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My 5 Secrets Tips for Winning in
Search
Learn how to get more traffic from Google
Mark Vozzo, Salesforce.com
Online Manager (APAC)
Head of Inbound and Marketing Operations



                                           Cloudforce Essentials
                                           Hash Tag: #cloudforce
                                           Presenter: @markvozzo

                                           These slides are available on our blog:
                                           http://blogs.salesforce.com/au
Safe harbor
 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
 intellectual property and other litigation, risks associated with 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-Q for the most recent fiscal quarter ended July 31, 2012. This
 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.
About Me
                                      Mark Vozzo @MarkVozzo
                                      • +10 years in Digital Marketing
                                      • Started as a Webmaster & Developer
                                      • Self taught SEO in late 90’s
                                      • Worked in Media, Technology, B2B & B2C


           Fairfax Media                             Microsoft                       Salesforce
   Search Marketing Analyst (News &          Search and Online Analytics   Online Manager, APAC (Inbound &
            Media Group)                           Manager, ANZ                     Marketing Ops)




                                                                                                             3
Agenda
     About Search Engines
            How do Search Engines work
            The Australian Search Landscape
            Difference between SEO vs. SEM

     My 5 Secrets to Search Success
            1. Analytics
            2. Keyword Research
            3. Crawl-ability
            4. Content
            5. Connections
            BONUS: 6. Free SEO Tools

     Q&A
About
Search Engines
Looks simple…
…but a lot is happening behind the search box.




                     Google’s Algorithm is a Secret
                              It looks at 200+ factors
                              Is Updated Frequently
Search Engine Market Share in Australia




   “Google dominates with 9 out of every 10 searches in Australia.”
   Source: April 2011- Hitwise
How do
Search Engines
    Work?
How does a Search Engine work?

                          Search Engine

Website                          Spider
                                              Web Browser
                                              Search Box
  Web Server




                Spam Filter
                               Search App.


                                             Search Results

 HTML, Imag                                        ____________________
                                                   ____________________
   es, etc.                                        ____________________
                                                   ____________________
                                                     ________________
                                  Index
SEM vs. SEO – What‟s the Difference?

SEM - Search
Engine Marketing
(Paid Search/PPC):



SEO - Search
Engine
Optimisation
(Organic Search):
Eye Tracking Study


                                                                                SEM
                                                                                Paid
SEO                                                                             Search
                                                                                Results
Organic                                                                         Area
Search
Results
  Area

   “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 Ranking #1?
                                                                       Position           Avg. Click-thru-rate (CTR)*
                                                                           #1                            36.4%
                                                                           #2                            12.5%
                                                                           #3                            9.5%
                                                                           #4                            7.9%
                                                                           #5                            6.1%
                                                                           #6
                                                                                     x4                  4.1%
                                                                           #7                            3.8%
                                                                           #8                            3.5%
                                                                           #9                            3.0%
                                                                           #10                           2.2%
                                                                    * Source:
                                                                    http://searchenginewatch.com/article/2049695/Top-Google-
                                                                    Result-Gets-36.4-of-Clicks-Study

 “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.”
SEO
My 5 Secrets Tips
Web Analytics


                                          Keywords

                                                 Content



                                 Crawl-ability              Connections




“I like Venn diagrams. Here is my SEO framework to Search Success.”
Are you running Web Analytics on your site?




             Source: 2010 Australian Web Analytics Survey by Bienalto.com




  “Tip: Setup Google.com/Analytics (it‟s free) and use Google.com/tagmanager, it‟s free as well.”
What are some important searchmetrics?
-   Is SEO Traffic increasing and converting?
-   What SEO keywords are driving traffic?
-   What % is Search traffic?




