Enterprise SEO

What is Enterprise SEO

Search Engine Optimization (SEO) is a marketing discipline that focuses on increasing visibility and traffic from organic (non-paid) search results, arriving from popular search engines like Google, Bing, and YouTube.

We define an enterprise to be an organization that has one or more of the following characteristics:

1. A complex and hierarchical organizational structure with many silos.
2. An organizational structure in which every new content asset for your website must be approved by brand and legal teams.
3. A large website that may have 10,000 – 100M+ pages.
4. A complex website architecture or infrastructure.

Enterprise SEO involves finding a way to implement fundamental SEO best practices on each page of your website (which may number in the thousands). Doing so is no easy feat, because you’ll need to work with multiple internal and external stakeholders within the constraints of time, budget, technological impediments, and organizational buy-in.

Enterprise SEO Skills

Being effective at Enterprise SEO requires a comprehensive skillset across many disciplines. Expertise in all areas of SEO is a must, but strong business skills and a balanced understanding of your organization’s digital marketing capabilities are often more valuable to thrive.

An individual or team with exceptional technical SEO skills that operates in a silo only has a small chance of leading a large organization to success. Alternatively, a marketing team that excels at working with all stakeholders but has few SEO capabilities will also lead to limited results.

The goal should be to hire or develop a team that possess all the following skills, starting with mastery of core SEO competencies such as:

• Maintaining how search engines discover your website.
• Targeting the most impactful terms that lead to positive ROI with keyword research.
• Optimizing website content for keyword relevance, quality, and audience engagement.
• Understanding how other websites link to you because of digital marketing campaigns.
• Interpreting analytics data to make decisions on implementing SEO campaigns.

For an Enterprise SEO Strategist, the above skills are only the foundation. To excel at the role, an individual or team must be able to effectively scale these abilities to meet the needs and complexities of a large website with thousands or millions of pages.

SEO For Corporate Websites

Many corporations are already in an excellent position to improve their SEO and achieve tangible results. This is because legitimate and trusted domains respond extremely well to link building and SEO measures. To get started, here are five SEO tips and best practices for corporations:

1. Develop a keyword strategy.
   Your keywords are how your audience finds you online, so it’s important to speak their language. To that end, avoid using technical terms your customers aren’t familiar with; inventing your own corporate jargon; and choosing the wrong synonyms for your company. For example, don’t call your company a wealth advisory firm if your prospects are searching for an investment bank. For the best results, we recommend incorporating short (competitive) keywords like “financial advisor” and long tail (less competitive) keywords like “financial advice for retirement”. To get started, brainstorm customer needs, interests, and potential searches, and evaluate your competition to see which keywords they’re targeting. Once you’ve compiled a list of initial ideas, use Google’s keyword planner to assess how much search traffic each one receives and gain additional keywords to target.

2. Update your website.
   How often you update the SEO Content for your corporate website matters to your audience – and search engines. If you go a long time without adding new content, you’ll likely lose your customers’ interest and your search ranking. We recommend updating your core site content to reflect any changes to your services and offerings, and adding new, original content (such as articles, press releases, videos, white papers, eBooks, etc.) on a regular basis.
3. Adopt a content strategy.
   Content marketing and SEO now work hand in hand to earn inbound links and organic traffic – two things that boost your ranking and lead to increased sales and brand exposure. To get started, create consistent, authoritative content specifically for your target market. Aim to be a source of education for your audience, and use your content to generate interest, solve customer problems, and position your company as an industry expert. For topics, we recommend creating articles that relate closely to your customers’ interests, challenges, and pain points, and building each piece of content around your keyword strategy.
4. Optimize your site for mobile.
   Having a mobile responsive website is a requirement for corporations today. In addition to the fact that Google, Yahoo, and Bing give priority to mobile-friendly sites, there are now more mobile users than desktop users. That means a larger portion of your audience is visiting your site via mobile device, and they need access to the same content, search features, and level of design and usability as they have when visiting the desktop version. If you haven’t already, we strongly recommend adopting responsive design to ensure your website offers an optimized viewing experience on all devices – including mobile.
5. Optimize for Yahoo and Bing.
   In addition to optimizing for Google, it’s now important for corporations to optimize for Yahoo and Bing as well. This is because these two search engines are becoming increasingly relevant. Google’s deal as Safari’s default search engine ended in 2015, and both Yahoo and Bing are attempting to take over the spot. In addition, FireFox cut ties with Google in 2014 and named Yahoo their new default browser.

