This session is parallel to the spam session held in the German language, not too many people in the room (about 25) Bill presents his work at Global Strategies, IBM and others.
Enterprise Search optimization Reality - Many brands and products - Multiple languages - Numerous SEM programs - Wide range of roles need to be included
Maximizing search (shows the Google triangle http://www.enquiro.com/eyetrackingreport.asp) - showing why is it important...SEM turning in house for large companies- the role of search manager starting to evolve. Bill shows all ingredients in the mix - marketing, tech, content, PR, agency partners etc. Try and define the search team, All of the above are better be in the loop.
Segment your program: Corporate level - develop long term and short term tasks, develop and evangelize enterprise best practices through knowledgebase.
Group level - maximizing "search shelf space" - KW research, coordinate keywords across brands and process management, benchmarking & monitoring.
Brand Level - focused on maximizing brand goals, brand specific auditing and consulting, keyword level auditing, knowledge transfer.
Steps to effectively deliver search at scale: 1. audit o Spiderability check (compliments Google webmaster tools, Adam Lasnik from Google in the room). o Algorithm compliance of the key pages o Review site coding o KW prominence and Density o Map keywords to key content pages
2. standards and best practices o Deploy a style guide o Provide comprehensive training to all key stakeholders in the web content workflow o Create consistent process o Create communication & collaboration protocols & expectations
3. Implementing the program o Ensure continuous improvement o Audit pages for KW attributes o Ensure organization approval and tactical alignment o Refine templates and content
4. Measure, analyze, prove the value of the program o Create a benchmark o Monitor preferred landing pages performance o Find insight & drive action via data analysis o Create feedback loop to content workflow o Integrate with marketing information systems, portals, executives o Optimize searcher continuum.
Bill shows some slides with numbers + some samples, very well organized and presented.
A very good session, I wish I could take Bill with me to some of my tougher meetings... :)