1 Enterprise Search Current State Audit Standards and Best Practices 2 Processes, Forms, Checklists Business Case Dev Expectation Setting Defined Goals and KPIs Evangelism, Education, Communication Implementing the SEO Program 3 Page Level Audting Content Audits Context & Taxonomy Link Popularity Improvements Site infrastructure Changes Analytics and Reporting Tool Framework 4 PLP Monitoring Traffic Metrics Quality of Visitor Search Impact Metrics Keyword Refinement Steps to Effectively Deliver Search at Scale
Enabler – Cross-Team Integration Integrate Search into all marketing activities Corporate Marketing Corporate Advertising Web Team Integrate keyword profiles into all media Organic Search and Content Development Search Team Agency Partners Communications Search Manager Compliment internal teams with thought leadership & resources Leverage new media and PR Provide leadership and best practices
Enabler - Global Center of Excellence Centralized, Scaleable Search Marketing Capability that meets diverse Geo and BU needs while achieving economies of scale. Centralized Processes Reporting and Analysis Tools Framework Define Central and Geo/Biz Roles Remove/Streamline Non-Value Added Roles Consistent World Wide processes Keyword Optimization Global Campaign Management Effectiveness Reporting Qualitative Reporting Enterprise Search Program Communications & Standards Campaign Execution Keyword Selection/Management Creative Development Bid Management Global Linking Strategy Localization Standardized Forms/Templates for Campaign Mgmt. Clear Communications and Expectation Setting Shared Goals and Metrics Focused, targeted activities built on streamlined core processes - scaled worldwide. 6
Enabler – Search Knowledgebase Collect and share best practices with the wider team
Enabler: Optimize Templates for Scale & Global Correct use of Header tags Page Title and Meta Data recommendations Fully indexable navigation? Can search engine’s follow all of the links? Ensure all parts of the page are indexable Enhancement of cross-links to distribute link equity Sony.de Sony.fr Etc.
Enabler – Maximize Link Architecture 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.
Leverage enormous power of portfolio sites to build link equity
Leverage Partners and Distributed content to increase link equity
Helps define the server strategy as well
Enabler – Leverage Business Partners Bplansis 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. Opportunity IBM 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.
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 20 IBM’s global search performance increased 500% when BU level performance metrics implemented
Enabler – Get a Handy Reference “Buy this book, read it, and then read it again.”--Chris Sherman, Search Engine Watch Helps guide you through developing your program How to form your team and manage for success