Cnfidential MarketingXLerator

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Cnfidential MarketingXLerator

Fundamentals  of  SEO  and  SMO    

Natascha  Thomson  CEO,  MarkeHngXLerator  

April  16,  2015  

Cnfidential MarketingXLerator

Natascha  Thomson  NaThomson@MarkeIngXLerator.com    @NaThomson  +1  (925)  519-­‐8111    

Over  15  years  of  B2B  markeHng  experience  in  Global  2000  and  startup  companies.    Customers  include  SAP,  EMC,      Polycom,  SLAP,  Lookingglass.  

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Quiz      

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Mark  Zuckerberg,  CEO  

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Larry  Page  &  Sergey  Brin,  Founders  

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Sheryl  Sandberg,  COO        #LeanIn  

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Jeff  Weiner,  CEO  

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Dick  Costolo,  CEO  

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Reid  Hoffman,  Co-­‐Founder  

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1.  SEO  2.  SMO  3.  Inbound  MarkeIng  4.  Keywords  5.  Tools  6.  Strategies  &  TacIcs  for  SEO/SMO  Success    7.  Tools  8.  Measuring  Success  

9.   Q&A          

             

   

 

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Search  Engine  OpHmizaHon  (SEO)  

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SEO  

   

“The  process  of  affec.ng  the  visibility  of  a  website  or  page  in  a  search  engine’s  unpaid  results.”  

         Source:  Wikipedia.org  

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Social  Media  OpHmizaHon  (SMO)  

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SMO      

“The  use  of  social  media  outlets  and  communiIes  to  generate  publicity    to  increase  the  awareness  of  a  product,  brand  or  event.“  

       

         Source:  Wikipedia.org  

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The  (Secret)  Ever-­‐Changing  Google  Algorithm  

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Google  Algorithm  Coming  up:  

 “Star.ng  April  21,  we  will  be  expanding  our  use  of  mobile-­‐friendliness  as  a  ranking  signal.      This  change  will  affect  mobile  searches  in  all  languages  worldwide  and  will  have  a  significant  impact  in  our  search  results.”  

     

         

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“Mobile-­‐Friendliness”  Defined  

30  %of    total  traffic  comes  from  mobile  How  much  mobile  traffic  do  YOU  get?    Google  AnalyIcs  .Audience  >  Mobile  >  Overview  •  “Website  soiware  that’s  compaIble  with  mobile  (so  no  

Flash,  for  example)  •  Large,  readable  text  without  zooming  •  Content  automaIcally  resizes  to  fit  the  screen  (so  you  don’t  

have  to  scroll  horizontally)  •  Large  links  with  plenty  of  space  between  each  so  they  are  

easily  tapped’  

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Take  the  “Mobile  -­‐Friendly”  Test  hmps://www.google.com/webmasters/tools/mobile-­‐friendly/  

 

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Look  at  Your  Own  Site  on  Your  Mobile  

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Inbound  MarkeHng  

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The  Top  3  Free  &  No-­‐Brainer  Tools  

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Google.com  

Google.com  

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Google.com/Alerts  

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Other  Tools  

X’    

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SEO/SMO  Strategies  &  TacHcs  

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Customer-­‐Centric  

•  What  problem  is  your  client  trying  to  solve?  •  What  informaIon  is  he/she  looking  for?  •  What  exact  words  will  they  type  into  the  browser?  

 

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There  are  over  200  factors  Google  considers  for  their  ranking.    This  presentaIon  will  not  present  the  technical  factors,  e.g.  how  to  opImize  your  website  via  HTML  code,  URL  names  etc.    To  opImize  hire  a  web  master  to  do  that  part.    

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Keywords  

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Keyword  vs.  Long  Tail  

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Keywords    

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Content    IN  CONTEXT  

 is  King  

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Content  

•  Provide  the  right  content  in  the  right  context.  What  does  that  man?  

•  Think  “Buyer  Cycle”:  Paste  picture  here.  

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Cnfidential MarketingXLerator47  Picture  Source:    via  Crea.veCommons.org  via  Flickr.  

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Paid  

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Cadence    

•  Things  change  

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Tools  

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Measuring  Success  

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SEO  Success  =  

•  Improved  Google  Search  Rank  •  Increased  site  traffic  •  Increased  Ime  &  engagement  on  site  •  Increased  conversion  rate  •  Increased  number  of  leads  •  Increased  number  of  closed  deals  •  Improved  User  Experience  

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Q&A  

Cnfidential MarketingXLerator

Natascha  Thomson  NaThomson@MarkeIngXLerator.com    @NaThomson  +1  (925)  519-­‐8111  MarkeHngXLerator.com      

Over  15  years  of  B2B  markeHng  experience  in  Global  2000  and  startup  companies.    Customers  include  SAP,  EMC,      Polycom,  SLAP,  Lookingglass.