Mark Vozzo shares some Search Engine Marketing Tips and Tools to help Aussie Businesses get more traffic and leads from Google Search. It's a great overview of SEO (Search Engine Optimisation) and SEM (Paid Search). It focuses on Content Optimisation, Keyword Research and Crawl-ability.

1. Essential Search Marketing Tips
for your Business
Mark Vozzo
Presenter
salesforce.com
Natalie Chrara
Host
salesforce.com

2. This webinar is based on Mark’s CeBIT session.
http://blogs.salesforce.com/au/2013/06/seo-tips-cebit-slides.html
"no-nonsense hints and tips“
"The presenter provided
valuable information, easy to
understand."
"This was a complete SEO
lesson in 45m"

3. About Me
Mark Vozzo
• +10 years in Digital Marketing
• Started out as a Web Developer & Designer
• Fell in love with search in the late 90’s
• Worked in Media, Technology, B2B & B2C
Fairfax Media
Search Marketing Analyst
(News & Media Group)
Microsoft
Search and Online Analytics
Manager, ANZ
Salesforce
Online Manager, APAC
(Inbound & Marketing Ops)
@MarkVozzo

4. Thanks to those who completed
my Pre-Webinar survey

5. The majority are managing their sites in-house.
Managed in-house
73%
Outsource to
agency
27%
Who manages your website?

6. Folks are most interested in Content, Keywords &
Crawling
0
2
4
6
8
10
12
14
16
18
Analytics Keyword
Research
Crawl-ability Content Connections
& Links
ROI Keep Up-to-
date
Most Popular Topics

7. Agenda
Part 2:
Search Marketing Essentials
Part 1:
About Search Engines
– How do Search Engines work
– Aussie Search Landscape
– What is SEO & SEM

8. Part 1:
About
Search Engines

9. How Google Works
www.google.com/insidesearch/howsearchworks/thestory/

10. Google Updates (20 algorithm changes in 2011)
Source: http://fallingupmedia.com/images/infographics/google-algorithm-2011.jpg
Tip: For all the
latest Google
algorithm changes:
moz.com/google-
algorithm-change

11. Google has over 200 Ranking Factors
www.searchenginejournal.com/infographic-googles-200-ranking-factors/64316/

12. Poll Question 2:
Which of the following Search Engines do you
use the most?
(Please select one)
A. Yahoo 2%
B. Google 98%
C. Bing 0%

13. What’s your favourite Search Engine?
“9 out of every 10 searches in Australia happen on Google.”
Source: April 2011- Hitwise

14. What is the
difference between
SEM & SEO?
@MarkVozzo

15. What is SEM vs. SEO?
SEO
Search Engine
Optimisation
(Organic Search):
Paid Search
(PPC or SEM):

16. Eye Tracking Study
“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

17. What’s so great about having 1st Position?
Position Avg. Click-thru-rate (CTR)*
#1 36.4%
#2 12.5%
#3 9.5%
#4 7.9%
#5 6.1%
#6 4.1%
#7 3.8%
#8 3.5%
#9 3.0%
#10 2.2%
x4
“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.”

18. @MarkVozzo

19. Keyword Research
Which words do I choose?

20. Understand your Customers:
Know their Frustrations & Questions
Source Image: http://thematchupszone.files.wordpress.com/2012/04/confused.jpg

21. The Keyword Research Process
Keywords
entered in the
search box
Keywords
in your
content
Keywords
in
link text
Blogs
Social Networking
sites
News sites
etc...
Searchers Search Engines Content External Sites
“The Keyword Research process begins with a clear understanding of your customer, their pain
points/problems and what solutions/products they are searching for.”

22. Keyword Research Tools
in Action
@MarkVozzo

23. Let’s say you are searching to buy/invest in…
“Real Estate” or “Property”

24. Poll Question 3:
Which keyword would you type into a search
engine to buy…
Please select one
A. Property 52%
B. Real Estate 48%

25. Which are the more popular search terms?
www.google.com/trends
Features:
Compare up to 5
different terms.
Filter for local Aussie
search trends
Filter based on your
business industry using
“Categories”
Discover other related
terms that you can add to
your keyword list.

26. What’s the monthly traffic for keywords?
https://adwords.google.com/o/KeywordTool
Features:
You can compare
beyond 5 keywords
Set Country = Australia
Search Volume is here,
Local Monthly Searches
Discover other related
terms.

27. Keywords Research Tools (Free Tools)
• Bing Keyword Tool: www.bing.com/toolbox/keywords
• Soovle: www.soovle.com
• Wordstream: www.wordstream.com/seo-free-trial
• Wordtracker: freekeywords.wordtracker.com
32

28. @MarkVozzo

29. Search Engine Spiders .
Can only read plain text .
Can only follow text links .
Image Source

30. How do I check if my webpages are spider
friendly?
“Another tool that does a similar thing: www.browseo.net ”

31. How many pages of my site are in Google?
Advanced Search Operator - site:your-domain-here.com
Number of Pages in Google Number of Pages in Bing
“Rule to Remember: Zero pages indexed = Zero Traffic from SEO.”

32. A “Crawl-ability” Story
@MarkVozzo

33. Nice keyword rich content, lovely
images, superb portfolio etc. all built
in Adobe Flash.

34. Adobe Flash sites looks great, but not so great for
SEO
A few issues with Flash sites:
1) Google can’t crawl inside
proprietary Flash content
2) Only 1 page listing in Google (no
matter how much content you have).
3) Sites won’t work on iPhone/iPad
devices
This website only has
1 page
in Google’s index.

35. @MarkVozzo

36. Ask them. Survey them. Spy on them?
Source Image: http://thematchupszone.files.wordpress.com/2012/04/confused.jpg

37. Look at your “Internal Site Search” data
Top Internal Search
Keywords:
Pricing = 220
iPad = 135
CRM = 126
Careers = 124
MYOB = 103
non-profit = 95
Outlook = 80
API = 76
Make sure you have content to meet customers needs. Use Internal Search data to
identify content gaps/opportunities. Setup Google Analytics Site Search.

38. How to optimise
“Content”
to improve rankings and traffic.

39. Anatomy of the Search Result “Snippet”
Title Tag – First 68 characters
HTML: <title> ... </title>
Description Tag – Focus on the first 160 characters
HTML: <meta name=“description” content=“…” />

40. Google Webmaster Tools helps identify issues
http://www.google.com/webmasters
“A great tool for analyzing HTML Tags to find Duplicate or Missing Titles & Meta Descriptions & more…”

41. Google Webmaster Tools
“If you are doing SEO yourself/in-house, invest time in learning how to use Google Webmaster
Tools. It could save you $1,000 in SEO consulting fees.”
Watch this video:
“Using Webmaster Tools like an SEO ”
Give you insights like:
- Crawl Error Reports
- Page Speed
- Broken Link Reports
- URL Redirection Issues
- And more…

42. How to manage a SEO project
“SEO is Science + Art. Choose keywords that are popular (the Science part), work the
keywords in to sentences that read well & entice action (the Art part).”
List the pages
you want to
optimize.
Assign Primary &
Secondary
Keywords
Write Keywords in
to Titles & Page
Descriptions
Write Keywords
in Page
Headings <H1>

43. Thank You!
Presenter: Mark Vozzo
Email: mvozzo@salesforce.com
LinkedIn: linkedin.com/in/markvozzo
Twitter: @markvozzo
Host: Natalie Chrara
Email: nchrara@salesforce.com
LinkedIn: linkedin.com/in/natalie-chrara