Enterprise-level search engine optimization requires an extra level of consideration that small businesses need not often consider.
The main challenge is that everyone — marketplaces, resellers, distributors, manufacturers, pure-play eCommerce shops — is your competition. Where a small business can hyper-focus on a niche demographic, large corporations must consider broad strokes on the canvas.
This is not to say that direct brand competitors are not relevant, but Google doesn’t consider your sworn enemies in its search engine result page (SERP) rankings. What Google cares about is relevancy, recency, and which website will provide the best content that generates the lowest bounce rates.
What our digital specialists at Riithink.com often see is a marketplace divided into competitors identified by our clients, and a larger pool of competitors that are actually owning the organic search channel space. It then becomes a chess match to combat the onslaught of marketing collateral from direct competitors while tailoring SEO strategy for what works on Google.
Basic SEO Strategy for Corporations
There are some SEO foundations that cannot be debated. Without these bases covered, you’re unequivocally losing potential visitors. Some fundamental points to remember:
You’re missing out if you’re missing meta data
Robots identify what your website is about through the metadata you put forward. The meta title is the title of your page, whereas the meta description is a brief summary of what that specific page is about. Too often clients make the mistake of not explicitly defining these values, and the robots must fill in the gaps.
You’re not relevant if no one is linking to you
From an SEO perspective, great content is useless unless others are finding it and linking to it. That’s why content diversity — video, infographics, clean copy, and the like — is a vital spoke in the SEO wheel.
You’re leaving opportunity on the table if you’re only catering to branded terms
The majority of search traffic comes in through longtail keyphrases. Knowing this, and understanding that roughly 15% of all Google searches have never been made before (even today), focusing on a select few keyphrases can be dangerous.
SEO Tactics for large businesses
We recently worked with a manufacturing client who could fill a tanker truck with all its low-hanging fruit. We identified the following opportunities in their corporate-wide SEO strategy:
Missing titles and meta description for priority pages
Missing page copy and headline tags
Missing analytics tagging
Missing imaging tags
Countless other tweaks that could be applied across hundreds of pages
These small, simple changes took little time to do, but have already generated big results.
Above, you’ll see the Google Analytics performance report for organic traffic, by week, since early April. Can you guess when these simple changes went into place? Organic search traffic has increased by 196%, bounce rate has improved by 42%, and new users are up 246%. Organic search went from the worst-performing channel to arguably the best in a matter of one week.
These simple fixes have since led to a deeper investigation on SEO. If these simple fixes can generate such positive growth, what can a deeper dive do? There is still room for drastic improvement given there is no formalized content strategy, social strategy, video SEO strategy, or blog. Category pages still need copy. Images are still not tagged. In this case, we know the sky’s the limit.
Are you struggling to create a proper, corporate-wide SEO strategy? Riithink Digital Marketing provides enterprise-level strategic and tactical services to tackle any objective. Contact them at 919-903-9274 or at firstname.lastname@example.org