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Enterprise SEO
 

Enterprise SEO

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Detailed review of the keyword to successful enterprise SEO and large scale web sites.

Detailed review of the keyword to successful enterprise SEO and large scale web sites.

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    Enterprise SEO Enterprise SEO Presentation Transcript

    • 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&amp;type=televisions&amp;subtype=lcdtv&amp;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