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4 Future Enterprise SEO Considerations

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4 Future Enterprise SEO Considerations


As the web grows, more and more enterprises are now looking to SEO to help provide insights into how users interact with search engines and how they (and other sites) communicate autonomously.

This article highlights four trends and ways for Enterprise SEO marketers to stay ahead of change and the evolution of the web.

In a survey of CMOs in the United States, conducted in August 2021, 43% of respondents pointed to marketing technology, data, and analytics as their top priority for the upcoming 12 months.

The number of worldwide web users has risen to 4.5 billion, with over 2 billion websites now on the internet.

At the same time, the size of enterprise websites is growing as both marketers and machines, daily and hourly, add more pages of content, assets, and information

Ensuring your brand is discoverable by the right audience is becoming more competitive and complex.

On top of these challenges, concerns and opportunities are converging around:

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  • Web 3.0: The need to understand what decentralization of the web means as users begin to own their data and personalization rises in importance.
  • Googles Page Experience and Core Web Vitals: The rise and importance of technical SEO and website infrastructure, content and speed
  • The proliferation of search entry points: New search entry points from wearable, voice-activated devices, and mobile phones mean the next-generation market is expected to reach $55.7 billion by 2025.
  • Data Privacy and Compliance: As initiatives grow around privacy, such as GDPR and the use of third-party data sources, marketers have to look to new ways to ensure data is high fidelity and secure.

According to Google’s John Muller:

“The best way to sum what is being pushed as the web3, in my opinion: it’s a way to store, access, and transfer some types of information, by using “public databases.”

SEO, as you know, is about making some information (like content or product listings) more accessible and easier to find online.

The web as you know it won’t change. You’ll still have search engines, marketplaces, social networks, e-commerce, etc. As long as there are search engines, there’ll be a need for SEO.”

Over recent years a crucial part of SEO was (and still should be) focused on how users interact with search engines.

However, as the web evolves, there is a need to understand how machines communicate with each other and how sites like Google and Facebook interact with websites.

Optimizing search experiences means understanding how humans and machines generate and process data.

Below are a few key areas to focus on to prepare for next-generation SEO.

Build Trustworthy Informational Infrastructures

The formidable growth of data means marketers now need to ensure their data sources are trustworthy and accurate.

Compliance around GDPR, CCPA, and privacy is becoming a major concern for organizations dealing with sensitive information, as referenced by CIO.com’s top eight priorities for 2022.

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Security is a vital component of Enterprise-Grade SEO, ensuring your technologies are compliant now and in the future.

This protects you and your clients and users.

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Focus On Semantics

In 2001, Tim Berners-Lee (the founder of the internet) described the semantic web as a component of Web 3.0.

“The Semantic Web is not a separate Web but an extension of the current one, in which information is given well-defined meaning, better enabling computers and people to work in cooperation.”

Innovations in search technology centered around understanding the knowledge graph. Semantics are helping marketers better understand the relationships and meaning behind search queries.

Google uses Natural Language Processing (NLP) to help the search engine better understand and process queries – just as humans would.

In enterprise SEO, it is also helping enterprise SEO experts better understand the meaning behind searches and consumer wants and needs.

As machine-to-machine communication increases, it will also be essential to understand how they do this, what data it produces, and how to process it.

Leverage trustworthy technology and structured data sources and focus on key concepts like E-A-T to ensure your content matches intent and answers context between phrases and questions.

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Advance Your Understanding of Machine Learning And AI

As of 2021, in the state of Big Data And AI Executive Summary, among surveyed U.S. organizations, there was an overall focus toward driving innovation with data. Almost a third indicated active transformational business outcomes within their companies.

The application of NLP technology will be the driving force behind the next generation of SEO.

Embracing it is essential from data and information retrieval to website error detection and automation.

The human brain can only process so much data.

With the amount of data online to reach 175,000 zeta-bytes, processing becomes impossible.

Content writers and digital marketing experts are now tasked with a number one priority – understanding website-website communications – so they can update and make the necessary modifications to their website, search, and content marketing strategies.

Advanced technologies are self-learning and, in some cases, self-driving to help enterprise SEO professionals understand and process complex data.

They are assisting marketers to save valuable resources on mundane tasks, automate reporting, and fix critical errors on their website with zero-touch.

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The intelligent use of marketing technology provides vital business intelligence and helps automate its execution.

Smart SEOs utilize this to improve business results and evolve their careers by elevating their role and learning new skills.

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Apply Data Insights Across Your Search And Martech Stack

Traditionally, SEO has relied on assumption-based best practices.

And it still does.

However, the application of Data science in search is becoming mission-critical.

This is especially true as website functionality and SEO needs become more advanced.

At the same time, search engines are getting more sophisticated in evaluating websites.

The result is a need to obtain, analyze, and extract insights from large datasets.

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Particularly in an enterprise environment, SEOs draw heavily on data science methods and tools to process search data in a way to drive insights: Whether through statistical analysis, full API access to datasets, data processing algorithms designed for Big Data, or the freedom to experiment through how search data is collected.

However, with massive amounts of data, it makes no sense why marketers won’t use technology to streamline their SEO efforts.

Image from Natata/Shutterstock, February 2022

When it comes to data science, SEO experts have a dilemma in choosing the right approach.

For example, they often ask themselves:

Should I use excel for my day-to-day work in processing data, or is it worth the pain to learn Python?

Would I produce better work by building my own interactive dashboards with R or Python, or should you just go with Google Data Studio?

Integrating Data Science modules into your technology stack can help enterprise SEOs, especially digital marketers, benefit from data science without having to become a data scientist – and without using resources to tackle the dilemmas outlined above.

