Post on 19-May-2015
description
Operationalizing Global Search Marketing
Global Search Center of Excellence
Bill Hunt
Operational Challenges of Global Search
• Uniform and Accepted Search Strategy
• Proving value to management and local Business Units
• Managing Search In-House or Agency Models
• Integrating SEM & SEO
• Maximizing localized content opportunities
• Integrating Search and Social Media
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Global COE Process
• Step 1 - Understanding of Current Search Operations– Conduct interviews with key team members to understanding the current search
program’s organization, methodologies, and performance in each location and BU
• Step 2 - Devise Overall Strategy for Search– Based on business goals and best practices develop a comprehensive global and
local Search best practices protocol strategy which will be the guide for the program of the future. • Detailed & actionable process guide for global and local organizations
• Step 3 - Identify Gaps & Refine Current Operations– Develop a gap analysis between the current state and the Detailed Strategy
• Best Practices Integration Plan• Team knowledge enhancement & staff changes• Process Improvement Consulting
3
Survey Local Markets
4
Survey Local Markets
5
Global Search Ecosystem
An ecosystem approach to build a world-class infrastructure
• Knowledge platform• Thought leadership• Uniform KPI’s• Ridged Training Program
• Content Prioritization• Searcher Intent Modeling• Keyword Page Mapping
• Keyword Centralization• PPC/SEO Co-Optimization• Keyword Level Performance• Always On Monitoring
• Integration with IT & Content• Crawlable Infrastructure• Relevance built into templates• SEO into localization process
Infrastructure
Integration
Keyword Management & Reporting
Centre of Excellence
Content &
Social Media
Managing the Process
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Education Infrastructure Enhancement
Force Multipliers
Which are most effective techniques, tools and resources?
Uniform KPI’s
How do we compliment other teams for enhanced outcomes?
Where can we intersect with current activities and technologies?
What do we measure and why?
T3
Rapid repairs
T1
Fast & easy claims
T2
Personalized coverage tool & same
day assistance
E2
Makes me feel valued & there with me every step of
the way
E1
Treats me as an individual
Emotional
F3
Fair prices & easy / upfront information
F1
Personalized service, just right
for me
F2
Clear info, fair claims, sound
advice
Functional
P2
Understanding, proactive, empathetic
P1
Dynamic, fast, dependable,
efficient
R1
Known for effective & caring
intermediaries
R2
Known for good claims service & customer service
Persona / Reputation Touchpoint
Functional Benefits & Touchpoints
Reputation & Persona
Emotional Benefits
Desired Outcome
T2Fast claims process
P1Dependable & Efficient
.868
Insurance Company I Would Proactively Recommend
T1Has an easy to use
website
.333
F3
Responds quickly to my changing needs
E2Makes me feel reassured
because they deliver when it really matters
.839
.160
P2
Understanding
.518
.812
43.3%
40.6%
43.5%
42.0%
40.5%
38.1%
27.8%
35.9%
25.2%
20.8%
43.3%
30.6%General
Direct
Life
Helpful and Fair
Claims
Partner who
Delivers
• Ensures that claims will be resolved to our satisfaction• Has fair prices• Known for open and transparent dealings with customers
• Has a dedicated relationship leader focused on my company's needs• Helps my business move on because they deliver when it really matters• Makes me feel like they are there with us every step of the way
• Is a global thought leader known for analytical rigor• Dedicated, proactive and dynamic
• Global view of reported and paid claims• Helps get my employees back to work quicker
• Has a deep understanding of the unique needs of our business• Uses a thorough understanding of our business to tailor its risk
management services to us
Tailored Insight
DeepUnderstanding
• Has tools that help us identify and mitigate risks specific to our business• Offers a unique tailored solution that fits the needs of our business• Provides professional guidance that keeps me on top of my business
Nice to Have But not
Discriminating
Must Havebut not
Discriminating
1 2 3 4
Best Practice – Center of Excellence
IBM, Dell, P&G, Nestle and Coach have adopted COE to manage shared services, centralize best practices which have been leveraged to scale search globally resulting in exponential performance improvements.
Focus the Global Search Role
1. SEO Algorithm & Technology Compliance
2. Portfolio & External Opportunity
Maximization
3. Business & Search Program Process
Analysis
4. Center of Excellence
Management
Global
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 Landing Page (PLP) Mapping
• Enforcement of “diagnostic metrics”
• Page-Level & Template Coding Recommendations
• Paid and Organic Analysis (for program optimization)
Management UK Germany France Italy Japan Australia China Canada US
Executive Sponsor Confirmed
Country & Brand SMM’s identified and approved
Keyword ResearchBrand/Country Keyword Research completedKeywords vetted against IBM Keyword Database.
