For enterprise organizations, SEO requires an approach that addresses the complexities of being (or becoming) a large market leader.<\/p>\n\n\n\n
In this article, we\u2019ll explain what enterprise SEO is, how to find the right tools, and which tactics to prioritize.<\/p>\n\n\n\n
Enterprise SEO (search engine optimization) is the process of using different tactics to improve a large organization\u2019s website so it gains better visibility in search engine results.<\/p>\n\n\n\n
It takes \u201ctraditional\u201d SEO tactics and scales them to better help enterprise organizations that have significantly larger, more complex websites.<\/p>\n\n\n\n
Traditional SEO refers to the fundamental methods you use to optimize a small- to medium-sized business (SMB) or startup website. Which includes things like:<\/p>\n\n\n\n
That means taking into consideration the complexities of an enormous website. In other words: more pages, more traffic, more tasks to manage, and more potential problems.<\/p>\n\n\n\n
Tasks you can perform easily on a small site are impossible to manage for a site of this size. They\u2019re also unlikely to make a noticeable difference to your search rankings when performed at the same small scale.<\/p>\n\n\n\n
And technical SEO issues are magnified for enterprise sites. Like duplicate content, which can negatively affect rankings.<\/p>\n\n\n\n
Where SEO for small businesses often looks at how to build brand awareness with limited resources, enterprise SEO is more about staying at the top of search results. Because enterprises already have brand recognition.<\/p>\n\n\n\n
Here\u2019s an example of the type of SEO results an enterprise organization would be interested in achieving:<\/p>\n\n\n\n
One is the size of the organization . If your company has thousands of employees in many different locations and you need a large team to maintain your site, it requires an enterprise SEO platform and tactics.<\/p>\n\n\n\n
The other is the size of the site . If your site has a large volume of pages and a strong Authority Score (a metric that conveys a website\u2019s overall quality), it needs an enterprise SEO approach.<\/p>\n\n\n\n
You can find it with Alien Road Domain Overview tool by entering your website\u2019s URL and then clicking \u201c Search .\u201d<\/p>\n\n\n\n
The best enterprise SEO tools are all-in-one platforms that provide everything you need to manage, implement, and measure your organic (meaning unpaid search) performance.<\/p>\n\n\n\n
They should allow you to do keyword research, track your keyword rankings, create and optimize content, do competitor research, find technical SEO opportunities, and generate comprehensive reports.<\/p>\n\n\n\n
An enterprise SEO platform is a significant investment. On top of the upfront price, there are costs for staff training and potentially for installation.<\/p>\n\n\n\n
The value you get in return for your investment makes it worthwhile if you make the right choice.<\/p>\n\n\n\n
Do we have C-level executive buy-in? Directors and other stakeholders must be clear on the importance of SEO to the company\u2019s bottom line.<\/p>\n\n\n\n
Can we invest in staff training? Even if you have a skilled SEO team, they\u2019ll require training to make the most of a new SEO enterprise platform.<\/p>\n\n\n\n
Do we have clear key performance indicators (KPIs)? It\u2019s key to know which metrics you should use to track results.<\/p>\n\n\n\n
To kickstart your research, here are four of the best enterprise SEO tools on the market:<\/p>\n\n\n\n
Semrush is an award-winning, all-in-one online visibility management software-as-a-service (SaaS) platform that allows businesses to manage SEO, market research, PPC, social media, and content marketing.<\/p>\n\n\n\n
Ten million marketing professionals and 30% of Fortune 500 companies trust our tools, some of which we\u2019ve covered in this post.<\/p>\n\n\n\n
You can use many of our tools for free to get a feel for how they work and how you can use them to improve your marketing performance.<\/p>\n\n\n\n
Visit our pricing page to contact us about a custom plan that can help you achieve your marketing goals. Or start with a free trial to get a better feel for our tools.<\/p>\n\n\n\n
Sia can recommend an internal linking structure, add hyperlinks to existing content, analyze competitors\u2019 content to find content gaps, and assist with topic research.<\/p>\n\n\n\n
seoClarity also provides real-time analysis at scale via Clarity Grid, a tool to help you understand intent and create content around customer needs.<\/p>\n\n\n\n
The platform offers a free five-day trial customized around your priorities, so you can explore the platform in greater depth.<\/p>\n\n\n\n
BrightEdge is another full-service platform with enterprise SEO features that are powered by AI and machine learning to help companies improve organic performance and drive business results.<\/p>\n\n\n\n
