Enterprise search strategies require a considered approach that consider the structured governance of the organisation. When consulting with large companies, some of the most important aspects to consider, include:

• Defined workflows for project approvals and deployment
• Coordination between multiple stakeholders in the business
• Alignment on priorities and project planning (typically managed in blocks)
• Ongoing communication and feedback around progress to inform stakeholders within the business.

Enterprise SEO success isn’t just about who has the best ideas or strategy – it’s about who can operate effectively within the existing framework of the business. SEO for enterprise businesses can’t succeed as a standalone marketing channel – it requires buy-in from multiple arms of the business.

In many cases, enterprise SEO projects span multiple regions and across multiple languages. Gaining visibility across multiple regions requires a considered approach to both SEO, as well as local protocols. Local customs, users’ behaviour, and search patterns mean that an SEO strategy isn’t always “cut and paste” across different regions – it requires a more nuanced approach. Enterprise SEO must consider the following:

• Technical implementation including Hreflang tags and geo-targeting
• Market-specific keyword research to identify local search patterns
• Localised content to meet local search demand and buyer behaviour
• Domain strategy – i.e. multiple TLDs vs. subfolders on a single domain
• Hosting choices, content delivery networks etc.

Operating in multiple countries and languages does beyond translations. It requires a deeper understanding of local behaviour, customers, any applicable laws (i.e. GDPR compliance), and management of content across multiple locations.

Enterprise SEO can often involve managing one or more complex CMS. In many cases, enterprise organisation operates on multiple, fragmented CMS architectures. Bringing together those moving parts requires a considered approach, coordinated approach which includes:

• Managing complex CMS – often merging legacy platforms
• Managing multiple hosting destinations
• Managing multiple sub-domains or sub-directories
• Implementing tracking across multiple platforms for unified reporting
• Crawl analytics and behaviour reporting

Managing these processes requires a deep understanding of technical SEO and the ability to coordinate with development, design, and IT stakeholders within the business.

Large sites require a specialised approach to content production and management. Coordinating with internal content writers and working with our SEO content team to maximise performance goes hand-in-hand for enterprise SEO success.

Enterprise SEO isn’t about producing more content at a breakneck speed, it’s about taking the time to understand the content that performs and ensuring that your content resources are aligned with your end goals, including:

• Aligning and planning out content calendars
• Reviewing current content performance
• Identifying gaps in content and uncovering opportunities
• Competitor content monitoring and reviews
• PR-style content production to boost site authority with natural link acquisition
• Establishing a repeatable, scalable framework for key landing pages and content pages on the website.
• Understanding when to refresh, consolidate, or redo content for maximum effect.

SEO, at any scale, requires great content. When we look at large-scale organisations, content resources are typically misdirected and improperly managed. Our in-house enterprise content experts understand common pitfalls and provide clear guidance to ensure that every new page on the website contributes to organic growth.