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SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION SEMPO Title Slide ENTERPRISE SEARCH Bill Hunt Board of Directors, Search Engine Marketing Professionals Organization (SEMPO)
29

Enterprise Search by Bill Hunt at SEMPO Asia Tour

Sep 03, 2014

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Enterprise Search (SEO & PPC) session by Bill Hunt at SEMPO Asia Tour (in Mumbai). Also includes the case study on IBM.
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Page 1: Enterprise Search by Bill Hunt at SEMPO Asia Tour

SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION

SEMPO Title SlideENTERPRISE SEARCH

Bill HuntBoard of Directors, Search Engine Marketing

Professionals Organization (SEMPO)

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Enterprise Search Optimization Reality

• Many brands and products

• Multiple language versions

• Numerous SEM programs

• Wide range of roles need to be included

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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 communicationsA

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

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Enabler | Global Center of ExcellenceEnabler | Global Center of Excellence

Centralized, Scalable Search Marketing capability that meets diverse Geo and Centralized, Scalable Search Marketing capability that meets diverse Geo and business unit needs while achieving economies of scale.business unit needs while achieving economies of scale.

Define Central and Geo/Biz RolesRemove/Streamline Non-Value Added RolesConsistent World Wide processes

Standardized Forms/Templates for Campaign Mgmt.Clear Communications and Expectation SettingShared 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 - Focused, targeted activities built on streamlined core processes - scaled worldwide.scaled worldwide.

Centralized Process

Communications & Standards

Campaign Execution

Reporting and Analysis Tools Framework

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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

Enabler | Integrate with Existing Teams

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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

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Steps to Effectively Deliver Search at Scale

Enterprise Search Current State Audit11

Standards and Best Practices

Expectation Setting

Processes, Forms, Checklists

Evangelism,Education,

Communication

BusinessCase Dev

Defined Goals and KPIs

22

Implementing the SEO Program

Page Level Audting

Content Audits

Context & Taxonomy

Link Popularity Improvements

Site infrastructure Changes

33

Analytics and Reporting Tool Framework

PLP Monitoring Traffic Metrics Quality of

VisitorSearch Impact

Metrics

Keyword Refinement

44

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Step 1: Current State Audit

Detailed Audit of Search EffectivenessDetailed Audit of Search EffectivenessMulti-Step Checklist Multi-Step Checklist

Spiderability of the site Algorithm Compliance of the Key Pages on the Site

Keyword Prominence &

DensityReview Site Coding for

bloat and trapsMap Keywords to Key

Content Pages

11

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The model

Client

Submits request

Web Producer

Reviews and adds

instructions

Quality Assurance Specialist

Checks standards, links

and content

Web Producer

Performs final review

Brand

Reviews and approves

Request completion

Launches to live servers

Web Developer

Develops code

Graphic Designer

Develops imagery

Copy editor

Edits / validates content

•Search Implications on Roles• Brand – the brand representative ensures the page content is relevant and incorporated optimal keywords

•Web Developer - creates and modifies code – ensures there are no spider traps and prominence is established with CSS and HTML

•Copy Editor - Reviews and validates content – ensures primary keyword phrase is incorporated•QA Specialist - Checks pages against submitted content and standards, and validates all links in the page – ensures there are no spider traps, keyword prominence and flags any URL changes and ensures URL is in Google site map.

Web Production & Development Cycle

Search Impact

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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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Site Wide Algorithm Compliance Audit

■ Site Fix: Detailed recommendations for changes to make the site more search friendly

■ Page Fix: Detailed page level recommendations for changes to make specific pages rank higher

■ Keyword Modeling: Detailed review of keywords and their ranking and conversion performance

Site SpiderabilitySite Spiderability Detect any barriers to spiders

Review page inclusion and frequency of updates

Link PopularityLink Popularity

Quantity & Quality of links to the site

Algorithm ComplianceAlgorithm Compliance

Template layout

Keyword Prominence

Unfriendly design attributes

Preferred Landing Page Development

Diagnostic AreaDiagnostic Area Next Steps Next Steps

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High• Redirection of the primary domain to xxxx then

to xxx• Review this issues with Akamai to determine if you

can remove the 302 redirect – this will allow the search engine to share home page links more effectively

High

• Some title tags are not formatted well – they have an extra “-” that creates a hyphenated word

• Some title tags are not adjusted for prominence

• GSI will crawl the site an identify the title tags that need to be updated ad well as the template and business rules which need to be adjusted

• Target Keywords should be at the beginning of the title

High• Text site map on home page • Due to the navigation problems identified we

recommend adding a standard site map to the home page of the site.

Medium• XML Google sitemap should be used on

the site

• We did not detect the site map during the audit since it had a different name than what is expected. The site map is validated and working. Recommend to convert from .txt to XML format.

High• Need to increase the prominence of

keywords on the product and category pages to help the search engine understand the key phrases

• Use a stylized <h1> tag to show importance but keep look as it is now on the site – GSI is providing the recommended code change.

