Ibm.com © 2005 IBM Corporation Big Site/Big Company SEM Search Engine Strategies, New York March 3,...
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Transcript of Ibm.com © 2005 IBM Corporation Big Site/Big Company SEM Search Engine Strategies, New York March 3,...
ibm.com
© 2005 IBM Corporation
Big Site/Big Company SEM
Search Engine Strategies, New York
March 3, 2005
2
ibm.com
© 2005 IBM Corporation
What makes a big Web site so hard to work with?
Multiple specialist teams
Multiple product sites
Multiple audiences
Multiple countries
Multiple technologies
3
ibm.com
© 2005 IBM Corporation
ibm.com is a large, complex corporate Web site
83 countries, 31 languages
Thousands of products
Large, medium, small business, and consumer audiences
Many “cooks” for the broth:
User Experience: overall look and feel
IT: Portlets and operations
Product owners, copy editors, graphics designers: information about offerings
Marketing: audience-based messages and promotions
4
ibm.com
© 2005 IBM Corporation
Big sites are impervious to changes for SEM
Difficult to diagnose what is wrong
Very hard to get everyone to do the same thing
Technology changes are often very costly
Every change requiresapprovals and “processes”)and takes a very long time
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ibm.com
© 2005 IBM Corporation
But big sites have advantages as well
Much easier to get links, although they may be to the home page
Well-known brands draw many more clicks from searchers
More people that can do thework, if motivated
If you use “processes” toyour advantage, you canuse the system againstitself
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ibm.com
© 2005 IBM Corporation
Search marketing must meet your site’s goals
Learn
Buy
Shop
Use
Get
Search
Some sites lead to offline activity
Online PC Sales?
SearchConsulting?
Le
Learn
EngageSelect
Collabora
te
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ibm.com
© 2005 IBM Corporation
Use metrics to show the value of search marketing
How many search visitors come to buy?
The right search result puts the visitor in the “Learn” stage to view a product page.
How many customers that view a product page put items in their carts?
And how many check out?
Multiply by your average revenue and you have the impact of search on revenue.
Learn
Buy
Shop
Use
Get
Search
You must justify the resources you will need for a big site program
8
ibm.com
© 2005 IBM Corporation
Explain the value of keyword planning
Pick the must-win keywords and the landing page for each one
Stopping bidding wars between business units in paid search might justify your program by itself
9
ibm.com
© 2005 IBM Corporation
Start a centralized search marketing program
Your central team handles everything you need to do in one place in your organization
But their most important job is working with your extended team—all of those specialists that already run your Web site:
Copy writers
Product managers
IT folks
etc.
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ibm.com
© 2005 IBM Corporation
Training the extended team is the main job
Explain why search is important—they all want the site to be successful and they all search themselves
The specialists on your extended search team need different training in their ownlanguages:
Copy writers: Keyword rich
Product Managers: Keywords
IT folks: Spider traps
etc.
11
ibm.com
© 2005 IBM Corporation
Analyze your organizational structure
Corporate HQ
Company B
Company C
CompanyA
Corporate HQ
Country B
Country C
Country A
Corporate HQ
Product B
Product C
ProductA
Corporate HQ
Sales
Service
Marketing
Product-Oriented
Multinational
Functional
Conglomerate
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ibm.com
© 2005 IBM Corporation
Decide what tasks you must centralize
Task Functional Product-Oriented
Multinational Conglomerate
Targeting search engines
Central Central Extended Central
Planning keywords
Central Extended Extended Central
Reporting metrics
Central Central Central Extended
Defining standards
Central Central Central Extended
Organization type influences the right place for each task
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ibm.com
© 2005 IBM Corporation
Big sites can rank well in organic search
Start at the “bottom”
Get your pages indexed
Your links will get you to thetop of the rankings
Your brand name draws clicks
…if you can just optimizethat pesky content
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ibm.com
© 2005 IBM Corporation
Use the big company management system
Change existing standards
Use the existing compliance system to enforce those standards
What processes do you have?
Project reviews
Promotion checkpoints
Legal review
15
ibm.com
© 2005 IBM Corporation
Fix your infrastructure to get your pages indexed
Set standards to control spider traps:
Ban frames, pop-ups, JavaScript links, etc.
