The Content-Driven Guide to Enterprise SEARCH ENGINE OPTIMIZATION

enterprise SEO

Organization SEO is finally getting the attention it deserves.

For a long time, the world’s biggest companies kept their particular ad spends high and stayed somewhat stuck in the Mad-Men era of traditional ad campaigns. Thanks to their own already-established huge brand presences, in many cases this continued to operate just fine.

For some time, anyway.

There are no denying that today every brand — regardless of how big — needs to get on board with content marketing and, more specifically, a strong enterprise SEARCH ENGINE OPTIMIZATION strategy . Google along with other search engines have totally democratized brand visibility potential. Huge brands can’t expect to simply beat out smaller industry gamers with bigger budgets plus higher brand recognition.

The thing is, these smaller, newer, more entrepreneurial companies? They’re often savvier on the SEO game than huge enterprises. When your company is huge, there’s more to coordinate and speed will be difficult. It’s easy to drop behind without a focused hard work.

In this post, we will cover why large companies need to launch a strong business SEO strategy and ten actionable steps they can decide to try do it.

Quick Takeaways

  • Enterprise SEO is a crucial part of managing the high-volume content produced by large companies.

  • Content planning and developing internal best practices are 2 key preparatory steps designed for strong enterprise SEO.

  • High-quality, consistently published content produces the best SEO results.

  • Backlink and striking distance keywords are two “low-hanging fruit” opportunities for large companies to strengthen their enterprise SEO.

  • Paying attention to website framework, technical issues, and replicate or thin content are usually key to maintaining strong website performance.

  • Regular confirming on key KPI metrics can build buy-in just for enterprise SEO across your organization.

What is enterprise SEO and exactly why is it important?

Enterprise SEO is the execution of a comprehensive, large-scale strategy for increasing the organic search presence of an enterprise-level website. Because of the sheer scope of an enterprise SEO strategy, it requires true organizational commitment and management as well as an alignment along with larger core business objectives.

In other words: it is no small undertaking.

But it is critical in order to business success for huge companies — even people who already have a significant market share — because of the way consumer actions are changing along with norms for how businesses communicate with their particular customers.

The internet — search engines specifically — have massively leveled the playing field for brand visibility. No matter how traditionally before its competitors a company might be, without an enterprise SEO technique it is at risk of being beat out by newer, smaller, or even savvier companies for space on search results pages (SERPs) .

At the core of any kind of SEO strategy, including those people at the enterprise level, is high-quality, consistent content . Without strong content, no enterprise SEARCH ENGINE OPTIMIZATION strategy will succeed. That’s why our 10-step guideline for enterprise SEO is targeted on great content very first, then key follow-up strategies to keep things fresh, prevent common pitfalls, and increase performance.

10 steps to a successful enterprise SEARCH ENGINE OPTIMIZATION strategy

Develop a content plan

Enterprise SEO is a (major) part of an enterprise articles strategy. A good content strategy requires a content plan, which is the very first step we suggest to put yourself in the greatest position to maximize SEO opportunities.

Large corporations may have resources that smaller companies do not, but they also provide their own set of challenges because of their size. Coordination, consistency, speed — these are all elements that are more difficult for large enterprises when it comes to content marketing and advertising.

Recent research done by Content Advertising Institute found that 74% of enterprise marketers said coordinating efforts across sections is challenging, and 60% said their organizations have got too many departmental silos.

enterprise research challenges

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It may be impossible to completely eliminate these issues yet taking time to create a strong content plan before implementing any tactics can go a considerable ways in minimizing them. Internal content planning teams ought to be cross-functional and include representation through many areas in the corporation.

While your own marketing team should take the lead on creating your execution tactics and timeline, including a wide range of representatives in the ideation phases of planning not only leads to more concepts and a bigger perspective, it creates more buy-in across the organization. This buy-in will be essential later on as you work to keep your website optimized plus messaging consistent.

Develop internal SEO best practices

Most people in a enterprise won’t be SEARCH ENGINE OPTIMIZATION experts. Yet, they’ll have got job responsibilities like internet site updating, social networking , video production, copywriting and more — all that may affect your website’s SEO performance.

Because of this, every enterprise SEO strategy should prioritize internal SEARCH ENGINE OPTIMIZATION best practices. This can be done in a number of ways:

  • Provide SEO training for every content creators and internet site updaters

  • Develop an SEARCH ENGINE OPTIMIZATION guide that’s always available

  • Create clear processes meant for content quality control prior to publication

Content, content, and more articles

There is virtually no such thing because too much content when it comes to effective enterprise SEO. The more top quality content you produce, the more visible your brand is going to be.

