Why Enterprise SEO is Important for Your Business?
November 21, 2023
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Search engine optimization (SEO) has become indispensable to any successful online marketing strategy. With over 3.5 billion daily searches, SEO helps businesses get found online and drive qualified traffic to their website. However, as your business grows, your SEO needs become more complex. This is where enterprise SEO comes in. They take a holistic approach to optimizing multiple domains, subdomains, and international sites across a large organization. It goes beyond optimizing just one website to align SEO with your business goals. The focus is on long-term success by improving your entire online presence.
This blog will discuss what enterprise SEO entails, how it differs from other types, some examples, their future, and how Webdura can help scale your strategy.
What is Enterprise SEO?
Enterprise SEO, or corporate SEO, is SEO for large companies with multiple brands, products, and websites. It involves optimizing various domains and subdomains under one umbrella to enhance search visibility and performance for the entire organization.
The goal is to create a cohesive SEO strategy that boosts your organization’s online presence, authority, and revenue. This requires looking at things like site architecture, technical SEO, content strategy, link building, and search performance across all your sites.
Key elements of a successful enterprise SEO strategy include:
Centralized governance for consistent standards and best practices
Consolidated analytics and reporting
Coordinated content strategy across brands and locales
Technical SEO across all sites and pages
Link building at scale
Cohesive keyword targeting
Optimized site architecture
Integrated paid search and SEO
How Does Enterprise SEO Differ From Other SEO?
While enterprise SEO builds on fundamental SEO best practices, it differs from SEO for a single site in the following ways:
Wider focus: Enterprise SEO takes a bird’s eye view of your entire online presence across brands, locales, and subsidiaries. The scope is much larger than single-site SEO.
Coordination: More cross-functional and cross-brand coordination is involved in enterprise SEO. Alignment on priorities and information sharing is key.
Centralized governance: Standards, guidelines, and consolidated reporting are established to align SEO efforts enterprise-wide. There are economies of scale.
Holistic view: Enterprise SEO focuses on brand metrics, overall visibility, and global performance beyond keywords and conversions. The perspective is much broader.
Complex site architecture: Optimizing interlinking, site migration, and separation of brands/regions require a strategic site architecture approach.
Higher resourcing: Enterprise SEO initiatives often have bigger teams and budgets to execute SEO at scale. The resources involved are more significant.
So, in summary, enterprise SEO takes a global approach compared to single-site SEO, which focuses on SEO for one specific website.
Enterprise SEO Examples
Here are some examples of enterprise SEO in action:
Microsoft:Microsoft owns hundreds of domains like Office.com, Windows, Xbox, LinkedIn, and GitHub. Their enterprise SEO strategy aims to optimize Microsoft’s search presence across all these properties.
Salesforce: Salesforce manages SEO for multiple brand domains like Salesforce.com, Pardot, Tableau, MuleSoft, Slack, etc. Their enterprise SEO team ensures alignment across geographies and brand sites.
Adidas: For a global brand like Adidas, enterprise SEO means managing SEO for country-specific eCommerce sites, campaign microsites, and the brand website. Their strategy connects these moving parts.
Oracle: As a leading enterprise software company, Oracle’s SEO strategy spans multiple products, services, blogs, regional websites, and brand domains. Enterprise SEO confers search visibility at scale.
Unilever: Unilever owns over 400 brands globally, including Dove, Lipton, Knorr, Hellmann’s, Lux, etc. They leverage enterprise SEO best practices to optimize and interlink their brand sites.
These examples demonstrate how large organizations use enterprise SEO to optimize search visibility for their digital assets on a global level.
The Future of Enterprise SEO
Here are some key trends that will shape enterprise SEO in the future:
More personalized search: Google is getting better at understanding user context and intent. Enterprise SEO will focus on personalized content and delivering relevant, localized experiences.
Voice search optimization: With the rise of voice assistants, they will evolve to optimize for voice search queries that are more conversational.
Expansion to eCommerce: As more brands embrace eCommerce, they will become crucial for optimizing product content, site search, and category pages.
Integration with marketing automation: It will integrate more tightly with marketing automation platforms to personalized customer journeys powered by SEO.
Automated workflows: Leveraging AI and machine learning, they can be scaled by optimizing site migrations, technical issues, content production, and more.
Increased mobile optimization: With Google’s mobile-first indexing, enterprise SEO will prioritize page speed and mobile optimization across all brand sites.
International SEO growth: Companies will expand enterprise SEO capabilities to reach new geographies and optimize for local search behaviour. International SEO coordination will increase.
As search behaviour evolves, enterprise SEO will also mature. Brands that invest in this will gain a sustainable competitive advantage in the future.