Its capabilities mostly center on content optimization, with tools to help you understand search intent (the reason behind a search) and build content around it.<\/p>\n\n\n\n
BrightEdge offers a free personalized demo that walks you through the platform\u2019s features and how to use them to improve engagement with your target audience.<\/p>\n\n\n\n
For example, it can help you create content briefs that include information on key areas like search and sentiment analysis. It can then send these briefs to popular task management apps like Jira and Trello.<\/p>\n\n\n\n
It also offers integration with a range of partners to bring your tools together in one platform. They include:<\/p>\n\n\n\n
Conductor can also offer technical SEO insights and the ability to A\/B test (test two versions against one another to determine a winner) different page variations quickly and easily.<\/p>\n\n\n\n
Conductor offers a free demo tailored to your needs and delivered by a digital marketing expert.<\/p>\n\n\n\n
An enterprise SEO strategy shares the same core elements as any other SEO strategy. But there are two significant differences:<\/p>\n\n\n\n
2. There\u2019s a greater demand on technical issues due to various subdomains, website languages, architecture, internal linking, and duplicate content<\/p>\n\n\n\n
Because in SEO for a small business or startup, you start from the ground and work up. Your focus is typically on building authority through content.<\/p>\n\n\n\n
In enterprise SEO, you usually look for strategic opportunities and make fixes on your website to improve results.<\/p>\n\n\n\n
Note: The following steps show how you can use Semrush to create your strategy. You can perform these steps with a free account. But upgrading to a custom plan will better serve your needs.<\/p>\n\n\n\n
Performing a site audit helps you understand what you need to do to maintain and improve SEO performance.<\/p>\n\n\n\n
1. Perform a content audit to find pages that don\u2019t perform well and determine how to fix them<\/p>\n\n\n\n
When you get to the \u201cOverview\u201d tab, you\u2019ll see high-level insights about ways to optimize your webpages.<\/p>\n\n\n\n
Click the \u201c Optimization Ideas \u201d tab to see a list of pages you can optimize. Plus specific recommendations for each page.<\/p>\n\n\n\n
Update: Content that underperforms but can be improved by updating statistics or information. Or content that performs well but is outdated.<\/p>\n\n\n\n
Delete: Content that you don\u2019t need anymore or that it isn\u2019t worth updating. Like stories tied to old campaigns or content about a particular event.<\/p>\n\n\n\n
Next, start your SEO audit by entering your domain into the Site Audit tool and following the configuration instructions .<\/p>\n\n\n\n
The tool will analyze your site for more than 140 technical and on-page issues related to crawlability, indexability, speed, and more. And suggest fixes.<\/p>\n\n\n\n
Click into the different modules to discover more specific issues. Then, find out how to address them.<\/p>\n\n\n\n
It\u2019s a good idea to start with \u201cErrors\u201d (the most severe issues), and then move on to \u201cWarnings\u201d and \u201cNotices.\u201d<\/p>\n\n\n\n
Analyzing your competitors\u2019 sites helps you see what they\u2019re doing right, spot gaps in their strategy, and find ways to stand out.<\/p>\n\n\n\n
Established companies with sophisticated SEO strategies have the brand recognition and resources to rank higher in search results and grab customers\u2019 attention. But up-and-coming brands are often willing to adopt new technologies and take risks to attract attention.<\/p>\n\n\n\n
To find your main competitors for organic search, enter your domain into our Organic Research tool. And click \u201c Search .\u201d<\/p>\n\n\n\n
You\u2019ll get an overview of your main competitors. And be able to see how many keywords you have in common with them, how many keywords are driving users to those domains, and more.<\/p>\n\n\n\n
You can then take the top four competitors and enter their domains alongside your own in Keyword Gap .<\/p>\n\n\n\n
The \u201cTop Opportunities\u201d chart shows keywords your competitors rank for but you don\u2019t when set to \u201cMissing.\u201d<\/p>\n\n\n\n
There may be some keywords you\u2019re missing out on, but many enterprises won\u2019t have many issues with this. It\u2019s likely a better idea to select the \u201cWeak\u201d tab. To find keywords that you rank for but your competitors rank higher.<\/p>\n\n\n\n
Each of these is an opportunity to outperform the competition. And start capturing more SERP features.<\/p>\n\n\n\n
Use your audits and your competitive analysis to set SMART goals for your enterprise SEO strategy. SMART goals are:<\/p>\n\n\n\n
Specific: A goal should have enough detail that everyone understands what it is without having to ask follow-up questions<\/p>\n\n\n\n
