Practical Guide to Effective SEO and SEM

APractical Guide for Effective

Search EngineOptimization&Search EngineMarketingPage 2 of about 25,600,000 results (0.30seconds)

Forward Looking Statement

Safe harbor statement under the Private Securities Litigation Reform Act of 1995:

This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.

The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.

Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.

+

Presentedby:

NatalijaPavic

SalesforcePardotSpecialistandGrowthHacker

NeilBarbaro

SeniorAccountExecutiveSalesforce

HeatherBlack

MarketingDirectorNubik

Speakers

Agenda

3:00pm – 3:30pm RegistrationandNetworking3:30pm– 5:00pm Best PracticesofSEOandSEMwith

NatalijaPavicandHeatherBlack5:00pm- 5:30pm MarketingAutomationDemowith

Neil Barbaro5:00pm– 5:30pm Q&A withourspecialguestSEO/SEMExpert

HernanCespedes5:30pm– 6:00pm Cocktails +Canapes+Networking

Table Of Contents

SEO AutomationSEM

SEO: Theart and scienceofrankingon the first pageofGoogle.

SEO at the Early Stage in Sales Funnel

ü Informational

ü Be a resource

ü Trusted Advisor

ü Content

SEO at the Late Stage in Sales Funnel

ü Reputation Management

ü Customer Feedback

ü Public Relations

Why is it a Science?

KeywordsLinkingCrawlability

Crawler:A piece of code that roamsthe web to index,reference, and retrieveinternet pages.

Crawlability:How easy your site is tocrawl because of itsunderlying code(aka website formatting).

Keywords:

Put yourself in the minds of your audience

Get more out of your keywords

ü URL

ü H1 & H2 Headers

ü Body Copy

Special Call Out: Anchor Text

No SEO

To learn more, click here.

OK SEO

ClickheretolearnmoreaboutNubik.VisitNubik.ca tolearnmore.

Best SEO

ClickheretolearnaboutNubik’s SalesforceConsultants.

Rich Content

Images

• Alt text describes the image

• Used for SEO and also accessibility

• Make it descriptive - but avoid stuffing keywords

• Don’t embed keywords into the image

• Position images at the top of the page

Image alt

<img src="puppy.jpg"alt="puppydogbabydogpuppupspuppiesdoggiespupslitterpuppiesdogretrieverlabrador wolfhoundsetterpointerpuppyjackrussellterrierpuppiesdogfoodcheapdogfoodpuppyfood"/>

<img src="puppy.jpg"alt=“Cutepuppiesplayingtogether">

Video

Google loves video – but needs your help:

• Create standalone pages for videos

• Include title, description and thumbnail in javascript

To YouTube or not to YouTube?

Meta Information for SERP Readability and ConversionTitle

URL

Description

How Does That Work?

Title Tag: 50-60 characters

• Keywords | Brand

Description Tag: 160 characters

• Short and concise

• Drive clicks!

URLs

Yoast for WordPress or Drupal

Layout and Design

Mobile friendly

Easy navigation

Quick load times

Overall user experience

• Nice looking, easy to read, easy to find information … things that make people want to stay on the page and read the content

Measuring SEO Performance

DirectTyped in traffic, bookmarks, email links without tracking codes, etc.

ReferralFrom links across the web or in trackable email, promotional, and branding campaign links

SearchQueries that sent traffic from any major or minor web search engine

Mo 1 Mo 2 Mo 3 Q AvgVisitor TrendsSessions 2046 2251 2431 2148Bounce Rate 52.64% 57.90% 62.54% 55.27%Visits - Bounce Rate 969 1066 1151 1017

Pages / Session 4.30 4.73 5.11 5Avg Session Duration 12.90 14.19 15.33 14From Source 0 0Direct 595 655 707 625Referral 468 515 556 491

Organic Search 701 771 833 736Social 261 287 310 274Paid 0 0 0 0All Other 21 23 25 22

Why is it an Art?

What you are looking forNatural Language ProcessingProprietary

Table Of Contents

SEM

SEM: Thepromotionofwebsitesprimarily throughpaidadvertising.

Elements of a campaign

Fundamentals: PPC Bidding

Pay-Per-Click (PPC) Bidding

• How much you’re willing to spend for a given keyword

2.75

2.251.75

1.25

Fundamentals : Quality Score

Quality Score

• How closely do your keywords match your ad, and landing page?

• AI evaluates how relevant your page is to users

0 1 2 3 4 5 6 7 8 9 10

LowQuality HighQuality

Fundamentals: Keyword Match Types

ExactMatch

[redmen’stennisshoeswithvelcro]

PhraseMatch

“men’stennisshoes”

BroadMatch+BroadMatchModified

men’svelcro shoes+men’s+velcro +shoes

Account

Campaign

Ad Group

KeywordList

Ad Group

KeywordList

Campaign

Ad Group

Keywords

Ad Group

Keywords

Campaign Ad Group Keywords Ad Copy

Consultants [English]

$200 / day

Salesforce Consultants

Salesforce consultantsBest Salesforce consultants

Certified salesforce consultants

Salesforce consultantsLooking for the best Salesforce consultants? You’ve come to the right spot. Call us today! www.nubik.ca/salesforce-consultants

Consultants [Montreal French]

$500 / day

Salesforce Consultants

Consultants certifies salesforceConsultants Salesforce Montreal

Consultants salesforce francophone

Consultants SalesforceVous cherchez un consultant Salesforce? On peut vous aider. Appellez-nous des aujourd’hui! www.nubik.ca/consultants-salesforce

Anatomy of a Landing Page

Measuring Campaign Performance

Impressions Clicks Conversions

Table Of Contents

Automation

So they came to your website…

Converting your prospects

Passive Aggressive

Content as currency in exchange for data

✔ Events

✔ Checklists

✔ Whitepapers

✔ Infographics

Content as currency in exchange for data

The little things matter.

Communicating:

✔ Why you are collecting data

✔ What they will get in return

✔ Whether it’s shared with third parties

TheMarketingPlaybookisBeingRewritten

Marketing Sales

Today,BuyersForgeTheirOwnPaths

Marketing

Sales

Marketing

Sales

TypicalSalesandMarketingProcess

LeadGenerationCampaigns1600DeadLeads• Events

• Website• Emails• Content• Social

2000ContactsDirecttoSales

80%touched

20%converted

Key Customer Engagement Facts

1. 80% of contacts who express an interest to buy today but don’t, will do so in the next 24 months – SiriusDecisions

2. 78% of leads go to the company that responds first - SourceHarvard

3. Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost –Forrester Research