20 Enterprise SEO Strategies to Reach Decision-Makers

Enterprise search engine optimization (SEO) is a set of practices aimed at optimizing the websites of large organizations, which typically have thousands of pages. It's essential for growing and maintaining consistent search visibility across multiple markets and product lines.

In this guide, I'll show you how enterprise SEO differs from traditional SEO, after which I'll go over the most effective strategies for optimizing web pages at scale.

What you will learn

• The key differences between enterprise SEO and traditional SEO
• The importance of SEO is for enterprise companies
• A step-by-step guide to building a successful enterprise SEO strategy

What is enterprise SEO?

Enterprise SEO is a large-scale process of optimizing robust, enterprise-level websites for search engines. It involves implementing SEO best practices to hundreds or thousands of pages to improve their organic visibility and reach global audiences.

As enterprise SEO requires many activities, it often involves cross-department collaboration between SEO specialists, developers, content teams, and executives. These teams must be united under a comprehensive long-term strategy that meets various goals, such as:

• Influencing large audiences (often millions of monthly visitors)
• Securing high-value commercial terms
• Competing across broad product verticals

Because of its diverse processes, enterprise SEO should be supported by capable automation software that minimizes mundane work.

It also requires effective workflow management and clear communication channels that enable streamlined reporting for SEO.

Doing all of this isn't easy, but the effort is more than worth it—as evidenced by many websites that have achieved astonishing results with enterprise SEO.

Salesforce is a perfect example. Thanks to an elaborate enterprise SEO strategy, their website maintains outstanding visibility for hundreds of cloud solutions across global markets.

The Salesforce blog has a mind-boggling organic traffic of 4.7 million monthly visits, which speaks volumes about the possibilities of enterprise SEO.

What is the difference between enterprise SEO and traditional SEO?

The main difference between enterprise SEO and traditional SEO is in the scale of operations, given that enterprise websites are much larger and more complex than average. Traditional SEO often involves hands-on optimizations for a single website, while enterprise SEO must scale the changes across hundreds or thousands of pages.

This scalability is achieved through several practices that often aren't a part of traditional SEO, such as:

• Programmatic SEO
• The use of enterprise-level automation tools
• End-to-end integrations with CRM, CMS, and analytics platforms

The team structure is another major difference.

While traditional SEO can often be performed by a dedicated team, enterprise SEO involves cross-functional collaboration between IT, product, and marketing teams.

If you need an example, compare websites like Runner's World and the IBM blog.

Runner's World is a mid-sized website that can still grow through traditional SEO, while IBM's thousands of pages require enterprise SEO because managing them individually isn't feasible.

Why is SEO important for enterprise companies?

SEO is important for enterprise companies because it supports discoverability across customer journeys and product lines, even in global or multilingual environments. Its comprehensive approach to organic visibility helps position your company as an authority in the eyes of search engines and potential customers, giving you a lasting competitive edge in different niches.

An elaborate SEO strategy is also a major investment in your company's long-term growth. Each optimized page can drive organic traffic and maintain brand visibility for years, so the ROI can be outstanding.

In the long run, SEO pays off far more handsomely than paid acquisition, the costs of which keep rising. Research by Focus Digital showed that the cost of paid acquisition increased by up to 15% across industries in 2024 compared to 2023.

At the same time, SEO was the highest-ROI channel with an impressive 748% over a three-year period.

SEO can also have massive non-financial benefits, such as the protection of your company's reputation. If your messages can reach wide audiences, you can manage your reputation more easily and avoid issues like brand impersonation.

20 steps to build an enterprise SEO strategy

A typical enterprise SEO strategy encompasses numerous pages, so it requires a multi-faceted approach. Here's a roadmap to follow when developing it:

1. Build content hubs

A content hub (also known as a content or topic cluster) is a group of closely related content that consists of two elements:

1. Pillar page—A long-form piece that provides high-level information on a broad topic
2. Supporting pages—Shorter, more detailed pieces that cover specific subtopics of the pillar page

The pillar page must link to all supporting pages to create a hub. Here's a visual example:

Building content hubs helps you achieve topical authority through comprehensive topic coverage that shows Google your website is the go-to source of relevant information.

When creating content hubs, keep the customer journey in mind and map content to the specific stages:

1. Awareness—Informative content that educates readers and introduces your solution
2. Consideration—Commercially oriented content (reviews, comparisons, testimonials, etc.)
3. Decision—Conversion-focused content (pricing information, freebies, offers, etc.)

