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Anamaria Blanaru –Spain CAS Digital Optimization Specialist Bogdan Niculi – Benelux CAS Digital Optimization Specialist Sebastian Tugulan – MAT Specialist Fiberlink Customer Journey Project - Spain
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Spain Fiberlink Customer Journey

Feb 02, 2016

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Spain Fiberlink Customer Journey
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Page 1: Spain Fiberlink Customer Journey

Anamaria Blanaru –Spain CAS Digital Optimization Specialist

Bogdan Niculi – Benelux CAS Digital Optimization Specialist

Sebastian Tugulan – MAT Specialist

Fiberlink Customer Journey Project - Spain

Page 2: Spain Fiberlink Customer Journey

CONTENTS

Project’s Scope and ObjectivesProducts overviewWeb PresenceClient Journey Entry PointsSEO On-page

Page 3: Spain Fiberlink Customer Journey

Objective

Scope & Focus

Deliverable

Asses the client journey for IBM MobileFirst Protect offering on the IBM Spain web pages in order to ensure the clients can successfully complete their journey and find the right offerings. Optimize for top user experience, continuous flow that will ensure qualified leads and MCR revenue.

The project is focused on:

1. Analysis of Client Journey quality of user experience while navigating and engaging with the site/ content clear, user-friendly, self-directed, e2e, seamless navigation inbound ways of approaching IBM web (Search, ibm.com)

2. Page-level analysis for the focus offerings status and quality of visitor´s task completion offer analysis and placement

3. Come up with key actionable recommendations and actions plan

Project’s Scope and Objectives

Offering

Fiberlink products represented by 18 IBM MobileFirst Protect pages

Page 4: Spain Fiberlink Customer Journey

Mobile First Protect also known as MaaS 360 or Fiberlink

Our mission is to enable apps and content with trust on any device, anytime, anywhere.

Discover

Mobile brings on new complexities and challenges to manage. It truly connects everyone to everything and provides certain expectations.

Mobile is very personal and gets mixed with individual work lives.Mobile by its very nature is outside of your network perimeter and your control.Mobile moves fast and the pace of change is very rapid.

Learn

Organizations need the capabilities to:Support range of usage models - corporate owned, BYOD and shared devicesSeparate work and personal dataSecEnsureure apps and data on devices that you do not ownCompliance with internal policy and industry regulationsProtect apps and content that are stored in the cloud and on your network

Keep pace with OS and mobile platform updates which happen very frequently

IBM MobileFirst Protect provides a single platform to manage and secure all your mobile assets.There are 5 solution areas designed to meet your specific mobility requirements:

AMM – Mobile Device Management, Mobile Application Management, Mobile Expense ManagementSPS – Secure email, Secure Browser, and App wrapping/SDKSDS – Mobile Content Management, Secure Editor, Secure SyncMEG – Mobile enterprise gateway to access corporate resources such as networks, databases, and file repositoriesMTM – Mobile malware and advanced threat detection

Try/Buy

Page 5: Spain Fiberlink Customer Journey

Fiberlink Web Presence - 18 IBM MobileFirst Protect URLs

http://www-03.ibm.com/software/products/es/mobilefirst-protect

http://www-03.ibm.com/software/products/es/ibm-mobilefirst-protect-applications

http://www-03.ibm.com/software/products/es/ibm-mobilefirst-protect-application-security

http://www-03.ibm.com/software/products/es/ibm-mobilefirst-protect-secure-mail

http://www-03.ibm.com/software/products/es/mobilefirst-protect-threat-management

http://www-03.ibm.com/software/products/es/ibm-mobilefirst-protect-expenses

http://www-03.ibm.com/software/products/es/ibm-mobilefirst-protect-browser

http://www-03.ibm.com/software/products/es/ibm-mobilefirst-protect-content

http://www-03.ibm.com/software/products/es/ibm-mobilefirst-protect-devices

http://www-03.ibm.com/software/products/es/ibm-mobilefirst-protect-gateway-for-apps

http://www-03.ibm.com/software/products/es/ibm-mobilefirst-protect-document-sync

http://www-03.ibm.com/software/products/es/ibm-mobilefirst-protect-gateway-for-browser

http://www-03.ibm.com/software/products/es/ibm-mobilefirst-protect-document-editor

http://www-03.ibm.com/software/products/es/ibm-mobilefirst-protect-gateway-for-documents

http://www-03.ibm.com/software/products/es/mobilefirst-protect-management-suite

http://www-03.ibm.com/software/products/es/mobilefirst-protect-content-suite

http://www-03.ibm.com/software/products/es/mobilefirst-protect-productivity-suite

http://www-03.ibm.com/software/products/es/mobilefirst-protect-gateway-suite 

5

Page 6: Spain Fiberlink Customer Journey

Fiberlink Customer Journey Assessment

6

KEY FINDINGS

1. We have identified 18 Product pages IBM Mobile First Protect that were recently deployed in September 2015. Foberlink deployment

is, at this moment, an on going process.

