Your company may have established a strong presence online. You’ve optimized your website, blog and social media pages for search engines. And you’ve even set up Google Analytics to track your traffic and SEO performance. But if you want your online presence to drive real business results, you need to implement an enterprise SEO strategy that goes beyond basic visibility. That’s because in today’s digital landscape, it’s not enough to simply be found when potential customers are looking for the goods or services you offer. Instead, your business needs an end-to-end strategy that prioritizes discoverability of your brand and products across all relevant search engines, directories and websites as well as a comprehensive digital marketing plan that incorporates all the best practices related to both your website and third-party sites like blogs, vendor review sites and industry forums.
Defining an Enterprise SEO Strategy
The first step in creating an enterprise SEO strategy is to decide what your goals are and what your core objectives will be. This will help you identify the potential business challenges you’ll need to overcome and the key areas where you’ll need to focus your efforts to drive real results. While most business owners are clear on the need to rank high in search results and drive more traffic to their website, not everyone realizes that implementing an enterprise SEO strategy that’s designed to go far beyond basic visibility requires a serious commitment of time, money and resources. Your strategy should reflect your company’s size, objectives and goals. Corporate SEO campaigns typically demand significant resources, including skilled in-house SEO teams or a significant investment in outsourcing services. But, even if you have the budget for such an ambitious undertaking, you’ll want to start with an enterprise SEO strategy that’s built on the following four core pillars.
Make Content a Core Part of Your Strategy
The first pillar of any robust SEO strategy is content. On the surface, this might seem straightforward. After all, your content is the foundation of your website. So, if you want to rank high in search results, you need to produce a high-quality website with great content that’s optimized for search engines. But creating relevant and engaging content is more than just slapping a few keywords into an article and hoping that will be enough. Instead, your strategy should focus on creating high-quality content that’s highly relevant to your audience, complemented with a strong editorial calendar that focuses on publishing new content regularly. That doesn’t mean you have to create all your own content. Instead, you can draw on a range of content creation strategies, including repurposing your existing articles, guest posting, creating your own content or outsourcing the creation of content to a creative agency.
Define your Brand’s Voice and Tone
The second pillar of any enterprise SEO strategy is your brand voice and tone. Your brand is your identity. It’s how your customers see you. What they associate with you and your organization. Your brand identity is comprised of many different elements, including your logo, your tagline, the type of images you post and your overall tone of voice. All of these things play a critical role in how customers perceive your organization and what they’ll expect from your services. While logos and taglines are important branding elements, many companies overlook the role of voice. But your tone of voice is one of the most important aspects of your brand identity. It can help you stand out from your competitors, connect with customers and drive new business.
Strengthen Your Website’s User Experience
The third pillar of any enterprise SEO strategy is your website’s user experience. This includes both the functionality of the site and the way your website is designed. Your website’s functionality includes how easy it is for customers to use your site and the overall user experience. For example, it’s important to simplify your site’s navigation and avoid adding extra steps that create friction and add time to the purchase process. Your website’s design, meanwhile, relates to the overall aesthetics of your site as well as the visual design elements, including the color scheme, the font and the images used. All of these elements play an important role in your ability to rank in search results, but they also have an influence on your brand identity. Your website’s design, functionality and ease of use are all important elements of your company’s identity. They can help you connect with customers, strengthen your brand and drive new business. That’s why it’s important to put attention and effort into the design and functionality of your site.
Put Tracking and Analytics at the Center of your Strategy
The final pillar of any enterprise SEO strategy is tracking and analytics. The ability to measure and analyze your performance is crucial. It allows you to identify areas where you can improve and find new opportunities for growth. You need to understand how visitors are using your website, where they’re coming from and what content they’re consuming and where. That’s only possible if you’re tracking the key metrics for your website traffic, including your website’s traffic sources, the number of visitors and the path they take through your website. You also need to track the key metrics for your content. That includes tracking the topics you write about as well as the number of times your articles are shared and the number of links they receive. Put tracking and analytics at the center of your strategy. It will help you understand how you can optimize your website and content to drive more traffic and leads to your site.
The world of digital marketing is always evolving, and it’s crucial for companies to stay ahead of the curve by implementing a robust SEO strategy that goes beyond basic visibility. That means your strategy needs to focus on more than simply creating a website and posting content. Instead, it needs to incorporate four core pillars: creating great content, strengthening your brand, improving your website’s user experience and putting tracking and analytics at the center of your strategy.