Operationalizing Global Search Marketing

Global Search Center of Excellence

Bill Hunt

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

2

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

3

Survey Local Markets

4

Survey Local Markets

5

Global Search Ecosystem

An ecosystem approach to build a world-class infrastructure

• Knowledge platform• Thought leadership• Uniform KPI’s• Ridged Training Program

• Content Prioritization• Searcher Intent Modeling• Keyword Page Mapping

• Keyword Centralization• PPC/SEO Co-Optimization• Keyword Level Performance• Always On Monitoring

• Integration with IT & Content• Crawlable Infrastructure• Relevance built into templates• SEO into localization process

Infrastructure

Integration

Keyword Management & Reporting

Centre of Excellence

Content &

Social Media

Managing the Process

7

Education Infrastructure Enhancement

Force Multipliers

Which are most effective techniques, tools and resources?

Uniform KPI’s

How do we compliment other teams for enhanced outcomes?

Where can we intersect with current activities and technologies?

What do we measure and why?

T3

Rapid repairs

T1

Fast & easy claims

T2

Personalized coverage tool & same

day assistance

E2

Makes me feel valued & there with me every step of

the way

E1

Treats me as an individual

Emotional

F3

Fair prices & easy / upfront information

F1

Personalized service, just right

for me

F2

Clear info, fair claims, sound

advice

Functional

P2

Understanding, proactive, empathetic

P1

Dynamic, fast, dependable,

efficient

R1

Known for effective & caring

intermediaries

R2

Known for good claims service & customer service

Persona / Reputation Touchpoint

Functional Benefits & Touchpoints

Reputation & Persona

Emotional Benefits

Desired Outcome

T2Fast claims process

P1Dependable & Efficient

.868

Insurance Company I Would Proactively Recommend

T1Has an easy to use

website

.333

F3

Responds quickly to my changing needs

E2Makes me feel reassured

because they deliver when it really matters

.839

.160

P2

Understanding

.518

.812

43.3%

40.6%

43.5%

42.0%

40.5%

38.1%

27.8%

35.9%

25.2%

20.8%

43.3%

30.6%General

Direct

Life

Helpful and Fair

Claims

Partner who

Delivers

• Ensures that claims will be resolved to our satisfaction• Has fair prices• Known for open and transparent dealings with customers

• Has a dedicated relationship leader focused on my company's needs• Helps my business move on because they deliver when it really matters• Makes me feel like they are there with us every step of the way

• Is a global thought leader known for analytical rigor• Dedicated, proactive and dynamic

• Global view of reported and paid claims• Helps get my employees back to work quicker

• Has a deep understanding of the unique needs of our business• Uses a thorough understanding of our business to tailor its risk

management services to us

Tailored Insight

DeepUnderstanding

• Has tools that help us identify and mitigate risks specific to our business• Offers a unique tailored solution that fits the needs of our business• Provides professional guidance that keeps me on top of my business

Nice to Have But not

Discriminating

Must Havebut not

Discriminating

1 2 3 4

Best Practice – Center of Excellence

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.

Focus the Global Search Role

1. SEO Algorithm & Technology Compliance

2. Portfolio & External Opportunity

Maximization

3. Business & Search Program Process

Analysis

4. Center of Excellence

Management

Global

Search Team

Purpose

• 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

Enabler - Coordinated Management

Implemented At

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 metrics”

• Page-Level & Template Coding Recommendations

• Paid and Organic Analysis (for program optimization)

Management UK Germany France Italy Japan Australia China Canada US

Executive Sponsor Confirmed

Country & Brand SMM’s identified and approved

Keyword ResearchBrand/Country Keyword Research completedKeywords vetted against IBM Keyword Database.

