Do you want your business to attain recognition and trust with a range of customers regardless of their current purchase intentions? An enterprise SEO strategy understands how to create a strategy that incorporates this expansion and brand awareness through a range of optimisation techniques. It takes a deep dive into your website to identify your current inefficiencies which will turn your SEO dreams into reality. There are a range of scalable techniques that can be implemented to yield desired results.
Challenge #1 – Not Losing The Credit For All Your Work…
Group assignments are arguably the most challenging part of a university degree. It starts with high hopes of task delegation and ends with an all-nighter from one student who has to do the work of four. Your group members receive attribution but you’re unable to pinpoint their contribution. The unhelpful group member in an enterprise SEO strategy is the “not provided” category that replaced the once insightful keyword data that was listed in Google Analytics.
Accurate attribution is vital for successful SEO processes. This is because attribution aims to identify the specific channels and keywords that are attracting the desired traffic. Access to this information means you can create tailored strategies around observed user behaviour and gain credit for your SEO work. This increases productivity, reduces wastage of mismarketing and as a result, encourages consumers to engage with your brand. Google Analytics once provided this wealth of information for free. Site owners could clearly identify how users found their content and what keywords were valuable. Now, a large majority of website traffic is grouped under the “not provided” keyword category.
This access was removed away in 2011 when Google started to encrypt organic search query data. The change was justified through the goal of strengthening security services. The company identified in their official blog that there’s a “growing importance of protecting the personalized search results.” However, you still have access to keyword data in Google’s Adwords if you are willing to pay for a PPC campaign.
Despite the arguably evil or pure brilliance of Larry Page and Sergey Brin (co-founders of Google), there are ways you can still get credit for your enterprise SEO efforts. While it is difficult to match the extensive user data that Google Analytics once gifted the people, here are a few tools to consider when scaling your enterprise strategy:
- Google Trends
- Google Adwords
- Google’s Search Console
- Divide “not provided” data using filters in Google Analytics
- Enlisting the help of a digital marketing agency and their extensive SEO technology
Each tool can be utilised in a slightly different way to achieve your desired outcomes.
Challenge #2 – Preserving Brand Messaging But Still Using Keywords
Your brand is often considered your baby and for good reason. You birthed an idea and then raised the idea into an enterprise business. Similar to raising a human life, mistakes will be made along the way and you can grow very protective of your brand and messaging as a result. These mistakes can instil a level of fear around implementing new strategies. This is especially true if what you are currently doing is working. Simply “working” is not always good enough and while the primary role of fear is to protect you, fear can work as shackles to your expansion.
Here are the two most common fears around implementing an SEO strategy:
Reluctance To Create New Content
Content needs to be optimised for the search engines to be seen on google. However, your SEO efforts would be wasted if the content was not useful for humans. This pressure to create engaging and informative content can be daunting when you’re not sure what to write about or if you feel you’ve exhausted your copy options. Your words can be shared in a number of different formats, from blogs and case studies to useful applications or even interview transcripts. Alternatively, you can hire a professional SEO copywriter that is equipped to engage humans and search engines.
The Additional Copy Will Butcher A Beautiful Website Design
A common misconception is that added content needs to be large blocks of text sprawled out on your homepage. Body copy can be broken up into sections with separate pages on each topic.
There are many websites that prove you can have your cake (beautiful design) and eat it too (ranking on Google as content really is king).
Here are a few examples below:
- Webjet captures your attention by listing flight prices from Sydney to Melbourne, while subtly stuffing the page with a large amount of copy. This copy is still relevant and useful to the reader as it’s a guide on what to do in Melbourne but doesn’t distract you from the product – flights.
- Both Greville Wooloowin and Rockpool Residential Aged Care have an aesthetically pleasing landing page while still holding a large body of content. This isn’t damaging the brand as the copy doesn’t appear heavy on the page. It is spread out into different sections while still engaging the interest of visitors with images.
Challenge #3 – Winning Wars With Stakeholders
Getting things approved and implemented is a critical part of enterprise SEO. Despite the awareness around how SEO can increase your website traffic, it’s often the last strategy to be implemented. Many are blinded by the bright sparkly idea of a website redesign and forget that a new website is wasted if you are not ranking on Google. SEO is considered a dark art because the concepts are complex and often confusing. However, convincing your managers and stakeholders can be the hardest part of this strategy.
Here are a few tips and tricks to assist with getting everyone on the same page:
- Think big picture – people can get stuck on the details of an idea, this creates tension if you can’t agree on the small things. In most cases, you can agree on the core ideas but this is overlooked if you are too busy sweating the small stuff.
- Don’t get attached to your ideas – the more you hold onto them, the more you can attach your self-worth to your ideas. When they are challenged, it can cause you to shut down because you are emotionally invested. Ultimately, this is counterproductive to your end goal. A way around this is having a powwow with your colleagues, this helps an idea to evolve. Additionally, it also works as practice for when you put your ideas forward to your managers and stakeholders.
- Work on an informed opinion – research your argument as well as the counterargument. Challenge your thought processes by having empathy for both sides of the conversation. By doing the work and trying to understand the potential objections, you will have courage in your convictions. This wisdom will encourage your executives to actually listen to your opinion and not just hear it.
Your stakeholders will be thanking you once an SEO strategy has been implemented and you start seeing the results. A billion-dollar business requires large-scale search engine optimisation needs and an enterprise SEO strategy understands how to create a strategy that encourages expansion and captures brand awareness. SEO specialists that will take a deep dive into your website to identify your current inefficiencies which will turn your SEO dreams into reality.
If you want to further your SEO knowledge, try reading some of these Marketing.com.au articles:
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