By covering the entire journey, your content can hand-hold users through the funnel and provide tangible value while serving your goals.

Global consulting firm Accenture’s blog has several content hubs based on the industries and niches it services — cybersecurity to supply chain. This allows potential buyers to find relevant information where Accenture has a commercial interest.

Surfer's Topical Map can help you find related blog post ideas for your content hub. This data can help you reach users who are interested in topics that align with your product and services.

Below is a snippet of Surfer's recommendations for an enterprise selling cybersecurity software.

2. Address decision makers

While traditional SEO strategies are focused on broad audiences, enterprise SEO zeroes in on upper management and executives (CMOs, CTOs, procurement heads, etc.).

That's because those individuals are in charge of the decisions your SEO strategy should support.

Knowing this lets you tailor your content to serve the target decision-makers. Such content should focus on:

• Notable pain points
• Strategic goals
• ROI concerns

Put yourself in the shoes of a decision-maker reading your content, and consider what they care about the most. After choosing the focal point, deliver it through credible, authoritative content that informs and engages high-level executives.

You can do this in many ways, such as:

• Publishing data-driven content
• Understanding and covering industry trends
• Using case studies and testimonials to communicate credibility

The specifics of your content will mainly be driven by the exact role of your target audience. For example, content aimed at CFOs should focus on the financial aspects of your chosen topic, while matters like security and compliance should target IT teams.

Besides the messaging, tailor your tone and style to decision-makers. These are typically educated and highly experienced individuals, so use an authoritative (yet approachable and engaging) tone.

Research and advisory firm Gartner knows exactly who their audience is, so its content is tailored to the needs and preferences of C-level executives.

Everything from the topics to industry-related phrasing is geared toward them, which positions Gartner as an authoritative source.

3. Demonstrate your product or service as a solution

You have plenty of opportunities to educate your audience about your products or services, with case studies and testimonials traditionally being the most common ones. Still, there's another approach you should take—product-led content.

No matter what you're offering, you can integrate it into your content naturally through different content forms, such as:

• Informational content related to your offering
• How-to guides that solve specific problems using your product
• User-generated content that highlights the use of your solution

To combine product-led content with SEO, choose commercial keywords you can connect to your product's features.

For example, if you're selling enterprise payroll software, you can write content around keywords like:

• Payroll automation
• Payroll process documentation
• Federal payroll regulations

Asana is a perfect example of product-led content done right.

It consistently publishes content related to project management and connected activities, which provides value while promoting the platform without direct sales copy.

As for user-generated content, encourage your audience to share their experiences through blog posts, videos, and other content forms.

The goal is to have users show how they solve real-life problems with your product.

Similarly to how Adobe does with case studies showing how their customer used Adobe Premiere Pro to edit a Hollywood film.

4. Capitalize on your brand awareness

As your website gains traction, users will start looking for it specifically through branded keywords (e.g., "quickbooks inventory management" or "cloud compliance aws").

Leverage those keywords and target them with clear, authoritative content to turn this brand awareness into traffic and solidify your position as a credible source of information.

You can use Google Search Console (GSC) to find branded keywords. In the Performance report, go to Search results and create a custom query filter with your brand name.

GSC will then show you all search terms containing the name.

Keyword tools like Google Keyword Planner can also be useful, especially if you want to find related keywords surrounding your brand.

Search for the brand name, and then filter the keywords to include branded ones, like so:

After identifying branded keywords, target them with content like:

• Brand stories
• Thought leadership pieces
• PR pages

It's also a good idea to directly address the questions that people might have about your brand through FAQ pages and/or sections.

If you're not sure what questions to include, Google your brand and check out the People also ask section.

Zapier leverages branded keywords better than most, so it dominates the search landscape for most branded terms (e.g., "zapier integrations" or "how zapier works").

This is done through a sizeable amount of blog content, which often features the company's solutions.

5. Rank for your competitor’s keywords

Besides targeting your own branded keywords, you should try to rank for the competitors' terms to capture their traffic.

This is popularly called "brandjacking," and it's an effective SEO tactic for tapping into new audiences.

A common way to target competitors' keywords is through reviews and comparisons. For example, you can write a head-to-head comparison of your product and a competing one, which will include all the relevant keywords (especially branded ones).