    “Great SEO will build on itself! If you provide consistent, quality content/posts, this will lead to
    natural growth in referrals.”
Professional Analytics Help & Advice
Below are a few reputable agencies that I know of:


                                   Panalysis.com - Rod Jacka


                                   Bienalto.com - HurolInan


                                   LovesData.com - Michael Mangold


                                   iZillaSearchAndDisplay.com.au - Marcus Falley


                                   Datalicious.com - Christian Bartens


   “These agencies are based in Australia. I know the owners/founders of each consultancy and can highly recommend them.”
Action List
1. Web Analytics: Setup & Start Measuring.
Web Analytics
                                 
         Keywords

                Content



Crawl-ability             Connections
Keyword Research
Which words do I use?
Understand your Customer‟s
   Frustrations & Questions

Source Image: http://thematchupszone.files.wordpress.com/2012/04/confused.jpg
The Keywords Research Process
 Searchers                 Search Engines             Content          External Sites


                                                                                   Blogs
                                                                              Social
                                                                          Networking sites
                                                                                 News sites




   Keywords                         Keywords on your web         Keywords
   entered in the Search            pages                        Used in Links
   Box


 “The Keyword Research process begins with a clear understanding of your customer, their pain
 points/problems and what solutions/products they are searching for.”
My
„Keyword Research‟
      Story
Let‟s say we want to invest in one of these…




…but what do Aussie’s type into Google… “Property” OR “Real Estate” ?
Google Trends (free)
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 are the most popular search terms?
https://adwords.google.com/o/KeywordTool

                                           Features:
                                           Can compare beyond 5
                                           Keywords.


                                           This tool uses Adwords
                                           data, so use “Exact”
                                           match type for more
                                           accurate SEO traffic.




                                           Discover other related
                                           terms.
Some tips on how to expand your keyword set…
                 Navigation Keywords
                 Searching for your brand, domain name, office locations
                 E.g. “Salesforce”, "Salesforce.com“, “Salesforce Sydney Office”


                 Information Keywords
                 Searching for solutions and seeking knowledge
                 E.g. "What is CRM“, "What is Cloud Computing“, “Benefits of SAAS”, “Best
                 CRM for…”, “How to Setup a CRM System”

                 Transaction Keywords
                 Searching with the intent of buying
                 E.g. "Salesforce Pricing“, “Where to Buy Salesforce”, “How to Buy CRM”

  “Put yourself in your customer‟s shoes… What would you type into Google to find your
  business? Use the above to help you build out your list of target keywords.”
Action List
1. Web Analytics: Setup & Start Measuring.
2. Keywords: What are your Top 10-20 Keywords.
Web Analytics
                              
         Keywords
                             
                Content



Crawl-ability             Connections
Three C‟s to SEO


                          Content
                          (Unique + High

                              Value)




          Crawl-ability
                                           Connections
           (Technical +
                                            (Links + Authority)
            sitemaps)
What is a Search Engine Spider/Crawler/Robot?

                             Search Engine

                                    Spider




                   Spam Filter
                                  Search App.




                                     Index
Crawl-ability
                  Search Engines Spiders
                         Can only read plain text
                        Can only follow text links
                Cannot read words within images
How many pages of my site are in Google‟s Index?

                                     Search Engine

                                            Spider




                           Spam Filter
                                          Search App.




                                             Index




    “Rule to Remember: Zero pages indexed = Zero Traffic from SEO.”
How many pages of my web site are in
the Search Index?
  Advanced Search Operator = [ site:your-domain.com ]




                       No. of Results:
                       Google = 2,160
                       Bing = 561
A
“Crawl-ability”
     Story
Crawl-ability Story: FuturesMagazine.Asia




      100’s of articles, Zero Traffic from
               Search Engines
How many pages have been indexed?
How did I fix it?
How to fix crawl-ability issues?

