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.

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