Antonella Pisani is the CEO of Eyeful Media, a leading digital marketing agency that is one of the fastest-growing businesses in the US.
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Goal setting is critical for enterprise search engine optimization (SEO) success. Without clear milestones that ladder up to overall revenue objectives, your SEO campaign will fall short.
Presenting SEO strategies tied to return-on-investment (ROI) goals explains the why behind your tactics. Strategy-specific goals improve buy-in from C-suite leaders. Highlighting how organic activities impact revenue also improves internal efficiencies and team alignment.
Enterprise SEO Strategies And Goals
Enterprise SEO refers to search engine optimization strategies for businesses with 250-plus employees. Enterprise SEO strategies are implemented at scale throughout an organization.
Coordination across many teams and shareholders makes enterprise SEO unique. Clear goals help communicate the value of the tactics you are implementing.
I've outlined five enterprise SEO strategies below. Also provided are examples of a goal your team could set to maximize organic revenue with each activity.
SEO Strategy: Targeting Top Converting Intent-Based Keywords
Create a list of keywords that drive the most revenue for your website. Tools like Moz or Keyword Hero could help your team identify these intent-based queries.
Track this list of converting keywords as a group. Set a monthly or quarterly revenue benchmark for growth. Optimize your website for these search terms. Then report on this progress by integrating a goal that measures success.
Set Goal: Increase revenue from your top-converting keyword list by 15% each quarter.
SEO Strategy: Creating Engaging Product Descriptions
Creating rich and valuable product descriptions for your enterprise-level website is critical. The product description should be unique. The product pages that rank the best tend to feature easy-to-read descriptions.
These descriptions must provide value for your target audience. Your website's descriptions must also describe how your products solve customer pain points.
Your product pages will drive more traffic and revenue by improving the value and depth of your descriptions.
Set Goal: Increase organic revenue from product pages by 15% after updating the descriptions at scale throughout the website.
SEO Strategy: Targeting And Tracking Emerging SERP Rankings
SEO tools like Semrush and SE Ranking now track emerging search engine result page (SERP) feature rankings. These organic rankings extend beyond the top 10 positions. New SERP features like the ones listed below should be targeted in your campaign:
• Featured snippet results.
• Site links.
• FAQs.
• Related products.
• Popular products.
• Address packs.
• Indented results.
These SERP features are occupying valuable page-one real estate. They should be tracked along with top-three or top-10 rankings. Then, set goals to increase the number of earned positions you capture.
Set Goal: Rank for more featured snippets, FAQs, related products and popular product results monthly.
SEO Strategy: Evergreen Seasonal Pages
Creating seasonal pages for your enterprise website will help increase revenue. But you don't have to take these pages down after Cyber Monday or Black Friday.
Evergreen seasonal pages can be live throughout the year. Update the content and messaging with a countdown clock until the next holiday or event. Doing so will allow them to gain domain authority and rank well when needed.
In the lead up to the event or holiday, update the messaging and include the relevant categories and products. Establish a revenue benchmark for that page from the previous year.
Measure the seasonal page's organic success against these benchmarks. Then set goals to improve the organic growth of these pages, specifically.
Set Goal: Improve year-over-year traffic and revenue by 15% on seasonal pages.
SEO Strategy: Optimizing User Experience To Drive Revenue
Enterprise SEO does not end when a website visitor arrives at the site. The goal is to drive revenue. Successful enterprise campaigns measure and optimize the website experience, too.
Learn which pages your most valuable organic customers engage with before converting. User journey tools like Smartlook or Hotjar can help. Then optimize those supporting pages' performance and set growth goals.
Set Goal: Improve the average time on page for the most valuable pages in your conversion funnel by 5% or 10% each month.
Enterprise SEO Strategies Plus Goals Equal Organic Revenue
It's not enough to suggest SEO strategies will contribute to bottom-line revenue. To succeed with enterprise SEO, you must align milestone goals with specific strategies and tactics.
Associating goals with your SEO activities is critical for growth. Doing so can help keep your team on course. It can also increase buy-in throughout the organization.
This alignment will result in improved internal efficiencies. It will also help your team focus on the revenue impact each activity has on your campaign.
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