Luke Sarabacha
In order to drive greater revenue and grow your business, you need to generate high-quality leads that you can consistently convert. Getting these leads is something that many firms invest significant marketing resources into, but what about organic lead generation?
With organic traffic, you pay the upfront costs and then reap the rewards over time. Once your optimization strategy is established, you’ll have a stream of leads coming into your business entirely for free. That’s right. There’s no per-lead cost when it comes to organic lead generation.
Many organizations assume that organic search leads will never be a major factor in their sales pipeline. They rely primarily on paid search and other forms of advertising.
However, organic traffic can become a huge source of potential revenue for your organization. You just need to get it right. How? The answer is simple – search engine optimization (SEO).
More specifically, we’re talking about enterprise-level SEO.
Let’s dive into how enterprise SEO will help your business.
What Is Enterprise SEO?
First, let’s briefly explain what we mean when we use the term “enterprise SEO.” Essentially, this is when you scale up traditional SEO strategies to improve organic traffic generation for bigger businesses.
For the purposes of this discussion, the “size” of an enterprise is usually measured in terms of the number of web pages managed by the company rather than the number of employees. A small business could have huge numbers of web pages requiring the scale of enterprise SEO. You might also be a digital marketing agency with large numbers of client websites to manage.
One of the differences between enterprise SEO and traditional SEO for smaller organizations is the keywords you focus on. Smaller organizations will usually avoid targeting the shorter, more general keywords that are highly competitive.
By contrast, enterprise-level SEO strategies focus on ranking those keywords. Scale is another major factor. With so many web pages requiring auditing and fresh content, you need to either have a strong in-house team or a reliable white-label SEO agency backing you up.
Top 10 Benefits of Enterprise SEO
The single greatest benefit of enterprise SEO is high-quality organic traffic. By optimizing your website and content for search engines, your enterprise organization can attract a steady stream of traffic from people who are actively searching for your products or services.
This traffic is high quality and cost-effective since it is generated without the need for paid advertising. Additionally, enterprise-level SEO supports other marketing channels like paid ads by providing data insights and focusing on long-term growth. However, organic traffic is not the only benefit of enterprise SEO. Here are ten other ways search engine optimization can help your business achieve your goals:
1. Improved Brand Visibility and Credibility
Higher rankings in search results can enhance your brand’s visibility and credibility, as users tend to trust and click on top-ranking websites more often. In today’s highly competitive marketplace, it is critical that your brand stand out from the rest. One of the best ways to achieve this is to simply be the first name they discover when they need a solution to their problem.
2. Enhanced User Experience
Implementing SEO strategies often also leads to improvements in website usability and user experience. Key factors in search rankings also impact the ease of use of your website, such as loading times, mobile optimization, and user-friendly navigation. People who already regularly visit your site will appreciate the effort put into optimization and will be more likely to purchase your product or services.
3. Higher ROI Compared to Traditional Marketing
Enterprise-level SEO is a cost-effective marketing strategy that can provide a higher return on investment (ROI) compared to traditional marketing methods. Paid marketing can be expensive.
Trends are constantly changing, and it can be difficult to create the “perfect” ad that hits just the right tone to get people to make that crucial click. SEO enables you to position your brand where it will be discovered. Instead of pursuing leads, you let them come to you.
4. Gain A Competitive Advantage
Whatever industry you are in, you know how important it is to stay ahead of your competitors. By implementing effective SEO strategies across your enterprise, you can outperform your competitors and be the first brand users discover when looking for a solution to their problems.
5. Long-Term Results
Unlike some marketing tactics that only offer short-term results, enterprise SEO solutions can deliver long-lasting benefits, with your website continuing to rank well for relevant keywords over time. This won’t happen automatically. However, with the right expertise, you can optimize your site to ensure consistent performance and growth.
6. Targeted Traffic
Enterprise-level SEO is an effective strategy for attracting highly targeted traffic to your website. By focusing on relevant keywords, optimizing your website, and creating high-quality content, you can attract potential customers who are searching for products or services that your business provides.
This targeted traffic is highly valuable because it is more likely to convert into paying customers, which can ultimately lead to increased revenue and growth for your business.
7. Insights Into Customer Behavior
SEO analytics do more than help you rank better in search results. Once you start tracking this data, you can also use it to gain insights into customer behavior. You can track user engagement metrics, such as time spent on the site, bounce rates, and conversion rates, to gain a better understanding of user behavior.
This information allows you to optimize your website and content to better meet the needs and preferences of your target audience, leading to improved user experience, higher engagement rates, and, ultimately, increased revenue.
8. Scalability
As an enterprise organization, you have one or more large, complex websites under your control. Enterprise-level SEO services are designed to meet your needs, ensuring consistent performance as your business grows. For example, ranking for keywords will require large volumes of content for an enterprise organization. An enterprise SEO agency or service can deliver content at scale.
9. Brand Authority
When your brand consistently appears at the top of search results for relevant queries, you can establish your brand as an authority in your industry. This makes it more likely that users will click on your website and view your brand as a trusted source of information.
