Mediaboss Marketing

Ive got a joke for ya: What has 250,000 URLs, a content team of 15 people and three target keywords?

Your website.

I understand SEOs keyword obsession. Its hard to let go, and a nice, high ranking for a really juicy phrase tends to justify budget. But, as Ive written before, theres more to justifying enterprise SEO than keywords alone.

In fact, in enterprise SEO, Id say keywords should be the last thing you look at. You can get your biggest, best wins with a a general focus on site visibility, content clarity and site performance. Heres why:

Most enterprises have been around a while. If you fit that description, you already have a brand. Your audience already uses certain non-branded phrases to find you. And there are hundreds or thousands more long-tail terms that theyre using.

But youre not getting any traffic from those terms, because you dont appear. See Youve got bigger problems below.

Show me a website larger than 10,000 pages, and Ill show you a site with:

So far this year, weve crawled and tested 10-15 sites Id qualify as enterprise. Every one of them had the problems above. Address any three of them, and you build organic traffic.

If Sears wants to rank for dozens of 'automotive' phrases, they should fix this 302.

See more here:
Why Enterprise SEO Shouldn’t Focus Solely On Keywords