Enterprise SEO: Does My Company Need It?
While certain neighborhoods and communities still receive a paper copy of the Yellow Pages once a year, Google has become the “new” Yellow (and White) Pages. If you’ve got a product or service to sell, advertising your brand via newspapers, placemat ads, and even billboards isn’t enough to remain competitive—you have to go digital.
To ensure your digital success means cultivating the knowledge (or hiring someone else) to build a website and design robust marketing strategies that drive your company higher in Google and other search engines’ rankings.
A critical ingredient that helps to drive a robust, successful marketing strategy for Fortune 1000-level companies especially is enterprise-level marketing. This approach which uses enterprise SEO, and whose ultimate goal is to improve revenues for large organizations, utilizes both granular and high-level approaches to improve local and/or global search engine visibility.
What Enterprise SEO does
For enterprise SEO to achieve full effectiveness, its ultimate goal is to seamlessly integrate and work with web development, social media, and other market channels. Digital “gurus” who manage, monitor, and manipulate Enterprise SEO need to use search trends and tools to increase traffic and conversions and grow the bottom line.
Enterprise SEO, when done well, will increase your brand’s online visibility within your targeted niche. It not only requires understanding products, services, and business goals new but also the needs of the audience you’re trying to reach. Those strategies—and aligning on- and off-site SEO to promote services or products to target audiences—brings new prospects to the website.
Naturally, the bottom line is what matters most—the ROI (return on investment) of enterprise SEO. It’s not enough to drive more traffic to your site; that new traffic needs to convert. Programs like Google Analytics enable you to see how those SEO efforts play a role in those goals—generating leads and converting them to sales.
What Enterprise SEO requires
Whether you’re spending time doing your own enterprise SEO, have a team, or choose to hire a company or consultant, using it effectively requires certain tools and skill sets including:
- An innovative approach to developing campaigns and creating content,
- A flexible attitude that facilitates adaptability to match the ever-evolving search engine trends and algorithms, and
- Flexible software that can also adapt and grow to enhance automation and integration and facilitate the seamless, concurrent incorporation of SEO with other channels.
What best-in-class Enterprise SEO offers
When you’re thinking about Enterprise SEO, you’re thinking large-scale—Captain Kirk’s powerful galaxy class starship as opposed to Han Solo’s Millennium Falcon. Both ships have distinct advantages and strengths to offer—depending on the circumstances.
A larger organization has a much more significant scope of work, greater resources, and a farther-reaching web presence than smaller organizations. These bigger companies need SEO capable of going beyond keyword tracking functions and are much likely to see greater success when their SEO management includes a more comprehensive suite of modules to facilitate the management of SEO’s tactical and strategic levels.
Enterprise SEO offers advanced technology and artificial intelligence to help companies gain a competitive edge. This technology changes weekly, and so you want someone with the resources and time to follow trends and anticipate industry changes. Well-built enterprise architecture doesn’t crash and should have 99% (or better) reliable uptime, which means it ought to run a platform that has the capacity to eliminate congestion, errors, failures, and downtime.
Does your company already use other data and analytics providers like Google Analytics, Google Search Console, Adobe Site Catalyst, Adobe Site Manager, Coremetrics, Webtrends, Majestic SEO, or Facebook? A good enterprise SEO platform will integrate with what you’ve already got to expand your analytical capabilities.
The hallmarks of enterprise SEO
Enterprise SEO has four basic hallmarks: keyword selection, automated rules, optimized templates, and data entry.
Keyword selection should include high- and medium-tail keywords from which to build good categories and subcategories and which you can combine to make long tail queries.
Automated rules—like title tag naming conventions—should enable you to set up pages and load them with content. Who has the time, for example, to upload pages one-by-one for thousands of products and services organized on a spreadsheet? Instead, good enterprise CMS (content management systems) creates URLs, title, H1 and canonical tags, and breadcrumb navigation links. Plus, there’s less likelihood of human error. Here’s an example of automated rules for AdWords.
At the enterprise level, you’ll have templates that recognize missing (or unneeded) data in various fields and adjust accordingly; they can handle different variations and they guide the design so that your pages load and look great on whatever device they’re viewed.
Precise data entry is absolutely critical, too—that means consistency throughout the categories and subcategories. Some experts caution against using the stock text you get from suppliers. Why? Because anyone else who also receives content and data from that same supplier is also using the same text—and if that duplicate text appears online, you have no advantage over your competitors. It’s worth the time and expense to rewrite copy using good SEO rules, because that’s what may catapult your site to the top of the search engine results pages.
Does my company really need Enterprise SEO?
The general rule of thumb is that companies that fall into the Fortune 1000 or Global 2000 categories qualify as enterprise companies. Many experts say that when it comes to enterprise SEO, it’s more about the size or number of website pages—especially products and services—and less about the size of the company.
Some Fortune 1000 companies have relatively small websites, with indexed pages of fewer than 800. While those sites would certainly benefit from enterprise SEO techniques, they may not necessarily be enterprise sites. But if you’re offering 1,000 or more products, that’s a different story. At that point, it’s worth it to explore those enterprise SEO options.
Choosing to incorporate enterprise SEO into your company’s marketing strategy isn’t an inexpensive proposition. Ultimately, you’ll want to research all the options and decide which will net the highest ROI. If you think it’s something you want to explore within your company itself, consider these tips from Forbes magazine.