Inside Citi: Multi-Domain Multi-Device SEO at a Global Scale

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#C3NY 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

Transcript of Inside Citi: Multi-Domain Multi-Device SEO at a Global Scale

#C3NY

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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And it’s also…

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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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[email protected]

@ProfCohen

Facebook.com/ProfCohen

#C3NY

LOUIS COHEN

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SVP – Head of Search, Affiliate Marketing & Lead Generation

Citi

@ProfCohen

Citi.com

Facebook.com/ProfCohen

[email protected]

Professor of Digital Marketing

NYU & CUNY Baruch College