Why Marketers Need Enterprise SEO

Patrick Danial Chief Technology Officer & Co-Founder
Key Points
  • Enterprise Search Engine Optimization allows Fortune 1000 brands to dominate an entire business category
  • It reaches customers at all stages of the customer journey through organic search
  • It incorporates on-page and off-page SEO, keyword research, competitive analysis and more
  • It expands and protects a brand’s existing search footprint against algorithmic fluctuations
  • It builds a foundation for effective response in the event of a future reputation crisis

What is Enterprise SEO?

Enterprise SEO is a strategic approach founded on your brand’s goals as a business, your website’s unique position within the landscape of Google search, and the larger context of Google’s current capabilities and evolutionary trajectory.

It avoids the common pitfalls of conventional SEO programs and allows a brand to dominate an entire business category, reaching customers at all stages of the customer journey through organic search.

A well-executed Enterprise SEO program also protects a brand’s existing search footprint against fluctuations in Google’s algorithm and builds a foundation for effective response in the event of a future reputation crisis.

Ready to discuss an Enterprise level SEO strategy for your brand? Contact us to set up a call.

Mapping keyword spaces: organic search and the customer journey

In the early days of search, SEO companies optimized content for individual keywords. But Google’s understanding of search terms evolved as the company introduced Hummingbird query architecture and the RankBrain machine learning algorithm.

The search engine is now able to understand semantic relationships between words and phrases. It also interprets the intent behind a search rather than simply matching the exact keywords within a document.

While most SEO companies are intimately familiar with both Hummingbird and RankBrain, old habits die hard. Most of today’s SEO programs still target single keywords or small categories directly aligned with specific products.

They either look through a microscope at the expense of the bigger picture, or they take a holistic approach that may provide some broad lift but is unable to move the needle on more competitive—and more valuable—terms.

Both of these approaches make some sense given the challenges of performing scaled SEO, particularly off-page SEO, as links remain one of Google’s most important ranking signals.

However, those strategies ignore larger opportunities to capture traffic throughout the funnel, including research-based keywords. As a result, competitors might steal potential customers away before they even encounter your brand.

Branded search deserves just as much attention as non-branded.

Terakeet’s Enterprise SEO strategy targets not just these broad categories of keywords—research, product/service, and brand—but also the valuable overlap between them.

enterprise SEO keyword categories in the buyers funnel

While specific searches may be more likely to result in a purchase than others, a search in any category is a chance to showcase your brand to a potential customer.

In the end, it’s much easier to predict and influence outcomes when you control the entire purchase funnel.

The benefits of Enterprise SEO

Because of its broad, holistic application, Enterprise SEO delivers value to your business in a variety of ways. While some of the benefits are obvious, others are less so.

Dominate a keyword vertical

The primary advantage of an enterprise SEO strategy is that it presents your brand to searchers at every stage of the customer journey. As a result, your company becomes a trusted, familiar resource for consumers.

It’s naturally tempting to focus SEO efforts on product and category pages that directly drive revenue. But that won’t build trust with potential customers—and leaves the door open for competitors to do so.

What’s worse, it also leaves a brand vulnerable to online reputation issues, such as bad reviews, which may cause consumers to have second thoughts when they’re making a final purchase decision.

A balanced approach

Enterprise SEO offers the best of both worlds. It provides a holistic approach to content creation and on-page optimization coupled with highly targeted influencer outreach. When paired together, these strategies can be broadly impactful across the most lucrative pages and most competitive keyword terms.

This approach earns a site organic traffic from a wide range of keywords. You’ll dominate large, competitive head terms as well as lower volume long-tail keywords. While unpopular searches may seem insignificant, their aggregate search volume can actually exceed that of head terms.

Enterprise SEO as a holistic solution.

Technical SEO + scaled link acquisition

Optimizing holistically alongside scaled link building has additional advantages:

  • It ensures no SEO value is lost due to poor on-page implementation. As a result, you’ll efficiently distribute link value to maximize the impact of your outreach.
  • On-page and content optimizations can help an article or evergreen resource page rank for a broad array of low-competition keywords. In fact, it’s often possible to rank an informational page based solely on quality and relevance of content, without direct links from external publishers.
  • Informational pages can also be used as collateral in strategic outreach campaigns. A team armed with our enterprise SEO technology and expertise can acquire targeted backlinks to high-value pieces of content.

