What Is Enterprise SEO? Enterprise SEO Explained

By Matt Bertram

By Matt Bertram

Matt Bertram is Head of Digital Strategy at EWR Digital. He is a nationally recognized expert in SEO and the Co-Host of the top rated SEO Podcast, "The Unknown Secrets of Internet Marketing." Author of Build Your Brand Mania: How to Transform Yourself Into an Authoritative Brand That Will Attract Your Ideal Customers with contributing articles in Forbes, Search Engine Journal and numerous other publications pertaining to digital marketing.

SEO stats show that Google uses over 200 factors when ranking websites with their algorithm. Thanks to this, it’s not enough to press play on a marketing strategy or a website, particularly when it comes to large enterprises. As marketers, it can be tempting to think that Google and other search engines will automatically favor large sites and big brands over small ones. However, this is not the case. It’s equal-opportunity when it comes to ranking first on the search engine giants. Additionally, the ranking of extensive sites and large businesses can suffer due to these pages’ complexity. With big sites comes more pages, so SEO becomes more complex, and there’s more room for errors to creep in. What’s the solution? Effectively implemented enterprise SEO.                                                       

Big businesses and websites use SEO to get into the top search spots and streamline marketing efforts. Without SEO in place, these operations are in danger of losing out to smaller sites thanks to a lack of cohesion in their marketing efforts.

If your company is yet to leverage the efficiencies and power of enterprise SEO, we advise that you keep reading. Because we are about to do a deep dive on what SEO is and why it’s essential for certain types of businesses.

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Enterprise SEO Defined

Enterprise SEO incorporates the common strategies of basic SEO. However, it goes a step further.

At a broad level, enterprise SEO does this by tieing together the goals of marketing, web development, user experience, and branding departments. Besides uniting the common goals of these departments, SEO also focuses on page template creation. Through this, SEO strategies can deploy semi-automated on-page SEO.

Another defining aspect of enterprise SEO is the creation of hierarchical keyword targeting. SEO strategies often target high competition keywords. At the same time, they also strategically go after longer tail keywords. This is done by following an organized and hierarchical keyword plan.

By enhancing workflow management, content distribution strategies, cross-departmental collaboration, and implementing automation, SEO can effectively promote large sites searching for scale.

Enterprise SEO vs. General SEO

Now that we have taken a look at the basic elements of enterprise SEO, how does it compare to general SEO?

As mentioned above, general SEO forms a part of enterprise SEO. However, SEO goes beyond simply optimizing website speed and onsite SEO. Instead, the practices found in general SEO are tweaked and built upon in enterprise SEO to be scaled.

Keyword Targeting Is More Extensive and Structured

When it comes to keyword targeting, enterprise SEO usually focuses on broader search terms. Let’s look at an example by comparing two sites, A and B.

Site A is an affiliate site for digital cameras. They promote +-17 brands of cameras. They practice regular SEO, and their keywords would be highly specific. Such as ‘Fujifilm X-T4 review”, “Nikon D780 review”, “Nikon D780 vs. Fujifilm X-T4 reviews”, etc.

Site B is a large online electronics seller. They sell most of the popular digital cameras on the market and smartphones, TVs, etc.

Not only do they have a blog, but they also have hundreds of thousands of product pages.

They might target some very specific keywords like site A. However, they will also be after ranking for keywords like “electronics online”, “buy electronics online” ” best tech deals of 2020″, etc.

Site B would likely have a hierarchical format for the links they wish to target.

Automation and Templates Take Center Stage

Besides the range and organization of targeted keywords, enterprise SEO also differs from regular SEO in that there is a lot more focus on automation and templates. Automation and template use helps to cut down on the workload of building and maintaining a mega-site. Additionally, it also helps with brand cohesion, something that can get messy on large platforms.

To get an idea of what this looks like, let’s consider site B again. Site B has thousands and thousands of products. These come from different manufactures and suppliers.

The easiest thing for site B to do when listing a new product is to copy and paste the product information from the supplier or manufacturer onto their site. However, this is not good for SEO as it is duplicate content in Google’s eyes, which is never beneficial and is completely unbranded.

