0
Enabling Success in Large
Scale Search Programs
Presented by:
Bill Hunt
@billhunt
The Challenge of Enterprise SEOThe Challenge of Enterprise SEO
• Many brands and products
• Multiple language versions
• N...
Adopt an Enterprise SEO Ecosystem
Enable Search Program Scalability
Managing the Process
Refocus the Search Team
Purpose
• Lower operating costs of running global search
programs
• Increased leverage of portfolio site assets
Central Se...
Enabler - Global Search Council
The Search Council is essentially a team of subject matter
experts levels who offer (among...
Enabler – Talk to Stakeholders
Talk to anyone who impacts SEO performance
Enabler – Search Knowledgebase
• Collect and share best practices with the wider team
•Send new adopters to view PPT and c...
Enabler - Global Center of ExcellenceEnabler - Global Center of Excellence
Centralized, Scaleable Search Marketing Capabil...
Enabler - Search Engine Style Guide
Managing the Technology
Enabler: Optimize Templates for Scale & Global
Sony.de Sony.fr Etc.
Page Title and Meta Data
recommendations
Fully indexab...
15
Enabler – Search Integrated Content Deployment
Global
Geo/Region
Country
Content
authoring
WW Project
Manager
Accepts,
...
IBM Software Online Catalogs are currently available in 235 countries translated in 23 languages.
Product ordering is curr...
Optimizing the Catalog
Results:
• 82% of Tier 1 phrases in all markets ranking on first page
• 8,000% increase in traffic ...
Managing the Keywords
BASIC DATA
•Keyword
•Keyword Demand
•Page/URL
•Owner
ADVANCED DATA
•Organic Referral
•Paid Clicks
•Organic Conversions
•Pa...
Enabler - Searcher Interest Modeling
20
2 3
Transform large amounts of unstructured
keyword research data into semantic ma...
Enabler – Keyword Management SystemEnabler – Keyword Management System
• Ensures focus on most important keywords
• Monito...
Managing the Links
• Leverage enormous power of
portfolio sites to build link
equity
• Leverage Partners and
Distributed content to increase
...
Bplans is IBM’s one of the small business special deal partners. IBM SMB can go to them and request a backlink for
IBM’s S...
Enabler – PR & Social Media IntegrationEnabler – PR & Social Media Integration
• Share Keywords and Landing Pages to ensur...
Managing the Priorities
Make a List of Priorities
• Demonstrate the complexity of SEO and the impact
of making changes across the organization
Enabler – Integrated Search Data
• Identify missed opportunities – paid
and organic
Enabler – Always On - Critical Phrase OptimizationEnabler – Always On - Critical Phrase Optimization
• Identify keywords a...
Managing the Performance
Measuring Success Correctly
• Diagnostic tools
measure the “geeky
stuff”
• Performance tools
measure the business
results
...
Enabler – Diagnostic Monitoring
• Google site maps are required for larger
complex programs
– Alerts problems before they ...
Showing Optimization Impact
• Demonstrate the incremental gains from
optimization
Enabler – Always On - Critical Phrase OptimizationEnabler – Always On - Critical Phrase Optimization
• Identify keywords a...
Enabler – Deploy BU Performance Metrics
• Leverage Scorecards for governance to ensure
consistent global performance goals...
Monitor SEO & PPC Collaboration
• Demonstrate the collaboration of PPC and SEO
• Use SEO to reduce clicks on high CPC keyw...
Showing Value of SEO
• Demonstrate the ROI of SEO & Revenue Generation
• Highlight any incremental success from SEO
37
25%...
Enabler – Simplified Activity Reporting
• 5 things we did this reporting period
• 5 outcomes that moved the needle
• 5 thi...
Thank You.
eMail: bill@whunt.com
Twitter: @billhunt
Blog: www.whunt.com
Site: www.back-azimuth.com
Managing Global
40
Enabler – Global Search Hub
Country Search
leader
Content
Editor(s)
Search marketing
resource
Translation and
localization...
