In House Managing In-House SEO For 17,000 Domains

All complex systems can be broken down into manageable components or modules. SEO is no different; whether you have 17,000 domains or 10,000,000 product SKUs, the system for managing this load is always the same.

A complex system doesn’t necessarily mean it’s based purely in technology. Microsoft, Cisco, AOL, Oracle, and HP are all examples of complex systems wherein people manage numerous components or modules. National magazine publishers and state fire departments are also examples of managing complex situations through a central system. According to Wikipedia, a complex system is any system of interconnected parts, which exhibits one or more properties that are not obvious from the properties of the individual parts.

Complex systems are studied in natural science, mathematics, and social science. Fields of specialization include systems theory, complexity theory, systems ecology, and cybernetics.

We have developed complex system models in many different disciplines for efficient decision-making. In general, all complex systems can be divided into five main categories, and each manager can handle up to five categories at one time. We won’t go into the whys and wherefores, or even try to justify this statement; it’s a universal truth in management systems.

In-house SEO for 17,000+ domains

We were recently approached by a company interested in building an in-house team to manage SEO for 17,000+ domain names. The company’s primary goal was to acquire great natural-search results for all 17,000+ domains.

As with every other SEO project big or small, we use what I like to call the “hub and spoke” model.

The hub and spoke model integrates all of the information and functionality into the central hub and pushes adjunct functionality off into separate spokes for occasional use. For example, an SEO needs assessment report displays a critical path with priorities as its main hub, allowing the managers within the company to create and remove priorities directly from the hub itself.

If you’re confused, you’re probably not alone, but envision this: at the end of the day, your system should resemble a small number of connected wheels, where each hub integrates most of the content, and the spokes enable completion of ancillary SEO tasks.

Let’s just say the hub and spoke model works. So, what’s next?

Collaboration

Once you understand the value of having a system in place for managing complex situations, data, and distribution, you must collaborate effectively with the various hubs inside and outside of your organization.

This is where your personality as an in-house SEO manager comes into play. Making SEO fun for those around you will ensure success. People want ‘relevant’ and ’simple’ as their mantra during their day-to-day work environment, and SEO is a day-to-day working system within just about every seat in your company.

In a nutshell, how do you manage 17,000+ domains for in-house SEO? First, get top-down company-wide buy-in for SEO. Next, create SEO best practices documents for each division within your company and distribute these documents to key stakeholders within each division. Voilà! In-house SEO becomes a hub and spoke environment, wherein each person involved has transparent access to the SEO requirements relevant to their position and department. Questions, anyone? Don’t hesitate to contact me for more details.

Managing In-House SEO For 17,000 Domains

All complex systems can be broken down into manageable components or modules. SEO is no different; whether you have 17,000 domains or 10,000,000 product SKUs, the system for managing this load is always the same.

A complex system doesn’t necessarily mean it’s based purely in technology. Microsoft, Cisco, AOL, Oracle, and HP are all examples of complex systems wherein people manage numerous components or modules. National magazine publishers and state fire departments are also examples of managing complex situations through a central system. According to Wikipedia, a complex system is any system of interconnected parts, which exhibits one or more properties that are not obvious from the properties of the individual parts.

Complex systems are studied in natural science, mathematics, and social science. Fields of specialization include systems theory, complexity theory, systems ecology, and cybernetics.

We have developed complex system models in many different disciplines for efficient decision-making. In general, all complex systems can be divided into five main categories, and each manager can handle up to five categories at one time. We won’t go into the whys and wherefores, or even try to justify this statement; it’s a universal truth in management systems.

In-house SEO for 17,000+ domains

We were recently approached by a company interested in building an in-house team to manage SEO for 17,000+ domain names. The company’s primary goal was to acquire great natural-search results for all 17,000+ domains.

As with every other SEO project big or small, we use what I like to call the “hub and spoke” model.

The hub and spoke model integrates all of the information and functionality into the central hub and pushes adjunct functionality off into separate spokes for occasional use. For example, an SEO needs assessment report displays a critical path with priorities as its main hub, allowing the managers within the company to create and remove priorities directly from the hub itself.

If you’re confused, you’re probably not alone, but envision this: at the end of the day, your system should resemble a small number of connected wheels, where each hub integrates most of the content, and the spokes enable completion of ancillary SEO tasks.

Let’s just say the hub and spoke model works. So, what’s next?

Collaboration

Once you understand the value of having a system in place for managing complex situations, data, and distribution, you must collaborate effectively with the various hubs inside and outside of your organization.

