B2B SES Chicago

Don’t Leave it Up to the Search Engines

Tell them which are the most important pages on the site

Optimization Examples

o VMwareo Verisigno HPo A Quick Look at Real-Time Google in

Action

VMware

Content for all Searchers

Content for Education

o For initial researcherso Category ownershipo Broad information seekers

Category / industry keywords

Virtualization has its own directory and multiple sections covering ‘what,

why and who’

Virtualization has its own directory and multiple sections covering ‘what,

why and who’

Content for Product Space

o For comparison shopperso For familiars of the industryo Very qualified for follow-up

Product related (non-brand) keywords

Video Content on YouTube about Virtual Machines.

Found through search and on the VMware

YouTube channel.

Video Content on YouTube about Virtual Machines.

Found through search and on the VMware

YouTube channel.

Content for Brand Product Names

o For serious leadso For current users (upgrade, cross-sell)o For new groups in current customero For people who know what they want

Product related keywords with brand

Keyword Linking from External Elements

<a href="http://www.verisign.com/ssl-certificate/…………… ABOUT SSL

CERTIFICATES</a>

HP

Using Competitive Keywords

Goal

o Appealing contento Use competitor’s brands words legally and

where relevant

Search Visibility

http://www.hp.com/sbso/expert/competitive.html

Taste of Google Real-Time

http://www.google.com/search?hl=en&rlz=1B5GGGL_enUS289US289&q=computers&aq=f&oq=&aqi=g10

Thank you.

Barbara CollCEO, WebMama.com www.twitter.com/webmamaBlog.webmama.combcoll@webmama.com