SEO can mean different things to different organizations.
For some, it means finding the most searched keywords, finding keywords related to those keywords, and creating content for those keywords. Then you monitor how you rank for these keywords and optimize over time.
At the same time, you maintain by creating content that helps to “snowball” the growth of your SEO program. Depending on the size or type of your site, you can spend a lot of time optimizing product pages for new keywords or even creating landing pages to attract new customers.
This strategy works well for many sites; however, this strategy is not sustainable when you are a business organization. No matter how large your number of employees may be, it can still be challenging to keep up with new keywords and optimize individual product pages versus page templates.
Specific ranking tracking can be difficult as there are so many keywords and URLs to keep track of.
While smaller organizations have no trouble keeping up with their most valuable keywords, companies are often challenged to stay on top of Google in hundreds of thousands of keywords.
Let’s address some of the common problems that business organizations face when it comes to ranking and how to solve them.
Challenges with ranking for companies
The bigger your site, the more complicated the ranking is for four main reasons:
1. Rank tracking is difficult to scale
Many business websites are huge. Think, for example. On an e-commerce site with 8 million indexed URLs or a news / media site that publishes 100 new articles every day. When you consider that a single URL can rank for multiple keywords (sometimes hundreds!), This can quickly get out of hand.
So how can you routinely monitor that many keywords, especially when rank can change day by day for a variety of reasons? Even worse, how can you optimize individual pages for keywords with so many pages on your site?
2. Rank tracking is difficult to maintain
Rank tracking typically comes from keyword research, a process in which you determine which phrases your audience uses to search for the information or products you offer. Unfortunately, this process can be long and cumbersome, especially for companies that want visibility for millions of different keywords.
Because of this, keyword research is usually treated as a “put it and forget it” project, or at best something done quarterly or annually.
If you only do keyword research once or very rarely, you will miss tracking new keywords that your site impresses and clicks on. Especially in an increasingly digital world, there is a great risk of not seeing the latest trends more often.
Rank tracking does not contain all the valuable details
Business organizations often want more granularity than most ranking solutions can provide them.
Many ranking solutions tell you what position you rank for your chosen keywords, but can not give you further details such as how many clicks you get for those placements. This is because most ranking tracking solutions scrape Google search results pages to calculate ranking position instead of using genuine search or actual site data.
4. Rank tracking lacks a lot of context
Similar to the problem of lack of detail is the question of lack of context. Business organizations need to know not only what positions they rank, but why they rank there. Do they perform well, or is there a technical problem that prevents them from ranking better?
Without this context, you do not have much to go away from when it comes to action.
So how can you address the challenges of ranking for large corporate websites? You go beyond ranking alone and incorporate several technical SEO elements into your strategy.
Enterprise SEO: How to go beyond ranking tracking
Detectability is more important than any keyword
Business websites need to focus on tactics and changes that give them the greatest success across a larger number of pages than a smaller website. A funnel approach to SEO often yields the most important result as it affects the overall performance of the site rather than individual keywords.
For large sites, this is invaluable. Starting with technical SEO ensures that your site can be crawled, reproduced and indexed. The most crucial element of this SEO funnel is discoverability.