1 million URLs: how to change your SEO strategy when you reach the business level

“We don’t have enough content on the website. We need to publish 100 pages a month. “

I usually hear this from the C-suite and across departments when they hire staff SEO director in a business company.

Content has long been considered the holy grail of SEO – a constantly sought after but hard to understand intent, relevance and trust.

More published content does not mean better ranking. Martin Splitt and Lily Ray revealed this myth that advises that content is not produced for the sake of producing content.

So when you get to a million URLs, does your view of content frequency change? How do you maintain increased organic traffic without more content? And how can there be more revenue from organic production without an increase in organic traffic?

The truth is, when it comes to SEO in a company, if your work doesn’t improve the end result, then your SEO strategy needs to be tested.

Your business now recognizes that SEO generates revenue. Grab the shift.

There is a clear paradigm shift from SEO for small businesses to SEO for businesses. It can often feel like an unwanted feeling deja vu. The reality is when you get to millions of websites; your SEO strategy needs to adapt.

Also, the relationship between technical, substantive and feedback links is entering a new era. The experience from the side is here to stay.

Over the past few years, in-house SEO professionals have been forced to tailor their strategies to focus more on current relevance and authority of content, and to improve basic online vital values.

Fortunately, if your company has hired an SEO director, they understand the importance of SEO for revenue. SEO is closely related to sales.

Now is the time to create a new SEO strategy for a company that balances short-term and long-term results. Think of it as an opportunity to be on an equal footing with your marketing counterparts.

As your mindset shifts from small business SEO to business SEO, think about the full flow – from top to bottom – to create a holistic approach to SEO to support different areas of business in your business.

Segment your technical SEO audit by category or business function

The transition from SEO to SEO for businesses can be a bit daunting from a technical standpoint. One small change can have a big impact on your income.

This is what happened to Ryanair.

On the other hand, one small change in the speed of your site can lead to big improvements throughout the site.

EBay targeted its image optimization pages and eventually transferred this to all pages of the site. For every 100 milliseconds of improved search page load time, eBay saw a 0.5% increase in the number “Add to cart”..

SEO professionals in the company need to move away from the highest level and understand the internal functioning of the organizational structure of the company.

As an in-house SEO expert, it is your job to respect and prioritize your technical SEO audits and plans based on categories or topics on the site or business function.

As you begin to segment your technical SEO according to the organizational structure of your business, you open the door to joint discussion across multiple departments.

For example, I am working on an audit for a company that sells printers, sewing machines, scanners, label makers, and so on.

The company has structured its organizational chart by business units (BU). There is one department that supports printers. To present a technical audit of SEO on sewing machines to the printing team would be a complete waste of time for BU leaders.

With the BU-based technical SEO section, you can determine the priority that is most important to everyone.

Content revision by type and department

When it comes to auditing and strategy for your company’s SEO content, you want to wash and recap how you segment your technical SEO. Stick to audits based on the type of content and organization chart of the company.

Remember that your value is created with a more holistic approach to content that encourages last-mile decisions as opposed to a separate approach. Use key stakeholders in groups to better understand the sore points and see how you can help solve the content problem.

Then you want to focus on the right content that powers the engine for each department.

King Ola nicely said.

Once you’ve identified the most successful content, start building templates and documentation to repeat the process on a larger scale.

By supporting other departmental initiatives with your content, you create the right partnership to promote meaningful, high-value organic transport.

Leave the building of links to digital PR and content distribution groups

Building connections is dead. That’s what I said.

Now, before you start trolling me on Twitter, let me clarify.

Building connections in companies is dead.

why

There are already several departments that internally manage the work of building connections.

The goal of an SEO company by building links should be more related to participation in your organizational structure.

I am not alone in this idea. Look what Nick WildsonCEO and founder of Torque Partnership, he says.

Think about it.

Your public relations department is already making connections by increasing brand reputation and guest announcements for your CEO (or other department head).

In the public relations department, you may have an influencer or ambassador who creates sponsored content and user-generated content.

Your social media team is already uploading your content to social media, even to C-suite social channels. The social group manages your YouTube or Google profile. If you’re lucky, the social team also owns Reddit, Quora and Wikipedia.

You want to create documentation and guidelines to support these departmental initiatives. You don’t have to own their strategies, but you can contribute to them with the eye of SEO to build safety fences.

Given the above, there are certain tactics for creating SEO links, such as creating broken links, which should continue to be on your radar quarterly for quick wins.

A solid foundation for SEO companies is the key to increasing to a million organic landing pages

I have noticed that SEO professionals in companies often ignore or do not take the time to invest in basic SEO. Even if it’s not sexy, basic SEO will get you over the finish line.

Today, SEO leaders in companies have the opportunity to link the client path with a full growth business plan. Your goals should be focused on increasing the content and performance of the site in a more meaningful way for the customer.

By building connective tissue in other departments, your SEO company strategy will begin to integrate into the culture and transform your business into a more competitive one and unlock new levels of content creation, giving you a central place in the C-collection.

---

The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Personnel authors are listed here.

---