It is crucial for a company’s product or content to be found online by the right people at the right time, which is why they rely on software to help them execute effective search engine optimization.
Deciding whether the company needs an enterprise SEO platform or not is one of the biggest challenges faced by enterprises today. This calls for evaluative steps involved in any martech adoption, including a comprehensive self-assessment of the organization’s business needs and resources, management support, staffing, and financial resources.
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Below are a few questions companies need to ask themselves before exploring a purchase.
Does the company have the right technical resources?
Successful enterprise SEO platform requires dedicated technical resources deployed, focused on acting on the opportunities and recommendations surfaced by the analytics and reports.
Does the firm have the right desired human resources in place?
Employing people to implement and utilize enterprise SEO platform is a prerequisite for any firm’s marketing success. Only if the employees have the right skill sets, the SEO toolsets can make them more effective and efficient. The majority of digital marketers struggle to justify their SEO budgets. SEO platforms and tools are the key components responsible for keeping the overall costs low while getting the necessary work done. The analytical capabilities of employees can also help SEOs prove the impact of their work.
Who will the enterprise SEO belong to?
Enterprise SEO is commonly placed into editorial, marketing, or IT department, depending on the nature and the need of the business. Unfortunately, in large companies, it ends up with either whoever can best articulate the business case or whoever has the budget. In a best-case scenario, the power should be with both.
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Are the expectations realistic?
It is quite common for enterprise SEO efforts to take almost six months to generate tangible results. If SEO is just introduced in the organization, there are workflow processes and cultural shifts that will need to be implemented and refined continuously. Setting realistic goals and timelines will help build support at all levels of the enterprise.
Has the company inculcated an SEO culture?
Many firms begin to invest in SEO, but they lack the understanding of SEO across the organization – this cripples their progress. Broad educational programs are required to provide consistent performance and results.
Are the KPIs, tracking, measuring, and reporting results of the firm in place?
It’s essential to know precisely what the firm needs from the SEO. Do they want to improve SERP rankings or increase the time visitors spend on the site? Or is conversion the critical objective? Having clear goals will help enterprises to decide whether they are ready to put an enterprise platform to good use to meet what the organization needs the most.
How to measure success?
Depending on the site’s monetization strategy, firms need to ensure that they know how to determine whether the rollout of the enterprise SEO platform and the successful execution of the established KPIs is increasing conversions, sales, or page views.
Does the firm have enough funds for staff training?
It is vital to provide training to design, technical, content, and marketing teams, to reinforce it regularly. The enterprise with successful SEO implementation will find ways to inject SEO knowledge into the employees through existing training programs to distribute the messages broadly. Training needs to be consistent, comprehensive, and continuous. Some companies include or offer training for an additional fee.
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To what extent are the reports to be shared with the non-SEO staff?
Some tool providers prioritize the significant development resources on interfaces that can be utilized by people in other organizational roles — such as C-suite executives or writers. If such a requirement arises, then it is crucial to evaluate possible platforms and smartly analyze, which reports sharing with whom.
Do the firms have C-level buy-in?
Enterprise SEO platform software can be a five to six-figure investment annually. It plays a critical role in demonstrating the value of SEO to C-level executives, running pilot test projects, and agreeing to a standard definition of “success” in advance.
