Unlocking Enterprise SEO Secrets: Lessons from Expedia and ABC News

Table of Contents

1. Introduction
2. The Challenges of Enterprise SEO
3. The Two Biggest Problems in Enterprise SEO
4. Dealing with a Large Number of Pages 4.1 Applying a Different Toolset 4.2 Magnifying the Challenges of Normal SEO
5. Dealing with Multiple Stakeholders 5.1 Internal Politics and Diplomacy 5.2 Getting Buy-in from C-Level Executives
6. The Experience and Expertise of the SEO Professional 6.1 Years of Experience in Enterprise SEO 6.2 Adapting to Daily Changes in Requirements and Challenges
7. A Six-Step Plan for Enterprise SEO Success 7.1 The Discovery Phase 7.2 Informing and Training 7.3 Small Wins or Quick Wins 7.4 Focusing on Bigger Projects 7.5 Analysis and Reporting 7.6 Repeating the Cycle
8. The Future of SEO and the Internet 8.1 The Increasing Importance of Rich Content 8.2 Producing Compelling Video and Creating a Community 8.3 Maturing as a Market and Brand
9. The Role of Content in SEO 9.1 Content as a Must-Have 9.2 The Technical Aspects of Content 9.2.1 Rich Snippets and Schema.org 9.2.2 Author Tagging and Verified Content
10. The Importance of Mobile and the Integration of SEO and Social Media 10.1 Mobile Consumption Exceeding Desktop Consumption 10.2 Emphasis on Verified Content and Social Integration 10.3 The Future of SEO in a Mobile and Social World

The Challenges of Enterprise SEO

Enterprise SEO presents unique challenges that set it apart from regular SEO practices. With websites consisting of millions or even tens of millions of pages, the scale of problems faced in enterprise SEO is significantly magnified. In addition to dealing with such colossal websites, enterprise SEO professionals also have to navigate the complex internal dynamics of large organizations, which involve multiple stakeholders and intricate internal politics.

The Two Biggest Problems in Enterprise SEO

When it comes to enterprise SEO, there are two primary obstacles that SEO professionals must tackle. The first challenge lies in managing websites with an extensive number of pages, often referred to as the "800-pound gorilla." The magnitude of this challenge is thorny, as the problems faced in regular SEO are amplified on a massive scale. Thus, a different set of tools and techniques is required to address the unique needs of enterprise SEO.

The second, and often unspoken, challenge in enterprise SEO is dealing with the multiple stakeholders involved. The SEO professional must navigate the internal politics of the organization and gain buy-in from c-level executives to implement necessary changes. While the technical aspects of SEO may not be overly complicated, navigating the internal dynamics and diplomacy required within large companies can be daunting and time-consuming, making it a crucial aspect of the SEO professional's role.

Dealing with a Large Number of Pages

Applying a Different Toolset

To effectively manage and optimize massive websites, enterprise SEO demands a different toolset compared to regular SEO practices. The sheer scale of these websites necessitates sophisticated tools and technologies that can handle the volume and complexities involved.

Magnifying the Challenges of Normal SEO

Normal SEO challenges, such as ensuring proper crawling and indexing, optimizing on-page elements, and building high-quality backlinks, are magnified in enterprise SEO. With millions or tens of millions of pages to consider, these challenges become exponentially more complex. SEO professionals must find innovative solutions to address these challenges and ensure optimal performance across the website.

Dealing with Multiple Stakeholders

Internal Politics and Diplomacy

One of the less-discussed aspects of enterprise SEO is the need to navigate the internal politics and diplomacy within large organizations. As multiple stakeholders and departments are involved, aligning priorities and gaining consensus becomes a critical aspect of implementing SEO strategies. Negotiating internal dynamics and fostering productive relationships are essential for successful enterprise SEO.

Getting Buy-in from C-Level Executives

Implementing SEO strategies in an enterprise setting often requires approval and support from c-level executives. Convincing them of the value and impact of SEO initiatives can be a challenge. SEO professionals must present a compelling case and demonstrate how SEO aligns with the organization's goals and objectives. Effectively communicating the benefits and potential results is crucial in gaining the necessary buy-in.

