7 secrets to successful search marketing

7 Secrets to Search

Marketing Success

/in/markvozzo

@markvozzo

Mark Vozzo

Online Manager (APAC)

salesforce.com

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About Me

Mark Vozzo

• +10 years in Digital Marketing

• Started as a Web Developer & Designer

• Self taught SEO in late 90’s

• Worked in Media, Technology, B2B & B2C

Fairfax Media Search Marketing Analyst

(News & Media Group)

Microsoft Search and Online Analytics

Manager, ANZ

Salesforce Online Manager, APAC

(Inbound & Marketing Ops)

@MarkVozzo #SalesforceCeBit

Rate your business

1. Rate your level of confidence that all

pages of your site are in Google's

index.

2. Rate the SEO tools you are using for

tasks like Keyword Research and

uncovering SEO issues on your site

3. Rate your ability to measure ROI on

your search marketing.

Agenda

Part 2:

7 Secrets to Search Success Part 1:

About Search Engines – How do Search Engines work

– Aussie Search Landscape

– Difference between SEO vs. SEM

Part 1:

Search Engines

Google’s Algorithm is a Secret .

How Google Works www.google.com/insidesearch/howsearchworks/thestory/

Google Updates (20 algorithm changes in 2011)

Source: http://fallingupmedia.com/images/infographics/google-algorithm-2011.jpg

Tip: For all the

latest Google

algorithm changes:

http://www.seomoz.

org/google-

algorithm-change

What’s your favourite Search Engine?

“9 out of every 10 searches in Australia happen on Google.” Source: April 2011- Hitwise 11

What’s the

difference between

SEM & SEO?

SEM vs. SEO

Search Engine

Optimisation

(Organic Search):

Search Engine

Marketing

(Paid Search/PPC):

Eye Tracking Study

“75%+ of all clicks occur in the Organic (SEO) area, not Paid (SEM) area.” Source: http://www.slideshare.net/randfish/seo-for-food-bloggers-2012

What’s so great about having #1 Position?

Position Avg. Click-thru-rate (CTR)*

#1 36.4%

#2 12.5%

#3 9.5%

#4 7.9%

#5 6.1%

#6 4.1%

#7 3.8%

#8 3.5%

#9 3.0%

#10 2.2%

“90% of all clicks happen on the 1st page of Google results. If a user doesn’t find what they

are looking, they try again with a different keyword.”

Part 2:

7 Secrets to

Search Marketing Success

1. Analytics: 2. Keywords:… 3. Crawl-ability:… 4. Content:… 5. Connections:… 6. Search ROI:… 7. Keep Up-To-Date:…

Action List @MarkVozzo

#SalesforceCeBit

Are you running Web Analytics on your site?

Source: 2010 Australian Web Analytics Survey by Bienalto.com

“The majority of Aussie SMEs are using Google Analytics.”

Some important search metrics

Some search metrics

that I’m looking at:

Is my SEO traffic increasing

month on month?

Are my goals (Conversions)

increasing from SEO traffic

sources?

What is the share of traffic

from the different search

engines?

Some important search metrics

Search Keyword Reports:

What keywords are driving the most traffic?

What keywords are delivering the most

Conversions?

… more questions you can be

answered with analytics:

Share of Traffic Reports:

How much traffic am I getting from each channel

(Search vs. Type/Bookmarked vs. Referral Traffic)?

What’s the Conversion rate based on traffic source?

Seek Professional Analytics Help & Advice

“These agencies are based in Australia. I know the owners/founders of each consultancy

and can recommend them.”

Panalysis.com - Rod Jacka

iZilla SearchAndDisplay.com.au - Marcus Falley

LovesData.com.au - Michael Mangold

1. Analytics: Setup & Start Measuring. 2. Keywords:… 3. Crawl-ability:… 4. Content:… 5. Connections:… 6. Search ROI:… 7. Keep Up-To-Date:…

#SalesforceCeBit

Keyword Research Which words do I choose?

