Enterprise SEO


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

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Enterprise SEO

  1. 1. Enabling Success in Large Scale Search ProgramsBill Hunt <br />
  2. 2. The Challenge of Enterprise SEO<br /><ul><li>Many brands and products
  3. 3. Multiple language versions
  4. 4. Numerous SEM programs
  5. 5. Wide range of roles need to be included</li></li></ul><li>1<br />Enterprise Search Current State Audit<br />Standards and Best Practices<br />2<br />Processes, <br />Forms, Checklists<br />Business<br />Case Dev<br />Expectation <br />Setting<br />Defined Goals <br />and KPIs<br />Evangelism,<br />Education,<br />Communication<br />Implementing the SEO Program<br />3<br />Page Level <br />Audting<br /> Content <br />Audits<br />Context & <br />Taxonomy<br />Link Popularity <br />Improvements<br />Site infrastructure <br />Changes<br />Analytics and Reporting Tool Framework<br />4<br /> PLP <br />Monitoring <br />Traffic Metrics<br />Quality of<br />Visitor<br />Search Impact<br />Metrics<br />Keyword <br />Refinement<br />Steps to Effectively Deliver Search at Scale<br />
  6. 6. Managing the Process<br />4<br />
  7. 7. Enabler – Cross-Team Integration<br />Integrate Search into all marketing activities<br />Corporate Marketing<br />Corporate Advertising<br />Web Team<br />Integrate keyword profiles into all media<br />Organic Search and Content Development<br />Search Team<br />Agency Partners<br />Communications<br />Search Manager<br />Compliment internal teams with thought leadership & resources<br />Leverage new media and PR <br />Provide leadership and best practices<br />
  8. 8. Enabler - Global Center of Excellence<br />Centralized, Scaleable Search Marketing Capability that meets diverse Geo and BU needs while achieving economies of scale.<br />Centralized Processes<br />Reporting and Analysis Tools Framework<br /> Define Central and Geo/Biz Roles<br /> Remove/Streamline Non-Value Added Roles<br /> Consistent World Wide processes<br /> Keyword Optimization<br /> Global Campaign Management <br /> Effectiveness Reporting<br /> Qualitative Reporting<br />Enterprise Search Program<br />Communications & Standards<br />Campaign Execution<br /> Keyword Selection/Management<br /> Creative Development<br /> Bid Management<br /> Global Linking Strategy<br /> Localization<br /> Standardized Forms/Templates for Campaign Mgmt.<br /> Clear Communications and Expectation Setting<br /> Shared Goals and Metrics<br />Focused, targeted activities built on streamlined core processes - scaled worldwide.<br />6<br />
  9. 9. Enabler – Search Knowledgebase <br />Collect and share best practices with the wider team<br />
  10. 10. Enabler - Search Engine Style Guide<br />
  11. 11. Managing the Technology<br />9<br />
  12. 12. Enabler: Optimize Templates for Scale & Global<br />Correct use of Header tags<br />Page Title and Meta Data recommendations<br />Fully indexable navigation?<br />Can search engine’s follow all of the links?<br />Ensure all parts of the page are indexable<br />Enhancement of cross-links to distribute link equity<br />Sony.de<br />Sony.fr<br />Etc.<br />
  13. 13. Enabler – Work Around Flex and AJAX <br /><ul><li> Flex and AJAX “Faceted Browse” to get to content
  14. 14. 2 million+ SKU’s of data to be indexed
  15. 15. Individual product pages are standard HTML</li></li></ul><li>Get Deep Links from Flex Indexed<br /><ul><li> Manage database of URLs or URL Syntax to generate URL lists
  16. 16. Dynamically generate XML Site Maps and feed </li></ul><?xml version="1.0" encoding="UTF-8"?><br /><urlsetxmlns="http://www.google.com/schemas/sitemap/0.84"><br /> <url><br /> <loc>http://www.samsung.com/us/consumer/detail/detail.do?group=televisions&amp;type=televisions&amp;subtype=lcdtv&amp;model_cd=LNS4096DX/XAA</loc><br /> <changefreq>weekly</changefreq><br /> <priority>0.5</priority><br /> </url><br />
  17. 17. Managing the Links<br />13<br />
  18. 18. Enabler – Maximize Link Architecture<br />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.<br /><ul><li> Leverage enormous power of portfolio sites to build link equity
  19. 19. Leverage Partners and Distributed content to increase link equity</li></ul>Helps define the server strategy as well<br />
  20. 20. Enabler – Leverage Business Partners<br />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. <br />Opportunity<br />IBM Page<br />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.<br />
  21. 21. Managing the Priorities<br />16<br />
  22. 22. Enabler – Keyword Management System<br /><ul><li>Ensures focus on most important keywords
  23. 23. Monitor keyword level performance across business units
  24. 24. Monitor trends and opportunities </li></li></ul><li>Managing the Performance<br />18<br />
  25. 25. Enabler – Always On - Critical Phrase Optimization<br /><ul><li>Identify keywords and corresponding “preferred landing pages”
  26. 26. Establish business rules to trigger page audits and PPC activities with Neo
  27. 27. Ensures focus on most important keywords</li></li></ul><li>Enabler – Deploy BU Performance Metrics<br />Leverage Scorecards for governance to ensure consistent global performance goals are achieved. <br />Helps prioritize resource allocation<br />Effectively blend paid search and natural search for brand awareness and lead generation<br />20<br />IBM’s global search performance increased 500% when BU level performance metrics implemented<br />
  28. 28. Enabler – PR & Social Media Integration<br /><ul><li>Share Keywords and Landing Pages to ensure integration
  29. 29. Generates the right links to key pages </li></li></ul><li>Enabler – Get a Handy Reference <br />“Buy this book, read it, and then read it again.”--Chris Sherman, Search Engine Watch<br />Helps guide you through developing your program<br />How to form your team and manage for success<br />
  30. 30. Thank You.<br />eMail: bill@whunt.com<br />Twitter: billhunt<br />Blog: www.whunt.com<br />Site: www.back-azimuth.com<br />