Things that Hinder Enterprise SEO Success
At first glance you’d think that it’s much easier to execute an enterprise SEO campaign compared to a small business or SMB SEO campaign. Enterprise organizations have bigger budgets and more resources, which should translate into a powerful SEO campaign that delivers results. In theory this is true, although when it comes to SEO enterprise organizations have a bad habit of getting in their own way and hindering SEO success.
Here are 4 things enterprise organizations are guilty of doing which slows SEO success:
Have a lengthy approval process
Every item within an SEO campaign needs to be approved in order to be executed. The team responsible for SEO efforts are SEO experts, but might not be experts in every facet of the business that is affected by the SEO campaign. This is especially true if the SEO is being outsourced to an SEO firm. The website of an enterprise organization is often quite large and may cover many different verticals.
A manager for each vertical will need to review and approve keywords, content changes, and link recommendations. When recommendations sit for days, weeks, or even months it means that the (already slow) SEO process isn’t moving which means that success is delayed. An SEO campaign today relies on a steady stream of content being published. If every blog post, article, etc. needs to be approved by 10 different people, it slows the turnaround time which makes it nearly impossible to capitalize on any current news or trends that are being discussed in the industry.
Not having patience
In an enterprise organization the team responsible for SEO has to answer to higher ups, and those people have higher ups, and so on all the way up to investors. These people want to see fast results, which puts more pressure on the SEO program. If the results aren’t there quickly, there is temptation to give up, and start over with a new approach, which means that SEO is never really gaining any traction. SEO needs to be viewed as a long-term strategy. This is actually something that small to medium sized businesses are better at understanding. They are used to growing their business at a slow pace and seeing gradual success.
Many SEO decisions are based on data. Enterprise organizations can be hesitant to give open access to this data to the people that can use it the most. Does it really make sense to withhold web traffic data from the SEO team? Nope, but it happens all the time.
Keeping SEO in a silo
In a large corporation, marketing is broken down into different departments. You have the PR department, the social media department, the content department, and so on. The thing is, each and every one of these departments should be involved in an SEO campaign. If the SEO team is silo’d, opportunities will be missed.
Categorized in: SEO
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