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Data.com Connect Presents: Natascha Thomson - Fundamentals of SEO and SMO strategy

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Data.com Connect Presents: Natascha Thomson - Fundamentals of SEO and SMO strategy

  1. 1. CnfidentialMarketingXLerator /ConnectMembers   @ConnectMembers   Data.com   Tweet  your  learnings  using  #ConnectWebinars   or  @ConnectMembers  for  a  chance  to     win  a  special  prize!         Visit  Connect.Data.com     Sign  up  (for  free  )today  and  get  2  free  contacts!  
  2. 2. CnfidentialMarketingXLerator Fundamentals  of  SEO  and  SMO     Natascha  Thomson   CEO,  MarkeHngXLerator   April  16,  2015  
  3. 3. CnfidentialMarketingXLerator Natascha  Thomson   NaThomson@MarkeIngXLerator.com     @NaThomson   +1  (925)  519-­‐8111     Over  15  years  of  B2B  markeHng   experience  in  Global  2000  and   startup  companies.     Customers  include  SAP,  EMC,       Polycom,  SLAP,  Lookingglass.  
  4. 4. CnfidentialMarketingXLerator Quiz       4  
  5. 5. CnfidentialMarketingXLerator 5  
  6. 6. CnfidentialMarketingXLerator 6   Mark  Zuckerberg,  CEO  
  7. 7. CnfidentialMarketingXLerator 7  
  8. 8. CnfidentialMarketingXLerator 8   Larry  Page  &  Sergey  Brin,  Founders  
  9. 9. CnfidentialMarketingXLerator 9  
  10. 10. CnfidentialMarketingXLerator 10   Sheryl  Sandberg,  COO        #LeanIn  
  11. 11. CnfidentialMarketingXLerator 11  
  12. 12. CnfidentialMarketingXLerator 12   Jeff  Weiner,  CEO  
  13. 13. CnfidentialMarketingXLerator 13  
  14. 14. CnfidentialMarketingXLerator 14   Dick  Costolo,  CEO  
  15. 15. CnfidentialMarketingXLerator 15  
  16. 16. CnfidentialMarketingXLerator 16   Reid  Hoffman,  Co-­‐Founder  
  17. 17. CnfidentialMarketingXLerator 1.  SEO   2.  SMO   3.  Inbound  MarkeIng   4.  Keywords   5.  Tools   6.  Strategies  &  TacIcs  for  SEO/SMO  Success     7.  Tools   8.  Measuring  Success   9.  Q&A           17  
  18. 18. CnfidentialMarketingXLerator Search  Engine  OpHmizaHon   (SEO)   18  
  19. 19. CnfidentialMarketingXLerator
  20. 20. CnfidentialMarketingXLerator
  21. 21. CnfidentialMarketingXLerator SEO       “The  process  of  affec.ng  the  visibility  of  a  website   or  page  in  a  search  engine’s  unpaid  results.”             Source:  Wikipedia.org   21  
  22. 22. CnfidentialMarketingXLerator Social  Media  OpHmizaHon   (SMO)   22  
  23. 23. CnfidentialMarketingXLerator SMO       “The  use  of  social  media  outlets  and  communiIes  to  generate  publicity    to  increase  the  awareness  of  a  product,  brand  or  event.“                     Source:  Wikipedia.org   23  
  24. 24. CnfidentialMarketingXLerator The  (Secret)  Ever-­‐Changing   Google  Algorithm   24  
  25. 25. CnfidentialMarketingXLerator Google  Algorithm   Coming  up:     “Star.ng  April  21,  we  will  be  expanding  our  use  of  mobile-­‐ friendliness  as  a  ranking  signal.       This  change  will  affect  mobile  searches  in  all  languages   worldwide  and  will  have  a  significant  impact  in  our  search   results.”         25  
