How Enterprise SEO Will Help Your Business
or for small businesses is not the same as . Whether you are in the process of building a team for it or outsourcing the work, understanding the core dynamics is essential for an effective international or national SEO strategy.
For one thing, ‘s negative or positive impact is usually far-reaching. That’s why you need a professional audit, strategic planning, and proven expertise to accomplish your target goals. or is much different than when considering your goals.
At the level, there are varying layers of complexity involved.
Beyond the complexities of , different stakeholders often participate in the strategy implementation. From design to creation, public relations, product management, and developers, putting the strategy to work at scale are usually challenging.
Technically, what works for smaller websites hardly moves the needle regarding business websites with tens of thousands of pages. Besides, when relatively large enterprises with multiple locations across different states, cities, or even countries need SEO, getting and measuring results comes with various challenges. Given the above facts, you need clear answers to some critical questions before building an or outsourcing the work to a Or .
Are you still wondering how this service could help your business? Read on to find out.
What Is ?
is about optimizing a business website with thousands of pages owned by larger companies. Contrary to what some people think, it is not about the company’s headcount. Instead, it is more about the size and scale of & work involved across a high number of website pages.
From this perspective, medium-sized businesses with under 100 employees and relatively large websites can utilize .
Most people focus this on growing traffic from short-tail keywords (search queries) with great potential for high volume searches per month. Moreover, if you need high-volume website traffic from the same set of keywords used by searchers or potential customers across different countries, states, and cities, a holistic will help you achieve that.
Is Necessary?
The simple answer is yes. is necessary for some specific business contexts. As hinted earlier, what worked for businesses with under 1000 web pages will not impact an with tens of thousands of pages. If you have tried some strategies but didn’t get good results from your efforts and invested time and money, you need to start thinking differently.
More than anything else, the nature of your business, current goals, challenges, and available resources will help you determine if you need this type of or not. Besides, understanding how the whole thing works will make it easier to determine the types of expertise you need to bring in when building a team for the project.
It doesn’t matter whether you are outsourcing to an agency or building an in-house team, lack of professional planning is likely to waste your resources on the wrong team dynamics.
Why Is Important
Brand Message Uniformity
When it comes to , Besides growing brand awareness, message uniformity across different locations, customer segments, or buyer’s journeys is extremely important. When your messages are unified and consistent, it improves how potential customers identify what your brand stands for and what they stand to gain.
Talk about brand differentiation; a holistic is one of the best ways to achieve that not just once but over a long period.
There is no need for different teams across different locations to have disparate brand messages. Uniform messages will make your brand more recognizable. Here is why you need an with cross-functional expertise to keep everyone on the same page.
Assuming everything is in sync, the design, product, developer, marketing, creation, and legal compliance teams don’t have to wonder why certain branding messages are used in your strategy.
But then, you need to build the team first.
Multiple Location Coverage
Here is one of the biggest benefits of . You can have a unified team covering different target locations simultaneously. From to creation and link building, covering multiple locations at the same time will expand your brand reach while generating buyer traffic that could become long-term clients or customers.
Regarding location coverage, your might target different countries, states, and cities within a particular country. For example, an eCommerce company can leverage this strategic SEO to get customers and sales in locations where they don’t have a physical presence. In other words, you don’t need a physical presence in every location before leveraging to get buyer traffic from any country, state, or city of your choice.
However, it would help if you leverage professional , clustering, and topical authority with additional strategizing to make it work. You can use the same keywords to get customers from multiple locations.
Think about this for a while. If your business has about 400 operating locations within a country, will you cover only those locations where your offices are located?
Product-Specific Traffic Generation
In a typical , some product lines, specific products, or services are likely to be more profitable than others. Here is one context where collaboration with the sales, marketing, finance, and accounting teams could provide more insights for a highly profitable . Most times, it is not enough to base your decision on guesswork.
Perhaps, you need to make optimum use of your limited SEO budget.
Assuming you want to increase sales for specific types of products or product lines, will also help your business achieve that. Take, for instance; your company has hundreds or thousands of products.
Strategic will make it easier to attract potential customers actively searching for them online.
Again, this is where product-centric will help you attract ready buyers with high purchase intent. The best part is that you can go beyond your product names or models to attract potential buyers from different locations, whether your business has a physical presence.
Unified Product Launch Strategy
Having a unified go-to-market strategy for new products is another way that can help your business. If you are not utilizing services or strategies for this specific purpose, your business will likely miss out on the potential revenue.
