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12.05.07
SES - Big Site, Big Search
 By
Navneet Kaushal
How do you cope with doing search engine optimization for a company with tens of divisions, hundreds of products, thousands of web pages and seemingly no way to bring order to the chaos? Where do you begin with the SEO process? This panel looks at problems and solutions unique to those running big sites or from big companies and brands.
Moderator: Kevin Ryan, Vice President, Global Content Director, Search Engine Strategies and Search Engine Watch.
Speakers: Bill Hunt, CEO, Global Strategies International, Amanda Evans, Senior Search Consultant, WebMama.com, Inc. Olivier Lemaignen, Group Manager, Global Search Marketing, Intuit, Randy Peterson, Search Marketing Innovation Manager, Procter and Gamble, Carol Kruse, Vice President, Global Interactive Marketing, The Coca-Cola Company.
The session started off with concerns all the panelist had their favorite one, and why shouldn't they have'em as search marketing on a large scale and for global giants entails a uniques share of issues.
Carol takes up the case of Coke, which is a global brand and has to operate in a globalized scenarion. Next up is Oliver he stressed the clients need to be educated. The notion of integration of SEM's and SEO's to the structures of the company is put forward by Bill Hunt.
Bill talks about the integration of large-scale SEM's and SEO's to the structures of the company. He says that if you're the SEO and you're not gonna change a Fortune 500 overnight through website structure then you need to ensure you aren't slathering on the hot fudge.
Amanda Evans floated the idea of identifying specific site architecture problems and reparing the worst parts. She said that a site should only take place due to client's goals on the internet and not because of the Internet.
The panel had many thoughts about the problems pertaining to working with big organizations and further that and how search marketers can adapt to reach the end objectives. However the main ones they outlined were, uneducated individuals and a need to systematically provide instruction. Then there's a category of people who are kinda resistant and don't adapt to the changes flexibly. Similar to the resistant individuals are the information technology departments of the companies that aren't flexible and they say NO...
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About the Author:
Nav is the founder and CEO of PageTraffic, a premier search engine company known for its assured SEO service, web design and development, copywriting and full time SEO professionals.
Navneet has wide experience in natural search engine optimization, internet marketing and PPC campaigns. He is a prolific writer and his articles can be found in the "Best Articles" section of many websites and article banks. As a search engine analyst , he has over 9 years of experience and his knowledge is in application here. |
