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

Integrating Search Into

Digital Marketing Mix

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

Process, Governance,

Standards, and

Best Practices

Enforce

Share

Create

Provide Training & Support

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

Corporate Restructuring

for Search and Digital

Success

Why Restructure?

Scalability

Corporate Alignment

Efficiency

Missed Opportunity from Not Sharing

You are not here!

It’s so easy even a dog can do it

Communication Breakdown

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

Identifying the Key Players

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

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

www.onlinemarketinginstitute.org

Thank You!

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