Connecting the Dots:Effectively Integrating Search
into Digital Marketing Mix
Motoko Hunt
President, Search Marketing Consultant
AJPR
Today You Will Learn
• How to integrate search marketing into multiple
digital marketing business units for bigger
success
• The effective corporate structure by connecting
the dots of search and other business initiatives
After entering the Internet industry in mid 90's, Motoko established AJPR in 1998. Since then, she has been providing Search Marketing Services targeting Japan and Asia to businesses from around the world. Her search marketing services with her extensive knowledge of Asia and Global market have been highly valued and resulted in significant impact for some of the world's popular brands' search marketing campaigns. A number of her articles have been published on industry websites and printed media. Motoko is a frequent speaker at search marketing conferences globally and gives seminars and training about International Search Marketing.
Also, she has been serving as a Chairman of SEMPO APAC Committee. In March 2009, she received the first SEMPO President Award for her support and dedication to the search industry and SEMPO organization.
For more information, visit http://www.ajpr.com
About Me
motokohunt
Agenda
• Integrating Search into Digital Marketing Mix– Data and information to share
– How to integrate
– Content design and organization
– Challenges and Governance
• Corporate Restructuring for Search and Digital Success– Why restructure?
– Tips for successful restructuring
Data and Information to Share
Keywords
KPIs and Reports
Campaign Goals
Marketing Messages
Media Calendars
Marketing Collaterals
Share Keywords
Search Marketing
Web Content
Social Media
Reports / White
Papers
Online Marketing
Offline Marketing
Share Marketing Messages
Search Marketing
Web Content
Social Media
Reports / White
Papers
Online Marketing
Offline Marketing
Search Marketing
Web Content
Social Media
Reports / White
Papers
Online Marketing
Offline Marketing
Share Media Calendars
How to Integrate
Identify campaign goals and audiences
Select target keywordsWrite ad copies to achieve goals using
keywords
Create marketing content using
keywords and ad copy following guidelines
Content optimization & localization
Campaign launch
Content Design and Organization
Brand1 Brand2 Brand3 Brand4 NA EMEA APAC
Product Info
Social Content
Images
Videos
Articles/WP
Wiki
Blog/Forum
Marketing Collaterals
Content Opportunity Discover
India Thailand Hong Kong
TransportationAirlineTrainTaxi
AirlineCarBus
Airline
Destination
Local areaChina
BangkokHawaii
Local areaChina
ThailandTokyoIsrael
Local areaTokyo
ThailandMacauDubai
InterestLuxury
PackageVisa application
Cruise VillasB&Bs
Interests among multiple marketsMarket specific interests
Content Delivery
Search Implications on Roles
Content Authors – Local content authors ensures the page content is relevant and incorporated optimal keywords
Localizers – leverages the glossary and keyword research tools to validate keyword demand and optimal keyword incorporation
QA Specialist - Checks pages against submitted content, standards, and template formats – ensures there are no spider traps, keyword prominence and flags any URL changes and ensures URL is in Google site map.
Search Team – Monitors inclusions, ranking and traffic
Content Localization
Optimized English Content
LocalizationLocal Keyword
Research
Localized Content
Optimization
Optimized English Content
Local Keyword Research
Localization
Keyword Glossary
SEO/PPC Guide
Aligning Related Content
Case 1:
• Identified top “shared” keywords in each market
• Aligned common words and content to scale
localization efforts
Saved over US$25K in translation costs for
one language
Total cost for localization
Total cost with the savings by removing the common keywords, content, and pages
Challenges and Governance
• Too many stakeholders
• Too many agencies
• Difficulty with having timely communication
• Corporate initiatives don’t allow local input
• Different budget allocation
• Identify and establish the main communication channel
• Remove duplicate efforts
• Place a process/project manager
• Create a written Governance, Process, Standards and Best Practices
Project Score Card
Brand1 Brand2 Brand3 Brand4 NA EMEA APAC
Use of corporate KPIs for reporting
Y Y Y Y Y
Use of the latest version of template
Y Y Y Y Y
Use of targetkeywords
Y Y Y Y Y Y Y
Use of main campaign messages
Y Y Y Y
Use of provided content (localized)
Y Y Y Y Y Y
Wasted Resources and Budget
LocalizationWebsite
optimizationWebsite
maintenance
Analytics, Reports
Ads management
Tips for Restructuring
Identify the Key Players
Create the Unified Goals
Set Up the Global Search Council
Obtain C-Level’s Buy-In
Centralize the Team Structure
Structure for Better Engagement
Search
Web Operation
IT
Analytics
Social
Product Team
Content Owners
Corp Mgmt
Advertising
Global Team
Creating the Unified Goals
Email, eNewsletter, Display Ads
Web Content
Social Media
Paid & Organic Search
Corporate Goals forDigital Marketing
Global Search Council
A team of subject matter experts, who offer:
(among other things)
Governance & Work Flow
Create & Maintain Best Practices
Keyword Management &
Taxonomy
Content Management &
LocalizationKPIs & Reporting
Template/Landing Page Optimization
Obtaining C-Level Buy-In
Show the Business Impact with
Missed Opportunity Matrix™– Keywords
– Estimate Search per Month
– Current Monthly Search Traffic
– Current Search Ranking (PLP)
– Estimate Additional Traffic: 5%, 10%...
– Current Revenue
– Estimate Additional Revenue: w/5% more traffic
w/10% more traffic
WW Search Manager
Brand Brand Brand BrandWeb
MarketingSite Arct
Manages • Coordination of centralized team
• Overall Search Strategy• Search related Training
• Integration of Paid and Organic Search•Agency Relationships
Centralized Team Structure
Brand Search Strategists Role• Brand specific keyword research
• Brand level page auditing and optimization •Coordination with Development Team
•Both outsourced and internal resources
EuropeLatin
AmericaAsia-Pacific
North America
Website Liaison Role• Coordinate with site framework and design
• Consulting with Site Infs. team on metrics, flow & function • Support web strategy & Web 2.0 efforts• Compliment web marketing initiatives
Move The Needle
Identify the stakeholders for establishing the search and digital marketing integration
Stakeholders are:
– Brands and local marketing managers
– Product teams
– Business unit: IT, web operations, content editors, email marketing, display ads, social media, etc.
Identify Your Stakeholders
• Look at the data
• Integrate based on data
• Measure and improve
• Integrate search attributes into the development
& localization workflow process
• Identify opportunities to share data/information
& scale work/project to reduce costs &
maximize productivity
5 Key Takeaways