This is a session that deals with large Corporate Sites (ie: 50 PR 9 site backlinks - Bill Hunt’s famous statement at the Orlando Pubcon two years ago - refering to IBM).

Bill Hunt - works with IBM but has his own company called www.globalstrategies.com

IBM has sites in 85 countreis and 31 languages and a minimum of 12 people that touch any element of a pages - it’s a similar situation to handling a large affiliate site - there are a lot of politics around it.  As of this morning there are 63 million pages of IBM in Google.

63 million iBM pages in Google and 5000+ top terms globally, and 25% of all pageviews come from search and Organic search traffic converts the best.  Bill trained over 500 people at IBM in search basics and intergrated search into all marketing activities - and was invited to sit down with the big dogs of mass media at IBM.  They were able to measure the brand lift from TV and Radio ads in search traffic.

If your working for a large brand and words inside of print campaigns resonate well with people - (ie: carbon footprint) and for IBM we were able to track the Airbag for the Thinkpad (ThinkPad airbag).   Here’s what we did.

• Brand Level Programs to maximize on brand site specific auditing and consulting with keyword level auditing.
• Intergrate SEO into the entire workflow (focus on vocabulary of each group - 301 or 302 redirects for webmasters).
• Focus on Big Site areas - systematic spidering and leveraging sitemaps from Google and identifying optimal words (three tiers of words that you must rank for).  Examine the ranking of words based on their tier.
• Link Building Programs
• Fighting for money - you are going to compete with other people who also want the same money - must justify.
• style guides - need to be search friendly
• prove the concepts - and we could explain the numbers for search - and then within a week we had over 200 people at IBM that were using that number.

Training people and focus on quality in link building - reach out to key partner to get them to link to the right product page and will have expontial results. Tie your campaigns with TV and Print campaigns.

Create an Opportunity Matrix (est searches, se visits, share of clicks, current rank in google, share fo clicks, visits, share of clicks and vistis using incremental changes).

Gains from Template changes and fixing anchor text that we have today - if you take the links today and find those that are not using the keyword phrase that your using  - spend your time fixing this.

Do a reverse link check for Missed Hub / Link Opportunities - I use LinkSurvey for this but Bill showed SEOBook’s Yahoo HuB Authority checker.

Also update Wikipedia.

Bill also pugged his book on SEOINC - Driving Traffic to Your Site - go to www.globalstrategies.com to get the best link.