0
Essential Search Marketing Tips
for your Business
Mark Vozzo
Presenter
salesforce.com
Natalie Chrara
Host
salesforce.com
This webinar is based on Mark’s CeBIT session.
http://blogs.salesforce.com/au/2013/06/seo-tips-cebit-slides.html
"no-nonse...
About Me
Mark Vozzo
• +10 years in Digital Marketing
• Started out as a Web Developer & Designer
• Fell in love with searc...
Thanks to those who completed
my Pre-Webinar survey
The majority are managing their sites in-house.
Managed in-house
73%
Outsource to
agency
27%
Who manages your website?
Folks are most interested in Content, Keywords &
Crawling
0
2
4
6
8
10
12
14
16
18
Analytics Keyword
Research
Crawl-abilit...
Agenda
Part 2:
Search Marketing Essentials
Part 1:
About Search Engines
– How do Search Engines work
– Aussie Search Lands...
Part 1:
About
Search Engines
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....
Google has over 200 Ranking Factors
www.searchenginejournal.com/infographic-googles-200-ranking-factors/64316/
Poll Question 2:
Which of the following Search Engines do you
use the most?
(Please select one)
A. Yahoo 2%
B. Google 98%
...
What’s your favourite Search Engine?
“9 out of every 10 searches in Australia happen on Google.”
Source: April 2011- Hitwi...
What is the
difference between
SEM & SEO?
@MarkVozzo
What is SEM vs. SEO?
SEO
Search Engine
Optimisation
(Organic Search):
Paid Search
(PPC or SEM):
Eye Tracking Study
“75%+ of all clicks occur in the Organic (SEO) area, not Paid (SEM) area.”
Source: http://www.slideshar...
What’s so great about having 1st Position?
Position Avg. Click-thru-rate (CTR)*
#1 36.4%
#2 12.5%
#3 9.5%
#4 7.9%
#5 6.1%
...
@MarkVozzo
Keyword Research
Which words do I choose?
Understand your Customers:
Know their Frustrations & Questions
Source Image: http://thematchupszone.files.wordpress.com/20...
The Keyword Research Process
Keywords
entered in the
search box
Keywords
in your
content
Keywords
in
link text
Blogs
Socia...
Keyword Research Tools
in Action
@MarkVozzo
Let’s say you are searching to buy/invest in…
“Real Estate” or “Property”
Poll Question 3:
Which keyword would you type into a search
engine to buy…
Please select one
A. Property 52%
B. Real Estat...
Which are the more popular search terms?
www.google.com/trends
Features:
Compare up to 5
different terms.
Filter for local...
What’s the monthly traffic for keywords?
https://adwords.google.com/o/KeywordTool
Features:
You can compare
beyond 5 keywo...
Keywords Research Tools (Free Tools)
• Bing Keyword Tool: www.bing.com/toolbox/keywords
• Soovle: www.soovle.com
• Wordstr...
@MarkVozzo
Search Engine Spiders .
Can only read plain text .
Can only follow text links .
Image Source
How do I check if my webpages are spider
friendly?
“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 Nu...
A “Crawl-ability” Story
@MarkVozzo
Nice keyword rich content, lovely
images, superb portfolio etc. all built
in Adobe Flash.
Adobe Flash sites looks great, but not so great for
SEO
A few issues with Flash sites:
1) Google can’t crawl inside
propri...
@MarkVozzo
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
MY...
How to optimise
“Content”
to improve rankings and traffic.
Anatomy of the Search Result “Snippet”
Title Tag – First 68 characters
HTML: <title> ... </title>
Description Tag – Focus ...
Google Webmaster Tools helps identify issues
http://www.google.com/webmasters
“A great tool for analyzing HTML Tags to fin...
Google Webmaster Tools
“If you are doing SEO yourself/in-house, invest time in learning how to use Google Webmaster
Tools....
How to manage a SEO project
“SEO is Science + Art. Choose keywords that are popular (the Science part), work the
keywords ...
Thank You!
Presenter: Mark Vozzo
Email: mvozzo@salesforce.com
LinkedIn: linkedin.com/in/markvozzo
Twitter: @markvozzo
Host...
Essential Search Marketing Tips for your Business -Salesforce Webinar (July 2013)
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Essential Search Marketing Tips for your Business -Salesforce Webinar (July 2013)

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Mark Vozzo shares some Search Engine Marketing Tips and Tools to help Aussie Businesses get more traffic and leads from Google Search. It's a great overview of SEO (Search Engine Optimisation) and SEM (Paid Search). It focuses on Content Optimisation, Keyword Research and Crawl-ability.

