Experts have long been warning businesses that enterprise SEO is not as easy as it sounds. Having resources available to you doesn’t always mean you get to use them, and having a large team around you doesn’t always mean that things are easier. The truth is that enterprise SEO has many different challenges than the challenges you find when working with a smaller company, and this catches many SEOs off guard.
For this reason, it’s incredibly easy to make SEO mistakes. Fortunately, these mistakes are easily avoided if you know what to look out for right at the get-go. You have to ask yourself: What is different about enterprise SEO, and how can I ensure that I don’t make the common mistakes?
Enterprise SEO Mistakes to Keep on Your Radar
Below are a few of the most common enterprise SEO mistakes as well as what you can do to avoid these pitfalls:
1. SEO Obliviousness. With so many different people in the mix, it’s the numbers that don’t lie, and so many companies cling to this mentality. Each department has its own goals when it comes to data, and so sometimes SEO can get pushed to the side while other departments work to meet their data-driven goals. In other words, not everyone understands the importance of SEO.
How to Avoid It: It’s all about education. Continually send out articles and videos that explain SEO and why it matters. Ideally, you would try to talk to the CEO and conduct a seminar for the entire staff so that they can learn about why SEO is a bit more elastic and creative than some other departments.
2. Poor Collaboration. SEO has to collaborate with so many different departments including the IT department to help with coding, the marketing department to help with optimization, and the PR department to help with outreach and visibility. This aspect can be difficult because each department is so busy and focused on their own projects that maybe don’t require much collaboration.
How to Avoid It: Try to create the relationships before you even need them. Create relationships with the other departments and create relationships with third party companies that you use to help boost your SEO. This way if you do need something from someone, you have more information to go off of than simply just a request.
3. Content Responsiveness. Good SEO is driven by great content. Big organizations, however, have a very difficult time turning over good content and adapting to the fast-paced world of content creation. It takes forever, and this poses a big problem for SEOs trying to keep new bloggers interested and trying to stay on top of the latest industry news.
How to Avoid It: Consider having your staff of writers do a tad bit less writing and more emailing and editing. Having a solid lineup of guest contributors or having a few breaking news stories is much more important than putting your writers on a deadline for more general projects.
4. Data Addiction. Enterprise companies often have what some would describe as tunnel vision. They see the numbers and they want all decisions to be made based on those numbers. It’s tough to get creative with so many different layers to an enterprise company; however oftentimes it’s creativity that fuels SEO.
How to Avoid It: The first thing you can do is set non-data driven goals for your department. Leading by example should help other departments see that while SEO does care about metrics, it’s the actual users and user experience that truly matters—and this oftentimes just can’t be shown through data.
5. Lack of Patience. And so the four points above lead to one conclusion: A lack of patience. Everyone is always busy and focused on their own goals that they simple don’t have the patience to wait for results or possibly create a supplemental long-term strategy. As most SEOs know, SEO is all about patience when it comes to seeing results.
How to Avoid It: Unfortunately, this is probably the toughest problem to solve. Once again it goes back to constant communication and education. The more people know, the more they will realize how important patience is in the SEO world.