Enabler - Google Geographical Targets
Enabler - Blended L10N Optimization Process
Scope
Primary
Tasks
Keyword
Optimization
Identify, analyze and
refine optimal ...
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Enabling Enterprise SEO

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  • Centralized Keyword Management Strategy
    Reporting + Performance Optimization
    Standards + Training + Operations
    Integration into Content & Infrastructure Workflow
  • Transcript of "Enabling Enterprise SEO "

    1. 1. Enabling Success in Large Scale Search Programs Presented by: Bill Hunt @billhunt
    2. 2. The Challenge of Enterprise SEOThe Challenge of Enterprise SEO • Many brands and products • Multiple language versions • Numerous SEM programs • Wide range of roles need to be included
    3. 3. Adopt an Enterprise SEO Ecosystem
    4. 4. Enable Search Program Scalability
    5. 5. Managing the Process
    6. 6. Refocus the Search Team
    7. 7. Purpose • Lower operating costs of running global search programs • Increased leverage of portfolio site assets Central Search Team Responsibilities • Deploy best practices, standard metrics, and tools • Consistent process, reporting, and optimization methods • Coordinate with PR, other agencies, web dev, analytics • Evangelize and educate business units and geographies • Standardized in-sourcing / outsourcing delivery Enabler - Coordinated Management Implemented At
    8. 8. Enabler - Global Search Council The Search Council is essentially a team of subject matter experts levels who offer (among other things): • Strategic Oversight & Collaboration • Best Practices Documentation and Maintenance • Resolve best practice integration issues • Keyword-Preferred Landing Page (PLP) Mapping • Page-Level & Template Coding Recommendations • Paid and Organic Analysis (for program optimization)
    9. 9. Enabler – Talk to Stakeholders Talk to anyone who impacts SEO performance
    10. 10. Enabler – Search Knowledgebase • Collect and share best practices with the wider team •Send new adopters to view PPT and complete intake checklists •Add URL to your eMail Signature File
    11. 11. Enabler - Global Center of ExcellenceEnabler - Global Center of Excellence Centralized, Scaleable Search Marketing Capability that meetsCentralized, Scaleable Search Marketing Capability that meets diverse Geo and BU needs while achieving economies of scale.diverse Geo and BU needs while achieving economies of scale. Define Central and Geo/Biz Roles Remove/Streamline Non-Value Added Roles Consistent World Wide processes Centralized ProcessesCentralized Processes Standardized Forms/Templates for Campaign Mgmt. Clear Communications and Expectation Setting Shared Goals and Metrics Keyword Selection/Management Creative Development Bid Management Global Linking Strategy Localization Keyword Optimization Global Campaign Management Effectiveness Reporting Qualitative Reporting Reporting and Analysis ToolsReporting and Analysis Tools FrameworkFramework Enterprise Search Program Focused, targeted activities built on streamlined core processes - scaledFocused, targeted activities built on streamlined core processes - scaled worldwide.worldwide. Campaign ExecutionCampaign Execution Communications &Communications & StandardsStandards
    12. 12. Enabler - Search Engine Style Guide
    13. 13. Managing the Technology
    14. 14. Enabler: Optimize Templates for Scale & Global Sony.de Sony.fr Etc. Page Title and Meta Data recommendations Fully indexable navigation? Ensure all parts of the page are indexable Correct use of Header tags Can search engine’s follow all of the links? Enhancement of cross-links to distribute link equity
