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APractical Guide for Effective
Search EngineOptimization&Search EngineMarketingPage 2 of about 25,600,000 results (0.30seconds)
Forward Looking Statement
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.
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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.
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Presentedby:
NatalijaPavic
SalesforcePardotSpecialistandGrowthHacker
NeilBarbaro
SeniorAccountExecutiveSalesforce
HeatherBlack
MarketingDirectorNubik
Speakers
Agenda
3:00pm – 3:30pm RegistrationandNetworking3:30pm– 5:00pm Best PracticesofSEOandSEMwith
NatalijaPavicandHeatherBlack5:00pm- 5:30pm MarketingAutomationDemowith
Neil Barbaro5:00pm– 5:30pm Q&A withourspecialguestSEO/SEMExpert
HernanCespedes5:30pm– 6:00pm Cocktails +Canapes+Networking
Table Of Contents
SEO AutomationSEM
SEO: Theart and scienceofrankingon the first pageofGoogle.
SEO at the Early Stage in Sales Funnel
ü Informational
ü Be a resource
ü Trusted Advisor
ü Content
SEO at the Late Stage in Sales Funnel
ü Reputation Management
ü Customer Feedback
ü Public Relations
Why is it a Science?
KeywordsLinkingCrawlability
Crawler:A piece of code that roamsthe web to index,reference, and retrieveinternet pages.
Crawlability:How easy your site is tocrawl because of itsunderlying code(aka website formatting).
Keywords:
Put yourself in the minds of your audience
Get more out of your keywords
ü URL
ü H1 & H2 Headers
ü Body Copy
Special Call Out: Anchor Text
No SEO
To learn more, click here.
OK SEO
ClickheretolearnmoreaboutNubik.VisitNubik.ca tolearnmore.
Best SEO
ClickheretolearnaboutNubik’s SalesforceConsultants.
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
Image alt
<img src="puppy.jpg"alt="puppydogbabydogpuppupspuppiesdoggiespupslitterpuppiesdogretrieverlabrador wolfhoundsetterpointerpuppyjackrussellterrierpuppiesdogfoodcheapdogfoodpuppyfood"/>
<img src="puppy.jpg"alt=“Cutepuppiesplayingtogether">
Video
Google loves video – but needs your help:
• Create standalone pages for videos
• Include title, description and thumbnail in javascript
To YouTube or not to YouTube?
Meta Information for SERP Readability and ConversionTitle
URL
Description
How Does That Work?
Title Tag: 50-60 characters
• Keywords | Brand
Description Tag: 160 characters
• Short and concise
• Drive clicks!
URLs
Yoast for WordPress or Drupal
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
Measuring SEO Performance
DirectTyped in traffic, bookmarks, email links without tracking codes, etc.
ReferralFrom links across the web or in trackable email, promotional, and branding campaign links
SearchQueries that sent traffic from any major or minor web search engine
Mo 1 Mo 2 Mo 3 Q AvgVisitor TrendsSessions 2046 2251 2431 2148Bounce Rate 52.64% 57.90% 62.54% 55.27%Visits - Bounce Rate 969 1066 1151 1017
Pages / Session 4.30 4.73 5.11 5Avg Session Duration 12.90 14.19 15.33 14From Source 0 0Direct 595 655 707 625Referral 468 515 556 491
Organic Search 701 771 833 736Social 261 287 310 274Paid 0 0 0 0All Other 21 23 25 22
Why is it an Art?
What you are looking forNatural Language ProcessingProprietary
Table Of Contents
SEM
SEM: Thepromotionofwebsitesprimarily throughpaidadvertising.
Elements of a campaign
Fundamentals: PPC Bidding
Pay-Per-Click (PPC) Bidding
• How much you’re willing to spend for a given keyword
2.75
2.251.75
1.25
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
LowQuality HighQuality
Fundamentals: Keyword Match Types
ExactMatch
[redmen’stennisshoeswithvelcro]
PhraseMatch
“men’stennisshoes”
BroadMatch+BroadMatchModified
men’svelcro shoes+men’s+velcro +shoes
Account
Campaign
Ad Group
KeywordList
Ad Group
KeywordList
Campaign
Ad Group
Keywords
Ad Group
Keywords
Campaign Ad Group Keywords Ad Copy
Consultants [English]
$200 / day
Salesforce Consultants
Salesforce consultantsBest Salesforce consultants
Certified salesforce consultants
Salesforce consultantsLooking 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 salesforceConsultants Salesforce Montreal
Consultants salesforce francophone
Consultants SalesforceVous cherchez un consultant Salesforce? On peut vous aider. Appellez-nous des aujourd’hui! www.nubik.ca/consultants-salesforce
Anatomy of a Landing Page
Measuring Campaign Performance
Impressions Clicks Conversions
Table Of Contents
Automation
So they came to your website…
Converting your prospects
Passive Aggressive
Content as currency in exchange for data
✔ Events
✔ Checklists
✔ Whitepapers
✔ Infographics
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
TheMarketingPlaybookisBeingRewritten
Marketing Sales
Today,BuyersForgeTheirOwnPaths
Marketing
Sales
Marketing
Sales
TypicalSalesandMarketingProcess
LeadGenerationCampaigns1600DeadLeads• Events
• Website• Emails• Content• Social
2000ContactsDirecttoSales
80%touched
20%converted
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