Using SEO & Social Media to Sell Cloud Solutions


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Cloud solutions have become one of the fastest growing verticals in IT, but how do you make sure you stand out from the crowd? In this session, we explore how resellers can leverage two of the most targeted channels to attract targeted leads and grow their business: SEO and social media.

SEO offers the highest ROI of all online channels because it allows you to target users by their search intent and allows you to build long-term equity. We will explore the three facets of SEO: indexability, relevancy and popularity. Attendees will get a firm grasp of:
- The principles of on-site SEO
- Common SEO pitfalls
- Competitive SEO intelligence
- Advanced linkbuilding and Off-site SEO tactics

Social Media offers a variety of way to target and engage users, bring them down the sales funnel, and retain them as customers. Attendees will learn how to develop a social strategy that supports their ROI. Specifically, we will explore:
- Social content strategy and promotion
- Social media for SEO
- Facebook marketing tactics

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  • Search offers “ INTENTIONAL TARGETING ” because users are actively looking for your products/services. They are a much more qualified lead.
  • Emphasize how >2% Keyword density reads awkwardly, so using Headers is REALLY IMPORTANT for beefing up KW density without ruining content.
  • Signals from REAL HUMANS E asy to maintain The NEW Blog
  • H ark back to SEO content on Product Pages Trust their friends before a random site UGC about YOUR products is being shared
  • 250 words min people link to where they find the most info G et the Tweeted & Liked to rank better
  • - Reviews good for ranking – e.g. Amazon
  • S elling through volume People will share for a deal M ore of an expectation = new style of buying
  • Using SEO & Social Media to Sell Cloud Solutions

    1. 1. USING SEO & Social MEDIA tO Sell Cloud Solutions <ul><li>Ingram Micro Cloud Summit 2011 </li></ul>
    2. 2. CLOUD SUMMIT 2011 <ul><li>Using SEO & Social Media to Sell Cloud Solutions </li></ul><ul><li>Agenda </li></ul><ul><li>W h y SEO? </li></ul><ul><li>Onsite & Offsite SEO </li></ul><ul><li>Social Content Strategy </li></ul><ul><ul><li>Shareable Content 101 </li></ul></ul><ul><ul><li>Social Platforms </li></ul></ul><ul><ul><li>Social News Promotion </li></ul></ul>
    3. 3. Why SEO?
    4. 4. THE SEO & PPC MISMATCH <ul><li>Search Marketing </li></ul><ul><li>The Traffic Mismatch </li></ul><ul><li>“ 7.3x more traffic in SEO vs PPC ” </li></ul><ul><li>Reality vs Opportunity </li></ul><ul><li>More long tail & overall traffic from SEO </li></ul><ul><li>More targeted conversion funnel compared to PPC </li></ul><ul><li>Both very dependent on Google algorithms </li></ul><ul><li>The Budget Mismatch: </li></ul><ul><li>“ More than 85% is invested in PPC ” </li></ul><ul><li>Reality vs Opportunity </li></ul><ul><li>PPC is Easier to setup </li></ul><ul><li>PPC has no competitive advantage </li></ul><ul><li>SEO is knowledge & momentum </li></ul>Source : Enquisite 2010.
    5. 5. FORECAST : US INTERACTIVE SPEND FROM 2009 – 2014 <ul><li>Search Marketing </li></ul>Source : Forrester ’ s Interactive Advertising Models, 4/09 and 10/08 (US only) .
