SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION SEMPO Title Slide ENTERPRISE SEARCH Bill Hunt Board of Directors, Search Engine Marketing Professionals Organization (SEMPO)
Sep 03, 2014
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION
SEMPO Title SlideENTERPRISE SEARCH
Bill HuntBoard of Directors, Search Engine Marketing
Professionals Organization (SEMPO)
2www.sempo.org
Enterprise Search Optimization Reality
• Many brands and products
• Multiple language versions
• Numerous SEM programs
• Wide range of roles need to be included
3www.sempo.org
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
4www.sempo.org
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
5www.sempo.org
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
6www.sempo.org
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
7www.sempo.org
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
8www.sempo.org
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
9www.sempo.org
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
10www.sempo.org
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
11www.sempo.org
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
12www.sempo.org
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
13www.sempo.org
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
14www.sempo.org
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.
15www.sempo.org
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
16www.sempo.org
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.
17www.sempo.org
Brand - Search Engine Style Guide
18www.sempo.org
Share Knowledge with the team
■ Collect and share best practices with the wider team using Wikis, Blogs or Team Rooms
19www.sempo.org
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
20www.sempo.org
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
21www.sempo.org
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
21
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
22www.sempo.org
Increase Brand Awareness via Need
70,000
How To related searches
23www.sempo.org
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
24www.sempo.org
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
25www.sempo.org
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
26www.sempo.org
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
27www.sempo.org
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
28www.sempo.org
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
29www.sempo.org
Q & A