Make Your 2018 Awesome – Lessons from Enterprise SEO


As 2018 ramps up, we find ourselves reflecting on what worked and what we can improve upon from last year as we put the finishing touches on this year’s SEO strategy. A good frame of reference regarding industry standards lies in North Star Inbound’s survey on the state of enterprise SEO. Over 240 SEO specialists were surveyed on everything from team and budget size through their concerns regarding their existing campaigns and fears for the future. Overall, the outlook is positive for both teams:


Agencies have a bit more confidence in their successful strategies, but in-house SEOs are also extremely positive and optimistic.

The comprehensive data analysis, as well as the raw data, can be found at the source, but here we’re covering some of our favorite highlights from the survey’s findings. What are some of the most important steps you need to take?


  • Did you prep for Mobile-First?7% of respondents noted that they’ve made sure their sites are mobile-friendly on both desktop and mobile versions. This has been a huge fire needing to be put out for all sites that want to continue to perform in search rankings. We’ve all heard about how over half of all website traffic comes from mobile phones, and so this is a logical next step.Need to get up to date on Mobile First? Mitul Gandhi from survey partner seoClarity actually just released an article summarizing the rollout so far. It all hinges on how comparable the content is between mobile and desktop, and Google seems to be trying to work with webmasters – at least to some extent – to ease the transition by letting you know exactly what needs to be fixed.
  • Did you enhance your technical SEO and user experience? Industry leaders have these locked down. Page speed and indexation are the top two technical SEO issues monitored, which makes sense given how search engines approach pages – you want to make sure your first impression is awesome. Duplicate content came in third; though a simple issue, this is a great reflection of well maintained a site – quality authorities are expected to be up-to-date – as well as whether spammy practices are being employed to try to inflate rankings.Write-ins from SEOs caught our eye here as well, with “mobile friendliness” speaking to our first point on this list, and “all” emphasizing the comprehensive nature of successful SEO management. Though we’re highlighting things for you to focus on and prioritize, the more thorough your optimization and housekeeping work is, the more likely it is to be reflected positively in your rankings.
  • Are you using PR to build links? PR is the new frontier for link building, leveraging media outreach around newsworthy pieces to earn high-DA links. Top agencies are starting to offer PR and PR-related campaigns to their clients in an attempt to land diverse, quality links without compromising their white hat approaches. Even your marketing team members who work in social media can get excited about PR, since these sometimes bleed into media shares, if you’re lucky, which can help you score more traffic and conversions, brand recognition, and so forth.
  • Are you willing to spend? 85% of survey respondents – across all company sizes – said they are maintaining or even increasing their link building budgets this year. 45% of enterprise companies reported having monthly budgets of over $20K devoted to SEO.The takeaway here is not that you have to spend a certain dollar amount to see success, but rather, do not be alarmed at having to allocate some resources to see success.


There are more detailed breakdowns of team allocations and priorities at the source if you’d like to examine this more closely. No matter what 2017 was like, you can combine your own data insights with these findings and build an SEO strategy that you can reasonably expect to succeed alongside those of your peers.


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