PLP’s identified for final keyword list
Site & Page AuditsCountry Site audit completed
PLP Page Audits completed
ReportingDevelop and Deploy Country Specific Executive Search Effectiveness Reports
Key SEO Deployment Task by country
Organizing Your Program
• Incremental page audits – on demand page auditing via automation or agency resources to identify problems with pages outside the Top and Strategic Keywords Lists
• Ad Hoc site and diagnostic audits – leverage agency resources to triage site segments for SEO performance beyond the page level
• Link building and outreach – leverage external resources to identify and request relevant links from relevant third party sites
• Localized and translated research & modeling – working with translation resources to conduct local language keyword research and page mapping
• Market assessment modeling – using localized keyword data and keyword demand tools to develop opportunity models to understand missed opportunity in non-core markets
Core deliverables (COE-funded)
Incremental “Pay for Play” and engagement model for each
COE Obligations & Deliverables
SEO Consulting• Support development of COE and
GBU SEO strategies• Identify SEO tools and GBU
optimization best practices• Create models aligning search
interest and content• Review PLP relevance and actionable
keywords• Sponsor “Lunch & Learn” sessions• Audit underperforming content• Integrate SEO models into COE
workflows
Basic SEO Services• Conduct org level keyword research • Develop keyword mappings/clusters• Prepare SEO meta data and content
optimization recommendations• Publish text and XML site maps• Monitor blogs, podcasts, videos,
pdfs, pages for best practice sharing and process improvement
• Align SEO requirements with Global IT infrastructure
• Maintain preferred landing page (PLP) keyword mappings for Top and Strategic Keywords
SEO Reporting/Analysis
• Monitor performance of top and strategic keywords
• Provide reports and analysis- KPIs (rankings/ traffic/ conversions)- Compare SEO & PPC results
- Compare SEO and social media
keywords- Directional metrics
• Establish diagnostic signals• Maintain Issue Tracker
Managing the Technology
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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
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
Managing the Keywords
Typical Current State
• Keywords are not centrally managed or organized other than on Excel lists within BU’s or SEO Agency
• Monitoring 20 to 30 top keywords and 200+ long tail keywords for ranking and traffic performance
• No awareness of missed opportunity for natural search traffic and basic awareness of KPI contribution of key performance keywords
Data Input Central Keyword Database Informed Output
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
Provides a central resource combining all major data points for informed decision-making on Paid and organic search priorities
Centralized Keyword Management
Managing the Performance
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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
Planning for success : improving Share of searches to 5% in 6 key markets, results in $32 million (est.) incremental annual revenue
CURRENT SEARCH PERFORMANCE INCREASING SHARE OF SEARCH TO 5%
Country
Top 10 Keywords
Monthly searches
Current SE Traffic
% of Demand
Est. New policies
Est. New policies
Increase in # of
new policies
Avg. Policy value
per mth
Annual Revenue
upside
US Commercial 9,878,218 89,799 0.91% 227 1,235 1,008 $2,500 $30,240,000
UK Consumer 1,355,300 4,139 0.31% 10 169 159 $200 $381,600
Commercial 39,570 5 0.01% 0 10 10 $2,500 $300,000
Germany Consumer 2,616,900 2,617 0.10% 7 654 647 $200 $1,552,800
Switzerland Consumer 101,736 102 0.10% 0 25 25 $200 $60,000
Austria Consumer 261,720 262 0.10% 1 65 64 $200 $153,600
Ireland Consumer 44,060 93 0.21% 0 6 6 $200 $14,400
Commercial 38,570 15 0.04% 0 5 5 $2,500 $150,000
Total 14,336,074 97,032 0.68% 245 2,169 1,924 $32,852,400
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Create Missed Opportunity Performance Models
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Create Cost of Not Ranking Models
• 3.75% increase clicks would bring additional 111k visitors
• Potential for $220k in PPC click costs reduction if ranked better
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
Managing the Content
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Plan of Attack
Regional SEO and Shared Language Content Strategy
Phase 1 Phase 2 Phase 3
Integrate SEO Into Site Searcher Intent Modeling Content Optimization
Integrate optimization best practices into new site templates for scale
Keyword Research Model Searcher Intent
Match to ContentMatch to local content
Optimize local destination landing page
for top natural search results listing
Q3Q1 & Q2
UK DE CH IN BE IE AT PTKeyword Research Y Y Y Y Y Y Y N
Content Availability 360 360 150 300 8 40 160 0
Business Goals Alignment 300 340 50 250 8 10 160 0
Content Sharing N N N N N N N NTeam Resources Y Y N Y N N Y NLocalization Tools Integrated Y Y Y Y N N Y N
SEO & Localization Integrated Y N N Y N N Y N
Glossary Word Validation N N N N N N N N
Government Restrictions Y Y Y Y N N Y N
Active Campaigns Y Y Y Y Y Y Y N
Analytics Integration Y Y Y Y Y Y Y N
Program Cooperative Y Y N N N N N N
Content Collaboration Matrix
Align Language Related Content
• Identified top keywords in each market
• Aligned common words and content to gather scale
• Saved over $25k USD in translation costs [Content & Ad Creative]
Final Thoughts
• Embrace and adopt search widely in the organization
• Create a senior role for search and manage on a global and portfolio level
• Leverage the gold mine of data in your keywords for opportunities and content prioritization – share between countries and business units
• Build the in-house team to act as general contractors as the content workflow team integrate best practices into their processes
• Ink value and scale from your CMS tools and localization workflow
• Leverage the growth and adoption of social media to make sure all that content is optimized for engines and the widest distribution within the ecosystem
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Thank You.
eMail: bill@whunt.com
Twitter: billhunt
Blog: www.whunt.com
Site: www.back-azimuth.com