WHAT ARE ENTERPRISE SEO SERVICES
If traditional SEO encompasses all the procedures, research and tactics to help SMEs increase their web traffic, enterprise SEO is what major corporations or businesses with gigantic websites need to compete. Enterprise SEO aims to increase these companies’ visitors from already large amounts of traffic to much, much more. SEO is a whole different activity at this level because you can’t do a little bit of work and expect an improvement – you need to do a whole lot of foundation and ongoing work, but eventually, the impact can be profound.
Businesses seeking enterprise SEO might have thousands upon thousands of web pages – think e-commerce or encyclopaedias – or they may be a major player in their industry – think WeWork or Airbnb. Mid-market SEO strategies need to be ditched here and replaced with a thorough analysis of competitors, keywords, current position and goals. By thorough, we mean highly advanced technology that can analyse large amounts of data that humans can’t feasibly do.
This is a little glimpse into enterprise SEO, but there is a whole world of complexity involved which we’ll help to break down for you in this article.
What is Enterprise SEO?
Enterprise SEO is an all-encompassing service that has ambitious goals and with that comes a challenge to define it into neat boxes. The scope and ingredients of enterprise SEO are divisive, even within the industry of professional digital marketers. What’s true is that it’s harnessed by global brands and industry leaders to compete for top rankings, so sometimes the scope is based on the size of the site, other times on the location and reach or on the size of the company.
While it can help to provide a clear-cut picture of what it is exactly, having a ceiling-less perception of enterprise SEO can actually be really helpful to the businesses at the level that needs it. The scope depends on many factors of course, but we can assume that either the site of the business is on the large end of the scale. These are typically the two best ways of understanding SEO – the size of the site or the size of the business.
The former includes web pages with hundreds of thousands of web pages and upwards and the latter consists of giant corporations with massive revenues or complex processes. In practice, it’s usually an overlap of both of these types, because global giants have high numbers of pages over different localised websites and on the other hand sites generating hundreds of thousands of pages can usually afford to create them because of their high-level position.
A company like Amazon has both some of the world’s largest revenue and an e-commerce site consisting of countless web pages, so their requirements fit the traditional bill for a business that needs enterprise SEO. But there are plenty of corporations with much smaller websites because their business isn’t digital-focused, but because they’re operating at extreme revenues, enterprise SEO is necessary to apply the work required to keep them ranking high.
Performing effective SEO at this level requires a case-by-case approach, as they have massive disparities in their objectives, obstacles and requirements.
How is Enterprise SEO Different From Traditional SEO?
Target More Competitive, Short-Tail Keywords
Optimising a site for search engines requires optimising the approach in itself. With a small budget, there is no point competing for highly competitive or short-tail keywords, because there will be businesses that have already been working hard to rank for these for a while already. It can take excessive SEO work and time to begin to make a substantial impact on SERPs for these keywords, so traditional SEO tends to focus on less popular search terms.
Enterprise SEO has the capacity to deploy more resources, time and work into tasks that make you competitive for keywords, which means it’s more achievable to rank high for more competitive and short-tail keywords. These keywords are competitive because there is a high volume of potential customers searching for the term, so if your SEO campaign can help you place well for these, your traffic gains can skyrocket.
Unique Outreach Opportunities
Link building is a critical pillar of effective SEO and outreach involves the tasks performed to build up this backlink profile that helps Google’s crawlers value and trust your site. However, it does take up a significant amount of SEO budget in this outreach and creating a link network that directs people to your site from other parts of the internet.
Another powerful component of enterprise SEO is that there is ample budget that can be funnelled into outreach opportunities. Traditional SEO work has to be more conservative in balancing the sites they seek and whether they opt for a higher number of links or for more reputable placements. Beyond just a higher number of backlinks to solidify your profile, enterprise SEO also allows you to gain links with highly trusted and valued platforms which can accelerate your profile and make a far bigger impact on your SEO than the profiles that traditional SEO can arrange.
Scaling your SEO operations is one of the main advantages of enterprise SEO compared to traditional SEO. Instead of the small-scale work involved in standard SEO services where the provider might be optimising a handful of pages, enterprise SEO requires enormous numbers of pages to be optimised, so scaling is fundamental to achieving this.
