Using SEO & Social Media to Sell Cloud Solutions

USING SEO & Social MEDIA

tO Sell Cloud Solutions

Ingram Micro Cloud Summit 2011

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CLOUD SUMMIT 2011

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Using SEO & Social Media to Sell Cloud Solutions

Agenda

• Why SEO?

• Onsite & Offsite SEO

• Social Content Strategyo Shareable Content 101o Social Platformso Social News Promotion

Why SEO?

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THE SEO & PPC MISMATCH

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Search Marketing

The Traffic Mismatch“ 7.3x more traffic in SEO vs PPC ”

Reality vs Opportunity•More long tail & overall traffic from SEO•More targeted conversion funnel compared to PPC•Both very dependent on Google algorithms

The Budget Mismatch: “ More than 85% is invested in PPC ”

Reality vs Opportunity• PPC is Easier to setup • PPC has no competitive advantage• SEO is knowledge & momentum

Source : Enquisite 2010.

FORECAST : US INTERACTIVE SPEND FROM 2009 – 2014

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Search Marketing

Source : Forrester’s Interactive Advertising Models, 4/09 and 10/08 (US only) .

SEO SEEN AS MOST EFFECTIVE IN GENERATING CONVERSIONS

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Search Marketing

Most effective digital marketing tools for generating conversations

Source: © Copyright FORBES 2009

SEO & PPC ARE THE MOST EFFECTIVE TACTICS WHEN IT COMESTO RESULT ACHIEVEMENT

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Search Marketing

Results vs. expectations for digital marketing compaigns

Source: © Copyright FORBES 2009

Search Behavior &

“Intentional”

Targeting8

SEARCH BEHAVIOUR

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Search Marketing

Intentional Targeting

• Search Users are Pre-Qualified

• They are Actively Searching for

Products/Services

• They are already in the Sales Funnel

SEARCH BEHAVIOUR

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Search Marketing

Ranking “Above the Fold”

• 73% don’t go past 1st page

• 71% don’t go past first 5 results

• 10% click on the 3rd result

• 4.5% click on the 5th result

SEO “101”

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Search Marketing

INDEXATION + RELEVANCY + POPULARITY

• Removing any hurdle to the crawlers is key for a perfect indexation• Map your site architecture in accordance with semantic verticals to reach ideal relevancy• Balance the quantity, quality, aging & regularity of your linkgraph to maximize popularity

ONSITE SEO

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Search Marketing

Overview

• Step 1: SEO Audito Indexation

• Step 2: Keywords Research & Onsite SEOo Relevancy

• Step 3: Offsite SEOo Popularity

ONSITE SEO

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Search Marketing

What Why• An ongoing review of all the site’s structural

issues and content opportunities•To make sure your web site will naturally

rank well in search engines

•To prevent any new release on the site from hurting existing momentum

•To ensure all content opportunities are maximized and well optimized for SEO

How • 301s redirects

• Interlinking

• Content Strategy

• Ongoing site reviews

• Follow up on previous suggested recommendations

Deliverables

IN-DEPTH SEO SITE REVIEW

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Search Marketing

What Why• A full audit of all SEO related issues to be fixed

on your site•To address the search engine friendliness

of your site(s)

•To present an assessment of any technical issues that currently exist on your site

•To provide an explanation of the steps we will need to take in order to optimize

How

• By having a look at: server issues, indexation issues, site architecture, on-page recommandations, off-site factors,…

• Document summary

• A list of high, medium, and low priority actions

• Details about suggested modifications

Deliverables

keyword research

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Search Marketing

What Why• A relevant selection of the best combinations

of keywords for your site and industry•To understand where your site traffic to

your web site

•To understand which keywords have best search volume & conversion potential

How • With search volume data provided by Google Keyword tool

and other tools

• List of best keywords associated with themes and sections/sub-sections/pages of your pages

• Full list of keywords with search volume data, separated by themes

• A suggested sitemap with URLs, meta descriptions, page titles & targeted keywords to optimize to all associated pages

