Seo and Demand Generation

© 2011 Eloqua, Inc. Confidential 1

Search Engine Optimization (SEO) & Demand Generation

Alexandra Fisher, Web Marketing Director, Eloqua


Agenda

• 4 Demand Generation Best Practices that Support SEO • 5 Ways Demand Generation can Subvert SEO • Fast facts about the Eloqua Platform and SEO


4 Demand Generation Best Practices that Support SEO

• In Demand Generation, all leads are NOT created equal • Demand generation best practices require a close look at

funnel economics: how much did it cost to generate this lead and how likely is it to close

• In Search Engine Optimization, all site visits are NOT created equal • What are the terms that drive revenue?

1) Focus on ROI


Eloqua

Lead Management

Marketing Automation

B2B Marketing Lead Scoring


Eloqua

Lead Management


B2B Marketing Lead Scoring

5%

11%

27%

25%

9%



Search Term Google Volume (monthly/local)

Eloqua 14,800 Lead Scoring 1,900 Lead Management 22,000 Marketing Automation

12,100

B2B Marketing 22,200

1) Focus on ROI



Search Term Google Volume (monthly/local)

Site Conversion Rate

Eloqua 14,800 9% Lead Scoring 1,900 27% Lead Management 22,000 25% Marketing Automation

12,100 11%

B2B Marketing 22,200 5%

1) Focus on ROI



Term Google Volume (monthly/local)


Potential

Eloqua 14,800 8% 1332

Lead Scoring 1,900 27% 513

Lead Management

22,000 25% 5500


12,100 11% 1331

B2B Marketing

22,200 5% 1110

1) Focus on ROI





Potential Avg. MQL %

Yield

Eloqua 14,800 8% 1332

Lead Scoring 1,900 27% 513

Lead Management

22,000 25% 5500


12,100 11% 1331

B2B Marketing

22,200 5% 1110

1) Focus on ROI

Marketing Qualified

Lead





Potential Avg. MQL %

Yield

Eloqua 14,800 8% 1332 25% 333

Lead Scoring 1,900 27% 513 25% 128

Lead Management

22,000 25% 5500 25% 1375


12,100 11% 1331 25% 332

B2B Marketing

22,200 5% 1110 25% 277

1) Focus on ROI


Where to get the data

• Google AdWords Keyword Tool

• Google Analytics/Omniture Conversion Data



2) Landing Page Optimization



3) Testing and Optimization





Demo Offer

Same headline, different offers…

Original

RPM Offer

WP Offer





Demo Offer

Same headline, different offers…

Original

RPM Offer 5%

conversion

9% conversion

5% conversion WP Offer



4) Monitor



4) Monitor

• Track Google positions for hundreds of terms • Track inbound links and link opportunities • Track performance against competitors • Track social signals for key pages: “like”, “plus”, etc. • Make recommendations for critical website updates • Workflow to assign and manage updates • Alerts



4) Monitor



4) Monitor


Agenda

• 4 Demand Generation Best Practices that Support SEO

Choose High ROI

Terms

Optimize Conversions

Test

Monitor


5 Ways Demand Generation can Subvert SEO

• The Eloqua platform makes it super easy to copy an old landing page and re-deploy it

• Positives: • Super easy for overworked marketers rolling out new

campaigns • Better quality control. Using a tested asset is best

• Negatives: • Google can ding you for duplicate content

1) Easily copy and deploy landing pages




Dr Pete on SEOMoz, “Duplicate Content in a Post- Panda World” http://www.seomoz.org/blog/

http://www.seomoz.org/blog/duplicate-content-in-a-post-panda-world�



• Since the Panda update (February 2011), duplicate content can effect the rankings on your entire site • Panda was a huge algorithm update aimed at combating

“content farms” • Even non-duplicate content can disappear from ranking

completely

• By default, Eloqua landing pages are search engine crawlable • Set by a generic robots.txt file with landing pages & hypersites




• Good news! • To prevent duplicate content add this meta tag to any

duplicate (or close to duplicate) landing page:

<meta name="robots" content="noindex,nofollow">




• Every landing page that you allow to be crawled by Google needs to be: • Accurate • Optimized for a certain term • Part of your “information architecture”

• Can you get to the page through your main site navigation? • Does it look like your brand?

• In general, PURL pages should always be No Index • They are designed to offer a personal experience with dynamic

content

Index? Or No Index???



• The Eloqua platform makes it easy to create sub domains like: • Success.eloqua.com • Followtheirlead.eloqua.com

• Positives: • The URL supports the overall theme of the campaign • URL is easy to remember

2) Creating Unnecessary Subdomains



• In SEO it is paramount to create as many inbound links and social signals on your primary website as possible • Google looks for signals that the page is a trusted authority on

that topic

• In September 2012 Google announced that: • WWW and non-www sites are treated as the same site

2) Creating Unnecessary subdomains



• Use subdomains for content that is somehow different from your core website: • Ecommerce vs. Informational • Long term campaign microsites

• Keep them maintained, updated and link to them from your main site

• Special audiences • Partners • Customers • SMB

2) Creating Unnecessary Subdomains



• Positives: • You get additional data on the prospect • Using progressive profiling and other smart form techniques

can offer very high conversion rates • It’s not all about SEO…

• Negatives: • Every crawl-able asset on your website is a plus for Google

• Long tail searches

3) Put valuable content behind a form



• Create a content matrix and consistently gate high value content: • Webinars • Whitepapers

• Another Idea: Publish the asset fully as HTML, but gate the printable version

3) Put valuable content behind a form





• Positives: • Great for HUMANS

• Copy should be very short, using bulleted points • Use images wherever possible instead of words • Wow, and videos are even better!

• Negatives: • Not so great for SEARCH BOTS

• Looking to find in-depth authoritative pages • 300-1000 words

4) Keep it short and sweet!



4) Keep it short and sweet, use a lot of images instead of words



4) Keep it short and sweet, use a lot of images instead of words



• Positives: • Great for HUMANS

• Wow factor

• Negatives: • Not so great for SEARCH BOTS

• Dynamic websites don’t have a lot of indexable URLs • Sometimes content in Ajax pages is unsearchable

5) Use way cool html animation (AJAX) to engage the visitor



5) Use way cool HTML5/Ajax to engage the visitor






Agenda

• 5 Demand Generation Best Practices that Subvert SEO • Duplicate Content • Unnecessary Subdomains • Too Much Gated Content • Too Little Text • Too Much HTML5/Ajax


Fast Facts about Eloqua Platform & SEO

• By default all content is crawlable • Use noindex, nofollow to disallow search robots

• Eloqua hypersites and landing pages do not have a sitemap.xml file

• Meta tags are easy to add • You can customize title tags • In E10 you can have a vanity URL like:

• http://eloquaexport.com/MyLandingsPage • instead of the page number

Business

Seo and Demand Generation