brightedge share15 - s304: scaling in-house – the search org maturity curve - adam souza
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@brightedge #share15
Adam Souza, Sr. Manager – SEO, Digital Marketing
Creating Calm Amongst the Chaos
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@brightedge #share15
The VMware Story
Small startup now
large enterprise
Exponential growth in
revenue + employees
Website expansion
across 37+ languages
and countries
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With Growth Comes Challenges
Lack of site integration (hundreds of microsites,
campaign landing pages, corporate sites, regional sites,
etc.)
No common data/analytics reporting engine
De-centralized web efforts (Silo Effect)
Launch, Launch, Launch (product paralysis)
SEO more as an afterthought
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Solution: Start Simple, Get Organized
• Housekeeping/auditing
• Standardize – Naming conventions/governance
• Test and validate
• Educate extended teams
• ‘Programatize’
• Create some ‘quick wins’
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@brightedge #share15
Housekeeping/audit
Challenge:
Thousands of keywords (mickey mouse amongst other garbage terms for our industry)
Unclear keyword groupings
Governance lacking (404s, alt tags, etc.)
No uniformity to dashboards/reporting
No clear ownership
Clear out that
Garbage!
We optimized for ‘Mickey-Mouse’?
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Quick Win: Naming Standards and Governance
Keyword Groups Page Groups
• Created clear Naming Conventions
Guidance document
• Aligned KWGs with Page Groups
• Logical/Scanable groupings
• 20% of keywords deleted (clean DB)
BEFORE
AFTER
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@brightedge #share15
Challenge: The Need for Collaboration
Lots of interest in SEO
No single point of contact
Siloed efforts
Digital Marketing
Global Campaigns
Support
Product Marketing
W
W
W
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Quick Win: Office of Search
Partnership with our paid search team for alignment
Inserted into appropriate staff and project meetings
Digital Marketing
Global Campaigns
Support
Product Marketing
Search
team
alignment
(SEO/SEM)
WEB PROPERTIES
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@brightedge #share15
Challenge: Selling Your Value to the Business
Trusted foundation (audit/cleaned house)
Created naming conventions/governance
Introduction to extended teams/stakeholders
TEST THE WATERS! – RUN A PILOT
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@brightedge #share15
Quick Win: Ranking Where Previously Absent
Small pilot proved successful
by partnering with:
• Product Marketing
• Social Media (Blogs)
• Content Strategy
• Paid Search
VMware SEM and SEO Coverage on Google
VMware ranks for 2 key
competitive phrases. Previously
VMware was not present on page
1 organically or via Paid Ads
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@brightedge #share15
Roadshow! Become the Company SEO Evangelist
3 most important things to communicate:
- Why SEO is valuable to their business
- Share your use case or pilot results
- Share in the excitement of the opportunity, show how you
can work with them to move the needle
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Results
Through this methodology and program approach we saw
within several months a few key success metrics:
Housekeeping/auditing results:
50% reduction in 404 errors
Page indexing increased by double digits
Pilot results: Increasing presence around competitive terms previously
left unranked
SEARCH now involved in content creation, site updates, planning
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Practical Takeaways
@brightedge #share15
Start small, establish some quick wins
Understand and build a trusted foundation
Trust your data, be able to speak to the ‘why’
Leverage your success to the business