This document discusses strategies for optimizing enterprise search marketing at a global scale. It recommends establishing a search center of excellence to develop best practices, standards, and governance. Key steps include conducting an audit of the current search effectiveness, deploying standards and training, continuous optimization, and implementing analytics to prove the value of the program. Centralizing processes while allowing for local optimization is important to achieve scale.
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)
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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
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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
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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
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
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