Understand your Customers:

Know their Frustrations & Questions

Source Image: http://thematchupszone.files.wordpress.com/2012/04/confused.jpg

The Keywords Research Process

Keywords

entered in the

search box

Keywords

in your

content

Keywords

link text

Social Media

News sites

Searchers Search Engines Content External Sites

“The Keyword Research process begins with a clear understanding of your customer, their pain

points/problems and what solutions/products they are searching for.” 25

Keyword Research Tools

in Action

Let’s say I’m searching for one of these…

“Real Estate” or “Property” 27

Which are the more popular search terms? www.google.com/trends

Features:

Compare up to 5

different terms.

Filter for Worldwide

or Local trends

Discover other

related terms that

you can add to your

keyword list.

What’s the monthly traffic for keywords? https://adwords.google.com/o/KeywordTool

Features:

You can compare

beyond 5 keywords

Set Country = Australia

Search Vol. is here,

Local Monthly Searches

Discover other related

terms.

Keywords Research Tools (Free Tools)

• Bing Keyword Tool: http://www.bing.com/toolbox/keywords

• Soovle: http://www.soovle.com

• Wordstream: http://www.wordstream.com/seo-free-trial

• Wordtracker: https://freekeywords.wordtracker.com

1. Analytics: Setup & Start Measuring. 2. Keywords: What are your Top 10-20 Keywords. 3. Crawl-ability:… 4. Content:… 5. Connections:… 6. Search ROI:… 7. Keep Up-To-Date:…

#SalesforceCeBit

Search Engine Spiders .

Can only read plain text .

Can only follow text links .

Can’t read words in images .

Image Source: http://godswalkathon.wordpress.com/2011/02/06/beware-of-spider-web/

What does my page look like in the eyes of

Google’s spider?

“Another tool that does a similar thing: www.browseo.net ”

How many pages of my site are in Google?

Advanced Search Operator - site:your-domain-here.com

Number of Pages in Google Number of Pages in Bing

“Rule to Remember: Zero pages indexed = Zero Traffic from SEO.”

A “Crawl-ability” Story

Crawl-ability Story: FuturesMagazine.Asia

100’s of articles, but Zero Traffic

from Search Engines

How many pages have been indexed?

How did I fix it?

Implement a Site Map

1. Build a “Site Map” page

– Have text links to all the most important pages

of your site Example: http://www.salesforce.com/au/sitemap.jsp

2. Add a “Site Map” link

in the Footer across all

pages.

1. Analytics: Setup & Start Measuring. 2. Keywords: What are your Top 10-20 Keywords. 3. Crawl-ability: Check web pages are being indexed,

check what they look like to the search engines. 4. Content:… 5. Connections:… 6. Search ROI:… 7. Keep Up-To-Date:…

#SalesforceCeBit

How do we

know what “Content”

customers need?

Ask them. Survey them. Spy on them?

Source Image: http://thematchupszone.files.wordpress.com/2012/04/confused.jpg

Look at your “Internal Site Search” data

Top Internal Search

Keywords:

Pricing = 220

iPad = 135

CRM = 126

Careers = 124

MYOB = 103

non-profit = 95

Outlook = 80

API = 76

“Make sure you have content to meet customers needs.

Use Internal Search data to identify content gaps/opportunities.”

How to optimise

“Content” to improve rankings

Anatomy of the Search Result “Snippet”

Title Tag – First 68 characters

HTML: <title> ... </title>

Description Tag – Focus on the first 160 characters

HTML: <meta name=“description” content=“…” />

Google Webmaster Tools helps identify issues http://www.google.com/webmasters

“A great tool for analyzing HTML Tags to find Duplicate or Missing Titles & Meta Descriptions & more…”

How to manage a SEO project

“SEO is Science + Art. Choose keywords that are popular (the Science part), work the

keywords in to sentences that read well & entice action (the Art part).”

List the pages

you want to

optimize.

Assign Primary &

Secondary

Keywords

Write Keywords in

to Titles & Page

Descriptions

Write Keywords

in Page

Headings <H1>

check what they look like to the search engines. 4. Content: Write content of value to your customers,

Select 10 pages & assign keywords, write titles/desc. 5. Connections:… 6. Search ROI:… 7. Keep Up-To-Date:…

#SalesforceCeBit

Links make your website strong .

1 Link = 1 Vote .

Buying Links:

Is there anything wrong

with doing it?

