Managing a Global SEO Program

Managing a Global SEO Program Presented by Bill Hunt

Key Elements of SEO – any language
Ensuring your site is search friendly which allows spiders to visit and index the content on the site
Ensuring your pages include the keyword phrases actually used by searchers
Ensuring the pages of your website are as compliant as possible with the search engine scoring algorithms
Ensuring compelling and action oriented descriptions that encourage visits
Ensure a well defined and user friendly conversion path

Key steps to a global program
Get Executive sponsor
Demonstrate the business opportunity for search
Form a team and start evangelizing and training
Work to reduce crawling barriers to allow spiders into the site
Ensure translators and localizers understand search fundamentals
Research and deploy the optimal keyword strategy
Integrate search attributes into the development and localization workflow process

Leverage Force Multipliers
Start at the “bottom”
Fix the crawl problems and get your pages indexed
Majority of the site is optimized when templates are optimized.
Your links will get you to the top of the rankings
Your brand name draws clicks
International pages optimized by default

Search in the Web Production Cycle The model
Search Implications on Roles
Brand – the brand representative ensures the page content is relevant and incorporated optimal keywords
Web Developer - creates and modifies code – ensures there are no spider traps and prominence is established with CSS and HTML
Copy Editor - Reviews and validates content – ensures primary keyword phrase is incorporated
QA Specialist - Checks pages against submitted content and standards, and validates all links in the page – ensures there are no spider traps, keyword prominence and flags any URL changes and ensures URL is in Google site map.
Search Impact Client Submits request Web Producer Reviews and adds instructions Quality Assurance Specialist Checks standards, links and content Web Producer Performs final review Brand Reviews and approves Request completion Launches to live servers Web Developer Develops code Graphic Designer Develops imagery Copy editor Edits / validates content

WW Search Engine Marketing Leadership Council A management system enabling Search Marketing Managers to drive best practice sharing and to interlock with the Interactive Marketing Teams/Corporate Webmasters and Brand Marketing Mangers Search Effectiveness Team Lead SEO Methodology & Content Management Marketing Web Dev Brand Brand Brand GEO GEO GEO 1. SEM campaign development 2. SEM best practices & knowledge sharing 3. SEO Methodology & Best Practices Corp Comm Paid Search Program Management GEO

Develop a Center of Excellence
The Center of Excellence (COE) is a solution designed to facilitate standard compliance, tracking to corporate KPIs, brand equity protection and scale within the global enterprise
The COE solution is a blend of people, tools, activities, information and services that are centrally managed and propagated throughout the organization as needed

Centralized Knowledge and Best Practices
Licensed Knowledge
Up-to-Date Information
Best Practices
Points of View
Frequently Asked Questions
Standards
Resources
Information on How to Engage the COE

Set Geo Targets in Webmaster Tools
Review & set geographic
targets in Google to
separate the various
country sites
Manage Centrally

Measure Performance with Scorecards Monitor pages ranking for specific keywords Creates a monthly “to do” list of pages to be audited for optimization Workflow management focusing on highest value keywords and pages first

Contact Me
Bill Hunt
Tel: 860.604.8063
Twitter: billhunt
Email: [email_address]
Blog: www.whunt.com

Managing a Global SEO Program

by Bill Hunt on Jul 12, 2010

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Managing a Global SEO Program — Presentation Transcript