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SEMPO Title Slide S EARCH  E NGINE  M ARKETING  P ROFESSIONAL  O RGANIZATION ENTERPRISE SEARCH Bill Hunt Board of Directors,  Search Engine Marketing  Professionals Organization (SEMPO)
Enterprise Search Optimization Reality ,[object Object],[object Object],[object Object],[object Object]
Identify and fix any barriers to inclusion and ranking on global site then deploy locally 2 B Model Searcher Intent and Searcher Stimuli to engage searchers and drive them to conversion Top-priority Imperatives Key Enablers Integrate Search  Best Practices into marketing mix, content creation & management workflow 1 Develop a Search Center of Excellence to ensure the most effective strategy, process, and communications A Establish keyword governance for “Always On”  D Leverage our interconnected network of sites to maximize your link equity  C The Road Map to Search Dominance Deploy performance metrics to monitor  and optimize implementation and improvements E
Enabler | Global Center of Excellence Centralized, Scalable Search Marketing capability that meets diverse Geo and business unit needs while achieving economies of scale.   Define Central and Geo/Biz Roles Remove/Streamline Non-Value Added Roles Consistent World Wide 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 Search COE Focused, targeted activities built on streamlined core processes - scaled worldwide.   Centralized Process Communications & Standards Campaign Execution Reporting and Analysis Tools Framework
Enabler | Integrate with Existing Teams  Integrate keyword profiles into all media Compliment internal teams with thought leadership & resources Organic Search and Content Development Agency Partners Corporate Marketing Corporate Advertising Web Team Communications Search Manager Integrate Search into all marketing activities Provide leadership and best practices Leverage new media and PR  Search Team
Integrating Search Into the Marketing Mix Search Engines Awareness Generation Mass Media/Adverts Press/PR Events/Promotions Word of Mouth Create initial awareness of product/service Engagement, Lead Capture, Commerce Engagement To achieve maximum impact, it is essential to align search with other channels and communications media to increase “Searcher Stimuli” Corporate/Product Sites Blogs & News Sites Competition Search placements are key to direct those who don’t know where to go after initial awareness Social Media
Steps  to Effectively Deliver Search at Scale Enterprise Search Current State Audit 1 Standards and Best Practices Expectation  Setting Processes,  Forms, Checklists Evangelism, Education, Communication Business Case Dev Defined Goals  and KPIs 2 Implementing the SEO Program Page Level  Audting Content  Audits Context &  Taxonomy Link Popularity  Improvements Site infrastructure  Changes 3 Analytics and Reporting Tool Framework PLP  Monitoring  Traffic Metrics Quality of Visitor Search Impact Metrics Keyword  Refinement 4
Step 1:  Current State Audit Detailed Audit of Search Effectiveness Multi-Step Checklist  Spiderability of the site Algorithm Compliance of the Key Pages on the Site  Keyword Prominence & Density Review Site Coding for bloat and traps Map Keywords to Key Content Pages 1
Web Production & Development Cycle The model ,[object Object],[object Object],[object Object],[object Object],[object Object],Search Impact Client Submits request Web Producer Reviews and adds instructions Quality Assurance Specialist Checks standards, links and content Web Producer Performs final review Brand Reviews and approves Request completion Launches to live servers Web Developer Develops code Graphic Designer Develops imagery Copy editor Edits / validates content
Integrate SEO into entire workflow  Stakeholders of each segment trained within their segment Content Editors & Brand Teams Internal: External Relations, and other Marketing Specialist IA Teams and Template Owners Corporate Webmasters
Site Wide Algorithm Compliance Audit ,[object Object],[object Object],[object Object],Diagnostic Area Next Steps  Site Spiderability Detect any barriers to spiders  Review page inclusion and frequency of updates Link Popularity Quantity & Quality of links to the site Algorithm Compliance Template layout  Keyword Prominence  Unfriendly design attributes Preferred Landing Page Development
High ,[object Object],[object Object],High ,[object Object],[object Object],[object Object],[object Object],High ,[object Object],[object Object],Medium ,[object Object],[object Object],High ,[object Object],[object Object],[object Object],High ,[object Object],Search Impact Issue Recommendation Resource  Impact Typical Mitigation and Prioritization Worksheet Low High High Low Medium High Phase 1 IT & Web Team Issues
Template changes have a wide impact ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],After optimization: #1 or #2 in all Google and Yahoo countries
Maximize WW Link Architecture Leverage enormous power of WW 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.
