To succeed, Enterprise SEO must get 3 things right:
Create web pages for people, not search engines. This helps deliver an outstanding user experience (UX), which naturally ranks your website higher in search
Follow a clear hierarchy and layout. Your website must be easy to navigate — on desktop computers, tablets, and mobile phones. Failure to do so will penalize your site in search
Build information-rich web pages that load quickly. Google uses loading times to rank your website in search – a slow website ranks low, while a faster website can rank higher
Driving all of this, of course, is automation. Because you’re operating on a large scale. So enterprise SEO must give you access to actionable reporting that crunches vast amounts of data. And you need to roll out new changes across many thousands of web pages.
Don’t forget — none of this happens in a vacuum. Enterprise SEO must conform to updates in how Google, Bing, and other search engines rank web pages.
Each year, Google changes its search algorithm as often as 600 times, for example. Sometimes the updates are so small, you won’t see a change in traffic. Other times, algorithm updates are seismic, like Panda and Penguin. For an enterprise website with hundreds or SKUs or thousands of web pages, the effects can be devastating, if you’re not prepared.
Bottom line: Whether you’re an online retailer, high-tech firm, national service provider, or somewhere in between …
… to maximize your web traffic, enterprise SEO requires a robust strategy and scalable systems.
How Do You Measure Success?
The key success factors of enterprise SEO are different from those used by SMBs. Example: While a small business may be satisfied with tracking only revenue before and after SEO, an enterprise must consider additional metrics, including these:
New Search Traffic. How many visitors are coming to your site from organic searches on Google, Bing, etc.? How does this compare with your marketing and sales objectives?
Conversion Rate. SEO can boost the conversion rate of an enterprise website by sending more qualified visitors to your landing pages. And the resulting data can help you test new ideas for improvement. Tracked correctly, this is a virtuous circle that can reliably increase revenue
Visitor Value. How many new leads or purchases can be tracked to organic search? The challenge for enterprises, especially those with store locations, is to determine if an online visitor later made an offline purchase, for example. Or did they visit your website, then call to make a purchase? The numbers are not always black and white
Understanding these and other metrics is crucial for measuring the success of enterprise SEO.