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How to Create a Foundation of Enterprise SEO

Enterprise SEO is generally bucketed with sites that have thousands of pages, dozens of employees, and likely hundreds of thousands to millions of organic search visits per month. Just like there is a specific nuance and functional expertise required to make local SEO (also very different than general SEO) a success, the same holds true for enterprise SEO. I have been privileged to have spent most of my career building and implementing strategies for enterprise SEO. I am often approached with questions on how to create a foundation of enterprise SEO in an organization that has never really focused on SEO before or how one should structure SEO from the outset if a company has ambitions of growing a very large site. This topic likely needs a whole guide, maybe even in a book, but in the next few paragraphs I will lay out the abridged version of what will help any site get started on building enterprise SEO efforts. Before any thought can be given to building out SEO, the technology in use has to be flexible or customizable to service SEO needs. The CMS or static page architecture need to have the option to customize metadata like title tags, meta descriptions, headers, photo tagging, structured data, and cross links. Ideally, this should be able to be done somewhat at scale, so corrections can be released to all pages simultaneously when necessary. There should be a way to build XML sitemaps and split them into multiple sitemaps when the 50k URL limit is reached. XML sitemaps might not be that useful for crawling and indexation of a small site, but they can be pretty important for sites with tens of thousands of pages.

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