Intuitive keywords are selected by Sandbad that match commercial, volume, and competition levels to deliver new customers.
Sandbad ranks high value product pages using 200+ optimization factors to outpace and outrank your customer’s competition.
The Sandbad combination of technology and people can acquire unlimited hyper-targeted links with Google-approved metrics from new referring domains to any desired page on your website.
Enterprise Strategy Our approach to Enterprise Strategy
Creating a Successful Partnership
First, realize that Google does have limitations. It is far too easy to create pages it can’t understand or won’t crawl and index. For instance, the average user might not understand how to fix site architectural issues or broken links. If Google deems your content as poor in quality, it gets ignored because search engines only want to see relevant, high-quality content.
Second, SEO in the enterprise environment has key policies that are constantly changing. Just because you’ve implemented optimization strategies to your site over the past year doesn’t mean you’re in good shape forever. Keyword strategies and content marketing from 2018 may not work in 2019 or 2020. You’ve got to keep on top of what Google is up to and constantly measure and test your enterprise SEO tools’ effectiveness.
Lastly, realize that if you do the wrong thing, such as using manipulative methods to increase your site’s rankings or providing a poor experience to people who visit your site, you’ll risk the chance of receiving a penalty from Google. If companies like Tesla and Dell can be penalized, so can you. These penalties can be difficult and sometimes nearly impossible to fight back against so getting SEO for enterprise companies right the first time is critical.
Done correctly, enterprise SEO can be a high ROI investment because it brings well-targeted traffic, improves visibility, and increases qualified leads. The key to staying on top is based on the following factors: learn, implement develop, and consistently test hundreds of keywords and keyword themes.
There are many subtle nuances to the mechanics of semantic search, but ultimately what it means for you is that an authoritative site that dives deeper into topics will usually rank better than its competitors. In many cases, this is the difference between success and failures in the competitive world of enterprise SEO.
Highly specific multi-word phrases tend to be far easier to rank well. Developing content that not only follows Google best practices but also is scientifically crafted is a critical factor for enterprise SEO firms. Ultimately, your SEO platform is ever evolving and a good firm helps keep you on top of it.
Our Data Driven Approach to SEO
Although the fundamentals of enterprise SEO services stay constant regardless of company size, SEO has its own set of challenges at the enterprise level.
A small business might be handled by a few marketing professionals. However, a large enterprise firm will be handled by a centralized team or distributed teams across different departments. Of course, at that size, an agency might involve enterprise SEO experts that handle varying amounts of work. At a smaller marketing organization, the SEO experts develop a plan of what needs to be done and then they execute it. At an enterprise level, the SEO team is navigating interdepartmental responsibilities, where it might not be clear who can enforce the SEO team’s recommendations and which ones can be carried out.
The most daunting aspect is typically the bureaucracy that comes with large companies. Here at Sandbad, we understand the nuances of working as an external SEO company to complement internal marketing organizations. We realize that every member of the team has a unique perspective towards the world of SEO, and we’ve succeeded across multiple verticals by balancing the necessary strategies needed to deliver results with the education and co-working mentality to create consensus. We work with a company’s existing organizational structure and align our efforts and perspective with existing marketing efforts.
Comparing PPC vs. SEO
Did you know that organic search results (non-PPC) are 8.5x more likely to be clicked on than paid search results? That’s a huge disparity and is likely attributed to searchers gradually learning the difference between organic and sponsored results. They are also recognizing that organic results are typically more respected resources. Also, researchers have found that 40% of users are using Ad Blockers so fewer people are noticing the ads to the right.
However, done correctly, both can get you on the front page of the search engines for targeted terms and in front of your desired audience. There are certainly times to use PPC (like when you’re first launching your company). It’s a great way to get your name out there and build brand awareness. For a limited time offer or special event, PPC is an effective way to get the exposure that SEO wouldn’t have time to contribute to.
Ecommerce tracking works similarly as goal tracking but the metric tracked differs slightly. For businesses whose POS (point of sale) is directly on their website, ecommerce tracking provides a comprehensive overview of data during an SEO campaign and allows businesses to see opportunities in scalability and in increased revenue. By channeling the data through filters like organic search, social media, email, etc. we can trace the origin of traffic which helps to determine which channels are most effective through SEO, and analysis and improve where needed.
Goal tracking works best for larger businesses that want to see an increase in traffic, leads and revenue on their website. For a larger business, goal tracking shows the way that leads come into the marketing funnel, so they are properly handed off to the sales department. This allows us to see how viable the specific medium is as a marketing channel and track the successfulness with data-driven results.
Throughout all SEO campaign efforts, return on investment is always our main goal. ROI is the ultimate metric of success in determining the ways SEO has boosted organic traffic to your website and your search engine result page ranking.
The account management in our SEO campaigns provides detail monthly reports that focus on revenue generated and return on investment to see notable wins in your SEO campaign, as well as areas for improvement and possible increases in SEO practices. The ability to analyze the medium in which the revenue generated came from, like organic traffic or email sequences, let’s SEO campaigns to dial in on active channels and optimize those.
After seeing ROI and revenue generated through the lens of an SEO campaign’s effects, it’s easier to determine the scalability of a business. From understanding ROI and how SEO has benefitted ROI, businesses of all sizes can decide how utilizing more SEO best practices can push their sit up in rankings, bring more traffic to their site, and increase their ROI and revenue generated.
For smaller businesses, tracking leads looks a little bit different. Smaller businesses tend to generate leads via phone calls and email sequences. Tracking these calls and emails communicates the way in which the lead came to contact a business via organic traffic. Other metrics show possible trends in generated leads, but tracking organic traffic gives you quantifiable proof that SEO efforts are actually bringing in more visitors, and thus more leads.
For our clients of smaller sizes, call tracking and email tracking helps convey ways in which organic traffic is being driven to your site, allowing us to continually optimize on-page and off-page attributes to boost organic traffic to your site.
Why enterprise SEO strategy matters
and the value it brings to your business
Differentiating Informational and Purchase Intent
The intent of your searchers falls under two categories of commercial or informative. So ranking high for queries where your future customers are researching or purchasing something can lead to significant top-line growth for your company. These are the opportunities you do not want to leave to chance.
An example of this is when a prospect searches a product by name (like “Apple iPhone”) or they can be generic (like “large smartphone”) or actually include terms like “buy,” “purchase,” or “order.” In all these examples, you can infer that the searcher is considering making a purchase soon if they’re not already pulling out their credit card. In other words, they’re at the business end of the conversion funnel.
The goal is to position yourself as a trustworthy, authoritative source so your brand is at the forefront of your industry during their hunt.
Competition-Driven SEO For Enterprise
If your competitors are doing effective SEO and you’re not, inevitably they are going to start getting more and more of the traffic that should have been yours. Enterprise search engine optimization matters to your company’s bottom line.
Consistent findings show that effective SEO ends up being an extremely high-margin activity that leads to significant marketing KPI improvements. Failing at it means lost incremental revenue and incremental profit.
Comparing SEO vs. PPC
PPC expenditure is higher than SEO because of the ongoing expenses to keep campaigns running. For large brands, the ongoing investment in SEO (i.e. that isn’t content creation or development) is relatively small. It’s hard to justify the expense of a PPC campaign when you’re at an enterprise-level scale, knowing that enterprise search engine marketing is more successful and the overall better long-term value.