Let’s face it: SEO is overwhelming, especially when you have thousands of pages on your site.
Carrying out enterprise SEO successfully is one of the biggest bugbears companies face, and with constantly changing algorithms and Google regularly moving its goalposts, it’s difficult to know where to start.
First things first…
What is Enterprise SEO?
Enterprise SEO is exactly the same as normal search engine optimization, except it deals with huge companies that have thousands of web pages.
Think companies like Salesforce that has over one million pages online - phew.
To run a successful enterprise SEO campaign, it takes more than an expert knowledge of technical SEO because you’re juggling so much content and so many different keywords. It takes strategy and creative thinking, too.
Let’s dig in.
Why You Need Enterprise SEO
Organic search is the bedrock of generating consistent revenue. If you don’t do enterprise SEO the right way, you’re going to miss out on a mammoth chunk of cash that would otherwise have been an easy grab.
Optimizing the many pages you have on your site means you have multiple opportunities for customers to find you and, ultimately, buy from you.
But isn’t SEO dead? You ask.
Sure, SEO tactics have gone through the ringer and back in the last few years. But we’ve moved on from shady black hat tactics and are now pushing for a more enlightened way of sharing our wares, and this is reflected in the amount large companies are investing in SEO.
In one study, 26.7% of SEO professionals were putting aside more than $20,000 per month purely for SEO tactics.
But without having a strategy in place or knowing the kind of results you want to get with your campaign, it’s easy to flop hard. So, to help you avoid any flops, we’ve put together this guide to kick-starting your enterprise SEO strategy the right way.
1. Sitewide SEO Auditing
Like normal SEO campaigns, it all starts with a look at the backend (no, not in that way). We’re talking backend optimization of things like site structure, indexability, processing speed, and mobile functionality.
All of these things come together as pointers for Google’s ranking system.
By carrying out sitewide SEO auditing, you can quickly map out what pages desperately need to be optimized and which ones can be shunted down the list. This will form the base of your enterprise SEO strategy and will drive all your movements from now on.
2. Organic Keyword Review
While the site-wide audit will show you the ways you can move forward with optimization, reviewing your organic keywords will let you know which ones are bringing in who and from where.
You can use Google Search Console Data for this part, looking for results like:
Which keywords get the most clicks from visitors
Which keywords have the highest number of impressions - this indicates it’s a popular search term
What positions your pages and keywords are ranking in (not on page one? Time to optimize!)
3. Content Expansion
Having thousands of web pages often means that you’re spreading yourself too thin; you might have hundreds of pages that are sparse on the content front, while others are overflowing with useful tidbits.
During this stage, you want to pick out the pages that have the potential to perform well but are currently not trying their hardest (a.k.a. They simply don’t have enough content on them).
You can use a tool like DeepCrawl to determine which pages could do with beefing up (there’s a specific option to see “thin pages”). Then, once you’ve pinpointed the culprits, you can start building them out so they’re packed full of juicy value.
4. Competitor Keyword Analysis
Google is far from a vacuum. In fact, it’s likely that there are thousands of similar companies trying to claw their way up the search rankings alongside you - and they can really help you out.
Carrying out competitor analysis helps you benchmark your position against big players in your industry.
Start by segmenting competitors by keyword, looking out for things like:
Which keywords they rank the most for
Which keywords they rank the highest for
Which keywords they are continuously using
And, when looking ahead, it’s worth tracking any changes in what your competitors rank for over time to discern any trends.
5. Start Small With Optimization
This is the part where things start to get overwhelming in enterprise SEO, purely because there are so many pages to juggle.
Thinking about what pages need more beef, what pages need less, and what pages need a complete overhaul is enough to set you off screaming, but doing it little by little can help ease the headache.
Start by optimizing on-page elements that have an immediate impact on your SEO rankings; things like:
Once you’ve done this sitewide, then you can start working on the pages that need fresh content the most.
6. Consistently Create Content
It might be easy to sit back and think “I’m done!” once you’ve freshened up a few pages here and there, but enterprise SEO never sleeps. If you want to see long-term success you gotta keep putting in the work, and that means creating content consistently.
One of Google’s biggest ranking factors is fresh content, and it’s one of the easiest ways to keep working on your SEO strategy.
It might seem like a huge task, but this is the fun bit! Think about creating content that:
Answers your audience’s questions
Is unique and specific to you and your company
Outshines similar competitor content
Is packed full of engaging elements, like images, facts, and lists
7. Internal Linking
External linking is often the number one priority for SEO professionals, but it’s cousin internal linking can often work quick wonders on your rankings - particular for enterprise SEO.
With so many pages circling around the web, you have plenty of opportunities to link internally, creating a strong structure that stands the test of time.
Enterprise SEO Doesn’t Have to Be Hard
The SEO landscape is constantly changing, with Google bringing in new do's and don’ts all the time.
Trying to stay at the top of your game and maintain that number one spot can be a massive headache, but if you break things down into manageable chunks and create a long-term strategy that involves both the technical aspects of SEO and content creation, it can actually be quite fun.