Enterprise Level SEO - Asif Hassan

ENTERPRISE LEVEL SEOAPRIL 19, 2011

ASIF HASSAN – SEO MANAGER, MSN EMEA

Enterprise Level SEO

MSN EMEA

• 350 Channels across 22 markets • Multiple languages & topics• Millions of Pages• Content published every hour

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• Technical Implementation• Team Structure• Time Management • Communication • Challenges • Success Factors• Lessons Learned

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Technical Implementation

• SEO compliant platform• SEO features and scenarios • Prioritize tasks in a phased approach• Run A/B test for few weeks• Roll-out

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Team Structure

• EMEA SEO lead• Market SEO Champs • SEO Champs from different disciplines • Work closely with local teams • Communicate with local content partners

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25%

25%20%

20%

10%

Time Management

Conference Calls

Site Reviews

Email Correspondence

Training Sessions

Reporting KPIs


Communication

• Influence Stakeholders • Lead the conversation; define action items• Quick email turn-around • Email one person; copy relevant people• Monthly regional live meeting • Global SEO Newsletter across Microsoft• Take Notes• Follow-up

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Challenges

• ROI justification• Technical Implementations

o longer cycleo complex cross organizational teams

• Many Stakeholders, external partners • Performance measurements – periodic tracking updates• Complex content supply chains – multiple regional and local

partners • Broken Link management for expired content

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Success Factors

• Prioritize tasks• Education & on-going engagement • Invest time in keyword research to target the right audience • Collect and share best practices across teams and markets • Share top performing topics across markets • SEO guidelines for partners & content providers• Internal Tools

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Lessons learned

• SEO is everybody’s job • Passionate local teams• Measure Success• Engagement & Delegation• Central Management – keep the SEO standards in

check

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Questions

Enterprise Level SEO - Asif Hassan

Technology

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