Introduction
In 2017, SEO strategy remained a dynamic and evolving discipline, particularly for enterprise-level businesses. The year brought a mix of challenges and successes, with SEO specialists across the U.S. grappling with the complexities of technical optimization, content development, and link-building. A comprehensive survey by North Star Inbound, in partnership with seoClarity and BuzzStream, provided valuable insights into the priorities, challenges, and successful strategies of enterprise SEO teams. The data revealed a significant disparity in budget allocations and strategic priorities between different-sized businesses, highlighting the importance of tailored approaches in a competitive digital landscape. This article delves into the key findings from the survey, offering actionable insights for U.S. SEO professionals and business owners aiming to refine their strategies in alignment with 2017 trends.
Enterprise SEO Budget Allocations
The survey results indicated a broad range of SEO budgets among enterprises. Approximately 45% of enterprise-level companies allocated more than $20,000 per month to SEO, while 11% spent less than $1,000. This disparity suggests that while some enterprises recognized the importance of investing heavily in SEO, others may have underestimated its value or faced resource constraints. The survey also found that despite the challenges associated with link-building, 85% of respondents were either maintaining or increasing their link-building budgets. This trend indicates a growing recognition of the importance of backlink strategies in enhancing search visibility, even though many teams found it to be a difficult task.
Strategic Priorities and Challenges
When it comes to strategic priorities, enterprise SEO specialists ranked technical onsite optimization as their most successful strategy over the past year. This focus on technical SEO reflects a broader understanding of the importance of site performance and user experience in driving organic traffic. However, the survey also revealed that content development and user experience were critical for enterprise-level companies, particularly as mobile responsiveness became increasingly urgent. The consensus among respondents was that developing high-quality content was a top priority, with 40% of responses highlighting it as a pressing issue. This emphasis on content underscores the need for businesses to create valuable, relevant content that not only attracts users but also aligns with their search intent.
Link-Building and Outreach
Link-building remained a significant challenge for many SEO teams, with respondents ranking it fourth in terms of priority behind technical optimization, content development, and traffic analysis. Despite the difficulties, the majority of enterprise SEO specialists were committed to maintaining or increasing their link-building budgets. This commitment reflects an understanding that acquiring high-quality backlinks from authoritative sources is essential for improving search rankings. The survey highlighted the importance of outreach efforts, with many teams recognizing the need to build relationships with other websites and influencers to enhance their link profiles.
Mobile Responsiveness and User Experience
As the digital landscape shifted toward mobile-first indexing, the importance of mobile responsiveness and user experience became increasingly urgent for enterprise SEOs. The survey revealed that enterprise-level companies were more focused on these aspects compared to small and medium-sized businesses. This trend indicates that larger enterprises recognized the critical role of mobile optimization in their SEO strategies, particularly as mobile usage continued to rise. The emphasis on user experience also highlighted the need for businesses to ensure that their websites were not only mobile-friendly but also provided a seamless and engaging experience for visitors.
Content Strategy and Tactical Implementation
The survey emphasized the importance of content marketing in driving organic traffic and engaging users. Enterprise SEO specialists found that focusing on user experience and evergreen content was particularly effective. In contrast, small businesses reported greater success from blogging and link-building. This divergence suggests that while both approaches have merit, the specific needs and goals of each business can influence the effectiveness of different strategies. The data also pointed to the importance of aligning SEO goals with overall business objectives, as highlighted by Rand in the Whiteboard Friday session. This alignment ensures that SEO efforts are not isolated but contribute to broader marketing and business strategies.
The Role of Machine Learning and Voice Search
As the SEO landscape evolved, the role of machine learning and natural language processing became increasingly relevant. SEO professionals recognized that traditional keyword strategies were becoming less effective as search engines advanced in their ability to understand user intent. This shift necessitated a more customer-centric approach to content creation, where the focus was on providing answers to specific questions rather than simply optimizing for keywords. The rise of voice search also prompted a change in strategy, with SEO specialists needing to adapt their content to accommodate more conversational and verbose search queries. This adaptation is crucial for businesses aiming to appear in voice search results, which are becoming a significant source of traffic.
Conclusion
In conclusion, the insights from the 2017 enterprise SEO survey provide valuable guidance for U.S. businesses seeking to enhance their SEO strategies. The emphasis on technical optimization, content development, and user experience highlights the need for a holistic approach to SEO that aligns with broader business objectives. As the digital landscape continues to evolve, businesses must remain adaptable, focusing on strategies that not only improve search rankings but also enhance user experience and engagement. The data from the survey underscores the importance of investing in high-quality content, maintaining strong link-building efforts, and ensuring mobile responsiveness. By prioritizing these areas, businesses can position themselves for success in a competitive digital environment.