To optimize for Yahoo and Bing, consider how they determine their rankings and adjust your strategy accordingly. For example, they give priority to sites that are older (a huge advantage for big corporations that have been around for a while); have a .gov or .edu domain; and use the exact keywords users search for. In addition, Bing and Yahoo can crawl flash sites and, unlike Google, give credit to websites that use it correctly.

SEO Optimization Services

Professional SEO Optimization Services in Johannesburg

More visibility, more leads – therefore search rankings matter. What good is a fantastic website if nobody knows it exists?

WHAT DOES SEO DO

Search Engine Optimisation makes your site more visible to search engines, which in turn makes it more easily accessible to potential users / customers. SEO improves awareness of your brand among searchers who would otherwise choose the same products or services from a competitor’s brand. The committed specialists at Fast Forward Marketing will provide you with customised SEO services to suit your specific business needs. That means skilfully combining design, usability, and copywriting to make your site more visible to search engines.

STYLE ISN’T ENOUGH

No matter how slick and trendy your website is, if search engines don’t see it, neither will potential customers. Search engines require websites to comply with several search-friendly guidelines to achieve a higher ranking and become more visible to searchers. Those that don’t meet the standards will be penalised by search engine algorithms, which are continually updated – such as Google’s Panda and Fred updates. SEO services ensure that your site meets search engine guidelines, avoids penalties, and achieve a better position on search engine results pages (SERPs).

CUSTOM SEO SOLUTIONS

For a website that pulls in the crowds – and the clicks – you need a strategist that understands your goals, as well as the principles of successful SEO services. Your business is unique, and there’s no such thing as a “one size fits all” approach. We analyse your website, industry and goals to create a bespoke solution – whether you need local SEO to attract your local community, eCommerce SEO to push your products, or a mobile SEO strategy to grow your mobile site traffic.

OPTIMISING AS A TEAM

They say SEO is all about your website content – which does play its part – but it’s really about everything.

• Good site design that guides your users down the road to conversion, coupled with excellent usability and fast performance.
• Well-written content that features carefully-selected keywords.
• Content marketing – distributing valuable branded content to show your expertise, and build brand trust
• Link-building – placing ethical links to your own site on high-authority external sites

All these methods form part of a successful search engine optimisation strategy, for which we utilise our SEO experts, digital marketers, designers and developers.

MEASURABLE RESULTS

The different elements of your SEO strategy can be constantly measured, evaluated and improved where necessary. In other words, you can see exactly what you’re getting from your investment. Tracking these results also allows you to refine and adapt your marketing strategy as needed – keeping you a step ahead of the competition.

FULL-SERVICE DIGITAL AGENCY

Good SEO provides your website with a strong foundation for success, and you’ll start seeing positive results after 4 to 6 months. While your site is slowly building an organic presence, you can attract traffic immediately with our Google AdWords service – targeted adverts on Google that you only pay for if a user clicks on it. Targeted social media marketing campaigns can also grow your following, and direct users to your site.

SEARCH ENGINE OPTIMISATION FROM FAST FORWARD MARKETING

With a stronger online presence and higher search engine rankings, you’ll soon be a star in your online customers’ eyes. Search engine optimisation is more than just a business buzzword – it’s the difference between your company’s website shining in the spotlight or vanishing into obscurity. Whether you need a full solution or a SEO audit to find out where your website’s strengths and weakness are, contact fast forward marketing team to find out how we can help your online presence shine.

SEO Traffic

SEO Traffic Definition

The SEO Traffic KPI measures the number of visits to your website that are the result of organic or paid search traffic. By coupling web visit metrics with goal-completion metrics, you get a complete picture of your SEO performance. Too often, SEO is treated as a separate endeavour when, in fact, it should be seen within the context of your website’s performance and wider marketing efforts. Use this KPI to provide your search marketing team with perspective on a Google Analytics dashboard.