2. There are 4 possible entry points identified: Software page, Security Software page, Security Umbrella page, Google

Search.

3. There are 2 versions of the Security Software page. The version published in 2008 but updated in September 2015 in Michael Slebir’s

deployment process. This version is linked on IBM Mobile First Protect breadcrumbs. The second version published in 2014 is linked

from Spain Software page. The version published in 2014 was redirected to the new Security Umbrella page. The version

updated in 2015, Security Framework page, was promoted on Spain Software page, Spain Security Umbrella page.

4. There are 2 versions of Security Umbrella pages, both published in 2015. The local deployed version includes only the Homepage.

The other 2 tabs, Products and Services, linked outside Security Umbrella site. The new WW standard deployed version is more

complex and represents the WW standard across Europe. The local version was redirected to the WW standard version.

5. The local Security Umbrella page must substitute the local version on all places where it is linked, especially on Spain Homepage,

Masthead and Footer, the primary entry points for this client journey. This page was already added on all Security entry

points.

6. When searching in Google.es for IBM MobileFirst Protect, there are 2 products that appear on the first 5 SERP. From these 2 products,

you can continue your journey to the other MobileFirst Protect products.

7. Considering that all 18 MobileFirst Protect Products were published on September 2015, there are only IBMers visitis registered in

Coremetrics until now.

Page 7: Spain Fiberlink Customer Journey

V1 - Customer Journey to MobileFirst Protect – Software Spain as entry point

MobileFirst Protect Gateway

Spain Homepage -Masthead

Software Spain Seguridad MobileFirst Protect Devices

MF Project Management Suite

Key Findings• The client needs fours steps in order to reach the first

MobileFirst Protect page – MobileFirst Protect Devices• From this page, he can click on “Family product” link and

reached the other MobileFirst Protect pages.• Along the journey, he can find specific keywords as anchor

text that guide him to his journey: Seguridad, Productos de Seguridad para la Movilidad, Familia de Productos (once he arrives on the first MobileFirst Protect page)

Recommendations• Contact module and live chat should be checked

both on Software and Security Software pages, as well on all Mobile First protect pages.

• Security Software page, the third step, was replaced by the new Security Framework page. The client journey it is not affected, as there is the same entry point to the MobileFirst Protect product pages. Further more, the customer can find a larger set of Security products.

Security Framework

Page 8: Spain Fiberlink Customer Journey

V2 - Customer Journey to MobileFirst Protect – Security Umbrella pages as entry point (local version)

MobileFirst Protect Gateway

Spain Homepage – Masthead&Footer

Security Umbrella Spain

Seguridad MobileFirst Protect Devices

MF Project Management Suite

Key Findings

• From Spain Homepage the client could begin his journey from Security Umbrella Page. The page is linked in Masthead and Footer.

• The Security Umbrella page linked is the local page that was deployed before the new WW standard deployment

• The local page has only the Homepage localized.• The other 2 tabs: Overview and Products direct the client to the

Software Security page where he can continue his journey in order to reach MobileFirst Protect Devices page..

Recommendations

• The local Security page should be redirected to the new WW Standard Security page. Done

Page 9: Spain Fiberlink Customer Journey

V2.1 - Customer Journey to MobileFirst Protect – Security Umbrella pages as entry point (WW version)

Spain Homepage – Masthead&Footer

Security Umbrella Spain

Products Umbrella Page

Seguridad MobileFirst Protect Devices

Key Findings

• If we link from Spain Homepage the new WW standard Security Umbrella page, the client could continue his journey through Security Software page.

• The Security Software page was added in the preview stage as a recommendation from Spain Security Portofolio Marketing Leader in order to guide the client to Security Software products.

• From the product search box, you cannot find any MobileFirst Protect product.

MF Project Management Suite

Recommendations

• Security Software page, the 4th step, was replaced by the new Security Framework page. The client journey it is not affected, as there is the same entry point to the MobileFirst Protect product pages. Further more, the customer can find a larger set of Security products.

• Add at least one MobileFirst Product that can be reached through product search box so the client could continue the journey to the entire Product Family page.

.

Security Framework

Page 10: Spain Fiberlink Customer Journey

V3 - Customer Journey to MobileFirst Protect – Smarter Planet as entry point

Spain Homepage – Masthead&Footer

Security Umbrella Spain

Products Umbrella Page

Seguridad MobileFirst Protect Devices

Key Findings

• Smarter planet is an entry point only from the pop-up on Spain Homepage.