    6. 6. SEO SEEN AS MOST EFFECTIVE IN GENERATING CONVERSIONS <ul><li>Search Marketing </li></ul>Most effective digital marketing tools for generating conversations Source: © C opyright FORBES 2009
    7. 7. SEO & PPC ARE THE MOST EFFECTIVE TACTICS WHEN IT COMES TO RESULT ACHIEVEMENT <ul><li>Search Marketing </li></ul>Results vs. expectations for digital marketing compaigns Source: © C opyright FORBES 2009
    8. 8. Search Behavior & “ Intentional ” Targeting
    9. 9. SEARCH BEHAVIOUR <ul><li>Search Marketing </li></ul><ul><li>Intentional Targeting </li></ul><ul><li>Search Users are Pre-Qualified </li></ul><ul><li>They are Actively Searching for Products/Services </li></ul><ul><li>They are already in t he Sales Funnel </li></ul>
    10. 10. SEARCH BEHAVIOUR <ul><li>Search Marketing </li></ul><ul><li>Ranking “ Above the Fold ” </li></ul><ul><li>73% don ’ t go past 1 st page </li></ul><ul><li>71% don ’ t go past first 5 results </li></ul><ul><li>10% click on the 3 rd result </li></ul><ul><li>4.5% click on the 5 th result </li></ul>
    11. 11. SEO “101” <ul><li>Search Marketing </li></ul><ul><li>Removing any hurdle to the crawlers is key for a perfect indexation </li></ul><ul><li>Map your site architecture in accordance with semantic verticals to reach ideal relevancy </li></ul><ul><li>Balance the q uantity, quality, aging & regularity of your linkgraph to maximize popularity </li></ul>INDEXATION + RELEVANCY + POPULARITY
    12. 12. ONSITE SEO <ul><li>Search Marketing </li></ul><ul><li>Overview </li></ul><ul><li>Step 1: SEO Audit </li></ul><ul><ul><li>Indexation </li></ul></ul><ul><li>Step 2: Keywords Research & Onsite SEO </li></ul><ul><ul><li>Relevancy </li></ul></ul><ul><li>Step 3: Offsite SEO </li></ul><ul><ul><li>Popularity </li></ul></ul>
    13. 13. ONSITE SEO <ul><li>Search Marketing </li></ul><ul><li>An ongoing review of all the site ’s structural issues and content opportunities </li></ul><ul><li>301s redirects </li></ul><ul><li>Interlinking </li></ul><ul><li>Content Strategy </li></ul><ul><li>Ongoing site reviews </li></ul><ul><li>Follow up on previous suggested recommendations </li></ul>What Why <ul><li>To make sure your web site will naturally rank well in search engines </li></ul><ul><li>To prevent any new release on the site from hurting existing momentum </li></ul><ul><li>To ensure all content opportunities are maximized and well optimized for SEO </li></ul>How Deliverables
    14. 14. IN-DEPTH SEO SITE REVIEW <ul><li>Search Marketing </li></ul><ul><li>A full audit of all SEO related issues to be fixed on your site </li></ul><ul><li>By having a look at: server issues, indexation issues, site architecture, on-page recommandations, off-site factors,… </li></ul><ul><li>Document summary </li></ul><ul><li>A list of high, medium, and low priority actions </li></ul><ul><li>Details about suggested modifications </li></ul>What Why <ul><li>To address the search engine friendliness of your site(s) </li></ul><ul><li>To present an assessment of any technical issues that currently exist on your site </li></ul><ul><li>To provide an explanation of the steps we will need to take in order to optimize </li></ul>How Deliverables
    15. 15. keyword research <ul><li>Search Marketing </li></ul><ul><li>A relevant selection of the best combinations of keywords for your site and industry </li></ul><ul><li>With search volume data provided by Google Keyword tool and other tools </li></ul><ul><li>List of best keywords associated with themes and sections/sub-sections/pages of your pages </li></ul><ul><li>Full list of keywords with search volume data, separated by themes </li></ul><ul><li>A suggested sitemap with URLs, meta descriptions, page titles & targeted keywords to optimize to all associated pages </li></ul>What Why <ul><li>To understand where your site traffic to your web site </li></ul><ul><li>To understand which keywords have best search volume & conversion potential </li></ul>How Deliverables
