According to an off-quoted 2006 study by Web-usability expert Jakob Nielsen 93 percent of Web users don’t took beyond the first page of search results. Even though the percentage can differ to some extent across various studies and over time, the general implication remains. Furthermore the typical website site gets 61 percent of its traffic from search engine results.
Managing how the enterprise website appears to search engines and therefore investing in search engine optimization (SEO) is crucial for enterprises.
Search engine optimization (SEO) can be described as the process of improving the volume and quality of traffic a website receives directly from search engines.1) Or more directly as methods aimed to manipulate a website and links to it for improving the site’s ranking on the search engine results pages.2)
First of all, large enterprises should apply the same general SEO steps as Mid-Size Companies.
Important steps are:
- 1) Indexing - 2) On-Page optimization - 3) Obtaining links - 4) Monitoring - 5) Using Social Media
Indexing aims to attract the search engine spiders attention to the website, in order to get indexed and ranked well by the search engine quickly. Links from other sites can enhance getting indexed. However, it usually takes months for a site to begin ranking well.
On-Page optimization aims to change a website in order to improve its search engine rankings. Main on-site factors used by the search engines in order to determine rank include – tagging (title tag, meta tags, H1 tag), bold text, and keyword density.
A backlink is a hyperlink from an external site to the target site. Search engines consider backlinks as well as the relevance of the text used in the backlink. Beside the quantity of links, backlinks from websites that have a higher own page rank have a higher search engine impact to the target site.
For constantly improving the SEO, the results should be monitored on a regular basis and action should be taken.
In addtion Web 2.0 techniques can be used to improve rankings in the search engines. The Web 2.0 SEO process includes four main steps - 1) Keyword research, 2) Web 2.0 content site creation, 3) Linking Web 2.0 content sites via RSS, 4) Social bookmarking.4)
Large Enterprises need to take into account that they probably have to manage SEO for several websites, for a large amount of content and modified by various authors.
Depended on the country, the used keywords and content of the website can differ significantly as well as link building.
Since, SEO is more about the way to organize, structure or index website content or keywords and how to link but not about keywords, links, etc itself a company can implement a SEO Strategy concept company wide. This general SEO Strategy needs to be fixed an implemented on all relevant websites. It should include an optimized way how to structure, index and highlight the content, how to build the links and so forth.
However, with large amounts of content and a vast number of editors of the CMS, large enterprises should also optimize there Speed and their Content Management System.
- 1) Optimizing the Content Management System (CMS) - 2) Improving speed of content delivery networks (CDN)
Site speed is a contributive signal for search ranking algorithms. Attaining new coding efficiencies within a website can help enhance site speed. The best way to determine where to speed up the delivery of the website's content is the use of Google Webmaster Tools. The tools provide a good overview of how a website compares to others in terms of speed.