1. Build a “Sitemap” page with text links to
   all the most important pages of your site.




2. Link to this
   “Sitemap” page in
   the footer across all
   pages of your site
Action List
1. Web Analytics: Setup & Start Measuring.
2. Keywords: What are your Top 10-20 Keywords.
3. Crawl-ability: Check web pages are in the index
   [site:your-domain.com]
Three C‟s to SEO


                          Content
                          (Unique + High

                              Value)




          Crawl-ability
                                           Connections
           (Technical +
                                            (Links + Authority)
            sitemaps)
                 
Meet customers needs
How do I know
   what my
customers need?
How to Source Content Ideas? Use your Search Box




    “Make sure you have content to meet customers needs. Use Internal Search data to identify content gaps.”
Meet customers needs
 Optimised Meta Tags
The Anatomy of a Search Result “Snippet”
Title Tag – 68 Characters Max.
HTML: <title> ... </title>




                                 Description Tag – Focus on the first 160 Characters
                                 HTML:   <meta name=“description” content=“…” />
Meet customers needs
 Optimised Meta Tags
             Unique
Avoid Duplicate Titles and Descriptions



                                          Identical Page
                                           Descriptions.




                                          “Always publish
                                          unique content. If you
                                          have duplicate pages,
                                          Google is only going
                                          to index one URL.”
Google Webmaster Tools (Free)
http://www.google.com/webmasters
  Duplicate Titles and Meta Description Report




       “ All this insight, for free.”
How to project manage a SEO project?




  List the pages                      Assign Primary &                         Work Keywords in to
  you want to                         Secondary                                Titles & Page Descriptions
  optimize.                           Keywords
   “SEO is Science + Art. Choose keywords that are popular (the Science part), work the keyword variations in to sentences that
   read well & entice action (the Art part).”
Meet customers needs
 Optimised Meta Tags
             Unique
   Avoid Adobe Flash
Example for a Flash based site




 Nice Keyword rich content, lovely
 images, superb portfolio etc. all built
 in Adobe Flash.
Why are Flash Sites a nightmare to SEO?
                                          This website only has
                                                 1 page
                                           in Google’s index.

                                     A few reasons not to have a Flash based
                                     website:
                                     1) Google can’t crawl inside
                                        proprietary Flash code
                                     2) Only one chance to be
                                        listed, no matter how much
                                        content you have
                                     3) Your site won’t work on an
                                        iPad
Action List
1. Web Analytics: Setup & Start Measuring.
2. Keywords: What are your Top 10-20 Keywords.
3. Crawl-ability: Check web pages are in the index
   [site:your-domain.com]
4. Content: Select pages for your SEO project. Assign
   keywords, write meta data and content that is unique
   & of value.
Three C‟s to SEO



                                           
                          Content
                          (Unique + High

                              Value)




          Crawl-ability
                                           Connections
           (Technical +
                                            (Links + Authority)
            sitemaps)
                 
Links make your website strong
               1 Link = 1 Vote
                4 types of links:
                         Internal
                       Outbound
                        Inbound
                          Broken
Be careful with whom you engage 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

   “You should run from any firm that „guarantees No. 1 rank‟. Google cracks down on businesses that sell links to
   game their algorithm.”
The power of
   Link Text
The “Click Here” Story
Cloudforce Essentials 2012 - 5 Secrets to Winning in Search
Cloudforce Essentials 2012 - 5 Secrets to Winning in Search
Let‟s look at sites that link to Adobe‟s page…
Adobe‟s page has over 13 Million Links from
across 535K domains




   “Look at the keywords used in links to your website.”
How to check
     for
Broken Links
Google Webmaster Tools (Free)
http://www.google.com/webmasters
 URL Errors Report – “Not Found”