For a larger e-commerce company that may have thousands of product pages needing to be uniquely optimised, manual work just can’t do this in a reasonable amount of time. So scaling in this case would involve automating the operation to optimise each page with the assistance of technology. Scaling also involves a diverse team of experts to efficiently manage their roles and move the workflow from inception to completion to scale up the entire operation.
Requires a Large SEO Team
In traditional SEO services, a small team can usually manage the various tasks and facets to increase the search engine position of a site. But the goals of enterprise SEO are incomparable because they set their sights on becoming SERP leaders for large numbers of web pages. On smaller scales where teams can do multiple tasks, enterprise SEO alternatively requires multiple people to complete singular tasks.
This means the whole operation requires a much larger team with different experience, expertise and knowledge. The hundreds of thousands of pages each need to be made technically compliant, have their own unique content written and security increased, target specific keywords through proper research and be tied into the overall SEO strategy and brand value. There also needs to be team members focused on project management of the operation and creating innovative and forward-thinking approaches to strengthen the campaign for the site to compete at the top level.
Requires Different (Premium) Tools
There are many fantastic SEO tools that empower strategies with both the information that guides the best direction and enables more efficient ways to execute the work. But because traditional SEO is usually limited by strict budgets, service providers have to choose wisely and struggle to make the most of these tools. On the other hand, enterprise-level typically comes with a greater SEO cost and has a much larger budget which allows them to harness more expansive and valuable tools.
Enterprise services can quickly scale up their processes with powerful, high-quality tools that allow them to optimise many, many pages and build links with an efficiency that is miles ahead of traditional service tools. As well as implementation assistance, these premium tools help with the background and planning work. Some tools enable you to analyse dozens of competitors with massive sites, audit thousands of pages quickly and constantly track your long list of keywords.
SEO Issues Are More Complex
The path to meet your goals in SEO can vary a lot depending on what you wish to accomplish. Traditional SEO services have objectively simpler goals to meet, which may involve ranking for less competitive and long-tail keywords that fewer competitors are targeting. This means these services only need to keep track of a small number of keywords and create content that includes the words they want to search for as well as technically tweaking only a handful of pages.
Enterprise SEO is a much different operation and the path to earning leading ranks involves much more complex issues. It becomes immeasurably more complicated to track thousands of keywords, interpret results from enormous numbers of web pages, analyse many competitors with equally large websites and audit sites with countless pages. It’s a time-consuming process in itself, let alone when the inevitable obstacles pop up along the way.
More Marketing Collaboration Required Between Brand and SEO Agency
Global corporations, industry leaders and e-commerce giants have all gotten to a position where they both need and can afford enterprise SEO because of their thoughtful business strategies, which always involve intelligent marketing and branding. Enterprise SEO is another form of innovative market that focuses on fusing your branding into the content as well as technical aspects of your site for search engine success.
Both the company’s marketing teams and the agency must be involved in creating the content and website at this top level. Traditional SEO firms have less collaboration with the brand, which means they can perform their work quite autonomously. Enterprise SEO requires larger teams to work together and align their ideas to the same goal. This can cause some delay in overcoming challenges and differences in opinion if the agency isn’t familiar with this environment. However, it is critical that enterprise SEO is stitched into branding, so a trusted agency will be competent at managing this.
What Should You Look For in Outsourcing Enterprise SEO Services?
Upgrading from traditionally managed SEO service to enterprise SEO is a monumental step for businesses, but it’s a necessary one – as you grow the needs of your business change in order to sustain your growth. These new needs call for levelling up your digital marketing and begin competing with the major names in your niche. Finding the right enterprise SEO agency takes more discernment than lower-tier services because you need to know your provider is equipped to perform at this level.
As well as the usual qualities you look for in a service provider, there are particular traits that relate specifically to enterprise SEO capabilities. Here we provide a list of components to vet your SEO agency for and help you arrive at the best option to outsource SEO.
Experience and Expertise
Starting with the basics, make sure the agency has the experience and expertise of executing enterprise SEO for previous clients. Just as you wouldn’t let a learner driver race on an F1 track, enterprise SEO is the cream of the crop service in the industry, so your provider needs to be able to compete professionally.
