In 2020, there were nearly 2.3 trillion Google searches. And in those searches, the <\/span>top 5 organic results<\/b> received <\/span>67.60% of all the clicks<\/b><\/a>.\u00a0<\/span><\/p>\n Larger operations and big brands have a unique opportunity to dominate these searches.\u00a0<\/span><\/p>\n Why?<\/span><\/p>\n Bigger businesses have bigger sites, bigger budgets, publish a large volume of content, and generally have a massive digital footprint.\u00a0<\/span><\/p>\n So rising through the ranks for a larger number of keywords to compete against the competition is theoretically <\/span>very <\/span><\/i>possible.\u00a0<\/span><\/p>\n The best way to do this is with an enterprise-focused SEO strategy \u2014 we\u2019ll go over just how to do that \u2014 starting with the basics:<\/span><\/p>\n Enterprise SEO refers to search engine optimization tactics specific to large organizations and more prominent brands.\u00a0<\/span><\/p>\n These businesses usually have a sizeable digital footprint \u2014 including websites with hundreds of pages, multiple sub-brands and specific service lines, and different regions where the company operates.\u00a0<\/span><\/p>\n Enterprise SEO accounts for the many moving parts in large enterprise operations and aims to help serve overall marketing and revenue goals.\u00a0<\/span><\/p>\n But let\u2019s not get it confused with <\/span>just any SEO campaign<\/span><\/i>…<\/span><\/p>\n Because of the sheer volume of pages \u2014 and dollars \u2014 involved in operations, enterprise search marketing requires a specific strategy that differs from tactics that smaller businesses might use.\u00a0<\/span><\/p>\n Traditional SEO tactics aim to improve a brand\u2019s digital footprint. And with SEO campaigns working off smaller SMB budgets, there will need to be a lot of unique tactics involved to compete with the enterprise-level competition.<\/span><\/p>\n On the other hand, Enterprise SEO is more focused on scalability, revenue increases, CRO, and utilizing all available resources.<\/span><\/p>\n While all SEO is strategic, enterprise SEO requires a particularly deft hand, analytical thinking, and detailed knowledge of leveraging a major brand.\u00a0<\/span><\/p>\n While small-to-medium-sized businesses might have to fight an uphill battle for authority, enterprises must maintain their established authority in search.<\/span><\/p>\n So, what types of goals should enterprise-level companies be setting for SEO?<\/span><\/p>\n With enterprise SEO, you\u2019ll have a specific set of goals that align with the organization\u2019s overall marketing, brand, and revenue goals.\u00a0<\/span><\/p>\n While small-to-mid-sized businesses will typically aim to generate leads and brand awareness, enterprise SEO has to account for the fact that larger brands already have established goals, reputations, and digital footprints.\u00a0<\/span><\/p>\n If you\u2019re on an enterprise-level marketing team, you know there are multiple decision-makers, company-wide goals, and a team hierarchy that must all work in sync.<\/span><\/p>\n So you must be on-board with these 5 key goals that a solid enterprise SEO strategy needs to account for:\u00a0<\/span><\/p>\n While reputation management typically falls mainly to the public relations team, in enterprise organizations, you can expect to work it into your entire marketing strategy \u2014 including your SEO.\u00a0<\/span><\/p>\n Larger brands with existing awareness are likely to have more branded searches \u2014 meaning prospects and customers are directly searching for your company.\u00a0<\/span><\/p>\n It, therefore, becomes the responsibility of the SEO team to ensure that the results in those branded searches serve to build your brand\u2019s reputation.\u00a0<\/span><\/p>\n Enterprise SEO works to proactively expand your digital footprint, accounting for potential branded searches and publishing content accordingly.\u00a0<\/span><\/p>\n Your SEO strategy should also optimize the content on third-party sites, including claiming business listings on directories and soliciting positive reviews from loyal customers.\u00a0<\/span><\/p>\n So your company will need a holistic approach to SEO, which brings us to:<\/span><\/p>\n While smaller sites might focus on publishing a few pieces of cornerstone content that are perfectly optimized, enterprise SEO aims to achieve a standard of optimization across a brand\u2019s full digital footprint.