      “Broken Links = Poor Quality Site  Low (or No) Rank”
Web Analytics
                              
         Keywords
                             
                  
                Content



Crawl-ability             Connections



                               
Action List
1. Web Analytics: Setup & Start Measuring.
2. Keywords: What are your Top 10-20 Keywords.
3. Crawl-ability: Check web pages are in the index
   [site:your-domain.com]
4. Content: Select pages for your SEO project. Assign
   keywords, write meta data and content that is unique
   & of value.
5. Connections: Use keywords in your links. Refrain
   from buying links. Fix broken links.
SEO Tools
Some of my favourite &
   free SEO tools?
Check your Links (and your competitors)
  www.OpenSiteExplorer.org or www.backlinkwatch.com
Competitor Backlink Analysis
Google Webmaster Tools (Free)
http://www.google.com/webmasters




     “Remember: Google provide over 90% of all search queries in Australia. Best to leverage their tools.”
Google Webmaster Tools (Free)
http://www.google.com/webmasters
 Top Pages Report




     “This report tells us me often our Top Pages appear in the Search results and are clicked on
     (CTR = Click Through Rate).”
Google Webmaster Tools (Free)
http://www.google.com/webmasters
  Top Keywords Report




      “This report tells me the Top Search Queries that resulted in one of our pages appearing in the
      Search Results and how many clicks we got.”
Google Webmaster Tools (Free)
http://www.google.com/webmasters
 Site Performance Report (Site Speed)




      “This report tells us how long it takes Google to crawl our site. A “slow” rating would suggest we need to
      change hosting providers, upgrade our CMS System/Servers.”
Google Webmaster Tools - Help
www.youtube.com/watch?v=tQQmq9X5lQw
                                                                  Tips
                                                                  -   Subscribe to
                                                                      GoogleWebmasterHelpYoutube Channel


                                                                  -   Follows these folks at Google:


                                                                  Matt Cutts @mattcutts



                                                                  MaileOhye @maileohye




     “If you are serious about doing SEO yourself or in house, invest time into learning how to use Google
     Webmaster Tools. It could save you $1,000 in SEO agency fees.”
SEO for Salesforce
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.
Local SEO Help is available…

           Stew Art Media - http://stewartmedia.biz
           2a/14 Lionel Rd, Mt Waverley, VIC. 3149
           Ph: +61 3 8545 5900 @StewArtMedia
           Contact: Jim Stewart




           FirstClick Consulting - http://www.firstclickconsulting.com
           Suite 1.03, 164-168 Greville Street, Prahran, VIC, 3181
           Ph: +61 3 9945 8179 @first_click
           Contact: Mark Armstrong
To Sum Up…
Action List
1. Web Analytics: Setup & Start Measuring.
2. Keywords: What are your Top 10-20 Keywords.
3. Crawl-ability: Check web pages are in the index
   [site:your-domain.com]
4. Content: Select pages for your SEO project.
   Assign keywords, write meta data and content that
   is unique & of value.
5. Connections: Use keywords in your links. Refrain
   from buying links. Fix broken links.
6. BONUS – SEO Tools: Use Google Webmaster Tools
   to uncover SEO issues.
Question Time


          Mark Vozzo
          Email: mvozzo@salesforce.com
          LinkedIn: linkedin.com/in/markvozzo
          Twitter: @markvozzo
          Event: #cloudforce




   Download slides at: http://blogs.salesforce.com/au
Cloudforce Essentials 2012 - 5 Secrets to Winning in Search
Resources
Resources: News, Blogs and Consultants
SearchEngineLand.com(News)


SearchEngineWatch.com(News)


Bruce Clay(SEO Consultants)


SEOmoz(SEO Consultants)


SEOToolbar (free) (By Aaron Wall)
More Resources: Articles, eBooks and Videos
  9 Tips for Writing Effective SEO Content – Marketing Profs


  10 Ways to make your business Google Friendly from
    Google’s Chief Technology Advocate - SmartCompany


  Google’s SEO Starter Guide (PDF Download)