The Experience and Expertise of the SEO Professional

Years of Experience in Enterprise SEO

Enterprise SEO is a specialized field that requires a deep understanding of the unique challenges and requirements it entails. SEO professionals with years of experience in enterprise SEO have honed their skills in navigating the complexities of large websites and managing internal dynamics within organizations. Their experience allows them to anticipate potential hurdles and implement effective strategies.

Adapting to Daily Changes in Requirements and Challenges

SEO is a constantly evolving field, and enterprise SEO is no exception. The landscape of search engine algorithms, user behavior, and competition is ever-changing. An effective enterprise SEO professional embraces this dynamic nature and stays updated with the latest trends and best practices. This adaptability is crucial to staying ahead in the market and achieving long-term success.

A Six-Step Plan for Enterprise SEO Success

Successfully implementing SEO strategies in an enterprise setting requires careful planning and execution. Following a systematic approach can help ensure a comprehensive and effective SEO program. Here is a six-step plan to achieve enterprise SEO success:

The Discovery Phase

The first step in enterprise SEO is to conduct a thorough discovery phase. This involves understanding the organization's structure, departments, and available tools. It is essential to assess the content management system (CMS) being used and identify any limitations or opportunities it presents.

Informing and Training

Once familiar with the organization's structure and tools, the SEO professional's role expands to informing and training stakeholders. This process includes educating them about the benefits of SEO, the importance of visibility and branding, and how SEO can drive organic traffic and enhance the user experience. Tailoring the message to different departments and individuals is crucial to gaining their support.

Small Wins or Quick Wins

To build momentum and demonstrate the value of SEO, focusing on small, achievable projects is key. These quick wins can have a significant impact on the website's performance and visibility. Examples of such projects include optimizing page titles at scale, implementing template optimizations, or addressing technical issues that affect a large number of pages.

Focusing on Bigger Projects

Once the initial quick wins are accomplished, it is time to shift focus to more substantial projects. These projects address broader aspects of SEO and can have a substantial impact on the website's overall performance. Examples include video optimization, mobile SEO, implementing rich snippets and microformats, and developing an editorial calendar.

Analysis and Reporting

As the SEO initiatives progress, it is essential to continuously track, measure, and analyze their impact. This involves implementing robust analytics tools, monitoring key performance indicators (KPIs), and reporting on the progress and results achieved. Analyzing the data allows for identifying successful strategies, refining approaches, and making data-driven decisions.

Repeating the Cycle

SEO is an ongoing process, and continuous improvement is necessary to maintain and improve search visibility. After completing a cycle of discovery, informing, implementing, and analyzing, the SEO professional must begin the process again, focusing on new opportunities, addressing challenges, and adapting to changes in the industry and organization.

The Future of SEO and the Internet

The Increasing Importance of Rich Content

The future of SEO is closely tied to the evolution of the internet. With advances in technology and increased bandwidth, the richness of online content is becoming paramount. Search engines, such as Google, are favoring content-rich websites over those with repetitive, low-quality content. SEO professionals must adapt by focusing on producing compelling and engaging content that drives user engagement, encourages sharing, and builds a loyal community around the website.

Producing Compelling Video and Creating a Community

Video content is becoming increasingly important in SEO. As bandwidth constraints recede, videos provide an immersive and engaging experience for users. SEO professionals should explore ways to incorporate videos into their content strategy, create video-rich experiences, and leverage their impact on search rankings. Additionally, building a strong community around the website, fostering user-generated content, and encouraging social sharing can enhance the website's visibility and overall SEO performance.

Maturing as a Market and Brand

SEO as a strategic discipline has matured over the years. It is no longer a peripheral activity but a crucial aspect of brand building and market success. Brands that recognize this and invest in optimizing their online presence will thrive in the competitive landscape. On the other hand, relying solely on outdated approaches, such as generic product descriptions, will lead to diminished market share. The maturation of the market calls for a shift in mindset and a commitment to delivering high-quality, relevant content that aligns with user intent and enhances brand reputation.

