Enterprise SEO in 2016 – When it comes to implementing an enterprise SEO strategy, things are different for a local or small business than they are for an enterprise level company. For one, the enterprise level companies would naturally carry more “brand relevance” in the search results than a local or small business. And brand relevance is a key factor in driving top search results in highly competitive categories. This is why you see enterprise level websites carry higher PR (PageRank) than their small or local business counterparts. But the enterprise space is crowded in the top search results for any given keyword phrase. Which means in order to compete, you have to unlock your corporate website’s potential (PageRank) to let authority flow through evenly from the top down. And in turn, this ‘free flowing’ authority is like the rising tide of an ocean. When the overall authority of your corporate website rises, you’ll create buoyancy in the search results for all of your top level keyword phrases. And this is how you start realizing double and triple digit gains in search traffic year over year (YoY).
For example, one of our enterprise SEO clients is IMG Academy. As a result of our work, their website has realized a 32% increase in organic search traffic year over year. And in the last two months (NOV15 / DEC15), they saw new record high levels in organic search traffic. And according to sales figures, organic search traffic drives twice the amount of revenue than the next closest form of advertising. Meaning, organic search traffic is at least two times more profitable for their business than any other form of advertising.
How To Unlock Authority in Your Corporate Website
In order to drive top rankings in Google for your most profitable keyword phrases, you have to create a hierarchy of internal links that emphasizes your top level pages (your most profitable landing pages), and devalues your lower level pages (least profitable pages). By ‘top level pages’ I mean the pages that best represent new business conversion for your most profitable products or services. Top level pages for any corporate website are usually the first page representing a particular product or service.
For example, looking at IMG Academy’s website, you have core sports such as basketball, baseball, and football. The main page for each of these sports represent top level pages.
Here’s what you get when you hover over the “Our Sports” tab in the main navigation menu:
Notice how each of the core sports are represented as a main navigation element. And by clicking on one of these sports, you’ll be taken to the top level page for that sport.
From there, you have sub-pages that support the top level page. The supporting pages within the website should be designed to emphasize the top level page, and in turn create buoyancy in the search results for their core targeted keyword phrases. In the case of IMG Academy, sub-pages would be their niche level camps such as the 2 week basketball camp, or the winter basketball camp for adults, etc. All of the sub pages should play the role of emphasizing the top level pages within the corporate website hierarchy.
Linking to the top level pages from the main navigation, and then sub-linking to lower level pages from the top level pages, creates a highly structured download flow of authority. And then linking back up from your lower level pages to your top level pages, completes the logical flow of authority through your website.
Here’s the image from the top of this article that represents the hierarchy of this enterprise SEO strategy:
Avoiding the Omitted Search Index
One of the biggest problems that plagues corporate websites and their associated presence in the search results is the omitted search index. The omitted search index is where all pages from any given website goes when there are many other versions of similar pages within the domain. For example, if your top level page is optimized for “basketball camps”, yet you have dozens of sub pages optimized with keyword phrases that includes the term “basketball camps”, then Google will have a hard time determining which is the best page to rank. And since Google typically will not show more than one page per site on the front page of the search results, it simply takes all other similarly optimized pages for a keyword phrase and throws them into the omitted search index. And if your corporate website has dozens of pages in the omitted search results for a core keyword phrase, then you just lost out on massive amounts of inbound traffic and exposure around the long tail version of that phrase.
Here’s what the omitted search index looks like:
In order to avoid the omitted search index problem, you have to first identify which of your pages represents your top level page for any given product or service (as described above). And then optimize the meta data and on page content for that core keyword phrase. For your lower level pages, you need to make a concerted effort to “devalue” the meta data away from your core targeted keyword phrases.
On large scale e-commerce sites, this strategy may not be possible because you have to represent each product accordingly in the meta data. For example, if you have latest Michael Jordan basketball shows in many different colors, then you’ll have to optimize your product pages accordingly (Red Michael Jordan Basketball Shoes, Blue Michael Jordan Basketball Shoes, etc…). But aside from large scale e-commerce sites, if you create a redundancy of core keyword phrase targeting the meta data, from your top level page down through your lower level pages, then you are running the risk of Google throwing large amounts of your pages into the omitted search index. And in turn, cutting your corporate website out from massive amounts of traffic and exposure.
The worst case scenario with the omitted search index is that Google will randomly pull one of the pages, from the large inventory of pages optimized that includes a core keyword phrase, and show that random page in the search results. And this may not be your intended top level page for your product or service. So you may end up with one of your lower level pages ranking in Google, and your most profitable page for that category could be sitting in the omitted search index.
Conclusion to Enterprise SEO for Your Corporate Website
I’ve discussed some of the enterprise SEO strategies that you can implement into your corporate website in order to gain a competitive edge in Google search results. I also discussed some of the ways to avoid the dreaded omitted search index which will cut out massive amounts of traffic and exposure to your corporate website. In future posts, I’ll be diving deeper into enterprise SEO strategies that will help you and your company unlock the full potential of search traffic for your business.
So stay tuned, and don’t forget to subscribe to our email list so you don’t miss these upcoming articles.