• Like
7 secrets to successful search marketing
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

7 secrets to successful search marketing

  • 4,094 views
Published

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 …

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.

Published in Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
4,094
On SlideShare
0
From Embeds
0
Number of Embeds
11

Actions

Shares
Downloads
68
Comments
2
Likes
3

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 7 Secrets to SearchMarketing Success/in/markvozzo@markvozzoMark VozzoOnline Manager (APAC)salesforce.com
  • 2. Safe harborSafe 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 uncertaintiesmaterialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the resultsexpressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemedforward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial itemsand any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerningnew, 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 newfunctionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in ouroperating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectualproperty and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, ourrelatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of ourservice and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to largerenterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in ourannual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing importantdisclosures 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 currentlyavailable and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions basedupon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-lookingstatements.www.salesforce.com/company/investor/safe-harbor.jsp
  • 3. We love your feedback!bit.ly/salesforcecebit13
  • 4. 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
  • 5. 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.
  • 6. AgendaPart 2:7 Secrets to Search SuccessPart 1:About Search Engines– How do Search Engines work– Aussie Search Landscape– Difference between SEO vs. SEM
  • 7. Part 1:AboutSearch Engines
  • 8. Google’s Algorithm is a Secret
  • 9. How Google Workswww.google.com/insidesearch/howsearchworks/thestory/
  • 10. 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
  • 11. What’s your favourite Search Engine?“9 out of every 10 searches in Australia happen on Google.”Source: April 2011- Hitwise 11
  • 12. What’s thedifference betweenSEM & SEO?@MarkVozzo#SalesforceCeBit
  • 13. SEM vs. SEOSEOSearch EngineOptimisation(Organic Search):SEMSearch EngineMarketing(Paid Search/PPC):13
  • 14. 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
  • 15. 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.”
  • 16. Part 2:7 Secrets toSearch Marketing Success@MarkVozzo#SalesforceCeBit
  • 17. 1. Analytics:2. Keywords:…3. Crawl-ability:…4. Content:…5. Connections:…6. Search ROI:…7. Keep Up-To-Date:…Action List@MarkVozzo#SalesforceCeBit
  • 18. 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.”
  • 19. 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?
  • 20. 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?
  • 21. 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
  • 22. 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
  • 23. Keyword ResearchWhich words do I choose?
  • 24. Understand your Customers:Know their Frustrations & QuestionsSource Image: http://thematchupszone.files.wordpress.com/2012/04/confused.jpg
  • 25. 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
  • 26. Keyword Research Toolsin Action@MarkVozzo#SalesforceCeBit
  • 27. Let’s say I’m searching for one of these…“Real Estate” or “Property”27
  • 28. 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
  • 29. 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
  • 30. 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.com30
  • 31. 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
  • 32. 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/
  • 33. What does my page look like in the eyes ofGoogle’s spider?“Another tool that does a similar thing: www.browseo.net ”
  • 34. 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.”
  • 35. A “Crawl-ability” Story@MarkVozzo#SalesforceCeBit
  • 36. Crawl-ability Story: FuturesMagazine.Asia100’s of articles, but Zero Trafficfrom Search Engines
  • 37. How many pages have been indexed?
  • 38. How did I fix it?@MarkVozzo#SalesforceCeBit
  • 39. 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.
  • 40. 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
  • 41. How do weknow what “Content”customers need?@MarkVozzo#SalesforceCeBit
  • 42. Ask them. Survey them. Spy on them?Source Image: http://thematchupszone.files.wordpress.com/2012/04/confused.jpg
  • 43. 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.”
  • 44. How to optimise“Content”to improve rankings
  • 45. 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=“…” />
  • 46. 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…”
  • 47. 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>
  • 48. 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
  • 49. Links make your website strong .1 Link = 1 Vote .
  • 50. Buying Links:Is there anything wrongwith doing it?@MarkVozzo#SalesforceCeBit
  • 51. 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.
  • 52. Broken Links:Will they affect my rankings?@MarkVozzo#SalesforceCeBit
  • 53. 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
  • 54. The Power ofLink TextThe “Click Here” story@MarkVozzo#SalesforceCeBit
  • 55. Let’s look at sites that link to Adobe’s page…
  • 56. 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
  • 57. 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
  • 58. Here is how I track ROI for every keyword I’mbuying…Please read my blog post: “SEM+CRM=ROI Heaven”
  • 59. 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.
  • 60. SEM ROI (CloudAmp Campaign Tracker on AppExchange)https://appexchange.salesforce.com/listingDetail?listingId=a0N30000009w2tgEAATracks every lead source from Google Adwords.
  • 61. 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
  • 62. 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
  • 63. Subscribe to reputable Search Engine News
  • 64. 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
  • 65. 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
  • 66. In Summary…
  • 67. 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
  • 68. 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
  • 69. Thank You!Mark VozzoEmail: mvozzo@salesforce.comLinkedIn: linkedin.com/in/markvozzoTwitter: @markvozzoEvent: #SalesforceCeBit