In a way, enterprise SEO isn’t all that different from your typical, run-of-the-mill SEO campaign. You need to create awesome content, earn quality links, integrate your campaign with social media, and perform keyword research.
However, when it comes to the SEO campaigns for larger and complex organizations, things can get a bit more tricky.
As Jolina Pettice notes on the TopRank Blog, larger companies need to maintain their reputation, for starters. And, there’s also dealing with “multiple stakeholders, layers of approval and strict messaging guidelines.” Of course, the size of company isn’t just relevant to enterprise SEO. It’s also managing a hefty website and a set an integrated tools to get the campaign up and running.
In other words, as SERPs defines it, enterprise SEO is “optimizing a large website (or a number of them) while dealing with all typical hurdles of a corporate environment– red tape, diplomacy and internal politics at the same time.” Sound challenging?
If you’re an agency dealing with enterprise SEO, keep the following eight vital tips in mind.
1. Have One Person In Charge
Nick Stamoulis, founder or Brick Marketing, reminds us that “large enterprises sometimes have multiple chains of commands and mountains of red tape that make implementing a cohesive SEO campaign very difficult.” Because of this, you may want to have one individual manage your enterprise SEO. Here are three of Nick’s management tips.
Everyone needs to know, not everyone deserves a say. Your webmaster, for example, should be aware of changes to your website, but they don’t have to add their two cents.
There needs to be one person who can pull the trigger. You’re dealing with multiple departments, which means several different department heads. To keep things moving along though, you should have one person who has the power to make decisions.
What’s good for the company is good for each department. Make sure that each department realizes they are an important part of the company’s SEO campaign.
2. Push For Video Content
It’s no secret that quality content helps with search rankings and establishes a brand as an authoritative figure. If you want to stay ahead of the competition then you should consider generating more video content.
Not only can videos boost search engine results for a brand, they can have major effects on sales. It’s been found “that viewers are anywhere from 64-85% more likely to buy after watching a product video.” Other research from housewares e-retailer Stacks and Stacks discovered “a consumer who views a product video is up to 144% more likely to add that product to her cart than a consumer who watches no video.”
To get the most out of your video content, KISSmetrics suggests you:
- Hire a local, professional company film the video.
- Show the product from multiple angles.
- Find ways to get your brand evangelists involved the making or marketing of the video.
- Segment the videos to different geographic location and demographics.