  6 Part video on the Google SEO Starter Guide
  -   Thanks Aussie Web Conversion (Brisbane)
      info@aussieweb.com.au
Want to learn more…
                      Free 10 Week Course
                      http://www.stayonsearchcourse.com/signu
                      p.php
Who to trust?
Be careful what you read
      about SEO…
Credible Sources that I refer to…




                    smallbusinesssem.com
                             @MattMcGee
                                                                         bruceclay.com/au/seo-hierarchy-of-needs.htm
                                                                                              @BruceClay


    “Rely only on reputable sources. I have printouts of these up on my pin board in the office.”
Search Engine Ranking Factors
http://seomoz.org/article/search-ranking-factors



                                                                               Rand Fishkin
                                                                            www.seomoz.org
                                                                                    @RandFish




   “An excellent resource. See what a panel of SEO experts from across the world are seeing.”
Search Engine Ranking Factors
http://seomoz.org/article/search-ranking-factors



                                                                               Rand Fishkin
                                                                            www.seomoz.org
                                                                                    @RandFish




   “An excellent resource. See what a panel of SEO experts from across the world are seeing.”
Cloudforce Essentials 2012 - 5 Secrets to Winning in Search

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Cloudforce Essentials 2012 - 5 Secrets to Winning in Search

  • 1. My 5 Secrets Tips for Winning in Search Learn how to get more traffic from Google Mark Vozzo, Salesforce.com Online Manager (APAC) Head of Inbound and Marketing Operations Cloudforce Essentials Hash Tag: #cloudforce Presenter: @markvozzo These slides are available on our blog: http://blogs.salesforce.com/au
  • 2. Safe harbor 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 intellectual property and other litigation, risks associated with 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-Q for the most recent fiscal quarter ended July 31, 2012. This 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.
  • 3. About Me Mark Vozzo @MarkVozzo • +10 years in Digital Marketing • Started as a Webmaster & Developer • Self taught SEO in late 90’s • Worked in Media, Technology, B2B & B2C Fairfax Media Microsoft Salesforce Search Marketing Analyst (News & Search and Online Analytics Online Manager, APAC (Inbound & Media Group) Manager, ANZ Marketing Ops) 3
  • 4. Agenda About Search Engines  How do Search Engines work  The Australian Search Landscape  Difference between SEO vs. SEM My 5 Secrets to Search Success  1. Analytics  2. Keyword Research  3. Crawl-ability  4. Content  5. Connections  BONUS: 6. Free SEO Tools Q&A
  • 6. Looks simple… …but a lot is happening behind the search box. Google’s Algorithm is a Secret It looks at 200+ factors Is Updated Frequently
  • 7. Search Engine Market Share in Australia “Google dominates with 9 out of every 10 searches in Australia.” Source: April 2011- Hitwise
  • 9. How does a Search Engine work? Search Engine Website Spider Web Browser Search Box Web Server Spam Filter Search App. Search Results HTML, Imag ____________________ ____________________ es, etc. ____________________ ____________________ ________________ Index
  • 10. SEM vs. SEO – What‟s the Difference? SEM - Search Engine Marketing (Paid Search/PPC): SEO - Search Engine Optimisation (Organic Search):
  • 11. Eye Tracking Study SEM Paid SEO Search Results Organic Area Search Results Area “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
