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My 5 Secrets Tips For Winning In Search
 

My 5 Secrets Tips For Winning In Search

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  • I will coming to Melbourne this week to present these slides at #Cloudforce (1 Nov.) Free Registration is available at (but numbers are filling fast): http://www.salesforce.com/au/events/details/ce-melbourne/ If you are planing to be there, I look forward to meeting you. If you can't make it, check out my blog post that accompanies this presentation http://blogs.salesforce.com/au/2012/10/5-tips-to-seo-success.html
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    My 5 Secrets Tips For Winning In Search My 5 Secrets Tips For Winning In Search Presentation Transcript

    • My 5 Secrets Tips for Winning inSearchLearn how to get more traffic from GoogleMark Vozzo, Salesforce.comOnline Manager (APAC)Head of Inbound and Marketing Operations Cloudforce Essentials Hash Tag: #cloudforce Presenter: @markvozzo Slides will be posted on our blog: http://blogs.salesforce.com/au
    • Safe harbor Safe 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 uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, 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 new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2012. This documents and others containing important disclosures 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 currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
    • 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 Search and Online Analytics Online Manager, APAC (News & Media Group) Manager, ANZ (Inbound & Marketing Ops) 3
    • 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
    • AboutSearch Engines
    • Looks simple… but a lot is happening behindthe search box… Google’s Algorithm is a Secret It looks at 200+ factors Is Updated Frequently
    • Search Engine Market Share in Australia “Google dominates with 9 out of every 10 searches in Australia.” Source: April 2011- Hitwise
    • How doSearch Engines Work?
    • How does a Search Engine work? Search EngineWebsite Spider Web Browser Search BoxWeb Server Spam Filter Search App. Search Results HTML, ________________ Images, ________________ ________________ ________________ etc. ________________ ________________ Index
    • SEM vs. SEO – What’s the Difference?SEM - SearchEngineMarketing (PaidSearch/PPC):SEO - SearchEngineOptimisation(OrganicSearch):
    • Eye Tracking Study SEM Paid SearchSEO Results AreaOrganicSearchResults 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
    • What’s so great about Ranking #1? Position Avg. 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.”
    • SEOMy 5 Secrets Tips
    • Web Analytics Keywords Content Crawl- Connections ability“I like Venn diagrams. Here is my SEO framework to Search Success.”
    • 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.”
    • What are some important search metrics?- 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.”
    • Professional Analytics Help & AdviceBelow are a few reputable agencies that I know of:Panalysis.comBienalto.comLovesData.comiZilla – SearchAndDisplay.com.auDatalicious.com “These agencies are based in Australia. I know the owners/founders of each consultancy and can highly recommend them.”
    • Action List1. Web Analytics: Setup & Start Measuring.
    • Web Analytics  Keywords ContentCrawl- Connectionsability
    • Keyword ResearchWhich words do I use?
    • Understand your Customer’s Frustrations & QuestionsSource Image: http://thematchupszone.files.wordpress.com/2012/04/confused.jpg
    • The Keywords Research Process Searchers Search Engines Content External Sites Blogs Social Networking sites News sites Keywords Keywords on Keywords entered in the your web pages Used in Links Search 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.”
    • My‘Keyword Research’ Story
    • Let’s say I want to buy one of these… Do I search for “Property” OR “Real Estate” ?
    • 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.
    • 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.
    • Google’s Auto-Suggest provides some cluesas to what are some popular search terms vs. “Google is focussed on providing a great user experience, hence it tries to predict what the user is searching for with the aim of getting them there faster.”
    • 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.”
    • Action List1. Web Analytics: Setup & Start Measuring.2. Keywords: What are your Top 10-20 Keywords.
    • Web Analytics  Keywords  ContentCrawl- Connectionsability
    • Three C’s to SEO Content (Unique + High Value) Crawl-ability (Technical + Connections sitemaps) (Links + Authority)
    • How does a Search Engine work? Search Engine Spider Spam Filter Search App. Index
    • Crawl-ability Search Engines Spiders Can only read plain text Can only follow text links Cannot read words within images
    • How does a Search Engine work? Search Engine Spider Spam Filter Search App. Index “Rule to Remember: Zero pages indexed = Zero Traffic from SEO.”
    • How many pages of my web site are inthe Search Index?Advanced Search Operator = [ site:your-domain.com ] No. of Results: Google = 2,160 Bing = 561
    • A“Crawl-ability” Story