    15. 15. 15 Enabler – Search Integrated Content Deployment Global Geo/Region Country Content authoring WW Project Manager Accepts, coordinates requests Web Production & Development Quality Assurance Local Validation Validates & approves translation Publish content EMEA Web Localization Translation Americas Web Localization Translation AP Web Localization Translation Local Authors trained on writing for SEO Global & local glossary validated for demand Rank & Traffic Reports Keyword & Relevance Search Implications on Roles  Content Authors – Local content authors ensures the page content is relevant and incorporated optimal keywords Localizers – leverages the glossary and keyword research tools to validate keyword demand and optimal keyword incorporation QA Specialist - Checks pages against submitted content, standards, and template formats – ensures there are no spider traps, keyword prominence and flags any URL changes and ensures URL is in Google site map. Search Team – Monitors inclusions, ranking and traffic Search Implications on Roles  Content Authors – Local content authors ensures the page content is relevant and incorporated optimal keywords Localizers – leverages the glossary and keyword research tools to validate keyword demand and optimal keyword incorporation QA Specialist - Checks pages against submitted content, standards, and template formats – ensures there are no spider traps, keyword prominence and flags any URL changes and ensures URL is in Google site map. Search Team – Monitors inclusions, ranking and traffic
    16. 16. IBM Software Online Catalogs are currently available in 235 countries translated in 23 languages. Product ordering is currently available in 33 countries around the world Goals: •Be the “go to source” on the web for all IBM software •Rank well without significant local interaction and optimization •Drive incremental traffic and conversions from brand and generic terms Global SEO for IBM Software Online Catalog Countries who can order Countries with catalogs only Countries not enabled Languages 1. Brazilian Portuguese 2. Chinese Simplified 3. Croatian 4. Czech 5. Dutch 6. English 7. Finnish 8. French 9. French Canadian 10. German 11. Hungarian 12. Italian 13. Korean 14. Norwegian 15. Polish 16. Russian 17. Slovakian 18. Spanish 19. Swedish 20. Turkish 21. Japanese 22. Traditional Chinese 23. Danish
    17. 17. Optimizing the Catalog Results: • 82% of Tier 1 phrases in all markets ranking on first page • 8,000% increase in traffic in first 30 days • Exponential increase in sales immediately after indexing • Opened the catalogs to spiders by removing robots blocks and language/location detection scripts • Altered templates to insert geo-specific keywords into titles, headings, and spiderable text • Simplified URL structures (of 8 CMS systems) • Created country-specific XML site maps to push inclusion
    18. 18. Managing the Keywords
    19. 19. BASIC DATA •Keyword •Keyword Demand •Page/URL •Owner ADVANCED DATA •Organic Referral •Paid Clicks •Organic Conversions •Paid Conversions BASIC OUTPUT •Duplication Identification •Primary v Secondary •Pages with multiple primary keywords ADVANCED OUTPUT •PPC + SEO Co-Optimization •Organic Keyword Opportunities •Page Optimization Opportunities •Keyword Overlap & Arbitration BASIC OUTPUT •Duplication Identification •Primary v Secondary •Pages with multiple primary keywords ADVANCED OUTPUT •PPC + SEO Co-Optimization •Organic Keyword Opportunities •Page Optimization Opportunities •Keyword Overlap & Arbitration Provides a central resource combining all major data points for informed decision-making on Paid and Organic Search priorities Centralized Keyword Management
    20. 20. Enabler - Searcher Interest Modeling 20 2 3 Transform large amounts of unstructured keyword research data into semantic maps of customer interest 1 Prioritized keywords aligned to business goals and customer interest Informed messaging strategies and creative content Optimized information architecture and website content
    21. 21. Enabler – Keyword Management SystemEnabler – Keyword Management System • Ensures focus on most important keywords • Monitor keyword level performance across business units • Monitor trends and opportunities
    22. 22. Managing the Links
    23. 23. • Leverage enormous power of portfolio sites to build link equity • Leverage Partners and Distributed content to increase link equity Link Equity is the amount of positive value your website receives from the totality of “links” or “votes” for your content from internal and external sources which is the foundation of Google’s Scoring Algorithm. Helps define the server strategy as well Enabler – Maximize Link ArchitectureEnabler – Maximize Link Architecture