  • 12. What‟s so great about Ranking #1? Position Avg. Click-thru-rate (CTR)* #1 36.4% #2 12.5% #3 9.5% #4 7.9% #5 6.1% #6 x4 4.1% #7 3.8% #8 3.5% #9 3.0% #10 2.2% * Source: http://searchenginewatch.com/article/2049695/Top-Google- Result-Gets-36.4-of-Clicks-Study “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.”
  • 14. Web Analytics Keywords Content Crawl-ability Connections “I like Venn diagrams. Here is my SEO framework to Search Success.”
  • 15. Are you running Web Analytics on your site? Source: 2010 Australian Web Analytics Survey by Bienalto.com “Tip: Setup Google.com/Analytics (it‟s free) and use Google.com/tagmanager, it‟s free as well.”
  • 16. What are some important searchmetrics? - Is SEO Traffic increasing and converting? - What SEO keywords are driving traffic? - What % is Search traffic? “Great SEO will build on itself! If you provide consistent, quality content/posts, this will lead to natural growth in referrals.”
  • 17. Professional Analytics Help & Advice Below are a few reputable agencies that I know of: Panalysis.com - Rod Jacka Bienalto.com - HurolInan LovesData.com - Michael Mangold iZillaSearchAndDisplay.com.au - Marcus Falley Datalicious.com - Christian Bartens “These agencies are based in Australia. I know the owners/founders of each consultancy and can highly recommend them.”
  • 18. Action List 1. Web Analytics: Setup & Start Measuring.
  • 19. Web Analytics  Keywords Content Crawl-ability Connections
  • 21. Understand your Customer‟s Frustrations & Questions Source Image: http://thematchupszone.files.wordpress.com/2012/04/confused.jpg
  • 22. The Keywords Research Process Searchers Search Engines Content External Sites Blogs Social Networking sites News sites Keywords Keywords on your web Keywords entered in the Search pages Used in Links Box “The Keyword Research process begins with a clear understanding of your customer, their pain points/problems and what solutions/products they are searching for.”
  • 24. Let‟s say we want to invest in one of these… …but what do Aussie’s type into Google… “Property” OR “Real Estate” ?
  • 25. Google Trends (free) 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.
  • 26. What are the most popular search terms? https://adwords.google.com/o/KeywordTool Features: Can compare beyond 5 Keywords. This tool uses Adwords data, so use “Exact” match type for more accurate SEO traffic. Discover other related terms.
  • 27. Some tips on how to expand your keyword set… Navigation Keywords Searching for your brand, domain name, office locations E.g. “Salesforce”, "Salesforce.com“, “Salesforce Sydney Office” Information Keywords Searching for solutions and seeking knowledge E.g. "What is CRM“, "What is Cloud Computing“, “Benefits of SAAS”, “Best CRM for…”, “How to Setup a CRM System” Transaction Keywords Searching with the intent of buying E.g. "Salesforce Pricing“, “Where to Buy Salesforce”, “How to Buy CRM” “Put yourself in your customer‟s shoes… What would you type into Google to find your business? Use the above to help you build out your list of target keywords.”
  • 28. Action List 1. Web Analytics: Setup & Start Measuring. 2. Keywords: What are your Top 10-20 Keywords.
  • 29. Web Analytics  Keywords  Content Crawl-ability Connections
  • 30. Three C‟s to SEO Content (Unique + High Value) Crawl-ability Connections (Technical + (Links + Authority) sitemaps)
  • 31. What is a Search Engine Spider/Crawler/Robot? Search Engine Spider Spam Filter Search App. Index
  • 32. Crawl-ability Search Engines Spiders Can only read plain text Can only follow text links Cannot read words within images
  • 33. How many pages of my site are in Google‟s Index? Search Engine Spider Spam Filter Search App. Index “Rule to Remember: Zero pages indexed = Zero Traffic from SEO.”
  • 34. How many pages of my web site are in the Search Index? Advanced Search Operator = [ site:your-domain.com ] No. of Results: Google = 2,160 Bing = 561
  • 36. Crawl-ability Story: FuturesMagazine.Asia 100’s of articles, Zero Traffic from Search Engines
  • 37. How many pages have been indexed?
