Framework 1: Gain control by supporting centralization and consistency across all brand/market mixes
You must have control over all levels:
Brand level: Plan to highlight all common opportunities across markets to inform core brand strategies and prioritization.
Market level: Aims to show category-specific performance and understand where to maximize performance while minimizing cannibalization across audiences.
Comprehensive central view of brand/market combinations: Coordinate to demonstrate macro-level insights that will help drive overall client direction and support budgeting and prioritization decision-making.
These levels should be reflected in the reports as they are fundamental to developing any overall SEO operational framework.
“In our setup phase, we created automated monthly dashboards with performance data from Google Search Console and SEOmonitor, which are sent to central customers and local markets as informational emails. SEOmonitor makes it easy free integration and unlimited API access as well as Data Studio plugins for all the critical data of your SEO campaigns. Since 80% of our report outputs are based on Data Studio, this integration was crucial from the start.
These reports include keyword checks through defenses and conquests, highlighting key changes in performance and where additional review or optimization should be considered or made.”
Image from SEOmonitor, November 2022
“You should too think about taking advantage of automation scale highly labor-intensive work more effectively.
For keyword targeting and grouping, we have made full use of it Smart Grouping by SEOmonitor functionality, which allows you to automatically organize keyword lists based on a variety of combinations of metrics and filters. These smart groups are constantly updated and refreshed based on these filters, so you’re always up to date with changes and specific knowledge.”
Framework 2: Keep SEO campaigns flexible to cater to local market nuances where audiences behave differently
It’s true that a standardized approach to SEO helps you act on common problems and opportunities while scaling the bulk of your technical SEO work.
But this cannot be denied some markets will show a very different picture than others in terms of current visibility, site content and brand awareness.
you need Take advantage of these differences using local search data and intent signals integrated into your content workflow and overall SEO strategy.
“This allows us to centralize SEO actions at scale while adapting results to local nuances, market conditions and available opportunities,” explains Raluca.
With this approach, you can have a a deeper understanding of the opportunity available in all markets in relation to demand and competition. This allows you to prioritize markets and focus work regionally to ensure these markets are adequately supported as you design the global strategy for incremental growth.
“Delivering an SEO program to so many brands and markets within a single client means working with large sets of search data that must be managed in the most effective way. This means saving time and ensuring that we follow a standardized of our work.
SEOmonitor’s keyword grouping system it is flexible and easy to use when setting up campaigns between multimarket clients. Also, with the multi-location featurethe tool allows you to track keywords for different placements within the same client campaign.”
It is important to have the right technical infrastructure to support this level of complexity.
Image from SEOmonitor, November 2022
Framework 3: Better integrate media efforts to take a unified approach to global search
“In today’s context where consumers don’t see a distinction between paid search and organic search, we’re looking to evolve SEO and PPC across all media channels, expanding the experience to support activities and ongoing campaigns and drive additional leads and sales,” Raluca. outstanding
A unified One Search framework allows you to evaluate:
What terms you don’t need to bid on to rank well organically. The opportunity for savings and incremental reach from paid search. The ability to reinvest historically “wasted” PPC budget into longer-tail keywords for incremental volume, powered by Search Ads 360. Where you can improve the user journey to make traffic more efficient.
Here’s what Raluca and her team did to get the most out of a search framework:
“Our initial testing of One Search was based on pausing PPC spend on keywords with consistent position 1 visibility and minimal or no PPC competition.
The results have been phenomenal: we have been able to drive a two-fold improvement in CTR with a minimal increase in CPC. This unified search approach allows us to further maximize results with better resource efficiency. Additionally, we can be more competitive within the paid search and SEO space, driving increased visits and conversions across all sites and demonstrating the value of an integrated approach to search when both channels are managed by the same agency
Framework 4: Grow and benchmark all target markets toward a common goal by developing search maturity roadmaps
Cross-Market Search Maturity Roadmaps allow you to assess:
How performance differs from one target market to another. The current level of maturity of each market when it comes to critical aspects of SEO performance, such as content, technical, reporting, payment integration and automation.
That’s where a reliable viewability metric helps you create a realistic benchmark and evaluate online “real estate” in all markets:
“SEOmonitor visibility metric helped us establish a robust measurement framework, which has informed the maturity roadmaps. The visibility metric is particularly useful understand the current organic visibility of the client’s website across all brands and markets so you can compare it to your goals and KPIs set on both mobile and desktop. This, in turn, allows us to develop a deep understanding of the opportunities available in each market. With this in-depth analysis, we can prioritize markets and focus regionally with the right amount of effort and resources.”
Image from SEOmonitor, November 2022
Easily implement these 4 global SEO frameworks with SEOmonitor
When managing SEO for multi-brand, multi-market clients, it’s critical to design effective frameworks that leverage both your strategic knowledge and available technology infrastructure:
You need full visibility at both the market level and between markets (macro level). You need to have a thorough understanding of each market, each audience, and how SEO efforts look in general. You need to take advantage of SEO tools and automation, as well as create maximum impact while being resource efficient. You must have standardized benchmarks, processes and practices at all levels, keeping differences under control.
As Tudose and its Performics team have demonstrated, you need to design clear goals and frameworks from the start, while being flexible enough to accommodate variations.
There’s a lot that can go wrong, from cannibalization issues to adversarial user patterns, so you have to be in control at all times.
We designed SEOmonitor so you can manage SEO campaigns at scale while having fresh data at your disposal, with daily rankings for mobile and desktop as standard. We believe it’s important to have the right level of data granularity so you can make decisions faster.
In addition, with SEOmonitor you own all the data of your campaign. That’s why you get it unlimited API access, exports and integrations with Google Sheets and Data Studio.
We know that it is equally important to track all changes, especially with large data sets, and that customers want compelling monthly reports with specific tracking KPIs.
Join us and hundreds of digital marketing agencies in our quest to create more transparency and accountability in the SEO industry. And scale efficiently.
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