To generate business leads, a large company needs a comprehensive strategy for online marketing. Enterprise SEO is a specialised marketing strategy for large enterprises to increase their visibility, rankings, conversions, and revenues.
By developing a global brand following, lowering CPCs, and strengthening brand authority, businesses can attract a more extensive client base, both locally and internationally. The digital success of large corporations is dependent on quality enterprise SEO.
- Enterprise search requires scalable strategies.
- It can take time to see results as the changes can sometimes be complex, or require the input from many stakeholders.
- The importance of enterprise SEO cannot be underestimated as it has the potential to drive considerable growth at scale.
What is enterprise SEO?
Enterprise SEO is based on the number of web pages a website has in the digital domain. Smaller businesses may only have a few or a few hundred pages on their website, but a large enterprise may have thousands of pages. Enterprise SEO focuses on these sites with targeted digital marketing strategies to boost a company’s search engine rankings, engagements, traffic, conversions, and revenue.
Enterprise SEO statistics
- 57% of enterprises say that a limited number of in-house SEO skills are the most challenging obstacle to achieving important SEO objectives. 43% say a limited SEO budget is the most challenging obstacle for their enterprise.
- 53% of Google search has local intent, and out of which, 28% have resulted in a purchase.
- A company that employs 1000 workers spends $405,000 on content marketing annually (on average).
- 61% of large companies outsource their content marketing work.
- Websites with a strong backlink profile tend to increase the website’s ranking in voice search.
- 49% of enterprises spend more than $20,000 per month on B2B SEO.
- Traffic generated by SEO is 1000%+ more than traffic generated by organic social media.
The importance of enterprise SEO
Enterprise SEO is critical for large businesses because it drives a digital strategy aligned with organisational goals. Here are some of the benefits of enterprise SEO.
1. Targets different buyer personas
An enterprise offers several products and services; each appeals to a different buyer persona. An enterprise SEO team targets several buyer personas and selects the best keywords to reach the buyers at every stage of the sales journey.
Unlike SEO for a small and mid-size company, an enterprise SEO team doesn’t restrict themselves to low and medium-competition keywords. Instead, they allocate a budget to use effective SEO tactics to rank for high volume and high competition keywords, targeting different personas to reach a broader market.
2. Revamps the company website for a better user experience
Enterprise SEO revamps the company website and the primary landing pages for a better user experience leading to more engagement and revenue. If a website has only a few pages, you can quickly figure out where to start and which error to prioritise and fix first. However, enterprises with larger websites are harder to manage.
A skilled enterprise SEO team will be able to handle the entire website and find and prioritise any issues to ensure your website is easy to use by the target audience. This will keep your target landing pages ranking higher and attract the right traffic. In turn, this will also increase your sales and profits.
3. Improves brand reputation
Brand image is more crucial than ever before, building credibility and equity, particularly for larger organisations. Negative feedback about a business can ruin the entire brand, impacting the website’s performance and revenue.
When you invest in enterprise SEO, the marketing team follows a perfect strategy to maintain the brand reputation online. They publish positive PR and partner with influencers to create positive emotions toward your brand, creating an effective reputation management strategy that improves the brand’s visibility, credibility, and authority.
4. Boosts brand presence locally
If you can’t penetrate the local market, you can’t grow your brand within your industry. In SEO, your first target should be your local audience, with enterprise SEO focusing on enhancing the ranking for the local keywords first to capture the local audience’s attention.
Capturing the local market via online marketing strategies on a country, state, and city level, the business gets a massive boost in terms of brand acceptance leading to improved branding and customer loyalty.
Some examples of enterprise SEO
Now that you have a better understanding of enterprise SEO itself, the following strategies were used by leading brands successfully.
Example 1: Hubspot
Hubspot is a perfect example of enterprise SEO. A marketing, sales, and service platform designed to help sales and marketing teams to improve their performance, Hubspot has 6400+ employees and companies in 11 different countries.
The website has 100000+ web pages, and they rank in the first position for more than 4.7 million keywords. It attracts traffic of 22.7 million each month, which is massive.
Example 2: Adobe
Adobe is a top computer software company with 26,000 employees in 9 different locations. They have millions of pages on their website, which requires exceptional SEO expertise to manage intelligently.
It attracts traffic of 102.2 million worldwide from over 13 million keywords, and they have a massive 1.2 billion links pointing to its website.
Example 3: Microsoft
Microsoft is a multinational technology corporation that sells software and electronics. They have more than 100 million pages on the website. They’re ranking for more than 1 million keywords on the first page and have 450,000 keywords in the top position
The website attracts 420 million visitors per month via 36.1 million keywords. They also have a massive 8.9 billion links pointing to their website.
How to plan an enterprise SEO strategy?
Enterprise search engine optimisation (SEO) requires quality technical expertise and a brilliant SEO strategy to generate exceptional results. If you want to get started yourself, here is a step by step strategy to perform successful enterprise SEO:
Step 1: Choose the best keywords
Choosing the right keyword is a critical way to grow a business online. There can be thousands of keywords and select keywords based on search intent as an enterprise.