PLP’s identified for final keyword list

Site & Page AuditsCountry Site audit completed

PLP Page Audits completed

ReportingDevelop and Deploy Country Specific Executive Search Effectiveness Reports

Key SEO Deployment Task by country

Organizing Your Program

• 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

Core deliverables (COE-funded)

Incremental “Pay for Play” and engagement model for each

COE Obligations & Deliverables

SEO Consulting• Support development of COE and

GBU SEO strategies• Identify SEO tools and GBU

optimization best practices• Create models aligning search

interest and content• Review PLP relevance and actionable

keywords• Sponsor “Lunch & Learn” sessions• Audit underperforming content• Integrate SEO models into COE

workflows

Basic SEO Services• Conduct org level keyword research • Develop keyword mappings/clusters• Prepare SEO meta data and content

optimization recommendations• Publish text and XML site maps• Monitor blogs, podcasts, videos,

pdfs, pages for best practice sharing and process improvement

• Align SEO requirements with Global IT infrastructure

• Maintain preferred landing page (PLP) keyword mappings for Top and Strategic Keywords

SEO Reporting/Analysis

• Monitor performance of top and strategic keywords

• Provide reports and analysis- KPIs (rankings/ traffic/ conversions)- Compare SEO & PPC results

- Compare SEO and social media

keywords- Directional metrics

• Establish diagnostic signals• Maintain Issue Tracker

Managing the Technology

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Enabler – Search Integrated Content Deployment

GlobalGeo/RegionCountryContent authoring

WW Project ManagerAccepts, coordinates requests

Web Production & DevelopmentQuality Assurance

Local ValidationValidates & approves translation

Publish content

EMEA Web Localization Translation

Americas WebLocalization Translation

AP Web Localization Translation

Local Authors trained on writing for SEO

Global & local glossary validated for demand

Rank & Traffic Reports

Keyword & Relevance

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

Enabler: Optimize Templates for Scale & Global

Sony.de Sony.fr Etc.

Page Title and Meta Data recommendations

Fully indexable navigation?

Ensure all parts of the page are indexable

Correct use of Header tags

Can search engine’s follow all of the links?

Enhancement of cross-links to distribute link equity

Managing the Keywords

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

Data Input Central Keyword Database Informed Output

BASIC DATA• Keyword• Keyword Demand• Page/URL• Owner

ADVANCED DATA• Organic Referral• Paid Clicks• Organic Conversions• Paid Conversions

BASIC OUTPUT• Duplication Identification• Primary v Secondary • Pages with multiple primary

keywords

ADVANCED OUTPUT• PPC + SEO Co-Optimization• Organic Keyword

Opportunities• Page Optimization

Opportunities• Keyword Overlap & Arbitration

Provides a central resource combining all major data points for informed decision-making on Paid and organic search priorities

Centralized Keyword Management

Managing the Performance

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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

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%

Country  

Top 10 Keywords

Monthly searches

Current SE Traffic

% of Demand

Est. New policies

Est. New policies

Increase in # of

new policies

Avg. Policy value

per mth

Annual Revenue

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

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Create Missed Opportunity Performance Models

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Create Cost of Not Ranking Models

• 3.75% increase clicks would bring additional 111k visitors

• Potential for $220k in PPC click costs reduction if ranked better

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

25

IBM’s global search performance

increased 500% when BU level

performance metrics implemented

Managing the Content

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Plan of Attack

Regional SEO and Shared Language Content Strategy

Phase 1 Phase 2 Phase 3

Integrate SEO Into Site Searcher Intent Modeling Content Optimization

Integrate optimization best practices into new site templates for scale

Keyword Research Model Searcher Intent

Match to ContentMatch to local content

Optimize local destination landing page

for top natural search results listing

Q3Q1 & Q2

UK DE CH IN BE IE AT PTKeyword 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 NTeam Resources Y Y N Y N N Y NLocalization 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

Content Collaboration Matrix

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]

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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Thank You.

eMail: bill@whunt.com

Twitter: billhunt

Blog: www.whunt.com

Site: www.back-azimuth.com