what strategies to have good results in this niche – WAU
Developing an SEO strategy for enterprise is very different from applying tips aimed at small start-up blogs. There is much more at stake and the work is much more complex. In this article, you will understand what works in that niche.
For a large company, even incremental changes can make a big difference in terms of revenue and profit.
And when we talk about digital strategy, one of the pillars of sustainable results generation is the attraction of qualified traffic. Related to that, few strategies are as significant as SEO.
But as you know, the techniques that take a small business to the first results are very different from those that take it to new heights. The same goes for SEO and any other online strategy.
In other words, SEO for enterprise is different from the techniques used to leverage a small blog.
Therefore, we will show, in this complete article, everything you need to know about SEO for enterprise:
Prepared? So come on!
The SEO scenario in today’s digital market
Did you have any idea thatGoogle ignores about 50% of the content Enterprise segment sites?
This alarming data serves to show that the digital world has changed a lot in recent years, faster than many large companies have managed to keep up.
Just think about news like voice search, search intent, AMP (Accelerated Mobile Pages), Mobile-First Index and others. All of this makes the task of ranking a page more complex than ever.
In fact, this was the natural and expected path, for some reasons:
- such an important traffic acquisition channel would not be left without developing;
- every validated and effective strategy attracts new players, who tend to be more qualified and increase competition;
- as well as good practices, there are always new Black Hat tactics that require changes in search engines to maintain order.
The most significant change of recent times
Undoubtedly, the most important change in recent years in terms of indexing and ranking is the new way for Google to rank sites. It became known as the Mobile-First Index.
In short, before Google saw the desktop version of a website first when ranking. Now it’s the other way around, and the mobile version takes priority.
The objective is clear: offer the best possible browsing experience for the end user, which is increasingly connected to mobile devices.
How does this affect the websites of large companies? The bright side is that Google is giving these organizations more time to adapt, since the change would affect smaller pages first. This does not eliminate, however, the need to act soon, as postponing the transition due to “extra time” could easily complicate everything.
SEO in the context of the digital market
We just talked about some of the challenges involving SEO for enterprise at the moment, and these factors add new layers of complexity to the organic traffic game.
But don’t think that decrees the end of SEO as a good marketing investment.
On the contrary: since 35% of traffic general internet comes from search engines, we can still say that SEO is one of the best ways to gain prominence in the digital market.
The big question is: whoever invests, in a structured way, in keeping pace with changes in search engines, reaps results outside the curve.
On the other hand, anyone who does not know how to act or takes time to do so should be out of the dispute quickly.
3 best SEO practices for enterprise
Given the new scenario, the big question that arises is: what is the best way to do SEO for enterprise in a way that gives results?
For one, there is no cake recipe. The answer, in any scenario, will be in the creation of a solid acquisition strategy.
But there are good practices that can help your business get to where you want to go faster.
Here’s what they include!
1. Clean and efficient code structure makes bots easier to read
The code structure makes a total difference in the way Google reads and indexes a website, even more one with thousands (in some cases millions) of pages and URLs.
Google’s resources are limited, which means that not all of your pages will be indexed. The more work it takes for bots to read and classify your information, the more pages will be left out.
Therefore, make it a priority for your web developers that the syntactic structure of the code is clean and efficient, in addition to following the most modern practices recommended by search engines.
3. Conscious effort of which pages should be indexed
It is important to know which pages Google indexes and which ones it leaves out when evaluating your site. Otherwise, your strategy does not exist and will be, at most, a game of chance.
On the other hand, when you know which pages are indexed, it is easier to work consciously to make them convert well, in addition to trying to slowly index those that were left out of the last reading.
4 enterprise SEO KPIs you need to use
Learning what the best SEO practices are and executing each one is just the first part of the job. In Digital Marketing, everything can (and should) be carefully monitored and measured.
And there is no shortage of KPIs (Key Performance Indicators), also known as key performance indicators, to help with that.
Without this, it is impossible to know if the company is really advancing in pursuit of the objectives set. Below you can see some relevant KPIs to follow in your strategy.
1. Increase in organic traffic
One of the main KPIs that you should look for, if the objective of the moment is to increase the reach of the company’s message in the market, is the increase in organic traffic.
After all, SEO is an organic traffic acquisition strategy, and knowing if the number of visitors is increasing is the simplest and most direct way to see if the strategy is working.
