For all business solutions, there is no such thing as one-size-fits-all. Irrespective of whether it is a software platform, marketing strategy, user experience, or a digital marketing and social media posting strategy, there is no guarantee that what works for one business will work for your business too. The same is the case for SEO for your business, different strategy and services are required by different business. This is even more true if your business is a large scale enterprise.
It is important to note that Enterprise SEO is significantly different from the regular or everyday SEO that any agency refers to. For enterprise SEO there are specific tools and platform is required to bring in the organic traffic. Furthermore, it is difficult for a novice SEO professional to do the work for a large scale enterprise. It requires an expert.
Before we go into further details of Enterprise SEO audit and platform, it is essential to note what exactly Enterprise Search Engine Optimization entails.
What is Enterprise SEO: How is it different from General SEO?
Enterprise Search Engine Optimization is a specialized practice in which the SEO experts have to develop a tailor-made strategy to deal with a large organization’s complexities to be ranked higher in SERPs. Typically enterprise search engine optimization requires robust systems compared to small and mid-sized businesses.
Like any other organization or business in this scenario, SEO needs to be dynamic and have the agility to outperform the competitors. In the case of an enterprise, the agency will have to develop an immediate plan to get in organic traffic with granular details but envision a bigger picture and devise a comprehensive plan that aligns with the company’s different departments.
The other important element in the success of a large business’ ranking on the SERPs is advanced data and in-depth analytics study to ensure the widespread approach of the website.
Typically, enterprise SEO service differs from general SEO on three grounds:
Keyword Focus: The strategy for a large business is different where the ranking is decided by working on an extensive list of keywords, thus requiring an in-depth keyword strategy. This also means it will take different keywords based on the product to target the audience.
Tactical Scope: The methodology is much more sweeping, which means rather than just focusing on the on-page keyword optimization and backlinks for driving in the organic traffic, the experts use a range of tactics to increase the visibility of the web pages. This can include:
• Voice search
• Visual search
• YouTube SEO
• Featured Snippets
• Link building
• Mobile SEO
• Site speed optimization
• Social Proof
Innovative Speed: Corporations and large businesses must continue to adapt to the changes that the search engine algorithms bring to generate the desired results.
All these factors make this an intensive process that requires a unique set of skills. One of them is the enterprise SEO audit.
Enterprise SEO Audit: What Is Included?
Any audit for Enterprise SEO requires an in-depth evaluation of several factors that impact the website’s search engine ranking. Several elements are assessed on the site that affects the ranking and examines the strategy used for search engine optimization. Once the audit is complete, a list is made of the working tactics and the ones that need improvement. Typically, the difference between the Enterprise SEO audit and small business audit is the number of pages the process analyses and is more extensive and is on a large scale.
Generally, an enterprise-level audit to see the website’s ranking and the pages looks into several factors since Google uses over 200 factors to rank a page. Some of the aspects taken into consideration during the audit are by SEO service providers are:
- Keywords used for targeting the audience
- The usage of keywords
- Indexing of the pages
- URLs that are user and SEO friendly
- Title tags of the pages
- Meta description tags
- Headings of the content
- Usage of links on the site
- Speed of the site
- Images used
- Robots.txt file
- Security of the website, ensure it has an SSL certificate
- Checking the sitemap of the website and ensuring it is up-to-date
- Quality of the content and ensuring it is not duplicated, plagiarised, and removing anything that does not add any value.
Must-Have Enterprise SEO Tools
With millions of pages and keywords, managing enterprise SEO is becoming more complicated than ever. It is also quite time-consuming, even for every agency that specializes in it. For increasing efficiency and productivity, several tools are used for organic search initiatives. Some of the factors that these tools help with are:
- Recognizing the opportunities
- Performance tracking
- Content optimization
- Backlink management and reporting
- Competitive analysis
- cross-organization communication
- Integrating other analytic tools
- Technical analyzing tools from crawling to conversion
With so many factors to check-in, it is impossible to have a single tool that can do it all. But some can help you with it, they are:
- Conductor Searchlight
- Google Search Console
- Bing Webmaster Tools
- Screaming Frog
- WebPage Test
Enterprise SEO Platform
While SEO tools perform quite a few required tasks, an Enterprise SEO platform will allow you to perform multiple tasks on a single system. The efficiency of the system of integrating the tasks, reporting, and the ability to scale that can uncover macro to micro issues of every page, template, and infrastructure provides an added advantage.
Some of the core capabilities that these platforms offer are:
- Keyword tracking, research, and ranking
- Backlink analysis and as per required acquisition and removal
- Social signal tracking
- APIs for third party integration
- Local and international rank tracking
- Roi forecasting and predictive analysis
- Custom site crawls
Enterprise SEO Agency
SEO agencies can help you with quite a few things, but if your business is a large corporation, you must find an Enterprise SEO agency. They will skip the obvious fixes for your ranking because they understand that there can be business and other underlying issues affecting the ranking on SERPs. An enterprise agency will understand the different levels of engagement your company’s page needs to rank higher. Furthermore, they need to be proactive with the knowledge of the latest enterprise SEO tools and platforms to give you the edge over your competitors.