    • Crawl-ability Story: FuturesMagazine.Asia 100’s of articles, Zero Traffic from Search Engines
    • How many pages have been indexed?
    • How did I fix it?
    • 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
    • Action List1. 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]
    • Three C’s to SEO Content (Unique + High Value) Crawl-ability (Technical + Connections sitemaps) (Links + Authority) 
    • Meet customers needs
    • How do I know whatmy customer’s need?
    • Source Content Ideas from your Search BoxTop 5Keywords:Pricing = 220,Price = 149,iPad = 135,CRM = 126,Careers = 124 “Use Internal Search data to identify Content gaps. Make sure you have content to meet customers needs.”
    • Meet customers needs Optimised Meta Tags
    • 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=“…” />
    • Meet customers needs Optimised Meta Tags Unique
    • 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.”
    • Google Webmaster Tools (Free)http://www.google.com/webmastersDuplicate Titles and Meta Description Report “ All this insight, for free.”
    • How to track & manage a SEO project?List the pages Assign Primary Work Keywords inyou want to & Secondary to Titles / Pageoptimize. Keywords Descriptions “SEO is Science + Art. Choose keywords that are popular (the science), work the keyword variations in to sentences that read well & entice action (the art).”
    • Meet customers needs Optimised Meta Tags Unique Avoid Adobe Flash
    • Example for a Flash based siteNice Keyword rich content,lovely images, superb portfolioetc. all built in Adobe Flash.
    • 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
    • Action List1. 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.
    • Three C’s to SEO Content (Unique + High Value)  Crawl-ability (Technical + Connections sitemaps) (Links + Authority) 
    • Links make your website strong 1 Link = 1 Vote 4 types of links: Internal Outbound Inbound Broken
    • 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.”
    • The power of Link TextThe “Click Here” Story
    • How are people linking to Adobe’s page…
    • 13 Million Inbound Links across 535K domains “Look at the keywords used in links to your website.”
    • How to check forBroken Links
    • Google Webmaster Tools (Free)http://www.google.com/webmastersURL Errors Report – “Not Found” “Broken Links = Poor Quality Site  Low (or No) Ranking”
    • Web Analytics  Keywords   ContentCrawl- Connections  ability
    • Action List1. 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.
    • SEO ToolsSome of my favourite & free SEO tools?
    • Check your Links (and your competitors)www.OpenSiteExplorer.com or www.backlinkwatch.com
    • Competitor Backlink Analysis
    • Google Webmaster Tools (Free)http://www.google.com/webmasters “Tip: Leverage the tools Google provide as they have over 90% search query share in Australia.”
    • Google Webmaster Tools (Free)http://www.google.com/webmastersTop Pages Report “This report tells us me often our Top Pages appear in the Search results and are clicked on (CTR = Click Through Rate).”
    • Google Webmaster Tools (Free)http://www.google.com/webmastersTop 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.”
    • Google Webmaster Tools (Free)http://www.google.com/webmastersSite 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.”
    • Google Webmaster Tools - Helpwww.youtube.com/watch?v=tQQmq9X5lQw Tips - Subscribe to GoogleWebmasterHelp Youtube Channel - Follows these folks at Google Matt Cutts @mattcutts Maile Ohye @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.”
    • SEO for Salesforcehttp://appexchange.salesforce.com/listingDetail?listingId=a0N300000018rOtEAISEO for Salesforce helps you identify which keywords will drive revenue, and helps you get to thetop of search engines. More importantly, robust reporting makes it easy to show how SEO impactsyour company’s bottom line.
    • To Sum Up…
    • Action List1. 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. Tools: Use Google Webmaster Tools to uncover SEO issues. Use OpenSiteExplorer.com to check Backlinks.
    • Question Time Mark Vozzo Email: mvozzo@salesforce.com LinkedIn: linkedin.com/in/markvozzo Twitter: @markvozzo Download slides at: http://blogs.salesforce.com/au
    • Resources
    • Resources: News, Blogs and ConsultantsSearchEngineLand.com (News)SearchEngineWatch.com (News)Bruce Clay (SEO Consultants)SEOmoz (SEO Consultants)SEOToolbar (free) (By Aaron Wall)
    • More Resources: Articles, eBooks and Videos9 Tips for Writing Effective SEO Content – Marketing Profs10 Ways to make your business Google Friendly from Google’s Chief Technology Advocate - SmartCompanyGoogle’s SEO Starter Guide (PDF Download)6 Part video on the Google SEO Starter Guide- Thanks Aussie Web Conversion (Brisbane) info@aussieweb.com.au
    • Want to learn more… Free 10 Week Course http://www.stayonsearchc ourse.com/signup.php
    • Who to trust?Be careful what you read about SEO…
    • 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.”
    • Search Engine Ranking Factorshttp://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.”
    • Search Engine Ranking Factorshttp://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.”