In a way, enterprise SEO isnâ€™t all that different from your typical, run-of-the-mill SEO campaign. You need to create awesome content, earn quality links, integrate your campaign with social media, and perform keyword research.
However, when it comes to the SEO campaigns for larger and complex organizations, things can get a bit more tricky.
As Jolina Pettice notes on theÂ TopRank Blog, larger companies need to maintain their reputation, for starters. And, thereâ€™s also dealing with â€œmultiple stakeholders, layers of approval and strict messaging guidelines.â€Â Of course, the size of company isnâ€™t justÂ relevant to enterprise SEO. Itâ€™s also managing a hefty website and a set an integrated tools to get the campaign up and running.
In other words, asÂ SERPsÂ defines it, enterprise SEO is â€œoptimizing a large website (or a number of them) while dealing with all typical hurdles of a corporate environmentâ€“ red tape, diplomacy and internal politics at the same time.â€ Sound challenging?
If youâ€™re an agency dealing with enterprise SEO, keep the following eight vital tips in mind.
1. Have One Person In Charge
Nick Stamoulis, founder orÂ Brick Marketing, reminds us that â€œlarge enterprises sometimes have multiple chains of commands and mountains of red tape that make implementing a cohesive SEO campaign very difficult.â€ Because of this, you may want to have one individual manage your enterprise SEO. Here are three of Nickâ€™s management tips.
- Everyone needs to know, not everyone deserves a say. Your webmaster, for example, should be aware of changes to your website, but they donâ€™t have to add their two cents.
- There needs to be one person who can pull the trigger. Youâ€™re dealing with multiple departments, which means several different department heads. To keep things moving along though, you should have one person who has the power to make decisions.
- Whatâ€™s good for the company is good for each department.Â Make sure that each department realizes they are an important part of the companyâ€™s SEO campaign.
2. Push For Video Content
Itâ€™s no secret that quality content helps with search rankings and establishes a brand as an authoritative figure. If you want to stay ahead of the competition then you should consider generating more video content.
Not only can videos boost search engine results for a brand, they can have major effects on sales.Â Itâ€™s been foundÂ â€œthat viewers are anywhere from 64-85% more likely to buy after watching a product video.â€ Other research from housewares e-retailerÂ Stacks and StacksÂ discovered â€œa consumer who views a product video is up to 144% more likely to add that product to her cart than a consumer who watches no video.â€
To get the most out of your video content,Â KISSmetricsÂ suggests you:
- Hire a local, professional company film the video.
- Show the product from multiple angles.
- Find ways to get your brand evangelists involved the making or marketing of the video.
- Segment the videos to different geographic location and demographics.
3. Focus on Your Visitors
Sometimes we get a bit too carried away with keywords. The problem is when we focus only on keywords, we focus more on site crawlers and not the people who are visiting our websites. When this happens it can make it more difficult for visitors to navigate your page.
Some of the ways toÂ improve the user experience for your visitorsÂ would be to increase the speed of your site, make your site searchable, have a clickable logo, guide them along your site with contextual help messages, listen to feedback, and test your site. Once you do that, then you can focus on your keywords.
4. Empower Your Team Members
One of the best ways to empower your team member is by providing training and workshops for them. These educational resources could be used to explain the latest SEO solutions specific toÂ the product that youâ€™re currently working on.