Managing a Global SEO Program


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Tips on managing a global SEO program.

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Managing a Global SEO Program

  1. 1. Managing a Global SEO Program Presented by Bill Hunt
  2. 2. Key Elements of SEO – any language <ul><ul><li>Ensuring your site is search friendly which allows spiders to visit and index the content on the site </li></ul></ul><ul><ul><li>Ensuring your pages include the keyword phrases actually used by searchers </li></ul></ul><ul><ul><li>Ensuring the pages of your website are as compliant as possible with the search engine scoring algorithms </li></ul></ul><ul><ul><li>Ensuring compelling and action oriented descriptions that encourage visits </li></ul></ul><ul><ul><li>Ensure a well defined and user friendly conversion path </li></ul></ul>
  3. 3. Key steps to a global program <ul><li>Get Executive sponsor </li></ul><ul><li>Demonstrate the business opportunity for search </li></ul><ul><li>Form a team and start evangelizing and training </li></ul><ul><li>Work to reduce crawling barriers to allow spiders into the site </li></ul><ul><li>Ensure translators and localizers understand search fundamentals </li></ul><ul><li>Research and deploy the optimal keyword strategy </li></ul><ul><li>Integrate search attributes into the development and localization workflow process </li></ul>
  4. 4. Leverage Force Multipliers <ul><li>Start at the “bottom” </li></ul><ul><li>Fix the crawl problems and get your pages indexed </li></ul><ul><li>Majority of the site is optimized when templates are optimized. </li></ul><ul><li>Your links will get you to the top of the rankings </li></ul><ul><li>Your brand name draws clicks </li></ul><ul><li>International pages optimized by default </li></ul>
  5. 5. Search in the Web Production Cycle The model <ul><li>Search Implications on Roles </li></ul><ul><li>Brand – the brand representative ensures the page content is relevant and incorporated optimal keywords </li></ul><ul><li>Web Developer - creates and modifies code – ensures there are no spider traps and prominence is established with CSS and HTML </li></ul><ul><li>Copy Editor - Reviews and validates content – ensures primary keyword phrase is incorporated </li></ul><ul><li>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. </li></ul>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
  6. 6. 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
  7. 7. Develop a Center of Excellence <ul><li>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 </li></ul><ul><li>The COE solution is a blend of people, tools, activities, information and services that are centrally managed and propagated throughout the organization as needed </li></ul>
  8. 8. Centralized Knowledge and Best Practices <ul><li>Licensed Knowledge </li></ul><ul><li>Up-to-Date Information </li></ul><ul><li>Best Practices </li></ul><ul><li>Points of View </li></ul><ul><li>Frequently Asked Questions </li></ul><ul><li>Standards </li></ul><ul><li>Resources </li></ul><ul><li>Information on How to Engage the COE </li></ul>
  9. 9. Set Geo Targets in Webmaster Tools <ul><li>Review & set geographic </li></ul><ul><li>targets in Google to </li></ul><ul><li>separate the various </li></ul><ul><li>country sites </li></ul><ul><li>Manage Centrally </li></ul>
  10. 10. 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
  11. 11. Contact Me <ul><li>Bill Hunt </li></ul><ul><li>Tel: 860.604.8063 </li></ul><ul><li>Twitter: billhunt </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Blog: </li></ul>