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Technical SEO Challenges from an Enterprise Perspective

Technical SEO Challenges from an Enterprise Perspective
Technical SEO Challenges from an Enterprise Perspective

Technical SEO essentially determines your online presence. It refers to website and server updates that directly (and sometimes indirectly) impact your website crawlability, indexation, and ultimately, search rankings challenges in your enterprise seo. The components included are page titles, title tags, XML sitemaps, metadata, and others. It excludes analytics, keyword research, backlinking and social media strategies.

Technical Aspects in Enterprise Website

Technical SEO is the very first step in creating a robust search experience. When it comes to enterprise SEO, it starkly differs from General SEO. The defining aspect is the complexities, primarily of complex site architecture.

Larger enterprises comprise several engineering teams focused on different aspects of the website. Sometimes, on several platforms. Another issue is the number of pages eligible for ranking. Some of the biggest names tend to have over a few thousand web pages, of which only 200 might become eligible for ranking. Now, this is deemed problematic at multiple levels. From subdomains and subdirectories to pushing sitemaps, identifying websites that need or have no-index tags, Javascript implementation, Ajax calls, and many more.

Note that an extensive website gets managed by several parties with decision-making powers, adding unprecedented complexities.

Fixing the technical aspects of websites

No HTTPS Security

If your website is deemed insecure, browsers display a grey background. Worse even, a red one with a ‘not secure’ warning.

fix https security

How to fix No HTTPS Security

You need to purchase an SSL certificate for your website and install the certificate.

You can buy your SSL Certificates from:-

Improper indexing

This happens when the company website does not show on Google upon searching the brand name. In simpler words, if the pages are not indexed, they are deemed non-existent. 

How to fix Improper Indexing

You can check in the Google Search Console (Websmaster) why the URL is not getting indexed.

As shown in the below screenshot, paste any URL in the “Inspect any URL” field on the top. Once you hit enter you will see the exact issue due to which the URL is not getting indexed. After discovering the issue you can follow the steps given in Google Search Console and work towards resolving the issue and then again request indexing in google search console.

fix improper indexing

Broken Links

These are detrimental to the overall journey of searchers, affecting page ranking.

Fixing Broken Links

Broken links can be found using ahref tool, you just need to paste the url in the “Enter domain or URL” field and click on the Check broken link button. Below is the screenshot of the result.

fix broken link

For Internal links, we can fix that as we have complete control over them. By taking relevant actions you can fix them,

For External links, you need to reach out to the author and let them know about the issue so they can fix it.

Tools

A glad tiding is several tools that can solve these enterprise-level complexities. Some well-known ones are Moz, DeepCrawl, The Screaming Frog, Oncrawl and Sitebulb. However, choosing the tool behests upon factors including usability, scalability, crawling speed, crawl modes, and configuration.

Structure

The website structure shows which web pages are most important. Think of it as a hierarchy. Site structure enables you to organize the web content. Websites usually comprise various related content and topics presented on posts and pages. Site structure also deals with content grouping, linking, and presentation to the visitor. A well-structured site makes it navigation-friendly. One thing that can immensely help in this endeavour is taxonomy, including categories, tags, and internal links.

The importance of site structure

There are three primary reasons why site structure is vital for Google and other search engines.

The structure serves as a guide

The structure provides clues about where to find relevant content. It helps determine whether the search engine can understand what your website is about and its products. Google crawls sites through internal and external links using Googlebot. Using this, Google determines the relationship between the various pages.

You can follow the below ideal structure. This structure will help you for better SEO and UX.

ideal site structure

Not competing with the content

The second reason is that site structure prevents you from competing with yourself for a higher ranking. For instance, say you have blog posts and articles on your site about the same topic, each covering a different perspective through a unique angle. But Google will not know about this until explicitly made clear. A way around this is to have a robust internal linking structure.

Site structure helps augment UX

The site structure reflects in the navigation of the website. It enables your audiences to arrive on the site. Also, a good UX increases the chances for conversions. People can purchase products, subscribe to newsletters or even make subsequent visits. Google likes websites that stand in good stead.

You can check in the Screaming Frog tool, how Google looks at your structure.

crawl tree graph

In the above snapshot, the Crawl Tree Graph represents the website in a similar way to the force-directed diagram. They display the crawl dept from left to right by default, but you can also to top to bottom.

Result Tracking

Keep in mind that securing the top ranks in search engines is no easy feat. Getting it right requires a cohesive blend of SEO tools and strategy. Hence, tracking, analyzing, and managing keywords ranking is crucial for a flourishing digital presence.

Corporations should get on with keywords ranking search volume, current ranking, URLs, and brainstorming. There are ranking tools available that help track multiple keywords over multiple search engines and URLs. Also, some offer additional features such as geo-targeting, keyword suggestions, and device-specific tracking for tablets, desktops, mobiles, and others. Such keyword management tools help with keyword research and data analysis. Some of these tools are SEMrush, Sitechecker, Ahrefs and Ranktracker.

Also, these tools help sort them into groups. So, digital marketers and SEO specialists should brainstorm the best possible approach. At the end of it, you get access to a lengthy report about the current website standing of the websites and high- and low-performing keywords.

You can also use the Ubersuggest tool, for tracking your rankings. Below is the screenshots for the same.

rank tracking process

At the end of the day

Large-sized enterprises, especially MNCs, tend to have total web pages that run into a few thousands, calling for a cohesive SEO strategy. However, before everything else, technical SEO needs sorting. This refers to the site architecture that serves as a guide, a differentiator among content pieces, and augments overall UX.

At Adapty, our proficient team of specialists design the website connecting human intent and business intelligence. It is redolent of real-time communication, a navigation-friendly interface across devices, and user intent.

Contact us today.       

About Amanda Cruz

Amanda Cruz is CX & Digital Commerce Strategist working with Adapty

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