Search intent lets you know the intention of the keyword. Your audience’s search intention will vary in every stage of your business sales funnel, so you need keywords for every buyer journey stage and develop quality content accordingly.
Source: Single Grain
Here are the four different types of search intent keywords:
- Informational keywords: A searcher intends to gather and collect information on a particular topic.
- Navigational keywords: A searcher intends to navigate to a specific page.
- Commercial keywords: A searcher intends to find more information about products or services with a future intention to buy.
- Transactional keywords: A searcher intends to buy a product or subscribe to a service.
Step 2: Fix SEO issues and improve user experience
User experience and technical SEO play a vital role in search engine ranking. Since you can’t be sure when Google will change its algorithm, you have to do your basics right. Don’t take risks because if it affects your ranking, you have to rework all your pages to meet the update and put much time, effort, and money into getting back on to your ranking position.
Regularly check your site for technical SEO issues and perform a weekly site audit to analyse and fix errors related to:
- URL structure.
- Internal links.
- 301 redirects.
- Site speed.
- Decreased crawlability.
- Broken links.
- Duplicate or thin content.
- Proper XML sitemaps.
- Schema markups.
- Incorrect Robots.txt.
Step 2: Content marketing
Without content, there is no SEO. After keyword research and picking up keywords to work on, start planning and creating content. Determine the topics, types of content (audio, video, image, blogs, or infographics), and keywords.
Next, perform competitor research to analyse how your competitors have approached the topic and find content gaps to produce unique content. Informative content improves your website’s visibility and rankings in search engines. Consider refreshing old content to be fresh and evergreen.
Step 3: Optimise your content
Voice and visual search is a new opportunity for enterprises to widen their audience. 27% of the online global population uses voice search, and 62% of those using voice technology are likely to purchase. According to Semrush, 70% of all voice search answers come from a search engine results page (SERP) feature, and 60% come from featured snippets.
If you base your marketing on this research, you’ll want to focus on capturing the featured snippet by optimising your content. While optimising for featured snippets, give direct answers to the question, use stats, numbers, and charts, and don’t forget to include keywords.
A visual search is where consumers open their camera, take a picture and conduct a search through the image. When it comes to visual searches, optimising your enterprise’s website for this type of search would be beneficial and grab more audience attention.
To optimise your website for visual searches, upload an image XML sitemap, check the image’s indexation status, and update the product inventory by optimising all the pictures.
Step 4: Acquire quality links
Quality links boost site ranking, and links from industry-relevant high domain authority sites will boost your website visibility and drive quality traffic.
Source: Public Relations Sydney
It would help if you also turned unlinked mentions (also known as brand citations or link reclamation) into links to increase your organic traffic. You can use tools like Ahrefs to find unlinked mentions on your site.
Focus on improving internal and external links because internal links help pass the link equity equally between all the essential pages on the site. Internal linking also helps your audience consume more information on your website.
Step 5: Leverage marketing automation
Managing on-page SEO tasks for thousands of pages is time-consuming; however, with automation, you can perform automated technical SEO audits every week without manually checking for SEO issues.
You can also use automation for rank tracking on several locations and search engines. Enterprise SEO tools help set custom SEO alerts when your ranking drops or improves, and you can set alerts wherever there is an SEO issue on your site.
Alerts can also be set up for things like social listening, or more complex things like automating social listening into Slack for your account-based marketing (ABM) team and connecting this with your CRM (Hubspot, Salesforce, etc)..
Advantages of enterprise SEO
- Improves overall user experience.
- Lowers cost per conversion (CPC).
- Enhances brand visibility and awareness.
- Increases traffic.
- Boosts conversion and revenue.
- Improves credibility and authority.
- Builds influential partnerships.
- Expands audience base.
Disadvantages of enterprise SEO
- It takes time to show results.
- Managing a high number of pages is challenging.
- Requires approval from management to make changes.
- Communicating and persuading stakeholders to get buy-in for SEO activities can be tricky.
- Managing and collaborating with different teams is challenging.
- It requires a reasonable budget, several SEO tools, and bigger teams to handle various SEO activities.
- A negative impact on the website due to ranking algorithm updates can be disastrous.
Enterprise SEO tools
Since enterprise SEO campaigns require a lot of work, there are some specific tools to reduce the burden and improve workflows’ consistency. They’ll also help you automate routine tasks, saving time and improving productivity. Here are some of the top tools for enterprise SEO:
Conductor is an organic SEO platform built for enterprise SEO teams and a fantastic tool that provides detailed insights into which content is performing well and what your audience is searching for. It highlights actions you need to improve your website ranking in search engines and analyses your website to highlight content performance, keyword alerts, competitive insights, and optimisation opportunities across multiple countries.
You can run A/B tests with just a push button and track unlimited keywords across thousands of locations and global search engines. Conductor also has an automated content change detection feature that correlates your team’s actions with results, so you can quickly generate automated reports with customisable metrics.
Botify is a leading enterprise SEO platform trusted by over 500 enterprises worldwide. It aims to uncover missed content growth opportunities at scale to drive more traffic. Botify Analytics can accurately analyse over 1000 metrics from every search phase
Botify Intelligence lets you prioritise your SEO tasks and set custom alerts to safeguard your site performance at scale. With Botify Activation, you can automate your content discovery and index pages in real-time to drive faster results.
