Search engine optimization (SEO) is to an enterprise’s website what a credit score is to an individual.
It determines your rankings on the search engine result pages (SERPs) and significantly impacts your enterprise’s online visibility and success. While basic SEO tactics like keyword research and link building still hold value, the constantly evolving digital landscape requires a more advanced approach toward enterprise SEO.
It's partly because the SEO services market, which stood at $46.7 billion in 2021, is expected to reach a valuation of $234.8 billion by 2030. If you’re a part of an enterprise, the need for SEO is even more amplified for you due to higher competition and the need to reach a wider audience.
For enterprises, the competition was previously only limited to the physical market. Now, you have to battle for top positions in the online space, and adopting effective enterprise SEO strategies is your key to achieving that.
In 2024, you can expect to see AI making a star appearance in the enterprise's digital strategy, including SEO. Voice search optimization, ethical SEO, automation, and catering to user search intent will be the name of the game, too.
Here's a closer look at some advanced enterprise SEO strategies you should incorporate in 2024.
9 Advanced Enterprise SEO Strategies for 2024:
- Strategy 1: Aligning SEO with User Intent
- Strategy 2: The Three Pillars of Scalable Enterprise SEO
- Strategy 3: Mastering Keyword Research
- Strategy 4: Content Strategy Boost
- Strategy 5: Advanced Technical SEO for Large-Scale Websites
- Strategy 6: Leveraging Schema Markup
- Strategy 7: International SEO — i18n and l10n Strategies
- Strategy 8: Content Features
- Strategy 9: Google Discover Optimization
Strategy 1: Aligning SEO with User Intent
In SEO, when we say ''user intent,'' we simply mean understanding what the user expects to find when they search for a specific query. The more well-aligned your SEO is to user intent, the better your chances of popping up on the first part of search results.
The user intent may be of different types. To explain this better, we'll assume you're a Peloton-like company that manufactures smart fitness equipment. Here are some user intents you have to cater to:
- Pain Conscious: The user knows about their pain point or need but isn't aware of a probable solution. These searches are usually short-tail. For example, a user might search for ''at-home workout equipment'' or ''spin cycle bike.''
- Gain Conscious: A user who knows their pain point and what they need to fix it has a gain-conscious user intent. They're still missing one piece: ''who'' will solve their problem. So, they might search for ''best home workout bike'' or ''top spin cycle.''
- Product Conscious: This user has done some research. They are aware of the product options. Their search becomes a little narrow, resulting in long-tail keywords. They might search for ''best spin cycle with live classes'' or ''smart treadmill with virtual coaching.''
- Dollar Conscious: These users also incorporate the cost factor in their search. Since they're on a budget, their queries will reflect that. For instance, they might search for ''best budget-friendly home spin cycles'' or ''smart spin cycles under $1000.''
How To Gauge User Intent
Knowing user intent isn't merely guesswork. It requires using the right tools, mainly those for keyword research and data analytics.
Google has a dedicated keyword planner that you can use to gain valuable insights into search volume, trends, and competition for specific keywords. You may also use Ahrefs and Semrush for keyword research. These tools provide additional features, such as narrowing your research by region or other demographics.
For instance, we searched for ‘’exercise cycle’’ on Ahrefs, and it showed us the keywords with the highest search volume in the past few weeks.
Source: ahrefs.com
The ''People Also Ask'' section on the SERP is another helpful indicator of what your users want to know. Or, you can use Answer the Public, a tool that generates keyword-related questions for your seed keyword.
As for data analytics, Google Analytics is a go-to platform. Analyze site traffic and measure how different keywords are driving organic reach. The data will help you recognize any patterns or trends.
For an even deeper insight into user intent, integrate an AI tool like Frase with Google Analytics. Frase shows you results for the following key performance indicators (KPIs) of SEO:
- Ranked pages
- Ranked rate
- Impressions
- Clicks
- Average ranking
- Clicks growth
- Average click-through rate
It also has a Query Clusters feature that lets you see which keyword groups your website ranks for. Basically, these are the ''key themes'' of your user intent. You can then make more content around these themes to generate organic traffic.
Strategy 2: The Three Pillars of Scalable Enterprise SEO
An important consideration about enterprise SEO is that it needs to be scalable. Enterprises are constantly evolving, and their SEO should evolve with them. The three pillars of scalable enterprise SEO are:
- Automation
- Workflow management
- Cross-department collaboration
Automation
The marketing automation industry is forecasted to be worth $13.7 billion by 2030. Automation is quickly picking up pace and has become indispensable for enterprise SEO.
