Enterprise SEO is easily one of the most durable marketing strategies for great websites. Find out the SEO skills you need for enterprise success.
In SEO enterprise, you’re probably working with millions of pages, and often across multiple websites, for a business that has a clear goal in mind, and it’s not to grow organic traffic.
Now you can start focusing on honing these 8 essential skills for success in enterprise SEO.
1. Know your business
If you are reporting performance by listing keywords that have moved up in the rankings, you’re not doing it right.
Even valuable SEO key performance indicators (KPIs), such as impressions and organic sessions, are often of fleeting interest to a C-level executive.
You should show how SEO investment leads to increases in business KPIs – those things that underpin the growth of a business.
Be sure it is tracked accurately in Google Analytics (or your choice of web tracking tool) so that it can be clearly attributed to your SEO efforts and highlight effectiveness in your communications and reporting.
Show that you do not only understand SEO, but that you can also transform it into results for your business, knowledge about your target audience, your market and a deep understanding of the industry in general.
2. Understand Your SEO Business Property
Jono Alderson is a digital strategist, marketing technologistnos demonstrates that SEO has evolved into something multidisciplinary to the point that no one person or team can own SEO.
All this actually happened:
- Developers released a new feature along with thousands of parameter-based URLs without any canonicals.
- User Experience updated the interface design, removing all the “ugly” H1s.
- Editorial refused to add evergreen articles to the content calendar.
CPC budgets were reduced and organic branded searches plummeted.
- The sales department decided to launch an advertising platform, and the script sank the website’s vital metrics.
The list keeps going on.
The problem is that when organic KPIs drop, it’s your mistake.
Enterprise SEO managers understand this problem with the understanding that their job is not to do SEO, but to advocate for SEO.
In order to be an efficient SEO advocate, you must proactively participate in others’ SEO-related projects, as well as gain buy-in for your own.
Yours is a role of continual interdisciplinary collaboration.
If you want to become an expert that stakeholders at all levels are looking for, you should go beyond playing well within the organization’s hierarchy.
You should become a source of information that adds measurable value to business initiatives.
And in order to become one, you need incredible analytical skills and data… which brings you to the next point.
3. Control RegEx and SEO reports
Technical SEO for enterprise organizations increases the level of complexity 10-fold.
Just looking at organic Google session growth across the entire site is not enough to analyze the impact.
You should be able to segment the information architecture of your website with regular expressions in order to understand how SEO changes moved metrics for a select group of pages or term types.
Doing this will allow you to drill down into Google Analytics, Google Search Console and other SEO tools.
The regular expression (regex) lets you find the metrics. But you will also need to understand the intricacies of the dimensions in detail. Particularly when it comes to crawl and indexing issue rankings in the Google Search Console coverage report or search appearance groupings in the performance search results report.
With advanced analytical skills, you have the chance to provide essential information for data-driven decision making.
Even if you have not been involved in a project from the start, sharing the SEO impact of an initiative ( actual or potential) can unlock doors for you.
4. Communication of results
SEO performance reporting, you almost never speak to another SEO professional. Often, not even with another marketer.
It’ s very likely that you are communicating with people that have never logged into Google Search Console, barely look at the source/medium report in Google Analytics, and have an antiquated comprehension of what Google is and how its algorithms work.
It will be your responsibility to analyze any initiatives that impact SEO and share the results.
To communicate effectively:
Stop using technical terminology
Switch from SEO jargon to phrases that anyone can understand. Not “crawled by Googlebot” but “pages that have been looked at by Google”.
Not “pages that show up in SERPs” but “pages that are displayed when people search Google”.
Not “implementing structured markup for rich snippets” but “adding code to improve visibility in Google”.
Don't list the metrics, but explain them.
When impressions go up 30% and position goes down 5%, you know it’s a big win. But stakeholders can interpret it as a win and a loss.
In its place, just explain that doing X resulted in a 30% increase in impressions for search terms for which the website was not ranking previously, enabling the brand to reach new targeted audiences.
Explain that these emerging search terms rank lower, skewing the average, but that you have confirmed that existing search terms have kept their performance.
Be prepared for short term nullities
A large number of the SEO improves he advocates will not show their full impact in a few weeks, as it takes time for Google to crawl and process changes on an enterprise-level site.
A maximum of four weeks after the launch of an initiative is complete, be there. Share key performance indicators while they are still new in their minds, even if it means explaining why there is no movement yet and setting expectations for when you expect to be able to send out the final impact report.
Accredit the work of others
As you are doing the SEO report, and maybe it’s even your project, you probably didn’t do a lot, if any, of the hands-on work.
Publicly acknowledge, by name, the contributions of others to any successes (but not failures)!
5. SEO skills teaching
Get your mind off the outdated concept that SEO is all about stuffing keywords on a page by sharing the latest innovations in search or by explaining in understandable concepts how certain SEO strategies really works.
Explain to your colleagues how SEO is not only the optimization of a website, but of a brand as a complete entity in all its instances: website, YouTube, Google Maps entry, media coverage, foot traffic to physical stores, etc.
SEO is fundamentally interesting. Inspire your colleagues with your enthusiasm. Help them become better SEO experts, so they can integrate it seamlessly into their work.