SEO Traffic: Key Terms

• Traffic: The visitors to your site.
• Organic Search: Organic search results are the Web page listings that most closely match the user’s search query based on relevance. Also called “natural” search results, ranking high in the organic results is what SEO is all about.
• Paid Search: Paid search marketing means you advertise within the sponsored listings of a search engine or a partner site by paying either each time your ad is clicked (pay-per-click – PPC) or less commonly, when your ad is displayed (cost-per-impression – CPM).
• Traffic Rank: The ranking of how much traffic your site gets compared to all other sites on the internet. You can check your traffic rank on Alexa.

SEO Traffic Benchmark

For SEO Traffic don’t rely on a single source to benchmark your results. Avinash Kaushik from Occam’s Razor suggests that you should first look internally at your own data to see month over month trends for each year and across years. Benchmarking your organic search results and paid search results is no longer limited to industry data from outside analysts. These reports are still useful, but in combination with competitor data. Kaushik’s favourite benchmarking strategy is to take the actual industry performance as layer of context needed, then look for big competitors as layer two.

SEO Traffic Challenges

Google and your market are not static. You must cope with the ever-changing environment — evolving technologies, Google’s shifting algorithms, behavioural changes in your market, new apps and devices, etc. This KPI is incredibly useful to keep an eye on your SEO efforts, but it cannot be taken at face value. You need to pair this KPI with other SEO Metrics and KPIs to get the full picture. There are frequent changes on the SERPs, in particularly Google promoting vertical/universal search, placing its own products above organic search results which are pushed further down. Be realistic with your expectations.

SEO Traffic Best Practices

There are plenty of great tools to get a handle on your SEO traffic. Most digital marketers first look at Google Analytics to collect SEO data, but there are also great tools that enhance this platform. Alexa is a good tool to get a sense of traffic metrics and sources. You can even combine Search metrics data with other web performance metrics from Google Analytics, mix panel, your own custom data sources, and pretty much any service you’d like in Klipfolio. In addition, because search engines are not static, you should always be monitoring this metric. I recommend utilizing SEO dashboards to stay up to date with performance

SEO site analysis

3 Things an SEO Site Analyser Will Look For:

1) SEO Keyword referrals

A large portion of developing any SEO campaigns boils down to the selecting and optimization of specific keywords. Tracking the visits that occur on your site because of these keywords will allow you to know which ones to continue optimizing, which to let go and will even give your ideas for new variations of popular keywords that are ranking well. Knowing which keywords are performing is vital because that information will help you make the most effective decisions and save money on unproductive efforts. Remember that keywords can be particularly popular depending on several factors like time and season. All these things need to be considered as you assess your campaign.

2) Traffic Sources

Knowing where the traffic on your site is coming from can be extremely helpful information. This information can help you determine which areas of your SEO campaign need attention. There are three types of traffic:

• Referral Traffic: traffic coming from trackable email, branding, promotion, and various links around the web.
• Search Traffic: traffic directed to your site from any search engine
• Direct Traffic: traffic coming from users typing in specific site htmls, or using email links or codes

Keeping track of this information can help you have a comprehensive understanding of how, where and why your site is attractive and which users it appeals to most. Take this valuable info and then focus attention on the areas where you are already receiving heavy traffic to really maximize those avenues, while also working to improve on the areas where you’re weak.

3) Pages Receiving Traffic from Search Engines

When users are landing on your site due to clicking through from a SERP, which page/s are they going to? Having numbers on this metric can be vital for SEO site analysers because it allows you to know which pages on your site are receiving visits from search engine visitors. That gives you an idea of your site’s indexation status (that is the pages that search engines keep in their indices from specific sites). Don’t ignore this clear indicator of success or failure for your website. As you take time to improve your site with quality content, link acquisition, attractive offers and better navigation, the number of visitors should steadily rise and the number of different pages receiving visitors should also increase.

Best of luck as you put on your SEO site analyser hat and get to work tweaking and optimizing your campaign. If you find you need some extra assistance or professional-level advising on how to dramatically improve your SEO results, contact Fast Forward Marketing today! Simply click below for your FREE website grader!

SEO Process

How do we approach SEO?