    16. 16. keyword research <ul><li>Search Marketing </li></ul><ul><li>Google Adwords Tool </li></ul><ul><li>Estimated Competition </li></ul><ul><li>Global Search Volume </li></ul><ul><li>Local Search Volume </li></ul><ul><li>Average CPC </li></ul>
    17. 17. OnSITE SEO <ul><li>Search Marketing </li></ul><ul><li>The 3 Basics of Onsite SEO </li></ul><ul><li>Page Titles </li></ul><ul><li>Meta Descriptions </li></ul><ul><li>Page Copy / Content </li></ul>
    18. 18. OnSITE SEO <ul><li>Search Marketing </li></ul>Page Titles – 65 Characters
    19. 19. OnSITE SEO <ul><li>Search Marketing </li></ul>Meta Descriptions – 150 Characters
    20. 20. OnSITE SEO <ul><li>Search Marketing </li></ul><ul><li>Page Copy / Content </li></ul><ul><li>Unique Content </li></ul><ul><li>2-5% Keyword Density </li></ul><ul><li>250 words min (suggested) </li></ul><ul><ul><li>Intro, Body, Conclusion </li></ul></ul><ul><li>Headers (H1, H2, H3 tags) </li></ul><ul><ul><ul><li>Makes Copy More Scanable </li></ul></ul></ul><ul><ul><ul><li>Beefs Up Keyword Density </li></ul></ul></ul><ul><li>Bullet Lists </li></ul>
    21. 21. OFFSITE SEO <ul><li>Search Marketing </li></ul><ul><li>On an ongoing basis, building authority and popularity to the site </li></ul><ul><li>Leveling powerful links of major competitors </li></ul><ul><li>Bartering with well ranked industry niche sites </li></ul><ul><li>Links from existing partners </li></ul><ul><li>Compensation-driven links from blogs & niche websites </li></ul><ul><li>Free / Paid useful Directories & Forums links </li></ul><ul><li>Links from the NVI network of corporate & blog sites </li></ul><ul><li>Widget deployment </li></ul><ul><li>Social News Optimization of content </li></ul><ul><li>Link acquisition report </li></ul><ul><li>Rankings report </li></ul><ul><li>Traffic report </li></ul>What Why <ul><li>to increase keyword ranking results </li></ul>How Deliverables
    22. 22. OFFSITE SEO <ul><li>Search Marketing </li></ul><ul><li>SEO Off-site represents 66% of the Search Ranking Factors </li></ul>Source : SEOmoz Search Ranking Factors 2009
    23. 23. SEO LANDSCAPE IN 2011 <ul><li>Search Marketing </li></ul><ul><li>EMERGENCE OF SOCIAL FACTORS IN THE SERPS </li></ul><ul><li>Customers reviews from trusted sites </li></ul><ul><li>Social engagement (likes, (re)tweets, ratings, etc.) </li></ul><ul><li>GOOGLE PLACES OVERTAKING TOP ORGANIC RESULTS </li></ul><ul><li>Emphasis for local searches ( “ keyword ” + “ location ” ) </li></ul><ul><li>NEED A WELL-BALANCED PORTFOLIO OF LINKS </li></ul><ul><li>Source variation (social news sites, blogs, websites, widgets, directories, etc.) </li></ul><ul><li>Link location variation (content, sidebar, etc.) </li></ul><ul><li>Link destination variation (several landing pages for the same keyword) </li></ul><ul><li>Anchor text variation (short tail / long tail) </li></ul>
    24. 24. OFFSITE SEO – LINKBUILDING (1/3) <ul><li>SEO </li></ul><ul><li>Top 500 </li></ul><ul><li>Review of websites which rank on related/targeted keywords </li></ul><ul><li>Trustworthiness domain analysis </li></ul><ul><li>Ideal link location, anchor and landing pages </li></ul><ul><li>Contact webmasters </li></ul><ul><li>Barter links on their websites (with content, link exchange, $) </li></ul>
    25. 25. OFFSITE SEO – LINKBUILDING (2/3) <ul><li>SEO </li></ul><ul><li>Copycat </li></ul><ul><li> ( </li></ul><ul><li>Analyze backlinks profile of main competitors </li></ul><ul><li>Trustworthiness domain analysis </li></ul><ul><li>Ideal link location, anchor and landing pages </li></ul><ul><li>Contact webmasters </li></ul><ul><li>Barter links on their websites (with content, link exchange, $) </li></ul>
