With sales teams to wrangle and tech to sell, you’d forgive any enterprise technology company’s marketing team for not prioritising their SEO. We wouldn’t blame them, but we’d definitely smack them on the wrist. SEO is one of the most useful weapons that any B2B marketer has in their arsenal and it would be a crime to not give it the attention it deserves. SEO for enterprise technology companies is especially important.
Why? Because 68% of online experiences begin with a search engine and 27% of B2B buyers utilise independent online research, it’s hard to comprehend the number of leads you’re letting slide by when you’re not prioritising your SEO strategy. And when only 0.78% of Google searchers click on results from the 2nd page, SEO for enterprise technology companies should be a priority.
What is an enterprise technology company?
If you’re on this page, it’s safe to assume that you’ve probably already got a sound understanding of enterprise technology. But before we get too deep into our best SEO for enterprise technology companies advice, it’s important that we clearly define what we mean when we say ‘enterprise technology’ for those that are a bit more unsure.
Enterprise technology consists of technological solutions that span across large organisations. It streamlines workflow, improves communication across teams and provides access to better data. As such, enterprise technology companies sell these services so that organisations can increase their efficiency, make smarter decisions and generally improve their responsiveness.
There’s a range of different areas that enterprise technology spans. From accounting software to business analysis tools, development platforms to supply chain management. If your organisation has a problem, there’s probably an enterprise technology solution out there that can help.
What is SEO?
So now that we’ve defined enterprise technology, we’ll also define SEO to ensure we’re all on the same page. SEO stands for Search Engine Optimisation.
Search engines like Google or Bing use bots known as ‘crawlers’ to crawl the web and collect information about different pages. Then, algorithms analyse the pages in their index and decide what order the pages should appear in when a query is made. SEO is all about trying to get your organisation’s website, (in this case, your enterprise technology company’s website,) as high up on the search engine result pages as possible.
SEO for enterprise technology buyers
Like with any B2B strategy, it’s important to keep your target audience in mind. Every enterprise technology company will have a slightly different target audience. Whether you target charities or film production companies, there are some aspects of B2B enterprise technology audiences that remain consistent no matter what.
Any enterprise technology would want to target any senior IT leader – Chief Technical Officers, Chief Information Officers or Head of ITs. There will also be plenty of room for variations depending on the type of enterprise technology you sell. For example, if you sell accounting software, you’d most likely target Chief Financial Officers too. Regardless of what senior leaders you plan to target, It’s essential to keep your buyers in mind when you’re building your SEO strategy.
Keywords are the bread and butter of on-page SEO. They’re the phrases that users search in search engines to discover solutions. For example, to come across this article, you probably searched for something along the lines of ‘SEO for enterprise technology.’
To really rank in earnest, you need to conduct thorough keyword research. There’s a range of online marketing tools that you can use to do this research for you, but we’ve found the easiest methods tend to be the best. Our solution? Get onto Google and use their auto-fill feature to find out what users are searching for.
Did you know that long-tail keyword searches have a click-through rate 3% to 5% higher than generic searches? That’s a whole lot more organic traffic. Don’t be afraid to target longer, more niche key phrases over short, competitive keywords! The more targeted your organic traffic can be, the better.
Headlines & title tags
36% of SEO experts think the headline/title tag is the most important SEO element. And who are we to argue with 36% of SEO experts? Your title tag is a really important aspect of ranking.
There are some key differences between writing a headline for an article and a title tag for a web page.
When you’re writing a headline, it’s important to keep it engaging. It’s a well-known fact that 8 out of 10 people will read your headline but only 2 out of 10 will read the rest. So, we’d say it’s pretty vital to get it right! Longer headlines are more effective, so ensure your headline is 8-12 words long. Include numbers to guide the reader and set expectations. Add attractive adjectives (and maybe use some alliteration whilst you’re at it!) Use call-to-action words to encourage clicks. And finally, make sure to encourage the ‘curiosity gap’ – leave the user wanting more with their curiosity stoked.
When it comes to title tags, it’s less about stoking curiosity and more about convincing the user that your company has the solution to their problem. Trigger words like ‘best’, ‘award’ and ‘review’ to help users gauge what the page will be about whilst encouraging clicks. It’s also best to make sure the characters don’t exceed 50 characters or they’ll be cut off in SERP. Make sure to include your brand name in all your title tags, too.
But one thing that you’ll need for both a headline and a title tag is a really well-researched keyword. Without keywords, there’s very little chance that any strategy to improve SEO for enterprise technology companies will succeed.
High-quality page content
Once you’ve got you’re keywords and titles in place, you’re ready to tackle page content. Great page content is essential when it comes to ranking highly in search engines. When we say ‘content,’ we’re not just talking about copy on a landing page. Content can be a range of things like blogs, articles, videos, infographics or podcasts. They’re all pieces of content that will help your site.
Building your content around relevant keywords is important. A keyword density of 1-2% is ideal to pull in traffic. It’s also important to build your pages around user intent. For enterprise technology companies, you’ll have to balance being technical and commercial at once. Your content should be focused on problem-solving and the solutions your technology will provide. Balancing the complex technical concepts whilst explaining the commercial benefits too, all whilst communicating in easy to understand, everyday language so it’s universally understood.
Every piece of content should be entirely unique as well. Any duplicate content, from your own site or another company’s, will tank your chance of ranking.
We’ve been focusing hard on on-page SEO for enterprise technology, but there’s another aspect to SEO that we can’t ignore: technical SEO for enterprise technology. Nobody wants to wait around for content to load when they’ve clicked onto a webpage. In fact, 53% of mobile website visitors will leave if a webpage doesn’t load within three seconds. There are thousands of other enterprise technology companies out there, and users will happily visit another one if your website speed is too slow.
It’s not just users that dislike slow loading speeds. Search engines don’t like it either. Google specifically penalises sites with poor technical SEO like slow site speed or a high bounce rate. Luckily, Google has a helpful tool to help you improve your technical SEO! It provides suggestions for improvement so you can ensure your website is as optimised as possible.
Measuring your SEO for enterprise technology’s performance
It’s all well and good putting all of this advice in place to optimise your website, but without any kinds of measurements, you’ll have no idea how well you’ve been doing! Or, maybe you’ll need to identify places to improve. Set KPIs at the start of your campaign so you can map your progress. Here are a few we’d recommend:
- Keyword rankings in SERP
- Organic traffic to key landing pages
- Site speed score
Now you’ve got a wealth of knowledge on SEO for enterprise technology companies, but maybe you’re still after some more advice. If you’re a B2B technology company looking for more help with your marketing, check out our Ultimate Guide for in-depth marketing strategies specifically for your sector. Looking for even more solutions to drive results? Contact us today for a free consultation, or head over to our digital marketing page to see the other services we can offer to help your business grow.