In today's digital world, where online visibility can make or break a business, the significance of SEO has never been more pronounced. For larger companies, this importance takes on a whole new dimension in enterprise SEO.
When it comes to SEO, enterprises face unique challenges. With a vast array of products, services, and locations, along with intense competition, the need for a robust online presence is paramount. Enterprise SEO isn't just about optimizing a few web pages; it is a comprehensive strategy that can shape the future of your company in the digital sphere and beyond.
In this blog post, I’ll delve into the intricate world of enterprise SEO, exploring the nuances, and considerations that make it indispensable for large businesses. Enterprise SEO is no longer an option but a necessity that can not only help your business stay afloat but rise above your competitors, growing your audience and establishing your brand online.
What is enterprise SEO?
Enterprise SEO is the process of improving the ranking or visibility of a large-scale website in search results. While SEO is a well-known strategy, its application at an enterprise level is a league of its own, as the strategy must be tailored for large-scale organizations.
In the context of SEO, “enterprise” generally refers to:
- Corporations or multinational companies
- E-commerce platforms
- Brands with multiple websites
- Any business with a substantial online presence
Key Characteristics of Enterprise SEO
Just as a chef’s cooking experience differs from a home cook’s, enterprise SEO differs markedly from its small-scale counterpart. Understanding these differences is key to mastering the enterprise SEO game.
- Larger Scope: The primary defining characteristic of enterprise SEO is the size of the project. Whether it is the increased need for unique content due to several product pages for an e-commerce site or a scalable strategy across multiple brands under one company, enterprise SEO can require management, optimization, and content creation for thousands or millions of pages.
- Stakeholders: Unlike small businesses or organizations, companies that require enterprise SEO likely have multiple stakeholders to consider. Ensuring that the SEO strategy is aligned with the vision of the stakeholders is vital for the overall success of the SEO efforts and the future success of the company, and requires careful consideration and orchestration.
- Experience: While the framework of enterprise SEO may overlap with a standard SEO campaign, these campaigns often come with advanced skills, tools, and project management requirements. The larger scope and long list of considerations when it comes to enterprise SEO campaigns require extensive experience on the part of the SEO to be executed effectively to achieve desired results.
How does enterprise SEO differ from standard SEO?
Both small businesses and multinational corporations use SEO, but the scale, tools, and strategies can vary greatly. While the core goal of enterprise SEO is the same as SEO in any context - to rank well in search results for relevant keywords - enterprise SEO is much more complex.
Unlike traditional SEO, which tends to focus on smaller websites or local businesses, enterprise SEO is specifically tailored for established organizations with large online footprints that serve multiple regions or countries.
The primary differences between a standard SEO campaign and an enterprise SEO campaign are:
- Scale: As stated earlier, the scale of enterprise SEO projects can be major, with multiple brands and thousands of web pages to consider. What’s more, organizations in need of enterprise SEO often have many moving parts within the business, as well as many individuals invested in the success of the company, which all must be taken into account as well.
- Standardization: Due to the size of enterprise SEO campaigns, the ability to scale operations and establish a methodology for technical, content, and off-site SEO is vital. Without standard procedures set in place, enterprise SEO is unlikely to be effective, negating the purpose of implementing these strategies.
- Specialized tools: In part due to the size, but also due to the complexity of enterprise SEO campaigns, specialized tools must be used. These tools can include time-saving tools to ensure the timely execution of the strategy, social listening tools to stay aware of relevant online conversations and media mentions, and tools to create and improve content. While these tools can be useful for standard SEO campaigns, they are not required as they are for enterprise SEO campaigns.
Why Enterprise SEO Matters
Large-scale organizations face unique challenges in the SEO realm, but implementing an effective SEO strategy is critical for any organization in 2023. Unpacking these challenges and understanding the opportunities that can come from SEO for your organization can highlight its importance as well as better prepare you as you begin to develop your own approach to your online presence.
Challenges and Complexities Faced by Enterprise-level Organizations
If I haven’t made it clear enough up to this point, enterprise SEO contends with the challenges that any organization’s SEO strategy will come up against, as well as additional complexities due to the size and reach of the organization. While many of the challenges your organization faces will be specific to your organization, branding, industry, and goals, there are some crucial challenges that all enterprise-level organizations will need to consider.