Some tasks you can automate in SEO include:
- Website monitoring
- Website rank tracking
- Competitor analysis
- SEO audits
- Keyword research
- Link building
Luckily, there's a tool for pretty much every aspect of SEO. These tools can help you save time and resources, increase efficiency, and allow you to focus on more high-level tasks.
Here are some tools you can use to automate different SEO practices:
- Site Audit: Semrush has a site audit feature that crawls every page on your website and shows you any technical SEO issues you need to fix. You can also use Semrush's Position Tracking to monitor your rankings on the SERP. The tool also shows you your competitors' rankings for a comparative analysis.
- SERPWoo: You can't possibly check millions of data points manually to determine the efficiency of your SEO strategy. But SERPWoo can. It gives you a bird's eye view of your site with enterprise-ready reports that you can export in CSV format.
- Keyword Research: SurferSEO has an AI-powered keyword tool that shows you the keyword and its frequency of use. It also shows you headings and long-tail phrases to use in your content.
Workflow Management
Workflow management means ensuring everything goes forward in a smooth rhythm in your SEO journey. Some tips to accomplish this are:
- Having a content calendar for your blog or website
- Using task management tools like Asana or Trello to keep track of your team's tasks and deadlines
- Automating repetitive tasks
- Automating approvals and revisions
- Setting up reminders for important deadlines or tasks
Case Study:
McCorvey Sheet Metal, a paper company, uses Trello to centralize team brainstorming. A central idea mapping board allows top ideas to emerge, which are then selected and executed. The leaders at McCorvey say that their company ‘’went completely digital overnight thanks to Trello.’’ You can do the same with your enterprise SEO process by bringing a relevant tool into the picture.
Cross-Department Collaboration
Silos are a no-no in SEO. For the best results, your SEO team should collaborate with the content and marketing teams.
Project management tools like Monday.com keep everyone on the same page. Members from different teams can share ideas, get approvals, receive feedback, and delegate tasks in one centralized platform.
A high level of collaboration eliminates confusion, streamlines communication, and ensures that everyone is working towards the same goals.
Strategy 3: Mastering Keyword Research
In 2024, it's time to go beyond traditional keyword research. Ryan Biddulph, Founder of BloggingFromParadise, advises businesses to:
“Do what others refuse to do to rank for semi-competitive and even competitive keywords.”
Here are a few ways to do this:
Create Content Hubs
A content hub is like a mini Wikipedia on your website. It's a section of your site that covers one topic in-depth and links to related pages on your site.
When you create a content hub, focus on one main keyword and use it in the hub's title, subheadings, body content, and meta description. Over time, your site will become an authoritative source on that specific topic, making it easier to rank for related keywords.
Case Study:
Backlinko has an SEO Marketing Hub 2.0 on its website. The hub contains sub-sections like SEO fundamentals and keyword research. Each sub-section further has resources. Since Backlinko has established itself as an authority on SEO, search engines see it as the go-to source for anything related to SEO.
Find Long-Tail Keywords
Long-tail keywords are more specific than their short-tail counterparts. They usually have lower search volumes and are less competitive.
For instance, if you plan to use the keyword "SEO for business," there's a lower chance of you ranking high on search engines. It's a competitive keyword with a high difficulty score. However, targeting "SEO for larger fintech enterprises" can fare better.
Ahrefs Keyword Explorer can help you find long-tail keywords. Apply the following filters for best results:
- In the "Matching terms" report, set the monthly search volume to up to 300.
- Set the Traffic Potential up to 300.
Use Comparison Keywords
Comparison keywords compare two or more items, such as
- iPhone vs. Android
- Marketing automation platforms - A vs. B
When you use these keywords, you're targeting your product-conscious audience. Their user intent is not pain-conscious; they have already done some research.
For instance, instead of searching for "best SEO tools," they're searching for "Semrush vs. Ahrefs for SEO." Comparison keywords are easier to rank for due to lower competition.
Search for comparison keywords that include your enterprise's name. Then, you can create content around the keyword, showing how your product or service is better than the competitor.
Account for Google's Search Generative Experience (SGE)
Google is incorporating generative AI into its search results to make it easy for users to find the information they are looking for quickly. Let's take a question as an example.
What is better for a solo freelancer*, a personal website or a portfolio?
Previously, you would search for something like this: "personal website vs. freelancer portfolio." However, with the advent of Google's SGE, you can now type in your question as a complete sentence and get relevant results.