\u00a0<\/span><\/p>\n By taking a holistic approach to SEO rather than focusing efforts on pinpoint areas, you\u2019ll be able to reap benefits across the board.\u00a0<\/span><\/p>\n When looking at SEO holistically, you\u2019ll want to ensure that there\u2019s a balance between:\u00a0<\/span><\/p>\n Take Hubspot, for example. They\u2019re ranking #1 for their most important keywords like <\/span>\u201cinbound marketing.\u201d<\/span><\/i><\/p>\n But, they\u2019re also ranking for longer-tail keywords in their industry like \u201c<\/span>sales affirmation<\/span><\/i>.\u201d<\/span><\/p>\n This way, they\u2019re reaching their audience from a multitude of angles.<\/span><\/p>\n Startups and small brands leverage targeted SEO tactics to try to compete against larger brands.\u00a0<\/span><\/p>\n However, as a large-scale operation, it\u2019s essential to ensure that all of the dollars invested in marketing are working toward establishing dominance over competitor brands, both large and small.\u00a0<\/span><\/p>\n When done well, an enterprise SEO strategy targets a wide range of keywords going after topics targeting all marketing funnel areas. And then those topics become an arsenal of high-value, reputable content related to your products, services, and industry\u2019s customers.\u00a0<\/span><\/p>\n Additionally, you want your SEO & content marketing strategy to stress your company\u2019s unique selling points that make it better than your competitors.<\/span><\/p>\n Ultimately, all marketing and sales tactics align back to this core goal:\u00a0<\/span><\/p>\n Helping the revenue growth of the organization.\u00a0<\/span><\/p>\n In smaller companies, SEO is a critical tactic for lead generation and nurturing traffic.\u00a0<\/span><\/p>\n While this is still true of enterprise SEO, with more prominent brands, there\u2019s less concern with customer acquisition and a greater concern with retention.\u00a0<\/span><\/p>\n Why?<\/span><\/i><\/p>\n Studies show that customers sourced through organic search have a <\/span>54% higher than average customer lifetime value<\/span><\/a>.\u00a0\u00a0<\/span><\/p>\n First-page rankings are great for moving the search marketing needle.<\/span><\/p>\n But just landing on the first page of Google isn\u2019t good enough if you\u2019re an enterprise company in your industry.<\/span><\/p>\n You need to be a thought leader in your corner of the market, making it vitally important to be seen at the top of the SERPs for major keywords.<\/span><\/p>\n On average, the first 3 positions on a search result get over <\/span>75% of the clicks<\/span><\/a>.<\/span><\/p>\n So if you\u2019re not in the top-3 positions, you\u2019re missing out on major amounts of relevant traffic for your brand.<\/span><\/p>\n You could always be spending countless hours Googling your key search terms \u2014 but that takes way too much time.\u00a0<\/span><\/p>\n We recommend investing in a rank tracker<\/a> to keep track of your most important keywords.<\/span><\/p>\n To make enterprise SEO strategies work, it requires a long-term commitment from a dedicated team of experts.\u00a0<\/span><\/p>\n To make the necessary investment of time and resources worth it, it\u2019s important to build an enterprise SEO strategy that accounts for the following.\u00a0<\/span><\/p>\n This is the number one most important factor in enterprise SEO.\u00a0<\/span><\/p>\n While certain tactics work well with nimble teams and rapidly evolving environments, the gears of enterprise SEO turn slightly more deliberately. Because of the number of pages involved and the volume of content, any strategy shifts have to be carefully considered.\u00a0<\/span><\/p>\n If an enterprise SEO strategy is created with scalability in mind, it\u2019s far more likely to be successful. This scalability should happen in tandem with organizational growth, including revenue, company size, and any new product or service launches that may trigger a surge in search frequency or require new content to be published.\u00a0<\/span><\/p>\n You can\u2019t scale an SEO operation without clear processes and training.<\/span><\/p>\n While a small organization might have one person or third-party agencies responsible for SEO, an enterprise will likely have multiple SEO specialists, copywriters, web developers, and marketers involved in the process.