The fundamentals of SEO hardly change no matter if you’re a small business or a multinational organization. With SEO we refer to creation, optimization, and framework of discovery that hardly change. It is extremely difficult to look after ten pages of a website whereas it becomes more difficult when the number of pages increases from 10 to 100.
But as the number of pages comes to 1000, it becomes a difficult scenario altogether. It is quite important to manage or keep a check on the activities of multiple content creators and teams across the organization. In recent times, it has been seen that people are failing to manage their websites and making a few enterprise SEO mistakes.
To help you in such situations, here we bring you some of the mistakes that you must avoid while ascending your enterprise SEO.
What is Enterprise SEO?
The term Enterprise SEO refers to the process of enhancing search engine ranking for a large, enterprise company. One of the most common enterprise-level SEO consists of ongoing technical SEO, automation, and scaling content.
Mistake To Avoid While Scaling Your Enterprise SEO
Avoiding Channel Optimization
While you’re working on an enterprise-level there are higher chances of your digital marketing strategy being invested into various channels. Some of these channels are SEO, paid social, paid search through which a brand has the ability to reach its targeted audience and bring them to its website.
Most of these channels come with a significant cost attached to them but when you look into the SEO’s costing for acquisition, it is quite lower. The reason behind this is that not most enterprise-level brands need to purchase various channels to increase their efforts.
One of the most common enterprise SEO mistakes is to expect a single channel to act for your entire website. It’s simply not possible for a single channel to meet the demand generation needs of the entire organization.
If we look into SEO, it has also expanded itself with the growth of non-traditional search engines like Amazon. It has altogether opened up the field and also put pressure on the need for vertical search optimization.
Talking about Enterprise SEO, it should be seen as a tool that has a greater demand among this generation toolboxes. Opportunity forecasting is something that will help find areas in your keyword strategy that will aid your brand in competing effectively in organic search.
Abandoning Enterprise SEO
Well, this is just not the scenario always but the whole concept of enterprise SEO is concerned with the website size and not just the size of the organization. Keeping these things in mind, an enterprise SEO website has almost thousands of pages spread across various categories. These various categories are such as blog articles, asset landing pages, product pages, About us, etc.
With so many pages, there arises a problem of scaling. While talking about most cases, it is simply not economical and possible to pay attention to every page of the website. So, instead of doing that, the enterprise SEOs and digital marketers will put their time and efforts into those parts of websites that hold the biggest value for the business.
Well, there is nothing wrong with opting for this strategy but, it does create a situation where you might overlook the potential areas of SEO growth or risk. The most important rule of SEO is that whatever the rules that apply today might not be applicable after a point in time.
If there is an agency that has been handled by one or more digital marketing agencies, then there are chances of having various pages if not the whole page sections that were created when the SEO standards were quite different from the present time.
If we talk about enterprise SEO level then there is quite a demand for data-driven insights that come in handy while taking important decisions and also avoiding enterprise SEO mistakes. An effective site auditing tool that could help identify and track such gaps that might not be covered in a sitemap.xml file or Google Search Console.
A Clash of Overexpansion vs Optimization
Talking about enterprise websites, they are the large ones and have a lot of history attached to them. The word – a lot of history consists of content published on the website, the redesigned sites, various product launches, site migrations, etc. With time, it’s quite obvious for the website and its content to pass through various digital marketing teams having different versions of standards and also practices.
It is quite easy to lose track of when you’re doing enterprise SEO. To avoid such a situation, it’s quite important to actively manage the sitemap.xml file and also keep a track of indexed pages in Google Search Console.
Legacy pages are the ones that have quality backlinks of various years and also the internal links that point towards them. With this the domain authority comes with an SEO tune-up, content refurbishment and a recrawl from Google and also better-ranking chances.
If you practice the process of identifying site sections and legacy content for refurbishing then it will be helpful to you for reinventing the wheel and avoid contributing to website bloat. If you connect target keywords with Preferred Landing Pages in Keyword Reporting, it will be of great help in recording to which site sections are targeting which keyword groups.
Unoptimization of Page Templates
Only if the enterprise SEO is performed on a structural level, will it be effective. It is quite essential to have a structurally sound site architecture for how content on your site is categorized and where all of your content will go live.
Most of the time, the fundamentals of on-page SEO are dominated by the templates where content goes. A template has the ability to determine the place where the H1 tagged title appears, how it will look and how the user will input the copy and edit it down the line.
Another important SEO practice is internal linking. An impactful template for an article or a blog post will consist of an on-page widget that showcases the links to related content. An enterprise organization might have scope for different types of content. So, it’s essential to have a catalog.
The most common enterprise SEO mistake is not integrated SEO with the new template designs. Another such mistake is to avoid reviewing legacy templates to make sure that they are setting up new content for long-term success.
Generally, it is seen that legacy templates were built and designed so that the present template features just didn’t exist at that point in time. It is next to impossible to avoid making enterprise SEO mistakes. One of the best ways to identify effective enterprise SEO is to look for the SEO gaps where they actually exist. Once they are found, you must elevate them and should take a lead on solving them.
As we know it is quite difficult to avoid making enterprise SEO mistakes, but by taking up some essential steps you can avoid making such mistakes. We hope this list of enterprise SEO mistakes will help you and your business to reach your decided goals.
If you have any feedback or suggestions, please feel free to write in the comments section.