You have a great enterprise-level website with loads of exceptional content, but the clicks just aren’t coming. Due to the sheer size of an enterprise site, attempts to examine an underperforming SEO strategy can be confusing, tedious, and exhausting.
However, no matter your specific goals, the basics of great enterprise SEO practices are unchanging. Look into the following issues when trouble-shooting underperforming enterprise SEO.
Basic SEO Best Practices
Looking deeper into the details of your basic SEO enables you to remedy the issues and move forward with a more optimized enterprise SEO. Below are four common factors that contribute to an underperforming SEO.
- Build a Sitemap – Creating and submitting a sitemap to your Google Search Console account gives Google a clear path to your most important pages.
- Optimize Anchor Text – Is your anchor text descriptive, relevant keywords? If you are using simple phrases such as “click here,” or worse, “more,” Google is going to have a difficult time making sense of your site and viewing your content as useful.
- Build Internal Links – Link high-ranking pages to boost others on your site. By internally linking an authoritative, high-ranking page to another, you transfer a portion of that page’s “rank equity.” Google’s PageRank algorithm estimates the importance of a site based on a high volume of quality links. Use your high-ranking homepage or blog posts to your advantage!
- Earn Backlinks – Now look outside your website at the sites linking back to you. Broken links or external links to low-quality sites damage your own site authority and cause your rank to drop. Site audit and crawler tools such as SEMrush, Ahrefs or Screaming Frog crawl your site and determine link issues for you.
Make Content Crawlable and Engageable
With so many pages to crawl through, it can be difficult for Google to index enterprise sites effectively. Taking steps to manage your site can make all the difference.
Optimize your site for web crawlers to index. If your content isn’t indexed, your chances of ending up on the SERP are practically nonexistent. An enterprise site can have tens of thousands to even millions of pages. Making it easier for Google’s bots to crawl through your content will up your ranking.
A simple way to do this is to make sure you have a high site speed. Lagging or slow load times make it difficult for the crawlers to make progress through your pages. Not to mention, slow site speed frustrates your users. Determine the origin of your site speed issues (server, client, oversized images, etc.) and address the issue as necessary.
Another way to speed up the crawling process is by using internal links wisely in your content. They serve as a roadmap to guide crawlers to all the pages you want indexed.
Make it a routine to prune your website for pages that are underperforming, outdated, or have a low CTR. This lowers your overall page count and puts the focus on higher-performing, SEO-optimized pages.
Improve your user experience and optimize conversion rates by incorporating CTA’s, simplifying order/submission forms and site navigation, and crafting killer landing pages that provide the solutions your users are looking for.
These directives optimize content on your enterprise site and will enable users and crawlers alike to interact with your content more easily.
Other Enterprise-Specific SEO Problems
Enterprise-level sites encounter specific problems smaller sites don’t. Multiple pages with related content and keywords can actually “cannibalize” each other, creating competition between pages within your site. Using different keywords or adding rel canonicals brings your pages to a swift and peaceful truce.
While you might imagine more pages equals more chances to place high on the SERPs, that’s not always the case. Not every page needs to be crawled and indexed, and it’s a better strategy to spend your crawl budget on the content you know has the best chance of ranking high and gaining conversions.
Take some time to test and re-examine your site. A/B testing your pages will help determine what’s working and what’s not. Then you can narrow your SEO strategy to improve your SERP ranking.
These small steps taken to optimize your enterprise SEO plan can yield big results and put you on the path to success. Observing what works, what doesn’t, and modifying your strategy accordingly improves your enterprise SEO performance, bringing you higher traffic and more revenue.