Enterprise websites are somewhat unique compared to their customer-facing counterparts in that generally, their main purpose is to serve the needs of a business or organisation. This can take a variety of forms, from being a content management platform to a communication aspect to a combination of the two.
However, just because a website isn’t consumer-facing doesn’t mean you can ignore SEO completely. In some cases, your website has dual purposes and getting regular traffic still matters. In others, it may boil down to you needing to rank for branded keywords (the name of your company or service). Here are some common issues with these that an enterprise SEO audit can solve.
Note that duplicate content can take on several different forms. It’s not necessarily repeating the same article concept on your blog multiple times, but also more subtle problems like having duplication behind the scenes. For example, many people who are trying to apply basic SEO concepts to their sites for the first time may end up trying to repeat content to save time, like reusing meta descriptions or headings/title tags. However, it’s worth it to try and target duplication with the website SEO audit, as neglecting these issues can lead to diminishing returns for your ranking.
Issues With Link Cultivation
As Google’s algorithms change, the importance of a good link profile becomes more and more important. Note that this isn’t just in terms of quantity, but quality as well. The more sites with high domain authority that link back to your enterprise site, the better your SEO fares. The main purpose of an enterprise SEO audit here is to check all the existing links to your content to make sure they fall in that category. Equally important is making sure any links you use aren’t broken, as this can harm your ranking.
This may seem like an odd point to end the discussion on, but one of the major issues with enterprise SEO, in particular, is all the different areas that a strategy needs to go through before it is implemented. You need to start with the plan itself, but that also needs to be run through the IT team to be coded into the site, as well as run past your PR or marketing departments to be properly promoted. The larger your company is, the easier it is for messages to get off-brand.
How does an enterprise SEO audit help here? Mainly by identifying inconsistencies and breaks. For example, if your meta descriptions are focusing on one set of keywords, but your press releases are showing something else, clearly the different teams on these assignments are having a breakdown in communication.
As you can see, there are a variety of existing issues with many common SEO strategies that can only be targeted by an enterprise website audit. An experienced outside company has the expertise and background to scan all the necessary areas to improve your existing strategy, as well as apply keywords in areas you may have missed.