© 2011 Eloqua, Inc. Confidential 1 Search Engine Optimization (SEO) & Demand Generation Alexandra Fisher, Web Marketing Director, Eloqua
© 2011 Eloqua, Inc. Confidential 1
Search Engine Optimization (SEO) & Demand Generation
Alexandra Fisher, Web Marketing Director, Eloqua
© 2011 Eloqua, Inc. Confidential 2
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 3
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 4
Eloqua
Lead Management
Marketing Automation
B2B Marketing Lead Scoring
© 2011 Eloqua, Inc. Confidential 5
Eloqua
Lead Management
Marketing Automation
B2B Marketing Lead Scoring
5%
11%
27%
25%
9%
© 2011 Eloqua, Inc. Confidential 6
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 7
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 8
4 Demand Generation Best Practices that Support SEO
Term Google Volume (monthly/local)
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 9
4 Demand Generation Best Practices that Support SEO
Term Google Volume (monthly/local)
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 10
4 Demand Generation Best Practices that Support SEO
Term Google Volume (monthly/local)
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 11
Where to get the data
• Google AdWords Keyword Tool
• Google Analytics/Omniture Conversion Data
© 2011 Eloqua, Inc. Confidential 12
4 Demand Generation Best Practices that Support SEO
2) Landing Page Optimization
© 2011 Eloqua, Inc. Confidential 13
4 Demand Generation Best Practices that Support SEO
3) Testing and Optimization
© 2011 Eloqua, Inc. Confidential 14
4 Demand Generation Best Practices that Support SEO
3) Testing and Optimization
© 2011 Eloqua, Inc. Confidential 15
Demo Offer
Same headline, different offers…
Original
RPM Offer
WP Offer
© 2011 Eloqua, Inc. Confidential 16
4 Demand Generation Best Practices that Support SEO
3) Testing and Optimization
© 2011 Eloqua, Inc. Confidential 17
Demo Offer
Same headline, different offers…
Original
RPM Offer 5%
conversion
9% conversion
5% conversion WP Offer
© 2011 Eloqua, Inc. Confidential 18
4 Demand Generation Best Practices that Support SEO
4) Monitor
© 2011 Eloqua, Inc. Confidential 19
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 20
4 Demand Generation Best Practices that Support SEO
4) Monitor
© 2011 Eloqua, Inc. Confidential 21
4 Demand Generation Best Practices that Support SEO
4) Monitor
© 2011 Eloqua, Inc. Confidential 22
Agenda
• 4 Demand Generation Best Practices that Support SEO
Choose High ROI
Terms
Optimize Conversions
Test
Monitor
© 2011 Eloqua, Inc. Confidential 23
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 24
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 25
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 26
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 27
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 28
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 29
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 30
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 31
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 32
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 33
5 Ways Demand Generation can Subvert SEO
© 2011 Eloqua, Inc. Confidential 34
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 35
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 36
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 37
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 38
5 Ways Demand Generation can Subvert SEO
5) Use way cool HTML5/Ajax to engage the visitor
© 2011 Eloqua, Inc. Confidential 39
5 Ways Demand Generation can Subvert SEO
© 2011 Eloqua, Inc. Confidential 40
5 Ways Demand Generation can Subvert SEO
© 2011 Eloqua, Inc. Confidential 41
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 42
Fast Facts about Eloqua Platform & SEO
• By default all content is crawlable • Use noindex, nofollow to disallow search robots
• Eloqua hypersites and landing pages do not have a sitemap.xml file
• Meta tags 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