In my pre­vi­ous post, I talked about the need to opti­mize your global search strate­gies for local­iza­tion. The ques­tion then is, how do you get there? Well, to deliver suc­cess at local­iza­tion efforts, or any other global search mar­ket­ing tac­tic for that mat­ter, you need the tools that enable your team to ana­lyze, syn­the­size, and optimize.

Global search opti­miza­tion takes you from site devel­op­ment to asset deploy­ment to con­ver­sion. With tighter feed­back loops, search mar­ket­ing must be nim­ble. This means you’ve got to deploy the tools that will help keep your team ahead of SEO changes and rapidly respon­sive to mar­ket changes.

Enter­prises have a mul­ti­tude of tools at their dis­posal. Let’s start with Web devel­op­ment. Syn­ergy across platforms—web, mobile, social, and search—is essen­tial to cus­tomer expe­ri­ence excel­lence. Web­page devel­op­ment must adhere to what seems to be a con­stantly chang­ing algo­rithm envi­ron­ment. At the browser level, Mozilla’s recent release of Fire­fox 23 pro­vides more Web devel­oper tools than before and Google Chrome has updated its tool­bar as well.

Site ana­lyt­ics is well-covered by our Adobe Mar­ket­ing Cloud. Adobe Ana­lyt­ics (for­merly known as Site­Cat­a­lyst & Dis­cover), for exam­ple, breaks apart each page ele­ment so your team clearly under­stands what parts are dri­ving traf­fic to con­ver­sion. The Ana­lyt­ics suite has 75 traf­fic vari­ables, 100 event vari­ables, and 75 con­ver­sion vari­ables that can be used to eval­u­ate cam­paign strengths and weak­nesses as they relate to site traffic.

Next, your back­links need a look. Organic link build­ing has to be rou­tinely mon­i­tored and tools that diag­nose back­link rel­e­vance that can have a sig­nif­i­cant effect on your search cam­paigns. Back­link Explorer for Fire­fox or other link ana­lyzer plug-ins report the sites that are linked to your pages and can indi­cate rel­e­vance to your key­words. Mature links pro­vide chan­nels that your search mar­ket­ing team can lever­age. And with a sim­ple add-on like Back­link Explorer, you also gain excel­lent vis­i­bil­ity into the suc­cess of link-building initiatives.

A pow­er­ful dash­board that is pop­u­lar at Adobe is the Bright­Edge S3 plat­form. The cus­tomiz­able inter­face ful­fills a vari­ety of needs such as social mon­i­tor­ing, local search man­age­ment, and site audit­ing. The S3 pro­vides back­link man­age­ment and blends seam­lessly with Adobe Ana­lyt­ics. The Blend­e­dRank fea­ture allows us to look at social sig­nals and video search results that are help­ing to define the new SERP.

Another great tool is one that allows a deeper con­nec­tion with global cus­tomers. SEO Global for Google Search, for­merly Google­Global, dis­plays search results as they would appear accord­ing to cus­tomized loca­tion para­me­ters. Search mar­keters can get a clear view of what search engines return at a local level. This dri­ves stronger local­ized key terms devel­op­ment because your team will view SERPs as your global mar­kets see them.

Then there are exten­sions such as Chrome’s SEO Site Tools that pro­vide exter­nal data about your mar­ket­ing assets. You can view PageR­ank data, along with Quant­cast data, break­ing down demo­graph­ics of your vis­i­tors in Site Tools. Report­ing also includes domain author­ity rank and social media actions con­nected to your assets.

Of course, the strength of search mar­ket­ing tools lies in the dash­boards we use. When we exam­ine third-party dash­boards at Adobe, there are sev­eral must-have fea­tures we demand:

  • Stake­holder views for max­i­mum inte­gra­tion among busi­ness units
  • Data aggre­ga­tion to allow cross-functional teams to sift and sort
  • Cus­tomiz­able inter­faces to dis­play rel­e­vant met­rics to var­i­ous teams
  • Key­word dis­cov­ery capabilities
  • Ana­lyt­ics inte­gra­tion for seam­less report and reaction
  • Com­peti­tor analy­sis because we want to know what’s work­ing for them
  • Trend mon­i­tor­ing with deep granularity

Your enter­prise will have its own require­ments, but for search mar­ket­ing teams, you’ll want to look for dash­boards that not only gen­er­ate action­able data but also pro­vide rec­om­men­da­tions based on analytics.

I can’t close this post with­out rein­forc­ing the value of browser plug-ins. They can improve SEO and dig­i­tal mar­ket­ing per­for­mance by giv­ing you data to improve page per­for­mance, increase page speed (I espe­cially like GTMetrix​.com), mea­sure the num­ber of pages crawled and indexed, and improve long-tail traf­fic, thus improv­ing your domain value to engines. Ask your Web pro­duc­tion, IT, and global teams what plug-ins they use or have devel­oped internally—you may be sur­prised at the toolk­its already avail­able in your own org.

My next post will focus on the need for strong data analy­sis and report­ing struc­tures in your global search mar­ket­ing practices.

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