Search engine optimization for large organizations encounters many challenges not encountered with SEO for small businesses websites. Startups and small businesses operate with small marketing budgets but large business SEO services demand stable and in-house teams to develop broader search strategies. SEO marketing services for large and complex enterprises require a unique combination of sensitivity, finesse, consideration and subtlety. With the right planning, communication and enterprise SEO services expertise, large organization websites can get web presence working and moving at a much faster pace.
There is no substitute for an informed SEO client. Educating clients about how search engine optimization works and benefits associated with it is imperative. SEO marketing services for large enterprises includes helping all the people of the organization understand more about each process involved, benefits to overall organization and all the areas of responsibilities.
In order to have successful search engine optimization in the organization, you need to leverage those individuals that catch on quickly and are likely to spread information within the organization. SEO marketing services for large enterprise helps to create excitement and instill an accurate understanding of all the expectations of the program.
3. Discuss results
Enterprise SEO services include showing results at multiple stages in the program. SEO marketing services in the large organization takes time, so it is beneficial to share all the milestones results so as to engage individuals for a longer time. Showing progress from small steps will create momentum and also bring in valuable feedback from others in the organization.
A good enterprise SEO services includes availability to the client through various media. This will not only create effective client engagements but also proliferate the right SEO messages throughout the organization.
5. Valuable content creation
Enterprise SEO services create contents specifically for the large enterprises. This includes creation of images that are used for various presentations for the individuals within the organization who want to know more about search engine optimization initiatives. They also create content on education materials and create blogs that are to be leveraged on newsletters, intranets and used in training procedures as well.
Considerable resources, talent and expertise are required to execute and manage a successful search engine optimization for large enterprise. SEO marketing services for large enterprises includes full-proved knowledge of SEO as they have the ability to navigate complex organizations. By empowering enterprise SEO services with education, tools and ongoing resources to promote SEO processes, large company optimization will become much easier and successful as well.
Challenges large enterprise face
The tactics above are guaranteed to work given proper guidance from an SEO expert. However, it's undeniable that some challenges may arise in the process. For the most part, large enterprises have different focuses, and this alone becomes an issue in itself. The inability to handle SEO demands branches to further ranking complications.
Before a large enterprise achieves the SEO pizazz, they have to overcome these hurdles:
1. Analysis paralysis
It's easy for large enterprises to be held back by the massive task of revamping their SEO. Many get stuck on looking in the bigger picture that they no longer implement the plan they devised early on. Also, large companies have the tendency to look for the "best" possible method. This results in an endless pursuit of the perfect solution only to realize that it is hurting the SEO more than it should be developing the strategy. Such a situation isn't unique in enterprise search engine optimization services and even small organizations face the same dilemma.
2. Missed SEO opportunities
Large enterprises have multiple marketing departments handling the task of improving their SEO. These departments operate in separate teams and processes, thus the possibility of missing SEO opportunities which could have been utilized if the organization has a small, intact team. Talents and resources may not be used well that results in redundancies and weak execution of SEO tactics. Some organizations just hire enterprise SEO optimization company to do the work.
Although multiple working teams are unavoidable in a large enterprise, it can work if everyone works harmoniously and with synergy.
3. Someone has to do the math
Large organizations are always tied to numbers and data. For each project that has to be done within the enterprise, someone has to calculate the budget against the ROI. It gets more technical and technical as interested parties are factored in. Conversion rates, hits, and customer counts are just some of the aspects someone has to look at. Doing the math for the enterprise search engine optimization services becomes loathsome. It can take weeks or months for some until it becomes a stalemate situation.
4. Red tape
An enterprise has a long list of people in authority. The approval process of an SEO plan is rigorous, and it can take months to finally gain the green light. But during that time, Google algorithms have changed and the selected keywords have gone stale due to the rising competition. The problem is that everyone has to give their opinion and the plan has to pass through dozens of eyes, not to mention the revisions that could be requested along the way.
5. Transferring from old to new
Before a large enterprise became a massive organization, they were once a small business. This is a good thing, but it could also be a problem. Enterprises who have not touched their online platforms would likely be sitting in an old version of websites and software. Transferring an enormous website to the new version is a sensitive task that would require a team of experts and lengthy approval. The company would need to reorganize content, acquire new technologies, and make the platform more flexible for SEO techniques.
6. It's not a business priority
One of the most common challenges here is that enterprise search engine marketing is not a business priority. This means that a simple update can take weeks before gaining approval, much more for a total revamp of online platforms.
Whether SEO is on top of the list or not of an organization is no longer our business. It's in their discretion as to how they will approach their online rankings. But for favorable results to happen, something has to change.
Habits that limit the SEO of an enterprise
A large enterprise can have enough resources and manpower to improve their SEO standing, but they can still stand the chance of failing. The habits within the organization matter too if one wants to make planning and communication result-driven. More often than not, large enterprises that experience SEO issues have these naïve characteristics:
1. Neglecting collaboration
Large organizations with multiple departments working on its enterprise search engine optimization services would not thrive if the collaboration is neglected. For example, the social media team does its business on its own and it fails to communicate with the content creators. Quality content that can drive traffic and impressions could have been utilized if the relationship between the two is in a collaborative nature.
Too much focus on individual projects could be both a helpful and sabotaging technique of implementing enterprise search engine marketing.
