One of the biggest challenges unique to enterprise SEO strategies is scale. Large businesses often have an expansive online presence that may include hundreds or even thousands of pages of content.
When you have so many things you can do, spending time in the wrong areas of your SEO program can lead to lackluster growth and wasted effort. In this article, we’re going to cover where you should start with an enterprise SEO strategy and why prioritization is the most important ingredient for a successful enterprise SEO program.
The first step in building out a successful enterprise SEO strategy for a website like this is to comprehensively evaluate the site’s current SEO position. This means looking closely at the depth and breadth of all the keywords your organization is currently targeting. Take inventory of your current keyword rankings and all the content you currently have published on your website. Which search categories are yielding the best results, and do you have any search categories with budding success?
The more thorough you are with your investigation into your current keyword performance, the better decisions you will make for your SEO strategy. Next, you are going to set your top priorities based off which search categories you want to improve versus which search categories don’t need your attention at the moment. That’s why you need to fully understand what keywords you are currently ranking for, how well those keywords are performing for your site, and how much content you have actually published supporting each keyword or search categories.
When it comes to SEO strategy and execution for enterprise companies, prioritization is everything. When you are looking at a site with thousands of pages, prioritization helps you know where to focus and what content to publish next.
You need to make sure that your SEO strategy is aligned with your business goals and matches up with the data you collected when you were evaluating your SEO program. You should factor in both your current and long-term business objectives and prioritize the areas that matter most for your organization’s growth.
Which search categories are currently performing well that support your current business objectives? Which search categories are not performing well today that will be important for supporting long-term business goals? Since you cannot spend time on every single topic your SEO content covers, you should spend your time on the content that is going to have the biggest impact.
It’s an entirely new challenge for enterprise companies to make their massive websites work for them in organic search. The work you do for SEO isn’t guaranteed to yield growth anymore. It is important to invest in good reporting to track keyword rankings and deeply understand the current position of your SEO program. You cannot improve every aspect of your SEO program at this stage, so focus on weak spots, focus on current business objectives, and focus on planning for the future. Prioritization will help enterprise companies continue to see growth in organic search and can prevent wasted effort and spending.