Deliverables

keyword research

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Search Marketing

Google Adwords Tool

• Estimated Competition

• Global Search Volume

• Local Search Volume

• Average CPC

OnSITE SEO

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Search Marketing

The 3 Basics of Onsite SEO

• Page Titles

• Meta Descriptions

• Page Copy / Content

OnSITE SEO

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Search Marketing

Page Titles – 65 Characters

OnSITE SEO

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Search Marketing

Meta Descriptions – 150 Characters

OnSITE SEO

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Search Marketing

Page Copy / Content

• Unique Content

• 2-5% Keyword Density

• 250 words min (suggested)o Intro, Body, Conclusion

• Headers (H1, H2, H3 tags)o Makes Copy More Scanableo Beefs Up Keyword Density

• Bullet Lists

OFFSITE SEO

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Search Marketing

What Why• On an ongoing basis, building authority and

popularity to the site•to increase keyword ranking results

How • Leveling powerful links of major competitors• Bartering with well ranked industry niche sites• Links from existing partners• Compensation-driven links from blogs & niche websites• Free / Paid useful Directories & Forums links• Links from the NVI network of corporate & blog sites• Widget deployment• Social News Optimization of content

• Link acquisition report• Rankings report• Traffic report

Deliverables

OFFSITE SEO

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Search Marketing

Source : SEOmoz Search Ranking Factors 2009

SEO Off-site represents 66% of the Search Ranking Factors

SEO LANDSCAPE IN 2011

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Search Marketing

EMERGENCE OF SOCIAL FACTORS IN THE SERPS• Customers reviews from trusted sites• Social engagement (likes, (re)tweets, ratings, etc.)

GOOGLE PLACES OVERTAKING TOP ORGANIC RESULTS• Emphasis for local searches (“keyword” + “location”)

NEED A WELL-BALANCED PORTFOLIO OF LINKS• Source variation (social news sites, blogs, websites, widgets, directories, etc.)• Link location variation (content, sidebar, etc.)• Link destination variation (several landing pages for the same keyword)• Anchor text variation (short tail / long tail)

OFFSITE SEO – LINKBUILDING (1/3)

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SEO

Top 500• Review of websites which rank on related/targeted

keywords

• Trustworthiness domain analysis

• Ideal link location, anchor and landing pages

• Contact webmasters

• Barter links on their websites (with content, link exchange,

$)


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SEO

Copycat• OpenSiteExplorer.org (SEOmoz.org)

• Analyze backlinks profile of main competitors

• Trustworthiness domain analysis

• Ideal link location, anchor and landing pages

• Contact webmasters

• Barter links on their websites (with content, link exchange,

$)


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SEO

Guest Blogging• Create content based on targeted keywords

• Offer piece of content with links on third-parties websites

• Follow up on content implementation

Domaining• Buy powerful websites or domain names

• Redirect of build content under the domain name

SEO STRATEGY

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Search Marketing

Identify Keywords• Keywords competition analysis

• Keywords theme selection (highly competitive KWs, low-hanging

fruits, etc.)

Identify Landing Pages to Rank• Meta titles optimization

• Content optimization

• Interlinking optimization

SEO: DO’S & DONT’S

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Search Marketing

Source : SEOmoz Search Ranking Factors 2009

TOP 5 FACTORS

1. Keyword Focused Anchor Text from External Links

2. External Link Popularity (quantity/quality of external links)

3. Diversity of Link Sources (links from many unique root domains)

4. Keyword Use Anywhere in the Title Tag

5. Trustworthiness of the Domain Based on Link Distance from Trusted Domains

TOP 5 NEGATIVE FACTORS

1. Cloaking with Malicious/Manipulative Intent.

2. Link Acquisition from Known Link Brokers/Sellers

3. Links from the Page to Web Spam Sites/Pages

4. Cloaking by User Agent

5. Frequent Server Downtime & Site Inaccessibility

Social Content

Strategy

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SOCIAL CONTENT STRATEGY

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Social Media for SEO

Agenda

• “Social Signals” in SEO

• Sharable Content 101

• Blog – The Social Platform

• Social News Promotions

• Community Outreach


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“Social Signals”

• Social Profiles• Of the brand• Of end Users

• Customer Reviews• Google Places• Facebook Places

• Twitter Activity (tweet, RT, # tags, etc.)

