It can be said that all SEO is a form of enterprise SEO. However, working with a small medium business’s site can also be said to be different as compared to working on a medium to big size corporation’s site.
There are also different opportunities for “enterprise level SEO”. Not to mention different working dynamics.
For small to sized businesses, SEO strategies is heavily focused on local SEO like ranking highly on the local maps pack. However, enterprise SEO caters to larger companies with larger websites and multiple departments, lead to unique challenges and opportunities.
Firstly, let us look at how enterprise SEO differs from SEO for small medium sized businesses
Branded Content and Keywords
Enterprise websites, especially those with well-known brand names, often receive a substantial portion of their traffic from branded searches. This is because larger companies usually invest in offline media buys or other offline brand marketing activities.
For context, as a Singaporean, I’ll use FWD Singapore Insurance as an example. I’m a fan of their SEO efforts and their approach as a brand that sells insurance directly online. They are also a multinational corporation that can be considered “enterprise-level.”
Let’s dive in. For branded searches related to FWD Insurance, consumers may search directly for terms like “FWD critical illness insurance” or “FWD travel insurance.”
Firstly, branded traffic is valuable, and enterprise SEO efforts should account for these branded keyword queries. However, solely relying on branded keywords is limiting. Enterprise-level sites may struggle to rank for unbranded terms, as these are generally more competitive.
In this case, ideally, FWD would want to rank for terms like “travel insurance” or “critical illness insurance” for local searches.
To address this, enterprise businesses can create a balanced content strategy that targets both branded and non-branded terms.
Branded content can showcase the company’s unique offerings, while non-branded content can be optimized for popular, high-traffic keywords related to industry-specific topics.
Opportunity for Programmatic Content for SaaS and E Commerce
One unique aspect of enterprise SEO is the opportunity for programmatic content.
Enterprise sites that are SaaS or have a bigger E Commerce presence often have thousands of product pages, service descriptions, or geographic pages, making manual content creation unmanageable. On the flip side, there’s a huge opportunity for programmatic content.
Programmatic content allows enterprises to scale by automating the creation of optimized pages based on templates.
- Scalability: Programmatic content can generate large volumes of optimized pages quickly, ideal for companies with vast inventories or products.
- Long-tail targeting: By using specific, localized keywords, programmatic content can improve visibility for niche searches without heavy manual input.
Example:
A major e-commerce site like Lazada or Shopee Singapore can benefit from programmatic SEO. Manually creating a unique page for every product and its variations would be unmanageable.
However, programmatic SEO solves this by using templates that automatically generate countless product pages, each optimized with targeted keywords, metadata, and descriptions. This approach extends the site’s reach across locally specific search terms without overwhelming resources.
Schema Markup
Nonetheless, enterprise SEO also offers opportunities to implement structured data at scale, helping search engines better understand the vast amount of content on an enterprise site.
This can enable rich results, which are particularly beneficial for larger eCommerce sites, sites with multiple locations, or those with extensive content databases.
Schema markup can highlight key data such as product details, reviews, and FAQs, which enhances search visibility and click-through rates.
Types of Schema for Enterprises SEO:
- Product Schema: For sites with a wide range of products, adding schema markup for individual products can make them “pop” in search results: star ratings or price ranges.
- FAQ Schema: This markup is helpful for sites with extensive informational content, as it allows businesses to capture more SERP space with question and answer formats.
- Local Business Schema: For enterprises with multiple locations, local schema helps users find the nearest locations.
Enterprise Tracking Needs and Reporting for SEO
Larger enterprises usually have the budget for more extensive digital analytics and SEO tracking. In my enterprise days, our team used tools like Google Analytics 360, which provides deeper insights.
Nonetheless, I believe that Google Analytics 4 is powerful enough for most enterprise-level SEO reporting needs.
Enterprise-level reporting requirements range from monitoring organic traffic and keyword rankings to gaining insights into user behavior across pages, regions, and channels.
Google Analytics 4 has the capability to create custom dashboards that monitor key metrics specific to enterprise needs, such as sales, traffic by region, or content type. You can also set up conversion goals for various objectives, such as product sales, subscriptions, or lead captures.
Team Buy-In
SEO at the enterprise level is also unique in the sense that it may require coordinated effort from multiple departments. SEO specialists often work closely with IT, marketing, and content teams to ensure alignment and execution.
