Instructed by Motoko Hunt.

1. Connecting the Dots:
Effectively Integrating Search
into Digital Marketing Mix
Motoko Hunt
President, Search Marketing Consultant
AJPR

2. 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

3. 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

4. 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

5. Integrating Search Into
Digital Marketing Mix

7. Data and Information to Share
Keywords
KPIs and Reports
Campaign Goals
Marketing Messages
Media Calendars
Marketing Collaterals

8. Share Keywords
Search
Marketing
Web
Content
Social
Media
Reports /
White
Papers
Online
Marketing
Offline
Marketing

9. Share Marketing Messages
Search
Marketing
Web
Content
Social
Media
Reports /
White
Papers
Online
Marketing
Offline
Marketing

10. Search
Marketing
Web
Content
Social
Media
Reports /
White
Papers
Online
Marketing
Offline
Marketing
Share Media Calendars

11. How to Integrate
Identify campaign
goals and audiences
Select target keywords
Write ad copies to
achieve goals using
keywords
Create marketing
content using
keywords and ad copy
following guidelines
Content optimization
& localization
Campaign launch

12. Content Design and Organization
Brand1 Brand2 Brand3 Brand4 NA EMEA APAC
Product Info
Social Content
Images
Videos
Articles/WP
Wiki
Blog/Forum
Marketing
Collaterals

13. Content Opportunity Discover
India Thailand Hong Kong
Transportation
Airline
Train
Taxi
Airline
Car
Bus
Airline
Destination
Local area
China
Bangkok
Hawaii
Local area
China
Thailand
Tokyo
Israel
Local area
Tokyo
Thailand
Macau
Dubai
Interest
Luxury
Package
Visa application
Cruise Villas
B&Bs
Interests among multiple markets
Market specific interests

14. 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

15. Content Localization
Optimized
English
Content
Localization
Local Keyword
Research
Localized
Content
Optimization
Optimized
English
Content
Local Keyword
Research
Localization
Keyword
Glossary
SEO/PPC Guide

16. 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

17. 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

18. Process, Governance,
Standards, and
Best Practices
Enforce
Share
Create
Provide
Training &
Support

19. 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 target
keywords
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

20. Corporate Restructuring
for Search and Digital
Success

21. Why Restructure?
Scalability
Corporate
Alignment
Efficiency

22. Missed Opportunity from Not Sharing
You are not
here!
It’s so easy even a dog can do it

23. Communication Breakdown

24. Wasted Resources and Budget
Localization
Website
optimization
Website
maintenance
Analytics,
Reports
Ads
management

25. 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

26. Identifying the Key Players

27. Structure for Better Engagement
Search
Web
Operation
IT
Analytics
Social
Product
Team
Content
Owners
Corp Mgmt
Advertising
Global Team

28. Creating the Unified Goals
Email, eNewsletter,
Display Ads
Web
Content
Social Media
Paid &
Organic
Search
Corporate Goals for
Digital Marketing

29. 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 &
Localization
KPIs & Reporting
Template/Landing
Page Optimization

30. 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

31. WW Search Manager
Brand Brand Brand Brand
Web
Marketing
Site 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
Europe
Latin
America
Asia-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

32. Move The Needle

33. 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

34. • 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

35. www.onlinemarketinginstitute.org
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