Enterprise Level Search ManagementBuilding an effective Global Search Plan for the in-house SEOJanet BartoliGlobal, Search ManagerSeptember 12, 2011

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Managing multiple international sites – no easy feat!

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4 Components to In-House Global Search Program Success….

Executive Level Champions

Reporting Results

Project Mgmt. Search Education

1 2 3 4

20%

25%

50%

Time Management % Time to Devote to each

• Engage Global CMO, CEO

• C-Level Marketing Team

• C-Level Development Teams

• Manage Global Search as any other multi-million dollar project (Tools, Status updates, engage in dev lifecycle)

• Identify all key stakeholders (Marketing Mgrs, Dev team)

• Know what to monitor.

• Clear cut identifiable and actionable goals

• Exec Level Reporting – not your mother’s reporting model

• Evangelize & Educate

• Digital Playbook• Corporate Wiki• Global Marketing

Webinars• Be the corp

expert, educate yourself daily.

5%

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Leverage Our C-Levels

A strong, well-integrated, global search program must have the support of the C-Levels. This type of program must have a top-down single message to all marketing teams as to it’s importance within the company.

According to *SEMPO State of Search 2011, obtaining executive buy-in was considered one of top three major challenges in managing search.

• Establish a Global Search Strategy

• Integrate digital marketing efforts within global marketing activities

• Align digital marketing budgets to local markets (Keep in mind the law of diminishing returns, know how much should be spent in each market, test and re-test)

*SEMPO State of search marketing report 2011.

EXECUTIVE LEVEL CHAMPIONS

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REPORTING YOUR SUCCESS

Decide what to measure, how often, consistency across all markets….Ensure all global search metrics are identified

and mapped out Each country has their own business objective,

identify goals, establish KPI, and KPI TargetsDevelop a global scorecard including baseline,

and use same measurements (Important have an apples-to-apples comparison MOM, YOY each report).

The (2) types of reports, Executive Level (1 slide for all global search), and Monthly Marketing Reporting to be shared across global marketing teams.– Exec Level – Rollup distilled down to 1 slide in a global

PPT.– Monthly Marketing Report – More granular level

details about paid search, SEO, referral sources, ROI and identified next steps.

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SEO PROJECT MANAGEMENT

SEO involvement early and often! Use Tools to manage your SEO

projects (MS Project, basecamp, etc) Weekly Status Updates – involve

key players globally Ensure to “bake” this process across

all global site development. Having solid project management

applied will ensure SEO is visible

– Domain and URL reviews– CMS platforms vary and SEO can be

missed from one to another– Centralize, and standardize all SEO

process & procedures …(have patience, this will take years)

SEO LIFECYCLE PROCESS

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GLOBAL SEARCH EDUCATION

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Enterprise Level Search Education

How to Establish a Global Search Education Program

• Establish regular (monthly) communication with each global marketing team− Find out each market’s specific

weakness and build an educational program for that region.

• Create Global Search Ambassadors

• Produce regular Best Practice, Process & Procedures manuals (make them living documents, by updating them REGULARLY)

• Sit in person with your global Mktg Team

“Whatever is good to know is difficult to learn - Greek Proverb

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zzzzzzzz

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ESTABLISH A CORPORATE WIKI

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SEND OUT YOUR SEARCH NEWSLETTERS

GLOBAL STATE OF SEARCH!

Send regular, relevant updates

Anytime there’s an algo change – YOU be the one to inform/calm any search hysteria.

Dispel any/all search myths out there (there’s still tons!)

Share anything new with development teams, PR groups, there’s tons of information out there, and people appreciate the help with their own work.

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BEST PRACTICE GUIDES, PROCESS & PROCEDURES, GLOBAL DOMAIN AUDIT

• Do you have a corporate Domain Audit?

• Have you created an SEO/PPC Best Practice Guide?

• Do you have an established Development SEO process & procedures requirements for all site deployment?

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EDUCATE YOURSELF EVERY DAY

ICANN Updates

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ACTIONABLE POINTS

• ENGAGE C-LEVEL (Early on) • REPORTING GLOBALLY (Be Consistent)• PROJECT MANAGE YOUR SEARCH PROGRAMS (Remain Organized) • SEARCH EDUCATION FOR ALL (Share your passion for Search)

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Q&A

Email: janet.bartoli@lexisnexis.com

Twitter: @jtbartoli

Blog: janet-bartoli.com