Keep this feature in mind for your keyword selection in the future. Again, there's a heavier focus on long-tail keywords and questions.
Strategy 4: Content Strategy Boost
Google's new E-E-A-T algorithm focuses on Experience, Expertise, Authoritativeness, and Trustworthiness. These four components are the formula for creating people-first content rather than search engine-first content.
Besides catering to search engine bots, your content must aim to provide value to readers. Establish your authority and expertise on the subject by creating in-depth and well-researched content. As for trustworthiness, you can achieve this by showcasing customer testimonials and case studies.
Neil Patel, the renowned SEO guru, says:
‘’If you’re trying to grow your qualified search traffic, you have to combine your content marketing with your SEO efforts.’’
More importantly, synchronize your content strategy across channels. Don't limit yourself to a blog. Dabble in social media and video marketing.
Case Study:
Experian does a stellar job of content marketing. The consumer credit reporting company doesn't only focus on its service provision, but also offers free, educational content to its audience. For example, the Insights section on Experian’s website has a large selection of articles on data-driven marketing and credit fraud.
Source: experian.com
The content on Experian’s website is categorized to make it easy for people to find what they need. Since Experian is an expert on credit management and data analytics, search engines and visitors deem the enterprise’s content authoritative.
The website also has an ‘’Ask Experian’’ section where people can find answers to their most pressing questions about everything from loans and financing to tax refunds and credit reports.
The company is also quite active on Instagram, where they post relatable content to drive engagement. Since the link to the company’s website is in their Instagram bio, the social media channel acts as another channel for organic reach.
Strategy 5: Advanced Technical SEO for Large-Scale Websites
As an enterprise, your website will likely be more complex and have a larger scale than an average website. The larger size and complexity ask for advanced technical SEO.
''Technical'' SEO is the side of SEO dealing with the technical aspects of your website, including the code, site structure, performance, etc. Here are some technical SEO verticals to keep an eye on.
Site Architecture Optimization
The site ''architecture'' is how your website is structured, and it refers to the way that pages are organized and linked together. A well-organized site architecture helps search engines crawl and understand your website's content better. The following tips can help optimize your site architecture:
- Logical Hierarchy: Organize your content in a logical and clear way. For instance, there should be a main category with relevant subcategories underneath, and each page should have a unique URL.
- URL Structure: Enrich your page URLs with relevant keywords and make them short and descriptive.
- XML Sitemap: Create an XML sitemap to help search engines index and crawl your website efficiently.
- Internal Linking: Add internal links to your content so that users can go to relevant pages.
Core Web Vitals
The Core Web Vitals (CWVs) are a set of metrics that measure website performance, loading speed, and visual stability. Research shows that when a site meets CWV, there's a 24% less likelihood of people abandoning its pages.
Some ways to boost page performance across these vitals are:
- Optimizing page loading speed through file compression and browser caching
- Implementing lazy loading for videos and images
- Prioritizing above-the-fold content
- Using content delivery networks (CDNs)
- Minimizing the use of third-party scripts and plugins
- Creating a mobile-responsive web design
- Minifying CSS, JavaScript, and HTML
Case Study:
Netzwelt committed to Core Web Vitals and saw a 27% increase in page views. Their website's bounce rate was also lowered by 50%, and ad viewability went up to 75%.
Structured Data Implementation
Schema markup is structured data that allows search engines to understand the content on your website better. It uses a specific vocabulary to provide context and information to Google about the type of content, such as events, organizations, products, articles, and so on.
You can use Google's structured data testing tools to validate your schema markup and test Rich Results for your website.
AMP and PWAs
Accelerated Mobile Pages (AMP) and Progressive Web Apps (PWAs) are two technologies that improve page speed and user experience on mobile devices. While the former uses a special form of HTML to create fast-loading web pages, the latter are apps developed on web technologies, such as JavaScript and HTML.
Case Study:
Pinterest, the beloved image-sharing platform, noticed that only 1% of their mobile users actually install the app or log in due to poor mobile performance. The social media platform dabbled in PWA technology and saw excellent results:
- Time spent on the platform increased by 40%
- Core engagements went up by 60%
- User-generated ad revenue went up by 44%
The benefits of implementing AMP and PWA include:
- Improved page loading speed
- Better user engagement
- Increased visibility in search results
- Enhanced mobile experience
Check out Google's AMP and PWA websites to learn more.
Strategy 6: Leveraging Schema Markup
We touched on the importance of schema markup earlier. Let's learn how you can actually use it.
