Enterprise & Corporate Search Engine Optimization Services: It's About Shelf Space

Global Strategies specializes in working with large enterprise and corporate clients to deploy SEM programs internally. We work with the organization to harness existing resources, content and infrastructure within a long-term strategy for competitive advantage. We bring together the latest thinking, tools and methods from the world SEO to help our customers develop a coherent and comprehensive SEO program.

Roadmap for SEM Integration

After working on the agency side for a number of years we have learned that in order to be successful you have to drive the change from inside the organization. We accomplish this by using "Embedded SEO's" - Embedded SEO's are experienced SEM Consultants who work inside the client's organization as a member of your team. This allows them to build relationships and gain a solid understanding of your business.

We have combined our knowledge of SEM and SEO approach with Change Management Techniques to develop the "SEM Integration Roadmap." This road map provides a step-by-step plan for accomplishing significant, ongoing, enterprise-wide change. The major stages of the program are evaluation, solution development, stakeholder commitment, implementation and management.

Search Engine Optimization Methodology & Roadmap

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Phase 1: Evaluation

The first phase of the program is evaluation - we have to understand the current situation in order to set the proper course for change. GSI will perform a detailed Site Analysis on the enterprise or corporate website and key content pages from various business units using our detailed checklists and audits to determine how well your site is complying with the various search engine algorithm attributes.

This analysis helps to identify macro and micro problems that result in poor rankings and few visitors from search engines. Each identified problem will include a detailed explanation of the problem, the degree of impact on rankings, and specific recommendations on how to improve the problem. Some of the key elements of this review are as follows:

• Site Spiderability Analysis
• Navigation Structure Review
• HTML and XML Template Review
• Site Programming and Coding
• Algorithm Compliance Audit
• Organizational Keyword Audit
• Content/Keyword Density Analysis
• Link Popularity/Relevance Audit

Once the analysis is completed, a detailed written report will be developed outlining all of the issues encountered on both a site level and a page level.

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Phase 2: Solution Design

After a thorough evaluation, the next step on the roadmap is to develop the "solution" to making the various changes necessary to make the site and the content more compatible to the search engine algorithms.

Every solution is unique to the enterprise since not every company has the same problems with their site. Some issues are easy to solve while others more complicated. The solution typically takes into account at least the following areas:

• Critical "show stopper" issues
• Spiderability
• Site wide changes
• Template Modifications
• Keyword Integration
• Keyword Allocation
• Develop a business case
• Establish improvement metrics

At the conclusion of the Solutions Development Phase, you'll receive a business impact report that prioritizes both the critical issues and the less-critical issues. More importantly, you'll have an understanding of the value of resolving these issues in a matrix format that reflects the relative importance of the issue in terms of the algorithm attribute, which is impacted.

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Phase 3: Stakeholder Management & Knowledge Development

Stakeholders can make or break a SEM Program. We focus on stakeholder management in the early assessment stages of project and maintain active stakeholder management throughout the process. Key elements of stakeholder management include:

• Identifying key change leaders - webmasters, line of business owners, content editors
• Managing resistance through education and awareness
• Assigning responsibility for achieving specific milestones

We have found that each of the key areas of the "Optimization Roadmap" need to be owned by specific people within the organization. By identifying them, educating them to the issues and the positive outcomes we can achieve the greatest success.

During this phase we conduct multiple training sessions on many levels. We try to educate as many people within the organization as possible. This allows us to achieve great "buy-in" as well as more hands to actually complete the tasks over a wider area of the company quicker.

We typically customize all of our SEM Training Programs to incorporate the existing workflow, business rules and nuances of the enterprise into the sessions. This allows the users to better understand how this "really" impacts them.

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Phase 4: Implementation

Once we understand what we need to do, how we are going to do it, and who are going to do it with - it is time to get it done!

This Phase can take many forms with a preference to internal teams making the changes and editing content. However, where resources are not available, GSI can provide them to get specific tasks completed or those that are beyond the internal team's abilities.

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Phase 5: Maintenance and Measurement

With a detailed implementation program up and running we focus on managing the progress by reviewing project tasks as well the incremental performance increases during implementation. During this phase we refine the various scorecards and match them to the business case to ensure we are on track and demonstrating overall value and ROI.

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Click here to request more information about GSI's Enterprise and Corporate Level Search Engine Marketing services.

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