Global search marketing presents operational challenges including developing a uniform strategy, proving value, and managing search efforts. The document outlines a Global COE process to address these, including understanding current operations, devising an overall strategy, identifying gaps, and surveying local markets. It discusses building an ecosystem approach with infrastructure integration, keyword centralization, and co-optimization of SEO and PPC. The COE would provide services like consulting, reporting, and basic SEO tasks to help operationalize global search.

1. Operationalizing Global Search
Marketing
Global Search Center of Excellence
Bill Hunt

2. Operational Challenges of Global Search
• Uniform and Accepted Search Strategy
• Proving value to management and local Business Units
• Managing Search In-House or Agency Models
• Integrating SEM & SEO
• Maximizing localized content opportunities
• Integrating Search and Social Media
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3. Global COE Process
• Step 1 - Understanding of Current Search Operations
– Conduct interviews with key team members to understanding the current search
program’s organization, methodologies, and performance in each location and BU
• Step 2 - Devise Overall Strategy for Search
– Based on business goals and best practices develop a comprehensive global and
local Search best practices protocol strategy which will be the guide for the program of
the future.
• Detailed & actionable process guide for global and local organizations
• Step 3 - Identify Gaps & Refine Current Operations
– Develop a gap analysis between the current state and the Detailed Strategy
• Best Practices Integration Plan
• Team knowledge enhancement & staff changes
• Process Improvement Consulting
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4. Survey Local Markets
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5. Survey Local Markets
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6. Global Search Ecosystem
An ecosystem approach to build a world-class infrastructure
• Integration with IT & Content • Keyword Centralization
• Crawlable Infrastructure • PPC/SEO Co-Optimization
• Relevance built into templates • Keyword Level Performance
• SEO into localization process • Always On Monitoring
Infrastructure Keyword
Management
Integration & Reporting
Content & Centre of
Social Media Excellence
• Content Prioritization • Knowledge platform
• Searcher Intent Modeling • Thought leadership
• Keyword Page Mapping • Uniform KPI’s
• Ridged Training Program

7. Managing the Process
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8. Best Practice – Center of Excellence
Uniform Education Force Infrastructure
KPI’s Multipliers Enhancement
1 2 3 4
43.3% We treat you as an individual Persona / Desired
• Ensures that claims will be resolved to our satisfaction Insurance Company I Would Proactively
Helpful and
Emotional Reputation Functional Touchpoint Outcome Recommend
42.0% • Has fair prices
Fair
General Claims • Known for open and transparent dealings with customers E1 P1 F1 T1
30.6% Treats me as an Dynamic, fast, Personalized Fast & easy .160
• Has a dedicated relationship leader focused on my company's needs
Partner individual dependable, service, just right claims
• Helps my business move on because they deliver when it really matters
25.2% who efficient for me Emotional E2
We are focused on your
Delivers • Makes me feel like they are there with us every step of the way Benefits Makes me feel reassured
because they deliver
needs, from small questions to • Has tools that help us identify and mitigate risks specific to our business E2 P2 F2 T2 when it really matters .518
Tailored
40.6% large claims/ from small details •
Insight
•
Offers a unique tailored solution that fits the needs of our business
Provides professional guidance that keeps me on top of my business
Makes me feel Understanding, Clear info, fair Personalized .812
valued & there with proactive, claims, sound coverage tool & same
40.5% to the big picture me every step of empathetic advice day assistance
Direct Deep • Has a deep understanding of the unique needs of our business the way Reputation & P2 P1
27.8% We help you be prepared for
Understanding • Uses a thorough understanding of our business to tailor its risk Persona Understanding Dependable & Efficient
management services to us
R1 F3 T3
20.8% life's unexpected changes .839 .333
Known for effective Fair prices & easy / Rapid repairs
& caring upfront information .868
Must Have
• Is a global thought leader known for analytical rigor
but not intermediaries
Discriminating • Dedicated, proactive and dynamic Functional
F3
43.5% Benefits & T1
T2
Touchpoints Responds quickly to Has an easy to use
We are focused on helping
Nice to Have
R2 my changing needs website
Fast claims process
38.1% • Global view of reported and paid claims Known for good
Life life/not
But
you get on with your Discriminating • Helps get my employees back to work quicker claims service &
35.9% helping your family through customer service
43.3% times of need
What do we Which are most How do we Where can we
measure and effective techniques, compliment other intersect with
why? tools and resources? teams for enhanced current activities
outcomes? and
technologies?
IBM, Dell, P&G, Nestle and Coach have adopted COE to manage shared services,
centralize best practices which have been leveraged to scale search globally resulting in
exponential performance improvements.