The Role of Content in SEO

Content as a Must-Have

Content has always been a critical component of SEO, and its importance continues to grow. In the past, websites could rely on backlinks alone to achieve high search rankings. However, search engines now prioritize high-quality, relevant, and original content. SEO professionals must align their strategies with this shift, focusing on creating valuable content that addresses user needs, provides unique insights, and offers a superior user experience.

The Technical Aspects of Content

Rich Snippets and Schema.org

One of the technical aspects of content optimization is leveraging rich snippets and schema.org markup. Rich snippets provide additional information and context in search engine results, enhancing visibility and driving higher click-through rates. Schema.org markup helps search engines understand the content better, enabling more accurate indexing and classification. By implementing these technical elements correctly, SEO professionals can improve the visibility and presentation of their content in search results.

Author Tagging and Verified Content

Another emerging trend in SEO is the emphasis on author tagging and verified content. Google and other search engines are placing increasing importance on content that can be attributed to verified authors. This authority signals credibility and enhances the visibility of content in search results. SEO professionals should leverage author tagging, Google+ profiles, and social media integration to establish and promote their content as verified and authoritative.

The Importance of Mobile and the Integration of SEO and Social Media

Mobile Consumption Exceeding Desktop Consumption

The proliferation of smartphones and tablets has led to a significant shift in user behavior. Mobile consumption of online content now exceeds desktop consumption. SEO professionals must adapt their strategies to cater to mobile users effectively. Mobile SEO, responsive design, and mobile-friendly user experiences are essential to capturing and retaining mobile traffic.

Emphasis on Verified Content and Social Integration

The integration of SEO and social media is becoming increasingly important. Verified content, as mentioned earlier, signals credibility to search engines and users alike. SEO professionals should focus on integrating social media platforms and SEO efforts, leveraging social sharing and engagement to enhance search visibility. The synergistic relationship between social media and SEO can amplify the impact of content promotion and help build a loyal audience.

The Future of SEO in a Mobile and Social World

As technology and user behavior continue to evolve, SEO professionals must stay ahead of the curve. The importance of mobile optimization, verified content, and social integration will only increase. SEO professionals should embrace these shifts and develop strategies that align with the evolving digital landscape. By anticipating and adapting to changes, they can ensure ongoing success in the mobile and social world.

FAQ

Q: How long does it take to see results in enterprise SEO? A: The timeline for seeing results in enterprise SEO can vary depending on several factors such as the size of the website, the competition in the industry, and the resources allocated to SEO initiatives. While some quick wins can yield noticeable improvements in a relatively short time, achieving significant SEO success often requires a long-term commitment, involving continuous optimization and adaptation.

Q: How can SEO professionals gain buy-in from c-level executives? A: Gaining buy-in from c-level executives requires effectively communicating the value and impact of SEO initiatives. SEO professionals should present a clear and compelling business case that aligns SEO goals with the overall organizational objectives. Demonstrating the potential return on investment, highlighting competitor analysis, and providing case studies can help get executives onboard with SEO strategies.

Q: What is the future of SEO in terms of voice search? A: Voice search is an emerging trend that is poised to reshape the SEO landscape. As voice assistants and smart speakers become more prevalent, optimizing for voice search will be crucial for maintaining organic visibility. SEO professionals should focus on understanding user intent and developing content that aligns with the conversational queries prevalent in voice search.

Q: How can SEO professionals stay updated with the latest trends and best practices? A: Staying updated with the latest trends and best practices in SEO requires continuous learning and a commitment to professional development. SEO professionals should regularly attend industry conferences, webinars, and workshops, and actively engage with the SEO community through forums and social media. Following industry thought leaders and reading reputable SEO publications can also help stay informed.

Q: What impact does website speed have on SEO performance? A: Website speed plays a crucial role in SEO performance. Slow-loading websites can negatively affect user experience, increase bounce rates, and lead to lower search rankings. SEO professionals should prioritize optimizing website speed by minimizing server response time, compressing images, and leveraging caching techniques. Improving website speed not only enhances SEO performance but also leads to a better user experience.