Enterprise SEO: A CMO’s Guide to Getting High Rankings, Increasing Traffic and Scaling

What is Enterprise SEO

As you know, search engine optimization is an essential part of your business as high rankings in search results increase brand awareness, boost conversion rates, and have an indirect impact on revenue. You may have heard of so-called enterprise SEO that requires new tools and tactics and is much more challenging than the traditional one. 

Through enterprise SEO, you can improve traffic and scaling and get higher rankings. 

If you haven’t used enterprise SEO or want to know ways to get better results with it, check this ultimate guide of enterprise SEO to understand how you benefit from it. 

What is SEO?

Before talking about enterprise SEO, let’s understand why you need SEO in general. SEO is the acronym of search engine optimization that refers to the process of improving a website’s ranking in search engines. Through SEO:

    • You improve your website’s visibility.
    • Drive organic traffic.
    • Convert leads into customers.

SEO is a crucial part of your digital marketing tools. Higher rankings are especially essential for e-commerce websites. For example, if you are a Shopify seller, you need to develop a Shopify SEO strategy to get higher rankings, boost your visibility, get more traffic, improve conversion rates, and increase sales for your business’s success.  

What is Enterprise SEO?

It’s difficult to optimize a website with thousands of web pages and keywords, which is why you need enterprise SEO. Enterprise SEO is a method of increasing organic search presence for enterprise-level websites that have thousands or millions of pages. 

While the basics of SEO don’t change much at the enterprise level, the scale changes. Enterprise SEO is a marketing technique for large businesses that aim to increase traffic through search engines such as Google. Large businesses benefit from enterprise SEO services since organic traffic increases dramatically, resulting in more leads, conversions, and revenues. Enterprise SEO strategy should always be handled by a professional team of SEO experts

Small Business SEO vs. Enterprise SEO

Let’s understand some of the major differences between small business SEO and enterprise SEO: 

Small Business SEO – Small business SEO is used on websites with a few to hundreds of pages. In this case, you use less-competitive long-tail keywords, typically made of three to five words.

Enterprise SEO – Enterprise SEO is performed on large websites with thousands of pages. Big businesses need to have separate pages for each product, and that’s why they’ll need the help of enterprise SEO teams. In this case, you use highly competitive short-tail keywords (one word). It’s reasonable that tactics that work well for a small number of pages may not work well for larger sites. And that’s the main reason why large companies need enterprise SEO. So, enterprise SEO requires higher investment and long-term strategy. 

It focuses on SEO strategies to boost the revenue and organic presence of large companies. 

Strategies of Enterprise SEO

Enterprise SEO provides a variety of effective digital marketing techniques aimed at enhancing your company’s organic positioning. Enterprise SEO tactics can include:

    • Auditing
    • Keyword Research
    • Competitor Analysis
    • Featured Snippet Optimization
    • Voice SEO
    • Structured Data, etc. 

Benefits of Enterprise SEO

Enterprise SEO benefits large companies because the SEO issues are more complicated due to some factors, including:

    • The number of web pages on the site.
    • The number of obtained backlinks.
    • Acquired domain authority, etc. 

Enterprise SEO should be scalable and sophisticated. And here are some of the benefits you’ll have with enterprise SEO:

Maintain Brand Reputation Enterprise SEO is great for reputation management. Enterprise SEO can help you emphasize the positive aspects of your company by acquiring backlinks. Enterprise SEO services are tailored to meet the marketing needs of the company. That means the tactics are tailored to your company’s demands, providing you the power to manage and control your brands and company’s online content. For example, you can control the negative information of your company and convert the poor reputation into a good one through enterprise SEO strategies. 

Why do you need it? When potential customers look for your company, the top results may bring negative information about your business and make them lose their trust in you. However, if you address the issue and respond to it with optimized and keyword-researched content, soon, the positive content will be on top of search engine results, making you maintain your brand reputation. An enterprise SEO agency assures that you have complete control over all branded properties. 

› Boost Brand Authority – Building and sustaining authority is critical for businesses to succeed in today’s competitive market. Enterprise SEO services help you add links to authoritative and reputable websites, which helps you improve business credibility and establish industry authority. Even when your business is well-known, it doesn’t mean that it will remain reputable if you do nothing for it. 

Customers can easily lose their trust in your brand’s intentions if they don’t get any trustworthy information. When you share authoritative content on your website and social media platforms, your target audience trusts your business and buys from you. An enterprise SEO agency develops a content strategy that establishes you as an authority and generates content that draws in high-quality backlinks to your site.

