Enabling Enterprise SEO presentation from PubCon Vegas 2010

1. Enabling Success in Large
Scale Search Programs
Presented by:
Bill Hunt
@billhunt

2. The Challenge of Enterprise SEOThe Challenge of Enterprise SEO
• Many brands and products
• Multiple language versions
• Numerous SEM programs
• Wide range of roles need
to be included

3. Adopt an Enterprise SEO Ecosystem

4. Enable Search Program Scalability

5. Managing the Process

6. Refocus the Search Team

7. Purpose
• Lower operating costs of running global search
programs
• Increased leverage of portfolio site assets
Central Search Team Responsibilities
• Deploy best practices, standard metrics, and tools
• Consistent process, reporting, and optimization
methods
• Coordinate with PR, other agencies, web dev, analytics
• Evangelize and educate business units and geographies
• Standardized in-sourcing / outsourcing delivery
Enabler - Coordinated Management
Implemented At

8. Enabler - Global Search Council
The Search Council is essentially a team of subject matter
experts levels who offer (among other things):
• Strategic Oversight & Collaboration
• Best Practices Documentation and Maintenance
• Resolve best practice integration issues
• Keyword-Preferred Landing Page (PLP) Mapping
• Page-Level & Template Coding Recommendations
• Paid and Organic Analysis (for program optimization)

9. Enabler – Talk to Stakeholders
Talk to anyone who impacts SEO performance

10. Enabler – Search Knowledgebase
• Collect and share best practices with the wider team
•Send new adopters to view PPT and complete intake checklists
•Add URL to your eMail Signature File

11. Enabler - Global Center of ExcellenceEnabler - Global Center of Excellence
Centralized, Scaleable Search Marketing Capability that meetsCentralized, Scaleable Search Marketing Capability that meets
diverse Geo and BU needs while achieving economies of scale.diverse Geo and BU needs while achieving economies of scale.
Define Central and Geo/Biz Roles
Remove/Streamline Non-Value Added Roles
Consistent World Wide processes
Centralized ProcessesCentralized 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
Reporting and Analysis ToolsReporting and Analysis Tools
FrameworkFramework
Enterprise
Search Program
Focused, targeted activities built on streamlined core processes - scaledFocused, targeted activities built on streamlined core processes - scaled
worldwide.worldwide.
Campaign ExecutionCampaign Execution Communications &Communications &
StandardsStandards

12. Enabler - Search Engine Style Guide

13. Managing the Technology

14. Enabler: Optimize Templates for Scale & Global
Sony.de Sony.fr Etc.
Page Title and Meta Data
recommendations
Fully indexable navigation?
Ensure all parts of the page are
indexable
Correct use of Header tags
Can search engine’s follow all of
the links?
Enhancement of cross-links to
distribute link equity

15. 15
Enabler – Search Integrated Content Deployment
Global
Geo/Region
Country
Content
authoring
WW Project
Manager
Accepts,
coordinates
requests
Web
Production &
Development
Quality
Assurance
Local
Validation
Validates &
approves
translation
Publish
content
EMEA Web
Localization
Translation
Americas Web
Localization
Translation
AP Web
Localization
Translation
Local Authors trained
on writing for SEO
Global & local glossary
validated for demand
Rank & Traffic
Reports
Keyword &
Relevance
Search Implications on Roles
 Content Authors – Local content authors ensures the page content is relevant and incorporated
optimal keywords
Localizers – leverages the glossary and keyword research tools to validate keyword demand and
optimal keyword incorporation
QA Specialist - Checks pages against submitted content, standards, and template formats – ensures
there are no spider traps, keyword prominence and flags any URL changes and ensures URL is in
Google site map.
Search Team – Monitors inclusions, ranking and traffic
Search Implications on Roles
 Content Authors – Local content authors ensures the page content is relevant and incorporated
optimal keywords
Localizers – leverages the glossary and keyword research tools to validate keyword demand and
optimal keyword incorporation
QA Specialist - Checks pages against submitted content, standards, and template formats – ensures
there are no spider traps, keyword prominence and flags any URL changes and ensures URL is in
Google site map.
Search Team – Monitors inclusions, ranking and traffic

16. IBM Software Online Catalogs are currently available in 235 countries translated in 23 languages.
Product ordering is currently available in 33 countries around the world
Goals:
•Be the “go to source” on the web for all IBM software
•Rank well without significant local interaction and optimization
•Drive incremental traffic and conversions from brand and generic terms
Global SEO for IBM Software Online Catalog
Countries who can order Countries with catalogs only Countries not enabled
Languages
1. Brazilian
Portuguese
2. Chinese
Simplified
3. Croatian
4. Czech
5. Dutch
6. English
7. Finnish
8. French
9. French
Canadian
10. German
11. Hungarian
12. Italian
13. Korean
14. Norwegian
15. Polish
16. Russian
17. Slovakian
18. Spanish
19. Swedish
20. Turkish
21. Japanese
22. Traditional
Chinese
23. Danish

17. Optimizing the Catalog
Results:
• 82% of Tier 1 phrases in all markets ranking on first page
• 8,000% increase in traffic in first 30 days
• Exponential increase in sales immediately after indexing
• Opened the catalogs to spiders by removing robots blocks and
language/location detection scripts
• Altered templates to insert geo-specific keywords into titles, headings,
and spiderable text
• Simplified URL structures (of 8 CMS systems)
• Created country-specific XML site maps to push inclusion

