The Impact of Enterprise SEO
In my experience working with B2B clients, the bigger the business the more red-tape and ego there is standing in the way of the enterprise SEO campaign. For instance, one of my enterprise SEO clients (a software company) was having a hard time getting their various product managers inline when it came to the company blog. Each product manager had their own idea of how the blog should look, be promoted, what kind of content should be published, who would write the most, how it should be optimized for SEO and so forth. Everyone had ideas but no one actually wanted to step up to help push the blogging project along because they didn’t see how a company-wide blog was going to impact their particular division.
The thing these product managers didn’t understand was, when it came to enterprise SEO, what we did for the company at large would trickle down to their product lines; and what they do for their individual product lines echoes back up to help the company as a whole.
Here’s what Ian Lurie, President of Portent Inc., had to say about enterprise SEO;
“Enterprise” SEO, like all SEO, is driven by significance to your audience, visibility to crawlers and authority to the internet at large. Everything an enterprise does impacts those three things. So it’s not about some damned links in the footer or editing a title tag or two. It’s about building your site, your business and your brand in the best way possible from every perspective…Always remind your colleagues how their work on content, infrastructure and merchandising all impact SEO, which impacts the entire business.
Everything you do online can be leveraged for SEO in some way, shape or form. The thing about enterprise SEO is that it just happens on a larger scale than most other sites. As Ian also mentioned “enterprise SEO means being super-smart about scalable tactics and automation.” When you’re trying to enhance the organic search presence and have 3,000,000 URLs to work you’ve typically got a few things going in you favor such as plenty of opportunities to target more keywords, more content to leverage, more hands to help manage link building and so forth. 3,000,000 URLs is 3,000,000 potential landing pages. On the flip side, 3,000,000 URLs also means you can’t possibly target each section of the site equally so someone has to decide how time will be divided. Unless each product manager also gets their own dedicated SEO expert they’ll have to learn how to share SEO resources. Sometimes that is easier said than done but that’s why you want every division on board with the enterprise SEO campaign. Everyone needs to remember that their actions (or lack thereof) will impact your SEO in some way shape or form. If the product managers only care about their division remind them that their division’s success oftentimes relies heavily on the value of the brand at large.
Think of it like this—as your enterprise SEO efforts work to enhance the SEO value of your website and brand overall, the individual product managers and their teams can focus on their specific niche, which means you’re actually getting double the work for the brand at large. Everything those product managers do for their own particular product feeds back into your brand building efforts. And as you work on building the online brand those products reap the rewards of a stronger online presence as well.
It’s also important to remember is that sometimes big SEO wins are actually being masked by the sheer size of your company. For instance, if your enterprise site gets 200,000 visitors a month a 5,000 visitor increase doesn’t really seem like all that much. After all, it’s only a 2.5% increase. But what if a good chunk of those visitors were coming to a certain product page on your website? Maybe that page doubled from 1,500 visitors to 3,000. Suddenly your enterprise SEO is looking a lot more valuable.
Categorized in: SEO
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