Just don’t forget to analyze if this increase is gradual and consistent or if it was the result of some isolated and punctual action.
2. Cost of acquisition per channel
The cost of acquiring customers is an important way of evaluating the performance of the various marketing and sales strategies.
Once again, be warned: the comparison here aims to see how the organic strategy fares compared to paid alternatives, such as the use of sponsored links.
The idea is that, over time, the SEO work will develop to the point that the cost per acquisition is less than using ads.
3. Conversion of organic traffic into leads
If the company has a longer sales cycle, perhaps with a higher ticket, a good KPI can be the conversion of organic traffic into leads.
This metric analyzes how many visitors who arrived at your site through search engines are converted into leads over time.
A low conversion rate can indicate a wrong SEO strategy, like attracting the wrong audience or not ranking well for the most profitable keywords.
4. ROI of the organic strategy
Finally, the broadest approach you can take is to analyze the ROI of the organic strategy as a whole.
As it became clear, everything related to SEO comes down to organic strategy, so if the ROI is positive it is a sign that it is probably doing well.
3 golden strategies when performing SEO for enterprise
Do not think that what we discussed above is everything that exists on the subject. In fact, you need to keep testing and researching, because this is a theme that never ends.
But we can help you immediately by showing you some other useful tips that you can apply without delay. More than that, they are true golden strategies.
Look at that!
1. Find relevant information about your audience
It is essential that the company understands relevant information about the public that searches for it on search engines. Some relevant data that you can find in the analysis tools, such as Google Analytics, are:
- Who is the audience researching the company?
- What devices does he use for this?
- Where does he search from?
- What are the subjects that interest you most?
This type of question may seem of little relevance, but it is crucial in developing a complete SEO strategy for enterprise.
2. Create content that clearly answers your audience’s questions
From the information gathered with the above strategy, the company will be better equipped to create powerful and sales-producing content.
After all, all content has the objective of strengthening, directly or indirectly, the commercial process.
With that in mind, the Content Marketing team has to focus on creating material that answers the audience’s key questions completely and indisputably.
Without this, your pages may even be indexed, but traffic will not produce tangible results.
3. Know your most profitable keywords
Keywords are the way your audience uses to find your content on search engines. And there is no point in creating quality content or being able to index your pages in the search engine if it is not for the most profitable keywords.
Analyze which keywords don’t produce as much results and which ones make the biggest difference. After that, focus your efforts on the second group.
Knowing which keywords are strategic for the results will help you plan which pages and content they will appear on.
3 good practices for building a qualified SEO team for enterprise
Despite all the tips we just shared about SEO, we know that the Enterprise segment is different from a small business in which everyone does a little bit of everything.
Perhaps what you are really asking yourself is: how am I going to assemble a team of experts to implement all these strategies without delay?
Once again, we can help! Here are some tips and best practices for hiring to build a qualified SEO team.
1. Seek collaborative experts
The first important point when looking for SEO professionals for your team is rely on experts. SEO is a discipline that involves many elements, such as:
- interface design and user experience;
- website development;
- editorial work;
- marketing and sales.
Therefore, many companies make the mistake of looking only for professionals with these specialties who understand a little bit of SEO.
This is only good if the team also has specialized SEO analysts, to work together with designers, developers, copywriters and other professionals on the team.
That is why, the solution is to find collaborative experts, that is, who understand SEO a lot, but know how to communicate with people who perform other interconnected functions.
2. Hire “SEO lawyers”
More than knowing how to talk to other professionals on the team about SEO, it is important that the professionals hired are true lawyers on the subject. As well?
They need to be able to clearly show the team the value of implementing each strategy they recommend.
This persuasive ability can make a difference with the most skeptical, who do not see much power in small necessary optimizations.
3. Look for talents who understand the entire marketing process
Another key skill for any SEO professional on your team is understand the marketing process as a whole.
This will make all the difference, because whoever understands this is able to relate better with colleagues and facilitate their work.
In addition, you will think about strategy in general, not just specific optimizations that add little value to the whole.
The SEO scenario has changed a lot in recent years, reflecting the evolution of the use of the internet itself. Now big companies need to understand how to keep up with this movement.
The strategies we show have everything to be your guide on this journey. Just apply and be patient to see your organic reach go up.
Do you want to hire an SEO analyst for your team, but don’t know how? A good solution is to do an SEO test. Here’s how to do it now!