Enterprise SEO comes with many challenges.
Larger organizations often have a lot of people working in many offices that are not on the same side.
Even when these individuals have aligned their goals, past optimization can become problematic.
It’s not uncommon for old systems to be set up, old micro websites to consume resources, or simply not having real friends in the IT department to make the key changes needed at the enterprise level.
Over time, many problems and challenges can – and will – arise.
Here are the 11 most common SEO challenges solutions – You will come across when working with large companies.
1. Companies with established old or proprietary CMS systems
Old CMS systems are causing big headaches. You will find that some departments do not have access to these systems, some will have SEO capabilities while others do not, and the learning curve for these systems is high.
Learn what the system can do and start describing how to perform these tasks. Some things to learn about this are:
- Structured data
- Redirection options
- Internal connection options
- Design proposal
- Changes throughout the site
- Plugin options
- Possibility to edit data
If you are unable to perform these tasks, you may want to consider updating your system oz maybe even moving to a new CMS.
Companies may use the wrong tools for their work, often as a result of false promises by sales teams. However, many tools cannot offer the improvement needed to work well in multiple groups.
You will first need to analyze all the tools used to find the ones that benefit the organization and the ones that hold you back. Then sit down with the vendors, discuss the company’s options, and remove tools that don’t offer the functionality that companies need to optimize for search engines.
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3. Improper content distribution leads to lost opportunities
Content is only useful if it is installed correctly. The main problem for companies is the lost opportunity to take advantage of news and trends due to poor deployment strategies.
Find ways to encourage everyone to align their content goals. Here are some things to do:
- Create a content calendar for the entire organization
- Set it up management models at the site of
- Create and update workflows
Finally, describe who the content should go through: editors, writers, and final approvers. Once you’ve created workflows, you can start introducing content faster to take advantage of timely news and trends.
Also, remember to have procedures in place to avoid duplicate meta titles, keyword cannibalization, and other issues.
4. Micro sites that consume resources
It is not uncommon for companies to have micro-sites that they build over time. Unfortunately, it can be difficult to manage all of these sites.
Micro sites are a great opportunity to gain links and provide focused information, but they consume a lot of resources. Ideally, you will merge these sites into a main site and ensure that all stakeholders are part of the transition process.
5. Lack of communication and cohesion between groups
When multiple teams and teams are involved, your job is SEO much harder. Unfortunately, it can be a challenge to find cohesion between groups.
Enterprise SEO requires that you have deep relationships with the people in the organization, which means you need to work with managers and teams that go beyond yours. Here are some things to do:
- Network with others in the company
- Start creating common goals
- Collaborate with others on change
- Use communication and collaboration tools
Your goal is to put everyone on the same page to make the comprehensive changes an organization needs to achieve its SEO goals.
6. Development teams are not committed to SEO strategies
Development teams need to agree with your SEO strategy, but this is hard to ensure to do. Fortunately, some tips can help you get IT departments to adopt your strategy.
First and foremost, these departments and teams are crucial to a technical SEO company. You will need to work with more stakeholders each day, but some of the most important will be those in the development and IT departments.
You will want to:
- Become friends with these teams
- Talk about your plans and problems
- Work through the solutions that these teams can offer you
Working closely with development teams is one of the best things you can do to help a company achieve its SEO goals. In addition, one thing that emphasizes the importance of working together extremely well is sharing your “victories” with the development team.
For example, share these wins with them if they helped you expand your servers and make speed optimization adjustments for better rankings and results. Explain what their work has helped you achieve, and praise them during the meetings.
7. The mindset “works”.
Sales are growing, and as a company continues to grow, management often refuses to change or increase its marketing budget because what’s in place is already “working”. This mindset is problematic when trying to get teams to sign up.
If you want to encourage people to agree with your strategy and move it forward, everyone needs to agree. You will need to take a unique approach with everyone involved, but it should include:
- Display of results
- Creating charts and graphs about how changes affect business
- Share user stories as their experience improves
Teams want to know that the work they do is effective and helps the company grow. People buy when they see results, and if you can’t show those results yet, make projections of how those changes will positively impact the business.
8. Lack of management
Lack of management can quickly lead to chaos for current and future SEO teams. If the company has no management, it is up to you to make key changes.
Businesses need rules to help them maintain the highest level of quality and meet standards. You may have management in several areas of the business, including step-by-step rules and procedures to follow:
- Content teams
- Publishing teams
Governance includes policies, standards and procedures that must be followed closely. Once you have the right governance in place, it ensures that everyone follows the “rules”. If future teams are involved, they can continue to follow the management principles you have.
Properly implemented, management will help create a cohesive digital strategy, promote online accessibility, reduce errors and bugs, and help a company maintain consistency.
Companies expect a return on their investment. And SEO is an investment that needs to be tracked to show its effectiveness. Unfortunately, many organizations do not have tools in place to monitor the results of their campaigns.
Managers and owners want to see results. If you can’t show them how your work affects your business, you’ll quickly lose your job. Use tracking tools:
- When changes are made
- How change affects business
- Run performance reports
If you can show that SEO provides value, it is much easier for everyone in the organization to get involved in your plans and strategies.
10. Lack of diversion control
Conversion for a business can quickly get out of control and SEO campaigns do more harm than good. This is a topic that I have discussed quite often in my other articles on diversion errors in the past, and it needs to be addressed early.
Redirects need control, and a few things you need to do right away to keep them under control are:
- Run the spiders to find all the redirects
- Repair interrupted redirects or loops
- Create a redirection database
- Create conversion management
Last but not least, you’ll also want to have one last person approve conversions who can double-check to see if they’re causing any problems.
11. Overlook the technical problems of SEO
Technical SEO is a big part of working with companies because there are so many moving parts in a large corporation that you will be exposed to. While the technical aspects of SEO may not be fun or exciting, they need to be considered crucial.
If technical SEO has been ignored, it’s time to sort things out and work on:
- Improve website speed
- Creating an internal structure of connections
- Scanning and crawling errors
- Troubleshoot any duplication issues
- Installation of canonical marks
- Reduce server response time
Often, “small” problems with technical SEO are overlooked and accumulate over time. If you fix these problems early, you’ll find it much easier to achieve your optimization goals.
The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Personnel authors are listed here.
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