When it comes to corporate SEO and working in-house, an SEO professional will feel overwhelmed by the growing number of keywords they are optimizing for and the thousands of impressions they are seeing.

When I switched from the agency to in-house, I experienced this feeling firsthand.

With each move to a larger company throughout my career, I found that the number and complexity of websites I dealt with increased.

Statistics from Vashon-Maury.com website via Google Search ConsoleScreenshot of a small site that I manage as a side project.

How do you know when you moved from working on search engine optimization for a law firm that needs help ranking for "personal injury" or the chain of restaurants needing help with their local presence to corporate search engine optimization?

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The truth is, I had no idea what was possible or how complex corporate pages could get.

Working on SEO for midsize businesses with a few hundred to a few thousand employees is still considered manageable with a team of writers able to create unique content and engineers who carefully craft each page with eye-catching designs around the user experience.

Each page can be monitored with a tool like Moz or SEMrush and quickly adjusted if necessary to increase position.

An SEO can see a million or a few million impressions in GSC over a period of 3 months.

The content can be customized with a script that adds a copy or logically implements networking with relevant pages that might be deemed valuable.

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When I worked for companies of this size, I really felt myself in the big times.

Company with 24 million database-driven pages in the Google index, millions of keywords to be tracked and millions of users from organic search traffic.

Despite the millions of data-driven pages built for SEO and driving millions of users, I had no idea what I was getting myself into over the course of my career.

When an SEO logs on to GSC to see billions of impressions and conversations, including "Pull Request", "Ruby on Jekyll" or "node.js", they know they've hit corporate SEO.

Enterprise SEO Billions of impressions in the Google Search ConsoleSlightly changed numbers from a Google Search Console screenshot, reflecting the volume I've worked with in corporate SEO.

What is Enterprise SEO Really?

Enterprise SEO is not just about the enormous volume of impressions and clicks or the complex systems with which pages are created, but also about working in a large company that has set priorities.

Enterprise SEO is about engaging stakeholders and several different personalities in a company for SEO.

SEO for Enterprise works with engineers to understand why you're asking for changes in their code, or to implement additional elements.

It's about understanding the magnitude of the impact from the effort by projecting goals for the smallest (or most complex) changes.

SEO in a business organization is about testing theories and ideas and using those insights to have a greater impact on the business.

SEO for business

It can be overwhelming to understand the nuances of managing a website that is generating so many impressions, but it's manageable.

Regardless of whether the SEO is a single employee within the company or a team of SEOs, it is best to break it down into four parts.

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I outline this in more detail in my article The 4 Pillars of Enterprise SEO Success, which is essentially limited to the following:

SEO Mitigation: Error Management & Technical SEO

Use a tool like Botify to crawl the millions of pages the site has generated and identify issues that might need fixing.

Additionally, you will understand opportunities from structured data, AMP, and other technical SEO strategies that can be implemented.

SEO Analysis / Reporting: Calculating assumptions and reporting on successes

At the corporate SEO level, the company expects reporting on key performance.

The ability to calculate goals from SEO work and to report on these successes is extremely important and a skill in its own right.

SEO Project Management: Identifying the growth and managing projects for SEO

There will always be an opportunity to grow for SEO and the need to own SEO as a product or work as a project manager to drive initiatives will lead to growth in SEO for the business.

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Relationship building: promoting SEO for stakeholders and other teams

90% of SEO success depends on other teams doing the work.

Getting buy-in from key stakeholders and promoting SEO for the business is a skill not all SEO possesses, but those who do can really get the benefits.

Wrap up

Most corporate organizations expect their teams to have a strategy with set goals for the fiscal year.

A business SEO professional should be able to take a step back and see the bigger picture.

Using the four main aspects of SEO, a strategy for the year (or more) can be easily crafted.

Understanding what technical work is required, identifying which projects Search Engine Optimization wants to tackle and being able to report on them is the engine of the strategy.

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Personally, I'd like to add a relationship building strategy in the form of education with the goals of general buy-in from specific teams.

This can be reflected in new projects or technical SEO work that would show growth as Key Performance Indicators (KPIs).

Ultimately, this results in a holistic approach to SEO that is reflected in the overall growth towards the billions of impressions the company sees.

More resources:

Photo credit

All screenshots by the author, August 2020

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