SEO isn’t only for small and local businesses but large enterprises as well. As 68% of online experiences start with a search engine, high ranking and visibility are crucial for all organizations, regardless of size and scale. Enterprise SEO is relatively complex, considering the sheer number of products, services, web pages, and visitors for large organizations.
Designing and maintaining such large sites can be challenging for business owners. Nailing the right SEO strategy is even harder because there is no proven formula for enterprise SEO. Many sites overlook the potential of behavioral data and internal search. Ignoring internal search data is the worst mistake because it can provide key insights into what customers want.
Here are the ways internal search can empower enterprise SEO:
Get Context For SEO Success
Context refers to understanding the needs and intent of your customers and integrating them into your SEO plan. Internal search and behavioral data can provide context by addressing the following queries:
· Where is your target audience?
· What type of content leads to engagement?
· Do they only browse, search and refine, or discover and get inspired?
· Where do they bounce away from your website?
· Are there specific site usage trends within the same session?
· Do demographic or seasonal patterns stand out in their search behavior?
You can analyze search queries and contextualize them by sorting, refinements, location, and timing to gain insights to elevate your SEO game. Enterprise SEO can be simplified by segmenting the target audience and digging deep into the behavioral patterns of each segment.
Discover Keyword Relevance
Keyword relevance is perhaps the trickiest part of SEO. Did you know that almost 95% of keywords have ten or fewer monthly searches? That means most of the keywords you use may never drive search results. You need to choose them mindfully to maximize your results with minimal effort.
Small sites can rely on third-party keyword tools to assess keyword performance for growth opportunities. But these cannot suffice for the evaluation of the behavioral footprints of customers on enterprise-grade websites. Fortunately, internal search data can provide complete, accurate, and meaningful insights to optimize your SEO efforts.
Focusing on search behaviors is far better than chasing a few high-volume terms. With this approach, you can address new and unique queries that open new opportunities for your business.
Adopt a Data-Driven Architecture
As a basic rule, you need to design your website with SEO in mind, whether you run a small business or a large enterprise. Internal search data can help you shape a site architecture with an impressive user experience. For example, you can prioritize a specific section of your website if more users visit and spend time there.
According to CodeParachute, website design can be a game-changer when it comes to lead generation and conversion. Investing in a data-driven design is even better because it matches the UX expectations of customers and search engines.
Think beyond the visual elements and create a valuable internal linking structure to factor in local search demand, emerging market trends, seasonality, and existing inventory. Data-driven information architecture ensures optimal crawl paths to get the most relevant content to your customers.
Drive Business Value
For a beginner, SEO is about securing rankings and maximizing traffic to a website. An increase in organic sessions seems like a win, but what about the quality or relevance of traffic? When you have an enterprise website, the last thing you want to deal with is loads of irrelevant traffic that will never likely convert.
Driving value for your business with relevant traffic is the real deal. You can build a value-focused SEO strategy by knowing your audience, understanding their intent, and comprehending how their clicks translate into profit. An internal data-based strategy considers demand, supply, and location for effective results.
Simplify Co-Occurrence
Online search behavior on large sites is complex, with some keyword searches consistently appearing in the same session. For example, visitors searching for home appliances might also be looking for décor items and furniture. It translates into opportunities around content covering home products more broadly.
Paying attention to internal site searches can help you simplify co-occurrence and target audiences with relevant content and keywords. It enables you to get more upper-funnel traffic that is likely to convert and generate value for your business.
Conclusion
Leveraging internal search data can help you fine-tune your enterprise SEO plan. With a detailed understanding of your customers and their needs, you can move beyond decontextualized keywords and drive value for your business with a cleaner SEO plan. Internal data works as a multidimensional tool, giving your enterprise a competitive advantage.