Inside Citi: Multi-Domain Multi-Device SEO at a Global Scale
Transcript of Inside Citi: Multi-Domain Multi-Device SEO at a Global Scale
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INSIDE CITI:
MULTI-DOMAIN MULTI-DEVICE SEO AT A GLOBAL SCALE
Lou Cohen SVP – Head of Search, Affiliate Marketing & Lead Generation
Professor – Digital Marketing – NYU & CUNY Baruch College
#C3NY
Executive Summary
• Citi means many things to many people, how do we send people to the right
place & provide the right information?
• Search is evolving faster than Citi can keep up with; but we think about how
Search enables our consumers & iterate frequently
• When prioritizing SEO activities, Citi is aggressive & tests a lot
• Protect the base, learn from the best, and always optimize
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What “Citi” are you looking for?
Citi.com Citibank.com Online.Citibank.com
CitiCards.com Citi.com/Credit-Cards
Global Sites (Regional)
Banamex.com Citi.com.xx Citibank.com.xx
Microsites (Hundreds)
Thankyou.Citi.com Simplicity.Citi.com
Domains (Thousands)
Finance.com CitiRewards.com CitiSucks.com
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Search
SEM
SEO
Local
Display
Branded
Scaled
Targeted
Social
Engagement
Advertising
Listening
Video
Affiliate
Mobile
Gaming
Where do we start?
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Organic SEO
Paid Search
Video Search
Mobile Search
Local Search
Image Search
News Search
Real Time Search
Content Networks
Site Search
•Results
An integrated approach helps…
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Coding Best Practices (Site Indexability)
Link Popularity
Site Structure & Page Theme
Content Optimization (Relevance & Uniqueness)
200+ parameters
influence search
engines to rank
websites for a
keyword / phrase
K
E
Y
W
O
R
D
S
Will Legal be ok with
this statement?
Will our customers find
this useful?
Does this work for our
CMS?
Do we have the right
in-bound links?
I really hope they didn’t
use Java again!!
How do we think about SEO tactics?
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What keywords should we focus on?
Generic:
• What are Citi’s consumers looking to find?
• Do we have the right content?
• What will competitors do?
• Effort vs. Benefit
Branded:
• Could someone else optimize for them?
• What happens if we don’t optimize?
• What is the right content for each branded search?
Global:
• Should we be one brand globally?
• Are we really one global brand?
• How could we optimize for our global footprint?
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Are we over thinking this? Maybe… maybe not!
• Protect the base:
• Citi.com is our primary US Consumer domain, redirecting to Online.Citibank.com
• If all content can live under 1 CMS, 1 core domain (Citi.com) or a gTLD (.Citi)…
• Consolidation is our priority, optimization tactics are the way we get there
• Learn from the best:
• Retail: “Merchandising, where the real money from the movie is made” – Spaceballs, Mel Brooks
• Travel: Leverage aggregators, but to a point… the official site is best
• Telecom: It’s not just about acquisition, lead generation counts too
• CPG: Brand us > Produce it > Engage them > Acquire
• B2B: Webinars = deep engagement
• Always optimize:
• Content
• Context
• Tags
• Code
• Giant Boulders, Mountains, etc.
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LOUIS COHEN
11
SVP – Head of Search, Affiliate Marketing & Lead Generation
Citi
@ProfCohen
Citi.com
Facebook.com/ProfCohen
Professor of Digital Marketing
NYU & CUNY Baruch College