8 Critical Enterprise SEO Challenges (and Solutions to Overcome Them)
Published on November 6th, 2023
19 min read
Published on November 6th, 2023
19 min read
The demand for relevant, laser-focused SEO for enterprises is higher. As Google continues to roll out updates to help users find the right content on the web, there is more emphasis than ever on well-planned SEO tactics.
To succeed at enterprise SEO, you need to stay flexible, keep a level head, and plan for every contingency. Without a doubt, enterprise SEO challenges can trip up even the savviest of digital marketers. That being said, if you’re someone who cares about your search engine optimization (SEO) efforts and keeping Google happy, then you’re likely to encounter one or more of these challenges.
However, the task of getting enterprise SEO right is a task that requires precision and effort. There are several hidden challenges that even seasoned SEO professionals run into—and they aren’t always aware of them either.
This blog post explores the most common SEO challenges for enterprises and what solutions you can implement to overcome them. Also, we have added first-hand expert comments brewed from the in-ground. Let’s read on.
Enterprise SEO improves organic presence and revenue for larger organizations. The definition incorporates the planning and execution of the SEO tactics for a business with a massive number of pages on the site, irrespective of the workforce size. Usually, enterprise SEO is leveraged by the site belonging to businesses spread over multiple locations, eCommerce sites with 10k+ pages, and enterprise-grade businesses with several websites.
Enterprise SEO is the method of enhancing the search engine result of enterprise-level sites, i.e., sites consisting of thousands of pages. It is essential to have an SEO strategy in place to make the business discoverable and perform well in search engines.
There are several reasons why enterprise SEO may be more challenging than “normal” SEO.
Despite these challenges, there are ways that enterprises can improve their SEO efforts to reach top results in search. These tips include implementing keyword research, writing relevant and quality content, Using optimized images, and monitoring your Rankings. These will lead to better results for your website in search and internal user experience.
While talking about the best entries SEO strategy, Brandon, Co-Founder of Nomad SEO, shared the notion that the best strategy for an enterprise SEO campaign varies depending on the specific business and its goals. Also, he emphasizes analyzing data and measuring results to make the necessary adjustments and ensure that your campaign is as successful as possible.
Doing enterprise SEO comes with critical challenges. When your business reaches a particular scale, gaining visibility and acquiring new customers organically becomes more difficult. It is a normal part of the growth cycle. However, it can be frustrating for your business if visibility and traffic are not improving as quickly as you would like.
Furthermore, Google algorithm updates are constantly changing how search results are ranked and displayed. If you aren’t aware of changes in advance, your website may temporarily decrease visibility or ranking impact. Keeping all these aspects under the radar let’s check out the 6 critical challenges of enterprise SEO:
When crafting a sound SEO strategy for your business, you need to be certain that the tactics you employ are all connected to your goals and objectives. While you may have already identified the main pillars of a successful online presence in your company’s strategy, things may have shifted elsewhere. Organizations often get assistance from SEO professionals who accompany them on their journey.
A common SEO mistake is getting stuck on page-by-page optimizations from the start of the strategy. A good strategy should be looking at maximizing the breadth of targeting, which can slowly be built out as time goes on, with an eventual move towards a page-by-page focus, according to Sam Partland, Enterprise & Programmatic SEO Consultant
Under the vertical of the SEO goals in enterprise SEO, crawl budget optimization is a crucial technical challenge SEO experts have to deal with. Crawl budget of an enterprise SEO denotes the total pages of the site Google bot has crawled over a stipulated period. The equation here is Crawl Budget = Crawl Rate + Crawl Demand.
The technical SEO of a site can be significantly influenced by the canonical tags that can be added to a web page to instruct search engines that the page is a subset of a different, primary page. They are an essential component as they can significantly influence the technical SEO of a website. Canonical tags are ‘hints’ rather than ‘directives,’ so search engines might not always respect each canonical tag you specify or ignore altogether.
Pagination is a commonly used tactic in SEO; in the approach, the product or content is classified across a series of pages. The product or the content is divided to make it easy to consume or to bring a more digestible format.
Pagination is mostly used in category eCommerce sites, news sites or blogs, or forum threads. But pagination can harm page rankings, particularly for the deeper level page, if there’s a lack of a thorough understanding of the website’s link architecture. In addition, in pagination, the prime issue is duplicate content that brings adverse SEO effects. The inadequate canonical tags and paginated pages might create duplicate content.
