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A Fortune 500 health and beauty manufacturer faced a significant challenge. Its global team lacked a cohesive search strategy that could be implemented consistently across markets. Regional teams were struggling to meet search performance targets because they did not fully understand the key drivers of search performance. Without clear guidance on best practices, these teams were failing to prioritize the right tactics, leading to missed opportunities for improving online search visibility and share of search. The company needed a scalable solution to align its global approach to search.
A comprehensive Global Winning in Search Playbook was developed that not only identified content gaps but also provided actionable insights based on industry best practices across 10+ markets. This playbook served as a strategic roadmap for the client's search optimization efforts.
We then conducted extensive training sessions for over 100 attendees, ensuring that the client's team was well-versed in the content strategy. We also implemented monthly check-ins to track progress, provide guidance and ensure ongoing adoption.
With our team’s expertise, the health and beauty manufacturer established a set of golden principles for content measurement, creating a clear framework for evaluating performance. We provided the tools and knowledge needed to assess content effectiveness, offering strategic guidance on test-and-learn methodologies and integrations across both organic and paid search.
The launch of the Global Winning in Search Playbook led to substantial improvements in search performance across the organization. Within just three months of launching the playbook, the client saw a 5% increase in search scores, demonstrating the effectiveness of the newly implemented global strategy. Regional reporting guidelines were developed and implemented, ensuring that local markets could effectively monitor and measure their ongoing adoption progress.
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