Post on 19-May-2015
description
Enabling Success in Large Scale Search
ProgramsPresented by:
Bill Hunt
@billhunt
The Challenge of Enterprise SEOThe 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
Enable Search Program Scalability
Managing the Process
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Refocus the Search Team
Purpose
• Lower operating costs of running global search programs
• Increased leverage of portfolio site assets
Central Search Team Responsibilities
• Deploy best practices, standard metrics, and tools
• Consistent process, reporting, and optimization methods
• Coordinate with PR, other agencies, web dev, analytics
• Evangelize and educate business units and geographies
• Standardized in-sourcing / outsourcing delivery
Enabler - Coordinated Management
Implemented At
Enabler - Global Search Council
The Search Council is essentially a team of subject matter experts levels who offer (among other things):
• Strategic Oversight & Collaboration • Best Practices Documentation and Maintenance• Resolve best practice integration issues• Keyword-Preferred Landing Page (PLP) Mapping• Page-Level & Template Coding
Recommendations• Paid and Organic Analysis (for program
optimization)
Enabler – Talk to Stakeholders
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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
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Enabler - Global Center of Enabler - Global Center of ExcellenceExcellence
Centralized, Scaleable Search Marketing Capability that meets Centralized, Scaleable Search Marketing Capability that meets diverse Geo and BU needs while achieving economies of scale.diverse Geo and BU needs while achieving economies of scale.
Define Central and Geo/Biz Roles Remove/Streamline Non-Value Added Roles Consistent World Wide processes
Centralized ProcessesCentralized Processes
Standardized Forms/Templates for Campaign Mgmt. Clear Communications and Expectation Setting Shared Goals and Metrics
Keyword Selection/Management Creative Development Bid Management Global Linking Strategy Localization
Keyword Optimization Global Campaign Management Effectiveness Reporting Qualitative Reporting
Reporting and Analysis Tools Reporting and Analysis Tools FrameworkFramework
Enterprise Search Program
Focused, targeted activities built on streamlined core processes - scaled Focused, targeted activities built on streamlined core processes - scaled worldwide.worldwide.
Campaign ExecutionCampaign Execution Communications & Communications & StandardsStandards
Enabler - Search Engine Style Guide
Managing the Technology
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Enabler: Optimize Templates for Scale & Global
Sony.de Sony.fr Etc.
Page Title and Meta Data recommendations
Fully indexable navigation?
Ensure all parts of the page are indexable
Correct use of Header tags
Can search engine’s follow all of the links?
Enhancement of cross-links to distribute link equity
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Enabler – Search Integrated Content Deployment
GlobalGeo/RegionCountryContent authoring
WW Project ManagerAccepts, coordinates requests
Web Production & DevelopmentQuality Assurance
Local ValidationValidates & approves translation
Publish content
EMEA Web Localization Translation
Americas WebLocalization Translation
AP Web Localization Translation
Local Authors trained on writing for SEO
Global & local glossary validated for demand
Rank & Traffic Reports
Keyword & Relevance
Search Implications on Roles Content Authors – Local content authors ensures the page content is relevant and incorporated optimal keywords Localizers – leverages the glossary and keyword research tools to validate keyword demand and optimal keyword incorporation QA Specialist - Checks pages against submitted content, standards, and template formats – ensures there are no spider traps, keyword prominence and flags any URL changes and ensures URL is in Google site map. Search Team – Monitors inclusions, ranking and traffic
Search Implications on Roles Content Authors – Local content authors ensures the page content is relevant and incorporated optimal keywords Localizers – leverages the glossary and keyword research tools to validate keyword demand and optimal keyword incorporation QA Specialist - Checks pages against submitted content, standards, and template formats – ensures there are no spider traps, keyword prominence and flags any URL changes and ensures URL is in Google site map. Search Team – Monitors inclusions, ranking and traffic
IBM Software Online Catalogs are currently available in 235 countries translated in 23 languages. Product ordering is currently available in 33 countries around the world
Goals: •Be the “go to source” on the web for all IBM software•Rank well without significant local interaction and optimization•Drive incremental traffic and conversions from brand and generic terms
Global SEO for IBM Software Online Catalog
Countries who can order Countries with catalogs only Countries not enabled
Languages
1. Brazilian Portuguese
2. Chinese Simplified
3. Croatian
4. Czech
5. Dutch
6. English
7. Finnish
8. French
9. French Canadian
10. German
11. Hungarian
12. Italian
13. Korean
14. Norwegian
15. Polish
16. Russian
17. Slovakian
18. Spanish
19. Swedish
20. Turkish
21. Japanese
22. Traditional Chinese
23. Danish
Optimizing the Catalog
Results:• 82% of Tier 1 phrases in all markets ranking on first page• 8,000% increase in traffic in first 30 days • Exponential increase in sales immediately after indexing
