Cloudforce Essentials 2012 - 5 Secrets to Winning in Search
1. My 5 Secrets Tips for Winning in
Search
Learn how to get more traffic from Google
Mark Vozzo, Salesforce.com
Online Manager (APAC)
Head of Inbound and Marketing Operations
Cloudforce Essentials
Hash Tag: #cloudforce
Presenter: @markvozzo
These slides are available on our blog:
http://blogs.salesforce.com/au
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3. About Me
Mark Vozzo @MarkVozzo
• +10 years in Digital Marketing
• Started as a Webmaster & Developer
• Self taught SEO in late 90’s
• Worked in Media, Technology, B2B & B2C
Fairfax Media Microsoft Salesforce
Search Marketing Analyst (News & Search and Online Analytics Online Manager, APAC (Inbound &
Media Group) Manager, ANZ Marketing Ops)
3
4. Agenda
About Search Engines
How do Search Engines work
The Australian Search Landscape
Difference between SEO vs. SEM
My 5 Secrets to Search Success
1. Analytics
2. Keyword Research
3. Crawl-ability
4. Content
5. Connections
BONUS: 6. Free SEO Tools
Q&A
9. How does a Search Engine work?
Search Engine
Website Spider
Web Browser
Search Box
Web Server
Spam Filter
Search App.
Search Results
HTML, Imag ____________________
____________________
es, etc. ____________________
____________________
________________
Index
10. SEM vs. SEO – What‟s the Difference?
SEM - Search
Engine Marketing
(Paid Search/PPC):
SEO - Search
Engine
Optimisation
(Organic Search):
11. Eye Tracking Study
SEM
Paid
SEO Search
Results
Organic Area
Search
Results
Area
“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
12. What‟s so great about Ranking #1?
Position Avg. Click-thru-rate (CTR)*
#1 36.4%
#2 12.5%
#3 9.5%
#4 7.9%
#5 6.1%
#6
x4 4.1%
#7 3.8%
#8 3.5%
#9 3.0%
#10 2.2%
* Source:
http://searchenginewatch.com/article/2049695/Top-Google-
Result-Gets-36.4-of-Clicks-Study
“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.”
14. Web Analytics
Keywords
Content
Crawl-ability Connections
“I like Venn diagrams. Here is my SEO framework to Search Success.”
15. Are you running Web Analytics on your site?
Source: 2010 Australian Web Analytics Survey by Bienalto.com
“Tip: Setup Google.com/Analytics (it‟s free) and use Google.com/tagmanager, it‟s free as well.”
16. What are some important searchmetrics?
- Is SEO Traffic increasing and converting?
- What SEO keywords are driving traffic?
- What % is Search traffic?
“Great SEO will build on itself! If you provide consistent, quality content/posts, this will lead to
natural growth in referrals.”
17. Professional Analytics Help & Advice
Below are a few reputable agencies that I know of:
Panalysis.com - Rod Jacka
Bienalto.com - HurolInan
LovesData.com - Michael Mangold
iZillaSearchAndDisplay.com.au - Marcus Falley
Datalicious.com - Christian Bartens
“These agencies are based in Australia. I know the owners/founders of each consultancy and can highly recommend them.”
21. Understand your Customer‟s
Frustrations & Questions
Source Image: http://thematchupszone.files.wordpress.com/2012/04/confused.jpg
22. The Keywords Research Process
Searchers Search Engines Content External Sites
Blogs
Social
Networking sites
News sites
Keywords Keywords on your web Keywords
entered in the Search pages Used in Links
Box
“The Keyword Research process begins with a clear understanding of your customer, their pain
points/problems and what solutions/products they are searching for.”
24. Let‟s say we want to invest in one of these…
…but what do Aussie’s type into Google… “Property” OR “Real Estate” ?
25. Google Trends (free)
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.
26. What are the most popular search terms?
https://adwords.google.com/o/KeywordTool
Features:
Can compare beyond 5
Keywords.
This tool uses Adwords
data, so use “Exact”
match type for more
accurate SEO traffic.
Discover other related
terms.
