Gain Efficiencies with a Global Search Center of Excellence
A central search team can help drive your search marketing success and minimize the number of search crises you encounter each day.
A central search team can help drive your search marketing success and minimize the number of search crises you encounter each day.
The most common attribute that companies with successful global search programs share is the development of a Search Council or Search Center of Excellence (COE). These companies benefit from the uniformity and collaboration of a larger team.
The central search team drives your success in search marketing and minimizes the number of search crises you encounter each day. By collaborating with the extended search team, the COE maintains proper page tagging while avoiding technology “downgrades,” ill-fated navigational designs, and dozens of design and infrastructure problems that could be debilitating to your inclusion and rankings in search engines around the world.
The COE should focus on improving the content creation workflow practices, compliance levels, policies, support and awareness, and measurement across the program. It is also highly focused on building a culture of search marketing excellence that will have a measurable impact on the bottom line.
Essentially, a COE brings together varied people and skills that promote collaboration and best practice usage around a specific focus area to drive incremental business results.
Search Center of Excellence Role and Function
The COE, to be effective, needs to be an aggregation of multiple disciplines and levels of the organization to provide insight into the various stakeholders roles and how they should collaborate with each other to become more effective.
In addition to role representation, the COE needs to provide a broad base of information and guidance, and should provide the following:
Search Center of Excellence Benefits
The most effective COEs offer a variety of benefits that can be gained from centralizing a set of essential functions to support global search and social media marketing programs. Some of the benefits include:
While having a Search Center of Excellence doesn’t guarantee success, it brings together varied best practices in program development, deployment, and measurement to achieve better speed to market, consistency, and reduced complexity that results in highly successful outcomes when executed properly. The quicker the organization adopts this centralized process for information sharing, the quicker they will see a more widespread adoption of these practices and less barriers for improving performance in their specific discipline.
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