Do traditional SEO strategies work at the enterprise levels? When a certain website consists of thousands or even millions of pages, things get a bit different. And although the usual SEO strategies and principles remain the same, there are some tricks you should know if you’re running a website of grand scale.

As humanity progresses forward it often experiences side steps or hindrances, which shift our way of thinking economically, culturally or socially. The businesses that adapt flourish and the rest perish or stagnate. As more and more people become remote workers and position themselves at home due to the pandemic, engine searches reached an all-time high during 2020.

SEO is the most cost-effective approach for enterprises

As the world changes, people’s expectations and customer journeys also shift. Historical data often gets rendered useless by major global events such as a pandemic. If people used to browse for products mostly during weekends, now they are more inclined to do so while working from home during the workweek.

Not only did engine searches peaked in 2020 but also Search Engine optimisation demand naturally peaked with it.

#1 Use Action to Capitalize on Search Insights

As clearly shown above in the image by Gartner, there is a gap that exists between actually using descriptive analytics (which to be honest are simple reports), and taking action that converts and drives value to our business.

This is where SEO automation comes into play. Artificial Intelligence and Machine learning mechanisms can greatly aid your business to come into valuable insights and instantly act upon them. Repetitive tasks can be automated, especially if they require little to no human involvement. Not only will this save you money and time, but it will eliminate plenty of errors.

SEO should be looked upon as a valuable source of intelligence for your business, and not merely as a tool to rank your website better in search engines like google or bing.

Even if you had all the data in the world, an organization’s decision-makers wouldn’t be able to take advantage of it if it isn’t relatable and easily readable to them. Thus, communication remains key in enterprise SEO.

Decision-makers shouldn’t need to translate data for themselves.

Leading enterprises need to hire skilful marketers to decrypt the data sets gathered and make recommendations to the decision-makers. Burdening leading personnel with technical tasks often leads to a bad allocation of resources and an overall stagnation of the enterprise structure.

Develop a potent SEO business intelligence and trust it. Large enterprises need branding experts, marketers and business analysts in order to be able to capitalize on the data gathered as soon as possible and take strategic decisions to act upon faster than the competition.

In order to keep ahead of the competition, SEO marketers should focus on:

• Communicate AI and machine learning’s value in front of business managers.
• Compare your data with third-party data on several subjects that are publically available. Build a better understanding of the internal and external environments of your organization.
• Constantly check how the SEO insights are used across the organization.
• Adjust and measure the adequate use of the SEO insights and advocate for a more effective way if there is one.

Search engine optimisation insights should also be used to predict future outcomes and not only be considered as reports. Capitalize on the potential context of outcomes that can happen in order to increase the company’s overall online value.

#2 Business Intelligence SEO Insights can help the entirety of your Enterprise

Understanding the behaviour of each individual and the masses would allow a business organization to quickly shift from one direction to another. Grasping the market’s overall tendencies and purchasing habits as well as patterns is not as simple as it used to be.

Luckily, business intelligence, hand in hand with SEO insights, can give us an edge. Sending simple SEO insight reports up the corporate ladder won’t convince anyone to act. Reading reports is boring and people would do it if they had nothing else on their mind. Present solutions, well, that’s an entirely different picture.

SEO Insights can be used in:

• Generating Display network content
• Social media management
• Email campaigns
• Paid Search campaigns
• Content Marketing

Despite these actions being under the domain of different teams in some organizations, they all should have access and capitalize on search engine optimisation insights. The proper use of business intelligence requires a very thorough understanding of what each division and team needs.

Such insights could answer potential questions like:

• What are some of the best opportunities for the enterprise in the next three to five years?
• Are there any other product categories or trending behaviours to capitalize on?
• What is influencing the purchasing patterns of our customers?
• Can we somehow influence these patterns ourselves?

Regardless of where you gather data, be it SEO insights, surveys, direct observations, or focus groups, it can be used to direct omnichannel campaigns, as well as promotion in any format.

Macro inspection of mass interest and trends can barely give you any insights into consumer thoughts. However, for example, in order to dive into an individual’s needs and motivations, you could use granular search data.

How to make the best out of SEO insights

1. Investigate whether there are other SEO insights opportunities with each content created.
2. Make sure to inform branding teams, sales teams, marketers and decision-makers on data points and macro trends that might influence their work.
3. Compare changes in preferences with abnormalities in purchasing behaviour. Know which is which and study them. Don’t go into hasty decisions based on statistically insignificant data.
4. Don’t present raw data reports without actual recommendations to decision-makers. Always make the potential outcome of your findings clear and understandable when you present.
5. Constantly search for new market behaviours.

Conclusion

As technology progresses and globalization urges forward, organizations need to take a step back and look at the bigger picture. There is a variety of factors that determine whether someone is going to make a purchase or not. Such can be pricing, social proof, reviews, information, word of mouth, competition, etc.

With the help of SEO insights, we can easily determine which of these influenced the purchasing behaviour of our target audience. For the first time in history, we can know for sure what drove this specific person to make a purchase, without having to ask them.

Make the most of it by automating repetitive tasks in branding, product teams, marketing and messaging. Spot trends and reach out to your target audience before the competition.