Search Engine Optimization is mandatory for any enterprise: it’s how search engines push your websites to provide a better experience to the end user while also helping businesses and individuals manage to get ranked on various search engines, including the most popular and powerful, Google.
When a customer searches for information about your business, they go to the search engine to find you. There, it’s not just you but your competitors as well. They appear at the top of the search; alas, your valued customer goes to your competitor. You offer world-class service. But how will the customer get to you?
Wait! Don’t panic. We have SEO strategies to help your business propel. Today, SEO is roughly an $80 billion dollar industry. And business owners are serious about making their business visible by exploring all the available platforms. Let’s explore what SEO can do for your enterprise.
Why Do We Need SEO for Enterprises?
Search Engine Optimization (SEO) is tweaking various website features to help you gain more traffic and rank on the top of search engine result pages (SERP) so that your enterprise is at the top of search results and not your competitors.
There are two main reasons why SEO is important for enterprises:
- It Increases your website visibility.
- It drives more website traffic.
Benefits of SEO For Enterprises
Besides driving more traffic and increasing your brand’s visibility, SEO for enterprises offers the following benefits
- Generate more leads
- Get organic traffic
- Deliver quality content to your audience
- Set and measure metrics to improve
- Offer better user experience
- Encourage them to set and follow a strategy
How Does Google Search Engine Work?
Google’s search engine deploys bots that crawl through websites and index the web pages in a directory. When you launch a new website for your business, Google bots crawl your website and index it.
A random customer searches for a product. It happens that you sell it. The Google bot searches that ‘keyword’ that the customer typed and matches it with the website where you have mentioned it.
Search engines employ bots that traverse websites to crawl for information and index them using algorithms that rank your sites in SERPs. These algorithms are designed to display the most relevant web page first.
It considers many features to display your website on the top SERP result pages. These include site architecture, content quality, mobile friendliness, and keywords. There are other features that Google considers for ranking. SEO is about optimizing these features so that the Google search engine ranks you at the top.
Three Primary Functions Of The Search Engine
- Crawling is discovering new or updated pages and links that lead to more pages and add to Google’s index. Crawling leads to indexing.
- Indexing stores, analyzes, and organizes the new or updated web page in Google index to be displayed on the SERP results page.
- Ranking is important for any business. The higher you rank on the search engine result page (SERP), the more likely your prospects will see you and click through to your site.
E-A-T Is Important
SEO considers the content you post about your product. Your website can’t just have pictures of your products or services. You need to have content about what products or services you sell. You need to educate your audience about your products. You might offer B2B or B2C services, but your audience still needs to know your products’ specific features.
So, write content that sells. Google’s search engine has imbibed E-A-T criteria into its algorithm, which considers this a factor in ranking your web page.
E – Expertise
A – Authoritativeness
T – Trustworthiness
Google insists on providing high-quality content to its users based on E-A-T criteria. It considers the expert level of the content creator, the authority of the creator and content, and the trustworthiness of the content and your website.
SEO Strategies To Implement For Your Enterprise
There is a range of great SEO strategies that you can implement to ensure that your website is optimized. Publishing content, keyword optimization, and link-building strategies ensure that your website is pulled to the top of the search result page.
Keyword research is the first and basic task in SEO. When you start a new website, keyword research provides an overview of what topics your target audience is interested in. It is important to find the niche keywords that would rank for you.
Keyword research helps you find the most profitable keyword opportunities to plan your content strategy and marketing calendar.
Choosing a Topic Based on the Keyword
You can choose a topic by entering a keyword into Google Search. Google’s autocomplete prediction suggests keywords that users are currently searching for.
Google’s autocomplete prediction suggests trending searches.
You can also get other keywords from the autocomplete prediction that can rank well. This can help you build content pillars. For instance, if your niche business is about e-vehicles, and you try to create content around that niche by using the other keywords suggested by this feature.
You can use tools to generate keyword ideas. These tools offer metrics such as search volume, SEO difficulty, CPC, and PD. Search volume is a numerical value of the number of searches this particular keyword had during a month.
