Have you taken control of your organic search traffic? Through SEO, organic search can become a major driver of revenue from your website. The problem is, many enterprise websites are only operating at about half their potential.
It’s easy to assume that since your website looks good that it is good, but search engines don’t see our websites as we see them.
The size and complexity of enterprise websites create some common issues. We’re going to walk you through some of those and how they can be fixed to improve your search engine performance.
Did you know that Google ignores about half of all content on enterprise websites?
The culprit is often the sheer size and complexity of enterprise websites, combined with Google’s finite time and resources.
In order to get through the massive amount of content on the web, Google has a budget. This budget determines how long they will spend crawling the resources on each website before moving on. This budget is what causes Google to miss about half of an enterprise website’s content. They simply don’t have the resources to go through it all (and to be fair, many websites aren’t making it easy for Google to access their important content).
But that also means there’s a massive opportunity for enterprises that optimize for crawl budget. You can do that by:
Basically, you want to remove anything that stands in the way of Google crawling your website. Removing these barriers can help direct Google find all your important pages, which is essential if you want those pages to rank in search engines and bring traffic to your website!
Every enterprise website will have a lot of content — it’s easy to lose track of it all. In fact, do you know how many total URLs are on your website? The answer might surprise you! Because there’s so much content, sometimes it gets orphaned, meaning it’s not linked to anywhere on your site.
When there are no or very few links to a page, search engines may have difficulty finding it, your visitors won’t be able to find it, and the page likely will not perform as well due to less authority being passed to it.
Adding links to your important pages has the following benefits:
When you link to other important pages on your website, everyone wins.
You only have a few seconds before you lose a website visitor’s attention, which is why slow-loading web pages are often the culprit for high bounce rates.
And as it turns out, your visitors aren’t the only ones who won’t stick around long if your pages load slowly. Remember Google’s crawl budget? Slow-loading web pages mean that Google will get to fewer pages when it comes time to crawl your website.
Because of this, Google has made page speed a ranking factor on both desktop and mobile. If you want to keep your visitors and Google on your website, you need to focus on speed.
Some of the biggest culprits of slow speeds on enterprise websites are:
Finding the culprit of slow load times is a necessary prerequisite to improving speed, so make sure you have a tool that can help you diagnose page load time performance.
Google rolled out its mobile-friendly update in April 2015, which meant they would be boosting the ranking of mobile-friendly pages on mobile search results.
There are a few different ways you can make your website mobile-friendly:
Many websites also started making use of AMP technology, which can make mobile loading incredibly fast.
If your enterprise website employs a mobile-friendly framework (and it should!), make sure you haven’t fallen victim to any of these common mobile mistakes:
To do this, you’ll need a tool for mobile SEO audits.
Thin or duplicate content that adds little or no unique value can hurt your search engine performance as a whole, but it’s difficult to keep track of content on a large website, which is why enterprises typically suffer from this issue.
On enterprise websites, duplicate content is often created by:
Thin content can happen when there’s little unique content relative to the page template content. On large enterprise websites, this could be caused by things like archives or categories with only one entry.
Not only will you want to handle thin or duplicate content by canonicalizing it, removing it, or no-indexing it, but you’ll also need to produce high-quality content. To do this, you’ll need to understand how real searchers look for what you offer and create content that thoroughly answers their questions.
The sheer volume of URLs on an enterprise-level website makes it difficult to write unique titles and descriptions for every single page.
The same can go for the main heading (“H1 tag”) on the page itself.
To solve for this, some enterprise websites use a programmatic “templated” solution, but this can create duplicates that harm search engine performance if you’re not careful.
Google looks at HTML elements like title tags and headings to determine whether a page is relevant for a particular query, so having a duplicate or non-descriptive element can cause your performance to suffer. Also, since title tags and meta descriptions are what searchers see before they click, how they’re written can also affect how much traffic you get.
To make sure titles, descriptions, and headings are unique and descriptive on a large website, you’ll need a tool that can crawl your website at scale and point out any issues.
It’s difficult to achieve an SEO friendly website that drives revenue from organic search if you don’t have a high-performing SEO professional or team to help. Botify has had the privilege of working with some of the most SEO-mature organizations and seen how they do it, so if you’ve ever asked questions such as:
Then we encourage you to read A Day In The Life Of An Enterprise SEO on the Botify blog.
It’s also difficult to achieve an SEO friendly website if you don’t have an enterprise-grade solution. You might not even know whether these issues exist.
Botify adds transparency to the search process so you can identify where you might need to improve to achieve good website hygiene and start maximizing the revenue you can get from organic search.