Regardless of how different, beneficial, or innovative your products might be, you can hardly get good sales if only a few people know them. Having a wide shipping and distribution network will not even take the place of effective marketing. If you gain some competitive advantages in the target market for your new products, you need a proven strategy to engage potential customers actively searching for them in selected locations.
Instead of depending entirely on paid advertising and branding campaigns for new product launches, strategic could help to expand your brand reach where other channels aren’t enough.
Long-Term Customer Acquisition Channel
One thing about paid advertising such as is that the volume of traffic you’ll get will always depend on the size of your budget. In other words, you’ll always have to pay for every visitor brought to your website. With paid search advertising (pay per click), the cost of getting one visitor to your website may range between $1 – $50 and beyond, depending on the niche and target location.
Besides, the ROI will not be impressive if you spend most of your budget on branding campaigns that don’t bring quality buyer traffic.
Assuming you stop advertising or your budget is exhausted, your business will stop attracting potential buyers to the website. Let’s say your budget can only get you 20,000 website visitors per month. That budget threshold will be your limit.
On the other hand, the traffic generation potential of your SEO-optimized is never limited to budget size. In the technical sense, you are not paying for every potential buyer coming to your website from an organic search. The same pieces of top-ranking that brought your buyers today might continue to bring new buyers for the next month or year.
Proper implemented in a planned out , Done very well, every piece of SEO-optimized represents a customer acquisition channel for multiple months or years. Just pause for a while and imagine a single piece of bringing you 1000 – 10,000+ website visitors (potential customers) over three years. Now think of how to multiply the potential outcome of implementing your across different locations.
Improved Revenue Generation
One of the long-term benefits of is lower customer acquisition costs. Interestingly, this is something that usually has a positive impact on revenue generation and ROI. Because the strategy has the potential to bring in consistent sales from organic search over a long period, the customer acquisition cost tends to be lower.
However, the main thing is ensuring that you bring quality buyer traffic from keywords with high purchase intent. This is the type of traffic that tends to convert better.
If you are merely getting high volume traffic, but the conversion rate is abysmally low, then the impact of on your revenue generation will be low or absolutely negative. Don’t let anyone fool you with vanity metrics on a glossy software dashboard.
You need to invest sufficient resources in data analytics tools and expertise to make it work very well. When these things are available, your team can use the insights derived from performance tracking and financial analysis for further optimization that will positively impact revenue generation.
How To Do
Every effective often starts with a detailed audit. When large websites with thousands of pages are involved, an goes beyond throwing a domain into a tool and getting a report with some dotted red lines. Getting it right requires a careful direction of your limited resources towards the findings and optimization strategies that will have the most significant impact. And that’s why you need an in the first place. Here is how to do it.
Stage #1: Choosing A Tool To Start Your
Based on the large number of pages usually involved in , you have to choose a robust tool for the job first. Weather your doing WordPress SEO or any other CMS, finding an for your audit is vital. This is the very first step in auditing an .
If you are to do work manually by probing every individually, it may take you months or even years to uncover anything useful. In terms of technical , you need to best tools to get the best results. Consider the following tools assuming you are the person in charge of the work.
Additionally with , You can sign for any of these tools to prepare for work. Watching some product tutorials or scheduling a demo call with the experts behind these tools will also prove helpful.
Stage #2:
The technical structure of a website is part of Google’s 200 ranking factors that influences the distribution of organic search traffic. Whether a marketing team leader or business owner, there are many technical parts of a website that you cannot audit with your bare eyes and limited brain capacity. Given the fact that thousands of pages are usually involved in , you need the best tool for the job.
After choosing a tool for the job, looking into the technical status of your website should be the next step. Regardless of your chosen device, here are the major technical issues to check.
Duplicate Website Indexing: You may not be aware, but the website that needs SEO may have duplicate versions indexed in Google and other search engines. To avoid limiting your site’s ranking potential, you need to have a single version (domain) indexed in Google. You can check to find out if the bots are indexing the correct version of
your site.
Crawl Errors And Manual Actions – When crawlers encounter some technical errors on your website, it may have a negative impact on your SEO ranking. The error count might be too high or very low, depending on the number of pages you are auditing. Your task is to use the chosen audit tool to analyze the site and check for crawl error reports. In terms of any manual actions affecting your ranking, you’ll see the warnings and reports inside the coverage section.
