Key Takeaways:
- Enterprise SEO success hinges on flexibility, both in strategy and internal systems, to overcome brand and infrastructure constraints.
- Local SEO optimization, especially across multi-location businesses, can drive dramatic gains in traffic and visibility when executed systematically.
- Choose SEO partners based on relevant industry results and proven performance, not just cost or prestige.
Data shows that 93% of online experiences begin with a search engine, and 75% of users never scroll past the first page of search results, according to a 2023 article from Hubspot.
For enterprise-level brands, SEO isn’t just a marketing strategy — it’s a critical factor in driving visibility, credibility, and revenue.
However, achieving SEO success on such a large scale comes with unique challenges.
Enterprises often juggle complex legacy systems, branding conflicts, and the need for a robust, scalable SEO infrastructure.
But as Krešimir Ćorluka, CEO of Canonical SEO Agency, explains, a well-planned, adaptive SEO strategy is the key to unlocking enterprise success.
In an interview with DesignRush, Krešimir shares how Canonical’s strategic approach — rooted in local SEO, community-building, and ongoing adaptability — has led to impressive results for their clients.
Who Is Krešimir Ćorluka?
Krešimir Ćorluka is the CEO and co-founder of Canonical SEO Agency, a leader in providing SEO solutions to enterprise brands. With his extensive background in digital marketing and leadership positions in major media corporations, Krešimir has been a pivotal figure in shaping the SEO landscape for enterprises. He is also a key organizer of the Zagreb SEO Summit and leads SEO Hrvatska, a thriving community of over 2,500 SEO professionals in the region.
The Most Common Challenges Enterprise Brands Face with SEO
When asked about the specific hurdles enterprise brands face, Krešimir offers insights that set the stage for understanding why traditional SEO strategies often fall short:
“Depends on the kind of enterprise. It can be anything from technical SEO if you're an eCommerce store to adapting different SEO tactics where branding gets in the way,” Krešimir says.
“I can't remember how many times I had an issue with a client who [says they] can’t change this, because it's our brand, even though it's destructive to their UX and SEO.”
This resistance to change is a significant hurdle for large enterprises, which often have rigid brand guidelines that can conflict with the flexibility needed to achieve their desired results.
As Krešimir points out, smaller brands are typically more open to making changes that improve user experience and SEO performance.
One of Canonical's standout success stories is its work with a large retailer with over 200 locations.
The client needed to optimize its local SEO to drive traffic and visibility across its extensive network.
“One of the most fun campaigns we had was doing a local SEO fix-up for a big store, which had 200+ locations. We optimized the Google Business Profiles and were doing some other stuff as well, which led to an increase in not only Google Maps traffic but organic and direct traffic as well by about 200% if I remember correctly,” Krešimir says.
These results highlight the importance of local SEO and how Canonical’s tailored approach can drive significant traffic improvements even for large-scale businesses.
The Key to Enterprise SEO Success: Flexibility
When it comes to SEO strategy, Krešimir emphasizes the need for flexibility. This is especially important given how quickly SEO, as we know it, has undergone rapid transformation in the last few years:
“I think SEO, as it is right now, will probably die pretty soon, but SEO has ‘died’ at least 20 times by now. We will just have to adapt to the changes in search, as always. Wherever there is a search box, there's SEO, and search boxes aren't disappearing any time soon.”
Flexibility in SEO can take many shapes and forms:
- Flexibility in strategy: SEO plans must evolve with business goals, industry trends, and user behavior. What works today might not work tomorrow — staying flexible keeps campaigns effective.
- Flexibility in best practices: SEO best practices aren’t set in stone. As search engine algorithms change, so do the rules. Being willing to unlearn outdated tactics and adopt new ones—like prioritizing helpful content over keyword stuffing — is essential.
- Flexibility in execution: Sometimes, technical limitations, team capacity, or budget constraints require you to find creative alternatives without sacrificing results.
The key takeaway here is clear: the most successful SEO professionals aren't just optimization experts — they're experts in adaptation.
Building a Culture of Continuous Learning and Collaboration
Given how quickly things can change in the world of SEO, brands and agencies need to stay on top of ever-evolving changes in best practices, SEO strategies, and the like.
Understanding this, Krešimir and Canonical started several initiatives, providing SEO professionals with avenues for continuous learning and collaboration.
They set out to build a community on Facebook (SEO Hrvatska), doing SEO meetups in the region, and starting the Zagreb SEO Summit conference.
The Zagreb SEO Summit is an annual event that gathers leading SEO professionals from around the world.
Designed as a hub for innovation and collaboration, the event offers attendees valuable insights into emerging trends and how to implement the best practices that work for the world’s biggest brands.
Krešimir said the event provides a lot of value for SEO professionals:
“Networking, great speakers, fun parties and just the open atmosphere of the event make for a great place to learn and find valuable leads.”
This year’s summit will discuss several important topics, including how eCommerce is changing in search and how SEO will evolve in the next five years.
The Most Common Mistakes Enterprises Make in SEO
One common mistake enterprise brands often make when selecting SEO agencies is:
“Going for the lowest or highest bidder automatically when looking for an agency,” Krešimir says.
“Some big companies only look at how they can save money, and others think ‘more expensive equals better.’ Just ask for case studies and check who had the best results in the industry, which is most similar to yours.”
He stresses the importance of choosing an agency based on their proven results and expertise in the specific industry rather than just price alone.
For large enterprises, balancing the three pillars of SEO — technical SEO, content, and link-building — is essential for long-term success.
Krešimir offers this advice:
“Depends on the brand. Big eCommerce equals Technical SEO, service-based businesses & SaaS equals Content, small eCommerce & competitive markets equals link-building.”
By focusing on the right areas first, brands can develop a more tailored and effective SEO strategy that aligns with their specific business model and goals.
Looking Toward the Future of SEO
As the SEO market continues to develop, Krešimir remains optimistic but realistic about what the future holds.
For enterprise brands struggling with SEO challenges, Krešimir’s insights on enterprise SEO offer a roadmap to success.
By focusing on strategic adaptability, aligning SEO tactics with business goals, and building strong communities, enterprises can overcome common obstacles and unlock their SEO potential.
