All companies benefit when they see an increase in their search engine visibility. Indeed, higher search rankings bring greater brand awareness, a heightened reputation, more leads, and more conversions.
And yet, SEO needs are hardly uniform from one company to the next. Larger companies face an especially complex set of needs. Large-scale SEO efforts fall under the category of enterprise SEO, a field noted for its scope and complexity.
But beyond that, how is enterprise SEO defined? One key aspect of enterprise SEO is that it’s always rigorously backed by data. Larger enterprises have more marketing analytics to work from than smaller businesses, and when leveraged correctly those analytics can provide meaningful direction for the campaign.
In addition, there are a few other considerations that are important to those engaging in enterprise SEO.
5 Facts About Enterprise SEO
It’s all about the long haul.
Enterprise SEO isn’t a marathon, but a sprint. Remember that the scope of these campaigns is fairly vast, and there’s much information that must be synthesized to get a good enterprise SEO effort off the ground. Because of all the groundwork that must be laid, it’s unlikely that an enterprise campaign will yield results overnight.
Communication is key.
Enterprise SEO is way too complicated for any one person to take it on. You need a crack team of professionals—data analysts, technical SEO experts, content creators, branding authorities— who can work together to achieve common goals. And clear, consistent communication between these team members is the crux of the entire campaign.
There’s no checklist.
Do a quick search for “SEO checklist” and you’ll see plenty of generic blueprints and how-tos. No such checklist exists for enterprise SEO, which is always tailored to address the brand in question. What works for one enterprise may not work for the next, and as such it’s always important to follow the data, rather than force rigid adherence to a generic SEO rubric.
It’s not just about traffic.
Yes, you definitely want to send more people to the business website—but the real point of enterprise SEO is sales and revenue growth. Always make sure you keep those central goals at the forefront.
The fun part comes once you scale up your enterprise SEO campaign.
Once you reach a “maintenance” level for your enterprise SEO campaign, that’s when you get to start testing and tracking new ideas—experimenting and finding out what really works for the brand in question. For a lot of SEOs, this is the exciting part!