Enterprise SEO
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This document outlines steps for enabling success in large scale search programs. It discusses the challenges of managing enterprise SEO across multiple brands, languages, and SEM programs. It provides recommendations for conducting an audit, defining goals and KPIs, implementing programs, and establishing analytics and reporting frameworks. Several "enablers" are also described to effectively deliver search at scale, including cross-team integration, a global center of excellence, a search knowledgebase, style guides, and techniques for managing technology, links, priorities, and performance.
Enterprise SEO
- 1. Enabling Success in Large Scale Search ProgramsBill Hunt
- 2. The Challenge of Enterprise SEOMany brands and products
- 5. Wide range of roles need to be included1Enterprise Search Current State AuditStandards and Best Practices2Processes, Forms, ChecklistsBusinessCase DevExpectation SettingDefined Goals and KPIsEvangelism,Education,CommunicationImplementing the SEO Program3Page Level Audting Content AuditsContext & TaxonomyLink Popularity ImprovementsSite infrastructure ChangesAnalytics and Reporting Tool Framework4 PLP Monitoring Traffic MetricsQuality ofVisitorSearch ImpactMetricsKeyword RefinementSteps to Effectively Deliver Search at Scale
- 7. Enabler – Cross-Team IntegrationIntegrate Search into all marketing activitiesCorporate MarketingCorporate AdvertisingWeb TeamIntegrate keyword profiles into all mediaOrganic Search and Content DevelopmentSearch TeamAgency PartnersCommunicationsSearch ManagerCompliment internal teams with thought leadership & resourcesLeverage new media and PR Provide leadership and best practices
- 8. Enabler - Global Center of ExcellenceCentralized, Scaleable Search Marketing Capability that meets diverse Geo and BU needs while achieving economies of scale.Centralized ProcessesReporting and Analysis Tools Framework Define Central and Geo/Biz Roles Remove/Streamline Non-Value Added Roles Consistent World Wide processes Keyword Optimization Global Campaign Management Effectiveness Reporting Qualitative ReportingEnterprise Search ProgramCommunications & StandardsCampaign Execution Keyword Selection/Management Creative Development Bid Management Global Linking Strategy Localization Standardized Forms/Templates for Campaign Mgmt. Clear Communications and Expectation Setting Shared Goals and MetricsFocused, targeted activities built on streamlined core processes - scaled worldwide.6
- 9. Enabler – Search Knowledgebase Collect and share best practices with the wider team
- 10. Enabler - Search Engine Style Guide
- 12. Enabler: Optimize Templates for Scale & GlobalCorrect use of Header tagsPage Title and Meta Data recommendationsFully indexable navigation?Can search engine’s follow all of the links?Ensure all parts of the page are indexableEnhancement of cross-links to distribute link equitySony.deSony.frEtc.
- 13. Enabler – Work Around Flex and AJAX Flex and AJAX “Faceted Browse” to get to content
- 14. 2 million+ SKU’s of data to be indexed
- 15. Individual product pages are standard HTMLGet Deep Links from Flex Indexed Manage database of URLs or URL Syntax to generate URL lists
- 16. Dynamically generate XML Site Maps and feed <?xml version="1.0" encoding="UTF-8"?><urlsetxmlns="http://www.google.com/schemas/sitemap/0.84"> <url> <loc>http://www.samsung.com/us/consumer/detail/detail.do?group=televisions&type=televisions&subtype=lcdtv&model_cd=LNS4096DX/XAA</loc> <changefreq>weekly</changefreq> <priority>0.5</priority> </url>
- 18. Enabler – Maximize Link ArchitectureLink 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. Leverage enormous power of portfolio sites to build link equity
- 19. Leverage Partners and Distributed content to increase link equityHelps define the server strategy as well
- 20. Enabler – Leverage Business PartnersBplansis IBM’s one of the small business special deal partners. IBM SMB can go to them and request a backlink for IBM’s Small Business resources page. OpportunityIBM PageRequest your business partners to add a link on the relevant page and use the keyword in the anchor text pointing to the IBM small business resources page.
- 22. Enabler – Keyword Management SystemEnsures focus on most important keywords
- 23. Monitor keyword level performance across business units
- 24. Monitor trends and opportunities Managing the Performance18
- 25. Enabler – Always On - Critical Phrase OptimizationIdentify keywords and corresponding “preferred landing pages”
- 26. Establish business rules to trigger page audits and PPC activities with Neo
- 27. Ensures focus on most important keywordsEnabler – Deploy BU Performance MetricsLeverage Scorecards for governance to ensure consistent global performance goals are achieved. Helps prioritize resource allocationEffectively blend paid search and natural search for brand awareness and lead generation20IBM’s global search performance increased 500% when BU level performance metrics implemented
- 28. Enabler – PR & Social Media IntegrationShare Keywords and Landing Pages to ensure integration
- 29. Generates the right links to key pages Enabler – Get a Handy Reference “Buy this book, read it, and then read it again.”--Chris Sherman, Search Engine WatchHelps guide you through developing your programHow to form your team and manage for success
- 30. Thank You.eMail: [email protected]: billhuntBlog: www.whunt.comSite: www.back-azimuth.com