  26. 26. CnfidentialMarketingXLerator “Mobile-­‐Friendliness”  Defined   30  %of    total  traffic  comes  from  mobile   How  much  mobile  traffic  do  YOU  get?     Google  AnalyIcs  .Audience  >  Mobile  >  Overview   •  “Website  soiware  that’s  compaIble  with  mobile  (so  no   Flash,  for  example)   •  Large,  readable  text  without  zooming   •  Content  automaIcally  resizes  to  fit  the  screen  (so  you  don’t   have  to  scroll  horizontally)   •  Large  links  with  plenty  of  space  between  each  so  they  are   easily  tapped’   26  
  27. 27. CnfidentialMarketingXLerator Take  the  “Mobile  -­‐Friendly”  Test   hmps://www.google.com/webmasters/tools/mobile-­‐friendly/     27  
  28. 28. CnfidentialMarketingXLerator Look  at  Your  Own  Site  on  Your  Mobile   28  
  29. 29. CnfidentialMarketingXLerator 29   Inbound  MarkeHng  
  30. 30. CnfidentialMarketingXLerator 30  
  31. 31. CnfidentialMarketingXLerator The  Top  3  Free  &  No-­‐ Brainer  Tools   31  
  32. 32. CnfidentialMarketingXLerator Google.com   Google.com   32  
  33. 33. CnfidentialMarketingXLerator Google.com/Alerts   Google.com/Alerts   33  
  34. 34. CnfidentialMarketingXLerator Other  Tools   X’     34  
  35. 35. CnfidentialMarketingXLerator SEO/SMO   Strategies  &  TacHcs   35  
  36. 36. CnfidentialMarketingXLerator Customer-­‐Centric   •  What  problem  is  your  client  trying  to  solve?   •  What  informaIon  is  he/she  looking  for?   •  What  exact  words  will  they  type  into  the  browser?     36  
  37. 37. CnfidentialMarketingXLerator There  are  over  200  factors  Google  considers  for   their  ranking.     This  presentaIon  will  not  present  the  technical   factors,  e.g.  how  to  opImize  your  website  via   HTML  code,  URL  names  etc.     To  opImize  hire  a  web  master  to  do  that  part.     37  
  38. 38. CnfidentialMarketingXLerator Keywords   38  
  39. 39. CnfidentialMarketingXLerator 39  
  40. 40. CnfidentialMarketingXLerator Keyword  vs.  Long  Tail   40  
  41. 41. CnfidentialMarketingXLerator 41  
  42. 42. CnfidentialMarketingXLerator 42  
  43. 43. CnfidentialMarketingXLerator Keywords     43  
  44. 44. CnfidentialMarketingXLerator Content     IN  CONTEXT    is  King   44  
  45. 45. CnfidentialMarketingXLerator Content   •  Provide  the  right  content  in  the  right  context.   What  does  that  man?   •  Think  “Buyer  Cycle”:   Paste  picture  here.   45  
  46. 46. CnfidentialMarketingXLerator 46  
  47. 47. CnfidentialMarketingXLerator 47  Picture  Source:    via  Crea.veCommons.org  via  Flickr.  
  48. 48. CnfidentialMarketingXLerator Paid   48  
  49. 49. CnfidentialMarketingXLerator Cadence     •  Things  change   49  
  50. 50. CnfidentialMarketingXLerator Tools   50  
  51. 51. CnfidentialMarketingXLerator Measuring  Success   51  
  52. 52. CnfidentialMarketingXLerator SEO  Success  =   •  Improved  Google  Search  Rank   •  Increased  site  traffic   •  Increased  Ime  &  engagement  on  site   •  Increased  conversion  rate   •  Increased  number  of  leads   •  Increased  number  of  closed  deals   •  Improved  User  Experience   52  
  53. 53. Cnfidential MarketingXLerator 53   Q&A  
  54. 54. Cnfidential MarketingXLerator Natascha  Thomson   NaThomson@MarkeIngXLerator.com     @NaThomson   +1  (925)  519-­‐8111   MarkeHngXLerator.com       Over  15  years  of  B2B  markeHng   experience  in  Global  2000  and   startup  companies.     Customers  include  SAP,  EMC,       Polycom,  SLAP,  Lookingglass.  

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