If you’re considering hiring an enterprise SEO agency, you need to understand what you’re getting into. In this post, we’ll explain what enterprise SEO is, why enterprise SEO is important, what enterprise SEO agencies do, and how to choose a reputable agency if you decide to hire one. Let’s take a closer look.
What Is Enterprise SEO?
An enterprise site can be classified as a large network of websites that represent different divisions, departments, locations, and more. Enterprise sites are usually owned by big companies with thousands of websites, firm brand guidelines, and big reputations.
Enterprise SEO is a robust and highly strategic search engine optimisation strategy for enterprise sites. Yes, all SEO requires some level of strategy, but for enterprise sites strategy is everything because a lot is at stake.
Let’s say Example Company Enterprises (ECE) is preparing to refresh their current approach to SEO, so they hire an agency to help them. ECE has 4 global locations, 6 separate divisions, 5 regional sites, and hundreds of employees and customers across the globe that will be impacted by all website updates.
In this example, the company has many different business aspects to keep in mind when creating their strategy. To develop the best possible strategy for enterprise companies like ECE, an enterprise SEO agency should consider these questions.
Let’s take a closer look at these.
1. Is This Strategy Scalable?
Scalability measures how possible it’s to replicate actions at a larger scale. An SEO strategy that is scalable for a small business and a strategy that’s scalable for an enterprise business won’t be the same.
Building links, consolidating sub-pages, revamping site design, and more for 1 website is no easy task and that work increases exponentially for enterprise companies with an abundant network of websites, employees, and customers.
So, if your enterprise company is considering hiring an SEO agency here are some tips for creating a scalable plan:
The ultimate goal is to make sure your strategy can be scaled to the level you need it to be.
2. What Processes Can Be Automated?
To improve scalability, automation is necessary. There are many ways to implement process automation while maintaining quality communication.
Sometimes automation is feared because of quality control. We’ve all received automated spam emails that try too hard to be personal, have grammar and sentence flow errors, and all-around miss the mark. In those instances automation isn’t adding value to the email marketing optimisation strategy, instead, it’s diminishing the user experience.
Automation can be helpful when used appropriately and with some checks and balances in place. Here are some ways an enterprise SEO strategy can utilize automation.
More categories could have been added to the list, but you get the picture. Many business processes can be automated.
Automation improves efficiency, standardisation, customer satisfaction, employee satisfaction, consistency in the brand presence and more. Processes that are simple and repeatable can be automated at any time.
3. How Will This Impact Workflows?
When building an enterprise SEO strategy, enterprise companies have to consider their employees. All parts of the company will be affected, not just the marketing team. But how each team is affected will differ.
Just make sure that everyone has adequate training and is briefed on what changes are to be expected and how those changes could affect their role.
4. Where Can Templates Be Created?
Templates increase productivity because they make tasks repeatable, have a consistent structure, and keep different teams aligned.
Repeatable tasks like monthly reporting are made easier with templates. This way anyone on a team can complete the task, like creating a slide to report once they understand the template. Keeping a consistent structure makes it easier to spot key information. And this applies to internal communication and external communication.
Internal Communication Template Ideas:
External Communication Template Ideas:
It’s easy to make mistakes and it’s easy to overlook important information. Templates minimize mistakes and put important information in consistent places, so time after time, team members always know where to look.
5. Who Needs To Be Trained?
After an enterprise SEO strategy has been created and implemented, it’s up to employees to keep the new processes going. That’s why training is so important.
Identify which teams will take on which roles. Then take a step back to look at the bigger picture and identify how individual teams will collaborate with each other in the workflow.
Managing multiple websites, keeping brand guidelines consistent, working with multiple teams to meet different strategic objectives, and more is required to successfully maintain healthy SEO. So, ensure your teams are trained and that training is easily accessible to anyone who needs it.
6. How Will Metrics Be Reported?
It’s best to automate the reporting process. First, determine how reports will be downloaded and presented. To automate this, simply schedule a time reports will be automatically downloaded or schedule a time each month to download and prepare reports for presentation.
Automation is vital for reporting in the enterprise SEO space. Different teams in different locations are all working together each day and everyone has to use their time wisely. It’s best practice to review reports before presenting them during team meetings.
Each team member does not need to report every single detail, instead create templates with outlines of the necessary information for a specific meeting. Make the full report available to anyone who wants to review it, but focus on the key metrics during presentations.
