Enterprise SEO Strategies – A Direct Guide

SEO is no easy feat. About 50% of website traffic comes from organic search. Also adding to this is that 93% of digital engagement begins with a search engine. Although keywords play a huge part, several other Enterprise SEO Strategies & aspects merit consideration. These get explained through independent sub-headings.

Keyword Selection

Digital specialists can begin by asking, ‘what would I type to search for these products online?’ For better results, one can also take suggestions from family members, friends or current customers. Also crucial is understanding your competitors by reading up web content and seeing the metatags.

A glad tiding is that you are not alone. Marketers can use tools such as SEMrush, Seobase and SERPWatcher, Ubersuggest.

How to research keywords?

If you are using the Ubersuggest tool for keyword research, below are the steps to follow.

Step 1.

Identify and make a list of relevant “Seed” keywords based on the business.

Step 2.

Now using the Ubersuggest tool we can put the seed keyword in the tool and expand the list with related keywords.

For E.g. we are doing research for the keyword “SEO Service” for any project. So below is the screenshot of how you can do that.

Step 3

Refine or Categorize the Keywords

Once you get the list from the keyword tool, export that list and start analyzing or selecting the keywords according to the Search volume, SEO difficulty, and relevancy of the keyword for our business.

Site Architecture

Site architecture is akin to the blueprint. It sets the tone for customer and brand engagement. The crux is that site architecture must be easy to understand and navigate.

An excellent starting point is categorising the products and services right at the top of the page. Next is focussing attention on secondary aspects such as colour or material. Site navigation tools get driven by consistent experience in UX (user experience) and user interface (UI). The former defines the navigation options, whereas the latter provides visual apparatus through colours and fonts.

Once done, next is simplifying the purchasing process by introducing CTAs or Call-to-Actions such as an “Add to Cart” or “Buy Now” button.

This endeavour can be fulfilled with tools such as Dyno Mapper, Omnigraffle and Microsoft Visio.

Best way to setup site architecture

The ideal website architecture looks like the below screenshot.

The content is placed in a hierarchy and this could be expanded easily in the future once the site grows.

You can check the website architecture using the screaming frog tool. In the tool you can, once you insert the link of your site for crawling. On the top navigation, you will see the “Visualization” option. In that, you will get the “Crawl Tree Graph” that you can use to check how the crawler sees your site.    

Enhance your content

The crux is that queries can have multiple meanings and interpretations.

Getting down with interpretations

There are different categories for classifying interpretations. Dominant interpretations cater to what most users mean when searching queries. Common interpretations are where queries have multiple meanings. For instance, Mercury can mean either the planet or the element. Lastly, minor interpretations are less common and are locale-dependent.

Do-Know-Go

Another phenomenon that is crucial for segmenting search queries is Do-Know-Go. ‘Do’ caters to transactional queries. Here, users seek a specific action, such as booking a service. The ‘Know’ category signifies an informational query. The ‘Go’ category is navigational queries, typically brand-specific or entity-specific.

How to get the content ideas?

In the Ubersuggest tool, once you research your keyword and finalize the list. You can also get the content ideas for the same keywords in the tool.

Continuing the example of the keyword “Seo Service”, in below screenshot you can see how we get the content ideas around the keyword.

Page Speed Optimisation

Page speed denotes how quickly the content gets loaded. The factors that can influence page speed are:

• number of images, videos and other media files
• themes and plugins
• site and the specific page coding and server-side scripts

These elements affect the page loading speed and contribute to site UX. Every second counts!

Ways to improve page speed

Reduce the redirects

Note that too many redirects hamper website loading time. Also, every redirect elongates the HTTP request and response process.

Minimising CSS, Javascript and HTML

These entail optimising files by removing unnecessary spaces, characters, comments and others.

Eliminating unnecessary plugins

Too many plugins bloat the site and slow it down. Also, outdated or not-so-well-maintained plugins can render a security threat.

Some of the tools that SEO specialists can use are Pingdom, GTmetrix and Page Speed Insights.

Get your site speed using Page Speed Insights

In the page speed insight tool, we need to paste our site link and click on the analyse. Below is the screenshot for the same.

Once the tool analyses the site it will show the site speed for desktop and mobile, metrics and opportunities to improve the speed.

Featured Snippet

A featured snippet, also known as answer boxes, is a block above the organic search results. It contains a summary, the page title, the webpage link and the URL. Featured snippets are generally of three types – the paragraph, list or table.

The Paragraph Featured Snippet

This is the most common format. In this, Google extracts a text from a page to answer the query. The intent is to answer the question immediately and include additional information. This format is typical of FAQ pages.

The List Featured Snippet

This is of two types: numbered and bullets. The former is ideal for explaining processes such as recipes. The latter is typically listicles and is apt for ranking or listing items. Some instances are feature lists, best of lists and ranked items.

The Table Featured Snippet

These are deemed ideal for more dynamic data. For instance, say you are searching for car sales for a particular year.

Some of the tools that digital marketers can use are SEMRush, Ninja Tools and Rank Ranger.

Optimizing for featured snippets

• Analysing Competitors featured snippets
• Targeting question-based keywords and understanding the search intent queries
• Create better content than competitors
• Organize the content structure of the page
• Adding search intent questions in headers
• Consistently Enhancing the content to get into the featured schema

The Rich Snippet

Google display additional data with normal search results. Google pulls this data from structured data markup that you add to your website.

Types of Rich Snippets

• Organization
• Article
• Breadcrumb
• Event
• FAQ
• Video
• Local Businesses

All the above types of schema can be made using Schema markup generator tool. In the below example (snapshot) we have shown how an organization schema is made for Apexon.

In the tool, we need to add all the organization details like name, website url, logo url, all the social media links that are applicable. Once you add this detail, on the right side of the screen you will get the Json schema script that you can paste in the <head></head> section of you website.

We have just shown you the e.g. of organization schema, you can create all other schema’s using the same tool.

Linking Internal and External

Internal and external links are the soul of the internet. They connect varied pieces of content.

Internal links help search engines better understand website structures. They enable site owners, visitors and search engines to identify the most important pages. For instance, a website comprises the About Us, Resources, Products and Services sections.

External links are a way to endorse website content. These links can help cite a source, verify the information and render further context. For instance, publications can shed more light on a topic and answer additional questions.

Tips to get started with link-building

Note that most customer journeys are not linear. Hence, the call for customer journey mapping. This indicates how content types link to one another.

Ubersuggest, ahrefs are the tools that can help you to achieve the link building strategy

Link Building for your website, is the most important task for your website to gain more traffic and high domain authority.

Using Ubersuggest tool, we can get the backlinking opportunities for our site and also we can do the competitors backlink anaylsis. The competitors backlink analysis will help us to understand and get the list of site from which the competitors and getting the link. Using this list we can refine the relevant sites from that list and get the backlink form that site to our website too.

At the end of the day

Enterprise SEO helps augment the revenues of large-scale corporations. Typically, enterprise SEO is ideal for businesses with thousands of web pages. Given the comprehensive nature of websites, the Enterprise SEO strategies heed considerable time, effort and trials and tribulations.

We at Apexon connect human intent and business intelligence and put forth real-time insights and seamless communications to render stellar customer engagement.