    26. 26. OFFSITE SEO – LINKBUILDING (3/3) <ul><li>SEO </li></ul><ul><li>Guest Blogging </li></ul><ul><li>Create content based on targeted keywords </li></ul><ul><li>Offer piece of content with links on third-parties websites </li></ul><ul><li>Follow up on content implementation </li></ul><ul><li>Domaining </li></ul><ul><li>Buy powerful websites or domain names </li></ul><ul><li>Redirect of build content under the domain name </li></ul>
    27. 27. SEO STRATEGY <ul><li>Search Marketing </li></ul><ul><li>Identify Keywords </li></ul><ul><li>Keywords competition analysis </li></ul><ul><li>Keywords theme selection (highly competitive KWs, low-hanging fruits, etc.) </li></ul><ul><li>Identify Landing Pages to Rank </li></ul><ul><li>Meta titles optimization </li></ul><ul><li>Content optimization </li></ul><ul><li>Interlinking optimization </li></ul>
    28. 28. SEO: DO ’S & DONT’S <ul><li>Search Marketing </li></ul><ul><li>TOP 5 FACTORS </li></ul><ul><li>Keyword Focused Anchor Text from External Links </li></ul><ul><li>External Link Popularity (quantity/quality of external links) </li></ul><ul><li>Diversity of Link Sources (links from many unique root domains) </li></ul><ul><li>Keyword Use Anywhere in the Title Tag </li></ul><ul><li>Trustworthiness of the Domain Based on Link Distance from Trusted Domains </li></ul>Source : SEOmoz Search Ranking Factors 2009 <ul><li>TOP 5 NEGATIVE FACTORS </li></ul><ul><li>Cloaking with Malicious/Manipulative Intent. </li></ul><ul><li>Link Acquisition from Known Link Brokers/Sellers </li></ul><ul><li>Links from the Page to Web Spam Sites/Pages </li></ul><ul><li>Cloaking by User Agent </li></ul><ul><li>Frequent Server Downtime & Site Inaccessibility </li></ul>
    29. 29. Social Content Strategy
    30. 30. SOCIAL CONTENT STRATEGY <ul><li>Social Media for SEO </li></ul><ul><li>Agenda </li></ul><ul><li>“ S o cial Signals ” in SEO </li></ul><ul><li>Sharable Content 101 </li></ul><ul><li>Blog – The Social Platform </li></ul><ul><li>Social News Promotions </li></ul><ul><li>Community O u treach </li></ul>
    31. 31. Social Media for SEO <ul><li>Social Media for SEO </li></ul><ul><li>“ Social Signals ” </li></ul><ul><li>Social Profiles </li></ul><ul><ul><li>Of the brand </li></ul></ul><ul><ul><li>Of end Users </li></ul></ul><ul><li>Customer Reviews </li></ul><ul><ul><li>Google Places </li></ul></ul><ul><ul><li>Facebook Places </li></ul></ul><ul><li>Twitter Activity (tweet, RT, # tags, etc.) </li></ul><ul><li>Facebook Presence </li></ul>
    32. 32. SHARABLE CONTENT 101 <ul><li>Social Media for SEO </li></ul><ul><li>WHO ’ S SHARING CONTENT? </li></ul><ul><li>Half of consumers share content on a weekly basis </li></ul><ul><li>Over 60% of North Americans research products online before purchase </li></ul><ul><li>1 out of 3 use social sites to research products </li></ul><ul><li>1 out of 4 post comments/reviews about products they purchased </li></ul>
    33. 33. SHARABLE CONTENT 101 <ul><li>Social Media for SEO </li></ul><ul><li>WHERE IS CONTENT BEING SHARED? </li></ul><ul><li>Through E-Mail </li></ul><ul><li>Social Networks (Facebook, Twitter, LinkedIn, etc.) </li></ul><ul><li>Social News Sites (Digg, Reddit, StumbleUpon, etc.) </li></ul><ul><li>Websites and Blogs (ranking advantage) </li></ul>
    34. 34. SHARABLE CONTENT 101 <ul><li>Social Media for SEO </li></ul><ul><li>WHY CONSUMERS SHARE CONTENT </li></ul><ul><li>Useful/Informative </li></ul><ul><li>Interesting </li></ul><ul><li>Unique/Original </li></ul><ul><li>Inspirational </li></ul><ul><li>Funny </li></ul><ul><li>Surprising </li></ul>
    38. 38. SHARABLE CONTENT 101 <ul><li>Social Media for SEO </li></ul>SHARABLE ELEMENTS OF PRODUCT PAGES Product Images & Video