Measurable: Ensure the goal can be tied to a concrete metric. Most metrics are easy to track using enterprise SEO software.<\/p>\n\n\n\n
Based on this framework, an enterprise SEO SMART goal might be to drive a 5% revenue improvement by increasing organic traffic to category landing page XYZ by 20% by July 31.<\/p>\n\n\n\n
Working at the enterprise level means you can reach a large audience and have the potential to achieve sales goals quickly.<\/p>\n\n\n\n
But it can be tricky to stay on top of SERPs. And you also risk incorrect or irrelevant information appearing at the top of search results if others target your branded keywords.<\/p>\n\n\n\n
The hierarchy of your website pages and how they connect is important for a few reasons:<\/p>\n\n\n\n
Google uses internal links to discover, index, and rank pages. And users use these same links to navigate your website.<\/p>\n\n\n\n
It\u2019s difficult for Google and users to make sense of a website that looks like this:<\/p>\n\n\n\n
You risk your pages not being indexed and visitors leaving your site frustrated at not being able to find what they came for.<\/p>\n\n\n\n
Take Macy\u2019s. Its website groups products into well-known categories and links pages internally. \u201cMen\u2019s Clothing\u201d links to \u201cAll Men\u2019s Clothing,\u201d which links to \u201cJeans\u201d and \u201cSweaters,\u201d etc.<\/p>\n\n\n\n
Learn more about structuring your website in our guide to building website architecture for SEO .<\/p>\n\n\n\n
For content to help you achieve your goals, it has to be optimized for SEO and the user experience.<\/p>\n\n\n\n
Even the most insightful article in the world will struggle to make an impact if Google can\u2019t find it. Or if users aren\u2019t interested.<\/p>\n\n\n\n
Here\u2019s an optimization checklist to follow for each piece of content you publish to ensure your SEO efforts are effective:<\/p>\n\n\n\n
Find the right topic and the right keyword: Focus on topics and keywords that align with your website\u2019s size and authority. And consider the user\u2019s search intent.<\/p>\n\n\n\n
Include semantically related keywords: Include keywords related to your target keyword to boost your ranking potential and to reach even more audiences<\/p>\n\n\n\n
Establish your structure: Use seed keywords to find relevant terms related to the topic. While it\u2019s always a good idea to aim for topics that have a high monthly search volume and a low keyword difficulty, enterprises can typically compete for highly competitive terms<\/p>\n\n\n\n
Add visuals: Include images and videos to increase engagement and keep people on your site longer<\/p>\n\n\n\n
Interlink: Leverage internal linking to make it easier for search engine bots to crawl your content. And help people navigate your content.<\/p>\n\n\n\n
Cover the topic in depth: Research your competitors\u2019 content, then offer more value through the use of expert insights, graphics, or original data. And answer all questions a user might have on the topic.<\/p>\n\n\n\n
Don\u2019t ignore the technical elements: Poor technical performance can impact your SEO rankings. Pay particular attention to meta tags and Core Web Vitals.<\/p>\n\n\n\n
Update your content regularly: Make sure content is accurate and up to date. And audit your content regularly to keep it competitive.<\/p>\n\n\n\n
Dive into these tasks in detail and learn how Semrush tools can help in our complete guide to content optimization .<\/p>\n\n\n\n
The more links your website has from relevant sites that have high domain authority, the more credible, valuable, and useful it appears to Google.<\/p>\n\n\n\n
Having enough links isn\u2019t an issue for enterprise websites. But having low-quality backlinks (links on other domains that direct to your domain) can be.<\/p>\n\n\n\n
Google usually does a great job of determining which links aren\u2019t trustworthy. But they say that removing or disavowing links may be necessary if you\u2019ve been issued a manual action penalty (you\u2019ll receive an alert about this in Google Search Console).<\/p>\n\n\n\n
The \u201cOverview\u201d tab will show you a high-level look at the quantity and quality of your backlinks.<\/p>\n\n\n\n
You can check the box next to any of the links in the list after you review them. And click the \u201c Move to Remove list \u201d button to start compiling a list of domains you can reach out to directly within the tool.<\/p>\n\n\n\n
Or choose the \u201cMove to Disavow list\u201d button. To compile a list you can upload to Google\u2019s disavow tool .<\/p>\n\n\n\n
With everyone on the same page, a clear strategy, and the right enterprise SEO tools to drive your marketing efforts, you\u2019ll be able to navigate hurdles and dominate your industry.<\/p>\n\n\n\n
What Is a KPI? KPI reports are increasingly vital as businesses strive to achieve their objecti ..<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"
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