Enterprise SEO at Sachs Marketing Group
Enterprise SEO (search engine optimization) refers not necessarily to the size of your company, but the size of your website/product catalog. If you’ve got thousands of products, you’ve likely got a website that would benefit from enterprise SEO.
Sprint Wireless, no doubt an enterprise-sized company with over 10,000 employees, also has an enterprise-sized website, with more than 980,000 results in Google on the Sprint.com domain. Not only do they have pages for each of the devices they sell and support, they have pages for company news, press releases, support knowledgebase, and a community forum with questions and answers. A site this large definitely needs enterprise level SEO.
There are many companies out there listed in the Fortune 1000, like Alliance Holdings with small to medium websites that wouldn’t benefit from this approach. Many of these pages feature financial reports and press releases. Smaller sites like this may benefit from enterprise tactics, but the majority of SEO experts probably wouldn’t call them enterprise websites.
On the other hand, websites like Wikipedia, which run with a limited small team and rely on public donations to stay functional, have massive amounts of content – more than 88 million results, meaning enterprise SEO would be beneficial for them.
Websites that contain thousands of pages of content are best run on a content management system (CMS), like WordPress, Drupal, or Joomla. These systems make it easier to create, manage, and edit content as needed.
The fundamentals of SEO still matter here – but instead of having to optimize five to 10 pages, you now have to optimize 500+. How are you supposed to publish long-form keyword-rich content articles on each of them, and then build backlinks to each of them? Regardless of whether you have one page or a million, you still need to factor in the core SEO principles, but your strategy and approach must be adjusted accordingly.
Keyword selection is the foundation of any SEO strategy – you must find the appropriate words and phrases that describe your products and services – keywords that people will use to find you. We’ll select a series of long and medium-tail keywords that serve as categories and subcategories – and combine them with other words to craft additional keyword phrases.
Continuing with Sprint Wireless, take a look at how they’ve structured their pages to include keywords.
Under Shop, we see:
- Apple iPhone
- Samsung Galaxy
- Android Phones
- LG Phones
- HTC Phones
- Affordable Phones
- Web Exclusives
In each of these categories, we get a full list of products, where each phone has its own dedicated page with information about the device, and pricing based on either an 18-month lease or 24-month installments.
Expecting anyone, or a team of people, to manually create pages for 500+ products is unreasonable. Could you imagine the stress, and potential for mistakes if you had to get everything up and running within a day or two? It’s essential to create flexible automation rules to assist with the process.
Looking at the URL structure for the Sprint website, we see the Apple iPhone URL looks like this:
This tells the database to pull all the phones manufactured by Apple. Under this setup, as soon as Apple releases a new device, only the information for that device needs to be added to the database.
This tells the database to pull all the phones classified as affordable. The user has the option to choose between “good credit”, “building credit”, and “no credit check.”
Though the URL doesn’t change when the user adjusts the options, the database adjusts the pricing accordingly, depending on the selected option.
This URL selects the coverage map – and the dynamic structure enables analytics to determine where the links were clicked – the top navigation bar or the footer.
We’ll set up flexible automation rules to create:
- Title Tags
- H1 tags
- Breadcrumb navigation links
- Canonical tags
The template will have all the necessary tags, like the meta description, image ALT, and other markup so the pages are automatically filled in and optimized. This means pages won’t have to be optimized one by one.
Enterprise SEO requires more intelligent templates to avoid pages on the site that contain holes in the text because of an empty database field. The team here at Sachs Marketing Group will be able to determine when data isn’t present and adjust things accordingly, while also making sure variations – such as varying numbers of images from page to page – are addressed. This lies in coding the template to recognize the missing data and adjust the design accordingly.
The optimized template will also play a role in the design of the overall website, including handling the responsive design component that ensures your website looks great across all devices – computers, smartphones, and tablets.
Even if you have the best automation rules and templates, these won’t do any good if the content isn’t there. That means someone needs to type everything that goes into the database, and ensure the selection of categories and subcategories remains consistent.
Avoid using stock text from suppliers, because everyone else using the same supplier will get the same text you do. Duplicate text is an issue you want to avoid – and taking the time to re-write everything to make it different from the rest of the competition, could be the thing that helps you rank in the top pages.
No, you don’t need to create 2,000-word long form content for everything – as it is not appropriate for product descriptions, but using keyword-rich copy that provides value to your customers is always appropriate.
When it comes to enterprise SEO, it’s common to see SEO responsibilities split among various departments – IT/development, creative design, and marketing. Every department will have different goals. The content creation team will focus on crafting copy that engages and informs the user, while the IT team will focus on developing the most efficient website possible, and the marketing team will focus on the search engine performance, despite having the least ability to influence it.
Sachs Marketing Group will work with all the necessary departments in your business, including the C-level executives involved in making the investment for SEO, to create and execute a cohesive strategy for your website – regardless of company size. Ready to learn more? Get in touch today.
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