Majority of the enterprise companies would not have heard of Search Engine Optimization and even website optimization; especially optimization in terms of finding the relevant information quickly & representation of branding/products. Enterprise companies are more focused on direct lead generation marketing activities.

I would suggest that instead of Search Engine Optimization, they think of it as building their online credibility. Every enterprise needs to have a strong online credibility, as their potential buying decision makers are all online. Their decision cycle is long and not instantaneous as buying some product through checkout mechanism. Their decision process usually consists of researching the problem/pain point experience, various options available, product comparisons and benefits.

The decision makers’ research process includes a lot of searches on Google & other search engines, reading white papers, attending webinars, reading blogs, consuming analyst reports and others. Having a presence in all these potential research points represents a strong online credibility. Content plays an important role in credibility – regular blogging, publishing whitepapers once in 3 months, conducting at least 2 webinars per year by inviting industry subject experts are all good practices. Having more content on the website also provides good scope for Search Engine Optimization.

One easy test for online presence that I would recommend enterprise companies is to Google search on their own company/product. If you get back 3 pages of content from your website and external sites, which essentially have been created by your company, then time to pat your back and say “Job, well done!”.