27. Some tips on how to expand your keyword set…
Navigation Keywords
Searching for your brand, domain name, office locations
E.g. “Salesforce”, "Salesforce.com“, “Salesforce Sydney Office”
Information Keywords
Searching for solutions and seeking knowledge
E.g. "What is CRM“, "What is Cloud Computing“, “Benefits of SAAS”, “Best
CRM for…”, “How to Setup a CRM System”
Transaction Keywords
Searching with the intent of buying
E.g. "Salesforce Pricing“, “Where to Buy Salesforce”, “How to Buy CRM”
“Put yourself in your customer‟s shoes… What would you type into Google to find your
business? Use the above to help you build out your list of target keywords.”
28. Action List
1. Web Analytics: Setup & Start Measuring.
2. Keywords: What are your Top 10-20 Keywords.
29. Web Analytics
Keywords
Content
Crawl-ability Connections
30. Three C‟s to SEO
Content
(Unique + High
Value)
Crawl-ability
Connections
(Technical +
(Links + Authority)
sitemaps)
31. What is a Search Engine Spider/Crawler/Robot?
Search Engine
Spider
Spam Filter
Search App.
Index
32. Crawl-ability
Search Engines Spiders
Can only read plain text
Can only follow text links
Cannot read words within images
33. How many pages of my site are in Google‟s Index?
Search Engine
Spider
Spam Filter
Search App.
Index
“Rule to Remember: Zero pages indexed = Zero Traffic from SEO.”
34. How many pages of my web site are in
the Search Index?
Advanced Search Operator = [ site:your-domain.com ]
No. of Results:
Google = 2,160
Bing = 561
39. How to fix crawl-ability issues?
1. Build a “Sitemap” page with text links to
all the most important pages of your site.
2. Link to this
“Sitemap” page in
the footer across all
pages of your site
40. Action List
1. Web Analytics: Setup & Start Measuring.
2. Keywords: What are your Top 10-20 Keywords.
3. Crawl-ability: Check web pages are in the index
[site:your-domain.com]
41. Three C‟s to SEO
Content
(Unique + High
Value)
Crawl-ability
Connections
(Technical +
(Links + Authority)
sitemaps)
44. How to Source Content Ideas? Use your Search Box
“Make sure you have content to meet customers needs. Use Internal Search data to identify content gaps.”
46. The Anatomy of a Search Result “Snippet”
Title Tag – 68 Characters Max.
HTML: <title> ... </title>
Description Tag – Focus on the first 160 Characters
HTML: <meta name=“description” content=“…” />
48. Avoid Duplicate Titles and Descriptions
Identical Page
Descriptions.
“Always publish
unique content. If you
have duplicate pages,
Google is only going
to index one URL.”
49. Google Webmaster Tools (Free)
http://www.google.com/webmasters
Duplicate Titles and Meta Description Report
“ All this insight, for free.”
50. How to project manage a SEO project?
List the pages Assign Primary & Work Keywords in to
you want to Secondary Titles & Page Descriptions
optimize. Keywords
“SEO is Science + Art. Choose keywords that are popular (the Science part), work the keyword variations in to sentences that
read well & entice action (the Art part).”
52. Example for a Flash based site
Nice Keyword rich content, lovely
images, superb portfolio etc. all built
in Adobe Flash.
53. Why are Flash Sites a nightmare to SEO?
This website only has
1 page
in Google’s index.
A few reasons not to have a Flash based
website:
1) Google can’t crawl inside
proprietary Flash code
2) Only one chance to be
listed, no matter how much
content you have
3) Your site won’t work on an
iPad
54. Action List
1. Web Analytics: Setup & Start Measuring.
2. Keywords: What are your Top 10-20 Keywords.
3. Crawl-ability: Check web pages are in the index
[site:your-domain.com]
4. Content: Select pages for your SEO project. Assign
keywords, write meta data and content that is unique
& of value.
55. Three C‟s to SEO
Content
(Unique + High
Value)
Crawl-ability
Connections
(Technical +
(Links + Authority)
sitemaps)
56. Links make your website strong
1 Link = 1 Vote
4 types of links:
Internal
Outbound
Inbound
Broken
57. Be careful with whom you engage 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
“You should run from any firm that „guarantees No. 1 rank‟. Google cracks down on businesses that sell links to
game their algorithm.”
66. Action List
1. Web Analytics: Setup & Start Measuring.
2. Keywords: What are your Top 10-20 Keywords.
3. Crawl-ability: Check web pages are in the index
[site:your-domain.com]
4. Content: Select pages for your SEO project. Assign
keywords, write meta data and content that is unique
& of value.