Enterprise SEO platforms of tomorrow require the capabilities of data science infrastructure at the core of their martech stack to give marketers flexibility of options.

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3 Data Skill Sets You Need to Succeed in Data SEO

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3 Types of Data Science SEO Teams and How They Work

Conclusion

As the web – and the breadth and depth of human connection inside of it – evolves, the value of search data as a proxy for the real-time voice of the customer will continue to grow.

For Enterprise SEO, unlocking that potential requires an increasing focus on technology, but it cannot be at the expense of the thoughtful, creative thinking that drives exceptional customer experiences.

That balance between data science, creativity, and the humanization of AI-generated touchpoints is an essential component of any marketing strategy built to withstand this next era of the growth of the web.

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Featured Image: Olivier Le Moal/Shutterstock

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SEO

Fact Checking: Get Your Facts Right

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Fact Checking: Get Your Facts Right

In the last decade or so, the concept of “fake news” has become a major thorn in the side of consumers and content writers alike.

Digital marketing experts who write SEO content at the enterprise level might not consider themselves journalists or news reporters – but there’s a greater overlap between the roles than many people realize.

Like journos, enterprise SEO content writers need to earn the trust of their audience by demonstrating authority, relevance, and experience.

And while you might think that, as a content marketing specialist, the only person you’re serving is your client or employer, the truth is that good SEO content provides just as much service to consumers.

You’re not just advertising to people; you’re helping them find answers, information, and solutions to their problems.

That’s why, for SEO content writers, getting the facts right is crucial.

“Fake news” has eroded a lot of people’s trust in media. Online content, in particular, is always fighting an uphill battle due to the oversaturation of the digital space – and the sheer amount of misinformation that finds its way into blogs and social media sites with little quality control.

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Today, fact-checking is arguably more important than ever before.

One little mistake is all it takes to lose a consumer’s trust forever.

But what does it mean to get your facts right? Is it just ensuring every name is spelled correctly, and every claim has an attributed source?

Both of these things are an important part of SEO fact-checking, but they’re only a small piece of a large puzzle.

Enterprise SEO Fact Checking Best Practices

Fun fact: Even when consumers don’t know you’re lying, Google does.

Web pages with deceptive, inaccurate, or poorly vetted content are penalized and less likely to appear in search results.

Want to avoid the wrath of the almighty algorithm? Here’s what you need to do:

Get The Basics Right

A few paragraphs back, I mentioned that fact-checking isn’t limited to correctly writing people’s names, ages, positions, and pronouns.

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Nevertheless, getting the basics right is still important. If you can’t do at least that much, then you won’t be prepared to do more in-depth fact-checking.

It’s especially important to get this information right when you’re quoting multiple people.

Not only do you need to attribute quotes and ideas to the proper sources, but you also have to make sure the information they shared with you is accurately reproduced.

Double Check Everything

If you get a quote from someone that says the sky is blue, go outside and look up, just to be sure.

Okay, that might be an exaggerated example – but you get the point.

Double and triple-check everything.

If you find a useful quote or statistic online, track down the original source. See if you can find other reliable web pages with the same information.

Don’t be afraid to do a little research yourself. Crunch the numbers and try to find corroborating evidence.

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Never take anything at face value.

Go To The Source

Speaking of tracking down the sources of stats and quotes: That’s a cornerstone of fact-checking so important, it merits expanding on now.

Have you ever had a teacher or professor tell you, in no uncertain terms, never to use Wikipedia as a source?

Well, that’s just as true when writing enterprise-level SEO content. Wikipedia might be useful in pointing you toward helpful sources, but it shouldn’t be your primary text.

Nor should any second-hand source. If another web page states something as a fact, confirm where it got that fact.

If it’s a disreputable source and you parrot it, then you become a disreputable source, too.

Understand The Information

Content writing – especially at the enterprise level and especially in an agency (rather than in-house PR team) context – often requires authors to cover many different areas of expertise in many different industries.

It can be tempting to regurgitate and plagiarize information that already exists, but if you do that, you won’t be able to offer any meaningful insights.

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You have to understand the information you’re relaying.

That will help you spot contradictions and factual errors and demonstrate genuine authority.

Is AI Automation The Future Of Fact Checking?

Enterprise-level content fact-checking requires a lot of time and effort, but cutting corners is a recipe for disaster.

Fortunately, just as it has with many other aspects of SEO, AI automation may soon be able to simplify the process.

U.K.-based independent fact-checking organization, Full Fact, has been leading the charge in recent years to develop scalable, automated fact-checking tools.

Full Fact’s efforts have already garnered the attention of the biggest names in search engine technology.

In 2019, the non-profit organization was one of the winners of the 2019 Google AI Impact Challenge, which provides funding for potentially revolutionary automation research projects.

Full Fact’s stated goal is to develop AI software capable of breaking down long content pieces into individual sentences, then identifying the types of claims those sentences represent, before finally cross-referencing those claims in real-time with the most up-to-date factual news data.

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Though Full Fact is still years away from achieving its goal, the benefits of such a breakthrough for SEO content writing are self-evident.

That said, you don’t have to wait for the future to use AI automation and other software tools to help you fact-check.

For example, the Grammarly Plagiarism Checker not only identifies duplicate content taken from another source but also highlights portions of text requiring attribution.

Commonly used enterprise SEO tools like Semrush, Ahrefs, and Moz, meanwhile, can be used to investigate a domain’s authority, helping you decide which sources are considered reputable.

Fact-checking in today’s oversaturated news and information marketplace can be intimidating at first glance. But the number of resources available to content writers is growing by leaps and bounds every day.

Making full use of these resources better enables you to win consumer trust in an age when that kind of trust is a very delicate, precious, and valuable commodity.

More resources:


Featured Image: redgreystock/Shutterstock

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