& Demand Generation

gulliblesquishInternet and Web Development

Nov 18, 2013 (3 years and 8 months ago)

75 views

©
2011 Eloqua, Inc. Confidential


1

Search Engine Optimization (SEO)

& Demand Generation

Alexandra Fisher, Web Marketing Director, Eloqua

©
2011 Eloqua, Inc. Confidential


2

The Demand Generation World View



©
2011 Eloqua, Inc. Confidential


3

Web Marketing Worldview


Search Engine Optimization


Blog,
www.eloqua.com


Share of voice


YouTube


SlideShare


LinkedIn


Web design


Information architecture


Conversion rates


Continuous improvement


Efficiency


Email

©
2011 Eloqua, Inc. Confidential


4

Topliners

Poll






©
2011 Eloqua, Inc. Confidential


5

Agenda


4 Demand Generation Best Practices that Support SEO


5 Ways Demand Generation can Subvert
SEO


Fast facts about the Eloqua Platform and SEO

©
2011 Eloqua, Inc. Confidential


6

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

©
2011 Eloqua, Inc. Confidential


7


Eloqua

Lead Management

Marketing Automation

B2B Marketing

Lead
Scoring

©
2011 Eloqua, Inc. Confidential


8


Eloqua

Lead Management

Marketing Automation

B2B Marketing

Lead Scoring

5%

11%

27%

25%

9%

©
2011 Eloqua, Inc. Confidential


9

4 Demand Generation Best Practices that Support
SEO

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


©
2011 Eloqua, Inc. Confidential


10

4 Demand Generation Best Practices that Support
SEO

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


©
2011 Eloqua, Inc. Confidential


11

4 Demand Generation Best Practices that Support
SEO

Term

Google
Volume

(monthly/loca
l
)

Site

Conversion

Rate

Potential

Eloqua

14,800

8%

1332

Lead Scoring

1,900

27%

513

Lead

Management

22,000

25%

5500

Marketing
Automation

12,100

11%

1331

B2B
Marketing

22,200

5%

1110

1) Focus on ROI


©
2011 Eloqua, Inc. Confidential


12

4 Demand Generation Best Practices that Support
SEO

Term

Google
Volume

(monthly/loca
l
)

Site

Conversion

Rate

Potential

Avg.

MQL %

Yield



Eloqua

14,800

8%

1332

Lead Scoring

1,900

27%

513

Lead

Management

22,000

25%

5500

Marketing
Automation

12,100

11%

1331

B2B
Marketing

22,200

5%

1110

1) Focus on ROI


Marketing

Qualified

Lead

©
2011 Eloqua, Inc. Confidential


13

4 Demand Generation Best Practices that Support
SEO

Term

Google
Volume

(monthly/loca
l
)

Site

Conversion

Rate

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

Marketing
Automation

12,100

11%

1331

25%

332

B2B
Marketing

22,200

5%

1110

25%

277

1) Focus on ROI


©
2011 Eloqua, Inc. Confidential


14

Where to get the data


Google AdWords Keyword Tool


Google Analytics/Omniture
Conversion Data

©
2011 Eloqua, Inc. Confidential


15

4 Demand Generation Best Practices that Support
SEO

2) Landing Page Optimization

©
2011 Eloqua, Inc. Confidential


16

4 Demand Generation Best Practices that Support
SEO

3) Testing and Optimization


©
2011 Eloqua, Inc. Confidential


17

4 Demand Generation Best Practices that Support
SEO

3) Testing and Optimization

©
2011 Eloqua, Inc. Confidential


18

Demo Offer

Same headline,

different offers…

Original

RPM Offer

WP Offer

©
2011 Eloqua, Inc. Confidential


19

4 Demand Generation Best Practices that Support
SEO

3) Testing and Optimization

©
2011 Eloqua, Inc. Confidential


20

Demo Offer

Same headline,

different offers…

Original

RPM Offer

5%
conversion

9%
conversion

5%
conversion

WP Offer

©
2011 Eloqua, Inc. Confidential


21

4 Demand Generation Best Practices that Support
SEO

4) Monitor

©
2011 Eloqua, Inc. Confidential


22

4 Demand Generation Best Practices that Support
SEO

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



©
2011 Eloqua, Inc. Confidential


23

4 Demand Generation Best Practices that Support
SEO

4) Monitor

©
2011 Eloqua, Inc. Confidential


24

4 Demand Generation Best Practices that Support
SEO

4) Monitor

©
2011 Eloqua, Inc. Confidential


25

Agenda


4 Demand Generation Best Practices that Support
SEO

Choose

High ROI
Terms

Optimize
Conversions

Test

Monitor

©
2011 Eloqua, Inc. Confidential


26

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


©
2011 Eloqua, Inc. Confidential


27

5 Ways Demand Generation can Subvert SEO


1)
Easily copy and deploy landing pages


Dr Pete on
SEOMoz
,

“Duplicate Content in a Post
-

Panda World”


http://www.seomoz.org/blog/

©
2011 Eloqua, Inc. Confidential


28

5 Ways Demand Generation can Subvert SEO



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

1)
Easily copy and deploy landing pages


©
2011 Eloqua, Inc. Confidential


29

5 Ways Demand Generation can Subvert SEO



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
">

2) Easily copy and deploy landing pages


©
2011 Eloqua, Inc. Confidential


30

5 Ways Demand Generation can Subvert SEO



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???

©
2011 Eloqua, Inc. Confidential


31

5 Ways Demand Generation can
Subvert
SEO



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

©
2011 Eloqua, Inc. Confidential


32

5 Ways Demand Generation can Subvert SEO



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

©
2011 Eloqua, Inc. Confidential


33

5 Ways Demand Generation can
Subvert
SEO



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

©
2011 Eloqua, Inc. Confidential


34

5 Ways Demand Generation can Subvert SEO



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


©
2011 Eloqua, Inc. Confidential


35

5 Ways Demand Generation can Subvert SEO



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


©
2011 Eloqua, Inc. Confidential


36

5 Ways Demand Generation can Subvert SEO


©
2011 Eloqua, Inc. Confidential


37

5 Ways Demand Generation can Subvert SEO



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!


©
2011 Eloqua, Inc. Confidential


38

5 Ways Demand Generation can Subvert SEO


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


©
2011 Eloqua, Inc. Confidential


39

5 Ways Demand Generation can Subvert SEO


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


©
2011 Eloqua, Inc. Confidential


40

5 Ways Demand Generation can Subvert SEO



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


©
2011 Eloqua, Inc. Confidential


41

5 Ways Demand Generation can Subvert SEO


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


©
2011 Eloqua, Inc. Confidential


42

5 Ways Demand Generation can Subvert SEO


©
2011 Eloqua, Inc. Confidential


43

5 Ways Demand Generation can Subvert SEO


©
2011 Eloqua, Inc. Confidential


44

Agenda


5
Demand Generation Best Practices that
Subvert SEO


Duplicate Content


Unnecessary
Subdomains


Too Much Gated Content


Too Little Text


Too Much HTML5/Ajax

©
2011 Eloqua, Inc. Confidential


45

Fast Facts about Eloqua Platform & SEO


By default all content is
crawlable


Use
noindex
,
nofollow

to disallow search
robuts


Eloqua
hypersites

and landing pages do not have a
sitemap.xml file


Meta tags & titles 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