When writing such content, always be fair and factual.

Don't bash a competitor or try to position them in a negative light. While you should freely cover their shortcomings, avoid negative language and opinions.

If there's something they do better than you, be open about it to maintain objectivity.

It's also a good idea to back up all the key points with clear proof.

For example, you can use customer quotes or reviews from reputable sites like G2 when discussing the pros and cons of a competitor's solution.

ClickUp is an excellent example of a brand that effectively targets competitors' keywords. It consistently publishes comparisons that position its product as a superior alternative, and it does so without badmouthing competitors (outside of an occasional witty joke about them).

6. Target popular branded terms

I already discussed branded search terms but this is different.

After covering branded keywords related to your brand and competition, focus on long-tail or branded search terms connected to your business partners.

Covering related branded keywords is especially important for SaaS providers and other companies that offer integrations with other software because it can help such companies leverage their partners' audiences.

You can target these keywords through the content types I've mentioned in the last few sections, though you should also take another approach—creating dedicated landing pages.

For example, if you offer enterprise software and integrate with other B2B tools that provide related services, you can create dedicated pages for such companies to attract their user base.

Here's an example of Zapier in action, targeting searches for MailChimp and Webflow – 2 popular tools users are looking to integrate.

You can also create a specific page for each platform you integrate with to show how your solution works with it.

Monday is a great example of a brand that owns the search landscape for branded integrations. The website has specific pages for each integration (like Slack), which are optimized with branded keywords for increased visibility.

When writing pages for integrations and partners, pay special attention to structured data (schema markup).

By marking up your content correctly, you make it easier for Google to pick it up and connect other brands with yours.

There are various types of schema, and the right one will depend on the page's specifics.

For example, HP's printer page has 4 types of schema.

And looks like this in the search results.

This way, HP's pages have higher visibility with rich results that stand out in the results pages.

7. Publish original research using proprietary data

Unlike SMBs, enterprise businesses often have abundant resources and bandwidth to conduct extensive industry research and gather unique insights.

Publishing those insights should be a part of your enterprise SEO efforts because it can provide outstanding value to your audience and position you as an expert in the niche.

Original research can be turned into various content pieces, such as:

• Annual benchmarks
• State-of-industry reports
• Product usage statistics

This data-driven content can be a magnet for backlinks, social shares, and media mentions—all of which can positively impact your SEO standing.

Wistia's annual State of Video Report is a textbook example of value-packed original research. The company surveys hundreds of experts to gather unique insights, which are turned into an actionable report.

Besides building authority, the report is an effective lead magnet because you need to leave Wistia your email to download it, so it doubles as a key piece of Wistia's marketing funnel.

When publishing your reports, go beyond charts and figures to include expert commentary and actionable insights aimed at C-level executives.

Doing so enhances your credibility and establishes you as a thought leader, which does wonders for exposure and customer trust.

8. Tap into product-led SEO

Product-led SEO goes beyond content that showcases your product's capabilities. If possible, you should go a step further and create SEO-friendly freebies and tools directly related to your product.

Depending on your offer's specifics, those tools can come in different forms, such as:

• Calculators (e.g., mortgage calculator or BMI calculator)
• Templates (e.g., employee time tracker)
• Interactive checklists
• Technical tools (e.g., file converters or image editors)

Regardless of your chosen approach, make sure the pages with the tools are indexable and useful enough to encourage clicks and shares.

They should also target evergreen informational keywords to ensure each page stays relevant in the long run.

To get the most out of your freebies, embed CTAs or lead capture forms that will drive users further down your marketing funnel.

Notion offers a wide collection of templates for many uses, from design and engineering to health and fitness.

So when people are looking for templates for meal planning, budget, traveling and so on, they are likely to land on Notion's pages and use their product, thus seeing it in action first hand.

The platform also lets external creators contribute with their templates, which lets the website scale content effortlessly.

You can encourage users to leave their email, sign up for a free trial, or take other actions aligned with your digital marketing strategy.

In some cases, you might be able to leverage product data to create dynamic SEO pages like direct comparisons and reviews.

This is typically done through programmatic SEO, which lets you create hundreds or thousands of pages at scale through pre-defined rules (more on that a bit later).

This way, you can target plenty of keywords at once and cast a wide net that captures traffic from numerous queries.