18. Managing the Keywords

19. BASIC DATA
•Keyword
•Keyword Demand
•Page/URL
•Owner
ADVANCED DATA
•Organic Referral
•Paid Clicks
•Organic Conversions
•Paid Conversions
BASIC OUTPUT
•Duplication Identification
•Primary v Secondary
•Pages with multiple primary
keywords
ADVANCED OUTPUT
•PPC + SEO Co-Optimization
•Organic Keyword Opportunities
•Page Optimization Opportunities
•Keyword Overlap & Arbitration
BASIC OUTPUT
•Duplication Identification
•Primary v Secondary
•Pages with multiple primary
keywords
ADVANCED OUTPUT
•PPC + SEO Co-Optimization
•Organic Keyword Opportunities
•Page Optimization Opportunities
•Keyword Overlap & Arbitration
Provides a central resource combining all major data
points for informed decision-making on Paid and Organic
Search priorities
Centralized Keyword Management

20. Enabler - Searcher Interest Modeling
20
2 3
Transform large amounts of unstructured
keyword research data into semantic maps
of customer interest
1 Prioritized keywords
aligned to business goals
and customer interest
Informed messaging
strategies and creative
content
Optimized information
architecture and website
content

21. Enabler – Keyword Management SystemEnabler – Keyword Management System
• Ensures focus on most important keywords
• Monitor keyword level performance across business units
• Monitor trends and opportunities

22. Managing the Links

23. • Leverage enormous power of
portfolio 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.
Helps define the server
strategy as well
Enabler – Maximize Link ArchitectureEnabler – Maximize Link Architecture

24. Bplans is 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.
Request 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.
Opportunity IBM Page
Enabler – Leverage Business PartnersEnabler – Leverage Business Partners

25. Enabler – PR & Social Media IntegrationEnabler – PR & Social Media Integration
• Share Keywords and Landing Pages to ensure integration
• Generates the right links to key pages

26. Managing the Priorities

27. Make a List of Priorities
• Demonstrate the complexity of SEO and the impact
of making changes across the organization

28. Enabler – Integrated Search Data
• Identify missed opportunities – paid
and organic

29. Enabler – Always On - Critical Phrase OptimizationEnabler – Always On - Critical Phrase Optimization
• Identify keywords and corresponding “preferred landing pages”
• Establish business rules to trigger page audits and PPC activities with Neo
• Ensures focus on most important keywords

30. Managing the Performance

31. Measuring Success Correctly
• Diagnostic tools
measure the “geeky
stuff”
• Performance tools
measure the business
results
• Program Management
tools measure
organizational impact

32. Enabler – Diagnostic Monitoring
• Google site maps are required for larger
complex programs
– Alerts problems before they get too bad
– Ensures all content pushed into index

33. Showing Optimization Impact
• Demonstrate the incremental gains from
optimization

34. Enabler – Always On - Critical Phrase OptimizationEnabler – Always On - Critical Phrase Optimization
• Identify keywords and corresponding “preferred landing pages”
• Establish business rules to trigger page audits and PPC activities with Neo
• Ensures focus on most important keywords

35. Enabler – Deploy BU Performance Metrics
• Leverage Scorecards for governance to ensure
consistent global performance goals are
achieved.
• Helps prioritize resource allocation
• Effectively blend paid search and natural search
for brand awareness and lead generation
IBM’s global search
performance increased
500% when BU level
performance metrics
implemented

36. Monitor SEO & PPC Collaboration
• Demonstrate the collaboration of PPC and SEO
• Use SEO to reduce clicks on high CPC keywords
36
Fortune 100 company increased PPC
efficiency 300% by monitoring SEO &

37. Showing Value of SEO
• Demonstrate the ROI of SEO & Revenue Generation
• Highlight any incremental success from SEO
37
25% increase in Natural Search Traffic
Increased SEO Revenue by 45%

38. Enabler – Simplified Activity Reporting
• 5 things we did this reporting period
• 5 outcomes that moved the needle
• 5 things we will do next reporting period
• Develop 3 to 5 minute video to highlight your report
– Camtasia or Adobe Captivate
• Share results good or bad with everyone

39. Thank You.
eMail: bill@whunt.com
Twitter: @billhunt
Blog: www.whunt.com
Site: www.back-azimuth.com

40. Managing Global
40

41. Enabler – Global Search Hub
Country Search
leader
Content
Editor(s)
Search marketing
resource
Translation and
localization
Production services
Consistent Processes and Tools
Measurement and reporting infrastructure
Training and Best Practices
Country Search
leader
Country Search
leader
Country Search
leader
Global Search
Lead

42. Enabler - Google Geographical Targets

43. Enabler - Blended L10N Optimization Process
Scope
Primary
Tasks
Keyword
Optimization
Identify, analyze and
refine optimal keywords
1. Critical Keyword List
2. External Demand
3. On-site Search
4. Current Position
5. Content Availability &
User query centric
Glossary
Development
Localization
Step
Algorithm
Complianc
e
Use SEO best
practices to ensure
translated content is
optimal for scoring
1. Keyword Occurrence
2. Keyword Density
3. Keyword
Prominence
4. Descriptive Sentence
Content
Translation
Page
Updates
Ensuring the final page
has all the key
elements needed for
ranking well.
1. Ensure complete
translation
2. Ensure proper
language tags
3. Ensure optimal
placement of keywords
Page QA
SEO Step