Here, you probably don’t need to look for someone who has worked in the exact same niche or size business as yours because enterprise SEO isn’t a replicable strategy, but for elite businesses carving their own path. However, they should have some familiarity with your industry as well as executing customised enterprise plans and have developed a broad range of generalised SEO experience. With a thorough understanding of SEO principles, they’ll be able to apply their expertise to your unique case, even when your strategy is personalised.
As you’ll discover from this article, there are different measures, tools and techniques involved in effective enterprise SEO. Your agency needs to have used these professionally and seen the impact of their work in real-life cases for them to have knowledge of successful implementation, as well as knowing when to change what’s not working.
As an extension of scalability being an integral and important feature in enterprise SEO marketing services, your service provider should have the capabilities to scale the campaign at the right time. While no two enterprise SEO cases are the same, what remains true is that your agency will be dealing with thousands of pages that need to be optimised and at some point, they’ll need to provide more hands on deck.
Whether those hands are human or machine depends on the time and function being performed but both the knowledge of how to scale and the capacity to do so are imperative to an effective enterprise SEO campaign. SEO relies on specialists working with an ever-changing algorithm as developed by Google, which means the results are out of the hands of the provider and left up to an external source, but through the proper techniques and coverage, these providers can put the odds in their favour.
This means that plans can’t always be followed accurately, and instead, services need to be ready to mobilise more forces when they hit specific targets to execute the next phases or optimise the next web pages responsively. So to capitalise on every position, scalability is a must-have trait of your provider.
Sophisticated and Innovative Team, Up-To-Date on SEO Trends
Managing the large-scale operations of enterprise SEO includes:
- Completing all of the specific tasks in high numbers
- Reviewing performance and reiterating the strategy based on these insights
- Effective planning of the many parts and incorporating updates within the SEO industry
All of these features need to be tied into the process to give your site the best chance of success at the competitive level so your agency has to be a well-managed and sophisticated team of experts.
Due to the nature of SEO, innovation should be a part of the fabric of a good agency. Not only do things move fast in the world of digital marketing, SEO, in particular, deals with a constantly changing algorithm to work with. Innovative SEO firms may invest in staying ahead of trends, which can mean performing ongoing research of search engine requirements and priorities as well as finding innovative methods to make resources go further or hit the web with more impact. If your agency can use a sophisticated approach to implementation while keeping one foot on the pulse of the industry, you’ll be in a strong position to reach your goals.
Manual SEO implementation has its advantages, but only up to a certain point. With websites requiring thousands of pages to be optimised, automation is far more effective at delivering the required facets of SEO in a time-conscious manner. Though, it should be done strategically to appeal to the natural rhythm that search engine algorithms favour and view in a positive light.
Automation ties into scaling requirements, so that when your SEO team has discovered an optimisation approach that works for your web pages, the processes used to get there can be automated and rolled out over multiple pages. Strategic automation can involve performing ongoing keyword research so it picks up on changes in your audience, identifies the quality of your backlinks, notifies when they’re too low, highlights non-compliant areas of your site and much more.
It’s a critical tool to implement enterprise SEO at the pace required to stay relevant, so ensuring your agency has the tools and capabilities to automate can help you make sure they’re the right fit.
With the complexities that inevitably come from optimising massive sites with huge numbers of pages, there are always sticky points in the process. Communication within your agency and between you both is fundamental to a well-managed enterprise SEO service. When different departments need to have a developer tweak their pages or various people require the legal team to sign off the web content, you can’t waste any more time on unavailable partners when things are ready to go.
Working across multiple stakeholders in a firm as large as the ones that need enterprise SEO means that your agency needs to be ready when they’re needed. You should also be given constant availability for your enterprise SEO needs so that the team can act when challenges pop up as well as consistently analyse your site’s performance and health because as you can imagine, things change pretty quickly at this level.
Capacity For Global Reporting and Insights
Large scale, high-end service and global expectations typically go hand in hand, so it’s not unreasonable to set your ambitions for global results. This global vision is part of the reason why enterprise SEO needs to be such a strategic and scalable operation. But global success is rare, and not every digital marketing agency is equipped to set you up for this outreach.
