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Customer Support and Search Visibility

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  • 1. Proactive Search Marketing VMware and Customer Support Barbara C. Coll CEO, WebMama.com Inc. “ Search Engine Marketing”
  • 2.  
  • 3. Support Comes in Different Flavours Help I can’t install the product! Looking for Customer Support I already know what I am looking for but I can’t find it. Can I talk with somebody please? Has anybody seen this problem today? Give me information now!
  • 4.  
  • 5.
    • Answer the customer’s cry for help/support
    • Minimize Service Requests (in the millions per year)
    • Be proactive
    • Keep customers happy
  • 6.
    • Multiple support resources
    • All pages indexed
    • All pages highly visible
    • All relevant content
    But what does VMware want searchers to see? Where do they want to direct searchers?
  • 7. VMware Internal Survey
    • What would you like to see show up in a searcher’s results if they used these search keywords?
      • Can’t find the company vSphere license
      • How do I install the fusion update
      • My VMware server just crashed
      • VMware support phone number
      • Download VMware fusion
      • VMware tech support
  • 8.  
  • 9. Choices
    • Website content (CMS)
      • Support centers
      • Product information including documentation, release information
      • Technical papers
    • Knowledgebase, usually a different technology platform
    • Tweets (outside)
    • Community, usually a different technology platform
    • Education, Training
  • 10.  
  • 11.  
  • 12.
    • Multiple support resources
    • All pages indexed
    • All pages highly visible
    • All relevant content
    • But what does VMware want searchers to see?
    • Where do they want to direct searchers?
  • 13.  
  • 14.  
  • 15. Success Metrics
    • Service Request #s
    • Support phone calls
    • Website stats
      • Visitors to contact us page
    • KB searches/reads
    • Retweets
    • Peer Responses on communities
  • 16. Influencing the Engines Regardless of what you call a search engine you need to be wherever people are looking for you, your category, your products
    • Categorize the searches by type using referring keyword stats (internal and external)
    • Decide the path you want searchers to take (i.e. away from the contact/support phone number page)
    • Decide when peer-to-peer responses are best
  • 17. Optimization Tactics
    • Matching Content to category of query
      • Static web content
      • Title tags
      • Meta description tags
      • URLs
      • Real-time content
      • User-generated content
    • Internal Linking
      • Tell the engines what you want to have visible
        • i.e. don’t point to contact at every given point
  • 18. Get Visible Dominate the search results Barbara C. Coll, CEO WebMama.com Inc. webmama.com blog.webmama.com Twitter: @webmama