Recently updated: August 26th, 2024
Traditional SEO and keyword tactics don’t work for all, especially when it comes to SEO for enterprise sites. All things are not equal in SEO strategies for businesses, and you can make things work in your favor as soon as you understand it.
A keyword research strategy for one website does not necessarily work for another website. And, when you are doing SEO for an enterprise site, you need to make some changes in your keyword research strategy and SEO practices for the best results.
Enterprise business is a large-scale company with hundreds of pages on its websites or has a very complex business structure serving a larger consumer base. When it comes to optimizing an enterprise site on various SEO ranking signals and metrics, traditional tactics and fixes don’t always work. While dealing with large swaths of content, you need to make regular updates, address problems quickly, and make decisions to scale up that really work in your favor.
We all know that keyword research is the foundation of a good SEO tactic, and it is also true in the case of an enterprise site. Here’re some keyword research tips for enterprise-level SEO strategy to help you get started:
Filter Your Keywords Using Crawler Tool Insights
Before starting work on your keyword strategy, you need to know where you stand against your competitors. It will help you scale up the changes for the overall performance improvement. An enterprise business faces significantly higher competition than small-sized businesses. It is where an SEO tool can help you to see what’s working well for your competitors and where there might be a gap that you can fill.
Follow the following practices to filter your keywords:
- Filter out branded keywords: You will never want to rank your web pages for a keyword that includes your competitors’ brands. Such keywords are irrelevant to your ranking. Filtering those keywords can shorten your list to focus on the most relevant topic-based keywords.
- Filter high search volume keywords: There is nothing good about competing for a keyword that requires enough effort and time. You will never want to spend your resources and time on keywords with higher search volume in the industry. But if you see the potential to yield bigger benefits and have time and resources to spend upfront, you can go for it.
Segment Your Site
It will make keyword research easier for you when you have so many potential topics and web pages to cover. The best way to start researching and optimizing is to segment your site and break your research down into smaller parts.
Segmenting your site will not only help you focus on a particular area at a time, but it also helps you share the workload to make things easier for everyone. You can focus on your products/services, business locations, and problems to solve for your potential consumers to divide your site into segments. Make note of things that overlaps in different segments or where you want to add internal links after optimizing the whole site.
Do Market Research
An enterprise business has access to a wide network of customers, which they can use in their favor through proper keyword planning. Take advantage of this to gather insights as much and as often as possible. It will help you get greater market insights with your customers. You can use a CRM tool like Instantly to store feedback and conversation notes to build your keyword research around that and generate new content ideas.
Don’t forget featured snippets and “people also ask” opportunities
It is the best way to look at what actually your potential customers searching online when they look for products or services similar to yours. Use your most competitive keywords to search in Google to see what actually appears on the first page of the search result. Read through the featured snippet section and “people also ask” section on the first page for additional topics and phrases to build your keyword strategy.
This type of information helps you optimize your keyword strategy for text as well as voice search and update your content structure for the best results.
Target for keyword rankings on page two of search result
Keywords ranking on page two of search results are potentially more achievable to an enterprise company with a larger customer base and resources. When your business site has been around for longer, you may have several hundred and thousands of quality backlinks.
You can take advantage of this opportunity to target those keywords first that are easy to rank and bring you in the game as early as possible. Ranking for keywords at the top of the second page is easier for an enterprise site. These are quick wins in a bigger game to keep everyone motivated during SEO planning and optimization.
Find pages with thin or underperforming content
Instead of adding additional content or pages on your site, look for pages with thin or underperforming content where potential keywords are already being used. Expand or update those pages by adding some additional content to improve user experience and get more ranking opportunities. Sites like DeepCrawl can help you find pages where you can add additional content for your keyword strategy.
Focus on local SEO
When you target a diverse market, don’t forget to include Local SEO in your keyword research and planning to target a specific market. Research local and smaller businesses too to look for keywords where competition is very stiff, and you can easily win the game with the level of resources you have.
Look for smaller companies who are posing stiff competition in a specific region for the same keywords with which you are targeting a diverse audience. Look for gaps and opportunities to create your enterprise-level authority to win the game here too. You can gather important insights from their Google Reviews and Google My Business listings to optimize your keyword research strategies.
Use automated tools
With so many pages and large swaths of content to manage, it is hard to keep track of everything in spreadsheets. A specialized and automated tool can ease out things for you to manage keyword research, planning, and performance for different pages. You can use Semrush, BrightEdge, and SEOClarity for enterprise-level SEO and keyword strategies.
Conclusion
Doing keyword research and SEO planning for an enterprise website is no easy task. It’s like managing SEO and Keyword strategies for multiple sites. You need to be very clear about what you are doing and what your strategies should be to win the game slowly but steadily. These tips can help your SEO team to work on their keyword research and planning that work for enterprise-level businesses.
