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Enterprise B2B SEO at SMX with Barbara 'webmama' Coll


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At SMX Barbara Coll, CEO Inc., talked about the uniqueness of the Enterprise B2B world and helping companies achieve high visibility in search results. Basic SEO tactics covered, then what? Direct the engines to show what you want based on 5 key influencers:
1. internal linking
2. Subdomains
3. Keywords distribution decisions
4. Content Writing
5, Webmaster Tools

Published in: Technology, Design
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Enterprise B2B SEO at SMX with Barbara 'webmama' Coll

  1. 1. Enterprise SEOSMX East<br />Barbara C. Coll, Inc.<br />September 2011<br />
  2. 2. WebMama MethodologyNever Leave it Up to the Search Engines<br />
  3. 3. VMware<br />Content for High Search Visibility<br />
  4. 4. Strategic Goals:<br />Category Ownership<br />Keep the Customers Happy<br />Solve a Problem that New Customers Need a Solution For<br />Tactical Goals:<br />Be Present When Needed<br />Online Sales<br />Lead Generation for Direct and Channel Sales <br />
  5. 5. Fully Optimized, Fully Indexed, High Visibility with Search<br />All SEO Basics Covered<br />(Guidelines built into CMS system)<br />Multiple Platforms<br />Tech Pubs, KB (Consona), Communities (Jive), Store (Digital River), Typo3, Interwoven, more…<br />What Next?<br />
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  7. 7. Web Team Organizational Structure<br />
  8. 8. Help I can’t install the product!<br />Can I talk with somebody please?<br />Looking for Customer Support<br />Support Comes in Different Flavours<br />Give me information now!<br />Has anybody seen this problem today?<br />I already know what I am looking for but I can’t find it. <br />
  9. 9. Choices of Content<br />Website content (CMS)<br />Support centers <br />Product information including documentation, release information<br />Contact Support Information<br />Knowledgebase (6 to 24 hour responses)<br />Tweets (instant information to customers)<br />Community (instant and archived information)<br />Tech Pubs<br />Education/Training<br />
  10. 10. Influencing Search Results<br />Internal Linking – links and text<br />Subdomains<br />Keyword distribution decisions (tiger team)<br />Content writing<br />Webmaster tools<br />
  11. 11. Infrastructure Optimized for Search FriendlinessSEO Components Present and optimized for relevant keywordsContent Optimized for relevant keywordsInternal Linking points to key pages<br />
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  13. 13. Internal Linking Priorities<br />Main Navigation<br />Fly-over navigation<br />Bottom Footer<br />Related Links (right side bar)<br />
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  15. 15. HP<br />Using Competitive Keywords<br />
  16. 16. Goal <br />Appealing content<br />Use competitor’s brands words legally and where relevant<br /> Search Visibility<br />
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  20. 20. One Strategic Link<br />(not to be confused with 200,000 non-strategic links)<br />One Keyword Change<br />
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  23. 23. Increasing density of the word virtualization increases the search visibility under the word virtualize?<br />
  24. 24. Get VisibleDominate the search results<br />Barbara C. Coll, CEO<br /> Inc.<br /><br /><br />Twitter: @webmama<br />