Be very careful who you deal with…

“Frankly, no SEO at all is better than using one of the ‘quick and cheap’ SEO services.” Source: http://www.copyblogger.com/dangerous-seo @soniasimone

Google’s Spam fighters are

penalizing sites that buy links from

shady SEO services or “Link

Building” software programs.

Broken Links:

Will they affect my rankings?

Google’s Tool reports your broken links http://www.google.com/webmasters

“Broken Links = Poor Quality Site Low (or No) Rank”

How to get to this report:

1) Login

2) Click “Health”

3) Click “Crawl Errors”

4) Click “Not Found”

5) Download to Excel

The Power of

Link Text The “Click Here” story

Let’s look at sites that link to Adobe’s page…

The Adobe page has +13 Million links from

over 535,000 domains

“Look at the keywords used in links to your site. You should avoid terms like ‘Click here’ in links.”

http://www.opensiteexplorer.org

check what they look like to the search engines. 4. Content: Write content of value to your customers,

Select 10 pages & assign keywords, write titles/desc. 5. Connections: Refrain from buying links. Fix broken

links. Use good keywords in your links. 6. Search ROI:… 7. Keep Up-To-Date:…

#SalesforceCeBit

Here is how I track ROI for every keyword I’m

buying… Please read my blog post: “SEM+CRM=ROI Heaven”

SEO ROI (SEO for Salesforce on AppExchange)

http://appexchange.salesforce.com/listingDetail?listingId=a0N300000018rOtEAI

SEO for Salesforce helps you identify which keywords will drive revenue, and helps you get to the top of search engines. More importantly,

robust reporting makes it easy to show how SEO impacts your company’s bottom line.

SEM ROI (CloudAmp Campaign Tracker on AppExchange)

https://appexchange.salesforce.com/listingDetail?listingId=a0N30000009w2tgEAA

Tracks every lead source from Google Adwords.

Many Apps that connect Adwords & Salesforce Read my blog to see a range of Apps that allow you to see

Google Adwords data within Salesforce http://blogs.salesforce.com/au/2013/05/salesforce-adwords-connect.html

check what they look like to the search engines. 4. Content: Select top pages for SEO. Assign keywords,

write meta data & content of value to customers 5. Connections: Refrain from buying links. Fix broken

links. Use good keywords in your links. 6. ROI: Connect Google to Salesforce (AppExchange) 7. Keep Up-To-Date:…

#SalesforceCeBit

Subscribe to reputable Search Engine News

Google Webmaster Help and YouTube Videos

“If you are doing SEO yourself/in-house, invest time in learning how to use Google Webmaster

Tools. It could save you $1,000 in SEO consulting fees.”

Tips - Subscribe to YouTube Channel:

GoogleWebmasterHelp

- Watch this video:

“Using Webmaster Tools like an

SEO ”

- Follows these folks at Google:

Matt Cutts @mattcutts

Visit our site for SMBs - salesforce.com/au/smb

• Popular Add-ons for SMBs

• SMB Case Studies Learn how other SMBs are benefiting from the

cloud (you’ll find local Aussie stories here)

• Special Demos for SMBs

• Free Resources & Guides to help

Small Businesses

In Summary…

1. Analytics: Setup & Start Measuring.

2. Keywords: What are your Top 10-20 Keywords.

3. Crawl-ability: Check web pages are being indexed, check what they look like to the search engines.

4. Content: Write content this is of value to your customers, Select 10 pages & assign keywords, write titles/descr.

5. Connections: Refrain from buying links. Fix broken links. Use good keywords in your links.

6. ROI: Connect Google to Salesforce (AppExchange)

7. Keep Up-To-Date: Subscribe to Search Engine News sites & YouTube, Visit Salesforce’s site for SMBs

#SalesforceCeBit

Rate your business

1. Rate your level of confidence that all

pages of your site are in Google's

index.

2. Rate the SEO tools you are using for

tasks like Keyword Research and

uncovering SEO issues on your site

3. Rate your ability to measure ROI on

your search marketing.

Thank You!

Mark Vozzo Email: mvozzo@salesforce.com

LinkedIn: linkedin.com/in/markvozzo

Twitter: @markvozzo

Event: #SalesforceCeBit

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