Additionally, enterprise SEO involves creating high-quality content that is optimized for search engines. This content can help establish your brand as an industry leader with deep knowledge and expertise in your field. By consistently appearing at the top of SERPs, your brand can build a reputation as a credible and authoritative source of information.
10. Global Reach
Effective enterprise-level SEO strategies can help your business reach a global audience, allowing you to expand your customer base beyond local markets and increase brand awareness internationally.
Best Practices in Enterprise-Level SEO
When it comes to best practices in enterprise SEO, it’s critical to remember the 4 main pillars of search engine optimization:
- On-page SEO
- Off-page SEO
- Technical SEO
- Content
On-page SEO will focus on all the many web pages that make up an enterprise site. Best practices for on-page SEO involve doing keyword research and ensuring that your site content (title tags, meta descriptions, headers, etc.) is all optimized for SEO. Then, we move to off-page SEO.
Off-page SEO is where the focus shifts to elements of optimization that are off your site. This would be things like backlink building, local SEO (Google My Business), and social media marketing. Optimizing these elements is a critical part of enterprise SEO.
The final two elements are technical SEO and content optimization. Technical SEO gets much more attention at the enterprise level due to the complexity of the websites involved. For example, maintaining a fast page speed across all your pages is critical.
An enterprise SEO service will look into things like compressing site images, image hosting, reducing redirects, and other technical optimizations to improve this important metric. Now, let’s turn to content, the fourth and final pillar of SEO.
The Importance of Content In Enterprise SEO
Content can make or break an enterprise’s SEO strategy. Not only does content help you rank for keywords, but high-quality articles are also more likely to create backlink opportunities. If you are routinely demonstrating thought leadership in your industry, you can become a resource that others will link to as a reference.
You can use the content for your brand storytelling. Your blog posts and articles represent an opportunity for you to speak directly to your potential customers and explain to them what makes you unique.
Great content enables you to build a bond with your site visitors, making it far more likely for them to move forward and convert. This is the chance for your enterprise to present your own unique voice. It’s critical to ensure that this voice is consistent across all your web pages.
One of the first elements of any enterprise SEO project is frequently going through and editing dozens or even hundreds of web pages under the company’s management. You likely already have tons of content. However, is it all high quality? Remember, Google doesn’t just rank your content based on keywords.
You can’t just stuff bland articles with keywords. You need to ensure that your pages bring value and get good metrics. If users are consistently clicking off your old pages, it can negatively impact your rankings across your entire site.
Once you’ve got your older content optimized or removed, you’ll then need to move to create fresh content to target the latest keywords and trends in your industry. Another key Google algorithm metric is “freshness.” You need to be regularly writing and posting great content that encourages users to take action.
Enriching your content with images and video is an excellent way to make your content more engaging. However, the written word, at the end of the day, is the most significant tool you have to rank higher for your target keywords.
What Makes Content “High Quality” In Enterprise SEO?
It’s important to be able to understand the difference between poor content and high-quality content. Here are the key factors:
- Relevance
- Value
- Accuracy
- Readability
First and foremost, your content needs to be relevant to what people in your target market are searching for. Irrelevant content will consistently fail to perform from an optimization standpoint.
When you look at an article, ask yourself, “What questions does this content answer?” At the end of the day, you need to make sure your content is helpful. This is where the second point comes in – value.
Your content needs to be insightful, offering unique perspectives, expert opinions, or actionable advice that cannot be easily found elsewhere. Does your content contain actionable information? Does it contain industry-specific information that cannot readily be found on other sites? These are the kinds of questions you need to be asking.
Accuracy is also critical in enterprise SEO content creation. Your blog posts and articles must be factually accurate, backed up by reliable sources, and help establish your brand as a trustworthy authority in your field. Finally, readability is absolutely essential in high-quality content. Content that is difficult to read, dry, or unnecessarily complex will drive visitors away from your site and make it much harder to generate leads.
Grow Your Business With Enterprise SEO
Enterprise SEO is a highly effective way to drive organic traffic and grow your business in a cost-effective and sustainable manner. Enterprise SEO can help your organization attract a steady stream of high-quality traffic from people who are actively searching for your products or services. This traffic is not only high quality but also cost-effective since it is generated without the need for paid advertising.
Additionally, enterprise SEO supports other marketing channels by providing data insights and focusing on long-term growth. By implementing effective SEO strategies across your enterprise, you can outperform your competitors, enhance your brand’s visibility and credibility, and provide a better user experience. So, if you haven’t already, it’s time to start investing in enterprise SEO to take your business to the next level.
Are you looking for a team of writers that can support your enterprise endeavours? Content Cucumber’s team of writers specializes in working with enterprise organizations and creating SEO content for their clients. Learn more about the content types and the industries we service by visiting our website, and learn more about enterprise SEO metrics by visiting our blog “Enterprise SEO Metrics Your Agency Should Know.”