It may happen if you add self-serving canonical tags to individual paginated pages. It’s crucial to solve the issues and overcome them; you need to implement a similar canonical tag to the view all page to all paginated pages, and the prime page, i.e., the view All page, should consist of a self-referencing canonical tag.
When it comes to keyword research, not taking time to identify the primary keywords your customers use to find your products or services is a faux pas. Take the time to pinpoint the words or phrases that they’re using to find those products or services. To succeed at SEO, you will need to ensure that you’ve done your keyword research in the right way.
Other mistakes that people make when doing enterprise SEO include not taking the time to properly research their keywords, not targeting enough keywords, and not using the correct keywords throughout their website, as the perspective shared by Brandon, Co-Founder of Nomad SEO.
Content creation means, not creating content that’s unique to your site or blog, or proceeding with duplicate content is a cardinal sin. The content strategy will require you to follow the guidelines outlined in Google’s Webmaster Guidelines.
The most challenging part of SEO is the wait. Sometimes an article can take 3-6 months before taking off. As long as you post genuinely great content on a consistent basis, your content will rank over time, said Filip Pejic, from Pearly
Once these get indexed, it becomes much harder, later on, to clean them up and stop Google from accessing them. Keeping this in mind for launch will dramatically improve long-term performance, as shared by Sam Partland
To succeed at SEO, you will need to ensure that your website architecture is efficient enough to allow your page load time to pass Google’s Quality Filter (QF) check. It will require you to step back and take a look at your website’s architecture to see if you can make any changes.
It is an ongoing process, especially in the beginning. Ascertain that your website architecture is efficient enough to allow your page load time to pass Google’s Quality Filter (QF) check.
While sharing the challenges, Rob Weatherhead, SEO Consultant, holds the notion that the biggest challenges come with explaining why a technical change needs to be made. Content changes are often more straightforward to understand, but technical changes can come with high costs and timelines, so convincing teams and stakeholders that they are important can be tricky.
Scalability is another critical issue in an enterprise. When your site has ten thousand plus pages, building a framework for scalability becomes necessary, and you need to put the mindset of a C-suite. Technologies become impartial to scale the SEO activities. But enterprise SEO is expensive because it requires higher sophistication and resources.
Generally, though, you’ll need to allocate some amount of budget to the SEO process each month. Additionally, SEO providers such as FirstPrinciples, who efficiently handle an enterprise client, often provide a more comprehensive range of services and expertise, which can be beneficial for large businesses with multiple websites or a complex online presence.
To succeed at enterprise SEO, you need to make sure that your website is easy enough to navigate. It requires keeping an eye out for issues with your website’s user interface (UI/ UX). The process includes making sure that the information displayed on your website is as accurate as possible and ensuring UI/ UX is clean and clutter-free.
Unlike other aspects of digital marketing, your website’s UI/ UX is something you will need to keep in check from time to time. While you don’t want to make too many changes to the site design, you do need to make sure that it’s easy enough to navigate. It ensures that your users have an enjoyable experience when navigating your site and are therefore more likely to return.
If you already have a clear picture of your website’s current performance and your company’s goals, then it’s easier to figure out which SEO tactics are currently working and which aren’t. If you’re not sure about your specific metrics, try running a few tests to see what affects what.
At least two of your digital marketing channels need to be connected to deliver a cohesive, unified brand message.
There are diverse tips you can follow to improve your website’s SEO visibility through better website architecture:
There is no one-size-fits-all approach to overcoming SEO challenges in an enterprise environment. However, there is a certain aspect you can opt for to minimize the impact of these challenges on your site’s performance:
While doing enterprise SEO, identify the main differentiators between your products or services and your competitors.
Lastly, to combat enterprise SEO challenges and to succeed, ensure a clear delegation of tasks for content writing, backlinking, technical SEO, and design. Leverage the google search console to speed up indexing; add the table of contents or TLDR section in your blog posts.
Set up a streamlined workflow with the developer to ensure schema tags are appropriately set up, religiously A/B test your CTAs, and break the monotony of content creation. Experiment with diverse forms, including GIFs, Videos, Podcasts, etc. A consistent brand voice is vital for building customer trust and credibility. It should reflect the brand’s values and personality and deliver a clear message about what the company stands for.