Enterprise SEO- Introduction
Search Engine Optimization for large businesses is Enterprise SEO. The SEO strategy and approach for these enterprises are different as they have millions of pages, making it different from traditional SEO.
Enterprise SEO is Search Engine optimization for a large business. When we say business, we have two considerations: a) Enterprises owning thousand to millions of pages on their site b) enterprise having a big team that contributes larger revenue and brand recognition.
According to Louder. online, Basic Enterprise SEO strategies, are:
- Choosing the right tool which suits the brand
- Training the team to use the tool
- Setting goals and standards for SEO leaders
- Developing formal agreement and communication channels
- Establishing the right KPIs(Key Performance Indicator) and checking the track of ROI (Return of Investment)
SO What is traditional SEO then?
Traditional SEO is the SEO that is used at the present moment. It is mostly used by small businesses and newly set-up entrepreneurial ventures. It is also known as SMB (Small to Medium Business) SEO. Traditional SEO focuses on organic search rankings as it focuses on content rather than paid advertising.
Strategies of traditional SEO
- Technical aspect – the speed of webpage loading, making the structure which is user and Google-crawler friendly
- Keyword research- Finding out the competition in a keyword, finishing keyword which has the least competition
- Content creation- Quality content makes about 75% of organic traffic to our page.
- Use of links- Backlinks (links from another website) and internal links (links within your website) are used.
Let’s have a look at the basic categories that makes Enterprise SEO different from traditional SEO
- Stronger strategies, planning, and practices
Since Enterprise SEO has to address a large number of WebPages, it needs more and stronger strategies, planning, and practices when compared to traditional SEO.
- Higher scalability and Automation
Large companies are always working to bring improved or next version of an existing product or entirely new product. And this increases the scale of Enterprises.
Not only that, setting links or product listing becomes another task. This multiplies work exponentially. Thus the use of automation, especially programmable automation ( robots), is done. This automation is also used to automate SEO tasks across thousands or millions of pages.
- Measuring the success
For an SMB SEO ranking from the second page to first pages or, say, greater traffic is a success, whereas it’s not the same case for Enterprise SEO. Since brands are well-known and their offline promotional activities, newsworthy events, and news coverage have an influence on drawing massive traffic to their site. It means that more research and digging is needed to see how organic traffic is earned. Thus, measuring success in Enterprise SEO is much complicated.
- Many locations to serve
Large enterprises having franchises or a branch of the network need to optimize their SEO to serve up the location-specific SERPs (Search Engine Result Pages). This indicates to make location-specific content, which remains consistent with its brand presence and reputation.
- Setting up multiple subdomains
The subdomain is used to create a similar type of an existing website having its own unique identity and content. Large companies use a subdomain to handle transactions as such companies have a substantial E-Commerce business. Thus Enterprise SEO tends to have a subdomain, whereas SMB SEO does not have to do so as it is small or new in the market.
- Investment in Reputation Management
Bigger the power, Greater the responsibility is a well-suited saying for Enterprise SEO. Enterprise brands are well-known, and people are always trying to get products/services from them. This situation marks special attention to maintaining the reputation of brand in-person services and the online section. Enterprises need a sophisticated SEO strategy to serve up more accurate SERPs.SMB SEO does not have similar pressure.
Difference Between Enterprise SEO and Traditional SEO
|Enterprise SEO||Traditional SEO|
|Needs stronger strategies , planning and practices||Comparatively lighter strategies, planning and practice|
|Hard to predict the reason behind high organic traffic||Easy to predict the reason behind high organic traffic|
|Needs to set up SEO for various locations||Initial phases it may not require SEO for many locations|
|Sub-domains are required.||Sub-domains may not be necessary.|
|More Investment in Reputation Management||Comparatively very less investment on Reputation Management|
Some issues within Enterprise SEO
- Making changes is very complex
Enterprise sites also suffer from simple SEO issues. The problem isn’t the issue; the problem is to make changes, which is much more challenging to do.
Any changes in a website like creating new pages, replace legacy content, and replenish new content and design can affect the inbound links and dominance of those(old) pages have acquired in quite some time.
- Competition remains neck to neck
The competition in enterprise sites is quite a show. A minor problem in a brand’s PR or other aspects can brutally affect its SEO ranking. Thus Enterprises emphasize on SEO along with the expansion in brand recognition.
Enterprise SEO is necessary to help brands to dominate their industry. Failing to execute enterprise SEO can risk damage to their reputation and bottom line. The operational level of enterprise makes it different than Traditional (SMB ) SEO. Moreover, it appears that enterprise SEO has greater responsibilities and pressure than the traditional one since it has to work with a brand reputation and is easily affected by offline promotional activities.