Detailed review of the keyword to successful enterprise SEO and large scale web sites.

1. Enabling Success in Large Scale Search ProgramsBill Hunt

3. Multiple language versions

4. Numerous SEM programs

6. Managing the Process 4

7. Enabler – Cross-Team Integration Integrate Search into all marketing activities Corporate Marketing Corporate Advertising Web Team Integrate keyword profiles into all media Organic Search and Content Development Search Team Agency Partners Communications Search Manager Compliment internal teams with thought leadership & resources Leverage new media and PR Provide leadership and best practices

8. Enabler - Global Center of Excellence Centralized, Scaleable Search Marketing Capability that meets diverse Geo and BU needs while achieving economies of scale. Centralized Processes Reporting and Analysis Tools Framework Define Central and Geo/Biz Roles Remove/Streamline Non-Value Added Roles Consistent World Wide processes Keyword Optimization Global Campaign Management Effectiveness Reporting Qualitative Reporting Enterprise Search Program Communications & Standards Campaign Execution Keyword Selection/Management Creative Development Bid Management Global Linking Strategy Localization Standardized Forms/Templates for Campaign Mgmt. Clear Communications and Expectation Setting Shared Goals and Metrics Focused, targeted activities built on streamlined core processes - scaled worldwide. 6

9. Enabler – Search Knowledgebase Collect and share best practices with the wider team

10. Enabler - Search Engine Style Guide

11. Managing the Technology 9

12. Enabler: Optimize Templates for Scale & Global Correct use of Header tags Page Title and Meta Data recommendations Fully indexable navigation? Can search engine’s follow all of the links? Ensure all parts of the page are indexable Enhancement of cross-links to distribute link equity Sony.de Sony.fr Etc.

14. 2 million+ SKU’s of data to be indexed

16. Dynamically generate XML Site Maps and feed <?xml version="1.0" encoding="UTF-8"?> <urlsetxmlns="http://www.google.com/schemas/sitemap/0.84"> <url> <loc>http://www.samsung.com/us/consumer/detail/detail.do?group=televisions&amp;type=televisions&amp;subtype=lcdtv&amp;model_cd=LNS4096DX/XAA</loc> <changefreq>weekly</changefreq> <priority>0.5</priority> </url>

17. Managing the Links 13

19. Leverage Partners and Distributed content to increase link equityHelps define the server strategy as well

20. Enabler – Leverage Business Partners Bplansis IBM’s one of the small business special deal partners. IBM SMB can go to them and request a backlink for IBM’s Small Business resources page. Opportunity IBM Page Request your business partners to add a link on the relevant page and use the keyword in the anchor text pointing to the IBM small business resources page.

21. Managing the Priorities 16

23. Monitor keyword level performance across business units

26. Establish business rules to trigger page audits and PPC activities with Neo

30. Thank You. eMail: bill@whunt.com Twitter: billhunt Blog: www.whunt.com Site: www.back-azimuth.com