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Transcript of "Essential Search Marketing Tips for your Business -Salesforce Webinar (July 2013) "

  1. 1. Essential Search Marketing Tips for your Business Mark Vozzo Presenter salesforce.com Natalie Chrara Host salesforce.com
  2. 2. This webinar is based on Mark’s CeBIT session. http://blogs.salesforce.com/au/2013/06/seo-tips-cebit-slides.html "no-nonsense hints and tips“ "The presenter provided valuable information, easy to understand." "This was a complete SEO lesson in 45m"
  3. 3. About Me Mark Vozzo • +10 years in Digital Marketing • Started out as a Web Developer & Designer • Fell in love with search in the 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
  4. 4. Thanks to those who completed my Pre-Webinar survey
  5. 5. The majority are managing their sites in-house. Managed in-house 73% Outsource to agency 27% Who manages your website?
  6. 6. Folks are most interested in Content, Keywords & Crawling 0 2 4 6 8 10 12 14 16 18 Analytics Keyword Research Crawl-ability Content Connections & Links ROI Keep Up-to- date Most Popular Topics
  7. 7. Agenda Part 2: Search Marketing Essentials Part 1: About Search Engines – How do Search Engines work – Aussie Search Landscape – What is SEO & SEM
  8. 8. Part 1: About Search Engines
  9. 9. How Google Works www.google.com/insidesearch/howsearchworks/thestory/
  10. 10. 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: moz.com/google- algorithm-change
  11. 11. Google has over 200 Ranking Factors www.searchenginejournal.com/infographic-googles-200-ranking-factors/64316/
  12. 12. Poll Question 2: Which of the following Search Engines do you use the most? (Please select one) A. Yahoo 2% B. Google 98% C. Bing 0%
  13. 13. What’s your favourite Search Engine? “9 out of every 10 searches in Australia happen on Google.” Source: April 2011- Hitwise
  14. 14. What is the difference between SEM & SEO? @MarkVozzo
  15. 15. What is SEM vs. SEO? SEO Search Engine Optimisation (Organic Search): Paid Search (PPC or SEM):
  16. 16. 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
  17. 17. What’s so great about having 1st 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.”
  18. 18. @MarkVozzo
  19. 19. Keyword Research Which words do I choose?
  20. 20. Understand your Customers: Know their Frustrations & Questions Source Image: http://thematchupszone.files.wordpress.com/2012/04/confused.jpg
  21. 21. The Keyword Research Process Keywords entered in the search box Keywords in your content Keywords in link text Blogs Social Networking sites News sites etc... 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.”
  22. 22. Keyword Research Tools in Action @MarkVozzo
  23. 23. Let’s say you are searching to buy/invest in… “Real Estate” or “Property”
  24. 24. Poll Question 3: Which keyword would you type into a search engine to buy… Please select one A. Property 52% B. Real Estate 48%
  25. 25. Which are the more popular search terms? www.google.com/trends Features: Compare up to 5 different terms. Filter for local Aussie search trends Filter based on your business industry using “Categories” Discover other related terms that you can add to your keyword list.
  26. 26. What’s the monthly traffic for keywords? https://adwords.google.com/o/KeywordTool Features: You can compare beyond 5 keywords Set Country = Australia Search Volume is here, Local Monthly Searches Discover other related terms.
  27. 27. Keywords Research Tools (Free Tools) • Bing Keyword Tool: www.bing.com/toolbox/keywords • Soovle: www.soovle.com • Wordstream: www.wordstream.com/seo-free-trial • Wordtracker: freekeywords.wordtracker.com 32
  28. 28. @MarkVozzo
  29. 29. Search Engine Spiders . Can only read plain text . Can only follow text links . Image Source
  30. 30. How do I check if my webpages are spider friendly? “Another tool that does a similar thing: www.browseo.net ”
  31. 31. 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.”
  32. 32. A “Crawl-ability” Story @MarkVozzo
  33. 33. Nice keyword rich content, lovely images, superb portfolio etc. all built in Adobe Flash.
  34. 34. Adobe Flash sites looks great, but not so great for SEO A few issues with Flash sites: 1) Google can’t crawl inside proprietary Flash content 2) Only 1 page listing in Google (no matter how much content you have). 3) Sites won’t work on iPhone/iPad devices This website only has 1 page in Google’s index.
  35. 35. @MarkVozzo
  36. 36. Ask them. Survey them. Spy on them? Source Image: http://thematchupszone.files.wordpress.com/2012/04/confused.jpg
  37. 37. 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. Setup Google Analytics Site Search.
  38. 38. How to optimise “Content” to improve rankings and traffic.
  39. 39. 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=“…” />
  40. 40. 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…”
  41. 41. Google Webmaster Tools “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.” Watch this video: “Using Webmaster Tools like an SEO ” Give you insights like: - Crawl Error Reports - Page Speed - Broken Link Reports - URL Redirection Issues - And more…
  42. 42. 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>
  43. 43. Thank You! Presenter: Mark Vozzo Email: mvozzo@salesforce.com LinkedIn: linkedin.com/in/markvozzo Twitter: @markvozzo Host: Natalie Chrara Email: nchrara@salesforce.com LinkedIn: linkedin.com/in/natalie-chrara
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