Step 2 – Deploy Standards & Best Practices Define & Deploy Standards & Best Practices Provide comprehensive training to all key stakeholders in the web content workflow create consistent processes & written standards create communication & collaboration protocols & expectations 2
Brand  Group Corporate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Segment your Program ,[object Object],[object Object],[object Object]
Brand - Search Engine Style Guide
Share Knowledge with the team ,[object Object]
Step 3: Show Continuous Improvement Ensure Continuous Improvement Ongoing SEO Execution Audit Pages for keyword attributes ensure organizational & tactical alignment …  by coordinating the ongoing SEO efforts of internal departments, agencies, IT, web dev teams, & 3 rd  party vendors Refine Templates and Content 3
Enabler – Always-On Keyword Strategy Program Priorities “ 25 Topics” Search Performance Consulting This is where the  Always-On Program  comes in, it consists of a discipline management system to improve Search performance Monthly performance assessment Changes to ibm pages and paid plans
Enabler - Keyword Strategies & Governance  ,[object Object],[object Object],[object Object],35% of Intel’s Paid Search budget was wasted on duplicate bidding for keywords Brand A Criteria Answer  Score Relevant Landing Page Y 1 Relevant Ad Copy Y 1 Tracking Metrics in Place N 0 Current Offline Campaign  N 0 P&L Requirement N 0   Total 2 Brand B Criteria Answer  Score Relevant Landing Page Y 1 Relevant Ad Copy Y 1 Tracking Metrics in Place Y 1 Current Offline Campaign  Y 1 P&L Requirement Y 1   Total 5
Increase Brand Awareness via Need  70,000 How To  related searches
Monitor the infrastructure ,[object Object],[object Object],[object Object]
Page Level Audits ,[object Object],[object Object]
Step 4:  Prove the value of the program Define & Deploy a Tool Framework for Analytics, Management, Reporting Create Benchmarks to monitor improvement Monitor Preferred Landing Page Performance  integrate with marketing information systems, portals, executive dashboards find insight & drive action via data analysis 4 Create Feedback loop to content workflow Optimize Searcher Continuum
Enabler | Project and Monitor Success Understanding the searcher  allows us to accurately  project future traffic Focus on the Tier 1  Keywords Demonstrate the  incremental  value of this traffic
Enabler - Deploy Performance Metrics ,[object Object],[object Object],[object Object],IBM’s global search performance increased 500% when BU level performance metrics implemented
The cost of not ranking… ,[object Object],[object Object],[object Object],Value Comparison
Q & A

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Enterprise Search by Bill Hunt at SEMPO Asia Tour

  • 1. SEMPO Title Slide S EARCH E NGINE M ARKETING P ROFESSIONAL O RGANIZATION ENTERPRISE SEARCH Bill Hunt Board of Directors, Search Engine Marketing Professionals Organization (SEMPO)
  • 2.
