Scaling in today’s business world means growth in many areas, not just sales. If you’re not keeping up with the competition in all aspects of your business, then you’re falling behind. The same goes for your website and its ranking in search engine results pages (SERPs).
Growing your enterprise SEO program is essential to driving more traffic and generating leads and revenue for your business. Here are a few tips to help you build a sophisticated, fine-tuned, and strategic program to take your enterprise SEO to the next level.
Dig Deep Into Your Consumer Demand Data
Understanding what the consumers and your audience are looking for is the key to any successful SEO program. The best way to do this is by delving into your data and understanding the customer journey.
The best way to start is by designing a flow chart of how your customers interact with your website. Once you have that, you can start identifying patterns and optimizing your site content and architecture to match. You’ll also need to look into your website analytics to see which keywords people use to find your site.
There are some analytical tools you can use to help you understand consumer demand, including:
Google Search Console: This free tool from Google gives you insights into how your site is performing in search results. Use it to see which keywords people are using to find your site, what kind of traffic you’re getting, and where you need to improve.
Google Analytics: This free tool from Google can help you understand your website’s traffic and how people are interacting with your site. Use it to see which pages people spend the most time on, where they’re coming from, and what kind of devices they use.
You can also use paid tools like Moz Pro and SEMrush to help you understand consumer demand. These tools will give you insights into your competitor’s SEO strategy and help you find new opportunities to improve your own site.
Analyze Keyword Data
Compiling the right keyword data is essential to any effective SEO program. You must understand what people are searching for and how those searches relate to your products or services.
One important thing to keep in mind while doing keyword research is that they should be driven around content. So, before optimizing your site for a particular keyword, ensure you have relevant content.
There are a number of analytical tools you can use to help you understand keyword data, including:
Google AdWords Keyword Planner: This free tool from Google can help you understand which keywords people are using to find your products or services. You can use it to see how much traffic a particular keyword gets and how much competition there is for that keyword.
Again, you can take the help of paid tools like Moz Keyword Explorer and SEMrush to get more in-depth keyword data. These tools will give you insights into the search volume, competition, and cost-per-click for a particular keyword.
Keyword intent is also important to consider when doing keyword research. You need to make sure that the keywords you’re targeting are relevant to the type of content you have on your site. Make sure to map and group your keywords by similar intent, then isolate and develop content to match that intent.
For example, if you’re a home improvement store, you’ll want to target relevant keywords for your products and services. But you’ll also want to target keywords relevant to your customers’ needs. So, you might want to target keywords like “home improvement tips” or “DIY home projects.”
Developing a keyword intent map can help ensure you’re targeting the right keywords for your business.
Weigh Your Competition
When developing your SEO program, it’s important to understand how your competition is performing. You need to have a clear understanding of the key metrics that define the health of your competitors.
The keyword data that we just discussed will help you define your products or service across the entire funnel journey. That data becomes your baseline, your north star.
To get a clear picture of how your competition is doing, you can compare the market strength share for each of your competitors. It will help you figure out where to focus your efforts to improve your own market share.
The next step will be identifying the strength of your competition at each stage of the funnel. This will give you a clear idea of where to focus your efforts to improve your SEO program.
Here are a few metrics you can use to compare the strength of your competition:
- Authority strength
- Market Coverage
- Share of voice position
- Content gap
Close Significant Content Gaps
Scaling your content program is the next logical step after identifying your content gaps.
Creating more content isn’t always the answer. You need to make sure that the content you’re creating is high-quality and relevant to your audience.
You need to take the following factors into account to scale your content program:
Take a look at the current state of your website. How much content do you have? What’s the quality of that content? Does it need to be updated?
If you don’t have much content, or if the quality of your content is poor, you need to focus on creating new, high-quality content.
The next step is to look at the URLs that you have published on your website. Do they target the right keywords? Are they optimized for search?
If you have a lot of published URLs that aren’t optimized for search, you need to focus on optimizing those URLs. You can do this by adding keyword-rich titles and descriptions and making sure the content on those pages is relevant to the keywords you’re targeting.
Make sure the content you’re creating is relevant to your target keywords. This is where intent matching comes into play.
You need to make sure that the content you’re creating is relevant to the needs of your audience. If you’re targeting the keyword “home improvement,” your content needs to be relevant to that keyword. It shouldn’t be about “DIY projects” or “gardening tips.”
To do this, you need to map the keyword intent to the content you’re creating. This will help you make sure that your content is relevant to the keywords you’re targeting.
New/ Existing Content
Another factor to consider is whether you should create new content or update existing content.
If you have existing content that’s relevant to the keywords you’re targeting, you can update that content to make it more relevant. You can add new sections, update the title and description, and add new images or videos.
If you don’t have any existing content that’s relevant to the keywords you’re targeting, you’ll need to create new content. This can be time-consuming, but it’s important to ensure that the content you’re creating is high-quality and relevant to your audience.
Streamline Your Efforts
You need to prioritize your efforts to make sure you’re making the most out of your time. To do this, you need to focus on the tasks that will have the biggest impact on your SEO program.
You’ll need to group SEO activities by effort and teams for concurrent work streams. One efficient way to do this is by clubbing your tasks into groups based on their impact.
Here are a few examples of how you can group your SEO activities:
High impact: These tasks will impact your SEO program the most. They should be a priority. For instance, tasks like creating new content, optimizing existing content, and improving your website’s architecture.
Medium impact: These tasks will have a medium impact on your SEO program. They can be completed as concurrent tasks. For instance, tasks like link building and improving your website’s speed.
Low impact: These tasks will have a low impact on your SEO program. They can be completed as time allows—for instance, tasks like creating social media profiles and monitoring your website’s analytics.
You can also use project management tools like Asana or Trello to group your SEO tasks and track your progress. This will help you stay organized and on track.
Building an effective SEO program for your enterprise is time-consuming, but it’s worth the effort. The tips provided lays a foundation that you can use to streamline your efforts and make the most out of your time. You’ll need to test various strategies to find out what works best for your business. But with a little patience and perseverance, you’ll be well on your way to building a successful SEO program.