Bill Hunt, Author at Bisan Digital

Maximize Global Marketing Outcomes by Engaging the Twin Engines of Performance

Strategic Thinking, Web Effectiveness / By Bill Hunt

One of my favorite professors from my Global MBA program, Professor Simonin, and his colleagues were recently recognized by the American Marketing Association as 2023’s most significant contribution to the advancement of International Marketing Management for their research on performance gains when improving an organization’s International Marketing Agility. The research paper titled “Marketing Agility in Subsidiaries: Market Orientation […]

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Why is the Search Guy Butting In?

Process Improvement / By Bill Hunt

Why is the Search Guy Butting In? One of the biggest challenges in my search career has been navigating the delicate task of influencing workstreams that negatively impact SEO performance without ruffling feathers or bruising the managers\’ egos of these functional areas. SEOs often deliver KPIs that depend on multiple infrastructures they don\’t directly control.

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Why Your Perfectly Implemented Hreflang is not working

Hreflang, Web Effectiveness / By Bill Hunt

Updated November 26th, 2024, to add in the challenge of the user’s browser language settings on what is presented. Since my recent PubCon presentation, I have spoken with a dozen companies that had previously or recently implemented hreflang for their global sites, and it was not working as they hoped. They often referred to it as

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IP Detection for Regions and Terrirories

Process Improvement, Web Effectiveness / By Bill Hunt

I am on a working vacation on the island of St John\’s in the US Virgin Islands, which has a fantastic view of the Caribbean Sea. It being the Monday before Thanksgiving, I encountered a frequent problem for locals and international travelers: the dreaded IP location redirections that did not account for our location. As

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When is the Standard Not the Standard?

Hreflang, Web Effectiveness / By Bill Hunt

That is a question I have to wrestle with weekly with global websites trying to explain why companies need to do something only to have them point to either a larger company or a random article that is doing or advocates doing it the way they want despite significant evidence or even a written standard

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PLP Managment – Ensure the Correct Page Ranks

Leave a Comment / User Focused Marketing / By Bill Hunt

The concept of PLP Monitoring or Preferred Landing Monitoring ensures that the page created and optimized to convert the best for a specific query, audience, market, or campaign is the highest page ranking. I developed this concept and applied it to the rank reporting scorecards for HP to overcome the problem of the many duplicate pages created

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The Cost of Not Ranking

Performance Monitoring / By Bill Hunt

Calculating the Cost of Not Ranking The Cost of Not Ranking model was created over 25 years ago out of frustration with executives who only wanted to use paid search. Specifically, this to an F100 executive was only advertising-focused and did not want to spend money on SEO. At that time, they were paying around $500k

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Do You Need a Keyword Arbitration Program?

Integrated Search Marketing / By Bill Hunt

A more politically correct naming would be “Developing a Shared Keyword Strategy,” based on feedback from Center of Excellence clients as the mere mention of arbitration makes it sound defensive and punitive. Large organizations with multiple business units (BUs), verticals, and product segments run parallel paid and organic search efforts, often without coordination. This fragmented

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