Enterprise SEO: Everything You Need to Know

SEO. While this is a strategy we've been aware of for a while, did you know that89% of marketerssay SEO is successful?

And since more than所有网站流量的50％来自有机搜索和93 percent of online experiences从一个搜索引擎开始，这并不奇怪。

However, what do upmarket companies, with thousands of web pages and keywords, do when they're in the maturation phase of implementing SEO?

Instead of focusing on the small business and mid-market SEO strategies, they'll need to begin focusing on enterprise SEO.

In this post, let's review what enterprise SEO is, what tools to use, and what it looks like in practice.

是什么让企业SEO不同？

The main difference between small business/mid-market SEO and enterprise SEO strategies is that the tactics for larger organizations need to be scalable for thousands of web pages.

While a small business or mid-market company might have a few pages, or a couple hundred, larger organizations have thousands of web pages on their site. And it makes sense that the strategies that work for a small number of pages might not necessarily work for larger sites.

Why is enterprise SEO important?

Enterprise SEO is important because strategies that work for smaller businesses won't work for larger ones.

One of the main strategic differences between the two is that small businesses usually aren't targeting highly competitive, short tail keywords, while larger enterprise organizations are.

Additionally, larger companies need a specialized enterprise SEO team to keep track and maintain organic rankings. At smaller companies, the person in charge of SEO is usually also the content marketer and might even be in charge of social media.

When you're targeting more competitive keywords, and have thousands of pages on your site, you need a dedicated team working on your SEO, instead of one jack-of-all-trades that's spread too thin.

如果您在公司工作并觉得SEO只是不适合您，这可能是因为当您的公司需要它时，您没有专门的团队。bob全站app

企业SEO将使大型组织受益，因为由于网站上的网页数量，他们的SEO问题将更加复杂，所以已经获得的反向链接数量，已经获得的域名权限等。

As a larger site, enterprise companies usually have great brand authority. But that means you can't undermine that authority by deleting or redirecting pages that have acquired backlinks and high page authority. You also need to keep this content up to date and fresh. And as you can imagine, the larger the company, the harder that is.

最终，企业SEO需要更聪明，可扩展，更复杂。

Now that we know why enterprise SEO is important, let's discuss some of the more sophisticated strategies you'll need to implement as a larger company.

1. Maintain page speed.

One of the technical SEO elements that becomes more complex with larger sites is maintaining page speed.

First, you'll need totest your website speedwith a tool like Google PageSpeed Insights to see how quickly your website loads for users.

Then, to improve thepage speed个人页面您可以压缩图像，减少重定向，并缓存您的网页。

2.子域中的组内容。

Another strategy for enterprise SEO is to group your content intosubdomains.

子域是根目录下的网站层次结构，而不是使用文件夹来组织网站上的内容，而是获取自己的网站。

此子域仍与根目录密切相关，但通常会有一个单独的内容管理系统，模板，分析工具等。

See the image below to get an idea:

这对企业SEO有所帮助，因为子域名可以容纳大量内容，这将难以在一个网站上管理所有内容。

While some SEO experts believe that Google's crawlers could confuse a subdomain for an entirely different website from the main domain, others say its crawlers can recognize subdomains as extensions of parent domains.

Essentially, subdomains lead to a better user experience, which could result in better engagement rates, therefore improving your SEO. Ultimately, you'll have to decide what works best for your company and have your enterprise SEO team discuss what would be best.

3. Refresh old content, but protect domain authority and backlinks.

One of the challenges for enterprise SEO teams is keeping content up to date, accurate, and refreshed for current industry standards.

However, you don't want to delete old content that has high page authority and backlinks. Instead, you'll want to refresh your content, while balancing the line of adding new information, without taking away secondary keywords that content is ranking for.

With an enterprise company, refreshing content is a delicate process. But it also needs to be scalable for your SEO team to find out which pages need to be updated and what would make them more competitive. The entire point of enterprise SEO is to have a process that's scalable.

4. Quality content creation at scale.

Of course with SEO, quality content creation is one of the most important components of your site.