Major corporations with hundreds of millions of dollars in revenue and ample marketing budgets can definitely set their vision for a global online presence. If these are the sort of results your business is ready for, make sure you consider the agency’s capacity for global reporting and ability to use these insights to update the campaign.
Effectively doing this will usually involve enterprise platforms that can apply large-scale updates easily, consistently deliver high-quality content, increase your brand exposure and reputation and provide a high-quality user experience over multiple devices. Having the capacity to get there involves a range of qualities of an agency, from having enough expertise and minds, the tools to execute it and the experience to steer the campaign on the right path.
SEO strategies have goals, and to reach each of them involves performing specific tasks a number of times. These tasks make up the workflow within campaigns, so successfully managing the workflow means all the building blocks are efficiently executed to lay the foundation for your online presence. When performing enterprise-level SEO, there’s no room for slack in your workflow.
Pairing with an agency that has an already well-established and robust workflow will be critical when it comes time to implement the many tasks involved. SEO workflows can involve everything from lists about who does what, outlining the deadlines for each task and monitoring the progress of each activity. Workflows are also used to streamline project management, so following the point above, sophistication in an agency means they’ve probably figured out how to use workflows to tie the many strings together.
Established workflows particularly pay off for larger corporations or businesses with distinct websites across multiple locations. The workflow can be used to reiterate the tasks performed to optimise the pages at one location or stage of the process and efficiently rolled out to assist in the scalability of your SEO operation in other locations or stages.
As we touched on earlier, advanced technology is a necessity for making sure your enterprise SEO consultant has all the best insights and methods to implement the strategy. For SEO, technology includes a range of different platforms, software and tools for researching and automating. For example, understanding what keyword is ideal for each page of your website to target requires extensive research that can be done rapidly with the right tool.
Likewise, the ongoing analyses of competitors’ sites and your performance will empower the next stages of the strategy and help your agency understand how to make necessary updates for better results. Tasks and workflows need to be created and performed precisely for an enterprise SEO package, but at some stage, your agency should use automation technology to scale the operation and get your whole site progressing up the ranks much faster.
If they don’t have or aren’t familiar with using industry-leading technology to do this, your whole campaign is at a disadvantage. Your competitors will be using all the latest and most advanced technology to get ahead, so in order to compete, you need to be too.
In traditional SEO services, it’s usually enough for an agency to work with a few people within the company to understand their needs and perform the tasks effectively. But with enterprise SEO, its all-encompassing scope and ambitious goals mean this isn’t segregation isn’t possible and your agency needs to collaborate with multiple departments and stakeholders within your business.
Success here relies on the agency’s ability for cross-collaboration and to integrate seamlessly into the structure and landscape of your business’s environment. One of the main challenges here is ensuring that the agency communicates well with the different areas of your business so that everyone shares the same goals and the SEO efforts are aligned from one department to another.
Another obstacle can be managing the internal hierarchies as an outsourced service provider, where multiple people will need to approve the specifics or more generalised actions. This can cause delays and misaligned approaches when different opinions are involved. But again, an experienced enterprise SEO team will have methods and experience at effectively bringing your site together, helping negotiate compromises with multiple parties.
Enterprise SEO Services at Vine Digital
Enterprise SEO is a completely different service from traditional SEO work and searching for the right partner should be treated with more care. You will be investing a larger amount for, hopefully, the much greater payoff of profound increases in website traffic and cementing your brand’s name into the mind of searchers.
Vine Digital has – and still does – perform enterprise SEO for a number of businesses leading their niche. We do this carefully and take each case as its own world of strategy, planning and collaboration with our clients’ marketing teams. We’ve got a diverse team of top-of-their-craft pros filled with technical specialists enthusiastic about staying ahead of industry trends, SEO veterans who know how to roll out a strategy for long-term success and experts in every facet of SEO required to compete at the top level.
Making a decision on enterprise SEO firms shouldn’t be done lightly, so we’d love for you to browse our website, read our testimonials and case studies and get in touch to learn more about how effective we can be for your business growth.