9. Invest in digital PR

Unlike traditional PR, which mainly focuses on brand awareness and media exposure, digital PR has a broader focus. It aims to improve online engagement, bring qualified traffic, and manage a business's online reputation.

This is often done through online PR campaigns that attract high-quality links from reputable sources like well-known media and news outlets.

Besides publishing data-driven content that attracts links passively, you can take a more head-on approach by directly involving yourself in different media initiatives.

A while back, Patagonia launched an interesting PR campaign by emailing its 750,000 subscribers, asking them not to buy their popular jacket on Black Friday.

The campaign aimed at combatting overconsumption and gained quite a bit of attention, as well as features in well-known outlets like International Business Times.

You can use reporter platforms like Qwoted to find journalists covering topics in your area of expertise and offer your insights. The journalist will quote you as a source and link to your website, which improves both your exposure and backlink profile.

Alternatively, you can consult an agency or your internal PR team on the initiatives you can launch.

Think about what would draw the most attention to your brand, but make sure this attention is positive.

Steer away from unnecessary controversies to prevent your campaign from backfiring and damaging your reputation.

10. Display your expertise with E-E-A-T

E-E-A-T stands for the four elements that Google wants to see on your website to rank it high:

1. Experience
2. Expertise
3. Authoritativeness
4. Trustworthiness

The first three elements feed into the fourth, so you should showcase them throughout the website. For example, each article you publish should contain:

• An author bio highlighting their expertise on the topic
• LinkedIn or social media links that users and Google's crawlers can use as proof of the author's credibility
• Author schema that makes it easier for Google's algorithm to pick up on the author's information

Mayo Clinic covers some of the most sensitive topics from the SEO perspective, yet it maintains an outstanding reputation and credibility.

Among its many efforts, it does this by highlighting physician authorship, medical reviews, and last-updated timestamps to ensure relevance and recency.

You can also use the About page to showcase authority and experience signals through certifications, credentials, and partnerships. The same can be done through other pages (Testimonials, Editorial Standards, etc.), depending on your niche.

If you're covering YMYL (Your Money, Your Life) topics like finance and health, it's also a good idea to use expert quotes, reviews, and interviews to back your claims with credible sources (even if you're among them).

The more  credibility you demonstrate, the more Google will trust your pages and content.

11. Combine content marketing with SEO

Enterprise SEO isn't an isolated activity - it must seamlessly integrate into the broader digital marketing strategy that includes many avenues, such as:

• Content marketing
• Email marketing
• PR campaigns
• Paid search

An elaborate content marketing strategy stands out as particularly important because many SEO signals are sent through quality content. You should always aim for unique, valuable, and clickable content that checks all the necessary SEO boxes.

For example, you can interview internal SMEs and industry experts to ensure your content is helpful and positions you as an authority.

You can then include the right keywords for effective on-page optimization and highlight data and stats that others can reference to support your link building strategy.

To make things easier for non technical writers who may lack keyword research skills, Surfer shows you which keywords your page must include to appear relevant to search engines.

Besides blog content and traditional informative pieces, try to keep things interesting and engage your audience ongoingly through pieces like:

• Notable updates
• Announcements
• Behind-the-scenes product insights

You should also go beyond written content to expand your reach and accommodate audiences that prefer audio or visual content.

Publish videos, podcasts, and short-form pieces like Reels and TikToks to leverage multi-channel marketing and show Google that your brand keeps your audience engaged beyond the website.

HubSpot does an excellent job at combining SEO with a diverse content marketing strategy. The brand maintains a rich blog, a large podcast network, and a popular YouTube channel to attract audiences from many sources and build its authority.

12. Capture your audience with a newsletter

Google rewards sites that people keep returning to, and one of the best ways to make this happen is to run a consistent newsletter. It keeps your audience engaged with your brand and increases loyalty, which helps maintain and grow website traffic.

The main two channels to use for a newsletter are your blog and email.

Ideally, you'll combine both so that audiences that don't frequently visit your website can get notified of relevant updates via email.

McKinsey takes an effective approach to engaging audiences with newsletters. The website's blog has a dedicated news section that users can browse for updates, announcements, and industry opportunities.

Both the category page and specific pieces also contain email sign-up CTAs, which help McKinsey build their email list and nurture their audience.

To encourage people to sign up for your newsletter, include CTAs and sign-up prompts in high-traffic pages.