\u00a0<\/span><\/p>\n Each member brings their own experience and work style to the table. <\/span>In some cases, these individuals are spread through multiple offices in several time zones.\u00a0<\/span><\/i><\/p>\n To keep everyone on the same page, it\u2019s crucial to develop a clear set of standard processes for enterprise SEO.\u00a0<\/span><\/p>\n Whether developing new content or optimizing existing pages, you want to make sure everyone is looking for the same things and following the same procedure.\u00a0<\/span><\/p>\n Take the time to make sure any team members are trained on the process and ensure that any questions are answered.\u00a0<\/span><\/p>\n Having this clear process documentation and training plan doesn\u2019t just make things easy for your current team \u2014 it helps simplify the on-boarding of new team members for the future.<\/span><\/p>\n Here\u2019s how you can do it:<\/span><\/p>\n Like any strategy, SEO works best with goals and accountability in place. The only way to know if those goals are being reached and your team is held accountable is regular reporting.\u00a0<\/span><\/p>\n Take the time every month to sit down with your team and review performance on mission-critical <\/span>SEO KPIs<\/span><\/a>.\u00a0<\/span><\/p>\n SEO isn\u2019t a quick process by any stretch of the imagination, which is doubly true for enterprise organizations.\u00a0<\/span><\/p>\n You\u2019ll want to regularly check on things like keyword rankings and your top page performance, but there are very few that require more than a monthly check-in. At these check-ins, be sure to document progress toward any goals and set new goals as necessary.<\/span><\/p>\n Don\u2019t just look at the performance over the last month in isolation \u2014 look at the full story your data tells. Compare performance month-over-month and year-over-year. Track ongoing performance \u2014 both year-to-date and to-date starting from any major changes, like a site relaunch or a new product launch.\u00a0<\/span><\/p>\n Knowing the story behind the numbers helps you see what\u2019s working and what needs to be adjusted. If you can clearly call out, \u201cwe published X content on this date 90 days ago, and since then we\u2019ve seen Y result related to that content,\u201d you\u2019ll know whether or not your process is working or if you need to change course.<\/span><\/p>\n Numbers like these make a case for your efforts to executives, decision-makers, and anyone who doesn\u2019t \u201c<\/span>speak SEO.”<\/span><\/i><\/p>\n Mapping your efforts in SEO-specific KPIs back to more easily understood metrics like website traffic, leads, and revenue dollars ensures that everyone knows the value you\u2019re providing to the enterprise as a whole.\u00a0\u00a0<\/span><\/p>\n If you want to learn more about SEO reporting that truly shows results, check out our guide on creating <\/span>SEO reporting templates<\/span><\/a>.<\/span><\/p>\n With the right tools in hand, you can easily automate these reports and pull them as frequently as you need.\u00a0<\/span><\/p>\n\n
What is Enterprise SEO?<\/b><\/h2>\n
How is Enterprise SEO Different from SEO for SMBs?\u00a0<\/b><\/h2>\n
Enterprise SEO Goals to Set<\/b><\/h2>\n
#1: Reputation Management<\/b><\/h3>\n
#2: Holistic Optimization<\/b><\/h3>\n
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![\"\"](\"https:\/\/proranktracker.com\/blog\/wp-content\/uploads\/2021\/03\/hubspot1.png\")
<\/a><\/p>\n![\"\"](\"https:\/\/proranktracker.com\/blog\/wp-content\/uploads\/2021\/03\/Hubspot2.png\")
<\/a><\/p>\n#3: Product or Vertical Dominance<\/b><\/h3>\n
#4: Revenue Growth<\/b><\/h3>\n
![\"Enterprise](\"https:\/\/proranktracker.com\/blog\/wp-content\/uploads\/2021\/03\/Enterprise-SEO-infographic.png\")
<\/a><\/p>\n#5: Ranking in those #1 through #3 SERP Spots<\/b><\/h3>\n
![\"\"](\"https:\/\/proranktracker.com\/blog\/wp-content\/uploads\/2021\/02\/Full-SERPS-1030x496.png\")
<\/a><\/p>\nEnterprise SEO Must-Haves<\/b><\/h2>\n
Scalability<\/b><\/h3>\n
Clear Processes and Training<\/b><\/h3>\n
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Regular Reporting<\/b><\/h3>\n
![\"\"](\"https:\/\/proranktracker.com\/blog\/wp-content\/uploads\/2021\/02\/sharable-link-report-1030x490.png\")
<\/a><\/p>\n