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Presentation from SES San Francisco Aug 2010 in enterprise SEO program management.

Presentation from SES San Francisco Aug 2010 in enterprise SEO program management.

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  • Centralized Keyword Management StrategyReporting + Performance OptimizationStandards + Training + OperationsIntegration into Content & Infrastructure Workflow

Hunt enterprise-seo sessf Hunt enterprise-seo sessf Presentation Transcript

  • Enabling Success in Enterprise SEO 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
  • Adopt an Enterprise SEO Ecosystem
    An ecosystem approach to improve SEO and increase findability
  • Enable Search Program Scalability
  • Enabler - Search Engine Style Guide
    • Integrate into development QA process to monitor
    • Integrate into contracts and procurement to give teeth
  • Enabler – Talk to Stakeholders
    6
    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 complete intake checklists
    • Add URL to your eMail Signature File
  • Enabler - Centralized Keyword Management
    Provides a central resource combining all major data points for informed decision-making on Paid and Organic Search priorities
    Enhanced Output
    • Keyword Segmentation
    • Audience Segmentation
    • Missed Opportunity Matrix
    • PPC + SEO Co-Optimization
    • Organic Keyword Opportunities
    • Page Optimization Opportunities
    • Keyword Overlap & Arbitration
    • Quarterly Budget Planning
    • Always On Reporting
    Data Input
    • Keyword
    • Keyword Demand
    • PLP URL
    • Owner
    Expanded Input
    • Organic Referrals
    • Paid Clicks
    • Organic Conversions
    • Paid Conversions
    • Current Rank
  • Enabler – Keyword Management System
    • Ensures focus on most important keywords
    • Monitor keyword level performance across business units
    • Monitor trends and opportunities
  • Monitor SEO & PPC Collaboration
    Demonstrate the collaboration of PPC and SEO
    Use SEO to reduce clicks on high CPC keywords
    Fortune 100 company increased PPC efficiency 300% by monitoring SEO & PPC Performance
    10
  • 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 – 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
    12
  • 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
    13
    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
    Updated 2nd Edition
    “Buy this book, read it, and then read it again.”--Chris Sherman
    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