Crafting an Effective Enterprise SEO Strategy

What is enterprise SEO?

Enterprise Search Engine Optimization (SEO) prepares large websites for visibility on search engines. Enterprise SEO teams aim for increased website traffic without relying on paid ads.

Between organic and paid search, organic SEO sustainably increases search engine visibility.

That’s particularly true for enterprise businesses with complex sites. You have tons of keywords and an expanded audience to target. Using paid ads for everything could cripple your marketing budget.

Enterprise SEO vs. traditional SEO?

Speaking of complexity, that’s where enterprise SEO deviates from the traditional approach. Enterprise sites have more moving parts than smaller websites.

Here’s a quick wrap-up of the differences between enterprise and traditional SEO tasks:

• Enterprise SEO deals with a thousand more web pages than smaller sites
• Enterprise SEO targets keywords with higher competition and search volume
• Enterprise SEO requires a more rigorous content creation process
• Enterprise SEO leverages advanced tools for automation and scalability

Among these key points, scalability is a top consideration for enterprise sites. That’s why businesses are raising their content marketing budget.

Let’s discuss this challenge in detail in the following section.

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Scalable strategies for enterprise SEO

How many pages does an enterprise-level site have? At the start, we’re talking about around 500, including category pages. But that number could grow to millions of pages.

Typically, eCommerce sites like Amazon and Craiglist have the highest number of pages. The reason is that millions of pages have been created for their products.

Now, how do these websites rank all their pages on search engines? How do they deal with time-consuming SEO tasks?

Enterprise digital marketing for search results is funneled into three aspects. Let’s delve into each focus area.

Keyword research and content planning

Content coverage is one of the biggest enterprise SEO challenges. Ideally, you want to rank for every trending search query. But as you know, enterprise organizations cover a lot of ground.

For enterprise-level websites, the key is in the planning. Here are proven tips for developing a future-proof content strategy:

• Analyze content gaps between you and your competitors. For example, Semrush’s Keyword Gap tool compares your keywords with those of your competitors. Spot relevant keywords that they’re not using.
• Strike a balance between evergreen and trending content. Don’t just focus on trendy topics that only produce short-term traffic. Invest in long-form helpful content like how-to guides, whitepapers, and case studies. These content types could increase your organic search engine rankings.
• Be guided by your content roadmap. Sure, trends will pop up every now and then. However, a long-term content roadmap provides a direction and a story. Consistent messaging will draw the right eyes to your enterprise company.

Content optimization makes it easier to rank for competitive keywords. Always update your content to appear on search engine results pages (SERPs).

Technical SEO optimization

How important is technical SEO for enterprise organizations? Let’s look at Hotjar’s list of the top nine website problems. Of those nine problems, six are related to a website’s technical health:

• High exit rates
• Poor web design
• Security breaches
• Broken pages and duplicate content
• Slow loading time
• Mobile incompatibility

For large enterprise sites, these problems are compounded double. Website performance hinges largely on technical SEO. We recommend focusing on these key areas:

• Refine your blueprint (your site architecture). Ensure logical internal linking, submit an updated XML sitemap, and manage your robots.txt file. These practices allow for easier crawling and indexing. As a result, you could increase your organic search traffic.
• Optimize site speed and mobile responsiveness. Ideally, you want no more than a 2-second loading speed on desktop and under 3 seconds on mobile. Next, test your mobile responsiveness on enterprise SEO tools like BrowserStack.

Additionally, you can also tap into the professional services of an SEO company. Digital marketing experts like Fortis Media provide technical SEO services for large sites. We specialize in enterprise-level SEO, which is exactly what you need.

On-page and off-page strategies

How else can you attract the good side of search engine algorithms? You’ve already optimized your technical health and content library. What’s next?

Now, you make some on-page and off-page SEO changes. We recommend turning your attention to these focal points:

• Distribute your internal links to the right places. Using relevant anchor links can reduce exit rates and increase session duration.
• Incorporate keywords into your metadata. Integrate primary and secondary keywords into your title tags and meta descriptions. Use them moderately, though. Never venture into keyword stuffing.
• Engage in white-hat link-building strategies. Don’t try to manipulate search algorithms. It’s just a waste of your marketing efforts. Create valuable content and connect with relevant websites in your niche. That’s how link-building must be done.
• Monitor brand mentions and sentiment. Reach out to websites that mention your site but don’t link to it. You can leverage social listening tools like Brand24 and BrandMentions.

