Enterprise SEOSMX East

Barbara C. Coll, CEOWebMama.com Inc.

September 2011

WebMama MethodologyNever Leave it Up to the

Search Engines

VMware

Content for High Search Visibility

Tactical Goals:

Be Present When NeededOnline Sales

Lead Generation for Direct and Channel Sales

Strategic Goals:

Category Ownership

Keep the Customers Happy

Solve a Problem that New Customers Need a Solution For

Multiple Platforms

Tech Pubs, KB (Consona), Communities (Jive), Store (Digital River), Typo3,

Interwoven, more…

Fully Optimized, Fully Indexed, High Visibility with

Search

All SEO Basics Covered(Guidelines built into CMS

system)

What Next?

Key Teams in Search Visibility Success

Central Web Ownership Team

Content Owners

Support

Out of Control

Online Store

Orphan Campaigns

Web Content Strategy

SEO Resources

Web Producers

Corporate Analyt-ics

Category Content Writer

Web Team Organizational Structure

Support Comes in Different Flavours

Help I can’t install the product!

Looking for Customer Support

I already know what I am looking for but I can’t

find it.

Can I talk with somebody

please?

Has anybody seen this problem

today?

Give me information

now!

Choices of Content

o Website content (CMS) Support centers Product information including documentation, release

information Contact Support Information

o Knowledgebase (6 to 24 hour responses)o Tweets (instant information to customers)o Community (instant and archived information)o Tech Pubso Education/Training

Influencing Search Results

o Internal Linking – links and texto Subdomainso Keyword distribution decisions (tiger team)o Content writingo Webmaster tools

Infrastructure Optimized for Search Friendliness

SEO Components Present and optimized for relevant keywords

Content Optimized for relevant keywords

Internal Linking points to key pages

http://www.google.com/search?sourceid=chrome&ie=UTF-8&q=vmware+support

Internal Linking Priorities

o Main Navigationo Fly-over navigationo Bottom Footero Related Links (right side bar)

ONE STRATEGIC LINK

(not to be confused with 200,000 non-strategic links)

One Keyword Change

http://www.vmware.com/virtualization/

Increasing density of the word virtualization increases the search visibility under the word virtualize?

Get Visible

Dominate the search results

Barbara C. Coll, CEOWebMama.com Inc.

webmama.comblog.webmama.com

Twitter: @webmama