同样，在企业级别，这需要可扩展为您的SEO团队找到新的关键字，以便排名和切换到内容创建团队。

Usually, your enterprise SEO team will choose target keywords and give writers guidelines on how to make the post competitive, whether that's including secondary keywords, tips on image alt-text, including snippets, etc.

To implement enterprise SEO, you'll need a team that is dedicated to creating content instructions and doing keyword research at scale.

5.战略关键字选择。

As we've been talking about, keyword selection becomes more difficult the more you've written about a topic. Sometimes it can feel like you've said everything there is to say.

That's why you need a dedicated enterprise SEO team to conduct regular keyword research and content gap analysis to find new topics to write about.

6.自动化。

So we've talked a lot about doing things "at scale." But how can you do that? One of the best ways for an enterprise SEO team to scale its processes is to use automation.

Automation can help with SEO tasks like keyword research, identifying problematic areas on your site, monitoring the quality of backlinks, analyzing title tags and meta descriptions, and more.

Additionally, you can use workflows to simplify project management. With larger organizations, you might have several locations with distinct websites and SEO needs. This means that your SEO teams should be using the same workflows so the process is scalable.

7. Don't forget about technical SEO.

除页面速度外，还有更多技术SEO元素，您的企业SEO团队需要管理。

This means that your SEO team will need a scalable process for using 301 redirects, eliminating technical issues that hamper crawlability, etc.

8.链接建设。

Again, one of the most important elements of SEO is link building. On an enterprise level, this becomes more complex (as does everything, I suppose).

页面的反向链接越多，它来自Google的有机流量就越多。您可以使用外展策略来查找未链接的提及并请求将提及转换为反向链接。

此外，如果您发现您的网站自然适合的文章，您也可以随时做冷外展。作为一个更大的公司，您将bob全站app拥有拥有品牌权威和可识别性的好处。

9.集群内部支柱/内容链接。

Another SEO task that will need to be done at scale is internal pillar and cluster content linking. Your enterprise SEO team could either find these internal links for your content creators during the keyword research process or could advise your writers to link to the pillar and any necessary internal content.

10.为页面创建模板。

When creating new pages for your site, SEO plays a large role. That's why your team can create templates that your developers can replicate over and over again in line with enterprise SEO needs.

So, now you might be wondering,“这在行动中看起来像什么？”让我们来看看下面的一些例子。

Enterprise SEO Examples

1.HubSpot

HUBSPOT是企业SEO的一个伟大典范，因为我们可能没有与其他大科技公司中的员工相同数量的员工，我们在我们的网站上有超过35,000页。

此外，我们的网站在数十万关键字的第一页上排名，位于1多个关键词。

Because of the number of pages and keywords we target, this means that we need a highly specialized, dedicated enterprise SEO team to focus on backlinks, comarketing, technical SEO, and to protect our domain authority.

With enterprise SEO, we need to be careful about updating keywords on content that has high domain authority while keeping our content fresh and updated.

2.GitHub

GitHub估计其网站上的8100万页。而令人印象深刻的部分是它在Google上排名在Google上超过80,000个关键字。

这意味着该公司能够批量管理其网站，并专注bob全站app于维护旧页面，同时仍然赚取链接以加强其有机排名为数十万个关键字。

3.Microsoft

企业公司在其网站上有超bob全站app过800万页。拥有几种不同的产品，公司在第一页上排名超过100万个关键字并不奇怪。bob全站app此外，它位于1次超过450,000个关键字的1号位置。

微软企业SEO的主要困难是，由于产品的各种，该团队正在针对非常不同类型的关键字。他们需要在商业工具到视频游戏控制台的几个行业中保护他们的域名权限。

The Future of Enterprise SEO

For large organizations, enterprise SEO is the future. To protect current domain authority and backlinks, while keeping content fresh and updated on thousands of pages, you'll need a dedicated, sophisticated team of experts.

This means an enterprise SEO team will focus on strategizing how to enhance content, working on comarketing, attaining backlinks and protecting those backlinks, and more. The more pages your site has, the harder and more complex it becomes to maintain your SEO.