  • 3. Identify and fix any barriers to inclusion and ranking on global site then deploy locally 2 B Model Searcher Intent and Searcher Stimuli to engage searchers and drive them to conversion Top-priority Imperatives Key Enablers Integrate Search Best Practices into marketing mix, content creation & management workflow 1 Develop a Search Center of Excellence to ensure the most effective strategy, process, and communications A Establish keyword governance for “Always On” D Leverage our interconnected network of sites to maximize your link equity C The Road Map to Search Dominance Deploy performance metrics to monitor and optimize implementation and improvements E
  • 4. Enabler | Global Center of Excellence Centralized, Scalable Search Marketing capability that meets diverse Geo and business unit needs while achieving economies of scale. Define Central and Geo/Biz Roles Remove/Streamline Non-Value Added Roles Consistent World Wide 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 Search COE Focused, targeted activities built on streamlined core processes - scaled worldwide. Centralized Process Communications & Standards Campaign Execution Reporting and Analysis Tools Framework
  • 5. Enabler | Integrate with Existing Teams Integrate keyword profiles into all media Compliment internal teams with thought leadership & resources Organic Search and Content Development Agency Partners Corporate Marketing Corporate Advertising Web Team Communications Search Manager Integrate Search into all marketing activities Provide leadership and best practices Leverage new media and PR Search Team
  • 6. Integrating Search Into the Marketing Mix Search Engines Awareness Generation Mass Media/Adverts Press/PR Events/Promotions Word of Mouth Create initial awareness of product/service Engagement, Lead Capture, Commerce Engagement To achieve maximum impact, it is essential to align search with other channels and communications media to increase “Searcher Stimuli” Corporate/Product Sites Blogs & News Sites Competition Search placements are key to direct those who don’t know where to go after initial awareness Social Media
  • 7. Steps to Effectively Deliver Search at Scale Enterprise Search Current State Audit 1 Standards and Best Practices Expectation Setting Processes, Forms, Checklists Evangelism, Education, Communication Business Case Dev Defined Goals and KPIs 2 Implementing the SEO Program Page Level Audting Content Audits Context & Taxonomy Link Popularity Improvements Site infrastructure Changes 3 Analytics and Reporting Tool Framework PLP Monitoring Traffic Metrics Quality of Visitor Search Impact Metrics Keyword Refinement 4
  • 8. Step 1: Current State Audit Detailed Audit of Search Effectiveness Multi-Step Checklist Spiderability of the site Algorithm Compliance of the Key Pages on the Site Keyword Prominence & Density Review Site Coding for bloat and traps Map Keywords to Key Content Pages 1
  • 9.
  • 10. Integrate SEO into entire workflow Stakeholders of each segment trained within their segment Content Editors & Brand Teams Internal: External Relations, and other Marketing Specialist IA Teams and Template Owners Corporate Webmasters
  • 11.
  • 12.
  • 13.
  • 14. Maximize WW Link Architecture Leverage enormous power of WW 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.
  • 15. Step 2 – Deploy Standards & Best Practices Define & Deploy Standards & Best Practices Provide comprehensive training to all key stakeholders in the web content workflow create consistent processes & written standards create communication & collaboration protocols & expectations 2
  • 16.
  • 17. Brand - Search Engine Style Guide
  • 18.
  • 19. Step 3: Show Continuous Improvement Ensure Continuous Improvement Ongoing SEO Execution Audit Pages for keyword attributes ensure organizational & tactical alignment … by coordinating the ongoing SEO efforts of internal departments, agencies, IT, web dev teams, & 3 rd party vendors Refine Templates and Content 3
  • 20. Enabler – Always-On Keyword Strategy Program Priorities “ 25 Topics” Search Performance Consulting This is where the Always-On Program comes in, it consists of a discipline management system to improve Search performance Monthly performance assessment Changes to ibm pages and paid plans
  • 21.
  • 22. Increase Brand Awareness via Need 70,000 How To related searches
  • 23.
  • 24.
  • 25. Step 4: Prove the value of the program Define & Deploy a Tool Framework for Analytics, Management, Reporting Create Benchmarks to monitor improvement Monitor Preferred Landing Page Performance integrate with marketing information systems, portals, executive dashboards find insight & drive action via data analysis 4 Create Feedback loop to content workflow Optimize Searcher Continuum
  • 26. Enabler | Project and Monitor Success Understanding the searcher allows us to accurately project future traffic Focus on the Tier 1 Keywords Demonstrate the incremental value of this traffic
  • 27.
  • 28.
  • 29. Q & A