- Shared Resources and Regular Collaboration
Our Singaporean led SEO experts also play a consultative role in enterprise SEO, collaborating with different departments and seeking opportunities to leverage existing resources. Our team understands that enterprise-level SEO isn’t limited to traditional SEO tactics alone.
SEO often overlaps with broader marketing efforts, ranging from pay per click marketing to offline media buys. The last thing we want is for SEO to disrupt other marketing initiatives.
Yes, regular SEO meetings and cross-department collaborations are essential for effective enterprise-level SEO! To name some examples…
- Aligning on KPIs
Make sure each department understands and agrees on the key performance indicators (KPIs) for SEO success. This shared understanding will help everyone work toward the same goals.
- Brand Alignment
Marketing ensures that content matches the brand’s message and reaches the right audience segments.
- Content Development
Working with content marketers helps create SEO content that’s both engaging and optimized for target keywords, whether they’re branded or unbranded.
- Campaign Synergy
Marketing teams can use SEO insights in paid campaigns (vice versa) and making sure SEO and PPC efforts work together.
Enterprise Level Scale of Link Building
Link building is challenging for any SEO team—it’s the hardest part of SEO. However, it can be argued that link building at the enterprise level requires even more attention.
In industries like insurance or banking, keywords usually have high difficulty scores, making it especially tough to rank.
You’re competing with other large companies that have substantial SEO budgets. Hence, a scalable link-building strategy with customised outreach at scale is essential.
Here are some ideas!
Scalable Link Building Strategies for Enterpises
- Guest Posting at Scale: This is our preferred link-building method. It involves reaching out to reputable sites for guest blogging opportunities.
- Partner Outreach: Through outreach to business partners, you can build a network of mutually beneficial links. When your partners link back to your content or reference your services, these backlinks carry weight with search engines, especially if the partner’s site is reputable. For example, an insurance company could reach out to its affiliate partners’ websites for links.
- Collaborations and Sponsorships: Partnering with industry influencers or partner organisations can generate authoritative backlinks.
Enterprise SEO Project Delivery
I understand that enterprise-level stakeholders have different concerns from small business owners. Therefore, our Singaporean-led SEO agency prides itself on a “ninja-like” project management and delivery mindset.
Our agency breaks down tasks into phases, including technical audits, content strategy, and link building.
Our approach centers on clear tracking, timely communication, and an end-to-end delivery framework that ensures transparency. For example, by using simple yet effective project management tools like Google Sheets, we make every task fully transparent.
Each SEO sprint and phase—from keyword research to content creation and link acquisition—is carefully planned, allowing both our agency and our client’s team to maintain transparency and accountability throughout the process.
During the technical audit phase, for instance, each identified issue is prioritized based on its impact, ensuring that resources are directed toward high-value areas.
This project delivery model has consistently helped us achieve SEO success, whether scaling for enterprise clients or delivering high-impact results for SMEs.
Technical SEO and Page Bloat
A high volume of pages is common for enterprise websites.
For example, a large eCommerce site like Shopee, which frequently publishes new product listings, faces technical SEO challenges such as duplicate content.
Enterprise sites may have multiple pages with identical text for similar products or categories. This can result in duplicate descriptions or titles across various category pages that list similar items.
This buildup contributes to page bloat—when low-value pages, like outdated product listings, expired promotions, company announces that are no longer relevant or accidentally indexed pages. They accumulate over time.
At the enterprise level, where multiple departments and vendors contribute content, the marketing team may not always notice page bloat. However, page bloat can impact SEO performance by consuming valuable crawl budget, making it a unique SEO challenge for enterprise sites.
Conclusion
Enterprise level SEO IS still SEO…
However, it requires a slightly different approach than traditional SEO due to the scale, resources and coordination required.
In my experience, managing stakeholders is just as important as the technical aspects of SEO. Therefore, communication, delivery, and transparency are key. Our agency doesn’t want to be yet another SEO agency that charges a costly retainer with no results. This is why we document and stay transparent with all our deliverables.
From branded and programmatic content creation to scalable link-building strategies, enterprise SEO can improve your company’s search engine rankings and capture valuable organic traffic if done right.