Put simply, people expect your organization to have an online presence, and they expect to be able to find you easily. 93% of user experiences online begin with a search engine and 90% of consumers go online to learn more about a business. What’s more, over 50% of all website traffic comes from organic search.
If your organization is not online, or not prominently displayed in relevant search results, you are likely losing prospective and even current customers. In this context, visible means ranking well in search results. The #1 result in Google search results receives an average of 27.6% of clicks and is ten times more likely to receive a click than the result in the #10 position. If you’re not in the top ten results, you may as well be last - only 0.63% of users even go past the first page of search results.
This highlights the importance of ranking well in search results to grow your audience and stay competitive in your industry, but this is only the beginning when it comes to highlighting the challenges for enterprise-level businesses. Search is always evolving, as are SEO strategies - Google has rolled out several updates to its algorithms this year alone. A stagnant strategy or website that is never updated will not work for you. As a result, in order to remain competitive and build your online brand, you will need to have a knowledgable team always iterating your online presence, whether in or out of house.
The ROI of Enterprise SEO
Enterprise SEO is vital for brand recognition, staying competitive in your industry, and growing your audience. But beyond visibility in search results, an effective enterprise SEO strategy offers countless benefits, from cementing brand authority to fostering trust with users.
The more established your brand is online, the greater your brand authority. On average, it takes 5 to 7 impressions for people to remember a brand, meaning that the more channels or searches that your brand can be highly visible in or for online, the greater your recognition will be, improving your trust over time. While this does apply to visibility in search - over 65% of users report trusting what Google shows them in results - this can also apply to social media channels, video content, and channels that may be more specific to your industry and niche.
Brand authority and user trust go hand-in-hand. As your brand grows in its visibility and authority, you have the opportunity to grow user trust. User trust does not only depend on a strong and informative online presence, but reliable products and services, a clear company mission (and adherence to this mission - roughly 90% of consumers report that they will remain loyal to brands that share their values), and reliable, solution-oriented customer support and review responses.
As stated earlier, more consumers are using search engines to find out more about businesses. As you improve your organization’s SEO, you will not only be more visible in search engine results for your target keywords, but more visible in general. the average top-ranking page for a particular keyword or search query also ranks in the top 10 search results for nearly 1,000 other relevant keywords. This, in combination with growing authority and user trust, can lead to sustainable audience and business growth.
In addition to helping you reach your SEO goals, a strong enterprise SEO strategy can also protect your online reputation by growing brand awareness, improving customer loyalty, and establishing a strong online presence that is better able to withstand reputation threats.
Identifying Fundamental Components of Your Enterprise SEO Strategy
If I’ve made anything clear about enterprise SEO, it is its vastness. Though this may be overwhelming if you’re starting at the ground level, identifying key elements of your enterprise SEO strategy can help you better understand where to put your focus.
Due to the scope and scaling capability needed for enterprise SEO campaigns, incorporating technology is crucial. Technology can be leveraged in several ways, from using advanced AI and machine learning for predictive analysis and optimization to…
- Consistent innovation, feedback-driven development cycles.
- High system uptime and robust workflows.
The information that your organization takes in, both about the organization as a whole and information relating directly to your SEO efforts, can be invaluable in guiding your strategy and charting your progress; however, with a vast amount of information to sift through, you must have methods and tools in place to work through data sets.
- Automation for adaptive content strategies.
- Global coverage and integration with top data sources.
Support & Resources
- Industry insights through proprietary data.
- Comprehensive training and certification programs.
- Expert customer support and professional services.
Concluding Thoughts on Enterprise SEO
As more of our world goes online, the digital landscape grows more competitive. And in a competitive digital landscape, if you’re not first (or, at least, very close), you may as well be last. SEO is ever-changing, and the nuances of enterprise SEO are even more critical for relevant organizations to understand if they want to grow online.
It is not whether or not your organization should have an enterprise SEO strategy, but if you are capable. If you have the resources, time, and expertise to learn about, develop, and execute an enterprise SEO strategy, now is the time.
If you don’t, it may be time to look outside your organization. Schedule a free consultation with Status Labs to get started. We will listen to your concerns and your goals before creating and executing a customized enterprise SEO strategy to better present your business online.