This article provides in-depth information on what enterprise SEO is, various platforms and tools used for enterprise SEO management, and how to find the best enterprise SEO agencies in the industry. If executed correctly, Enterprise SEO can catapult businesses in organic rankings providing a tremendous impact on visits and revenue. In just the first three months of 2021, one of our Enterprise clients has seen the following increases:
- Sessions +51%
- Form submissions +38
- Clicks +72%
- Impressions +43%
SECTION ONE: WHAT IS ENTERPRISE SEO?
Enterprise SEO deals with medium- to large-sized businesses that have a national or international presence and seek to expand their presence in the Search Engine Results Pages (SERPs) for various search engines (such as Google, Bing, and others).
Enterprise SEO requires a seasoned SEO practitioner to develop customized strategies for the specific needs of the enterprise-level website. This begins with auditing the website from three different perspectives: Technical SEO, On-Page SEO, and Off-Page SEO.
Technical SEO involves front-end (visible to website visitors) and back-end (behind the scenes) enhancements that help search engines better understand your website. Some examples of this include:
- Reorganizing the Top-Level Navigation (the main menu for the website)
- Improving site speed to make it easier for search engines to crawl the website’s pages
- Telling search engines which pages to crawl and which to ignore
- Developing “structured data” to provide search engines with additional context on what a given page is about
The implementation of these types of enhancements typically require the SEO practitioner to work directly with a web developer; the exception is if your website is in a Content Management System (CMS) that provides a variety of plugins to deploy (such as WordPress or Shopify).
On-Page SEO deals with edits to specific pages on the website to show search engines that your pages provide the information people are actively searching for. There are a variety of ways an SEO practitioner can enhance a given page, such as:
- The metadata that shows up in the Search Engine Results Pages, such as titles and short descriptions of the page
- Ensuring that the headers and sub-headers of the page are structured properly and include the relevant keywords that the website should rank for
- Semantically weaving relevant keyword phrases into the content
- Implementing a proper linking system, whether by connecting the website’s pages to each other or to another website
- Editing the back-end code of images to include relevant keywords
Off-Page SEO refers to SEO tactics, beyond your website, that propel your brand forward from an SEO perspective. Primarily, that takes the form of other websites mentioning—and ideally linking back to—your website; the more external links accrued, the better a website performs on Google. Each brand mention and link back to a website are endorsements from the internet community; with links, that community communicates to Google that your company creates value.
There are a variety of ways to generate off-site mentions of your brand, such as:
- Creating a Google My Business page
- Creating citations through BrightLocal
- Creating a Wikipedia page
- Guest posting on a blog or news sites within your industry
When searching for enterprise SEO services, seek an SEO team with strong expertise in Technical, On- and Off-Page SEO. This team should always be up to date on the latest SEO news and prioritize constant learning because the SEO landscape is ever evolving. Finally, they need to have experience working on a wide range of websites, as each website has its own issues that increase depth of experience.
Hiring an agency rather than an in-house SEO practitioner often means your brand will receive a system of knowledge and support, built to diagnose issues that may otherwise be overlooked.
SECTION TWO: THE BEST ENTERPRISE SEO TOOLS AND SOFTWARE
These enterprise SEO tools provide deep insights into areas of opportunity for your website:
For brands seeking an all-in-one enterprise SEO tool, Ahrefs is the one our team recommends. Some of the top uses for this tool are:
- Track keyword rankings for any given geo-location (since keyword rankings can change depending on location)
- Run website health audits to identify many technical issues
- Identify keyword phrases that your website ranks for but not in the top 10 results
- Identify gaps in your content through competitive research
- Discover link building opportunities
Sitebulb is arguably the best technical SEO visualization tool out there, as it helps SEO practitioners convey complex information in meaningful ways. It crawls every page on a website and identifies every issue associated with it. It also catalogues all of those issues in a priority list with links to resources for better understanding the issue.
Even though Sitebulb and Screaming Frog provide many of the same features, each has distinct advantages. One Screaming Frog advantage: a Custom Extraction feature that allows the user to select elements on a web page and pull them into Excel fields. Some examples of on-page elements to pull include: the product name, SKU, product price, breadcrumbs, and so much more.
Another great Screaming Frog feature is its API integrations. Data can be pulled in from Google Analytics, Google Search Console, Ahrefs, and other SEO tools to help better understand which pages on the website are creating the most value from an SEO perspective.
If your enterprise has multiple locations that customers visit in-person (i.e. a fast food chain), BrightLocal is a great tool for managing an off-site presence. It will help:
- Automate the creation of citations in directories (i.e. the Better Business Bureau, Yelp, Facebook, etc.)
- Resolve duplicate citations
- Manage reviews across all of these directories
- Track keyword rankings on a localized level
The Google Suite of tools is completely free and provides a variety of options, such as:
- Google Analytics: Offers the ability to see how individual pages are performing across various marketing channels (paid search, organic search, social media, etc.). Users can deep dive into behavioral metrics, demographics, and many other useful data points.
- Google Tag Manager: Allows the tracking of user activity, such as form submissions, purchases, etc. This data can be merged with Google Analytics by setting up custom goals.
- Google Search Console: Provides an in-depth look into how Google crawls your website and issues identified with it. This tool also has a great performance report that allows the user to see how individual pages are performing, and specific queries as well.
- Google Optimize: Allows for A/B testing changes to a website for conversion optimization purposes.
- Google Data Studio: Presents reporting on the organic performance of a website. It has a multitude of connectors (such as Google Analytics and Google Search Console) so that those data sources can be connected in one place, and easily visualize what’s going on with the website.
- Google My Business: Primarily a tool used by businesses who serve a localized area. It helps manage the appearance in the Google Map-Pack (in the organic search results), as well as Google Maps. It’s one of the best places to build reviews from your customers, so that Google can actively see how people perceive your business.
SECTION THREE: FINDING THE BEST ENTERPRISE SEO AGENCY
The best approach is to look at agencies that win search awards from prestigious organizations, such as the U.S. Search Awards, as these agencies have been thoroughly vetted by a team of international, industry leading search experts who follow a rigorous judging process that fairly examines all entries. Stella Rising was thrilled to win the “Best SEO Campaign” award in 2019 for its work on CCRM Fertility, and continues to win awards year after year.If you would like to learn more about our enterprise SEO capabilities, please connect with us.