9. Focus the Global Search Role
1. SEO Algorithm & 2. Portfolio &
Technology External Opportunity
Compliance Maximization
Global
Search Team
3. Business & Search 4. Center of
Program Process Excellence
Analysis Management

10. Enabler - Coordinated Management
Purpose
Implemented At
• 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

11. 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 Landing Page (PLP)
Mapping
• Enforcement of “diagnostic

12. Organizing Your Program
Key SEO Deployment Task by country
Management UK Germany France Italy Japan Australia China Canada US
Executive Sponsor
Confirmed
Country & Brand SMM’s identified
and approved
Keyword Research
Brand/Country Keyword Research
completed
Keywords vetted against IBM
Keyword Database.
PLP’s identified for final keyword
list
Site & Page Audits
Country Site audit completed
PLP Page Audits completed
Reporting
Develop and Deploy Country
Specific Executive Search
Effectiveness Reports

13. COE Obligations & Deliverables
Core deliverables (COE-funded)
SEO Consulting Basic SEO Services SEO Reporting/Analysis
• Support development of COE and • Conduct org level keyword research • Monitor performance of top and
GBU SEO strategies • Develop keyword mappings/clusters strategic keywords
• Identify SEO tools and GBU • Prepare SEO meta data and content • Provide reports and analysis
optimization best practices optimization recommendations - KPIs (rankings/ traffic/
• Create models aligning search interest • Publish text and XML site maps conversions)
and content • Monitor blogs, podcasts, videos, - Compare SEO & PPC results
• Review PLP relevance and actionable pdfs, pages for best practice sharing - Compare SEO and social media
keywords and process improvement keywords
• Sponsor “Lunch & Learn” sessions • Align SEO requirements with Global - Directional metrics
• Audit underperforming content IT infrastructure • Establish diagnostic signals
• Integrate SEO models into COE • Maintain preferred landing page • Maintain Issue Tracker
workflows (PLP) keyword mappings for Top and
Strategic Keywords
Incremental “Pay for Play” and engagement model for each
• Incremental page audits – on demand page auditing via automation or agency resources to identify problems with
pages outside the Top and Strategic Keywords Lists
• Ad Hoc site and diagnostic audits – leverage agency resources to triage site segments for SEO performance beyond
the page level
• Link building and outreach – leverage external resources to identify and request relevant links from relevant third party
sites
• Localized and translated research & modeling – working with translation resources to conduct local language keyword
research and page mapping
• Market assessment modeling – using localized keyword data and keyword demand tools to develop opportunity models
to understand missed opportunity in non-core markets

14. Managing the Technology
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15. Enabler – Search Integrated Content Deployment
Americas Web
Localization
Translation
Web
Global WW Project Production & Local
Geo/Region Manager Development Validation
EMEA Web Publish
Country Accepts, Quality Validates &
Localization content
Content coordinates Assurance approves
Translation
authoring requests translation
AP Web
Localization
Translation
Local Authors trained Global & local glossary
Keyword & Rank & Traffic
on writing for SEO validated for demand
Relevance Reports
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
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16. Enabler: Optimize Templates for Scale & Global
Page Title and Meta Data Correct use of Header tags
recommendations
Fully indexable navigation? Can search engine’s follow all
of the links?
Ensure all parts of the page
Enhancement of cross-links
are indexable
to distribute link equity
Sony.de Sony.fr Etc.