• Facebook Presence

SHARABLE CONTENT 101

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WHO’S SHARING CONTENT?

• Half of consumers share content on a weekly basis

• Over 60% of North Americans research products

online before purchase

• 1 out of 3 use social sites to research products

• 1 out of 4 post comments/reviews about products

they purchased


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WHERE IS CONTENT BEING SHARED?

• Through E-Mail

• Social Networks (Facebook, Twitter, LinkedIn, etc.)

• Social News Sites (Digg, Reddit, StumbleUpon, etc.)

• Websites and Blogs (ranking advantage)


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WHY CONSUMERS SHARE CONTENT

• Useful/Informative

• Interesting

• Unique/Original

• Inspirational

• Funny

• Surprising


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SHARABLE ELEMENTS OF PRODUCT PAGES

PRODUCT ITSELF


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PRODUCT DESCRIPTION


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PRODUCT REVIEWS


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Product Images & Video


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PRICINGIncredible Deals Group Buying

Socializing Product

Pages

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SOCIAL MEDIA APIs

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Social Sharing = Social Signals

• Registration & Logino Access Real User Data

• Choice of Social Featureso Like, Tweet Share, Send, Comment, etc.

• Access to Users’ Social Graphs

SOCIAL MEDIA & DATA MINING

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Facebook Twitter LinkedIn Google Yahoo!

Name X X X X X

Email X X X

Nickname X X X

Photo X X X X X

Profile URL X X X X X

Birthday X X X

Gender X X

Location X X X X X

Social Graph X X X X X

More X X X X

SOCIAL MEDIA APIs – CASE STUDY

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Facebook Connect

• Lollapalooza

o 99% more Page Views

• Gawker

o 45% increase in registrations, week over week

• Joosto 30% more views, 15% more comments, 38%

more invites

A BLOG = YOuR

SOCIAL Hub

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POWER OF BLOGS

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BENEFITS OF BLOGS

• Flexible Platform

• Easy to Optimize (For SEO and SM)

• Naturally Social (Promotes Engagement)

• Branding Opportunities

BLOG – SOCIAL PLATFORM

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SEO Benefits

• Updated Contento Posts, Comments, etc.

• Structured Contento Categories, Tags, Users, RSS Feed, etc.

• Interlinking

BLOG – SOCIAL PLATFORM

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Goals

• “Hub & Spoke” Content Publishingo Blog = Hubo Social Networks = Spokes

• Support SEO Efforts

• Drives Traffic

• Increase User Engagement

Blogs:

Now What?

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SOCIAL NEW PROMOTION

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Goals

• Drive Traffic & Registrations

• Raise Brand Awareness

• Foster User Engagement

• Support SEO• Attract Backlinks• Generation “Social Signals”

SOCIAL NEWS PROMOTION

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Deliverables

• Content Strategyo Keyword Dense Filler Contento Socially Viral Topical Content

• Content Promotiono StumbleUpon, Reddit, Digg, etc… o Facebook & Twitter

• Avg. 100-200 Social Backlinks & 5 – 10k UVs

SOCIAL NEWS PROMOTION – CASE STUDY

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Provider of Hosted Cloud Collaboration Tools

• Blog Post on a viral-friendly subject

• >20,000 Visits over 48 Hours

• >60,000 Visits over 1 Month

• 150,000 Visits to Date

• 124 Comments

• PageRank 3 with hundreds of links

Questions

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Social Media Strategy for Ecommerce

Contact Us

• Site: NVIsolutions.com

• Blog: NVIsolutions.com/blog

• Email: [email protected]

• Twitter: o @NVIo @GuillaumeSEO

Business

Using SEO & Social Media to Sell Cloud Solutions