  • 38. How did I fix it?
  • 39. How to fix crawl-ability issues? 1. Build a “Sitemap” page with text links to all the most important pages of your site. 2. Link to this “Sitemap” page in the footer across all pages of your site
  • 40. Action List 1. Web Analytics: Setup & Start Measuring. 2. Keywords: What are your Top 10-20 Keywords. 3. Crawl-ability: Check web pages are in the index [site:your-domain.com]
  • 41. Three C‟s to SEO Content (Unique + High Value) Crawl-ability Connections (Technical + (Links + Authority) sitemaps) 
  • 43. How do I know what my customers need?
  • 44. How to Source Content Ideas? Use your Search Box “Make sure you have content to meet customers needs. Use Internal Search data to identify content gaps.”
  • 45. Meet customers needs Optimised Meta Tags
  • 46. The Anatomy of a Search Result “Snippet” Title Tag – 68 Characters Max. HTML: <title> ... </title> Description Tag – Focus on the first 160 Characters HTML: <meta name=“description” content=“…” />
  • 47. Meet customers needs Optimised Meta Tags Unique
  • 48. Avoid Duplicate Titles and Descriptions Identical Page Descriptions. “Always publish unique content. If you have duplicate pages, Google is only going to index one URL.”
  • 49. Google Webmaster Tools (Free) http://www.google.com/webmasters Duplicate Titles and Meta Description Report “ All this insight, for free.”
  • 50. How to project manage a SEO project? List the pages Assign Primary & Work Keywords in to you want to Secondary Titles & Page Descriptions optimize. Keywords “SEO is Science + Art. Choose keywords that are popular (the Science part), work the keyword variations in to sentences that read well & entice action (the Art part).”
  • 51. Meet customers needs Optimised Meta Tags Unique Avoid Adobe Flash
  • 52. Example for a Flash based site Nice Keyword rich content, lovely images, superb portfolio etc. all built in Adobe Flash.
  • 53. Why are Flash Sites a nightmare to SEO? This website only has 1 page in Google’s index. A few reasons not to have a Flash based website: 1) Google can’t crawl inside proprietary Flash code 2) Only one chance to be listed, no matter how much content you have 3) Your site won’t work on an iPad
  • 54. Action List 1. Web Analytics: Setup & Start Measuring. 2. Keywords: What are your Top 10-20 Keywords. 3. Crawl-ability: Check web pages are in the index [site:your-domain.com] 4. Content: Select pages for your SEO project. Assign keywords, write meta data and content that is unique & of value.
  • 55. Three C‟s to SEO  Content (Unique + High Value) Crawl-ability Connections (Technical + (Links + Authority) sitemaps) 
  • 56. Links make your website strong 1 Link = 1 Vote 4 types of links: Internal Outbound Inbound Broken
  • 57. Be careful with whom you engage 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 “You should run from any firm that „guarantees No. 1 rank‟. Google cracks down on businesses that sell links to game their algorithm.”
  • 58. The power of Link Text The “Click Here” Story
  • 61. Let‟s look at sites that link to Adobe‟s page…
  • 62. Adobe‟s page has over 13 Million Links from across 535K domains “Look at the keywords used in links to your website.”
  • 63. How to check for Broken Links
  • 64. Google Webmaster Tools (Free) http://www.google.com/webmasters URL Errors Report – “Not Found” “Broken Links = Poor Quality Site  Low (or No) Rank”
  • 65. Web Analytics  Keywords   Content Crawl-ability Connections  
  • 66. Action List 1. Web Analytics: Setup & Start Measuring. 2. Keywords: What are your Top 10-20 Keywords. 3. Crawl-ability: Check web pages are in the index [site:your-domain.com] 4. Content: Select pages for your SEO project. Assign keywords, write meta data and content that is unique & of value. 5. Connections: Use keywords in your links. Refrain from buying links. Fix broken links.
  • 67. SEO Tools Some of my favourite & free SEO tools?
  • 68. Check your Links (and your competitors) www.OpenSiteExplorer.org or www.backlinkwatch.com
