If you're a marketing executive at a larger company and you're tired of being outranked by smaller businesses, we can help! Blue Corona has helped a number of enterprise organizations achieve their deserved place in the organic search results - measurably increasing traffic, leads, and sales from non-branded organic search queries. From technical and comprehensive website audits and competitor analyses, to consulting and ongoing content marketing, whatever your enterprise SEO need, we can help!
Contact us today for a free consultation and website analysis.
Common Enterprise SEO Challenges
Three things are required to rank well organically. First, you need a website that is coded and structured in a way that makes it easy for the search engines to find, read, and index. Second, you need (volumes) of unique, relevant, and remarkable content. Your content must provide value to your visitors and answer the questions implied by their search query. Third, your overall web presence must establish your company as an authority - a leader in your industry. While enterprise companies typically have no problem getting links from media websites, vendors, suppliers, partners, etc., they frequently struggle with website structure and content.
Code and Site Structure Issues
Many enterprise websites are massive in size. Often different sections of the site are managed by different autonomous divisions. Getting everyone to adhere to certain standards can feel like herding cats. Creating a unified strategy can be incredibly laborous. At the same time, this is exactly what is required to create a foundation for (arguably) the most important aspect of SEO - relevant content. Blue Corona has had great success convincing various divisions of large organizations to come together in a unified fashion. When we perform an enterprise SEO audit, the data produced provides a quantifiable justification for changes that might otherwise be viewed with great skepticism.
Content Challenges Conquered
Think your website has plenty of content? Most marketing managers are quick to respond, "YES!" If you think your enterprise website has a great deal of content, but you're being outranked by smaller companies, an alarm should go off in your head. Lack of content should not be the reason a large association, non-profit or Fortune 500 / 1000 company does not rank well organically, but it frequently is a large part of the problem. According to a recent white paper published by Omniture, on-page SEO represents approximately 80 percent of the ranking equation. Small changes to the content on your enterprise site can have a considerable positive effect on your organic rankings. Often, the problem is not really a lack of content, it's that the content is structured in the way that creates a road block for the search engines.
For example, one large company we worked with had roughly 500 white papers on their website. The trouble was that each of these white papers was buried several directories deep within the site. There were few links from other pages of the white papers AND they were PDFs instead of plain HTML pages with a "download the PDF option." PDFs, while index-able by search engines, are not nearly as easy to optimize as plain HTML pages.
Another content mistake large companies make is describing their service in a vocabulary unique to their organization. For example, most people are familiar with the term "association management" and understand what it means. The same can't be said about the phrase "society management." Yet, a large scientific association in the Washington, DC area used the term ("society management") to describe their association management service. When we told their executives to change the Title Tag of the page from society management to association management, they were hesitant. Eventually, using data from our enterprise SEO audit, they made the change.
The result - a 1,700 percent increase in organic traffic (take a look at the screenshot below)!
Enterprise Investment in SEO
Despite case study after case study detailing the incredible ROI possible from SEO, many enterprise organizations have not gone "all in." Smaller companies, by comparison, often lacking the (significant) marketing budgets required to test alternative forms of advertising, are often seen investing as much as they possibly can in SEO. This is the final reason you frequently see the little guys outranking the big boys.
If you're a marketing executive for an enterprise company, large association, or major organization, and you're tired of being outranked by smaller competitors, contact Blue Corona today and start getting the organic visibility you deserve. For more information, you can also visit our enterprise SEO FAQs page.