website design sketch with watercolors

What is enterprise SEO? It is SEO for very large complex sites. What sets it apart really is the complexity.

Keep in mind that complexity is a cost in itself. The goal is to make an impact while reducing that cost.

Enterprise websites are wonderful puzzles and here I offer a way to solve them.

A lot of the same rules apply, it just takes a higher degree of structure and organization to accommodate for the complexity. In practice you have to do a lot more research, create a road map, templates, and reasonable batch sizes to fulfill in sprints. I essence, it is SEO – content is still a top priority, backlinks still rule, and technical optimization drives user experience.

Here is a high-level road map to Enterprise SEO. I have also included some of the top tools and my approach to SEO program development.

Enterprize SEO method

This approach has five parts: research, content & backlink strategy, technical optimization, and reporting.

1. Start with deep competition research using a platform like SEMrush or Ahrefs
2. Conduct a deep content & keyword research & analysis
> Content analysis
> Keyword analysis
> Competitor content analysis
> Content gap
> Keyword gap
> Content duplication analysis
> Video content evaluation
Takeaway: Create a road map and break it into steps or batches that can be executed in monthly sprints
3. Backlink analysis and roadmap
> Backlink gap
> Toxic link audit
> Broken backlink audit
> Foundational directory links
> Brand mention audit
> Guest blog research and roadmap
Takeaway: Do technical fixes first and create a roadmap for outreach
4. Technical audits & optimization 
> Metadata basic
> Metadata deep evaluation using Search Console metrics like CTR
> Header tags
> Hreflang tag 
> Schema markup audit and game plan
> Robots.txt
> URL structure
> Site navigation 
> Internal linking
> UX & conversion funnel deep dive with Bounce Rate audit and the like
> Flow, CTAs, buttons, links, forms, you name it – A/B test non-stop
> Header & footer
> XML sitemap
> Image compression and alt tags
> 404 errors
> 301 redirects
> Site search
> Canonical tags
> HTTP links
> Site speed
> Mobile-friendliness
Takeaway: Prioritise based on impact, batch, and fit into sprints
5. Define success metrics and create monthly reporting

Enterprize SEO tools

The platforms and tools listed here are roughly in robustness order. There is a lot of overlap but you can find everything you need for enterprise SEO on this list.

  1. SEMrush: https://www.semrush.com/
  2. Ahrefs: https://ahrefs.com/
  3. Screaming Frog: https://www.screamingfrog.co.uk/seo-spider/
  4. SE Ranking: https://seranking.com/
  5. Moz: https://moz.com/
  6. Conductor: https://www.conductor.com/
  7. Botify: https://www.botify.com/
  8. BrightEdge: https://www.brightedge.com/
  9. DeepCrawl: https://www.deepcrawl.com/
  10. SEO Clarity: https://www.seoclarity.net/
  11. Content King: https://www.contentkingapp.com/
  12. Majestic: https://majestic.com/

Approach to Enterprise SEO program development

This is my take and it works for me. I think it is applicable beyond SEO whether you are standing up a program or streamlining one.

  1. Conduct deep competitive and content analysis and research
  2. Identify organic growth opportunities and technical enhancements by evaluating data and analyzing trends
  3. Create a strategic roadmap based on the latest SEO best practices to stay on the cutting-edge of the industry
  4. Break down the roadmap into goals and key initiatives and develop an execution plan
  5. Guide new product development through the entire lifecycle – from understanding customer pain points and defining the solution through development, launch, and scale
  6. Define requirements, goals, and success metrics
  7. Work with design and engineering to execute technical enhancements
  8. Provide regular SEO performance updates to key stakeholders
  9. Partner with stakeholders to ensure new features and site changes fit the SEO strategy
  10. Identify ways to achieve higher conversions while maintaining overall scalability
  11. Maintain high visual design, brand, and user experience standards
  12. Construct an operating model that aligns with goals and team capacity, and offers transparency for all stakeholders

Enterprise SEO framework

Creating a framework is only the first step. Then the real work begins. This is the bones, stay tuned for deep dives in specific areas.