    24. 24. Bplans is IBM’s one of the small business special deal partners. IBM SMB can go to them and request a backlink for IBM’s Small Business resources page. Request your business partners to add a link on the relevant page and use the keyword in the anchor text pointing to the IBM small business resources page. Opportunity IBM Page Enabler – Leverage Business PartnersEnabler – Leverage Business Partners
    25. 25. Enabler – PR & Social Media IntegrationEnabler – PR & Social Media Integration • Share Keywords and Landing Pages to ensure integration • Generates the right links to key pages
    26. 26. Managing the Priorities
    27. 27. Make a List of Priorities • Demonstrate the complexity of SEO and the impact of making changes across the organization
    28. 28. Enabler – Integrated Search Data • Identify missed opportunities – paid and organic
    29. 29. Enabler – Always On - Critical Phrase OptimizationEnabler – Always On - Critical Phrase Optimization • Identify keywords and corresponding “preferred landing pages” • Establish business rules to trigger page audits and PPC activities with Neo • Ensures focus on most important keywords
    30. 30. Managing the Performance
    31. 31. Measuring Success Correctly • Diagnostic tools measure the “geeky stuff” • Performance tools measure the business results • Program Management tools measure organizational impact
    32. 32. Enabler – Diagnostic Monitoring • Google site maps are required for larger complex programs – Alerts problems before they get too bad – Ensures all content pushed into index
    33. 33. Showing Optimization Impact • Demonstrate the incremental gains from optimization
    34. 34. Enabler – Always On - Critical Phrase OptimizationEnabler – Always On - Critical Phrase Optimization • Identify keywords and corresponding “preferred landing pages” • Establish business rules to trigger page audits and PPC activities with Neo • Ensures focus on most important keywords
    35. 35. Enabler – Deploy BU Performance Metrics • Leverage Scorecards for governance to ensure consistent global performance goals are achieved. • Helps prioritize resource allocation • Effectively blend paid search and natural search for brand awareness and lead generation IBM’s global search performance increased 500% when BU level performance metrics implemented
    36. 36. Monitor SEO & PPC Collaboration • Demonstrate the collaboration of PPC and SEO • Use SEO to reduce clicks on high CPC keywords 36 Fortune 100 company increased PPC efficiency 300% by monitoring SEO &
    37. 37. Showing Value of SEO • Demonstrate the ROI of SEO & Revenue Generation • Highlight any incremental success from SEO 37 25% increase in Natural Search Traffic Increased SEO Revenue by 45%
    38. 38. Enabler – Simplified Activity Reporting • 5 things we did this reporting period • 5 outcomes that moved the needle • 5 things we will do next reporting period • Develop 3 to 5 minute video to highlight your report – Camtasia or Adobe Captivate • Share results good or bad with everyone
    39. 39. Thank You. eMail: bill@whunt.com Twitter: @billhunt Blog: www.whunt.com Site: www.back-azimuth.com
    40. 40. Managing Global 40
    41. 41. Enabler – Global Search Hub Country Search leader Content Editor(s) Search marketing resource Translation and localization Production services Consistent Processes and Tools Measurement and reporting infrastructure Training and Best Practices Country Search leader Country Search leader Country Search leader Global Search Lead
    42. 42. Enabler - Google Geographical Targets
    43. 43. Enabler - Blended L10N Optimization Process Scope Primary Tasks Keyword Optimization Identify, analyze and refine optimal keywords 1. Critical Keyword List 2. External Demand 3. On-site Search 4. Current Position 5. Content Availability & User query centric Glossary Development Localization Step Algorithm Complianc e Use SEO best practices to ensure translated content is optimal for scoring 1. Keyword Occurrence 2. Keyword Density 3. Keyword Prominence 4. Descriptive Sentence Content Translation Page Updates Ensuring the final page has all the key elements needed for ranking well. 1. Ensure complete translation 2. Ensure proper language tags 3. Ensure optimal placement of keywords Page QA SEO Step
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