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1 of 35
Barbara Coll
CEO,
WebMama.com Inc.
@webmama
Content,
Search and
Getting
Found
2
Title of Talk: Content, Search
and Getting Found
Getting Found for What?
3
Getting Found for What?
 Quality Traffic
 Job Seekers
 Qualified Potential Customers
 Customers
 People familiar with your brand
 Could be all of the above
4
Getting Found for What?
 Quality Traffic
 Job Seekers
 Qualified Potential Customers
 Customers
 People familiar with your brand
 Could be all of the above
5
Goals of a Keyword
Discovery/Optimization Project
 Specifically looking for 5-20 words/phrases
that are highly relevant that can be used
for content and source code optimization
 First step to increasing/maintaining
visibility in search engine results for
specific words and phrases relevant to
what the external audience is looking for
 Appear in top 3 organic search results for
chosen keywords/phrases (*)
 Get leads from organic search traffic
6
7
Indentifying Gaps
 Google Webmaster Tools – content scrape
(www.google.com/webmasters/tools*)
 Ranking Reports (moz.com*, Brightedge*)
 Competitive analysis – what are they optimized
for – are you?
 Paid Search Keywords (ispionage.com*)
 Hard one – review industry papers – see where
you are left out – see words they use – do you?
 Call Your Mother
*Requires an account for detailed information
8
Filling the gaps
 Paid search is a partner
 Content development with internal linking
 Content development outside the site (new
policies about guest blogging)
 Focus on what you can control
9
Brand domination - required
10
And …. More Domination
11
How did they find you anyways?
 Following external links and finding your new
content
 Following your internal links - if you link to a
page from the home page then since you
think it is important so will the engines
 You told them through the Webmaster Tools
 The press release you put out
 The blog you wrote
12
Story: New Site Design Launched Mar
7. Draft/Beta/Test site had
noindex/nofollow meta tags. Weren’t
removed until March 27.
Visitor Traffic from Google Organic
13
Domination
14
Maintaining Visibility
15
Case Study - VMware
 Full L&F and site architecture
redesign
 36 languages
 2M pages
 Search Visibility Guidelines in Style
guide
 Web Producers and Content
Owners Trained on Guidelines
16
Keyword Category
Domination
Company = VMware
Keyword = virtualization
@webmama
Instances of Keyword/Content
http://www.vmware.com/products/
http://www.vmware.com/virtualization/ *
http://www.vmware.com/virtualization/virtualizatio
n-basics/what-is-virtualization.html *
http://www.vmware.com/products/desktop-
virtualization.html *
* URLs/Filenames the same as pre-redesign
18
Internal Content Links Maintained
Footers
Imagery
Main Nav
Video
19
Right about Now
 Spot check for redirect errors – click on organic
search results
 Home page change? 3 hours
 Sitelinks? 1-3 days
 Old and new URLs at same time – yup – some overlap
 DNS propagation – 4-5 days across world
 Major ranking changes – 2 weeks
Launch
2-weeks
20
Visual
Search
Turns Up
Lots of Things
21
VMware Case Study -
22
4/25/14
23
Tidemark
 Domain Change
 Tidemark.net to www.tidemark.com
 NO other changes were made during
domain change
 Situation
 .net had 3400 external links into the site
 .com had 3 links that were relevant
 Had to gain Google’s trust
24
Switch Occurred 11/14 5:30pm
 Prior to switch internal links were tested by lots of people
 Once switched over redirects from .net to .com were tested by a number of
people. 404 page was also tested.
 Once comfortable that site was stable (about 9am next morning) the
following steps were taken:
 Google was informed of switch from .net to .com in 3 ways
 From .net webmaster tools account we through the switch to tell them
we had changed the company domain
 We asked the engines to ‘fetch’ the .com pages (a way of getting them
to look at the pages sooner)
 We submitted an automatically generated sitemap which was crawled
on 11/18.
 All actions were also taken with Bing (therefore also Yahoo)
25
External Link Update (moz.com
opensiteexplorer)
^86
26
Domain Authority
26
27
Ranking and Traffic Growth
Trend line shows
keyphrase/words
above 51 organic
results
Organic traffic
28
How Do People Mess Up?
 Keep old test site rules/code in place
 Robots.txt excluding important directories or engines
themselves
 Meta Tags that tell the engines what to do
 No 301 redirects from old pages to new pages
 Have an error page in place that insults the visitor (or even
have no error page in place)
 Forget to turn on the analytics for tracking the new site
 Forget to update all content controlled by company – especially
need to update Google+
 They only look at rankings and not at the actual, visible to
searchers, results
29
30
31
32
33
Paid Search – using assets
instead of just text ads
34
26
4
30
33
$409
$1,649
$318
$186
$-
$200
$400
$600
$800
$1,000
$1,200
$1,400
$1,600
$1,800
0
5
10
15
20
25
30
35
Oct
Nov Dec Jan
Leads vs CPL
Leads
CPL
With the addition of
white papers the
CPL went from over
$400 to $180. CTR
increased 47% and
conversion rate
increased 218%.