• Opened the catalogs to spiders by removing robots blocks and language/location detection scripts
• Altered templates to insert geo-specific keywords into titles, headings, and spiderable text
• Simplified URL structures (of 8 CMS systems)
• Created country-specific XML site maps to push inclusion
Managing the Keywords
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BASIC DATA•Keyword•Keyword Demand•Page/URL•Owner
ADVANCED DATA•Organic Referral•Paid Clicks•Organic Conversions•Paid Conversions
BASIC OUTPUT•Duplication Identification•Primary v Secondary •Pages with multiple primary keywords
ADVANCED OUTPUT•PPC + SEO Co-Optimization•Organic Keyword Opportunities•Page Optimization Opportunities•Keyword Overlap & Arbitration
BASIC OUTPUT•Duplication Identification•Primary v Secondary •Pages with multiple primary keywords
ADVANCED OUTPUT•PPC + SEO Co-Optimization•Organic Keyword Opportunities•Page Optimization Opportunities•Keyword Overlap & Arbitration
Provides a central resource combining all major data points for informed decision-making on Paid and Organic Search priorities
Centralized Keyword Management
Enabler - Searcher Interest Modeling
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2 3
Transform large amounts of unstructured keyword research data into semantic maps of customer interest
1 Prioritized keywords aligned to business goals and customer interest
Informed messaging strategies and creative content
Optimized information architecture and website content
Enabler – Keyword Management Enabler – Keyword Management SystemSystem
• Ensures focus on most important keywords• Monitor keyword level performance across business units• Monitor trends and opportunities
Managing the Links
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• Leverage enormous power of portfolio sites to build link equity
• Leverage Partners and Distributed content to increase link equity
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.
Helps define the server strategy as well
Enabler – Maximize Link Enabler – Maximize Link ArchitectureArchitecture
Bplans is 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.
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.
Opportunity IBM Page
Enabler – Leverage Business Enabler – Leverage Business PartnersPartners
Enabler – PR & Social Media IntegrationEnabler – PR & Social Media Integration
• Share Keywords and Landing Pages to ensure integration• Generates the right links to key pages
Managing the Priorities
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Make a List of Priorities
• Demonstrate the complexity of SEO and the impact of making changes across the organization
Enabler – Integrated Search Data
• Identify missed opportunities – paid and organic
Enabler – Always On - Critical Phrase OptimizationEnabler – 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
Managing the Performance
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Measuring Success Correctly
• Diagnostic tools measure the “geeky stuff”
• Performance tools measure the business results
• Program Management tools measure organizational impact
Enabler – Diagnostic Monitoring
• Google site maps are required for larger complex programs – Alerts problems before they get too bad– Ensures all content pushed into index
Showing Optimization Impact
• Demonstrate the incremental gains from optimization
Enabler – Always On - Critical Phrase Enabler – Always On - Critical Phrase OptimizationOptimization
• 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 – 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
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IBM’s global search performance increased 500% when BU level performance metrics
implemented
Monitor SEO & PPC Collaboration
• Demonstrate the collaboration of PPC and SEO
• Use SEO to reduce clicks on high CPC keywords
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Fortune 100 company increased PPC efficiency 300% by monitoring SEO &
PPC Performance
Showing Value of SEO
• Demonstrate the ROI of SEO & Revenue Generation
• Highlight any incremental success from SEO
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25% increase in Natural Search Traffic Increased SEO Revenue by 45%
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
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Thank You.
eMail: bill@whunt.comTwitter: @billhunt
Blog: www.whunt.comSite: www.back-azimuth.com
Managing Global
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Enabler – Global Search Hub
Country Search leader
Content Editor(s)
Search marketing resource
Translation and localization
Production services
Consistent Processes and Tools
Measurement and reporting infrastructure
Training and Best Practices
Country Search leader
Country Search leader
Country Search leader
Global Search Lead
Enabler - Google Geographical Targets
Enabler - Blended L10N Optimization Process
Scope
Primary Tasks
Keyword Optimization
Identify, analyze and refine optimal keywords
1. Critical Keyword List2. External Demand 3. On-site Search4. Current Position5. Content Availability &
User query centric
Glossary Development
Localization Step
Algorithm Complianc
e
Use SEO best practices to ensure translated content is optimal for scoring
1. Keyword Occurrence2. Keyword Density3. Keyword
Prominence4. Descriptive Sentence
Content Translation
Page Updates
Ensuring the final page has all the key elements needed for ranking well.
1. Ensure complete translation
2. Ensure proper language tags
3. Ensure optimal placement of keywords
Page QA
SEO Step