This is where your personality as an in-house SEO manager comes into play. Making SEO fun for those around you will ensure success. People want ‘relevant’ and ’simple’ as their mantra during their day-to-day work environment, and SEO is a day-to-day working system within just about every seat in your company.

In a nutshell, how do you manage 17,000+ domains for in-house SEO? First, get top-down company-wide buy-in for SEO. Next, create SEO best practices documents for each division within your company and distribute these documents to key stakeholders within each division. Voilà! In-house SEO becomes a hub and spoke environment, wherein each person involved has transparent access to the SEO requirements relevant to their position and department. Questions, anyone? Don’t hesitate to contact me for more details.

Online Advertising Is Strong and Search Dominates

The Interactive Advertising Bureau and PricewaterhouseCoopers report online ad revenues totaled $21.2 billion in 2007, a 26 percent increase over 2006. The “2007 Internet Advertising Revenue Report” states 2007 Q4 Internet advertising revenues were $5.9 billion, 24 percent higher than Q4 in 2006.

eMarketer charts US online advertising revenues from 1997 to 2007, showing $0.91B in online ad revenues in 1997 versus $21.21B in 2007.

Search Leads the Way

The report shows search revenues at $8,805 million in 2007 with 41 percent market share. Display ads are second with $4,455 million and 21 percent market share. Consumer ads accounted for 55 percent of 2007 Internet advertising spending, an increase from 52 percent in 2006. eMarketer also reports online video ads will boom by 2012, along with paid search and classifieds.

Source: eMarketer

Developing In-House SEO Functionality

My last Search Engine Land post, In-house SEO Functionality resonated with many in-house SEOs. “Eletitor” commented on the necessity of getting the entire management team on board for in-house SEO success. Kevin Cheng mentioned the need for preparations prior to hiring any in-house SEO, as well as the bureaucratic red tape that can hinder its progress. I’d like to further elaborate on these issues, as they certainly must be dealt with to achieve optimum in-house SEO functionality.

The SEO’s vital role in internet marketing

Most companies realize the importance of SEO to their Internet marketing strategy. While SEMPO’s State of Search Marketing 2007 tells us SEO is still a small percentage of the search dollars spent (10.5%) compared to PPC advertising (87.4%), it is more important than ever, as shown in the data.

* Nine out of ten advertisers (89%) use SEO
* Over half (56%) said they expect to spend more on SEO in 2008 vs. last year
* 54% of advertisers will manage natural search entirely in-house this year

When it comes to in-house SEO, it’s important to get the program working right to achieve the best possible results. Attaining in-house SEO functionality is a complex process that takes time; not only that, progress is dynamic and planar rather than static and linear.

1. Get the management team on board

To develop SEO successfully in-house, the entire management team must be involved and in agreement. One way to do this is to show people the research behind the facts. SEO is the most popular search tactic, hands down. Here’s some ammunition for getting non-believers on board for SEO success.

a) Start off with the most recent SEMPO data showing 89% of advertisers use SEO. An earlier report (Ad Age 2007 Fact Pack) shows organic SEO was the most popular form of search marketing: 75% of advertisers used SEO, while 71% used paid search. With over half of North American advertisers increasing spending on SEO this year, marketers realize the tremendous power of SEO to generate and increase conversions and provide excellent ROI. Not only that, when you combine SEO with paid search or display ads, you may get a lift.

b) SEO is the mainstay for Internet marketing. Why? Perhaps because SEO links are preferred over sponsored links. B2B users clicked on organic results 75% of the time (Marketing to a B2B Technical Buyer, Enquiro, 2007).

c) Search gives you brand lift. A Google-commissioned study found significant correlation between companies in the top organic/sponsored links and lift in consumer brand affinity, brand recall, and purchase intent (The Brand Lift of Search, Enquiro, 2007).

d) SEO and paid search are top tactics for lead generation. Organic search led the way in lead generating tactics for UK firms (78%), with paid search and email coming in second (72%) in a study performed by E-consultancy.com and commissioned by Clash Media, 2007.

2. Prepare prior to hiring the in-house SEO manager

Challenges and departmental turfs should be explained so the new SEO manager knows what battles he or she may be facing. This kind of preparation can help anticipate cooperation or resistance when determining what assets will be useful from various departments.

a) Announce hiring of the new SEO manager beforehand.

b) Publish the accomplishments of the new SEO manager so he or she will be well received.

c) Arrange for the new SEO manager to meet with various departments beforehand to gain perspective on how SEO can enhance various departmental objectives.

