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.
7 Secrets to SearchMarketing Success/in/markvozzo@markvozzoMark VozzoOnline Manager (APAC)salesforce.com
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About MeMark Vozzo• +10 years in Digital Marketing• Started as a Web Developer & Designer• Self taught SEO in late 90’s• Worked in Media, Technology, B2B & B2CFairfax MediaSearch Marketing Analyst(News & Media Group)MicrosoftSearch and Online AnalyticsManager, ANZSalesforceOnline Manager, APAC(Inbound & Marketing Ops)@MarkVozzo#SalesforceCeBit
Rate your business1. Rate your level of confidence that allpages of your site are in Googlesindex.1 101 101 102. Rate the SEO tools you are using fortasks like Keyword Research anduncovering SEO issues on your siteetc.3. Rate your ability to measure ROI onyour search marketing.
AgendaPart 2:7 Secrets to Search SuccessPart 1:About Search Engines– How do Search Engines work– Aussie Search Landscape– Difference between SEO vs. SEM
How Google Workswww.google.com/insidesearch/howsearchworks/thestory/
Google Updates (20 algorithm changes in 2011)Source: http://fallingupmedia.com/images/infographics/google-algorithm-2011.jpgTip: For all thelatest Googlealgorithm 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
SEM vs. SEOSEOSearch EngineOptimisation(Organic Search):SEMSearch EngineMarketing(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 theyare looking, they try again with a different keyword.”
Part 2:7 Secrets toSearch Marketing Success@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 metricsSome search metricsthat I’m looking at:Is my SEO traffic increasingmonth on month?Are my goals (Conversions)increasing from SEO trafficsources?What is the share of trafficfrom the different searchengines?
Some important search metricsSearch Keyword Reports:What keywords are driving the most traffic?What keywords are delivering the mostConversions?… more questions you can beanswered 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 consultancyand can recommend them.”Panalysis.com - Rod JackaiZilla SearchAndDisplay.com.au - Marcus FalleyLovesData.com.au - Michael Mangold
Understand your Customers:Know their Frustrations & QuestionsSource Image: http://thematchupszone.files.wordpress.com/2012/04/confused.jpg
The Keywords Research ProcessKeywordsentered in thesearch boxKeywordsin yourcontentKeywordsinlink textBlogsSocial MediasitesNews sitesSearchers Search Engines Content External Sites“The Keyword Research process begins with a clear understanding of your customer, their painpoints/problems and what solutions/products they are searching for.” 25
Keyword Research Toolsin 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/trendsFeatures:Compare up to 5different terms.Filter for Worldwideor Local trendsDiscover otherrelated terms thatyou can add to yourkeyword list.28
What’s the monthly traffic for keywords?https://adwords.google.com/o/KeywordToolFeatures:You can comparebeyond 5 keywordsSet Country = AustraliaSearch Vol. is here,Local Monthly SearchesDiscover other relatedterms.29
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 ofGoogle’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.comNumber 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.Asia100’s of articles, but Zero Trafficfrom Search Engines
Implement a Site Map1. Build a “Site Map” page– Have text links to all the most important pagesof your siteExample: http://www.salesforce.com/au/sitemap.jsp2. Add a “Site Map” linkin the Footer across allpages.
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 weknow 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” dataTop Internal SearchKeywords:Pricing = 220iPad = 135CRM = 126Careers = 124MYOB = 103non-profit = 95Outlook = 80API = 76“Make sure you have content to meet customers needs.Use Internal Search data to identify content gaps/opportunities.”
Anatomy of the Search Result “Snippet”Title Tag – First 68 charactersHTML: <title> ... </title>Description Tag – Focus on the first 160 charactersHTML: <meta name=“description” content=“…” />
Google Webmaster Tools helps identify issueshttp://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 thekeywords in to sentences that read well & entice action (the Art part).”List the pagesyou want tooptimize.Assign Primary &SecondaryKeywordsWrite Keywords into Titles & PageDescriptionsWrite Keywordsin PageHeadings <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 wrongwith 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 @soniasimoneGoogle’s Spam fighters arepenalizing sites that buy links fromshady SEO services or “LinkBuilding” software programs.
Broken Links:Will they affect my rankings?@MarkVozzo#SalesforceCeBit
Google’s Tool reports your broken linkshttp://www.google.com/webmasters“Broken Links = Poor Quality Site Low (or No) Rank”How to get to this report:1) Login2) Click “Health”3) Click “Crawl Errors”4) Click “Not Found”5) Download to Excel
The Power ofLink TextThe “Click Here” story@MarkVozzo#SalesforceCeBit
Let’s look at sites that link to Adobe’s page…
The Adobe page has +13 Million links fromover 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 brokenlinks. 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’mbuying…Please read my blog post: “SEM+CRM=ROI Heaven”
SEO ROI (SEO for Salesforce on AppExchange)http://appexchange.salesforce.com/listingDetail?listingId=a0N300000018rOtEAISEO 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=a0N30000009w2tgEAATracks every lead source from Google Adwords.
Many Apps that connect Adwords & SalesforceRead my blog to see a range of Apps that allow you to seeGoogle Adwords data within Salesforcehttp://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 customers5. Connections: Refrain from buying links. Fix brokenlinks. Use good keywords in your links.6. ROI: Connect Google to Salesforce (AppExchange)7. Keep Up-To-Date:…Action List@MarkVozzo#SalesforceCeBit
Google Webmaster Help and YouTube Videos“If you are doing SEO yourself/in-house, invest time in learning how to use Google WebmasterTools. It could save you $1,000 in SEO consulting fees.”Tips- Subscribe to YouTube Channel:GoogleWebmasterHelp- Watch this video:“Using Webmaster Tools like anSEO ”- Follows these folks at Google:Matt Cutts @mattcutts
Visit our site for SMBs - salesforce.com/au/smb• Popular Add-ons for SMBs• SMB Case StudiesLearn how other SMBs are benefiting from thecloud (you’ll find local Aussie stories here)• Special Demos for SMBs• Free Resources & Guides to helpSmall Businesses
1. Analytics: Setup & Start Measuring.2. Keywords: What are your Top 10-20 Keywords.3. Crawl-ability: Check web pages are being indexed, checkwhat 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 SMBsAction List@MarkVozzo#SalesforceCeBit
Rate your business1. Rate your level of confidence that allpages of your site are in Googlesindex.2. Rate the SEO tools you are using fortasks like Keyword Research anduncovering SEO issues on your siteetc.3. Rate your ability to measure ROI onyour search marketing.1 10@MarkVozzo#SalesforceCeBit1 101 10