Seo and Demand Generation

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Learn how Search Engine Optimization (SEO), Demand Generation and Marketing Automation work together in this how-to and best practice presentation.

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Seo and Demand Generation

  1. 1. Search Engine Optimization (SEO) & Demand Generation Alexandra Fisher, Web Marketing Director, Eloqua1 © 2011 Eloqua, Inc. Confidential
  2. 2. Agenda• 4 Demand Generation Best Practices that Support SEO• 5 Ways Demand Generation can Subvert SEO• Fast facts about the Eloqua Platform and SEO2 © 2011 Eloqua, Inc. Confidential
  3. 3. 4 Demand Generation Best Practices that SupportSEO 1) Focus on ROI • In Demand Generation, all leads are NOT created equal • Demand generation best practices require a close look at funnel economics: how much did it cost to generate this lead and how likely is it to close • In Search Engine Optimization, all site visits are NOT created equal • What are the terms that drive revenue?3 © 2011 Eloqua, Inc. Confidential
  4. 4. B2B Marketing Lead Scoring Marketing Automation EloquaLead Management 4 © 2011 Eloqua, Inc. Confidential
  5. 5. 5% 27% B2B Marketing Lead Scoring 11% Marketing Automation 9% Eloqua 25%Lead Management 5 © 2011 Eloqua, Inc. Confidential
  6. 6. 4 Demand Generation Best Practices that SupportSEO 1) Focus on ROI Search Term Google Volume (monthly/local) Eloqua 14,800 Lead Scoring 1,900 Lead Management 22,000 Marketing 12,100 Automation B2B Marketing 22,2006 © 2011 Eloqua, Inc. Confidential
  7. 7. 4 Demand Generation Best Practices that SupportSEO 1) Focus on ROI Search Term Google Site Volume Conversion (monthly/local) Rate Eloqua 14,800 9% Lead Scoring 1,900 27% Lead Management 22,000 25% Marketing 12,100 11% Automation B2B Marketing 22,200 5%7 © 2011 Eloqua, Inc. Confidential
  8. 8. 4 Demand Generation Best Practices that Support SEO 1) Focus on ROITerm Google Site Potential Volume Conversion (monthly/loca l) RateEloqua 14,800 8% 1332Lead Scoring 1,900 27% 513Lead 22,000 25% 5500ManagementMarketing 12,100 11% 1331AutomationB2B 22,200 5% 1110Marketing 8 © 2011 Eloqua, Inc. Confidential
  9. 9. 4 Demand Generation Best Practices that Support SEO Marketing Qualified Lead 1) Focus on ROITerm Google Site Potential Avg. Yield Volume Conversion MQL % (monthly/loca l) RateEloqua 14,800 8% 1332Lead Scoring 1,900 27% 513Lead 22,000 25% 5500ManagementMarketing 12,100 11% 1331AutomationB2B 22,200 5% 1110Marketing 9 © 2011 Eloqua, Inc. Confidential
  10. 10. 4 Demand Generation Best Practices that Support SEO 1) Focus on ROITerm Google Site Potential Avg. Yield Volume Conversion MQL % (monthly/loca l) RateEloqua 14,800 8% 1332 25% 333Lead Scoring 1,900 27% 513 25% 128Lead 22,000 25% 5500 25% 1375ManagementMarketing 12,100 11% 1331 25% 332AutomationB2B 22,200 5% 1110 25% 277Marketing 10 © 2011 Eloqua, Inc. Confidential
  11. 11. Where to get the data• Google AdWords Keyword Tool • Google Analytics/Omniture Conversion Data11 © 2011 Eloqua, Inc. Confidential
  12. 12. 4 Demand Generation Best Practices that SupportSEO 2) Landing Page Optimization12 © 2011 Eloqua, Inc. Confidential
  13. 13. 4 Demand Generation Best Practices that SupportSEO 3) Testing and Optimization13 © 2011 Eloqua, Inc. Confidential
  14. 14. 4 Demand Generation Best Practices that SupportSEO 3) Testing and Optimization14 © 2011 Eloqua, Inc. Confidential
  15. 15. Same headline, WP Offerdifferent offers…OriginalDemo Offer RPM Offer15 © 2011 Eloqua, Inc. Confidential
  16. 16. 4 Demand Generation Best Practices that SupportSEO 3) Testing and Optimization16 © 2011 Eloqua, Inc. Confidential
  17. 17. Same headline, 5% conversion WP Offerdifferent offers…Original 9%Demo Offer conversion 5% RPM Offer conversion17 © 2011 Eloqua, Inc. Confidential
  18. 18. 4 Demand Generation Best Practices that SupportSEO 4) Monitor18 © 2011 Eloqua, Inc. Confidential
  19. 19. 4 Demand Generation Best Practices that SupportSEO 4) Monitor • Track Google positions for hundreds of terms • Track inbound links and link opportunities • Track performance against competitors • Track social signals for key pages: “like”, “plus”, etc. • Make recommendations for critical website updates • Workflow to assign and manage updates • Alerts19 © 2011 Eloqua, Inc. Confidential
  20. 20. 4 Demand Generation Best Practices that SupportSEO 4) Monitor20 © 2011 Eloqua, Inc. Confidential
  21. 21. 4 Demand Generation Best Practices that SupportSEO 4) Monitor21 © 2011 Eloqua, Inc. Confidential
  22. 22. Agenda• 4 Demand Generation Best Practices that Support SEO Choose High ROI Terms Optimize Monitor Conversions Test22 © 2011 Eloqua, Inc. Confidential
  23. 23. 5 Ways Demand Generation can Subvert SEO 1) Easily copy and deploy landing pages • The Eloqua platform makes it super easy to copy an old landing page and re-deploy it • Positives: • Super easy for overworked marketers rolling out new campaigns • Better quality control. Using a tested asset is best • Negatives: • Google can ding you for duplicate content23 © 2011 Eloqua, Inc. Confidential
  24. 24. 5 Ways Demand Generation can Subvert SEO 1) Easily copy and deploy landing pages Dr Pete on SEOMoz, “Duplicate Content in a Post- Panda World” http://www.seomoz.org/blog/24 © 2011 Eloqua, Inc. Confidential
