Enterprise SEO Keyword Research – Insights That Cut Through the Complexities
Enterprise SEO is the set of strategies and tactics employed to improve the search engine rankings for very large companies. Typically, these are Fortune 500 companies with large e-commerce websites comprising 10,000 pages or more. These companies tend to have footprints in multiple locations or multiple websites dedicated to divisions or brands. The most significant difference between conventional SEO and Enterprise SEO is the scale involved. The sheer volume of web pages, technical issues, links, etc., makes it impossible for the usual SEO techniques to do a good job. Some keyword research tips you can implement to drive your enterprise-level SEO:
Filter Keywords Using Insights Provided by Crawler Tools
It seems elementary, but many people ignore the importance of knowing how your website compares against the leading competition. It is even more important in the case of enterprise companies because they are likely to be facing more intense competition than SMEs. You can find the most important keywords your competition uses with the help of analytics tools like Semrush or Screaming Frog. In addition to discovering what works well with them, you will be able to find out gaps you can successfully occupy. If you filter out branded keywords, you can focus better on words and phrases more relevant to the subject. You should prioritize keywords by the search volume rather than the current rank. While search volume is not necessarily the only parameter you should look out for, it does indicate the potential for pursuing it. You should appreciate that the higher the keyword volume, the larger the potential of upfront benefits, especially for niche keywords.
Facilitate Research by Segmenting the Website
When you want to optimize a website with thousands of pages and topics, there is nothing better than to break down the research process. It helps to make it easier to manage. By segmenting the website, you will be able to focus better on the different subjects and also, at the same time, find it easier to distribute the workload among your team members. To start, you should try to outline the main points you want to map. These typically include questions like what the business offers, where it is located, and what problems the products and services address. Once you have done the segmenting, you can continue your research just like you would with a much smaller website. Also prefer to study an online marketing resource guide.
Examine Top Page Two Rankings
While all businesses benefit a lot by chasing low-hanging fruit, achieving easy rankings for certain keywords is more achievable when the company is large. Typically, the website is older, and it is likely to have acquired several thousands of high-quality backlinks. Instead of chasing Page 1 rankings, which is a difficult task at the best of times, you will do well to identify the keywords website ranking at the top of Page 2 and optimize your content accordingly. You will get quicker results and also the support of the top management that typically wants to see quick results. If you can optimize content using the Page 2 keywords to get you onto the Page 1 listings, you will find getting internal support for sustained SEO easier. Considering that Forbes says that over 90% of traffic goes to websites on Page 1, it is not hard to figure out why this strategy can help.
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Identify Pages with the Right Keywords but Have Thin Content
It is likely that the enterprise business website is large and has a large number of sub-domains or folders. Rather than adding more web pages and making the website larger, you should examine the website to find pages with thin content that you can work on to improve quality. While you cannot replace human judgment, using content tools like DeepCrawl can help you to identify pages that can benefit from the addition of more in-depth content. It will help users to find value and boost search rankings.
Ask Customers for Feedback
The biggest advantage of a large business over its small counterparts is that it has many more customers. It is vital to strategically leverage this advantage to ask your customers their opinion and experiences of using your products and services as well as other aspects like after-sales service, shipping, warranty, returns, and much more as much as possible. Of course, before you initiate some kind of feedback gathering initiative, you must make sure that you have the infrastructure required to collect, store, and analyze the information. Typically, an advanced CRM solution will be at the heart of the feedback and market intelligence gathering exercise that helps you to identify what your customers like and don’t like about you. By understanding customer pain points well, you can generate fresh topics to build your content on and drive rankings.
Identify Globally-Used Keywords
Since most enterprise businesses operate in multiple countries and have their websites in the local languages, you can try to identify keywords that people from around the globe use to open up new possibilities to drive your SEO strategy. The trick is to separate web pages or websites in languages other than English and revisit them later. You will benefit by working with the sales and marketing teams in those countries for optimizing the local website. Scrutinize the content of your English website to find content that you can replicate in another language and also identify content that is not likely to resonate with consumers of a particular country. It is vital to look for issues specific to the country or region because it is an opportunity to leverage them for getting closer to the target audience. You can optimize the content for a single country and monitor its performance.
Even though you may assume that your size does not make it necessary to consider smaller businesses in your niche, examining the content strategy of some of the more successful ones can be illuminating. Also, search for content using branded keywords so that you can address brand image and business reputation issues appropriately. Doing keyword research for an enterprise business website may seem overwhelming but breaking down your strategy into smaller and more manageable segments is likely to be more productive.
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