THE PROBLEM In 2010 3M needed to gure out how to effectively manage SEO across 5 major businesses each with multiple divisions (60 in all) in 100 countries and totaling 6000 websites. 45% of 3M’s trafc came from organic sources, so this was a huge undertaking which was not as simple as replicating what worked in the United States across all of the other countries. THE SOLUTION Craig Berdie, Global Search Marketing Manager at 3M was up to the challenge of solving this problem. He knew there were a few things that were already going to be an uphill battle: inconsistency between countries, existing websites were created without SEO consideration, the product set evolves at 35%/year, and a lot of content was locked in PDFs. To gure out how markets varied, Craig did a lot of landing

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