First, it's important to know that schema markup won't directly affect your rankings. It has other benefits, such as:
- Helping search engines understand content and context better
- Enhancing the appearance of your search result listings with rich snippets
- Giving you a competitive edge
There are different ways to use schema markup for SEO.
Product Markup
The product markup gives search engines additional information about your products, such as rating, price, availability, image, shipping information, etc.
Review Markup
Reviews can increase the click-through rate of your search listings, which in turn can positively impact your rankings. They also provide social proof.
Organization Markup
You see this on the right-hand side of your screen when you search for a company or brand. It provides information such as contact details, social media profiles, logo, location, name, and more.
Course Markup
Many large corporations, such as Google and IBM, also offer courses on platforms like Coursera and Udemy. A course markup can help you stand out in search results. Plus, it drives more traffic to your online courses.
Strategy 7: International SEO — i18n and l10n Strategies
Most enterprises have their audiences spread across the globe. So, it makes sense to internationalize your SEO practices, too. There are two ways to go about it:
- i18n: The process of designing a website that can accommodate multiple languages while maintaining the same design and layout.
- i10: Creating content customized for each target location.
Both strategies are effective, and your chosen one will depend on your audience expanse. Suppose your audience is spread across 50 countries. Localizing your content for every country can be hard, and i18n will be a better approach.
On the other hand, if your audience is concentrated in only a handful of countries, you can opt for the i10n strategy to create customized content for each country.
While these strategies require additional effort and resources, they significantly improve your website's reach. Here are some tips to ace your international SEO:
- Keyword Research: Conduct individual keyword research for each target country and use location-specific keywords.
- Hreflang Tags: Use hreflang tags to specify the language and geographical targeting of your website for the search engines.
- Domain Structure: Choose between subdomains, subdirectories, or country-code top-level domains (ccTLDs) to show visitors different versions of your website.
- Local Backlinks: Get local authority sites to link back to your website.
- Localize Content: Localize and translate your content to cater to your audience's cultural and language preferences.
Strategy 8: Content Features
According to Google's Quality Rater Guidelines, supplementary content is important in a website. Supplement content could be anything that adds value to the user's understanding or experience on a webpage. Don't limit it to videos and images, though.
Add content features, such as:
- Quote boxes
- Summaries
- Pros and cons lists
- Comparison charts
- Calculators
- Interactive quizzes or surveys
- Embedded social media feeds
These content features not only provide additional information for the user but also make the page more visually appealing and engaging. For example, when we searched for ''time management apps,'' Zapier appeared second on the search results page. The website has a comparison table for all apps they review on the page.
Similarly, TechRadar has ''The Quick List'' to show the images and main features of all products on their Best Headphones 2024 page. When we check the NY Times' page on the same topic, we see that the website has a ''what you need to know'' section with a summary of notable features of headphones.
You can also copy these strategies by adding interactive elements that are relevant to your website's topic. For example, if you're a fintech company, you can add a calculator to help users estimate their potential savings or investment returns. An apparel website can have an interactive quiz to help users find their perfect fit or style.
Strategy 9: Google Discover Optimization
Discover is Google's version of the Explore or For You page that shows users content based on their app and web activity. It's another channel apart from Search to get organic traffic for your website.
Google recommends doing the following to increase your chances of appearing in the Discover tab:
- Craft descriptive page titles that accurately represent the content without resorting to clickbait tactics.
- Incorporate high-quality, compelling images that are at least 1200 px wide and enable maximum visibility in platforms like Discover.
- Refrain from using misleading or exaggerated details in titles, snippets, or images to artificially inflate engagement.
- Avoid catering to morbid curiosity, titillation, or outrage in content to manipulate appeal.
- Offer timely, well-told stories or unique insights to captivate audiences and provide value.
Google has also introduced the Follow feature for its signed-in users in the USA, South Africa, UK, Canada, and New Zealand. People who relate to your content can follow your website just like they follow a person on social media. So, they get the latest updates from your website in the Following tab.
By optimizing your website for Discover, you can gain followers, who naturally become repeat visitors or subscribers.
Conclusion
Summing up, the 2024 SEO landscape is laced with automation, AI, internationalization, and keeping up with Google's latest offerings. Staying on top of these developments will help your enterprise be prominent in the digital sphere.
Don't follow a set-and-forget approach for your SEO strategy. Instead, monitor your enterprise SEO tactics and tweak them based on performance and emerging trends. Most importantly, analyze your competitors and learn from their SEO strategies.