The combined impact of this holistic approach pushes your pages into prime ranking positions ahead of your top competitors.

CASE STUDY: SHARE OF VOICE

share of voice case study
Weekly Visibility

Our holistic Enterprise SEO strategy dramatically increased share of voice in the search engines for a newer website in a competitive industry. Our strategy focused on highly-targeted content, high-quality link building, and clean site architecture. Combined with a core Google algorithm update, our client’s site was rewarded with a surge in visibility across 1,574 keywords, 264.28% traffic growth and 263.10% user growth.

Protect your brand

Branded searches are common throughout the customer journey. However, they’re most concentrated—and valuable—on the tail end. That’s because consumers have found a possible solution and they’re researching brands and products.

Branded searches typically return a mix of different results. You frequently find web properties that brands control (e.g. website, social media profiles) and as well as third party content (e.g. reviews, Wikipedia pages, news articles).

enterprise SEO impacts branded search CTR
Results throughout page one of Google search results receive attention and clicks.

While the top results generally still earn the largest individual share of traffic, positions throughout page one earn clicks. Furthermore, non-click impressions can be extremely valuable for shaping the perception of your brand. Just as people skim newspaper headlines, they skim the search results before they ultimately decide what to read.

Particularly in today’s era of clickbait, articles can have misleading headlines that affect how people think about a company. So if you want to control your online narrative and to protect brand equity then you need to control your search results.

To do so, you must shore up your search landscape with owned properties and preferred content from other sites (e.g. positive editorial reviews).

Enterprise SEO proactively expands your digital footprint and positions you to mitigate sales losses and speed up recovery in the event of a crisis.

CASE STUDY: OWNING BRANDED SEARCH

branded search case study

Company A is a well-known financial/investment brand. The business’s website is a top lead generation channel, but negative articles within the brand’s search results caused leads to drop off. Company A approached Terakeet to improve their online reputation and increase search visibility. Twelve months of site optimization and link building dramatically improved brand sentiment and seized substantial search market share.

Enhance your other marketing efforts

It’s difficult for SEOs to get organizational buy-in, which is why traditional programs tend to be narrowly focused. The enterprise approach, however, requires buy-in and integration across teams in order to maximize impact. As a result, Enterprise SEO can boost company-wide efforts, including branding, marketing, paid search (SEM) and web development.

What Enterprise Search Engine Optimization Does

Enhances the effectiveness of paid ads by increasing SERP coverage

Seeds relevant keywords within PR placements to naturally pass SEO value

Amplifies digital marketing initiatives, such as social media campaigns, to micro-influencers with dedicated followings

Works with your design and development team to enhance user experience and boost engagement metrics that may help search performance

Improves brand and executive reputations

Enterprise SEO establishes clear lines of communication and defines workflows. It also minimizes friction improves efficiency by prioritizing and aligning disparate efforts. Ideally, an Enterprise SEO program operates independently while still complementing the efforts of other departments.

Case Study: Benefits of Holistic Integration

Company B is a brand with a rich history in one of the most competitive niches on the Internet. Terakeet implemented a Facebook retargeting campaign to maximize the value of organic traffic. The goal was to stay top-of-mind for those who had already visited but hadn’t yet converted.

Over the course of the campaign we generated an additional 1,500 sessions/month. Further, the campaign also drove an average of 25 additional highly-qualified conversions per month. This demonstrates how a quality SEO campaign can increase the potential for all marketing channels.

Preserve share of voice in organic search

Google constantly updates its methodology to deliver better search results. At the same time, search behavior continues to evolve due to the rise of voice search and personal assistants like Google Home. Organic search delivers long-term results if brands keep up with shifts in algorithms and user behavior.

Yesterday’s SEO tactics may cause tomorrow’s problems.

Terakeet’s Enterprise SEO takes a long view of search success. We create tactics to support future business objectives rather than targeting short-term wins. At the same time, our strategies account for Google’s stated search goals as well as historic algorithm updates to build immunity against future shifts.

While nobody can predict what Google will do next, the evolution of its search engine has been philosophically consistent. And while Google is frustratingly coy about specific search signals, it’s quite transparent about one thing: giving people what they want when they want it. Thus, a forward-thinking SEO program should prioritize user experience and content quality over attempting to game the system.

This is, of course, easier said than done. It requires vastly more integration between the brand and its SEO provider than a typical vendor-client relationship.