• Product pages do not have any real text on them since it is all contained in flash or snippets in product descriptions. High

• Separate the text from the flash – GSI to provided a detailed recommendation Add an additional text block to the bottom or top of the product page

SearchSearchImpactImpactIssueIssue RecommendationRecommendation Resource Resource

ImpactImpact

Typical Mitigation and Prioritization Worksheet

Low

High

High

Low

Medium

High

Phase 1 IT & Web Team Issues

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Template changes have a wide impact

Used the full search term

Converted image to text sosearch engine can “read” and score with prominence

Content is more relevant & compelling

74% of all traffic to page is from search engines

After optimization: #1 or #2 in all Google and Yahoo countries

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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.

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Step 2 – Deploy Standards & Best Practices

Define & DeployDefine & DeployStandards & Best PracticesStandards & Best Practices

Provide comprehensive training to all key stakeholders in the web content workflow

create consistent processes & written

standards

create communication & collaboration protocols &

expectations

22

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Brand

Group

Corporate

Brand Level Programs Focused on maximizing brand goals by attracting and

engaging product centric searchers. – Brand site specific auditing and consulting – Keyword level auditing & benchmarking– Knowledge transfer and brand customized training– Corporate and Category Compliance Monitoring

Group Level Programs Focused on maximizing “Search Shelf Space™” by

getting the entire portfolio ranked well to displace competitors

– Keyword Research and Prioritization– Coordinate keywords across brands– Auditing and Process Management– Benchmarking & Monitoring

Segment your Program

Corporate Level Programs Focused on developing long and short-term strategies to

maximize search as a marketing vehicle Develop and evangelize enterprise-wide best practices

through a knowledgebase, POV documents and search engine update alerts and tackle infrastructure issues.

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Brand - Search Engine Style Guide

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Share Knowledge with the team

■ Collect and share best practices with the wider team using Wikis, Blogs or Team Rooms

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Step 3: Show Continuous Improvement

Ensure Continuous ImprovementEnsure Continuous ImprovementOngoing SEO ExecutionOngoing 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, & 3rd party

vendors

Refine Templates and

Content

33

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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

Enabler – Always-On Keyword Strategy

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Enabler - Keyword Strategies & Governance

■ Develop master “Gold list” of keywords that company “Must Own”

■ Align keyword ownership to customer experience and business objectives

■ Deploy keyword arbitration program to handle any competitive claims to keywords within the organization

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35% of Intel’s Paid Search budget was wasted on duplicate bidding for keywords

Brand ACriteria Answer Score

Relevant Landing Page Y 1Relevant Ad Copy Y 1Tracking Metrics in Place N 0Current Offline Campaign N 0P&L Requirement N 0  Total 2

Brand BCriteria Answer Score

Relevant Landing Page Y 1Relevant Ad Copy Y 1Tracking Metrics in Place Y 1Current Offline Campaign Y 1P&L Requirement Y 1  Total 5

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Increase Brand Awareness via Need

70,000

How To related searches

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Monitor the infrastructure

■ Google site maps are required for larger complex programs □ Alerts problems before they get too bad□ Ensures all content pushed into index

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Page Level Audits

■ Identify all of the elements which are preventing the page from ranking for those keywords

■ Provide best practice recommendations for making the pages more friendly to search engines

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Step 4: Prove the value of the program

Define & Deploy a Tool FrameworkDefine & Deploy a Tool Frameworkfor Analytics, Management, Reportingfor 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

44

Create Feedback loop to content

workflowOptimize Searcher

Continuum

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Enabler | Project and Monitor Success

KeywordGlobal

DemandSE

Visits

% of Global

Demand

SE Visits

% of Global

DemandEst % Visits

Added Visits

Added Visits

Opp. Realized % Gain

free mobile software 15,508 0 0.00% 53 0.34% 3% 465 465 53 -89% 100.00%

nokia mobile softw are 3,195 18 0.56% 66 2.07% 7% 224 206 48 -77% 72.73%

free nokia software download 1,850 0 0.00% 102 5.51% 8% 148 148 102 -31% 100.00%

free nokia n70 software 1,448 0 0.00% 63 4.35% 10% 145 145 63 -56% 100.00%

mobile search 1,320 4 0.30% 175 13.26% 3% 40 36 171 380% 97.71%

Total 23,321 22 0.09% 459 1.97% 4.38% 1,021 999 437 -56%$1.00

SE Visits for

Words Listed

Monthly Annual Gain

Beginning 22 $22 $264Projected 1,021 $1,021 $12,255 $11,991

Current 459 $459 $5,508 $5,244

Projected RealizedStart Current

1986.36%

Value of a Visit

% Gain

4542.16%

Understanding the searcher allows us to accurately

project future trafficFocus on the Tier 1

Keywords

Demonstrate the incremental

value of this traffic

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Enabler - Deploy 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

27

IBM’s global search performance increased 500% when BU level performance metrics implemented

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The cost of not ranking…

■ Measure the missed opportunity cost of not ranking well!

• Keyword 1 – Gained significant share of organic traffic resulting in a $16k reduction of paid search spend on that word

• Keyword 2 – Did not get any share of organic search resulting in $20k expenditure in paid search to gain traffic for that phrase

Value Comparison

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Q & A