Search Engine Optimization is a complex and continuous process that requires a highly experienced search engine marketer to drive strategy and manage. We will help you develop your unique SEO Strategy and continually train you on SEO principles so that it becomes a natural part of your content/site development process.

Discovery & Audits

Our first step is to meet with you to understand your business, needs, and goals. Then evaluate your strengths and weaknesses, compared to your top competitors, we perform a variety of Audits including:

• Content Audit
• Velocity Audit
• Technical Audit
• Authority (Competitor) Audit
• Social Audit
• Local Search Audit (if appropriate)

SEO Strategy

At a high level, we will work with your team to ensure your organization’s goals are met through customer journey focused search strategies and ongoing planning.

Continuing from the SEO Audit insights, we perform deep industry, competitor, and keyword research to make you aware of current and future threats and identify ways we can help you take advantage of immediate and long-term opportunities.

Based on the audits, outcome of this further research, and your identified goals, we will craft an SEO Action Plan to prioritize and plan out SEO efforts based on value, complexity, resources, budget, and competition.

One of our essential strategic services is the Content Theme Strategy (CTS), which creates the foundation for further SEO execution. The CTS is a starting point for a focused content marketing program, which provides keyword guidance, discipline and focus for your content development efforts.

Beyond this we offer a variety of strategic enterprise SEO consulting services, such as a Business Opportunity Assessment that helps you understand your market share (by theme, top keywords, and long-tail keywords) and how much monetary value exists that can capitalize on with SEO and reduce your overall CPA (Cost Per Acquisition). This exercise helps you evaluate the strong potential ROI of SEO, and we can help you craft a clear business case for your executive team to help them easily understand the value of investing in SEO.

SEO Plan

What is SEO?

Search engine optimization (SEO) sets up your website in such a way that search engines like Google, Yahoo, Ask, etc. will rank it according to the organic keyword used. It’s a small modification to part of your website. Alone, the impact of SEO is minimal, but with combined effect of other optimizations, you could have a noticeable effect on your site’s user experience and performance in organic search results. SEO magnifies your website’s visibility in search engines rankings.

We’ve put together a step-by-step guide to create a SEO plan for your business:

Small, inexpensive modifications to your website can have a great impact.

• Title tag and description tag
• Content
• Anchor text
• URL structure

Using these factors, you can plan for SEO and customize it for your website:

1.Title Tag and description tag

The most important part of the SEO Plan is title tags that are used so that both the users and the search engine understand the contents of the page. The title is displayed as the search result, i.e., the first link in the results listing. The description meta tag also appears along with the title but is sometimes used as a snippet of your page. Your description should be unique and about 2-3 sentences long. The tags appearing in the search results should summarize the content of your site.

2.Keywords

When it comes to attracting customers, keywords require special attention. For example, if you have a website dedicated to selling beauty products, you might assume “beauty products” would be a suitable keyword— but assigning keywords to your content requires you to understand your audience. Look through in the eyes of the user and understand what it is they are seeking for on your website. The user may look for “organic cosmetic products,” “grooming products,” “personal hygiene products,” etc. Keyword generation is a trial and error process, refined by studying your audience.

3.Content

Content is the key aspect of marketing. Offering useful, quality content to the user will highly affect your website’s search ranking. Content should:

A. Be relevant to the topic,
B. Helps the user gain information about its functionality,
C. Adheres to the expectations of the target audience.

Construct your content to flow naturally. Break up complex concepts and arrange them in a simple way that users can understand. Build a valuable database of content that brings visitors back to your website frequently.

4.Anchor Text

Anchor tags, or anchor text, creates links to other pages. It is clickable text in your content that directs the user either internally (to other pages of the website) or externally (leading to other sites). It helps users to navigate through your site.

5.URL (Universal Resource Locator) structure

Carefully structuring your website’s URL is one of the fundamental building blocks of SEO. “URL structure” may sound like gibberish, but it is important to incorporate this strategy. Remember that the URLs are displayed in search results. The key point of the website can be delivered by a well-constructed URL. For example, a poorly constructed URL would look something like “http://search-engine?9optimizaton/1lhhy85b275d63fb448bab20eae02b76ee1d9-?” while a well-constructed, traffic generating website’s URL would be something like “http://www.info.com/search-engine/optimization/Starter-guide/structuring-URL/”.