What Makes Enterprise SEO Different To SEO For A Small Business?
If an agency, or the client are not prepared for the realities of an enterprise-level campaign then the project can go horribly awry.
Here are 3 key differences between a small and enterprise level business SEO campaign:
1) Red Tape/Politics Around Website Content Changes
If you have ever needed to get content vetted by brand managers and then legal departments at a company, then you know what we are talking about. A large organisation can’t just let an agency change their website content willy-nilly, like many small businesses will.
This type of extra ‘red-tape’ will need to be factored in when any timelines are given for website content changes, and any subsequent results are achieved.
2) Being Technically Savvy
Often times, large enterprise websites usual multiple content management systems, separate e-commerce platforms, blogging platforms etc..
The SEO agency needs to have enough technical experience with the systems being used by the company to ensure all required changes are implemented effectively, and nothing gets broken.
If technical issues arise (which they will!), a direct line of communication with the IT department is required to ensure the situation is remedied.
3) Setting Expectations Correctly
The clutch factor on the success of an enterprise-level campaign is to set expectation correctly with the relevant stake holders.
Does your site want to boost enquiries/direct sales/social media shares?
What kind of traffic volumes and conversions are you looking for?
The last thing you want is to start off the campaign without clearly being able to measure what ‘success’ looks like. Having everything defined will increase the probability that all relevant departments (IT, marketing etc) will know what to expect, know their part to play and most importantly, get excited about the benefits of the SEO project.
Overall, the benefits of enterprise-level SEO can be
exponential. Large companies aren’t as
agile as an SME, hence everything from project sign-off to project delivery
takes longer. Once a large corporate brand get search engine optimisation right, it is a mountain to climb for small businesses to get similar results.
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