Enterprise SEO is a partnership

Google’s understands better than ever how a visitor would interpret the page. As a result, SEO now requires a multidisciplinary team of experts to integrate with stakeholders across the customer’s UX, branding, content, and other departments. Those points of interface go far beyond the interactions of a traditional SEO project.

Most SEO agencies are not set up, nor is their workflow designed, to support this high level of integration. Unfortunately, if your SEO agency is a vendor, not a partner, the cards will be stacked against you.

Case Study: Weathering Algorithm Updates

Google makes hundreds of changes to their algorithm every year. When it happens, even the most carefully managed websites could lose organic search visibility.

Such was the case for a Terakeet client following an algorithm update widely believed to revolve around site quality. As evidenced in the chart below, we focused on overall site quality, user experience/engagement, and content improvements across the website to recover from these changes.

Remember, Google’s job is to efficiently deliver the perfect information to their users. The best approach for website owners and SEOs is to make sure their site consistently delivers when called upon.

Maximize content marketing effectiveness

There are many preventable reasons that cause a content strategy to underperform in search. The two most common issues are a failure to target keywords and/or misalignment between content and search intent.

Even the largest brands that devote substantial resources to content production make those mistakes. Enterprise SEO solves both of these problems without sacrificing the voice or integrity of the brand.

An Enterprise SEO team can help develop a new content production workflow, or seamlessly layer keyword targeting and optimization guidance onto an existing content planning process.

Have you already identified relevant keywords but been unable to rank for them? Your content might be misaligned with search intent.

For example, many brands attempt to rank a product page for an informational query rather than a transactional term. Likewise, they may publish an article that barely skims the surface of an in-depth informational search term.

Duplicate content is also a problem for many large-scale, enterprise sites that serve multiple versions of the same page.

A smaller site with well-optimized content can outperform large enterprise websites without an SEO strategy.

Terakeet’s Enterprise SEO solution systematically works through a site’s existing content. We optimize technical elements and provide guidance for keyword mapping and search intent alignment.

For key pieces of content associated with high-volume keywords, targeted outreach can help overtake competitors.

Case Study: Content Enhancement and Pruning

In a highly competitive niche, Terakeet found Company C had significant website bloat. Thousands of pages contained low-quality, thin content that provided little to no value within the search landscape.

Terakeet determined which pages to update, which to consolidate and which to remove altogether. Ultimately, we removed over 50% of the bloat which boosted ranking positions for priority terms.

Find candidates for paid influencer initiatives and affiliate programs

The world of influencer marketing is an iceberg. At the top, a small group of mega-influencers command the lion’s share of digital marketing dollars. But brands often encounter the same influencers whether they’re connecting through a marketing agency, a platform, or striking out on their own with their in-house marketing team.

Conversely, Enterprise SEO relies on grassroots, unpaid influencer marketing campaigns to generate the natural backlinks that drive SEO value.

During an unpaid Enterprise SEO campaign, we often surface many micro-influencers that want to work with the brand as part of a sponsored campaign or affiliate programs. This is an incredible value-add that helps to feed a brand’s influencer marketing pipeline.

Case Study: Feeding Affiliate Programs

While performing outreach, Terakeet receives compensation requests from influencers who want to work with the brand, but who require compensation or product in exchange.

On a recurring or as needed basis, Terakeet compiles influencers’ compensation requests for brands to leverage for their affiliate program. Brands review the influencers to determine if they are a good fit for the affiliate program or even a sponsored post.

Terakeet can then respond to the compensation request and introduce the influencer to the brand’s affiliate program or connect the influencer with the brand directly to discuss a sponsored post.

Conclusion

The modern online world brings tremendous challenges alongside tremendous opportunity. Established brands must fend off challengers while coping with rapidly changing consumer behavior.

The fragmentation of the customer journey that began with the internet and accelerated with mobile and now voice search means a brand must have a presence at all stages, with as many potential touch points as possible. In parallel, search technology and user behavior is evolving just as rapidly, yielding a need for forward-thinking, integrated SEO strategies.

Brands can’t rely on SEO tools and enterprise SEO platforms alone or they will be left behind. Given the proper partner and organizational buy-in, Enterprise SEO will protect a brand’s existing search visibility while expanding your bottom line.

Is Your SEO Strategy Built For The Future?Effective SEO is not a one-size-fits-all challenge. Give us a shout to discuss an Enterprise solution for your brand.Let’s Chat