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If done right, small businesses can use search engines like Google to get in front of more customers and prospects than ever before. Are you using Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) to drive new business? Help your customers find you, and get your website to the top of the list, with these essential tips for SEO and SEM.
Citation preview
7 Secrets to Search
Marketing Success
/in/markvozzo
@markvozzo
Mark Vozzo
Online Manager (APAC)
salesforce.com
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About Me
Mark Vozzo
• +10 years in Digital Marketing
• Started as a Web Developer & Designer
• Self taught SEO in late 90’s
• Worked in Media, Technology, B2B & B2C
Fairfax Media Search Marketing Analyst
(News & Media Group)
Microsoft Search and Online Analytics
Manager, ANZ
Salesforce Online Manager, APAC
(Inbound & Marketing Ops)
@MarkVozzo #SalesforceCeBit
Rate your business
1. Rate your level of confidence that all
pages of your site are in Google's
index.
1 10
1 10
1 10
2. Rate the SEO tools you are using for
tasks like Keyword Research and
uncovering SEO issues on your site
etc.
3. Rate your ability to measure ROI on
your search marketing.
Agenda
Part 2:
7 Secrets to Search Success Part 1:
About Search Engines – How do Search Engines work
– Aussie Search Landscape
– Difference between SEO vs. SEM
Part 1:
About
Search Engines
Google’s Algorithm is a Secret .
How Google Works www.google.com/insidesearch/howsearchworks/thestory/
Google Updates (20 algorithm changes in 2011)
Source: http://fallingupmedia.com/images/infographics/google-algorithm-2011.jpg
Tip: For all the
latest Google
algorithm changes:
http://www.seomoz.
org/google-
algorithm-change
What’s your favourite Search Engine?
“9 out of every 10 searches in Australia happen on Google.” Source: April 2011- Hitwise 11
What’s the
difference between
SEM & SEO?
@MarkVozzo #SalesforceCeBit
SEM vs. SEO
SEO
Search Engine
Optimisation
(Organic Search):
SEM
Search Engine
Marketing
(Paid Search/PPC):
13
Eye Tracking Study
“75%+ of all clicks occur in the Organic (SEO) area, not Paid (SEM) area.” Source: http://www.slideshare.net/randfish/seo-for-food-bloggers-2012
What’s so great about having #1 Position?
Position Avg. Click-thru-rate (CTR)*
#1 36.4%
#2 12.5%
#3 9.5%
#4 7.9%
#5 6.1%
#6 4.1%
#7 3.8%
#8 3.5%
#9 3.0%
#10 2.2%
x4
“90% of all clicks happen on the 1st page of Google results. If a user doesn’t find what they
are looking, they try again with a different keyword.”
Part 2:
7 Secrets to
Search Marketing Success
@MarkVozzo #SalesforceCeBit
1. Analytics: 2. Keywords:… 3. Crawl-ability:… 4. Content:… 5. Connections:… 6. Search ROI:… 7. Keep Up-To-Date:…
Action List @MarkVozzo
#SalesforceCeBit
Are you running Web Analytics on your site?
Source: 2010 Australian Web Analytics Survey by Bienalto.com
“The majority of Aussie SMEs are using Google Analytics.”
Some important search metrics
Some search metrics
that I’m looking at:
Is my SEO traffic increasing
month on month?
Are my goals (Conversions)
increasing from SEO traffic
sources?
What is the share of traffic
from the different search
engines?
Some important search metrics
Search Keyword Reports:
What keywords are driving the most traffic?
What keywords are delivering the most
Conversions?
… more questions you can be
answered with analytics:
Share of Traffic Reports:
How much traffic am I getting from each channel
(Search vs. Type/Bookmarked vs. Referral Traffic)?
What’s the Conversion rate based on traffic source?
Seek Professional Analytics Help & Advice
“These agencies are based in Australia. I know the owners/founders of each consultancy
and can recommend them.”
Panalysis.com - Rod Jacka
iZilla SearchAndDisplay.com.au - Marcus Falley
LovesData.com.au - Michael Mangold
1. Analytics: Setup & Start Measuring. 2. Keywords:… 3. Crawl-ability:… 4. Content:… 5. Connections:… 6. Search ROI:… 7. Keep Up-To-Date:…
Action List @MarkVozzo
#SalesforceCeBit
Keyword Research Which words do I choose?