These will typically be well-ranking pillar pieces, though you can also use specific landing pages or product pages to drive users to your newsletter.

You can use Google Search Console to find pages with the most traffic, to see where you can embed newsletter sign-up prompts naturally.

If you offer freebies or useful tools, their pages are the most likely to convert because they provide tangible value.

13. Scale web pages with programmatic SEO

I've mentioned programmatic SEO in passing, but it deserves its own section because it's a unique opportunity often reserved for enterprise businesses with the resources and staff necessary to scale content creation.

If your content strategy allows it, you can use tempate- and rule-based automation to build thousands of SEO-friendly pages with minimal legwork.

Those pages typically serve specific use cases like:

• Product reviews
• Software integrations
• Listings and directories
• Niche-specific content

For example, you can create programmatic pages for a keyword like “best CRM for [industry].” The content on the page will change according to the chosen industry, so you can target various niches with the corresponding keywords.

You don't need to create a page for each industry manually (hence the "programmatic" part). All you need is a database with relevant information that your CMS will pull from.

For example, this HR SaaS company used Surfer AI to generate articles and grew 1300% in 7 months to 4093 clicks per day.

You can do the same with human-reviewed AI content.

Here is the content score for a 2,869-word blog post I created with Surfer AI, which is perfectly optimized for its target keyword.

Of course, this is a simplified explanation, and programmatic SEO might involve some heavy lifting until you set everything up.

You need a solid keyword research strategy to find all the relevant search terms, after which you should set up automation workflows through different tools and templates.

The good news is that once you put in the initial work, you can create countless pages effortlessly.

G2 heavily relies on programmatic SEO. It creates thousands of programmatic pages for "software category + use case" content, reviews, and comparisons.

As a result of serving the right intent, it almost always ranks well on the first page of Google for software-related commercial searches.

14. Simplify website and information architecture

While a clear architecture is important for websites of all sizes, enterprise websites often struggle with it the most due to the massive number of pages.

You must structure all those pages effectively to avoid issues like:

• Crawl traps—Sets of pages that create infinite URLs, which trap search crawlers in an endless loop
• Orphaned pages—Web pages that aren't linked to from any page on your site
• Keyword cannibalization—Pages that target the same keywords, eating away at each other's rank

To prevent these problems and unnecessary complications, opt for a flat structure where all pages are within three clicks from the homepage.

If you feel like there are too many subcategories to do so, try turning some of them into drop-down menus, like so:

This way, you can avoid extensive links with too many modifiers and deep hierarchies that make your site hard to navigate by users and crawlers.

Besides minimizing hierarchy levels, make sure each URL is structured logically. For example, if you're linking to a blog post, you can make it clear that the page is a blog post by housing it under a blog directory—www.site.com/blog/post.

Despite having countless pages, Microsoft's blog is neatly structured. It uses a subdomain for all blog content, and all pages are accessible within a few clicks. The URL structure is clear and descriptive, so users always know precisely where they are on the site.

For ecommerce sites and online stores, use faceted navigation to prevent unnecessary clicks and steps through the website.

Set up filters that make the page change dynamically without reloading it or sending users to another page. This tactic is common in e-commerce sites, though it can be used wherever there are various categories of listings and other items that can be filtered.

An internal site searchbox can help users find what they need among thousands of pages. It can also reveal what users are looking for on your website.

You can use labels and tags, especially for blogs and resource hubs.

15. Master technical SEO

Enterprise websites often encounter technical challenges that smaller sites don't have to worry about.

For example, your site might have plenty of JavaScript content that improves the user experience but potentially increases your pageload time because it is inefficient and resource-intensive.

On a similar note, implementing technical SEO best practices will ensure that your web pages are crawled efficiently.

A slow site speed impacts other SEO signals and the overall user experience.

To avoid these issues, you must pay special attention to technical SEO. Here are some tasks to get you started:

• Perform a log file analysis—Examining log files gives you plenty of useful information, such as how often your site is crawled and which pages are crawled more or less frequently.
  You can also identify pages that waste your crawl budget and tweak your site accordingly.
• Structure your XML sitemap properly—An XML sitemap shows Google your website's structure and informs it on which pages to index and store so that they can be served in search results. When submitting a sitemap, make sure to provide clear URL pathways for Google to follow.
• Set canonical tags—If you have pages with similar content, use canonical tags to define the main version of a page that Google will index.
  Otherwise, the crawl budget will be wasted on non-canonical versions, and the wrong one might be served in search results.
• Remove duplicate content—If some of your pages are too similar or exactly the same, consider removing them to improve crawling efficiency.

