Enterprise SEO: It sounds like little more than a buzzword. Certainly, it is used by many different agencies, and with varying degrees of precision. Some of these agencies do truly offer enterprise SEO services while the others are simply using that buzzword to win big contracts.
As a digital marketing leader or CMO, it’s important to learn what truly distinguishes an enterprise SEO strategy from those that are enterprise in name only. A previous blog post discussed the question of what is enterprise SEO, and today I’ll shift gears to what makes a good, high-level enterprise SEO approach.
Enterprise SEO Strategy
As an enterprise SEO Agency, Sefati Consulting Group employs various platforms to gather data in order to come up with a defensive and an offensive strategy, making our approach holistic and efficient. We integrate that strategy into an enterprise SEO roadmap. Throughout the process, we use one or more of the best enterprise SEO tools to gather data on what needs to be enhanced.
Defensive SEO Strategy
The defensive strategy focuses on fixing what’s broken and getting the website and its SEO health up to speed with the must-haves! The features a website must have in order to rank properly in the search engines. For example, we work with webmasters to fix all crawl errors that found in Google Search Console. Usually, we compile a list of those crawler errors and prioritize them according to traffic and page authority. Prioritization is the key to an enterprise SEO strategy. We understand that at larger organizations things may move a little slower, so we’ll prioritize these improvements and work with project managers or webmasters to the pace of the organization.
The offensive strategy is the strategy that gets us ahead of competitors. An example would be the implementation of AMP, not only on editorial pages but also category and local pages. This implementation is ahead of the trend, as most companies are still novices in AMP implementations, yet we have seen it work well for our clients. Other things that make an enterprise SEO approach different are listed below.
- Project Management: Focusing on prioritization and project management is key to success for an enterprise SEO strategy.
- Data-Oriented Approach: Analyzing the available data and making strategic data-driven decisions is similarly crucial.
- 100 Percent White Hat Strategy: An effective enterprise SEO strategy is a white hat strategy, which follows the search engine guidelines without taking shortcuts. White hate SEO treats the search engines as allies, not enemies.
- Atomistic and Holistic Approach: Enterprise SEO focuses on improving SEO both at the keywords/page level but also at the site and even beyond the site level. For example, it will make recommendations for a particular keyword where a page or associated pages need to be updated to optimize for that keyword. It also recommends enhancements to the site as a whole and improves the brand’s presence online
- Collaboration with Other Marketing Activities: Due to their nature and available resources, enterprise-level organizations have a larger marketing scope, and the job of SEO managers in these enterprises is to help improve the other marketing channels, too. For example, SEO managers can work with email marketing managers to make sure the content theme for email marketing campaigns and certain organic pages are aligned to help increase conversions. A good enterprise strategy includes at least bi-weekly meetings and collaborations with other marketing managers to make sure all objectives are met.
- SEO Evangelism: An enterprise SEO expert understands that achieving organic success in larger companies isn’t the job of one person, but is a company-wide endeavor. From customer service to the tech department, everyone working at a company can be meaningful for SEO growth. For example, if properly trained, customer services representatives can ask satisfied customers to leave reviews on Google and Yelp, and those positives reviews will help boost rankings and improve organic presence online.
In conclusion, an enterprise SEO strategy looks at SEO as a big picture. It uses defensive and offensive SEO strategies, combined with proper project management and SEO evangelism, to improve a company’s bottom line, including within organic search but also other marketing channels.