Enterprise SEO - Key Product and Service Criteria

What is Enterprise SEO?

The fundamentals of SEO do not change significantly at the enterprise level. Where enterprise SEO does differ is in scale. Enterprise-level sites consist of hundreds of thousands or even millions of pages. Aside from a large amount of unique content, consider all the images, products, videos, comments, and other assets that need regular attention at this level. Diagnosing technical issues or identifying problems with crawling and indexing pages can quickly become overwhelming. The scope of work to be done and web presence to be managed increases compared to a smaller site targeting the same areas of focus.

What should you look for in an enterprise SEO solution?

Because of this increased scope of responsibilities, the capabilities required of an SEO platform increase as well. The technology must go beyond simple keyword tracking and instead provide users with features for managing both the tactical and strategic levels of SEO. Here is a breakdown of the capabilities an ideal enterprise SEO solution should provide.

Advanced Technology and Artificial Intelligence

Having access to artificial intelligence allows enterprise platform users to gain an advantage over their competitors. Artificial intelligence, machine learning and deep learning will be an important part of marketing in the near future. This technology will help enterprise-level brands by scaling marketing efforts based on continuously improving AI-defined optimizations. Learn more about BrightEdge's SEO artificial intelligence solution.

SEO Research and Thought Leadership

An enterprise SEO solution should be leveraging unique and proprietary data to deliver new insights about the industry and the development of market trends. This demonstrates thought leadership and shows the depth of data analysis and interpretation that customers should expect. For example, SEO practitioners are analytical and like to benchmark their SEO performance with similar companies. This is why BrightEdge created a set of benchmark reports by industry. Each of these reports use industry-specific data, top industry trends, primary marketing channels and tactics, content comparison benchmarks, industry-specific SEO click curves and primary SEO use cases and solutions for the industry. 

Investing in research, sharing to educate the community, understanding industry trends - these are the indicators of an enterprise SEO provider that is shaping the future.

 

enterprise seo research - brightedge

Read our Latest BrightEdge Research Reports

 

Rate of Innovation and Development Cycles in Enterprise SEO

An enterprise SEO platform provider's engineering team recognizes that the SEO industry changes every week and invests time and effort to read signals and anticipate changes in the industry. Additionally, a robust enterprise platform should reinvent itself based on the feedback of its users to provide improvements to all users. For example, highly-effective custom reports can be created and made into templates used by others in the enterprise community.

Enterprise-Grade Operational Scalability 

Customers work hard to grow their businesses at a rapid rate, and an SEO solution should have far more capacity than they need. Correctly built architecture should scale ahead of its largest customers. For some enterprises, this means being able to add and track millions of keywords. It means being able to audit and report on the largest sites comprised of hundreds of millions of pages. 

System Availability

Global enterprises work 24/7 and their SEO platforms have to be available all of the time. The SEO leading 99.99% uptime that BrightEdge delivers requires reliable code running on hardware and software that eliminates congestion, errors, failures and downtime.

Integration with Top Data Sources and Data Integrity

Enterprise SEO platforms have robust APIs that allow for easy and quick integration with major data and analytics providers, like Google Search Console, Google Analytics, Adobe Experience Manager, Adobe Site Catalyst, Majestic SEO, Facebook, Coremetrics, and Webtrends with additional sources being added each quarter. The data an SEO company uses to make decisions has to be updated regularly.

Automation

As search engine algorithm updates become more frequent and official communications on their details more vague, there is a growing need for enterprise technologies to place website content in a smart framework. In such a framework, the process of updating site content to keep on top of algorithm changes is automated and users can use AI-powered topic discovery to surface actionable and relevant topics for content creation.

Large-scale enterprises require automation to achieve efficient monitoring and response. The best enterprise SEO platforms monitor your site and alert you of opportunities and threats. Look for dashboards with automatic updates and distribution. Look for platforms that track and report on site changes to enable auditing.

Enterprise-Grade Global Coverage

While not all enterprise-level websites are global, most are. Global enterprises need global reporting and insights that enables them to scale their workflows and best practices across countries. Enterprise SEO has to source and report on Google, Bing, Baidu, Naver, and Yandex in all countries where they are dominant and provide insights on major local search engines. 

 

enterprise seo solution - brightedge

 

Enterprise Workflow and Project Management Workflow Resources

One of the key issues facing massive websites involves workflow management. With the immense scale of an enterprise-level site, one-off page optimization and small content tweaks aren't viable. Enterprise SEOs need products that utilize logical and clear workflows for large teams. 

Features should include the ability to assign tasks to team members, manage tasks per member, record notes, record events and milestones as well as analyzing many pages or sections of a site. Enterprise platforms should enable robust user management and permissions controls.

learning enterprise seo - brightedge

Training and Certification for Teammates

In addition to a well-organized onboarding program, providers should have online enterprise training and certification resources for the SEO team to use and to share across the organization. Trainings should cover both product and industry topics to help enterprise SEOs evangelize SEO throughout the organization and drive adoption of the SEO platform.

Market Validation from Top Customers

Each enterprise goes through extensive diligence to select its provider. Review the provider’s referenceable client list, paying special attention to large global companies in related industries that have selected them for their enterprise SEO solution. Their case studies and testimonials reveal and reinforce the value the plaform generates. 

Support and Training

Large enterprises expect and require customer service and support from experienced professionals who take the time to understand and resolve issues quickly. In addition to customer service managers, the best SEO companies also can provide solutions providers and professional services. 

What Should You Look for in an Enterprise SEO Solution?

  1. Advanced Technology and Artificial Intelligence 

  2. SEO Research and Thought Leadership

  3. Rate of Innovation and Development Cycles 

  4. Enterprise-Grade Operational Scalability 

  5. System Availability

  6. Integration with Top Data Sources and Data Integrity

  7. Automation

  8. Enterprise-Grade Global Coverage

  9. Enterprise Workflow and Project Management Workflow Resources

  10. Training and Certification for Teammates

  11. Market Validation from Top Customers

  12. Support and Training

These are the primary criteria SEOs and digital marketing leaders in the largest organizations expect, and only a top enterprise SEO provider, like BrightEdge can develop and deliver.