Sitemap Visibility: Most search engines crawl and index web pages through the XML sitemap. Even though the sitemap may contain all your URLs, it is still possible to find some pages that have been crawled but not indexed. Note here that only indexed pages can gain higher rankings.
Page Loading Speed: While some tools can give you insights regarding page speed, there are other tools you can use for this. Pingdom, GTMetrix, and Google Page Speed Insight are the best for this. With these tools, you’ll gain practical insights on what to do with your javascript and CCS files.
404 Page Scanning: The tool you chose will help you find the number of URLs leading to non-existing or deleted pages. Unfortunately, a high number of 404 pages will hurt your rankings.
Robot.txt File Check: This file tells crawlers which pages to crawl and the ones to ignore. Unknown to some developers that don’t have SEO knowledge, some errors in this site file may limit your rankings.
Security: If the website doesn’t have a secure socket layer (SSL) certificate installed, that should be a negative SEO signal. What happens is that most search engines often favor sites with this digital security certificate. You need to find out if the website has the standard padlock symbol.
Stage #3: On-Page
URL Structuring: If the site has numerical or multi-string URL structuring, it will be harder for the crawlers to decode what each page contains. The best option is to have a clean, human, and bot-readable URL structure with specific target keywords.
Title And Meta Description Tags: Besides the URLs, the title and meta description tags for every on the site need -targeted optimization. When the site has a high number of pages with keywords that don’t command significant search traffic, it means there is an opportunity for improvement.
Image Tag Optimization: Even though it is not every image that needs optimization with target keywords, taking some actions in this regard on a large-scale could have a significant impact on the rankings and search traffic volume.
Duplicate : A high number of duplicate pages will also hurt the website’s ranking. Duplicate means that some pages with the same or similar keywords compete against each other. Though some tools will detect this during an , you’ll get even more insights from on appropriate .
Internal Link Navigation: When dealing with an old site with thousands of pages, a professionally planned internal link can make a big difference. If 10 -70% of the website pages don’t have a proper internal linking strategy, then you should consider that.
Coverage: If the uses a general marketing team without deep SEO expertise, coverage is likely to have some limitations. Again, when thousands of website pages were created with low or zero search volume keywords, you’ve got some work to do there.
Stage #4: Link Building Audit
Link Count – What is the overall number of backlinks linking from other websites to the you are auditing? Assuming they have not had an active link-building strategy for a long time, the inbound link count will be meager, and that’s a competitive disadvantage. Detecting the number of pages with the lowest inbound links is also essential.
Link Types: What are the major types of backlinks they have built over time? In this case, solely depending on a single kind of backlink is hardly the best strategy.
Link Sources: From which specific sources have they gotten the most inbound links pointing to the website? Your findings here will help you plan for link source diversification.
Link Authority Distribution: This is about the distribution of backlinks based on the domain authority of linking websites. Domain authority usually ranges between 1 – 100. The higher the number, the better. However, if most linking websites have lower domain authority (under 40/100), you’ve got some strategic link-building work.
Competitor Benchmarking: How does the compare to competitors operating in the same target market? During an , competitor benchmarking will help determine the number of backlinks you need, domain authority distribution, and the best link sources to utilize.
Stage #5: Audit Reporting
is hardly complete without transparent reporting. It is not enough to find technical issues that limit the website’s ranking. You have to create a detailed report of your findings. Most importantly, it is your responsibility or that of the professional website auditor to provide a detailed report on specific optimization strategies.
Since it’s we are talking about here, it is also vital to carry every other stakeholder along before putting the recommendation from your audit to work. Proper communication and collaboration from the start will help everyone minimize implementation bottlenecks.
Final Thoughts on a And
In case your company or marketing team has not been investing in , now is the time to start thinking differently about it. Perhaps, you’ve got a website with thousands of pages at the moment. What you do with them will depend on the foundation you lay for the project.
And how can you lay a strong foundation for effective and profitable ? You must start with a detailed technical, on-page, and linking profile audit. Add competition analysis to the mix, and you’ll get a better idea of what your team can do to achieve your marketing, sales, and revenue goals. Regardless of who is in charge of the project, don’t stop at growing brand awareness only. That’s not the only thing that an can help your business achieve.
As you can see from this post, an is well worth looking into and has different benefits worth exploring. Depending on your choice and available resources, you may decide to build an in-house or outsource the work to an .
