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
Slides will be posted on our blog:
http://blogs.salesforce.com/au

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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 Search and Online Analytics Online Manager, APAC
(News & Media Group) Manager, ANZ (Inbound & 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

5. About
Search Engines

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

8. How do
Search Engines
Work?

9. How does a Search Engine work?
Search Engine
Website Spider Web Browser
Search Box
Web Server Spam Filter
Search App.
Search Results
HTML, ________________
Images, ________________
________________
________________
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
Search
SEO Results
Area
Organic
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. 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.”

13. SEO
My 5 Secrets Tips

14. Web Analytics
Keywords
Content
Crawl- Connections
ability
“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 search metrics?
- 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
Bienalto.com
LovesData.com
iZilla – SearchAndDisplay.com.au
Datalicious.com
“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- Connections
ability

20. Keyword Research
Which words do I use?

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 Keywords
entered in the your web pages Used in Links
Search 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.”

23. My
‘Keyword Research’
Story

24. Let’s say I want to buy one of these…
Do I search for “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. Google’s Auto-Suggest provides some clues
as to what are some popular search terms
vs.
“Google is focussed on providing a great user experience, hence it tries to
predict what the user is searching for with the aim of getting them there faster.”

28. 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.”

29. Action List
1. Web Analytics: Setup & Start Measuring.
2. Keywords: What are your Top 10-20 Keywords.

30. Web Analytics

Keywords

Content
Crawl- Connections
ability

31. Three C’s to SEO
Content
(Unique +
High Value)
Crawl-ability
(Technical + Connections
sitemaps) (Links + Authority)

32. How does a Search Engine work?
Search Engine
Spider
Spam Filter Search App.
Index

33. Crawl-ability
Search Engines Spiders
Can only read plain text
Can only follow text links
Cannot read words within images

34. How does a Search Engine work?
Search Engine
Spider
Spam Filter Search App.
Index
“Rule to Remember: Zero pages indexed = Zero Traffic from SEO.”

35. 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. A
“Crawl-ability”
Story

37. Crawl-ability Story: FuturesMagazine.Asia
100’s of articles, Zero Traffic
from Search Engines

38. How many pages have been indexed?

39. How did I fix it?

40. 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

41. 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]

42. Three C’s to SEO
Content
(Unique +
High Value)
Crawl-ability
(Technical + Connections
sitemaps) (Links + Authority)


43. Meet customers needs

44. How do I know what
my customer’s need?

45. Source Content Ideas from your Search Box
Top 5
Keywords:
Pricing = 220,
Price = 149,
iPad = 135,
CRM = 126,
Careers = 124
“Use Internal Search data to identify Content gaps. Make sure you have content to
meet customers needs.”

46. Meet customers needs
Optimised Meta Tags

47. 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=“…” />

48. Meet customers needs
Optimised Meta Tags
Unique

49. 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.”

50. Google Webmaster Tools (Free)
http://www.google.com/webmasters
Duplicate Titles and Meta Description Report
“ All this insight, for free.”

51. How to track & manage a SEO project?
List the pages Assign Primary Work Keywords in
you want to & Secondary to Titles / Page
optimize. Keywords Descriptions
“SEO is Science + Art. Choose keywords that are popular (the science), work
the keyword variations in to sentences that read well & entice action (the art).”

52. Meet customers needs
Optimised Meta Tags
Unique
Avoid Adobe Flash

53. Example for a Flash based site
Nice Keyword rich content,
lovely images, superb portfolio
etc. all built in Adobe Flash.

54. 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

55. 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.

56. Three C’s to SEO
Content
(Unique +
High Value)

Crawl-ability
(Technical + Connections
sitemaps) (Links + Authority)


57. Links make your website strong
1 Link = 1 Vote
4 types of links:
Internal
Outbound
Inbound
Broken

58. 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.”

59. The power of
Link Text
The “Click Here” Story

62. How are people linking to Adobe’s page…

63. 13 Million Inbound Links across 535K domains
“Look at the keywords used in links to your website.”

64. How to check
for
Broken Links

65. Google Webmaster Tools (Free)
http://www.google.com/webmasters
URL Errors Report – “Not Found”
“Broken Links = Poor Quality Site  Low (or No) Ranking”

66. Web Analytics

Keywords


Content
Crawl- Connections
 
ability

67. 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.

68. SEO Tools
Some of my favourite &
free SEO tools?

69. Check your Links (and your competitors)
www.OpenSiteExplorer.com or www.backlinkwatch.com

70. Competitor Backlink Analysis

71. Google Webmaster Tools (Free)
http://www.google.com/webmasters
“Tip: Leverage the tools Google provide as they have over 90% search query share
in Australia.”

72. 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).”

73. 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.”

74. 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.”

75. Google Webmaster Tools - Help
www.youtube.com/watch?v=tQQmq9X5lQw
Tips
- Subscribe to
GoogleWebmasterHelp
Youtube Channel
- Follows these folks at Google
Matt Cutts @mattcutts
Maile Ohye @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.”

76. 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.

77. To Sum Up…

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. Tools: Use Google Webmaster Tools to uncover
SEO issues. Use OpenSiteExplorer.com to
check Backlinks.

79. Question Time
Mark Vozzo
Email: mvozzo@salesforce.com
LinkedIn: linkedin.com/in/markvozzo
Twitter: @markvozzo
Download slides at:
http://blogs.salesforce.com/au

81. Resources

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.stayonsearchc
ourse.com/signup.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.”