Earned & Owned
Search engine optimization (SEO) is a valuable marketing tool that can help your website get the exposure it needs. But when it comes to larger sites, creating and optimizing thousands of pages can be challenging.
Enterprise websites often face an array of technical issues with subdomains, internal links, multiple languages, duplicate content, and site architecture.
This is where strategic, enterprise-level SEO can help.
In this article, you’ll learn what enterprise SEO is and how it differs from traditional SEO. We’ll also cover the key strategies and benefits of enterprise SEO for healthcare organizations.
Enterprise SEO is the process of doing SEO for larger organizations at scale.
Large enterprises typically have thousands of web pages targeting competitive, high-volume keywords. To increase the search rankings, visibility, and revenue of these pages, marketers often need to implement specialized SEO strategies.
For example, a small clinic in Irvine might want to go after long-tail, location-specific keywords that aren’t too competitive:
But a national healthcare organization would be targeting a much broader audience. This would naturally impact the way they select keywords, write content, and structure web pages.
We’ll talk about this in more detail later.
First, let’s look at the key differences between enterprise SEO and traditional SEO.
SEO is the practice of optimizing web content to rank higher on search engines like Google.
The higher your website ranks for a target keyword, the more traffic you’re likely to get on that specific page.
Technically, the main goal of SEO remains the same. However, there’s a massive difference in the tactics used to reach that goal.
Here are a few ways enterprise SEO is different from traditional SEO:
Enterprises require a larger SEO team. Large-scale operations require more manpower to handle the various tasks involved. Organizations doing enterprise SEO may need to hire several staff members, including writers, content managers, SEO specialists, and graphic designers.
Improving the search rankings and authority of an enterprise website is a long-term process that requires a clear, strategic approach.
Below are five enterprise SEO strategies marketers should know about:
A big part of enterprise SEO is having a large volume of genuinely helpful, optimized content on your site that matches search intent and helps you stand out from the competition. This includes landing pages, blog posts, help pages, and more.
To do this effectively, you need stringent processes in place for content creation and management. Plan ahead for the keywords you want to target as well as the URL, funnel stage, content type, length, and topic you want to publish for each keyword.
Then, implement a process for assigning, writing, editing, formatting, and publishing each piece of content. You should also have a process for updating older content regularly. Outdated content can hurt your site rankings and overall credibility.
Choosing keywords strategically is essential for ranking in front of the right audience in a competitive, enterprise-level landscape.
It’s impossible to go after every keyword in your niche. Select the best ones for your organization by narrowing down your Ideal Customer Profiles (ICPs) and identifying user intent at each stage of the customer journey.Consider investing in an advanced keyword research tool built specifically for enterprises, like Ahrefs or Semrush, to find, analyze, and select keywords faster.
Securing quality backlinks can help you build authority in your niche, drive traffic and leads, and signal to Google that your site is trustworthy and credible.
Use an enterprise SEO tool or backlink checker to keep track of inbound links. You can also identify opportunities by looking at competitor backlinks, and tracking unlinked mentions of your site or organization on the internet.
Don’t hesitate to reach out to these sites and ask for a backlink. You might need to make a compelling offer, such as by explaining how your page would add value to their site.
A clean site structure helps Google crawl and index your pages faster. Plus, making your website more navigable can improve user experience and conversions.
Add helpful internal links to your pages, create short and targeted URLs, and organize your pages hierarchically under categories and subcategories. Some sites also prefer using subdomains to keep content organized and improve on-page experience.
Performing tasks at scale can be challenging if you do everything manually. This is where automation can help you.
Use SEO and project management tools to automate repetitive or routine tasks like conducting site audits, checking backlinks, identifying technical issues, tracking keyword rankings, scheduling content, and reporting.
Modern healthcare is now increasingly accessible in the form of online content. In fact, 7% of all daily searches on Google are health-related. For example, patients could be looking for doctors online, searching for medical information, or looking for nearby pharmacies.
To get exposure, drive traffic, and generate leads, healthcare organizations need to optimize their content to rank for specific keywords in search results.
Publish meaningful content and answer popular queries to attract the right audience and build authority in your niche or locale. Healthcare enterprises should think like a patient and conduct thorough medical keyword research to do this.
Keep in mind that enterprise-level SEO for medical practices requires extra precision as Google has strict policies around healthcare content.
With evolving healthcare marketing and SEO trends, it’s the right time to grow your practice through enterprise-level SEO for healthcare.
From identifying keywords and patient search queries to creating a strong medical content strategy, find out how our experts can help you win at SEO while keeping in line with Google’s healthcare content rules and restrictions.
[Updated on June 26th, 2023]
Enterprise SEO refers to the practice of optimizing websites with large-scale content and complex structures, typically undertaken by big corporations or organizations, to improve their visibility and organic search rankings in search engine result pages (SERPs).
Unlike regular SEO, Enterprise SEO involves managing multiple websites, dealing with extensive content inventories, and coordinating with various teams across the organization to implement SEO strategies that align with the company’s goals and objectives.
Enterprise SEO faces challenges such as scalability across numerous web pages, coordinating SEO efforts with different departments, aligning strategies across multiple brands or subdomains, and managing the complexities of technical SEO on a large scale.
Implementing Enterprise SEO can lead to improved organic visibility, increased website traffic, better user experience, higher conversion rates, and a stronger online presence for large organizations, ultimately resulting in increased revenue and market share.
Key components of Enterprise SEO include conducting comprehensive keyword research, optimizing website structure and navigation, implementing on-page and technical SEO best practices, creating high-quality content, and utilizing data-driven analytics to track and improve performance.