Thank you.
@webmama
bcoll@webmama.com

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Search, Content and Getting Found - Digital Strategy Conference

  • 2. 2 Title of Talk: Content, Search and Getting Found Getting Found for What?
  • 3. 3 Getting Found for What?  Quality Traffic  Job Seekers  Qualified Potential Customers  Customers  People familiar with your brand  Could be all of the above
  • 4. 4 Getting Found for What?  Quality Traffic  Job Seekers  Qualified Potential Customers  Customers  People familiar with your brand  Could be all of the above
  • 5. 5 Goals of a Keyword Discovery/Optimization Project  Specifically looking for 5-20 words/phrases that are highly relevant that can be used for content and source code optimization  First step to increasing/maintaining visibility in search engine results for specific words and phrases relevant to what the external audience is looking for  Appear in top 3 organic search results for chosen keywords/phrases (*)  Get leads from organic search traffic
  • 6. 6
  • 7. 7 Indentifying Gaps  Google Webmaster Tools – content scrape (www.google.com/webmasters/tools*)  Ranking Reports (moz.com*, Brightedge*)  Competitive analysis – what are they optimized for – are you?  Paid Search Keywords (ispionage.com*)  Hard one – review industry papers – see where you are left out – see words they use – do you?  Call Your Mother *Requires an account for detailed information
  • 8. 8 Filling the gaps  Paid search is a partner  Content development with internal linking  Content development outside the site (new policies about guest blogging)  Focus on what you can control
  • 10. 10 And …. More Domination
  • 11. 11 How did they find you anyways?  Following external links and finding your new content  Following your internal links - if you link to a page from the home page then since you think it is important so will the engines  You told them through the Webmaster Tools  The press release you put out  The blog you wrote
  • 12. 12 Story: New Site Design Launched Mar 7. Draft/Beta/Test site had noindex/nofollow meta tags. Weren’t removed until March 27. Visitor Traffic from Google Organic
  • 15. 15 Case Study - VMware  Full L&F and site architecture redesign  36 languages  2M pages  Search Visibility Guidelines in Style guide  Web Producers and Content Owners Trained on Guidelines
  • 16. 16 Keyword Category Domination Company = VMware Keyword = virtualization
  • 17. @webmama Instances of Keyword/Content http://www.vmware.com/products/ http://www.vmware.com/virtualization/ * http://www.vmware.com/virtualization/virtualizatio n-basics/what-is-virtualization.html * http://www.vmware.com/products/desktop- virtualization.html * * URLs/Filenames the same as pre-redesign
  • 18. 18 Internal Content Links Maintained Footers Imagery Main Nav Video
  • 19. 19 Right about Now  Spot check for redirect errors – click on organic search results  Home page change? 3 hours  Sitelinks? 1-3 days  Old and new URLs at same time – yup – some overlap  DNS propagation – 4-5 days across world  Major ranking changes – 2 weeks Launch 2-weeks
  • 23. 23 Tidemark  Domain Change  Tidemark.net to www.tidemark.com  NO other changes were made during domain change  Situation  .net had 3400 external links into the site  .com had 3 links that were relevant  Had to gain Google’s trust
  • 24. 24 Switch Occurred 11/14 5:30pm  Prior to switch internal links were tested by lots of people  Once switched over redirects from .net to .com were tested by a number of people. 404 page was also tested.  Once comfortable that site was stable (about 9am next morning) the following steps were taken:  Google was informed of switch from .net to .com in 3 ways  From .net webmaster tools account we through the switch to tell them we had changed the company domain  We asked the engines to ‘fetch’ the .com pages (a way of getting them to look at the pages sooner)  We submitted an automatically generated sitemap which was crawled on 11/18.  All actions were also taken with Bing (therefore also Yahoo)
  • 25. 25 External Link Update (moz.com opensiteexplorer) ^86
  • 27. 27 Ranking and Traffic Growth Trend line shows keyphrase/words above 51 organic results Organic traffic
  • 28. 28 How Do People Mess Up?  Keep old test site rules/code in place  Robots.txt excluding important directories or engines themselves  Meta Tags that tell the engines what to do  No 301 redirects from old pages to new pages  Have an error page in place that insults the visitor (or even have no error page in place)  Forget to turn on the analytics for tracking the new site  Forget to update all content controlled by company – especially need to update Google+  They only look at rankings and not at the actual, visible to searchers, results
  • 29. 29
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  • 33. 33 Paid Search – using assets instead of just text ads
  • 34. 34 26 4 30 33 $409 $1,649 $318 $186 $- $200 $400 $600 $800 $1,000 $1,200 $1,400 $1,600 $1,800 0 5 10 15 20 25 30 35 Oct Nov Dec Jan Leads vs CPL Leads CPL With the addition of white papers the CPL went from over $400 to $180. CTR increased 47% and conversion rate increased 218%.