Tuesday, 12 November 2019

Enterprise SEO guide: Top strategies, platforms and processes to win in 2019

Enterprise SEO is more expensive and requires more stakeholders relative to SEO on a smaller scale. As such, you’re looking at either enormous ROI potential or huge amounts of wasted money depending on how you run your campaigns.
Luckily, 68 percent of enterprise marketers say their content marketing efforts are more successful than they were last year.
enterprise seo
But success can be defined any way you want, so it’s not an entirely conclusive metric. That’s why we’ve put together this 2019 SEO guide, so enterprise firms can define their own success, ensure they reach those goals and arm themselves with all the tactics for doing so.
SEO has never been more interesting. We’re serious.

Coming to terms with SEO: An explainer

An enterprise is any company that employs more than 250 employees. These entities are often national or global businesses and may be privately held or publicly traded.
Enterprise SEO services aren’t incredibly different from those geared toward small or medium-sized companies, but they tend to be more highly scrutinized and complex. In total, enterprise marketing is the multichannel method for growing growing and retaining business.
enterprise seo - enterprise marketing is the companywide effort of a large business
So this is the scope and scale of what’s on the table. Additional SEO terms to clarify are:

On-page SEO

The manipulation of any copy or data that exists on a web page. Factors include title tags, metadata, keywords, URL strings, HTML tags, images, alt text, links and content.

Off-page SEO

Marketing activities that don’t directly occur on a website but that still impact SEO at large. Factors include influencer marketing, link building, brand mentions and social media engagement.

Technical SEO

Actions taken by webmasters and site operators on the backend that affect frontend user experience, indexability and crawlability, all integral components to SEO. Factors include schema, rich data markup, URL structures, HTTPs, XML sitemaps, redirects and mobile-responsiveness.

Not to be forgotten, there’s also another specialty, Local SEO, which has become more prominent in the past five years. This can be defined as any optimization that’s geared toward location-based searches and geo-specific audiences, such as updating Google My Business and other online directories, creating targeted content around local events and services and answering queries with local intent.
Organizations of all sizes encounter the aforementioned SEO elements. But, as we’ll see, large enterprises have several distinct issues to keep in mind.

Enterprise scaling: A hurdle like no other

Enterprise content marketers face a number of large issues when attempting to get their SEO campaigns off the ground – and then maintain and improve them over time. Enterprise marketers cite the following challenges in 2019:

This data makes complete sense. Poor coordination (issue No. 1), siloed departments (issue No. 2) and inconsistent tech integration (issue No. 3) can bring any marketing campaign to its knees. Communication shuts down, metrics aren’t shared and ROI seems nonexistent.
Even though SEO is mostly a science – their guidelines and principles are well-known and documented – various stakeholders from other departments will still want input on any deliverables that go out the door.
How would your brand marketing team feel when they’re told you’re moving budget away from branded paid ads and toward organic, inbound marketing? How will your sales team feel when they’re department requires fewer staff members because they no longer need to work the phones and cold-call outbound leads all day?
In both cases, not great.
enterprise seo
To run an enterprise SEO program is to ruffle more feathers relative to organizations of a smaller size. But that shouldn’t deter bold decision-making. If anything, you should be constantly validating your investments, compiling and reporting on performance data and seeking buy-in from executives – in other words, you should always be playing offense.
We say that because the numbers are on your side. Inbound marketing – SEO – is 62 percent cheaper than outbound marketing and produces six times as many conversions.

8 no-fail strategies to make every marketing decision a win-win

Search engine results pages are a minefield. At any moment, your coveted position one ranking can be usurped by a competitor. It could be pushed down the page by several paid ads. It could be downranked by a new Google algorithm. It could provide diminishing returns because a Featured Snippet served all relevant user information.
Stressed yet?
To accomplish your SEO goals, below are eight proven methods for SERP dominance:

1. Reoptimize copy for enhanced keyword targeting

On-page optimization for high-value, high-intent keywords is a no-brainer. In fact, it’s practically mandatory in 2019.
By re-optimizing your existing pages for the most recent search landscape, you keep your work updated, actionable and useful to searchers. You also guard against competitors leapfrogging you in SERPs.
By identifying keyword targets we wanted to rank for, and then updating page copy around those individual search terms, our domain witnessed:
  • 84 percent increase in total number of keyword rankings.
  • 46 percent increase in site traffic.
  • 70 percent of product landing pages ranking on Page 1 of Google.
If your enterprise is already on the cusp of Page 1, a little boost via enhanced copy can reap mega rewards, because 90 percent of all clicks occur on Page 1. Even better, 60 percent of all clicks go to positions 1-3 – that’s where you need to be.
Click-through rate by SERP position.

2. Target Featured Snippets to capitalize on clickless SERPs

Upping your SERP game should include more than just ranking first.
In reality, you should be aiming to rank in position zero, meaning you’ve snagged the Featured Snippet spot, whichever format that may take (list, table, local pack, etc.). You can read more about every type of Google SERP feature you can target, but the main takeaway here is that SERPs are trending toward a no-click experience.

What we mean by this is that a searcher inputs a query, and they get all the info they need straight from the Featured Snippet – there’s no further need for them to click on an actual result at all. So if there are no clicks, you receive no credit at all. Unless you own that Featured Snippet. As Rand Fishkin notes, more than 60 percent of all mobile searches are no-clicks.
Featured Snippets are also key because voice assistants like Google Home and Amazon Echo pull their responses from Google, predominantly Featured Snippets. So as voice search queries rise – 50 percent of all searches will be voice activated by 2020 – Featured Snippets will only grow in importance, and every other listing in SERPs will be drowned out.
Optimize for Featured Snippets to doubly benefit from voice search and no-click SERPs.

3. Focus on goals other than micro conversions

By this we mean look beyond superficial vanity metrics when benchmarking your SEO campaign against previous efforts and competitors.
Track traditional metrics like organic traffic, pageviews, time on page, bounce rates, etc., but don’t hang your hat on them. Focus more on engagement signals that represent more meaningful and actionable user intent.
For instance, micro conversions may be gated content downloads or product video views. But a macro conversion is more closely tied to ROI. And if the ultimate goal of SEO is to make you more money, then macro is where your money is.

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