Search, Content and Getting Found - Digital Strategy Conference
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Transcript of Search, Content and Getting Found - Digital Strategy Conference
Barbara CollCEO,
WebMama.com Inc.@webmama
Content, Search and Getting Found
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Title of Talk: Content, Search and Getting Found
Getting Found for What?
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Getting Found for What?
Quality Traffic
Job Seekers
Qualified Potential Customers
Customers
People familiar with your brand
Could be all of the above
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Getting Found for What?
Quality Traffic
Job Seekers
Qualified Potential Customers
Customers
People familiar with your brand
Could be all of the above
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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
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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
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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
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And …. More Domination
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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
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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
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Domination
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Maintaining Visibility
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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
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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/virtualization-basics/what-is-virtualization.html *
http://www.vmware.com/products/desktop-virtualization.html *
* URLs/Filenames the same as pre-redesign
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Internal Content Links Maintained
Footers
Imagery
Main Nav
Video
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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
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VisualSearch
Turns UpLots of Things
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VMware Case Study -
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4/25/14
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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
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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)
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External Link Update (moz.com opensiteexplorer)
^86
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Domain Authority
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Ranking and Traffic Growth
Trend line shows keyphrase/words above 51 organic results
Organic traffic
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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
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Paid Search – using assets instead of just text ads
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With the addition of white papers the CPL went from over $400 to $180. CTR increased 47% and conversion rate increased 218%.