One of the most common questions we receive from larger enterprise organizations is “how are we being outranked by smaller companies?” Small businesses can rank higher in the organic search results on Google, Bing, and Yahoo for multiple reasons. While every situation is different, and it’s impossible to say for certain without performing a comprehensive website audit and competitor analysis, some SEO roadblocks are common among enterprise organizations.
What You Need to Rank
When it comes to ranking organically on search engines like Google, Bing, and Yahoo, you need three things: a site that is coded and structured in a way that makes it easy for search engines to find, read, and index; unique, relevant, and remarkable content; and an authoritative overall presence online – typically this means having other relevant and authoritative websites that reference or link to your site.
Where Large Companies Frequently Fail
While enterprise organizations typically have no problem getting links from relevant and authoritative third party websites, they frequently have complex websites with hundreds of directories nested inside other directories, mismatched title tags, outdated sitemaps, and more that serve as roadblocks to search engine spiders. It’s also not uncommon for enterprise companies to have a shortage of search engine accessible content for example, publishing all your white papers as PDF files instead of plain HTML pages with a PDF download option or having hundreds of pages worth of content coded as a Flash-powered digital magazine.
The Solution for Enterprise SEO
If you’re an executive or marketing manager for an enterprise organization and your site is being outranked by smaller competitors, the first thing you should do is get a comprehensive, technical enterprise SEO audit and competitor analysis report. This process will show you, in quantifiable terms, exactly what your competitors are doing with respect to SEO and online marketing as well as the changes you need to make to claim your (deserved) organic rankings.