Enterprise SEO

Enabling Success in Large Scale Search ProgramsBill Hunt

The Challenge of Enterprise SEO
Many brands and products
Multiple language versions
Numerous SEM programs
Wide range of roles need to be included

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

Managing the Process
4

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 - Search Engine Style Guide

Managing the Technology
9

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 – Work Around Flex and AJAX
Flex and AJAX “Faceted Browse” to get to content
2 million+ SKU’s of data to be indexed
Individual product pages are standard HTML

Get Deep Links from Flex Indexed
Manage database of URLs or URL Syntax to generate URL lists
Dynamically generate XML Site Maps and feed
<?xml version="1.0" encoding="UTF-8"?>
<urlsetxmlns="http://www.google.com/schemas/sitemap/0.84">
<url>
<loc>http://www.samsung.com/us/consumer/detail/detail.do?group=televisions&type=televisions&subtype=lcdtv&model_cd=LNS4096DX/XAA</loc>
<changefreq>weekly</changefreq>
<priority>0.5</priority>
</url>

Managing the Links
13

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.

Managing the Priorities
16

Enabler – Keyword Management System
Ensures focus on most important keywords
Monitor keyword level performance across business units
Monitor trends and opportunities

Managing the Performance
18

Enabler – 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

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 – PR & Social Media Integration
Share Keywords and Landing Pages to ensure integration
Generates the right links to key pages

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

Thank You.
eMail: bill@whunt.com
Twitter: billhunt
Blog: www.whunt.com
Site: www.back-azimuth.com

Enterprise SEO

by Bill Hunt on Apr 18, 2010

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