Your digital marketing strategy should include these on-page and off-page SEO elements. After all, they’re about making search engines happy about your website.

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Tools and technologies for enterprise SEO

Are you scaling your SEO efforts for a complex site? No worries. There are enterprise SEO platforms to make your life easier.

There’s a caveat, though. Some of the best enterprise SEO platforms come with subscription costs. Mind you, these SEO tools could be costly.

Of course, there are free tools like Google Search Console and Google Analytics. However, these platforms might not be enough for large websites. You should also consider these excellent enterprise SEO tools:

• SEO crawlers for spotting technical issues: Screaming Frog and Lumar
• Keyword research: Moz Keyword Explorer and AnswerThePublic
• Trackers for pages ranking on search results: Rank Ranger and AccuRanker
• Analytics platforms: Google Search Console and Google Analytics
• Content refurbishing: SurferSEO and Clearscope
• Competitive analysis: SpyFu and SE Ranking
• Project management: Airtable and Notion

These enterprise SEO platforms are mostly AI-driven. They can automate workflows and generate user-centric insights. But as we mentioned, they require subscription expenses.

That’s why many websites outsource to external SEO services instead. For instance, a search marketing agency like Fortis Media already has access to these expensive tools. This way, you don’t have to pay for your enterprise SEO platforms anymore.

Tracking and reporting SEO performance

Using enterprise SEO platforms to implement your campaign is just half the journey. Now, you monitor your organic search performance.

The question is, which enterprise SEO metrics do you focus on? How can you quickly track these indicators? Here’s what we suggest:

• Define clear KPIs. For large sites, conversion rates are usually the top priority. However, it still depends on your business goals. Organic traffic should be monitored for a large-scale content push. For paid search, you want to focus on click-through rates (CTR).
• Leverage analytics tools. We can’t recommend this enough. Utilize free platforms like Google Analytics. You can outsource to a Google Analytics 4 services provider for better implementation.
• Automate reporting. Enterprise websites have boatloads of data to report on. It’s impossible to manually analyze and visualize data of this size. That’s why we recommend using Looker Studio (formerly Google Data Studio). Looker unifies your data from different analytics platforms into one customizable dashboard.
• Segment data for granular insights. Typically, large sites engage in both international and local SEO. Your engagements might be different in each location, especially for particular products. Moreover, your category pages and landing pages might produce different metrics. Pay attention to each page, especially if your enterprise group has multiple websites.
• Focus on actionable insights. Most importantly, focus on metrics that directly align with your organizational direction. SEO is a long-term marketing strategy that must co-exist with your long-term goals.

Lastly, be ready to adjust your strategies when needed. Find weak spots in your SEO campaign and quickly optimize them.

Enterprise SEO benefits

In 2024, content consumption on search engines lessened by 6.5%. This might be telling us that people are not finding what they need on Google Search.

Don’t let your website be a part of this trend.

Instead, dive into the best enterprise SEO practices. A user-centric SEO campaign will give you these benefits:

• Generate high-quality leads. Target the right audiences for your content and attract high-value visitors. Quality lead generation could increase your conversion and retention rates.
• Scale your visibility sustainably. Paid ads can boost your visibility in no time. But is that a sustainable approach? Probably not. On the other hand, enterprise SEO drives long-term traffic to your site without advertisement costs.
• Encourage your visitors to come back for more. A user-friendly site allows for an enjoyable shopping or browsing experience. Who knows, maybe your visitors will encourage their friends to try your website, too. That’s free word-of-mouth marketing for your brand.

Moreover, leveraging enterprise SEO platforms offers data-driven insights. These reports aren’t just for your SEO campaign. They could look into customers’ sentiments about your product as a whole.

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Our role in enterprise SEO

As a full-service search marketing agency, Fortis Media has seen the ups and downs of SEO. From major algorithm changes to the advent of short-burst content, we’ve seen it all.

Now, we know how to future-proof an SEO strategy, especially for enterprise sites.

We can offer you the full plate of SEO arsenal to streamline your playbook. But if you need handpicked services, we can do that too. We provide SEO audit services, white-hat link-building, and content marketing among many others.

Our goal is to work long-term alongside your enterprise brand. This way, we can track your ranking and benchmark it to your competitors. Sustainable success through value-driven content — that’s the Fortis Media way.