It’s easy to make the assumption that the search engine optimization strategy for Enterprise SEO — when you are working with a large corporation’s website — would be the same as SEO work for a startup or smaller company. But while many of the same principles remain, there are several major differences between standard SEO and search engine marketing at an Enterprise level.

Many of these issues come from the challenges of doing SEO work as part of a large business. As P.J. Fusco wrote about for Search Engine Watch, departmental barriers often make it difficult for someone doing Enterprise SEO (https://searchenginewatch.com/article/2236950/Enterprise-SEO-in-2013) to produce acceptable results from their SEO campaigns. When someone does search engine optimization consulting for small businesses, they have few approvals to get and can alter their SEO strategies quickly to react to changing search engine algorithms and other factors.

This isn’t the case when you are doing SEO consulting services or working in-house at an Enterprise-level business. The layers of management and departments means that you need “buy-in” from many people to implement an SEO campaign or to make changes to an existing campaign. This can be a major problem — especially if some of the people you need to work with are unfamiliar with the concepts of professional search engine marketing.

So how can you overcome these obstacles? One good tip was recently shared by Ray Comstock in Search Engine Watch (https://searchenginewatch.com/article/2234928/Defining-an-Enterprise-SEO-Strategy). Comstock recommends that you break your campaign up into two parts — a “foundational” stage where you are doing the keyword research and other background along with the early implementation and a “continuous” phase that includes the steps needed to keep your campaign moving through the long haul. This can include link acquisition, social media marketing services and more. Content writing services are a major part throughout all phases.

Another way to reduce headaches in Enterprise SEO is to conduct training with the key personnel who will be involved ahead of time. Chances are that you are the expert in online marketing services within your company, so you need to educate other people on what you know. Everyone understands the importance of ranking highly but they might not grasp the steps that need to happen to improve your search engine ranking. Getting people inside and outside of your circle educated on the different elements of Enterprise SEO will allow you to all speak the same language and improve communications as you move forward with your campaign.

When you are in the middle of a search engine optimization campaign, it’s easy to lose focus on the big picture because you so concerned with managing every minute aspect of your optimization. It’s great to be focused on details; this focus helps you stay on top of your rankings and make changes as needed. But it’s just as easy to get so concerned with the smallest features that you forget about the reason you are doing optimization in the first place — driving business to your site through an improved search engine ranking.

Over the years, eVisible has learned some valuable lessons about how to maintain the proper focus while undertaking a search engine optimization campaign. Here are three things to keep in mind as your campaign progresses but before you get overwhelmed with every little detail:

ROI, ROI and More ROI

The reason that businesses undertake an SEO campaign in the first place is to increase their visibility and get more customers and sales. After all, if you aren’t making money, why do SEO in the first place? As you progress through your campaign, make sure that you and your online marketing services provider stay focused on the tactics that will give you the greatest impact to your bottom line for the least amount of money.

Don’t Just Focus on Content

Content is an important aspect of search engine optimization. But if it’s the only thing that you are doing as part of your online marketing, you are missing out on a lot of potentially valuable tactics. Improving your site’s architecture will make it easier for search engine spiders to find your pages and for you to receive inbound links. In addition, working with a viral marketing agency to improve your social media platform or start an ad campaign can increase your visibility along with boosting your SEO rankings.

Be Flexible with Your Campaign

Developing a solid game plan is critical to having success with your SEO campaign and achieving higher search engine rankings. However, you need to look at it as a starting point rather than a script from which you can never deviate. The world of online rankings is extremely fluid and you need to be able to adjust on a regular basis as well. Major search engines tweak their ranking algorithms hundreds of times each year and you need to be open to change as well. Your provider of SEO services should be able to stay on top of any movements in the ways that search engines rank sites and make recommendations for updates to your tactics.

You can write the greatest novel in the world but what does it matter if no one ever reads it? The same thing is true for your blog posts, articles and other online content. In order for your words to connect with an audience, they need to know that they exist. As Neil Patel recently wrote on Quick Sprout (https://www.quicksprout.com/2012/12/13/dont-forget-the-marketing-in-content-marketing), if you are doing content marketing, it’s easy to put so much effort into creating the content that you forget about the important task of marketing. However, Patel notes that there are a few basic steps that you can take to greatly improve your content marketing reach and expand the audience for your blog posts and articles:

• Do the research and find out who are the movers and shakers online in your selected industry. This can include other bloggers, website owners and Twitter users. Use the members of this list as targets for your marketing activities. Contact bloggers and ask if you can write a guest post on their site. Leave thoughtful and engaging comments on other blogs with links back to your posts. Ask popular Twitter users to let their readers know about your blog posts. Even getting a few responses with each blog post can lead to many new blog readers.
•  Create a blogroll of other leading blogs. When this is done, you can let them know you have added them to your blogroll and ask them to d
  o the same for you.
• You can also pay popular blogs to write posts about your blog and encourage their readers to also read your site.

Other blogging experts have their own opinions on how to improve the marketing of your online content. A nifty infographic at the Marketing Tech Blog lists “12 Things to Do After You’ve Written a Blog Post” including keyword optimization, syndicating your blog content and shortening your blog post’s URL (https://www.marketingtechblog.com/checklist-blog-post). Another good idea comes from Jeff Bullas, who suggests reaching out beyond Facebook and Twitter to use alternative social media outlets including Google Plus, LinkedIn and Pinterest to publicize your blog posts (https://www.jeffbullas.com/2012/07/03/5-simple-steps-to-marketing-your-blogs-content-with-social-media).

These are just a few options for marketing your content. eVisible can help you with all aspects of content marketing. With our premium High PageRank Blog Posting tool, we’ll create compelling offsite content that will be posted on five blogs with a high PageRank. It’s a great way to attract interest and build your brand’s credibility. Another great premium service offered by eVisible is our Social Bookmarking tool, which submits your blog, article, website or other online content to 500 of the top social bookmarking sites.