub-brands. There is a chance that these sub-brands will compete with keywords or overlap with a common audience.
Enterprise SEO provides a holistic approach to SEO, trying to navigate through content inconsistency, keyword cannibalization, and of course duplicate content.
Lastly, higher domain authority can lead to possibly worse PR. Negative news can dominate branded SERPs. Imagine a large conglomerate, engulfed in negative news with regards to their CEO.
With nearly 10,000 searches related to the CEO, out of your company’s 15,000 industry searches, the whole SEO castle will come crumbling down.
The risk is high and no matter how good a PR team is, sophisticated SEO can turn against you. A solution to this I feel is to work doubly in coming up with a content strategy that highlights the CEO’s achievements and accomplishments.
Through smart use of technical SEO, the unfavorable stories can be quelled. Hook up with Wikipedia to set up a page for the CEO. Respond to negative queries on community forums.
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