  25. 25. 5 Ways Demand Generation can Subvert SEO 1) Easily copy and deploy landing pages • Since the Panda update (February 2011), duplicate content can effect the rankings on your entire site • Panda was a huge algorithm update aimed at combating “content farms” • Even non-duplicate content can disappear from ranking completely • By default, Eloqua landing pages are search engine crawlable • Set by a generic robots.txt file with landing pages & hypersites25 © 2011 Eloqua, Inc. Confidential
  26. 26. 5 Ways Demand Generation can Subvert SEO 2) Easily copy and deploy landing pages • Good news! • To prevent duplicate content add this meta tag to any duplicate (or close to duplicate) landing page: <meta name="robots" content="noindex,nofollow">26 © 2011 Eloqua, Inc. Confidential
  27. 27. 5 Ways Demand Generation can Subvert SEO Index? Or No Index??? • Every landing page that you allow to be crawled by Google needs to be: • Accurate • Optimized for a certain term • Part of your “information architecture” • Can you get to the page through your main site navigation? • Does it look like your brand? • In general, PURL pages should always be No Index • They are designed to offer a personal experience with dynamic content27 © 2011 Eloqua, Inc. Confidential
  28. 28. 5 Ways Demand Generation can Subvert SEO 2) Creating Unnecessary Subdomains • The Eloqua platform makes it easy to create sub domains like: • Success.eloqua.com • Followtheirlead.eloqua.com • Positives: • The URL supports the overall theme of the campaign • URL is easy to remember28 © 2011 Eloqua, Inc. Confidential
  29. 29. 5 Ways Demand Generation can Subvert SEO 2) Creating Unnecessary subdomains • In SEO it is paramount to create as many inbound links and social signals on your primary website as possible • Google looks for signals that the page is a trusted authority on that topic • In September 2012 Google announced that: • WWW and non-www sites are treated as the same site29 © 2011 Eloqua, Inc. Confidential
  30. 30. 5 Ways Demand Generation can Subvert SEO 2) Creating Unnecessary Subdomains • Use subdomains for content that is somehow different from your core website: • Ecommerce vs. Informational • Long term campaign microsites • Keep them maintained, updated and link to them from your main site • Special audiences • Partners • Customers • SMB30 © 2011 Eloqua, Inc. Confidential
  31. 31. 5 Ways Demand Generation can Subvert SEO 3) Put valuable content behind a form • Positives: • You get additional data on the prospect • Using progressive profiling and other smart form techniques can offer very high conversion rates • It’s not all about SEO… • Negatives: • Every crawl-able asset on your website is a plus for Google • Long tail searches31 © 2011 Eloqua, Inc. Confidential
  32. 32. 5 Ways Demand Generation can Subvert SEO 3) Put valuable content behind a form • Create a content matrix and consistently gate high value content: • Webinars • Whitepapers • Another Idea: Publish the asset fully as HTML, but gate the printable version32 © 2011 Eloqua, Inc. Confidential
  33. 33. 5 Ways Demand Generation can Subvert SEO33 © 2011 Eloqua, Inc. Confidential
  34. 34. 5 Ways Demand Generation can Subvert SEO 4) Keep it short and sweet! • Positives: • Great for HUMANS • Copy should be very short, using bulleted points • Use images wherever possible instead of words • Wow, and videos are even better! • Negatives: • Not so great for SEARCH BOTS • Looking to find in-depth authoritative pages • 300-1000 words34 © 2011 Eloqua, Inc. Confidential
  35. 35. 5 Ways Demand Generation can Subvert SEO 4) Keep it short and sweet, use a lot of images instead of words35 © 2011 Eloqua, Inc. Confidential
  36. 36. 5 Ways Demand Generation can Subvert SEO 4) Keep it short and sweet, use a lot of images instead of words36 © 2011 Eloqua, Inc. Confidential
  37. 37. 5 Ways Demand Generation can Subvert SEO 5) Use way cool html animation (AJAX) to engage the visitor • Positives: • Great for HUMANS • Wow factor • Negatives: • Not so great for SEARCH BOTS • Dynamic websites don’t have a lot of indexable URLs • Sometimes content in Ajax pages is unsearchable37 © 2011 Eloqua, Inc. Confidential
  38. 38. 5 Ways Demand Generation can Subvert SEO 5) Use way cool HTML5/Ajax to engage the visitor38 © 2011 Eloqua, Inc. Confidential
  39. 39. 5 Ways Demand Generation can Subvert SEO39 © 2011 Eloqua, Inc. Confidential
  40. 40. 5 Ways Demand Generation can Subvert SEO40 © 2011 Eloqua, Inc. Confidential
  41. 41. Agenda• 5 Demand Generation Best Practices that Subvert SEO • Duplicate Content • Unnecessary Subdomains • Too Much Gated Content • Too Little Text • Too Much HTML5/Ajax41 © 2011 Eloqua, Inc. Confidential
  42. 42. Fast Facts about Eloqua Platform & SEO• By default all content is crawlable • Use noindex, nofollow to disallow search robots• Eloqua hypersites and landing pages do not have a sitemap.xml file• Meta tags are easy to add• You can customize title tags• In E10 you can have a vanity URL like: • http://eloquaexport.com/MyLandingsPage • instead of the page number42 © 2011 Eloqua, Inc. Confidential

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