Enterprise B2B SEO at SMX with Barbara 'webmama' Coll
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Enterprise SEO SMX East Barbara C. Coll, CEO WebMama.com Inc. September 2011
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At SMX Barbara Coll, CEO WebMama.com Inc., talked about the uniqueness of the Enterprise B2B world and helping companies achieve high visibility in search results. Basic SEO tactics covered, then what? Direct the engines to show what you want based on 5 key influencers:1. internal linking2. Subdomains3. Keywords distribution decisions4. Content Writing5, Webmaster Tools
Transcript of Enterprise B2B SEO at SMX with Barbara 'webmama' Coll
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
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
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