5. Connections: Use keywords in your links. Refrain
from buying links. Fix broken links.
70. Google Webmaster Tools (Free)
http://www.google.com/webmasters
“Remember: Google provide over 90% of all search queries in Australia. Best to leverage their tools.”
71. Google Webmaster Tools (Free)
http://www.google.com/webmasters
Top Pages Report
“This report tells us me often our Top Pages appear in the Search results and are clicked on
(CTR = Click Through Rate).”
72. Google Webmaster Tools (Free)
http://www.google.com/webmasters
Top Keywords Report
“This report tells me the Top Search Queries that resulted in one of our pages appearing in the
Search Results and how many clicks we got.”
73. Google Webmaster Tools (Free)
http://www.google.com/webmasters
Site Performance Report (Site Speed)
“This report tells us how long it takes Google to crawl our site. A “slow” rating would suggest we need to
change hosting providers, upgrade our CMS System/Servers.”
74. Google Webmaster Tools - Help
www.youtube.com/watch?v=tQQmq9X5lQw
Tips
- Subscribe to
GoogleWebmasterHelpYoutube Channel
- Follows these folks at Google:
Matt Cutts @mattcutts
MaileOhye @maileohye
“If you are serious about doing SEO yourself or in house, invest time into learning how to use Google
Webmaster Tools. It could save you $1,000 in SEO agency fees.”
76. Local SEO Help is available…
Stew Art Media - http://stewartmedia.biz
2a/14 Lionel Rd, Mt Waverley, VIC. 3149
Ph: +61 3 8545 5900 @StewArtMedia
Contact: Jim Stewart
FirstClick Consulting - http://www.firstclickconsulting.com
Suite 1.03, 164-168 Greville Street, Prahran, VIC, 3181
Ph: +61 3 9945 8179 @first_click
Contact: Mark Armstrong
78. Action List
1. Web Analytics: Setup & Start Measuring.
2. Keywords: What are your Top 10-20 Keywords.
3. Crawl-ability: Check web pages are in the index
[site:your-domain.com]
4. Content: Select pages for your SEO project.
Assign keywords, write meta data and content that
is unique & of value.
5. Connections: Use keywords in your links. Refrain
from buying links. Fix broken links.
6. BONUS – SEO Tools: Use Google Webmaster Tools
to uncover SEO issues.
79. Question Time
Mark Vozzo
Email: mvozzo@salesforce.com
LinkedIn: linkedin.com/in/markvozzo
Twitter: @markvozzo
Event: #cloudforce
Download slides at: http://blogs.salesforce.com/au
82. Resources: News, Blogs and Consultants
SearchEngineLand.com(News)
SearchEngineWatch.com(News)
Bruce Clay(SEO Consultants)
SEOmoz(SEO Consultants)
SEOToolbar (free) (By Aaron Wall)
83. More Resources: Articles, eBooks and Videos
9 Tips for Writing Effective SEO Content – Marketing Profs
10 Ways to make your business Google Friendly from
Google’s Chief Technology Advocate - SmartCompany
Google’s SEO Starter Guide (PDF Download)
6 Part video on the Google SEO Starter Guide
- Thanks Aussie Web Conversion (Brisbane)
info@aussieweb.com.au
86. Credible Sources that I refer to…
smallbusinesssem.com
@MattMcGee
bruceclay.com/au/seo-hierarchy-of-needs.htm
@BruceClay
“Rely only on reputable sources. I have printouts of these up on my pin board in the office.”
87. Search Engine Ranking Factors
http://seomoz.org/article/search-ranking-factors
Rand Fishkin
www.seomoz.org
@RandFish
“An excellent resource. See what a panel of SEO experts from across the world are seeing.”
88. Search Engine Ranking Factors
http://seomoz.org/article/search-ranking-factors
Rand Fishkin
www.seomoz.org
@RandFish
“An excellent resource. See what a panel of SEO experts from across the world are seeing.”
Editor's Notes
Be careful what to read on the Net about SEO. There are some techniques that could end up hurting your rank rather than helping.
Be careful what to read on the Net about SEO. There are some techniques that could end up hurting your rank rather than helping.