In an enterprise SEO strategy setting, site B would create templates for their product pages. The key information for each product would then be inputted into standardized fields.

To Google, this would likely display as new content. To the consumer, it would come across as branded and cohesive with the rest of the site.

Besides achieving these goals, templates and automation also help to minimize the sheer mountain of repetitive work that +1,000-page sites entail. Imagine manually loading all the product page information on a website of this size? The pure volume of the work can be crippling.

This is why big sites have to hone in on automation techniques where they can.

Besides these main areas of keywords targeting, templates, and automation, SEO also focuses on cohesive campaigns. It does this by creating a specific strategy at the corporate level that connects SEO, content marketing, PRs, and social.

Who Needs Enterprise SEO?

Enterprise SEO is commonly understood to be for big companies. However, this is not entirely accurate. Many big companies may have relatively small and simple websites, consisting of a few pages and basic content types such as press releases and authority content.

Simultaneously, smaller companies that do not necessarily fit into the Fortune 500 category may have extensive sites, housing thousands of pages. These are the sites that typically require SEO strategies.

The basic rule of thumb is that any site with more than 1,000 pages is a candidate for enterprise SEO. However, you might want to implement SEO before hitting this many pages, depending on your goals.

Because enterprise SEO creates cohesion between SEO, branding, content marketing, general marketing, PR, UX, web development, and social media marketing, it could be of benefit even to a smaller site.

Additionally, if you want to grow your site, you might want to look into enterprise marketing ahead of time so that it is already at play when you reach those high page numbers.

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Benefits of Enterprise SEO

Now that you know the answer to “what is enterprise SEO?,” what are its main benefits? SEO is a large and complex undertaking, but its rewards are far-reaching.

Here are some examples of the benefits that you can expect to reap from enterprise SEO.

Firstly, enterprise SEO supports and benefits all of an enterprise’s marketing efforts, including offline ones. It also controls and promotes global brand messaging, builds authority, fosters influential partnerships, and results in finely-tuned social messaging.

Besides this, a comprehensive enterprise SEO campaign also targets local marketing through scaled local SEO strategies. According to research, 46% of searches have local intent, making this a powerful SEO component. By leveraging both local and organic search, large sites can target their audiences at all stages of the buyer journey.

In addition to these benefits, enterprise SEO also streamlines the SEO implementation process. This reduces unnecessary task duplication.

How to Implement Enterprise SEO

There are two main ways that sites and brands can implement enterprise SEO.

They can either hire and train SEO experts within their organization to implement enterprise SEO. Or, they can outsource the function to an SEO company.

Enterprise SEO is a complex, far-reaching, and large undertaking. It requires collaboration across multiple departments as well as strong leadership and experienced talent to implement. Because of this, it is often more effective to turn to SEO companies to outsource the function.

In most organizations that do DIY SEO, web design and marketing departments head up SEO efforts. While this can work for basic SEO strategies, the complexities of thorough enterprise SEO implementation are often outside of these departments’ scope. Interdepartmental collaboration can be especially challenging for one department, such as IT or marketing, to spearhead.

Because of this, in many cases, organizations with big sites will benefit most by taking advantage of outside SEO services.

For those wondering if this is worth the cost, consider this. Survey results reveal that inbound SEO is the highest quality lead source for 60% of marketers. Given that lead generation is the key to increased revenue, powerful and scaled SEO enterprise solutions will more than pay themselves off.

Does Your Organization Need Enterprise SEO?

In order to compete for a place at the top of the search results, large sites have to implement evolved SEO practices. Otherwise, their sheer volume of pages, content, and presence can lose cohesion—and with that—ranking power and brand authority.

If your site or organization has reached the place where its online presence is several thousand pages strong, it’s probably time that you look into enterprise SEO.

While SEO is a big undertaking, it doesn’t have to be complicated.

By leveraging a proven enterprise SEO company’s expertise, you can achieve big results minus the implementation struggles.

Want to start implementing SEO for your brand? If so, find out more about our turnkey enterprise SEO solutions here. To get started, reach out, and we will be eager to discuss your platform’s unique needs.