**by Damien Bianchi**
Enterprise Search Marketing programs face a multitude of challenges.
Lack of resources, lack of accurate metrics, difficulty getting site
changes implemented for organic optimization and so forth. Many of
these challenges are more on the organizational side of things than
anything else. For those of you in this camp, here�s a challenge that
will sound familiar to you: �My business unit should be owning that
Keyword instead of Business Unit X�.
Meaning, within the realm of products and solutions that a business
offers, at times, there�s only so many keywords to go around for both
natural and paid search marketing efforts. Since there�s so much
opportunity with non-branded, �generic� keywords (typically those seen
at the beginning of the buy cycle), many of these terms are so general
that they realistically could be categorized under a variety of your
products and solutions. These terms also tend to have huge monthly
demand. What this means is that you probably have multiple business
units fighting over �ownership� of this keyword.
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This is a challenge that affects both Paid and Natural Search.
Imagine a scenario where you search on a term and see your brand
showing a listing in the Paid results for �Product A�, and a listing
in the Organic results for �Product B�. Usually, this scenario arises
when keywords are allocated based on data performance and budget
rather than business objectives and searcher intent, resulting in
multiple versions of the keyword being executed. It can also lead to
confusion for searchers when they visit your site and see a word is
used in a less than optimal way. And finally, there�s increased work
to �explain� duplicate keyword situation to various stakeholders.
For the Search Marketing Managers out there, you�re tasked with
managing these expectations and making sure that you don�t upset
anyone from a political standpoint. For the Agencies out there �
you�re frustrated because you can�t make organic content
recommendations without a decision on keyword ownership.
So, how do you solve this? More meetings? No. You can�t keep everyone
happy and you want to avoid numerous meetings that never solve
anything. What you need is a Keyword Arbitration process. Here is a
recommended approach:
Develop a �Score Card� for each Business Unit, containing the
following questions that require a Yes/No answer:
Do you have a Relevant Landing Page? (Y/N)
Do you have Relevant Ad Copy? (Y/N)
Do you have Tracking Metrics in Place? (Y/N)
Are you currently running an Offline Campaign? (Y/N)
Does your Business Unit have a P&L Requirement? (Y/N)
The formula is simple � each �Yes� answer gets a 1 point. Winner
takes home the Keyword. If there is a conflict over the �theme� of the
Keyword, you can escalate it to a Senior Manager to make the final
call. In case of a tie, develop a neutral search landing page to
�share� the Keyword. Of course, you can modify this to fit your own
needs, but the fundamental approach is similar and is aimed at coming
to a consensus on keyword ownership for organic optimization versus
paid programs.
Opinions expressed in the article are those of the guest author and
not necessarily Search Engine Land.
Damien Bianchi
<http://searchengineland.com/author/damien-bianchi/>
is Regional Director of Client Strategy at Global Strategies
International < http://www.globalstrategies.com/>
, an Enterprise Search Marketing Agency.
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