• When you go to Smarter Planet page there is no link to Security Software or Security Umbrella Pages.

• The Security Umbrella pages linked in the pop-up is the local version, no the new WW deployed version

MF Project Management Suite

Recommendations

• The local Security Umbrella page must be redirected to the new WW standard deployed page.

• On Spain Smarter planet page the Security Umbrella page or the Software Security page should be linked so the client can find his journey to the MobileFirst Protect products.

• Update: Smarter Planet will be replaced by Cognitive Era as a brand. No action in this case required to optimize the client journey through Smarter Planet.

Page 11: Spain Fiberlink Customer Journey

V4 - Customer Journey to MobileFirst Protect – Google as entry point

Key Findings

• When searching in Google.es for IBM MobileFirst Protect, there are 2 products that appear on the first 5 SERP.

• From these 2 products, you can continue your journey to the other MobileFirst Protect products

Recommendations

• In depth SEO analysis should be performed for every MobileFirst Protect product in order to check the keywords performance, Titles and Metadescription.

• The Software Security page and the new WW Security Umbrella Homepage should be SEO revised as both are key points in our client journey.

Page 12: Spain Fiberlink Customer Journey

Security Software

Key Findings• This page was published in 2008, but update in 2015 in a WW

Deployment phase• This version is linked on MobileFirst Protect products

breadcrumbs.• This version it is not linked from Spain Software page• On this version the link to “Productos de Seguridad para la

Movilidad” is missing. • This link is an entry point to the MobileFirst Protect products• Update: this page was promoted on Spain Software Homepage,

Spain Security Umbrella page.

Security Framework IBM Security

vs

Key Findings• The page was published in 2014.• This version is linked on Spain Software page• Update: This page was redirected to the Security Umbrella

page. • Before redirected, 3 local assets were republished on other

Software pages: Security Framework page, Application Security, Identity Access Management.

Page 13: Spain Fiberlink Customer Journey

Security UmbrellaLocal Deployment WW Standard Versio

n

vs

Key Findings• This page was published by local team in 2015• This version has only one page localized, the Homepage.• The other 2 tabs, Products and Services represent the Security

Software page and the Services page.

• Update: The redirect request was sent to Web Production Center and was implemented.

Key Findings• The page was published in the WW standard

deployment in 2015.• This version has 7 pages localized.• One of the tabs is the Product page where the client can

find information of a high number of IBM products.• From Product page the client can continue his journey to

the Software Security page.• Update: The page was promoted on Spain Homepage

Masthead and Footer and on Solution page.

Page 14: Spain Fiberlink Customer Journey

SEO Recommendations

14

Page 15: Spain Fiberlink Customer Journey

Fiberlink Customer Journey Assessment

15

KEY FINDINGS

1. We have performed a SEO audit on all 18 Product pages IBM Mobile First Protect

2. We have analysed all metadata: keywords ranking, title, H tags and metadescription

3. All 18 pages rank on first position when the client search for the primary keyword brand related “mobilefirst protect”

4. For general keywords we performed an audit to identify better ranking keywords according to the search volume data. After the

audit, we recommended 17 new keywords to be added in metadata and content.

5. After analysing the metadata, we recommended that 18 subtitles on page should have H2 tag for better SEO ranking

6. On all 18 Product pages we recommended to remove H2 and H3 tags as it were wrong placed on general site data as contact module

information or general call to actions.

Fiberlink Seo Recommendations

Page 16: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect

Add H2 tagPlataforma de gestión de movilidad empresarial que ayuda a proteger los dispositivos móviles

Remove H2 tag

Remove H3 tag

Recommendations

• Add 2 keywords with higher search volume in metadata• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM • ¿Necesita ayuda?

Contacte con nosotros • Políticas de uso”• Remove H3 tag from 2 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”.

Page 17: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Applications

Add H2 tagDespliegue, gestione y proteja las aplicaciones móviles

Remove H2 tag

Remove H3 tag

Recommendations

• Add 2 keywords with higher search volume in metadata• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 10 words/phrases that represent standard ibm.com site information as “Mi IBM • ¿Necesita

ayuda? Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”.

Page 18: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Applications Security

Add H2 tagIntegre la seguridad a nivel de empresa en sus aplicaciones móviles

Remove H2 tag

Remove H3 tag

Recommendations

• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM • ¿Necesita ayuda?

Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”.• Shorten metadescription as it excedes the standard number of characters

Page 19: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Secure Mail

Add H2 tagProtege el acceso al correo electrónico corporativo en dispositivos móviles

Remove H2 tag

Remove H3 tag

Recommendations

• Add 2 keywords with higher search volume in metadata• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM • ¿Necesita ayuda?

Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”.• Shorten metadescription as it excedes the standard number of characters and insert the new selected keywords

Page 20: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Threat Management

Add H2 tagProporciona prevención ante el malware para móviles y protección activa mejorada

Remove H2 tag

Remove H3 tag

Recommendations

• Add 2 keywords with higher search volume in metadata• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM • ¿Necesita

ayuda? Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”.

Page 21: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Expenses

Add H2 tagProtege el acceso al correo electrónico corporativo en dispositivos móviles

Remove H2 tag

Remove H3 tag

Recommendations

• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM • ¿Necesita ayuda?

Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”.• Shorten metadescription as it excedes the standard number of characters

Page 22: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Browser

Add H2 tagProtege el acceso al correo electrónico corporativo en dispositivos móviles

Remove H2 tag

Remove H3 tag

Recommendations

• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM • ¿Necesita ayuda?

Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”.

Page 23: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Browser

Add H2 tagProtege el acceso al correo electrónico corporativo en dispositivos móviles

Remove H2 tag

Remove H3 tag

Recommendations

• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM • ¿Necesita

ayuda? Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”.

Page 24: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Content

Add H2 tagDistribuya, gestione y visualice contenido en dispositivos móviles

Remove H2 tag

Remove H3 tag

Recommendations

• Add 2 keywords with higher search volume in metadata• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM • ¿Necesita

ayuda? Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”.• Shorten metadescription as it excedes the standard number of characters

Page 25: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Devices

Add H2 tagDespliegue, proteja y dé soporte a smartphones y tablets

Remove H2 tag

Remove H3 tag

Recommendations

• Add 2 keywords with higher search volume in metadata• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM • ¿Necesita ayuda?

Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”.• Shorten metadescription as it excedes the standard number of characters

Page 26: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Gateway for Apps

Add H2 tagMejore las aplicaciones empresariales con acceso fácil a datos corporativos internos

Remove H2 tag

Remove H3 tag

Recommendations

• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM • ¿Necesita

ayuda? Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”.

Page 27: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Gateway for Browser

Add H2 tagMejore las aplicaciones empresariales con acceso fácil a datos corporativos internos

Remove H2 tag

Remove H3 tag

Recommendations

• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM • ¿Necesita ayuda?

Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor póngase

en contacto con nosotros”.

Page 28: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Document Editor

Add H2 tagCree, edite y guarde documentos de forma más segura en dispositivos móviles

Remove H2 tag

Remove H3 tag

Recommendations

• Add 1 keyword with higher search volume in metadata• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM •

¿Necesita ayuda? Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”.

Page 29: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Gateway for Documents

Add H2 tagHabilite un acceso altamente seguro a repositorios de archivos corporativos desde dispositivos móviles

Remove H2 tag

Remove H3 tag

Recommendations

• Replace 2 keywords with higher search volume in metadata• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM • ¿Necesita

ayuda? Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”.• Shorten metadescription as it excedes the standard number of characters

Page 30: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Management Suite

Add H2 tagGestione los dispositivos móviles y aplicaciones que entran en su empresa

Remove H2 tag

Remove H3 tag

Recommendations

• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM • ¿Necesita

ayuda? Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”.

Page 31: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Content Suite

Add H2 tagUn modo sencillo y escalable de distribuir, gestionar y proteger documentos

Remove H2 tag

Remove H3 tag

Recommendations

• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM • ¿Necesita

ayuda? Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”.

Page 32: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Productivity Suite

Add H2 tagSolución de prevención de pérdida de datos empresariales para dispositivos móviles

Remove H2 tag

Remove H3 tag

Recommendations

• Add 2 keywords with higher search volume in metadata• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM •

¿Necesita ayuda? Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”.

Page 33: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Document Sync

Add H2 tagSincronice documentos y reduzca el riesgo de filtración de datos en dispositivos móviles

Remove H2 tag

Remove H3 tag

Recommendations

• Add 2 keywords with higher search volume in metadata• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM •

¿Necesita ayuda? Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por favor

póngase en contacto con nosotros”• Shorten metadescription as it excedes the standard number of characters

Page 34: Spain Fiberlink Customer Journey

SEO Recommendations – MobileFirst Protect Gateway Suite

Add H2 tagDiseñada para ofrecer acceso móvil sencillo y seguro a los recursos empresariales

Remove H2 tag

Remove H3 tag

Recommendations

• Change 1 keyword with higher search volume in metadata• Add 1 H2 tag on first sentence which contains the main keywords• Remove H2 from 8 words/phrases that represent standard ibm.com site information as “Mi IBM •

¿Necesita ayuda? Contacte con nosotros • Políticas de uso”• Remove H3 tag from 5 phrases as they represent contant module information as “No en España? Por

favor póngase en contacto con nosotros”• Shorten metadescription as it excedes the standard number of characters