SEO difficulty is the estimated competition a keyword has in organic search. The more the value, the more competition. Paid difficulty (PD) is the estimated competition in paid search. Here too, the higher the number, the higher the competition.
Cost per click (CPC) is the average cost per click if you want to pay Google to be seen as an ad. If someone pays a high CPC, the keyword is more valuable.
Ubersuggest – Keyword Ideas
There are many tools on the internet for keyword research, each having its own features to benefit your particular enterprise. Here are a few popular tools:
Content is king! This phrase may sound cliche, but it’s true that content and SEO go hand-in-hand. A good content strategy is to plan and organize the topics in a structure known as a content hub.
A content hub is a collection of pages on a common topic. The pages are interlinked and provide a general overview of the topic as well as linkage to other webpages where further topics are explained.
As a good practice of SEO for enterprises, there are two types of content that you can create:
- Pillar content – a pillar page provides a broad overview of a topic explaining a keyword generally (e.g. electric vehicle).
- Cluster content – these are the supporting pages that focus on subtopics within the theme elaborately (e.g. electric vehicle charging units).
Focus Keyword Optimization
After you have the focus keyword, optimize it in the topic. Below is the list of website elements where you can use the focus keyword.
- Title tag and meta description
- Heading and subheadings
- Body text
- Image metadata
- Anchor text of the internal links
- FAQ section
When you write about a topic, make sure to include the focus keyword in the title tag and in the meta description. Meta descriptions are important for two reasons:
- Convinces people to click on your website when it appears on the results page.
- Improves your CTR, and Google measures CTR rate to improve your rankings.
Focus Keyword in title and meta description
A general rule of thumb is to have the focus keyword in the URL and keep it short so that it is easy to read. The headings in the article must have your focus keyword. If applicable, use the focus keywords in some subheadings. Finally, the focus keyword must appear several times in your body text and as an alt tag in the images, you have uploaded.
On-page SEO is the practice of optimizing web page content for search engines and users. Common practices of on-page SEOs include optimizing title tags, content, internal links, and URLs. You also need to optimize your content for
- User experience
- Bounce rate and dwell time
- Page speed
|On-page SEO,||Off-page SEO|
|Everything you can do internally to boost your rankings.||Everything happening externally impacts your site’s rankings.|
|Includes keyword optimization, meta descriptions, title tags, alt text, and website structure.||Includes backlinks, E-A-T, local SEO, social media mentions, and pay-per-click.|
There are other types of SEO techniques – technical SEO and local SEO. Technical SEO involves optimizing the technical aspects of your website for the search engine to crawl, index, and render. Rendering in search engine optimization is the process where the bot crawls the website, runs the code, and understands the structure and layout of your website.
Technical SEO would be
- Building an XML sitemap that Google bot-crawls to understand your site better.
- Designing breadcrumb navigation links that help the user get back to their intended previous page or home page.
- Optimizing the web page content for better page-load speed.
- Creating Mobile-first indexing where search engines index mobile-friendly pages.
Local SEO is an optimizing strategy where businesses are more visible in local results. When a user searches for a keyword, and if it is related to the services your business offers, your physical location appears in the search results.
Much importance is given to external links compared to internal linking. Here’s why internal linking is important:
Internal links improve the crawlability of your website. If your web pages are interlinked, search engine crawlers find it easy to crawl and index your web pages.
Internal links improve the user experience and engagement of your website. If you have clear navigation, your visitor’s search is easier. Have relevant contextual links, so your visitors keep searching on your website rather than leaving yours to find the answer they are looking for.
Internal links improve your rankings as they pass down the “link juice” if the link passed has a lot of relevant links with descriptive anchor texts.
The golden rule of internal linking is that all pages should be accessible in 3 clicks from your homepage.
A backlink is a link from one webpage to another. Search engine developers realized that if many quality web pages link to a certain page, it means the page is valuable and trustworthy. This “link juice” is passed from the valuable site to the linked site.
Frequently Asked Questions
SEO for enterprises is catching up as business owners need visibility and drive more website traffic. SEO and content are inseparable and are sure to beget the results you seek. Are you interested in growing your business? We can help you with link-building and content marketing. Contact us for link-building services.