Understand your Customers:
Know their Frustrations & Questions
Source Image: http://thematchupszone.files.wordpress.com/2012/04/confused.jpg
The Keywords Research Process
Keywords
entered in the
search box
Keywords
in your
content
Keywords
in
link text
Blogs
Social Media
sites
News sites
Searchers Search Engines Content External Sites
“The Keyword Research process begins with a clear understanding of your customer, their pain
points/problems and what solutions/products they are searching for.” 25
Keyword Research Tools
in Action
@MarkVozzo #SalesforceCeBit
Let’s say I’m searching for one of these…
“Real Estate” or “Property” 27
Which are the more popular search terms? www.google.com/trends
Features:
Compare up to 5
different terms.
Filter for Worldwide
or Local trends
Discover other
related terms that
you can add to your
keyword list.
28
What’s the monthly traffic for keywords? https://adwords.google.com/o/KeywordTool
Features:
You can compare
beyond 5 keywords
Set Country = Australia
Search Vol. is here,
Local Monthly Searches
Discover other related
terms.
29
Keywords Research Tools (Free Tools)
• Bing Keyword Tool: http://www.bing.com/toolbox/keywords
• Soovle: http://www.soovle.com
• Wordstream: http://www.wordstream.com/seo-free-trial
• Wordtracker: https://freekeywords.wordtracker.com
30
1. Analytics: Setup & Start Measuring. 2. Keywords: What are your Top 10-20 Keywords. 3. Crawl-ability:… 4. Content:… 5. Connections:… 6. Search ROI:… 7. Keep Up-To-Date:…
Action List @MarkVozzo
#SalesforceCeBit
Search Engine Spiders .
Can only read plain text .
Can only follow text links .
Can’t read words in images .
Image Source: http://godswalkathon.wordpress.com/2011/02/06/beware-of-spider-web/
What does my page look like in the eyes of
Google’s spider?
“Another tool that does a similar thing: www.browseo.net ”
How many pages of my site are in Google?
Advanced Search Operator - site:your-domain-here.com
Number of Pages in Google Number of Pages in Bing
“Rule to Remember: Zero pages indexed = Zero Traffic from SEO.”
A “Crawl-ability” Story
@MarkVozzo #SalesforceCeBit
Crawl-ability Story: FuturesMagazine.Asia
100’s of articles, but Zero Traffic
from Search Engines
How many pages have been indexed?
How did I fix it?
@MarkVozzo #SalesforceCeBit
Implement a Site Map
1. Build a “Site Map” page
– Have text links to all the most important pages
of your site Example: http://www.salesforce.com/au/sitemap.jsp
2. Add a “Site Map” link
in the Footer across all
pages.
1. Analytics: Setup & Start Measuring. 2. Keywords: What are your Top 10-20 Keywords. 3. Crawl-ability: Check web pages are being indexed,
check what they look like to the search engines. 4. Content:… 5. Connections:… 6. Search ROI:… 7. Keep Up-To-Date:…
Action List @MarkVozzo
#SalesforceCeBit
How do we
know what “Content”
customers need?
@MarkVozzo #SalesforceCeBit
Ask them. Survey them. Spy on them?
Source Image: http://thematchupszone.files.wordpress.com/2012/04/confused.jpg
Look at your “Internal Site Search” data
Top Internal Search
Keywords:
Pricing = 220
iPad = 135
CRM = 126
Careers = 124
MYOB = 103
non-profit = 95
Outlook = 80
API = 76
“Make sure you have content to meet customers needs.
Use Internal Search data to identify content gaps/opportunities.”
How to optimise
“Content” to improve rankings
Anatomy of the Search Result “Snippet”
Title Tag – First 68 characters
HTML: <title> ... </title>
Description Tag – Focus on the first 160 characters
HTML: <meta name=“description” content=“…” />
Google Webmaster Tools helps identify issues http://www.google.com/webmasters
“A great tool for analyzing HTML Tags to find Duplicate or Missing Titles & Meta Descriptions & more…”
How to manage a SEO project
“SEO is Science + Art. Choose keywords that are popular (the Science part), work the
keywords in to sentences that read well & entice action (the Art part).”
List the pages
you want to
optimize.
Assign Primary &
Secondary
Keywords
Write Keywords in
to Titles & Page
Descriptions
Write Keywords
in Page
Headings <H1>
1. Analytics: Setup & Start Measuring. 2. Keywords: What are your Top 10-20 Keywords. 3. Crawl-ability: Check web pages are being indexed,
check what they look like to the search engines. 4. Content: Write content of value to your customers,
Select 10 pages & assign keywords, write titles/desc. 5. Connections:… 6. Search ROI:… 7. Keep Up-To-Date:…
Action List @MarkVozzo
#SalesforceCeBit
Links make your website strong .
1 Link = 1 Vote .
Buying Links:
Is there anything wrong
with doing it?