Enterprise SEO services can help to establish relationships and links with reputable websites, boosting your brand authority. 

› Bring New Audiences – If no one sees your product or content, it doesn’t matter how good it is. No one will be able to know you if you do not appear in a Google search. Increased visibility and client reach are the key advantages of implementing an enterprise SEO strategy. Backlinks from reputable, authoritative websites can help you enhance your SERP ranking and expand your audience. A well-executed enterprise SEO strategy not only maintains your current ranking but also determines places where you can expand your reach and attract new audiences.

With high-quality content, an enterprise SEO strategy may help you engage customers at every stage of the buyer journey. You can look at search data to discover what questions and keywords your consumers are using as they go through the buying process. Your marketing team may use this information to develop high-quality content that fits the search intent and meets the customers’ needs.

› Increase Conversion Rates – As you know, enterprise SEO drives more traffic. However, it will have no value if it doesn’t result in conversions. So, an enterprise SEO strategy applies purchase-intent keywords that make visitors who want to make a purchase come to your site. CTA optimization, heatmap optimization, and content optimization result in higher conversion rates by aligning buyer intent with your website’s content. 

› Avoid Traffic Loss During Algorithm Updates – Algorithms and search trends are both constantly changing. Every day the search ranks change. Every time Google updates its fundamental algorithm, it affects thousands of websites. The negative impact of it can cause traffic losses and drops in ranking. The majority of experts think that if your site’s content, technical SEO, and architecture are all well-crafted, algorithm updates will not cause your traffic to plummet. 

5 Tips to Make Enterprise SEO Strategy Successful

Here are 5 strategies for having a successful enterprise SEO campaign.

1. Update Content

Updating content is one of the tactics of enterprise SEO. The web crawler indexes your websites more frequently when you update older content. As a result, search engines frequently visit your website and place your new content on the front page. So, keeping your old content updated is crucial to any SEO strategy.

2. Website Structure

You won’t be able to provide your audience with the best user experience if your website isn’t well-organized. This will have a negative influence on the SEO of your website.

Consider topics, niche topics, and subtopics to structure your website. Create categories, subcategories, and tags using the spoke-hub model. In this way, you can increase the topical authority of your site. Also, you can examine user behavior on your website to find the most visited pages of your site. Include those pages in your footer, navigation, sidebar, etc. to make them more accessible for your users. 

3. Featured Snippet Optimization

The expanded snippets that appear first in the Google SERPs are referred to as featured snippets. The goal of Google featured snippets is to provide an immediate response to a user’s query. When you appear on top organic search results, it can increase click-through rates and your brand awareness. 

Earn featured snippets for an enterprise SEO strategy:

    • Use tables, lists, and brief paragraphs to make your point.
    • Use headings.
    • Address users’ questions in an H1. 
    • Use visuals to support your content.
    • Answer queries concisely.
    • Use a format that users prefer. 

Ask yourself whether your content answers users’ questions about the topic. If not, update your content and give a brief and specific answer. 

4. E-A-T Principles

Create authoritative content with E-A-T principles that stand for expertise, authority, and trustworthiness. Google uses these three factors to measure the credibility of a brand or website. Google wants to provide the best possible experience for search engine users, so it only promotes websites that it fully trusts. 

Tips to improve your website for E-A-T:

    • Examine your external links to ensure they are reliable.
    • Get backlinks from authoritative websites.
    • Research your brand reputation and remove negative SEO.
    • Remove spam comments from your website.
    • Delete or update poor content.
    • Provide the name of the person who writes the blog content. 
    • Publish original content.
    • Use HTTPS to build trust. 
    • Share high-quality content and be active on social media.

5. Voice Search

Adopt voice search for your enterprise SEO strategy. 

One of the best enterprise SEO methods for staying ahead of the competition is to use the latest technologies.

One such technique that should not be overlooked is voice SEO optimization. Many people prefer to speak about their Google inquiries rather than type them in. You’ll lose clients if your website isn’t optimized for voice search inquiries.

You should do the following to make your website voice search friendly:

    • Create well-organized content with lists and H tags.
    • Include FAQ sections. 
    • Use conversational keywords. 
    • Mark up your content with a schema to notify search engines of what your website is about.

Now you know all the essentials about enterprise SEO. It’s time to implement the strategy if you have a large company and need to optimize millions of web pages and be on the crest of a wave. 

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