2. Tunnel vision
One problem large enterprises face is the tendency to succumb to tunnel vision. They want everything to be based on numbers and data, thus the development of the threatening "data addiction". This becomes a black and white concept that makes it close to impossible to be creative. And as a matter of fact, it is creativity that makes SEO effective.
There's nothing wrong with referring to data when trying to improve an SEO plan. It's a vital step and somewhat indispensable. But large organizations should not be blindsided by the numbers.
3. Not paying attention to relevant keywords
It is easy to come up with keywords for a certain business industry. Just put some words together and you have a set of long tail keywords that can probably rank well. But this habit of plainly sticking to "obvious keywords" would soon unravel its limits. It is important that organizations explore LSI keywords for their benefit. These relevant and related keywords would up the ante of page indexing and ranking. Focusing too much on ad creation without optimizing these bunch of words is a missed opportunity to gain more exposure on the web.
4. Getting lost in the noise
The argument of what is right and what is wrong with SEO is an unending discussion. Many large organizations tend to get lost in this "noise" and end up making enterprise search engine marketing a "busy work". Organizations spend their time editing ALT tags because of the errors that occur to it or coming up with smashing meta tags. Enterprises forgot to think about how this can benefit CTRs or reader engagement. Instead of improving how to make the whole thing have a monetary impact, they get lost in this ambiguous process.
5. Sticking to one tactic alone
A single tactic will not change your SEO standing. The single channel approach most enterprise practice would likely fail in the long run due to the lack of backbone to withstand the ever-changing demands of search engine optimization. A large enterprise is easily tempted to specialize. While there's nothing wrong with it, such a thing limits the SEO-ability of their platform. They fail to look beyond the usual website rankings. There is more out there to improve including citations, directories, and social profiles to name a few.
8 things large enterprises should focus on their SEO
Despite the challenges that may arise in the process of rebuilding an SEO plan, large enterprises can utilize some easy steps to succeed in their SEO campaign. Aside from the tactics mentioned beforehand, here are some specific points that a large enterprise can practice:
1. Regular reports
Having a "proof of concept" keeps large companies in-the-know of what is happening in their SEO strategies. It is a report meticulously written to include the processes performed and how it impacted the platforms' ranking and performance over a period of time. Large companies can utilize tools like Google Analytics annotation feature or hire an enterprise SEO optimization company. Creating isolated reports for each department will prevent any credit-grabbing or confusion of who-did-what. As you know, large enterprises can be a tumultuous place to perform SEO practices at.
2. Cultivating the SEO culture
SEO should not be a plain practice whenever it is needed. It should be a culture everyone in the company responsible for the online platforms should embody. Knowing how to use the "language" a customer understands is a good start in garnering more attention and engagement. It will empower customer service that will translate to higher conversion rates for the business.
With everyone thinking of SEO, even in small and basic means, will foster better rankings and easier idea generation. It will also be easier to acquire new technologies and shift to different strategy channels.
3. Letting one person be in-charge
What happens if everyone wants to have a "say"? The plan becomes as soft as gelato. It has no solid foundation and it is more likely to fail once implemented. It will help to have someone be in charge of the approval and implementation of SEO plans. This will cut the red tape and make the project easier for those working on it. The multiple chains of command is a headache for an enterprise SEO optimization company, but with one leader to handle the project, the result would be cohesive and time-efficient.
4. User experience
Although you have to dig deep on keywords like what I said above, do not forget about your visitors. Always pick keywords with user intent since this is easier to rank and search engines can crawl your pages during a related search. You are not doing SEO to basically please the search engines. You also improve it to enhance user experience when navigating your pages.
Creating subdomains for your website might look like an essential strategy, but it can also hurt your SEO if done wrong. As much as possible, avoid doing this if your business does not have services offered in specific geographical spots. Instead of containing the viewership and conversion on your main site, you split it to multiple pages. This will possibly mean the same conversion rate for more work done. You will have to create individual SEO campaigns for each subdomain which is no doubt time and resource consuming. It would be better to hire an enterprise SEO optimization company if that is the case.
6. Google algorithm updates
Google does up to 500 search engine changes per year. And if you do not keep up, your enterprise' online platform will be filled with digital cobwebs in no time. Google might be removing some SEO strategies that your site is using.
Most of these changes are almost unnoticeable, but there are large ones that companies have to focus on. The likes of Adobe succeeded in surviving the rolls outs of new Google algorithms, thus increasing their site visitors by 56% in just three years.
For the life of your enterprise search engine marketing, do not get tired of researching. It could be for keywords, algorithms, markups, and more. Consistently doing research will also help large organizations keep up with the ever-changing techniques of SEO. This is the reason why companies employ in-house researchers for their SEO campaigns.
8. Patience and focus
Large enterprises are big business as what it basically means. It will take time to see solid results from SEO campaigns, so it is important that the owners stay patient in the process. CTR and ranking slips might happen but the SEO team should not be shaken and lose hold of the situation. Maintaining the same level of focus until your efforts pay off after six or so months is necessary. SEO is a continuous project and as to how Ryan Chester put it, "SEO is like a cargo ship that crosses the ocean."
Enterprise search engine optimization services will require the budget, time, manpower, and planning. Knowing what strategies to employ while limiting some sabotaging habits is a fool-proof way to succeed. It may take time, but it will happen. The team responsible for the overall revamp of the enterprise' SEO strategies should always be informed and knowledgeable of the means on how to let their co-workers follow suit.