Technical SEO isn't a one-off process, so you must monitor your website continuously. To ensure scalability, you can use dedicated enterprise SEO tools like Botify and Sitebulb.

Booking. com invests heavily in technical SEO to ensure fast, responsive, and well-ranking pages. Besides  implementing the right practices like clear URLs and effective schema markup, runs large-scale A/B testing and technical QA to maintain crawlability.

16. Use affiliate and referral channels to draw traffic and backlinks

Most businesses use affiliate programs to tap into new audiences and expand their user base. While this is the most obvious benefit, you shouldn't overlook the SEO impact of a well-built program.

Most notably, affiliates and referrals improve your off-page SEO through backlinks and highly targeted traffic.

In many cases, users who come through affiliate links will take specific action (signing up, leaving their email, etc.), which boosts your site's conversion rate.

Even if you don't get a direct backlink from every source, you'll at least get brand mentions, which indirectly improve SEO by showing Google that your company is talked about across the web.

Ideally, you'll get reputable websites to become your affiliates to ensure a healthy backlink profile. Still, this might take some time unless you're already well-known in your niche, so make sure to play the long game with affiliate programs.

Mailchimp runs a successful affiliate program with plenty of authoritative marketers.

It rewards affiliates who bring new customers or encourage existing ones to upgrade to higher-paid tiers, giving users several ways to make their marketing efforts worthwhile.

As a result, you'll find Mailchimp's affiliate links all over the web while exploring the email marketing niche.

17. Implement localisation and international SEO

Many enterprise companies serve audiences across countries and regions, which calls for an effective international SEO strategy.

It's not enough to just translate content into different languages—you must localize it to fit each country's cultural context, search behavior, and regional terminology.

This means you need to conduct in-depth keyword research for each of your target locations and understand the search patterns that you should build your content around.

More importantly, you must explicitly tell Google which page serves a specific region because search algorithms might not automatically pick them up based on the content's language. To do this, you should implement hreflang tags.

A hreflang tag is a piece of HTML code that tells search engines what region a specific page targets. It has a fixed syntax with specific language and region codes. For example, here's what a hreflang tag would look like if you were optimizing a page for Japanese users:

<link rel="alternate" hreflang="ja-jp" href="https://samplewebsite.com/alternate-page"/>

In this syntax, link rel=“alternate” tells Google that the page is an alternate version of the main one. hreflang="ja-jp" shows that the page is in Japanese, and "https://samplewebsite.com/alternate-page" specifies the URL at which the page can be found.

It's important to specify both the language and country because some regions might share languages, so you risk creating duplicate content for them (e.g., the U.S. and Australia).

By using both hreflang="en-us" and hreflang="en-au" for the corresponding regions, you're telling Google that the two versions serve different audiences despite content similarities.

Besides hreflang tags, you should create region-specific URLs through different tactics, such as:

• Country Code Top Level Domains (ccTLDs)—"www.samplewebsite.es"
• Subdomains—"es.samplewebsite.com"
• Subfolders—"www.samplewebsite.com/es/"

The specific approach you'll take will mainly depend on your market priorities. For example, if most of your audience is Italian and you have plenty of content localized for them, a dedicated subdomain might make sense.

IKEA implements a comprehensive localization strategy that adapts both the language and user experience to each country and region. Besides dedicated subfolders, it uses different content to serve the needs of specific audiences.

Below you can see how this is done for the U.S.

and then for its Australian audience.

18. Choose an enterprise-level CMS

Enterprise SEO teams need a comprehensive content management system (CMS) that goes beyond basic content management to allow scalable content workflows.

Some of the key features to look for include:

• Bulk content editing
• Redirect management
• Custom metadata fields

With the right CMS, you'll streamline content creation and SEO changes as your strategy evolves.

Ideally, your software will integrate with the necessary analytics tools and other SEO platforms to create a centralized management hub that minimizes admin work.

Look for features like version history and rollback. This way, you can track edits and revert back to an earlier version of your article if you need to.

Multiple teams will likely be involved in content creation and optimization, so you'll need scalable permission settings for effective content governance.

