Practical Guide to Effective SEO and SEM
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Salesforce and Nubik put together a presentation with educational details on executing a good SEO and SEM strategy. Content ends with an introduction to marketing automation.
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Practical Guide to Effective SEO and SEM
- 1. APracticalGuideforEffective SearchEngineOptimization& SearchEngineMarketing Page 2 of about 25,600,000 results (0.30 seconds)
- 2. ForwardLookingStatement Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward- looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
- 5. Agenda 3:00pm – 3:30pm Registration and Networking 3:30pm – 5:00pm Best Practices of SEO and SEM with Natalija Pavic and Heather Black 5:00pm - 5:30pm Marketing Automation Demo with Neil Barbaro 5:00pm – 5:30pm Q&A with our special guest SEO/SEM Expert Hernan Cespedes 5:30pm – 6:00pm Cocktails + Canapes + Networking
- 6. Table Of Contents SEO AutomationSEM
- 16. SEO at the Early Stage in Sales Funnel ü Informational ü Be a resource ü Trusted Advisor ü Content
- 21. SEO at the Late Stage in Sales Funnel ü Reputation Management ü Customer Feedback ü Public Relations
- 23. Why is it a Science? Keywords Linking Crawlability
- 24. Crawler: A piece of code that roams the web to index, reference, and retrieve internet pages.
- 25. Crawlability: How easy your site is to crawl because of its underlying code (aka website formatting).
- 26. Keywords: Put yourself in the minds of your audience
- 27. Get more out of your keywords ü URL ü H1 & H2 Headers ü Body Copy
- 28. Special Call Out: AnchorText No SEO To learn more, click here. OK SEO Click here to learn more about Nubik. Visit Nubik.ca to learn more. Best SEO Click here to learn about Nubik’s Salesforce Consultants.
- 29. Rich Content Images • Alt text describes the image • Used for SEO and also accessibility • Make it descriptive - but avoid stuffing keywords • Don’t embed keywords into the image • Position images at the top of the page
- 30. Image alt <img src="puppy.jpg" alt="puppy dog baby dog pup pups puppies doggies pups litter puppies dog retriever labrador wolfhound setter pointer puppy jack russell terrier puppies dog food cheap dogfood puppy food"/> <img src="puppy.jpg" alt=“Cute puppies playing together">
- 31. Video Google loves video – but needs your help: • Create standalone pages for videos • Include title, description and thumbnail in javascript ToYouTube or not toYouTube?
- 32. Meta Information for SERP Readability and Conversion Title URL Description
- 33. How DoesThat Work? TitleTag: 50-60 characters • Keywords | Brand DescriptionTag: 160 characters • Short and concise • Drive clicks! URLs Yoast for WordPress or Drupal
- 34. Layout and Design Mobile friendly Easy navigation Quick load times Overall user experience • Nice looking, easy to read, easy to find information … things that make people want to stay on the page and read the content
- 36. Measuring SEO Performance Direct Typed in traffic, bookmarks, email links without tracking codes, etc. Referral From links across the web or in trackable email, promotional, and branding campaign links Search Queries that sent traffic from any major or minor web search engine Mo 1 Mo 2 Mo 3 Q Avg Visitor Trends Sessions 2046 2251 2431 2148 Bounce Rate 52.64% 57.90% 62.54% 55.27% Visits - Bounce Rate 969 1066 1151 1017 Pages / Session 4.30 4.73 5.11 5 Avg Session Duration 12.90 14.19 15.33 14 From Source 0 0 Direct 595 655 707 625 Referral 468 515 556 491 Organic Search 701 771 833 736 Social 261 287 310 274 Paid 0 0 0 0 All Other 21 23 25 22
- 37. Why is it an Art? What you are looking for Natural Language Processing Proprietary
- 43. Elements of a campaign
- 44. Fundamentals: PPC Bidding Pay-Per-Click (PPC) Bidding • How much you’re willing to spend for a given keyword 2.75 2.25 1.75 1.25
- 45. Fundamentals : Quality Score Quality Score • How closely do your keywords match your ad, and landing page? • AI evaluates how relevant your page is to users 0 1 2 3 4 5 6 7 8 9 10 Low Quality High Quality
- 46. Fundamentals: Keyword MatchTypes Exact Match [red men’s tennis shoes with velcro] Phrase Match “men’s tennis shoes” Broad Match + Broad Match Modified men’s velcro shoes +men’s +velcro +shoes
- 47. Account Campaign Ad Group Keyword List Ad Group Keyword List Campaign Ad Group Keywords Ad Group Keywords
- 48. Campaign Ad Group Keywords Ad Copy Consultants [English] $200 / day Salesforce Consultants Salesforce consultants Best Salesforce consultants Certified salesforce consultants Salesforce consultants Looking for the best Salesforce consultants?You’ve come to the right spot. Call us today! www.nubik.ca/salesforce-consultants Consultants [Montreal French] $500 / day Salesforce Consultants Consultants certifies salesforce Consultants Salesforce Montreal Consultants salesforce francophone Consultants Salesforce Vous cherchez un consultant Salesforce? On peut vous aider. Appellez-nous des aujourd’hui! www.nubik.ca/consultants-salesforce
- 49. Anatomy of a Landing Page
- 50. Measuring Campaign Performance Impressions Clicks Conversions
- 52. So they came to your website…
- 53. Converting your prospects Passive Aggressive
- 54. Content as currency in exchange for data ✔ Events ✔ Checklists ✔ Whitepapers ✔ Infographics
- 55. Content as currency in exchange for data The little things matter. Communicating: ✔ Why you are collecting data ✔ What they will get in return ✔ Whether it’s shared with third parties
- 61. Typical Sales and Marketing Process Lead Generation Campaigns 1600 Dead Leads • Events • Website • Emails • Content • Social 2000 Contacts Direct to Sales 80% touched 20% converted
- 62. Key Customer Engagement Facts 1. 80% of contacts who express an interest to buy today but don’t, will do so in the next 24 months – SiriusDecisions 2. 78% of leads go to the company that responds first - SourceHarvard 3. Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost – Forrester Research