Managing a Global SEO Program

Presented by

Bill Hunt

Key Elements of SEO – any language

• Ensuring your site is search friendly which allows spiders to visit and index the content on the site

• Ensuring your pages include the keyword phrases actually used by searchers

• Ensuring the pages of your website are as compliant as possible with the search engine scoring algorithms

• Ensuring compelling and action oriented descriptions that encourage visits

• Ensure a well defined and user friendly conversion path

Key steps to a global programGet Executive sponsor

Demonstrate the business opportunity for search

Form a team and start evangelizing and training

Work to reduce crawling barriers to allow spiders into the site

Ensure translators and localizers understand search fundamentals

Research and deploy the optimal keyword strategy

Integrate search attributes into the development and localization workflow process

Leverage Force Multipliers

Start at the “bottom”

Fix the crawl problems and get your pages indexed

Majority of the site is optimized when templates are optimized.

Your links will get you to thetop of the rankings

Your brand name draws clicks

International pages optimized by default

The modelClient

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.

• 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.

Search in the Web Production Cycle

Search Impact

WW Search Engine Marketing Leadership Council

A management system enabling Search Marketing Managers to drive best practice sharing and to interlock with the Interactive Marketing Teams/Corporate Webmasters and Brand Marketing Mangers

Search Effectiveness Team Lead

SEO Methodology & Content Management

MarketingWeb Dev

Brand Brand Brand GEO GEO GEO

1. SEMcampaign development

2. SEMbest practices &knowledge sharing

3. SEO Methodology & Best Practices

Corp Comm

Paid Search Program Management

GEO

Develop a Center of Excellence

The Center of Excellence (COE) is a solution designed to facilitate standard compliance, tracking to corporate KPIs, brand equity protection and scale within the global enterprise

The COE solution is a blend of people, tools, activities, information and services that are centrally managed and propagated throughout the organization as needed

Centralized Knowledge and Best PracticesLicensed Knowledge

Up-to-Date Information

Best Practices

Points of View

Frequently Asked Questions

Standards

Resources

Information on How to Engage the COE

Set Geo Targets in Webmaster Tools

Review & set geographic

targets in Google to

separate the various

country sites

Manage Centrally

10

Measure Performance with Scorecards

Monitor pages ranking for specific keywords

Creates a monthly “to do” list of pages to be audited for optimization

Workflow management focusing on highest value keywords and pages first

Contact Me

Bill Hunt

Tel: 860.604.8063

Twitter: billhunt

Email: bill@whunt.com

Blog: www.whunt.com