They let you ensure each team member has the access they need to play their part.

Salesforce has a robust enterprise CMS built for long-term scalability.

It comes with useful features like role-based permissions and dedicated CMS workspaces that let you split content production into different categories and manage your content more effectively.

19. Constantly test and monitor your pages

Enterprise SEO management requires ongoing testing and updates. This includes everything from comparing completely different content layouts of the same page to granular A/B testing of details like title tags.

Since enterprise websites are likelier to have significantly large volumes of traffic, even a small percentage difference in A/B tests can yield serious insights.

You should also continuously monitor your website's overall health and SEO performance.

Use dedicated enterprise SEO platforms and analytics tools to go beyond the basics like website traffic and CTR.

Surfer's Content Audit tool helps you monitor your SEO performance by tracking how your pages are doing in the SERPs.

You can also use Google Search Console's advanced Crawl stats report to monitor Googlebot data and identify early traffic drops or indexing anomalies. This report is specifically meant for enterprise level websites.

Pay special attention to fluctuations in metrics like:

• Total crawl requests
• Average response time
• Crawl responses

Set up automated alerts for red flags like traffic drops to simplify monitoring and avoid undetected issues. Many third-party SEO platforms let you do it, though you can also set up custom alerts in Google Analytics 4.

If you need an example of an enterprise SEO solution that enables effective monitoring, BrightEdge can be a solid option.

It's an AI-powered platform that handles everything from competitive analyses to custom reporting, and you can get useful SEO suggestions through the SEO Copilot.

20. Leverage automation for scale

Enterprise SEO comes with plenty of challenges that smaller websites don't face. Optimizing thousands of pages means you need to:

• Find countless keywords
• Implement tens of thousands of internal links
• Manage a complex site architecture

Combine this with the fact that you must juggle lots of software and work with a global team, and it's easy to see how things can get overwhelming quickly.

That's where automation comes into play.

Thanks to AI, we've never had more opportunities to outsource mundane tasks to algorithms and free up more time for meaningful work.

You can automate various tasks, such as:

• On-page optimization
• Content audits
• SEO monitoring

Still, don't forget that AI is meant to assist humans, not replace them. Executive decisions should always be left to your team members, and AI tools should only support them.

By combining your team's expertise with the efficiency of automation platforms, you can create a streamlined workflow without sacrificing quality.

Bankrate is transparent in its use of AI to automate content creation and management. The company leverages it for technical fixes, proofreading, and other time-consuming tasks while ensuring that the editorial team still calls the shots.

Key takeaways

• Enterprise SEO is a set of large-scale processes aimed at improving and maintaining a high SERP rank of hundreds or thousands of web pages. Unlike traditional SEO, it doesn't take an individual approach to optimization but focuses on robust, automation-powered changes to enterprise-level websites.
• A successful enterprise SEO strategy ensures discoverability and visibility across product lines and markets. It also generates long-term returns, which are often much higher than those of paid channels.
• You'll create plenty of content while executing your enterprise SEO strategies, so make sure it's structured effectively. Use content hubs to ensure comprehensive topic coverage and position your site as a go-to source of information.
• Your content must address C-level executives and other key decision-makers who greenlight purchase decisions. Adapt the talking points, tone, and style to them to connect with upper-level management and encourage the right action.
• Product-led content lets you demonstrate the value of your solutions without explicitly selling them. Showcase your products through tutorials, case studies, and user-generated content.
• Besides targeting keywords related to your brand, optimize for competitors' and partners' search terms. Doing so lets you tap into new audiences and steer traffic your way.
• Acquire high-quality backlinks through original research, freebies, and useful online tools. Provide as much tangible value as possible to get other reputable sources to link to your pages.
• Due to the number of pages you need to create and optimize, you should steer away from manual work. Use programmatic SEO to automate the process and publish pages at scale.
• If you target an international audience, implement the right localization strategies. Adapt content to your audiences, and leverage hreflang tags for multilingual pages.
• Ongoing monitoring is crucial to long-term SEO success, so arm yourself with the right enterprise SEO platforms that enable it. Make sure your chosen tools integrate seamlessly to enable cohesive workflows.
• AI offers plenty of opportunities to automate various enterprise SEO processes. Pair AI-enabled solutions with your team's expertise to remove mundane work and scale your SEO efforts.