    39. 39. SHARABLE CONTENT 101 <ul><li>Social Media for SEO </li></ul>SHARABLE ELEMENTS OF PRODUCT PAGES PRICING Incredible Deals Group Buying
    40. 40. Socializing Product Pages
    41. 41. SOCIAL MEDIA APIs <ul><li>Social Media for SEO </li></ul><ul><li>Social Sharing = Social Signals </li></ul><ul><li>Registration & Login </li></ul><ul><ul><li>Access Real User Data </li></ul></ul><ul><li>Choice of Social Features </li></ul><ul><ul><li>Like, Tweet Share, Send, Comment, etc. </li></ul></ul><ul><li>Access to Users ’ Social Graphs </li></ul>
    42. 42. SOCIAL MEDIA & DATA MINING <ul><li>Social Media for SEO </li></ul>Facebook Twitter LinkedIn Google Yahoo! Name X X X X X Email X X X Nickname X X X Photo X X X X X Profile URL X X X X X Birthday X X X Gender X X Location X X X X X Social Graph X X X X X More X X X X
    43. 43. SOCIAL MEDIA APIs – CASE STUDY <ul><li>Social Media for SEO </li></ul><ul><li>Facebook Connect </li></ul><ul><li>Lollapalooza </li></ul><ul><ul><li>99% more Page Views </li></ul></ul><ul><li>Gawker </li></ul><ul><ul><li>45% increase in registrations, week over week </li></ul></ul><ul><li>Joost </li></ul><ul><ul><li>30% more views, 15% more comments, 38% more invites </li></ul></ul>
    44. 44. A BLOG = YOuR SOCIAL Hub
    45. 45. POWER OF BLOGS <ul><li>Social Media for SEO </li></ul><ul><li>BENEFITS OF BLOGS </li></ul><ul><li>Flexible Platform </li></ul><ul><li>Easy to Optimize (For SEO and SM) </li></ul><ul><li>Naturally Social (Promotes Engagement) </li></ul><ul><li>Branding Opportunities </li></ul>
    46. 46. BLOG – SOCIAL PLATFORM <ul><li>Social Media for SEO </li></ul><ul><li>SEO Benefits </li></ul><ul><li>Updated Content </li></ul><ul><ul><li>Posts, Comments, etc. </li></ul></ul><ul><li>Structured Content </li></ul><ul><ul><li>Categories, Tags, Users, RSS Feed, etc. </li></ul></ul><ul><li>Interlinking </li></ul>
    47. 47. BLOG – SOCIAL PLATFORM <ul><li>Social Media for SEO </li></ul><ul><li>Goals </li></ul><ul><li>“ Hub & Spoke ” Content Publishing </li></ul><ul><ul><li>Blog = Hub </li></ul></ul><ul><ul><li>Social Networks = S p okes </li></ul></ul><ul><li>Support SEO Efforts </li></ul><ul><li>Drives Traffic </li></ul><ul><li>Increase User Engagement </li></ul>
    48. 48. Blogs: Now What?
    49. 49. SOCIAL NEW PROMOTION <ul><li>Social Media for SEO </li></ul><ul><li>Goals </li></ul><ul><li>Drive Traffic & Registrations </li></ul><ul><li>Raise Brand Awareness </li></ul><ul><li>Foster User Engagement </li></ul><ul><li>Support SEO </li></ul><ul><ul><li>Attract Backlinks </li></ul></ul><ul><ul><li>Generation “ Social Signals ” </li></ul></ul>
    50. 50. SOCIAL NEWS PROMOTION <ul><li>Social Media for SEO </li></ul><ul><li>Deliverables </li></ul><ul><li>Content Strategy </li></ul><ul><ul><li>Keyword Dense Filler Content </li></ul></ul><ul><ul><li>Socially Viral Topical Content </li></ul></ul><ul><li>Content Promotion </li></ul><ul><ul><li>StumbleUpon, Reddit, Digg, etc … </li></ul></ul><ul><ul><li>Facebook & Twitter </li></ul></ul><ul><li>Avg. 100-200 Social Backlinks & 5 – 10k UVs </li></ul>
    51. 51. SOCIAL NEWS PROMOTION – CASE STUDY <ul><li>Social Media for SEO </li></ul><ul><li>P r ovider of Hosted Cloud Collaboration Tools </li></ul><ul><li>Blog Post on a viral-friendly subject </li></ul><ul><li>>20,000 Visits over 48 Hours </li></ul><ul><li>>60,000 Visits over 1 Month </li></ul><ul><li>150,000 Visits to Date </li></ul><ul><li>124 Comments </li></ul><ul><li>PageRank 3 with hundreds of links </li></ul>
    52. 52. Questions <ul><li>Social Media Strategy for Ecommerce </li></ul><ul><li>Contact Us </li></ul><ul><li>Site: </li></ul><ul><li>Blog: </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: </li></ul><ul><ul><li>@NVI </li></ul></ul><ul><ul><li>@GuillaumeSEO </li></ul></ul>