This panel of B2B search engine marketers at Dreamforce 2009 talked about how to take your search marketing to the next level, including SEM tips and tricks, landing page strategies, Web site analytics, and more. It included Sean Whiteley, salesforce.com; Howard Brown, Demand Results, LLC; Jason Stewart, Demandbase Inc.; Terry Whalen, CPC Search; and Lauren Vaccarello, salesforce.com.
This session kicked off with a general description of what is search marketing, search engine optimization and PPC.
- Search Marketing: an area of internet marketing that seeks to promote websites by increasing their visibility in search engine results. Search marketing includes Search Engine Optimization and Pay-Per-Click.
- Search Engine Optimization (SEO): a process geared towards increasing website traffic from search engines via un-paid search results.
- Pay-Per-Click (PPC): A form of Internet advertising, in which the ad sponsor only has to pay for actual traffic to the website.
Speakers talked about how they balance their time between these methods, often mentioning how they used PPC to compliment search. In the examples given, it was suggested that PPC be used when search engine optimization had not yet caused top-ten results. The speakers also touched on the idea of getting more from PPC by using specific landing pages, not just the company website.
Tools mentioned during the session include:
- SEOtools.com – a site by Veteran SEO and search industry thought leader, Bruce Clay, that includes a suite of organic optimization tools.
- SEOmoz.org – this site hosts twenty SEO tools designed to help with every aspect of search engine optimization, including on-page targeting, site crawlability, competitive analysis, rank checking and keyword difficulty.
- SEO for Salesforce – a free app on the Salesforce AppExchange that enhances Web-to-Lead functionality by automatically capturing marketing intelligence data through Google Analytics.
- Salesforce for Google Adwords – a free app on the Salesforce AppExchange that allows online marketers to track the effectiveness of Google advertising campaign and website lead generation activity.
Many of the attendees at the session were also Salesforce.com partners with applications listed on Salesforce’s AppExchange. This caused for questions about optimization of listings on the AppExchange. Similar to SEO, one should focus on keywords, putting the most important in the subject line and the others in the post description. Also similar to SEO, terms that are less competitive will be easier to rank for and those that are used more often used will be harder. However, unlike typical SEO, the results will be highly dependent on the title of the app and the length of the title of the app.
The panel also discussed paid advertising on sites like LinkedIn and Facebook. One panelist commented that LinkedIn Direct, an ad service similar to Facebook’s Social Ads program, was working for them, but it was not scalable. Jason Stewart from Demandbase explained that the key to getting the most out of these ads was by testing offers to see what works. By using Facebook Ads Jason was able to drive tons of prospects to webinars, conversely, these ads didn’t do as well for white papers or other offers. All the panelists agreed that alternative paid search marketing should be tested and used, when appropriate, based on the results.
The entire session was recorded by Salesforce and is available here: