Enterprise
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The Ultimate Guide To Enterprise SEO: 25 Things To Know Before You Take The Plunge
Enterprise Search Engine Optimization (SEO) is not rocket science. In fact, it is not even as faceted as many other sectors of SEO in which practitioners have to perform many more nuanced SEO tasks (and often by themselves). So why is Enterprise SEO so underserved and why do so few large organizations embrace it properly? […]
The Enterprise SEO Guide To Response Codes
Response codes impact every page, image and file on your website. A visiting search engine bot figures out what to do based on those codes. Incorrect response codes can cause: Indexation problems; Duplicate content; Site performance problems; All manner of other site higgledy-piggledy. Enterprise SEO is all about big, site-wide wins. Response codes are just […]
Large-Scale Content Optimization Tactics For Enterprise Sites
For large organizations, keeping a close watch on keyword targeting and on-page optimization across an entire site or network of sites is not an easy task. At the enterprise level, a single site can have millions or tens of millions of pages, and larger organizations such as news publishers may have 20-30 different sites or […]
How To Build & Manage Enterprise Search Marketing Teams
On a panel at a recent conference, I had the pleasure of moderating a great discussion on building and managing in-house SEO teams. What made this panel superb was that it wasn’t just about in-house SEO teams.There was quite a bit of content around hiring, working with third parties, and the interaction between marketing and […]
The Relationship Between Enterprise SEO & PPC: SMX East Recap
During a whirlwind stay at SMX East, I had the enviable opportunity to speak at length about two of my all-time favorite topics: Enterprise PPC, and the relationship between paid and organic search. Enterprise PPC It was interesting to get some very different takes on Industrial Strength SEM from the seasoned pros seated next to […]
SS Enterprise: Venturing Into SEO And Social Media Strategies
Internet Marketing is in a state of constant change. This places major stresses on organizations that try to keep up and are not quite sure what initiatives they should invest in and which ones are a waste of time. For many companies, one of the biggest current challenges is to decide how much energy to […]
Get These Three Things Right In Enterprise SEO
The other day in URLs café at Yahoo! headquarters in Sunnyvale, I had a great conversation with our head of SEO. He was telling me about significant recent success SEO has been enjoying at Yahoo! At many large companies, SEO is an uphill battle, so any victory should be fully celebrated. I asked what happened […]
Weighing In-House vs Agency SEO For Enterprise Search Strategies
Working on the agency side of search for many years has taught me some valuable lessons. I’ve been privileged to work with the best and brightest, and by turns, saddled to work with the worst and dullest. I’ve seen a little bit of everything: those that get it, those that don’t, and those that don’t […]
PPC Tactics For Large Enterprises: Search Network Targeting
At SMX West last month, I spoke at length about what it means to manage PPC programs at large companies. One of the topics I covered at some depth was using the various search engines’ targeting options to break keywords down into smaller bits of data to optimize them individually. This type of tactic can […]
Forrester Research Publishes 1st Report On Enterprise SEO Automation Tools
Today, Forrester Research unveiled a 6- page report on the utility of SEO automation tools for use in larger enterprises. Six vendors were covered in the landscape report, including Altruik, BrightEdge, Conductor, Covario, SEOmoz PRO, and Yield Software. The report mainly covers key issues in scaling automation across larger enterprises, integration of IT services and […]
Enterprise SEO: 5 Tips To Create A Governance System
The SEO landscape is competitive enough for B2B organizations. The last thing they need is internal competition from other business units. But many marketers face this hurdle when implementing an effective enterprise search solution. But to be successful, enterprise level SEO needs to be supported by a governance system based on effective communication. Why Governance […]
What Google’s Preferred AdWords API Pricing Change Means For Enterprise Search Marketers
Back in late April, Google announced that it was changing the way AdWords would work for agencies and application providers managing paid search via the AdWords API. This seemingly simple change from Google levels the playing field between in-house and externally developed search engine marketing tool providers.
Enterprise SEO Tools, Part 2: The Cloud
Get ready for Part 2 in our series on enterprise SEO tools! Next up: web-based (or cloud hosted) tool sets for link research, SEO diagnostics, and competitive research.
Enterprise SEO Tools, Part 1: The Browser
Everybody loves tools! For search marketers working on any level—a 10 page site or a 10 million page site—tools are essential. They save us time, they help us diagnose issues, and they give us a peek into what our competitors are doing. They can even give us a peek into what the search engines are […]
Getting Top Management Buy-In For Enterprise SEO
My last post focused on selling the benefits of SEO in a large enterprise. Once you have done that you will already have made great progress, but now you need to take the next step: getting your management team to understand what is means to pursue SEO, and how it affects the business at an […]
Selling The Benefits Of SEO In A Large Enterprise
This is the first of a two part series on selling SEO in a large enterprise. Part 2 will be published as my next Industrial Strength column. In Part 1, the focus will be on why getting search traffic is important to an organization. Part 2 will explore some of the consequences of that realization. […]
Practical Long Tail Strategies For Enterprise-Class Paid Search Campaigns
The “long tail” is a source of much debate within the paid search marketing community. The concept, popularized by Wired’s editor-in-chief Chris Anderson, is used to describe the large number of keywords available for purchase that individually deliver little traffic, but in aggregate have the potential to be an important source of clicks and conversions […]
Enterprise SEM: Q&A With Zappos’ Darrin Shamo
Zappos.com, the online retailer with legendary customer service, has been on a meteoric rise during the last few years. After achieving revenues of over $1 billion in 2008, Zappos was acquired by one of the biggest players on the web in late 2009: Amazon.com. Behind Zappos’s amazing customer service and great brand, lies a sophisticated […]
Enterprise SEO: A “Plumbing” Problem
A few years ago, I was attending a training session on brand guidelines for a large technology company. The products and services they provided were described by the presenter as the “plumbing” in the wall – something you don’t see, but it allows things to work properly, which makes your life easier. It’s tough to […]
Enterprise Search: Keyword Arbitration Between Organic & Paid
Enterprise Search Marketing programs face a multitude of challenges. Lack of resources, lack of accurate metrics, difficulty getting site changes implemented for organic optimization and so forth. Many of these challenges are more on the organizational side of things than anything else. For those of you in this camp, here’s a challenge that will sound […]
Enterprise Search: Focus On The Business Goals
Implementing a successful search program at the Enterprise level has some unique challenges. Often, web marketing staff and content creators become very concerned with making everything “SEO Friendly”. There is almost a sense of paranoia when creating web content, that every web page must be found in Google, which tends to be a major concern […]
Google’s CIO On The “Consumerization” Of The Enterprise
The Wall Street Journal has an interview this morning with Google’s Chief Information Officer Douglas Merrill. He discusses the company’s attitude toward security and the freedom that Google permits its employees in terms of choosing software applications, phones, computer operating systems, and so on.
Report From SES China: SEM Strategies For The Enterprise Life Cycle
SEM Strategies for the Enterprise Life Cycle was a new panel for China. I’ve moderated Bill Hunt, CEO of Global Strategies on numerous panels at conferences throughout the world, but this time Bill was even more “on” than usual, offering up some great insights on what he called the “search maturity lifecycle.” Bill and his […]
Feds Spur Demand For Enterprise Info-Discovery Tools
Corporate spending for electronic-discovery services, estimated at roughly $1.77 billion in 2006, is expected to increase by more than a third to $2.42 billion this year, according to the Wall Street Journal. The reason? New Federal Rules of Civil Procedure passed by Congresss that are accelerating deadlines for companies to identify and describe electronically searchable […]
Google Releases New Google Enterprise Search Application
News.com reports that Google is expected to release a new upgraded version of their Google Enterprise Search Appliances today. The new Google Mini will “enable companies to perform searches on intranets as well as internal business applications.” The search boxes are expected to be available for purchase as soon as they are announced. I will […]
New Features Added To Google’s Enterprise Search Appliance
A Google press release from yesterday announced that Google has added a few features to the Google Search Appliance. The new features clearly labeled include: Clustering of the results Source Biasing Options – define which sources are more authoritative than others Add languages such as French, Italian, German and Spanish and Portuguese for query stemming […]
IBM & Yahoo To Offer Free Enterprise Search
IBM and Yahoo double team Google from Reuters covers how IBM and Yahoo are to offer free enterprise search to businesses. The story talks about this as a challenge to Google and others, but Google remains itself very much a challenger in the enterprise search space (see here and here). Google’s enterprise search solutions cost […]