SEO can mean different things to different organizations.
For some, it means finding the keywords they’re looking for, finding related keywords, and creating content for those keywords. You then track how you invest in those keywords and optimize over time.
At the same time, you continue to create content for “snowball” for the growth of your SEO program. Depending on the size or type of your site, you can spend a lot of time optimizing product pages for new keywords or even creating landing pages to attract new customers.
This strategy works well for many websites; However, this strategy is not sustainable when you are a business organization. No matter how large your headcount is, it can still be challenging to keep up with new keywords and optimize individual product pages relative to page templates.
Tracking your rankings can be difficult because there are so many keywords and URLs to track.
While smaller organizations have no trouble staying on the list of their most valuable keywords, it’s often challenging for businesses to stay on top of Google for hundreds of thousands of keywords.
We address some of the common problems that business organizations face when it comes to investment tracking and resolving them.
Challenges for monitoring corporate investment
The larger your website, the more complex investment tracking is for four main reasons:
1. Investment tracking is difficult to scale
Many business websites are huge. Think, for example, of an ecommerce site with 8 million indexed URLs, or a news / media site that publishes 100 new articles every day. When you consider that a single URL can place multiple keywords (sometimes hundreds!), It can quickly get out of hand.
So how can you routinely track many keywords, especially when your ranking can change on a daily basis for many different reasons? Even worse, how can you optimize individual pages for keywords with so many pages on your site?
2. Investment tracking is difficult to maintain
Rank tracking typically comes from keyword research, the process of determining which phrases your audience uses to search for your information or products. Unfortunately, this process can be long and cumbersome, especially for companies that want visibility for millions of different keywords.
For this reason, keyword research is generally considered a “set and forget” project, or at best one that is conducted on a quarterly or annual basis.
If you do keyword research only once or very rarely, you’ll lose track of the new keywords that your site receives impressions and clicks. Especially in an increasingly digital world, there are many risks that the latest trends will not show up more often.
3. Investment tracking does not provide all the valuable details
Business organizations often want more detail than most investment tracking solutions can provide them.
Many placement tracking solutions tell you where you rank for the keywords you choose, but can’t give you more information, such as how many clicks you get from those placements. This is because most placement tracking solutions scratch Google search results pages to calculate a placement instead of using real information from the applicant or real websites.
4. Investment tracking lacks a lot of context
Just like the problem of missing details is the problem of missing context. Business organizations need to know not only where they are taking up positions, but also why they are taking up there. Are they performing well, or is there a technical problem that is preventing them from ranking better?
Without this context, you have little to lose when it comes to getting started.
So how can you solve the challenges of tracking the rankings of large corporate websites? You simply go beyond investment tracking and incorporate more technical SEO elements into your strategy.
Business Search Engine Optimization: How to go beyond investment tracking
Findability is more important than any keyword
Corporate websites need to focus on the tactics and changes that will give them the most significant success with a larger set of pages than a smaller website. A whole-funnel approach to search engine optimization often produces the most important result because it affects the overall performance of a website rather than individual keywords.
For large websites, this is invaluable. Starting with technical search engine optimization will ensure that your site can be crawled, rendered and indexed. The most important part of this SEO funnel is discoverability.