  • 70. Google Webmaster Tools (Free) http://www.google.com/webmasters “Remember: Google provide over 90% of all search queries in Australia. Best to leverage their tools.”
  • 71. Google Webmaster Tools (Free) http://www.google.com/webmasters Top Pages Report “This report tells us me often our Top Pages appear in the Search results and are clicked on (CTR = Click Through Rate).”
  • 72. Google Webmaster Tools (Free) http://www.google.com/webmasters Top Keywords Report “This report tells me the Top Search Queries that resulted in one of our pages appearing in the Search Results and how many clicks we got.”
  • 73. Google Webmaster Tools (Free) http://www.google.com/webmasters Site Performance Report (Site Speed) “This report tells us how long it takes Google to crawl our site. A “slow” rating would suggest we need to change hosting providers, upgrade our CMS System/Servers.”
  • 74. Google Webmaster Tools - Help www.youtube.com/watch?v=tQQmq9X5lQw Tips - Subscribe to GoogleWebmasterHelpYoutube Channel - Follows these folks at Google: Matt Cutts @mattcutts MaileOhye @maileohye “If you are serious about doing SEO yourself or in house, invest time into learning how to use Google Webmaster Tools. It could save you $1,000 in SEO agency fees.”
  • 75. SEO for Salesforce 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.
  • 76. Local SEO Help is available… Stew Art Media - http://stewartmedia.biz 2a/14 Lionel Rd, Mt Waverley, VIC. 3149 Ph: +61 3 8545 5900 @StewArtMedia Contact: Jim Stewart FirstClick Consulting - http://www.firstclickconsulting.com Suite 1.03, 164-168 Greville Street, Prahran, VIC, 3181 Ph: +61 3 9945 8179 @first_click Contact: Mark Armstrong
  • 78. Action List 1. Web Analytics: Setup & Start Measuring. 2. Keywords: What are your Top 10-20 Keywords. 3. Crawl-ability: Check web pages are in the index [site:your-domain.com] 4. Content: Select pages for your SEO project. Assign keywords, write meta data and content that is unique & of value. 5. Connections: Use keywords in your links. Refrain from buying links. Fix broken links. 6. BONUS – SEO Tools: Use Google Webmaster Tools to uncover SEO issues.
  • 79. Question Time Mark Vozzo Email: mvozzo@salesforce.com LinkedIn: linkedin.com/in/markvozzo Twitter: @markvozzo Event: #cloudforce Download slides at: http://blogs.salesforce.com/au
  • 82. Resources: News, Blogs and Consultants SearchEngineLand.com(News) SearchEngineWatch.com(News) Bruce Clay(SEO Consultants) SEOmoz(SEO Consultants) SEOToolbar (free) (By Aaron Wall)
  • 83. More Resources: Articles, eBooks and Videos 9 Tips for Writing Effective SEO Content – Marketing Profs 10 Ways to make your business Google Friendly from Google’s Chief Technology Advocate - SmartCompany Google’s SEO Starter Guide (PDF Download) 6 Part video on the Google SEO Starter Guide - Thanks Aussie Web Conversion (Brisbane) info@aussieweb.com.au
  • 84. Want to learn more… Free 10 Week Course http://www.stayonsearchcourse.com/signu p.php
  • 85. Who to trust? Be careful what you read about SEO…
  • 86. Credible Sources that I refer to… smallbusinesssem.com @MattMcGee bruceclay.com/au/seo-hierarchy-of-needs.htm @BruceClay “Rely only on reputable sources. I have printouts of these up on my pin board in the office.”
  • 87. Search Engine Ranking Factors http://seomoz.org/article/search-ranking-factors Rand Fishkin www.seomoz.org @RandFish “An excellent resource. See what a panel of SEO experts from across the world are seeing.”
  • 88. Search Engine Ranking Factors http://seomoz.org/article/search-ranking-factors Rand Fishkin www.seomoz.org @RandFish “An excellent resource. See what a panel of SEO experts from across the world are seeing.”

Notes de l'éditeur

  1. Be careful what to read on the Net about SEO. There are some techniques that could end up hurting your rank rather than helping.
  2. Be careful what to read on the Net about SEO. There are some techniques that could end up hurting your rank rather than helping.