Search engine optimization (SEO) is crucial for any online business to get found, drive traffic, and grow. As your business expands, your SEO needs to scale with it to continue seeing results and reaching more customers. Implementing these key strategies will set you on the path to SEO success as your company evolves.
Conduct an Audit
There is a big difference between small business SEO and enterprise SEO, but the first step is to audit your current SEO situation. Look at your keyword rankings – which ones are you ranking well for, and which need work? Check your website’s page speed, mobile optimization, internal links, metadata, and schema markup. Identify strengths to build upon and weak areas to improve. Using the data, outline goals for the next growth phase. Continually optimize existing content too.
Create More Content
Quality content is the fuel for effective SEO. As you grow your product line or services, you need to generate associated, relevant content. Add new blog posts regularly that target new focus keywords. Create pillar pages with in-depth information around topics and questions. Localized content also helps you rank in additional regions. Automate where possible with tools like Grammarly, Hemingway, and Canva.
Improve Site Architecture
Site architecture encompasses both information architecture and technical setup. The IA allows users and search engines to easily digest and navigate your content. Review your IA and refine your categories, tags, sitemaps, and internal linking to intuitively grow with new topics. On the technical side, switch to a scalable CMS or e-commerce platform if needed.
Acquire Backlinks
Google uses backlinks as a ranking factor. To scale up, focus on getting backlinks from high authority, relevant sites. Create and promote great assets worthy of backlinks, like infographics, studies, and data. Guest post on reputable industry blogs. Promote content via social sharing. Automated tools can help you identify new link opportunities as well.
Target Long-Tail Keywords
Long-tail keywords drive more specific, qualified traffic. Identify 3-5 word long-tail versions of your top terms. Optimize current content for long-tails. Research related long-tails and create dedicated content targeting them. Add to on-page copy, titles, meta descriptions, image names, etc. Using long-tails will require ongoing research and optimization.
Measure and Improve
Implement robust SEO reporting to track your efforts as you scale. Look at organic traffic growth, conversions, rank improvements, backlinks gained, and more. Continually work on the areas above to incrementally build results over time. For bigger wins, invest in an SEO audit from a trusted agency to uncover missed optimization areas.
Enterprise SEO
Enterprise SEO refers to search engine optimization strategies and best practices aimed at improving the organic visibility and search rankings of large corporate websites. Unlike SEO for smaller businesses, enterprise SEO often deals with massive websites that can have hundreds of thousands or even millions of pages.
Key elements of an enterprise SEO strategy include conducting extensive keyword research to identify high-value target terms, optimizing technical website infrastructure and site architecture for search bots, generating high-quality content at scale, earning backlinks from industry websites, leveraging Schema markup for rich search snippets, tracking rankings through keyword ranking tools, and analyzing performance data to identify areas for improvement.
Developing an effective enterprise SEO program requires significant resources but can deliver increased site traffic, brand visibility, and inbound leads over the long term. This helpful post from seobrand goes into more detail, but the main differences between SEO for small businesses and SEO for large businesses lie in scale, complexity, data analysis, as well as regulatory and compliance considerations.
Scaling up your SEO alongside a growing business takes research, planning, optimization, promotion, and measurement. But with this dedicated approach over time, your SEO and business can flourish hand-in-hand.