17. Managing the Keywords

18. Typical Current State
• Keywords are not centrally managed or organized other than on
Excel lists within BU’s or SEO Agency
• Monitoring 20 to 30 top keywords and 200+ long tail keywords
for ranking and traffic performance
• No awareness of missed opportunity for natural search traffic
and basic awareness of KPI contribution of key performance
keywords

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

20. Managing the Performance
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21. 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

22. Planning for success : improving Share of searches to 5% in 6 key
markets, results in $32 million (est.) incremental annual revenue
CURRENT SEARCH PERFORMANCE INCREASING SHARE OF SEARCH TO 5%
Top 10 Increase Avg.
Keywords in # of Policy Annual
Monthly Current SE % of Est. New Est. New new value Revenue
Country searches Traffic Demand policies policies policies per mth upside
US Commercial 9,878,218 89,799 0.91% 227 1,235 1,008 $2,500 $30,240,000
UK Consumer 1,355,300 4,139 0.31% 10 169 159 $200 $381,600
Commercial 39,570 5 0.01% 0 10 10 $2,500 $300,000
Germany Consumer 2,616,900 2,617 0.10% 7 654 647 $200 $1,552,800
Switzerland Consumer 101,736 102 0.10% 0 25 25 $200 $60,000
Austria Consumer 261,720 262 0.10% 1 65 64 $200 $153,600
Ireland Consumer 44,060 93 0.21% 0 6 6 $200 $14,400
Commercial 38,570 15 0.04% 0 5 5 $2,500 $150,000
Total 14,336,074 97,032 0.68% 245 2,169 1,924 $32,852,400

23. Create Missed Opportunity Performance
Models
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24. Create Cost of Not Ranking Models
• 3.75% increase clicks would bring additional 111k
visitors
• Potential for $220k in PPC click costs reduction if
24 ranked better

25. 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
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26. Managing the Content
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27. Plan of Attack
Regional SEO and Shared Language Content Strategy
Q1 & Q2 Q3
Phase 1 Phase 2 Phase 3
Integrate SEO Into Site Searcher Intent Modeling Content Optimization
Keyword Research Optimize local
Integrate optimization
Model Searcher Intent destination landing page
best practices into new
Match to Content for top natural search
site templates for scale
Match to local content results listing

28. Content Collaboration Matrix
UK DE CH IN BE IE AT PT
Keyword Research Y Y Y Y Y Y Y N
Content Availability 360 360 150 300 8 40 160 0
Business Goals Alignment 300 340 50 250 8 10 160 0
Content Sharing N N N N N N N N
Team Resources Y Y N Y N N Y N
Localization Tools Integrated Y Y Y Y N N Y N
SEO & Localization Integrated Y N N Y N N Y N
Glossary Word Validation N N N N N N N N
Government Restrictions Y Y Y Y N N Y N
Active Campaigns Y Y Y Y Y Y Y N
Analytics Integration Y Y Y Y Y Y Y N
Program Cooperative Y Y N N N N N N

29. Align Language Related Content
• Identified top keywords in each market
• Aligned common words and content to gather scale
• Saved over $25k USD in translation costs [Content & Ad Creative]

30. Final Thoughts
• Embrace and adopt search widely in the organization
• Create a senior role for search and manage on a global and portfolio level
• Leverage the gold mine of data in your keywords for opportunities and content
prioritization – share between countries and business units
• Build the in-house team to act as general contractors as the content workflow
team integrate best practices into their processes
• Ink value and scale from your CMS tools and localization workflow
• Leverage the growth and adoption of social media to make sure all that content
is optimized for engines and the widest distribution within the ecosystem
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31. Thank You.
eMail: bill@whunt.com
Twitter: billhunt
Blog: www.whunt.com
Site: www.back-azimuth.com