Maxing Enterprise SEO :
Enterprise Optimization Topics
A web footprint is magnified at the enterprise level, especially for
the important search considerations. On the positive side, enterprise
SEO brings to bear some awesome firepower. You have expansive critical
mass, an automated implementation, and resources supported by revenue
or investors. You can advance in competitive fields simply by
allocating resources effectively across content and link builds, and if
you run into trouble, you can buy expertise... Your sites should be
dominating!
Achieving high level enterprise SEO is a hugely painstaking effort,
because every issue is connected to others, and the number of ducks
needed to be lined up can be staggering. And while most enterprise SEOs
can push ranks in Google, most are not paying attention to basic search
compliance. But you've learned your lesson from that last penalty, and
search compliance is now high on the redesign list.
Of
course, as a knowledgeable enterprise seo, you've used automation to
ensure search compliance. So you know that those guys in marketing will
never be able to inadvertently create an issue for the sites - post an
accidental redundancy, or create an attribution problem by copying
content from one of your other sites, etc. You've got that covered.
And the Italian site is clear to run a translation of the US site,
as long as no other Italian version goes live. But what about
development going on in the London office? You're aware of these issues
faced by a Global enterprise with foreign language sites, and because this is a second English language site, you initiated a compliance review, so all's well.
Still, you keep nervously checking your ranks. Because you know that
when the enterprise websites stop performing in the natural search, the
heat is not just on, it's white hot, whether it's a Google penalty or
just rank loss...
If you've been paying attention, and your enterprise seo program
includes some automated compliance checks, you know you can rule out
some issues immediately. And if you're really lucky, your automation
quickly shows you what is wrong with the search - whether it's the
site, the db, the server, or even Google - the problem is known,
addressed, fixed...
Any organization propagating multiple sites puts the natural search
rank of all at risk if search compliance is not being addressed with a
central strategy, early on. Because you have to work at compliance.
Enterprise web implementations are complex animals. Not paying
attention to compliance oversight encourages invisible, incremental
non-compliance, which eventually becomes large scale anarchy as
automation and lack of accountability multiply the problem.
This may seem a radical thing to state, but without search
compliance oversight, a large organization with many sites is
guaranteed to crash and burn in the search. We see the detritus and
help pick up the pieces. And it's from that point on that they
understand that enterprise seo means first paying strict attention to
search compliance. Then you optimize.
The fact is that no one can really be prepared for the disaster that
a large scale search issue can bring to bear. But prevention and
preemption is something rarely focused on, even though it becomes the
#1 issue after the fact. Search compliance is something that needs to
be addressed before the rank loss happens.