Regulate Flash, cookies, dynamic pages
Correct robots directives
Redirect pages properly
Enforce standards withexisting processeswhenever possible
16
ibm.com
© 2005 IBM Corporation
Enforce search-friendly coding templates
Modify authoring processes to foster best practices
Currently #1 of 1.4 million results
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ibm.com
© 2005 IBM Corporation
Use internal scorecards to improve results
Score each business unit every month and publicize the results internally
Keyword Google Rank MSN Rank Yahoo Rank AOL Rank AlltheWeb Ask Rankkeyword 1 1,2 58 1 1,2 1,2 100keyword 2 1,2,6 70 1,5 1,2,6 1,2,6 29keyword 3 1,2 45 1 1,2 1,2 65keyword 4 1,2 3 1 1,2 1,2,10 4keyword 5 3,4 2 2 3,4 3,4 1keyword 6 18 13 16 20 18 18keyword 7 1,2,3,4,5,6,7 1,2,3,4,5 1,2,3,4 1,2,3,4,5,6,7 1,2,3,4,5,6,7 1,2,3keyword 8 3,4 4,6 3 3,4 4,5 12keyword 9 1,2,10 1,2,3 1,9 1,2,10, 1,2,10 2,4keyword 10 1,9,10 100 1,7 1,9,10 2,3,4 50keyword 11 2,3,4 0 2,3 2,3,4 0 0keyword 12 1 100 1 1 1 0keyword 13 1,2 20 1 1,2 1,2 47keyword 14 10 100 9 10 27 100keyword 15 8 100 11 7 7 100
Keywords with Top 10 Rankings 14 5 13 14 12 4With KW List Size Factor 0.933333333 0.333333333 0.866666667 0.93333333 0.8 0.26666667With Browser Share Factor 0.466666667 0.033333333 0.086666667 0.09333333 0.08 0.02666667Number of Top 10 Rankings 34 12 20 34 31 7
Unit: XX URLs: URL1, URL2, URL3Search Engine Brand Unit Scorecard Worksheet
Current Missed CurrentKeyword Monthly Annual Visits Visits 10% 25% Google Rank
Keyword 1 59,130 709,560 591 58,539 5,913 14,783 25Keyword 2 41,580 498,960 416 41,164 4,158 10,395 45Keyword 3 40,050 480,600 401 39,650 4,005 10,013 22Keyword 4 31,560 378,720 316 31,244 3,156 7,890 88Keyword 5 23,700 284,400 237 23,463 2,370 5,925 120Keyword 6 19,860 238,320 199 19,661 1,986 4,965 75Keyword 7 12,660 151,920 127 12,533 1,266 3,165 46Keyword 8 7,740 92,880 77 7,663 774 1,935 82Keyword 9 6,210 74,520 62 6,148 621 1,553 38Keyword 10 1,230 14,760 12 1,218 123 308 98
Total Searches/Visitors 243,720 2,924,640 2,437 241,283 24,372 60,930
Results Current 10% 25%
Visitors 2,437 24,372 60,930
# Leads @ 10% Conversion 244 2,437 6,093
Increased Traffic Potential
Estimated Searches Potential
Track titles, broken links, search rankings,
traffic, and conversions
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ibm.com
© 2005 IBM Corporation
With everything fixed, links will put you on top
Big sites attract links
Use site maps to attract huge PageRank that you can fan out to your interior pages
Get partners to link to your interior pages
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ibm.com
© 2005 IBM Corporation
IBM’s program has yielded strong results
Spider traps removed from infrastructure so pages are indexed
Over two million pages in Google
Centralized keyword planning eliminated paid bidding wars
Over 1000 terms in top 10
Over 15% of all page views now come from search
Pilot projects have improved conversion over 50%
Keyword Ranking
Traffic from Search
Conversions
Pages Indexed
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ibm.com
© 2005 IBM Corporation
Coming this summer
Manage a search marketing program in your company
Develop a strategy that supports your Web site’s goals
Get conversions, not just rankings
Execute your program step by step
For more information:www.mikemoran.comwww.globalstrategies.com/resources/book.html
ibm.com
© 2005 IBM Corporation
Big Site/Big Company SEM
Mike MoranManager, Site Architecture and Designibm.com, Sales & DistributioneMail: [email protected]
Bill HuntPresident/CEOGlobal Strategies InternationaleMail: [email protected]
Available online -- www.globalstrategies.com/nyc