SEO might be a part of marketing, or it can be a department of its own. At any rate, a new SEO manager must leverage any enthusiasm to build the types of lasting relationships with other departments that will serve well in implementing vital changes in site structure and content. Get this buy-in from the very start.

3. Eliminate red tape

Kevin Cheng made a point regarding the role of bureaucratic red tape that can hinder SEO progress. How do you eliminate the red tape to execute needed changes? Again, the answer is early education and pre-selling ideas to stakeholders.

Upper management must have a clear picture of how SEO can help the company achieve its goals and why SEO trumps all other Internet marketing tactics. The SEO manager must identify potential roadblocks and get upper management to support him or her when there’s resistance.

Hire an SEO consultant to work with your SEO manager to get the team started in the right direction. With top management backing you up, you can implement the changes and track progress toward achieving goals.

a) Start with small projects and the low-hanging fruit, working up to more complex projects after recording a few successes.

b) Top management must give the SEO manager the authority to get changes made, tracked, and then reported on as progress is made.

c) The SEO manager should sit in on meetings in various departments to be aware of customer needs and product trends.

d) Provide the SEO manager with access to analytics reports for site assessment and to identify areas for improvement.

Basically, the new SEO manager needs to win hearts and minds over to the overarching SEO philosophy while getting to know the company and its short- and long-term planning goals, as these factors must be taken into consideration in planning the SEO strategy.

Success is the result of communication between management and the SEO manager on overall business goals and long-term company planning. Knowing the business goals, the SEO manager can develop a useful plan and strategy. This is critical because SEO executions will require consistent reporting progress to prove positive direction on a day-by-day basis.

Google Resurecting Newspapers

Newspaper advertising drives online traffic and consumer purchasing.

The Google Print Ads program began in November 2006 with a test that included 50 newspapers and a small group of advertisers. Since then, the program has grown to include more than 750 newspapers representing 48 of the top 50 DMAs and covering 70 percent of U.S. paid circulation.

Of those who said they researched at least one product they saw in the newspaper, 67 percent said they conducted research online, compared with 48 percent who visited a store, 23 percent who called a store and 23 percent who asked a friend.

Source and more information: Newspaper Association of America NAA

Universal Search Reporting Traction

The upward trend in reporting activity with regards to changes in Universal Search are increasing testimony to an ongoing and expected change in SERP landscape. This includes all forms of Google’s vertical blend; video, news, blogs, images, products etc..

Search Engine Roundtable reports “if you notice halfway down the page, you’re seeing a whole brand new set of results that are pulled from a file built in C programming language.”

MediaPost reports “Google, Yahoo and MSN are rapidly integrating multi-media results into their search engine results pages…”

Search Engine Land qualifies ongoing discussion and speculation about Universal Search impact…

Search Engine Journal reports “Google tweaks Universal Search with horizontal video results…”

Universal Search is kickin-in

Out of 1.2 billion queries surveyed, 220 million (17 percent) contained a Universal search results. 87 million people searched during the measured period, and 58 percent saw a natural search placement. Within the Universal results, individual placements broke out this way:

Video 38%
News 34%
Images 19%
Multiple placements 15%
Maps/Stocks/Weather 10%

Source: Search Insider Rob Garner

Online Sales to Climb Despite Struggling Economy

Retailers report that search engine marketing continues to be the most effective way to reach new customers.

Online retail will continue to be a bright spot with retail sales rising 17 percent this year to $204 billion.

Apparel ($26.6 billion
Computers ($23.9 billion)
Autos ($19.3 billion)

Source: BusinessWire

A More Open Wireless World

Spectrum bid: Cone of silence is lifted and Google admits “top priority heading into the auction was to make sure that bidding on the so-called “C Block” reached the $4.6 billion reserve price that would trigger the important “open applications” and “open handsets” license conditions. In other-words, their bid was a bluff to “helped ensure that the C Block met the reserve price.”

This helped increase the revenues raised for the U.S. Treasury, while making sure that the openness conditions would be applied to the ultimate licensee.

Source Google Public Policy Blog

GM Stands Up To Be Counted In Digital Shelf Space

GM puts $1.5 billion into the online digital shelf space…planning to to use gaming, search, mobile and a broad array of interactive applications.

GM’s Brent Dewar, vp-field sales, “to shift their focus to digital vs. spot TV”

Source: MediaBuyerPlanner.com