By Taz Papoulias, head of media at Murmur Group
Enterprise SEO refers to the strategic approach and implementation of search engine optimization (SEO) practices specifically tailored for large-scale organizations or businesses with complex websites, extensive content, and multiple online properties. It encompasses a comprehensive and scalable SEO strategy that takes into account the unique challenges and requirements of enterprise-level operations.
Similarly, it usually executed for brands with multiple business divisions and marketing budgets, which need simultaneously different search goals achieved.
Unlike regular SEO, which focuses on optimizing websites for search engines to improve visibility and organic traffic, enterprise SEO involves managing and optimizing vast amounts of content, multiple domains, subdomains, and various online platforms.
The key aspects that differentiate enterprise SEO from regular SEO:
1. Scale and Complexity: Enterprises often have extensive websites with thousands or millions of pages, making it crucial to prioritize and optimize content effectively. Enterprise SEO involves developing a robust infrastructure, ensuring proper site architecture, and implementing efficient content management systems to handle large volumes of content.
2. Collaboration and Team Structure: Regular SEO efforts can typically be managed by a small team or an individual, but enterprise SEO demands collaboration among cross-functional teams. SEO professionals collaborate with developers, content creators, marketing teams, and IT departments to implement SEO best practices across various departments and ensure consistent optimization across the organization.
3. Data and Analytics: Enterprises deal with substantial amounts of data generated from multiple sources. Enterprise SEO incorporates advanced data analysis, leveraging enterprise-level analytics tools to gather insights, monitor performance, and make data-driven decisions. This includes tracking key performance indicators (KPIs), conducting competitive analysis, and utilizing sophisticated reporting systems to measure the impact of SEO initiatives.
4. Scalability and Automation: With the sheer size and complexity of enterprise websites, automation becomes essential for efficient SEO management. Enterprise SEO leverages automation tools and technology to streamline processes, such as content audits, keyword research, on-page optimizations, and technical SEO tasks. This enables enterprises to scale their SEO efforts without sacrificing quality or efficiency.
5. International and Multilingual Considerations: Many enterprises have a global presence and target diverse markets. Enterprise SEO requires addressing international SEO challenges, such as hreflang tags, language targeting, and region-specific content optimization. Effective management of multilingual websites and localized SEO strategies are crucial for enterprises operating in multiple countries.
6. Reputation and Brand Management: Enterprises often have established brands and reputations to protect. Enterprise SEO focuses not only on improving search visibility but also on managing online reputation and brand presence. This involves monitoring brand mentions, implementing online reputation management strategies, and ensuring consistent messaging and branding across various online platforms.
Funnily enough there are very few with this experience and this has been the downfall of the industry which tend to sell regular SEO strategies to those who require Enterprise level SEO or eSEO.
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Taz Papoulias is the head of media at Murmur Group. He joined the independent agency earlier this year. Papoulias has previously worked key industry agencies including Neil Patel Digital and True Sydney as its head of media and strategy.