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Customer Support and Search Visibility

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Customer Support and Search Visibility

  1. 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!
  3. 5. <ul><li>Answer the customer’s cry for help/support </li></ul><ul><li>Minimize Service Requests (in the millions per year) </li></ul><ul><li>Be proactive </li></ul><ul><li>Keep customers happy </li></ul>
  4. 6. <ul><li>Multiple support resources </li></ul><ul><li>All pages indexed </li></ul><ul><li>All pages highly visible </li></ul><ul><li>All relevant content </li></ul>But what does VMware want searchers to see? Where do they want to direct searchers?
  5. 7. VMware Internal Survey <ul><li>What would you like to see show up in a searcher’s results if they used these search keywords? </li></ul><ul><ul><li>Can’t find the company vSphere license </li></ul></ul><ul><ul><li>How do I install the fusion update </li></ul></ul><ul><ul><li>My VMware server just crashed </li></ul></ul><ul><ul><li>VMware support phone number </li></ul></ul><ul><ul><li>Download VMware fusion </li></ul></ul><ul><ul><li>VMware tech support </li></ul></ul>
  6. 9. Choices <ul><li>Website content (CMS) </li></ul><ul><ul><li>Support centers </li></ul></ul><ul><ul><li>Product information including documentation, release information </li></ul></ul><ul><ul><li>Technical papers </li></ul></ul><ul><li>Knowledgebase, usually a different technology platform </li></ul><ul><li>Tweets (outside) </li></ul><ul><li>Community, usually a different technology platform </li></ul><ul><li>Education, Training </li></ul>
  7. 12. <ul><li>Multiple support resources </li></ul><ul><li>All pages indexed </li></ul><ul><li>All pages highly visible </li></ul><ul><li>All relevant content </li></ul><ul><li>But what does VMware want searchers to see? </li></ul><ul><li>Where do they want to direct searchers? </li></ul>
  8. 15. Success Metrics <ul><li>Service Request #s </li></ul><ul><li>Support phone calls </li></ul><ul><li>Website stats </li></ul><ul><ul><li>Visitors to contact us page </li></ul></ul><ul><li>KB searches/reads </li></ul><ul><li>Retweets </li></ul><ul><li>Peer Responses on communities </li></ul>
  9. 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 <ul><li>Categorize the searches by type using referring keyword stats (internal and external) </li></ul><ul><li>Decide the path you want searchers to take (i.e. away from the contact/support phone number page) </li></ul><ul><li>Decide when peer-to-peer responses are best </li></ul>
  10. 17. Optimization Tactics <ul><li>Matching Content to category of query </li></ul><ul><ul><li>Static web content </li></ul></ul><ul><ul><li>Title tags </li></ul></ul><ul><ul><li>Meta description tags </li></ul></ul><ul><ul><li>URLs </li></ul></ul><ul><ul><li>Real-time content </li></ul></ul><ul><ul><li>User-generated content </li></ul></ul><ul><li>Internal Linking </li></ul><ul><ul><li>Tell the engines what you want to have visible </li></ul></ul><ul><ul><ul><li>i.e. don’t point to contact at every given point </li></ul></ul></ul>
  11. 18. Get Visible Dominate the search results Barbara C. Coll, CEO WebMama.com Inc. webmama.com blog.webmama.com Twitter: @webmama

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