Reporting plays a big part in how enterprise businesses review and set new goals for the next month, quarter, or year.
Why is Enterprise SEO Important?
Enterprise SEO is more robust than typical SEO strategies and for enterprise companies it’s an important part of brand recognition, aligning brand voice across multiple sites, protecting brand reputation, managing internal collaboration, and standing out from competitors.
On the ‘Our Team’ page on our site, we share a little about our mission and include a detailed timeline of our company history. The screenshot below shows how we mention our brand journey in the mission section. This is just one way we implement this best practice for brand reputation.
Other aspects of internal collaboration for enterprise SEO are less straightforward. This is why it’s important to create a strategy that encompasses all parts of the SEO process. Ensure the internal collaboration strategy is scalable, repeatable, and able to evolve with the company.
Learn more about how our team can support your SEO needs.
1. Technical SEO Audit
A technical SEO audit is the foundation of an enterprise SEO strategy because it assesses the health of an enterprise company’s websites. This assessment helps to identify where there are opportunities for improvement, what’s currently working, and what should be archived.
Some things to consider in a technical SEO audit for enterprise-level companies:
Answering these questions will help decide whether you need to hire an SEO agency for Enterprise SEO.
2. E.A.T Audit
E.A.T stands for expertise, authoritativeness, and trustworthiness. The E.A.T guidelines are factors Google and other search engines take into account when crawling websites and indexing information. An E.A.T audit reviews how Google sees an enterprise site and proposes ideas to improve a brand’s expertise, authoritativeness, and trustworthiness.
3. Keyword & Audience Research
To enhance brand visibility and improve lead growth the enterprise SEO agency will create a report that lists some topic keywords and topic clusters based on the company website and the keywords that rank for their competitors.
Extensive audience research allows the SEO team to create detailed avatars for customers that give a 360-degree view of each customer and their individual demographics.
Keywords, topic clusters, and audience research come together to create a foundation for a powerful content strategy.
4. Competitive Analysis
Competitors analysis doesn’t stop with keyword research. This is a robust and essential part of any high-performing enterprise SEO campaign. During this phase, the enterprise SEO company is learning about the metrics of the competition. Data like visibility, backlink information, keyword ranking, are compiled and reviewed.
Typically anchor pages on an enterprise company site, like the home page, are also analysed during this process to create a complete profile of the site as a baseline for future recommendations.
5. Link-Building Strategy
A link-building strategy internally and externally is necessary for improving E.A.T. We’ve found that the pillar and cluster model is the best way to set up this strategy.
For internal content creation, the pillar and cluster model can be a way to inspire internal linking by naturally grouping related content together and linking them to each other through anchored text or a related links section.
For external content creation, this model allows the enterprise company to build valuable backlinks that enhance brand and page authority. It can also act as a funnel to sales content.
6. Content Creation
Content creation for an enterprise SEO strategy requires a team of dedicated writers and creators, and an outline of the pillar and cluster model that the content is being based on.
Take a look at the example below of a pillar and cluster model.
Let’s examine the left side. Digital Marketing is the pillar topic at the top. The cluster is ‘What is SEO?’ in the middle. Within that cluster are 3 sample content topics in dark blue. Each of those topics could be blog posts, videos, PDFs, and more. It’s best practice to continue to build out clusters and content topics to create a wide net of ideas.
Then it’s time to hit the ground running. Large amounts of unique, relevant, and high-quality content are created by following E.A.T guidelines and maintaining SEO requirements.
7. SEO Strategy Implementation
Content creation is just the beginning of putting an enterprise SEO strategy into action.
It’s also important to monitor brand reputation online across multiple platforms. Enterprise SEO companies must pay attention to how the SEO strategies are affecting brand perception.
Keep an eye out for red flags like promises for immediate results or a one size fits all approach. Promising immediate results is a red flag because it typically takes around 3-4 months to see any significant changes with SEO strategies. A one size fits all approach is a red flag because each company is different and enterprise-level SEO requires creating a plan tailored to the specific goals of the enterprise company.
There are many different agencies to choose from, so it’s up to you to use the knowledge you gained from this article and find the right enterprise SEO company. Should you hire an SEO Agency for Enterprise SEO? The short answer is yes depending on what your needs are.
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