Source: Botify Analytics
Ahrefs is a leading enterprise SEO tool that helps perform comprehensive keyword research and uncover click data. You can easily research your top competitors, reverse engineer their SEO strategies, and find ways to outsmart them. For instance, you can see the estimated organic search results for the top-ranking pages for your targeted keyword:
Ahrefs lets you find unlinked mentions and allows the team to reach out to the concerned person to turn it into a link. With Ahrefs site audit, you can easily spot major SEO issues on the site, such as broken links, faulty redirects, missing titles, missing meta tags, etc.
Since Enterprises have to deal with complex site structures, with Ahrefs, you can choose to ignore site issues that you don’t find necessary. It is a great tool that saves you a lot of time and helps you prioritise the tasks that need to be done.
From keyword research to an on-page SEO audit, Semrush offers various tools to fine-tune your SEO strategy with custom geo-specific databases for comprehensive keyword research. You can request industry-specific databases from the Semrush team and perform a side-by-side competitor analysis to reverse engineer your competitor strategies.
Multiple teams and users can work together on the platform in real-time to upscale your SEO efforts and enhance your productivity. In addition, you can add custom integrations to your workflows and set custom alerts to stay on top of your SEO strategy. They also offer dedicated account managers to help you with your enterprise SEO campaign.
Linkdex is a link-building tool that helps you analyse which domain links to your competitors and your pages. You can build quality backlinks from high-authority websites and quickly disavow spammy links with a few clicks.
Manage, assign, check off, and communicate separate SEO tasks to your entire team within one dashboard. The tracking and forecasting tools help you see which optimisation changes will make a more significant impact and helps you fine-tune your strategy. If you want to explore more SEO tools good resource can be found here.
SEO is all about planning, prioritising, executing, measuring, and repeating, and enterprise SEO improves the ranking and revenue of large companies at scale. Enterprise-level SEO requires specialised SEO teams to develop sophisticated strategies to manage brand reputation and improve global business growth at scale.
Earned Media enterprise SEO solutions
Earned Media is an experienced enterprise SEO agency that can scale your existing SEO efforts globally. We follow the best practices for Google’s algorithm updates. Our enterprise SEO solutions are sales-driven and can scale SEO to drive growth to your enterprise site:
- Enterprise-level content optimisation.
- Evergreen content creation.
- Content strategy development.
- Core web vitals implementation.
- High-quality link acquisition.
- Digital PR ideation and execution.
- Complex website migrations.
- Longtail keyword research.
- Blog pruning.
- Online reputation management.
- Fixing technical issues.
- 301 mapping.
- Plus a lot more …
Want to know more? We’ve helped plenty of businesses, and we can help your business too. Schedule a quick 15-minute call with Nick Brogden, the founder of Earned Media, by clicking on the blue button in the right-hand corner. It takes just 30 seconds to set up a meeting
What are the roles and responsibilities of an enterprise SEO marketer?
An enterprise SEO specialist works in a team. Every team member has a dedicated role, and there are separate teams for every individual SEO task. For instance, one team manages the keyword research and analysis, while another manages the link building, SEO strategy planning, KPI setting, and SEO reporting teams.
When should a company move from traditional to enterprise SEO?
Traditional SEO works well for small to medium-sized companies. But, if you have a large organisation having a website consisting of tens of thousands of pages, you should opt for enterprise SEO. Enterprise SEO is hard to manage, and you will need to hire an experienced SEO manager or partner with an enterprise SEO agency.
How much does enterprise SEO cost?
Enterprise SEO usually costs between $15,000 to $30,000 or more monthly. Since enterprise SEO involves carrying out several tasks on a large scale, it requires modern SEO tools to automate the work.
Enterprise SEO is more costly than traditional SEO campaigns, often executed by a single dedicated resource or a team of 2-3 people. Enterprise SEO teams consist of 7-8 people at the least.
How is enterprise SEO different from traditional SEO?
Enterprise SEO is carried out on a large scale, and the strategies need to be scalable. On the other hand, local SEO professionals often manage traditional SEO campaigns on a smaller scale. Brand reputation and credibility are of utmost significance for enterprise SEO, as are automation and workflow management.
How does Earned Media differ from other SEO agencies?
At Earned Media, our team comprises highly experienced SEO experts who have formerly held senior management positions at some of Australia’s most prominent digital marketing agencies. When you work with our team, you can speak and work directly with these experts.
All technical recommendations that we make are backed up by the latest research and our own personal experience, which means that we can say with a high degree of certainty that implementing specific changes will always be for a good reason which should result in a specific positive outcome for your website.
Founder of Earned Media. Nick specialises in SEO and he has been working in the industry for over 12 years. He is a recurring digital marketing expert guest on Kochie’s Business Builders on Channel 7 network TV. Nick is a member of the Entrepreneur Leadership Network and regularly contributes to many top business publications. Nick has also guest lectured on SEO and content marketing at the University of Technology Sydney.