Hunt enterprise-seo sessf


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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

    1. 1. Enabling Success in Enterprise SEO 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>Adopt an Enterprise SEO Ecosystem<br />An ecosystem approach to improve SEO and increase findability<br />
    6. 6. Enable Search Program Scalability<br />
    7. 7. Enabler - Search Engine Style Guide<br /><ul><li>Integrate into development QA process to monitor
    8. 8. Integrate into contracts and procurement to give teeth </li></li></ul><li>Enabler – Talk to Stakeholders<br />6<br />Talk to anyone who impacts SEO performance <br />
    9. 9. Enabler – Search Knowledgebase <br />Collect and share best practices with the wider team<br /><ul><li>Send new adopters to view PPT and complete intake checklists
    10. 10. Add URL to your eMail Signature File </li></li></ul><li>Enabler - Centralized Keyword Management<br />Provides a central resource combining all major data points for informed decision-making on Paid and Organic Search priorities<br />Enhanced Output<br /><ul><li>Keyword Segmentation
    11. 11. Audience Segmentation
    12. 12. Missed Opportunity Matrix
    13. 13. PPC + SEO Co-Optimization
    14. 14. Organic Keyword Opportunities
    15. 15. Page Optimization Opportunities
    16. 16. Keyword Overlap & Arbitration
    17. 17. Quarterly Budget Planning
    18. 18. Always On Reporting</li></ul>Data Input<br /><ul><li>Keyword
    19. 19. Keyword Demand
    20. 20. PLP URL
    21. 21. Owner</li></ul>Expanded Input<br /><ul><li>Organic Referrals
    22. 22. Paid Clicks
    23. 23. Organic Conversions
    24. 24. Paid Conversions
    25. 25. Current Rank</li></li></ul><li>Enabler – Keyword Management System<br /><ul><li>Ensures focus on most important keywords
    26. 26. Monitor keyword level performance across business units
    27. 27. Monitor trends and opportunities </li></li></ul><li>Monitor SEO & PPC Collaboration<br />Demonstrate the collaboration of PPC and SEO<br />Use SEO to reduce clicks on high CPC keywords<br />Fortune 100 company increased PPC efficiency 300% by monitoring SEO & PPC Performance<br />10<br />
    28. 28. Enabler – Always On - Critical Phrase Optimization<br /><ul><li>Identify keywords and corresponding “preferred landing pages”
    29. 29. Establish business rules to trigger page audits and PPC activities with Neo
    30. 30. Ensures focus on most important keywords</li></li></ul><li>Enabler – Simplified Activity Reporting <br />5 things we did this reporting period<br />5 outcomes that moved the needle <br />5 things we will do next reporting period<br />Develop 3 to 5 minute video to highlight your report<br />Camtasia or Adobe Captivate<br />Share results good or bad with everyone<br />12<br />
    31. 31. 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 />13<br />IBM’s global search performance increased 500% when BU level performance metrics implemented<br />
    32. 32. Enabler – PR & Social Media Integration<br /><ul><li>Share Keywords and Landing Pages to ensure integration
    33. 33. Generates the right links to key pages </li></li></ul><li>Enabler – Get a Handy Reference <br />Updated 2nd Edition<br />“Buy this book, read it, and then read it again.”--Chris Sherman<br />Helps guide you through developing your program<br />How to form your team and manage for success<br />
    34. 34. Thank You.<br />eMail:<br />Twitter: billhunt<br />Blog:<br />Site:<br />