Why You Need an Enterprise SEO Strategy – Here’s Why #151
Acme Grommets is in trouble and the CEO is not happy. They’re a huge company, but they didn’t take the time to build an enterprise-level SEO strategy, and now their sales are tanking! Find out what happened in the video.
In this episode of our popular Here’s Why digital marketing video series, Stone Temple’s Eric Enge describes the unique challenges of SEO at the enterprise level, and why larger companies need to pay special attention to SEO.
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Mark: Eric, for many years now, you’ve written and talked about SEO as a general topic. In fact, one might say you wrote the book about it. I mean, lead co-author of “The Art of SEO.” So why should we think about SEO at the enterprise level as being anything special?
Eric: Mark, senior execs at large companies have a lot of different needs competing for their limited budget, and SEO is only one of them. And since it’s little understood outside the SEO world, it may not get the priority it deserves.
And in a large company, executives may figure their brand is so large that Google will just naturally send them traffic, but, of course, it’s a lot more complicated than that. So SEOs at enterprise companies have some special challenges if they want to be successful.
Mark: I can see that. Then let’s get into why SEO matters for an enterprise-size company.
Why Does SEO Matter for Enterprise Companies?
Eric: It matters a lot because people go to a search engine with very strong intent, and ranking high for queries when they are in the process of researching or purchasing something they want to buy can mean huge revenue for your company. Those are opportunities you just don’t want to leave to chance.
Then there’s the competitive situation. If your competitors are doing effective SEO and you aren’t, inevitably they’re going to start getting more and more of the traffic that should have been yours.
Mark: And so it matters to the bottom line.
Eric: It can matter a great deal. SEO ends up being a very high margin activity. So failing at it means not just lost incremental revenue, but lost incremental profit.
Mark: So given the stakes, what are some things you think enterprise SEOs in particular need to give their attention to?
Eric: Great question.
- Realize that Google does have limitations. It’s far too easy to create pages it can’t understand or won’t crawl an index. And if Google deems your content is poor in quality, it gets ignored.
- Realize that the search environment is constantly changing and you need to keep up. Just because you’ve implemented some optimizations a while back doesn’t mean you’re in good shape forever. You’ve got to keep on top of what Google is up to, and constantly be measuring and testing your effectiveness.
- Realize that if you do the wrong thing, you get penalized by Google. If companies like BMW and Overstock can be penalized, so can you. There’s a significant upside to doing SEO well. Done correctly, SEO can be a high ROI investment because it brings well-targeted traffic, visibility, and revenue to your business.
Mark: Thanks, Eric. Our readers really should check out your post on our blog about the unique challenges of enterprise SEO.
Don’t miss a single episode of Here’s Why with Mark & Eric. Click the subscribe button below to be notified via email each time a new video is published.
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See all of our Here’s Why Videos | Subscribe to our YouTube Channel