How To Best Optimize Websites for Great Enterprise SEO
Are you a business with a massive online presence? Do you have hundreds of pages competing for the same keywords for search engine optimization (SEO)? If so, you need a good enterprise SEO plan to improve your digital marketing performance.
This blog post explains enterprise SEO and provides three solid tips to boost or retain your rank in search engines:
- Conduct a content audit to know your winners.
- Manage technical SEO to enhance the user experience.
- Collaborate with stakeholders to more cohesively run SEO campaigns.
Read the article below to learn how to execute each technique. Let’s go!
Want to learn more about the Digital Authority Partners approach to SEO? Watch this video!
What Is Enterprise SEO?
Enterprise SEO is optimizing large-scale, complex websites of organizations with a substantial online presence to generate organic traffic and visibility.
It is not business-to-business (B2B) SEO, which covers optimization techniques to attract other businesses. Enterprise SEO works with business-to-consumer (B2C) marketing. Think of websites such as Nike or Amazon.
Compared to traditional SEO, enterprise search optimization:
- Deals with massive websites requiring advanced management tools and strategies.
- Needs the collaboration of different departments, including marketing, information technology (IT), content creation, and website development.
- Relies heavily on data-driven decision-making.
- Requires a well-defined content strategy catering to various audiences while maintaining consistent brand messaging.
- Operates in multiple locations or targets diverse global markets.
3 Enterprise SEO Tips to Rank Well
Handling the sheer size and complexity of enterprise websites can overwhelm even a veteran marketer. For this reason, Digital Authority Partners (DAP) strongly recommends working with a digital marketing agency specializing in this niche.
Every approach is different and often based on your marketing objectives, budget, and historical performance. Here are three common but effective tips:
1. Conduct a Content Audit to Know Your Winners
A large website with hundreds of articles most likely has winners. Winning pages are those that:
- Have the highest traffic. (Beware of those with a 100% bounce rate or unusual referring domains because these might be from spam or malware.)
- Are ranking for one or a few keywords.
- Align with your marketing objectives or goals.
- Contain valuable information that you can easily update.
Even if these pages do not perform as well as those of your competitors in the search engine results pages (SERPs), their potential to compete aggressively or even outshine leading results is high.
How do you know your winners? Conduct a content audit. This task is easier and faster with many artificial intelligence (AI) platforms. The challenge is making sense of the data. Work with an enterprise SEO expert if you cannot independently develop actionable insights.
Audits always end with recommendations. Usually, you must update your pages with the following:
- More objective-aligned keywords (e.g., key terms or phrases based on user intent, low-hanging fruits, etc.).
- Newer and hopefully original media assets, such as infographics, videos, and images.
- Navigable headings and subheadings.
- Newer industry or product information.
- Updated strategies that follow new marketing regulations, industry standards, and search engine guidelines, such as ADA compliance.
Should you delete pages? It depends, although removing pages might impact the user experience or site quality. Instead, a better alternative is to consolidate them, especially if they are prone to keyword cannibalization.
2. Manage Technical SEO to Enhance User Experience
User experience (UX) matters, and no other story best illustrates that than the $300 million button.
An ecommerce company (believed to be Best Buy) engaged a UX usability expert to improve its checkout process, increase its conversion, and reduce the bounce rate. The end product was a simple “Continue as Guest” button and a note that says the customer can always register when they are ready.
Adding this beside the Login and Register buttons generated over $250 million in revenues during the first year of implementation alone.
In the enterprise SEO context, good UX means satisfied users who might use the same search engines for information. It also suggests your site, especially its content, ticks all the boxes of the best practices checklist. Most of all, it elevates your brand’s credibility and authority.
The following tips help enhance your site’s UX:
- Optimize site speed times by compressing images, using caching mechanisms, and minimizing hypertext transfer protocol (HTTP) requests.
- Perform mobile optimization, paying attention to the Core Web Vitals.
- Secure your website with HTTPS to protect user data.
- Create an easy to understand content structure with the help of topic clustering, silos, XML sitemaps, schema markup, and hierarchical menus.
- Manage your crawl budget by avoiding duplicate pages and using robots.txt for the least important pages.
- Fix broken, dead, and missing links.
3. Collaborate with Stakeholders to More Cohesively Run SEO Campaigns
Designing and managing a website involves many key players:
|Impact on Enterprise SEO
|Business owners or executives
|Set the overall direction and goals and prioritize SEO initiatives in the marketing strategy.
|Conducts keyword research, creates SEO-optimized content, and promotes the website through various channels.
|Implements technical SEO best practices, addresses technical issues, and optimizes website infrastructure.
|Addresses user concerns, which influence customer satisfaction and website performance metrics.
|Ensures website compliance with relevant laws, regulations, and accessibility standards, indirectly affecting SEO.
|Third-party vendors or agencies
|Brings specialized expertise to assist with specific SEO tasks or strategies, such as fractional CMOs.
Effective collaboration promotes resource efficiency. Consider these examples:
- Third-party enterprise SEO agencies can track the right metrics, analyze the pages better, and offer suitable recommendations by working with marketing and sales. In turn, you get the best value for your money.
- A sales team’s firsthand knowledge of different customer segments and their preferences helps both brand strategists and marketers. Brand strategists develop detailed customer personas, while marketers write content that best matches the audience’s language, needs, and pain points.
- Business executives can work with IT to allocate budgets for tools and technologies that support SEO efforts.
Encouraging collaboration for better enterprise SEO requires fostering a culture of teamwork and communication. A key step is establishing shared objectives and a clear vision for the strategy’s role in achieving business goals.
Regular meetings and cross-team discussions are also crucial in bringing together representatives from marketing, IT, content, sales, and other relevant departments. These gatherings facilitate open communication and knowledge sharing.
Creating an environment where teams feel empowered to work together maximizes the collective expertise of stakeholders, leading to improved enterprise SEO performance and overall online success.
Good enterprise SEO simplifies an often complex, challenging, and time-consuming digital marketing technique.
Most teams already employ the three strategies discussed above. However, customizing them to your business objectives and needs is necessary to maximize their benefits. Digital Authority Partners (DAP) has helped our clients achieve over 1 million qualified leads, 1.5 million monthly visitors, and 350,000 number one positions in the SERPs.
We want you to hit your goals too. Contact us for a free consultation.
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