Enterprise SEO
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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 Presentation Transcript

  • 1. Enabling Success in Large Scale Search ProgramsBill Hunt
  • 2. The Challenge of Enterprise SEO
    • Many brands and products
    • 3. Multiple language versions
    • 4. Numerous SEM programs
    • 5. 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
  • 6. Managing the Process
    4
  • 7. 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
  • 8. 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
  • 9. Enabler – Search Knowledgebase
    Collect and share best practices with the wider team
  • 10. Enabler - Search Engine Style Guide
  • 11. Managing the Technology
    9
  • 12. 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.
  • 13. Enabler – Work Around Flex and AJAX
    • Flex and AJAX “Faceted Browse” to get to content
    • 14. 2 million+ SKU’s of data to be indexed
    • 15. Individual product pages are standard HTML
  • Get Deep Links from Flex Indexed
    • Manage database of URLs or URL Syntax to generate URL lists
    • 16. 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>
  • 17. Managing the Links
    13
  • 18. 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
    • 19. Leverage Partners and Distributed content to increase link equity
    Helps define the server strategy as well
  • 20. 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.
  • 21. Managing the Priorities
    16
  • 22. Enabler – Keyword Management System
    • Ensures focus on most important keywords
    • 23. Monitor keyword level performance across business units
    • 24. Monitor trends and opportunities
  • Managing the Performance
    18
  • 25. Enabler – Always On - Critical Phrase Optimization
    • Identify keywords and corresponding “preferred landing pages”
    • 26. Establish business rules to trigger page audits and PPC activities with Neo
    • 27. 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
  • 28. Enabler – PR & Social Media Integration
    • Share Keywords and Landing Pages to ensure integration
    • 29. 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
  • 30. Thank You.
    eMail: bill@whunt.com
    Twitter: billhunt
    Blog: www.whunt.com
    Site: www.back-azimuth.com