@MarkVozzo #SalesforceCeBit
Be very careful who you deal with…
“Frankly, no SEO at all is better than using one of the ‘quick and cheap’ SEO services.” Source: http://www.copyblogger.com/dangerous-seo @soniasimone
Google’s Spam fighters are
penalizing sites that buy links from
shady SEO services or “Link
Building” software programs.
Broken Links:
Will they affect my rankings?
@MarkVozzo #SalesforceCeBit
Google’s Tool reports your broken links http://www.google.com/webmasters
“Broken Links = Poor Quality Site Low (or No) Rank”
How to get to this report:
1) Login
2) Click “Health”
3) Click “Crawl Errors”
4) Click “Not Found”
5) Download to Excel
The Power of
Link Text The “Click Here” story
@MarkVozzo #SalesforceCeBit
Let’s look at sites that link to Adobe’s page…
The Adobe page has +13 Million links from
over 535,000 domains
“Look at the keywords used in links to your site. You should avoid terms like ‘Click here’ in links.”
http://www.opensiteexplorer.org
1. Analytics: Setup & Start Measuring. 2. Keywords: What are your Top 10-20 Keywords. 3. Crawl-ability: Check web pages are being indexed,
check what they look like to the search engines. 4. Content: Write content of value to your customers,
Select 10 pages & assign keywords, write titles/desc. 5. Connections: Refrain from buying links. Fix broken
links. Use good keywords in your links. 6. Search ROI:… 7. Keep Up-To-Date:…
Action List @MarkVozzo
#SalesforceCeBit
Here is how I track ROI for every keyword I’m
buying… Please read my blog post: “SEM+CRM=ROI Heaven”
SEO ROI (SEO for Salesforce on AppExchange)
http://appexchange.salesforce.com/listingDetail?listingId=a0N300000018rOtEAI
SEO for Salesforce helps you identify which keywords will drive revenue, and helps you get to the top of search engines. More importantly,
robust reporting makes it easy to show how SEO impacts your company’s bottom line.
SEM ROI (CloudAmp Campaign Tracker on AppExchange)
https://appexchange.salesforce.com/listingDetail?listingId=a0N30000009w2tgEAA
Tracks every lead source from Google Adwords.
Many Apps that connect Adwords & Salesforce Read my blog to see a range of Apps that allow you to see
Google Adwords data within Salesforce http://blogs.salesforce.com/au/2013/05/salesforce-adwords-connect.html
1. Analytics: Setup & Start Measuring. 2. Keywords: What are your Top 10-20 Keywords. 3. Crawl-ability: Check web pages are being indexed,
check what they look like to the search engines. 4. Content: Select top pages for SEO. Assign keywords,
write meta data & content of value to customers 5. Connections: Refrain from buying links. Fix broken
links. Use good keywords in your links. 6. ROI: Connect Google to Salesforce (AppExchange) 7. Keep Up-To-Date:…
Action List @MarkVozzo
#SalesforceCeBit
Subscribe to reputable Search Engine News
Google Webmaster Help and YouTube Videos
“If you are doing SEO yourself/in-house, invest time in learning how to use Google Webmaster
Tools. It could save you $1,000 in SEO consulting fees.”
Tips - Subscribe to YouTube Channel:
GoogleWebmasterHelp
- Watch this video:
“Using Webmaster Tools like an
SEO ”
- Follows these folks at Google:
Matt Cutts @mattcutts
Visit our site for SMBs - salesforce.com/au/smb
• Popular Add-ons for SMBs
• SMB Case Studies Learn how other SMBs are benefiting from the
cloud (you’ll find local Aussie stories here)
• Special Demos for SMBs
• Free Resources & Guides to help
Small Businesses
In Summary…
1. Analytics: Setup & Start Measuring.
2. Keywords: What are your Top 10-20 Keywords.
3. Crawl-ability: Check web pages are being indexed, check what they look like to the search engines.
4. Content: Write content this is of value to your customers, Select 10 pages & assign keywords, write titles/descr.
5. Connections: Refrain from buying links. Fix broken links. Use good keywords in your links.
6. ROI: Connect Google to Salesforce (AppExchange)
7. Keep Up-To-Date: Subscribe to Search Engine News sites & YouTube, Visit Salesforce’s site for SMBs
Action List @MarkVozzo
#SalesforceCeBit
Rate your business
1. Rate your level of confidence that all
pages of your site are in Google's
index.
2. Rate the SEO tools you are using for
tasks like Keyword Research and
uncovering SEO issues on your site
etc.
3. Rate your ability to measure ROI on
your search marketing.
1 10
@MarkVozzo #SalesforceCeBit
1 10
1 10
Thank You!
Mark Vozzo Email: [email protected]
LinkedIn: linkedin.com/in/markvozzo
Twitter: @markvozzo
Event: #SalesforceCeBit