Fortunately, there are several types of content you can produce and ways you can incorporate it into your larger strategy. Web sites, blogs, videos, social media content, infographics and podcasts are examples of content you can generate that can contribute to enterprise SEO performance.

Articles Marketing Institute reported recording that enterprise marketers regularly used 10 different types of content in the past 12 months, with blog posts (89%) and pre-produced videos (81%) the two most popular.

enterprise content types

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Remember: SEO rankings don’t emerge over night. It’s a long game, and it also requires commitment and persistence. Produce lots of content plus publish it regularly and you’ll see an impact.

Prioritize link building

Link building remains one of the most important Search engines rankings factors for companies of every dimension. For enterprise-level organizations, link building presents an even bigger opportunity because they have larger sites and (generally) more established brand authority, making it easier to obtain other companies to link returning to your content on their websites, as well.

Internal link building is the easiest tactic and one that should not be overlooked as being a contributor to enterprise SEO. Seek out opportunities to link internally throughout your website and weblog content. Make sure that your most significant and best-performing content is definitely linked frequently in other areas on your website.

Creating consistent and useful content is the surest way to gain external links, so that as we said, this is even easier for enterprises with the established brand presence. Different ways to increase external links are usually to guest blog plus partner with influencers in your market.

Pursue keywords within striking distance

Even easier compared to starting from scratch to rank new keywords is take a look at those you rank meant for, only off the first SERP (which, let’s be sincere, is almost as bad as not ranking at all). These are often referred to as striking distance keywords , and they’re like the lower hanging fruit of organization SEO.

They could also be identified easily with keyword research tools like SEMRush. Here’s how:

Enterprises are likely to possess thousands of keywords they’re position for due to the size of the websites and existing brand name presence. It’s important to continually focus on those with the highest potential (typically those ranking upon page two or three) that probably require smaller sized tweaks and updates to improve their rankings.

Map your keywords

Keyword mapping is a way to guarantee the pages on your website are ranking for the correct keywords based on user intent.

For example , in case a customer makes a general query but is led to webpages about specific products, consumer experience suffers. They’ll need to go searching through your website to get what they need.

Keyword mapping, in summary, requires intentionally grouping keywords simply by theme or user intention and aligning them with the correct pages on your website so your ranked content has the best potential to convert network marketing leads.

Conduct regular content audits

Enterprise SEO (and any part of your content strategy) can be never a one-and-done offer. Regular content audits assist you to see which content is usually performing best, identify opportunities for improvement, and place problems early.

Content audits are also crucial because SEO tactics and ranking factors evolve and change. Audits help you keep your content fresh and ensure even your best content doesn’t fall off its rankings.

The practice is even more critical for enterprises because of the volume of content they publish. One broken link, when linked internally at a high frequency, could have impactful consequences on your website’s performance. It’s better to be proactive with audits than be stuck playing catch up after your content performance suffers.

Optimize internet site structure

Having all website pages indexed plays a huge role in determining your rankings. Google and other se’s are constantly crawling the internet and indexing sites for better SERP accuracy.

website architecture

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In general, webpages fail to be indexed by search engines when site structure is poor, or the website has many technical dilemmas.

Get your enterprise’s web development also it teams on board with your SEARCH ENGINE OPTIMISATION strategy and work with them in an ongoing way. Just like performing content audits, proactively monitoring your website for problems is a way to mitigate risk and identify issues earlier in the day to avoid performance issues.

Working it into your standard processes by creating a partnership with web and IT teams also creates a better organization-wide understanding of SEO and its importance.

Eliminate duplicate and thin content

Larger websites are more likely to have duplicate or thin content. Duplicated content is just how it sounds: the same content in multiple places on your website. Thin pages are those with almost no content or that don’t bring high value to your users.

The problem with this content is not that it’s inaccurate, but that it confuses search engines about which content is most important. Eliminating content that you don’t need ensures that the pages your users find on SERPs will deliver value.

Measure goal driven KPIs

Last but definitely not least is to make KPI measurement a regular part of your strategy. There are a few reasons this is important. First, it tells you whether or not your strategy is working. Without measuring results, your enterprise SEO strategy is actually a shot in the dark. Regular reporting on key metrics increases accountability and enables you to make adjustments as needed to keep your content optimized.

Second, it demonstrates to executives and others at your company how SEO makes an impact on content and website performance. This builds buy-in across the organization and helps increase the effectiveness of your strategy with time.

Boost your enterprise SEO strategy with great content

Are you aware that Marketing Insider Group has a team of writers and SEO experts that can deliver you optimized, ready-to-publish content every week for a year? Our Content Builder Services have a complete content audit and customized editorial plan.

Contact us today to schedule a quick consultation and learn more about how we will help you jumpstart your content strategy!

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