The document discusses strategies for global scale SEO. It emphasizes the need for internal alignment across departments to build and preserve SEO momentum on a global scale. It compares conducting SEO internally versus outsourcing elements of it. Outsourcing can provide specialized expertise and a fresh perspective, while keeping some SEO functions in-house helps build relationships with agencies and stabilize long-term efforts. Effective global SEO requires a head of SEO with technical skills and the ability to communicate priorities across countries and stakeholders.
4. THE NEED FOR INTERNAL ALIGNMENT NVI *credits to SEOinhouse.com for some of this content Role Why alignment is needed Execs & upper management Ultimately responsible if projects have SEO Failures Hold people accountable for working with SEO properly Should not move things forward if SEO wasn’t involved Sales, Marketing & PR PR needs to spread the message globally, SEO is a key strategy to get there Worldwide sales need the stability of leads generated by SEO Marketing knows that SEO will be it’s #1 ROI acquisition tactic Usability Create search engine friendly user experiences for all countries Create ideal information architecture for SEO for main / country sites IT Develop with multi-lingual, search engine friendly technologies Test every release for SEO best practices and ensures proper QA Editorial Adapt content based on search volumes for each country Ensure a steady flow of local content globally Legal Need to develop a worldwide policy Need to ensure they don’t become a roadblock for any content SEO director Ensure SEO is involved early and for the duration of all web projects Give alignment and direction to the AOR and all local agencies
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7. GLOBAL SCALE SEO… on a budget! NVI Activities IN-HOUSE OUTSOURCED TO SEO AGENCY Keyword research Done internally anywhere the company has SEO qualified & culturally aligned staff Any location where internal resources are not available (or targeting this market is useless) Onsite SEO Gatekeeper of current structure + validate and roll out changes and recommendations Ongoing site reviews for the hub site (key learning can be localized by the in-house team) Offsite SEO Develop mechanisms to attract links Validate links gathered by the SEO agency On a retainer with a strong offsite SEO agency Social Media for SEO (Content + SNO) Ensure that a minimum of creative content is produced for the hub site All pushes on social news sites (Digg, Reddit, SU, Mixx) Usability Gatekeeper & evangelist of a global style guide across all countries Initial global style guide creation & guidelines Reporting & Analytics Benchmarking sent internally to all countries and stakeholders (+ identify opportunities) Support the in-house team to develop the consolidated dashboard and install tracking IT Roll out recommendations by the SEO team and choose SEO-friendly technologies Evaluate SEO friendliness of technologies and support internal IT team on implementations Lobbying & politics Evangelize towards the staff, but mainly towards upper management Create a strong bond between in-house SEOs and the agency team to build momentum
8. GLOBAL SCALE SEO… full scale NVI Activities IN-HOUSE OUTSOURCED TO SEO AGENCY Keyword research Done internally anywhere the company wants to do SEO N/A Onsite SEO Gatekeeper of current structure + in charge of constantly improving Onsite SEO Advisor on most important SEO decisions, especially the ones with a global impact Offsite SEO Get local links for any site with a partly dedicated SEO team member + validate links gathered by the SEO agency On a retainer with a strong offsite SEO agency for any area not covered internally Social Media for SEO (Content + SNO) Ensure that creative content is produced for the hub site & country-specific sites All pushes on multi-lingual social news sites (Digg, Reddit, SU, Meneame, Scoopeo, Mixx) Usability No major changes No major changes Reporting & Analytics No major changes No major changes IT No major changes No major changes Lobbying & politics No major changes No major changes