Walmart and Liberty Cafe (it’s near my house and super great) are two very different businesses. Each requires a unique approach because of its size, how it operates, what it offers, and the intended outcomes.
B2B (business to business) and B2C (business to consumer) strategies are very different beasts, and the difference is summed up by explaining:
- B2B leads are worth $5,000 each
- B2C ecommerce sales are worth $50 each
More or less, B2B companies don’t necessarily need huge amounts of traffic, they need quality traffic. Each visit counts. B2C companies such as Best Buy, Target, or Walmart, need volume.
Enterprise SEO Example 1: Dialpad’s Stategy for Enterprise Leads
In my experience, there are two things marketing managers want to hear:
- I found the low hanging fruit
- It has fantastic ROI numbers
That’s what Dialpad’s Enterprise contact center solutions page looks like it’s doing.
Rather than cover the market with content and hope for the best, they have a specific lead generation page designed to rank organically.
It doesn’t get a ton of traffic, but it doesn’t need to. Its main keyword is “enterprise contact center solutions”. A contract for this term would mean a great return on investment for the effort involved, given that contact centers require many subscriptions.
Here are a few of their top keywords for that page.
This is a great example of identifying which keywords to choose, writing extensively on the topic, and then bringing in some links for it.
Enterprise SEO Example 2: Mckinsey’s Method of Covering the Market
McKinsey is not a small player. They’re a global consulting firm with 38,000 employees and have the budget to be an online heavy hitter. Ahrefs tells us they rank for 1.2 million keywords worldwide and have acquired over 4 million links. So what’s the strategy here?
By covering the market so widely, they’re earning media impressions for the areas of business they want to. It’s the same tactic as buying billboards, sponsoring events, or having the naming rights of a sports arena. People hear your name, trust the company, and will likely do business with you because you’re a safe bet. That’s the logic, anyways.
An example of awareness is in their post on Omnichannel Marketing. This page ranks for ~580 keywords in the United States. It’s highly unlikely that people read this post and immediately hire them. It’s used more as an awareness first touch point for people wanting to learn more about Omnichannel marketing or what it even is.
We can tell this mainly by knowing that this post is not ranking for “omnichannel marketing agency”, or “omnichannel marketing services”. It’s being used to get the name out there and McKinsey is an expert in the field.
But, does it work?
Their Omnichannel Marketing page alone gets ~5,000 organic visits to its page per month and ~14,000 worldwide. That’s 14,000 underpaid visits per month from a term commonly used in board rooms. So yeah, it works.
Enterprise SEO Example 3: Amazon Ads' Definition of Omnichannel Marketing
Organic rankings always shift, and since I started writing this post, the rankings for these examples have changed. I mean, what’s new?
Amazon Ads’ page on Omnichannel Marketing seems to have outranked McKinsey’s page for now, and it’s a great example of the types of content that can rank. It’s a resource / FAQ page with just a wall of text.
This page has:
- 1,989 words (vs. McKinsey's 2,452)
- A much weaker backlink profile than McKinsey’s
- A site DR of 96 / 100 (McKinsey’s is 92)
So why is it all of a sudden doing so well? It could be due to Amazon's technically cleaner page.
These are the Lighthouse scores for both sites. Amazon's performance is much better
It appears that technical SEO is how to win on this subject.
SEO Factors Unique to Enterprise
This is first on the list for a reason. Sites with a lot of pages allows room for a lot of errors. The first thing to look at is how to generate results at scale. If there are site template tweaks to be made, this can happen quickly.
In the examples above, they’re targeting terms that are important to their business. Writing about terms that don’t relate to your organization’s bottom line is the definition of wasted effort.
Before you create content, ensure you know your business and what terms are relevant in your industry. If you’re not sure, ask the subject matter experts in your business, the salespeople what to write about.
Thinking you know the audience is one thing, but researching them is another. Some basic keyword research can go a long way in determining the terms people search for.
In the omnichannel marketing examples, many people simply want to know what the term means. By explaining the definition, these websites are bringing in a lot of people who don’t want to hire an agency. It’s an awareness play that both organizations can afford to do. Smaller organizations may only be able to afford to produce an “omnichannel marketing agency” page which is more direct to the point by does not draw in thousands of people.
Enterprise sites are often on a CMS that was procured a long time ago. This often makes improving speed difficult site-wide, meaning that it’ll have to be done on a page-by-page basis.
Scalability and Infrastructure
Enterprises often have sprawling websites with thousands of pages, which demand a scalable approach to SEO. Enterprise SEO services are equipped to handle these complex structures efficiently. They ensure that SEO strategies can adapt to the growth of the business and that the website's infrastructure is SEO-friendly, including mobile optimization and site speed improvements.
International SEO and Localization
For enterprises with a global presence, international SEO and localization are critical. Multilingual websites, implementing hreflang tags, and optimizing for local search engines and cultural nuances need a solid strategy.
In-Depth Analytics Analysis and Reporting
Enterprise-level organizations require in-depth, real-time analytics to make data-driven decisions. Benchmarking, advanced reporting tools and dashboards that offer insights into keyword performance, traffic trends, and conversion metrics are needed to make decisions.
Large enterprises often face more significant challenges in managing their online reputation due to the increased visibility and potential for negative feedback. Strategies for online mentions and reviews for reputation management should be worked on for controlling the narrative and brand sentiment.
Authority Building and Link Acquisition
Establishing authority and acquiring high-quality backlinks is a crucial aspect of SEO. You'll need to conduct comprehensive link-building campaigns that focus on acquiring authoritative links from reputable sources. Leveraging relationships within their industry to secure valuable partnerships and mentions is also an SEO superpower.
Search engine algorithms constantly evolve, and enterprise-level organizations need to adapt quickly. Ensuring that traffic trends are monitored and the team is agile in adjusting their strategies to maintain and improve rankings is another important factor.