customer support and search visibility
TRANSCRIPT
![Page 1: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/1.jpg)
Proactive Search MarketingVMware and Customer Support
Barbara C. CollCEO, WebMama.com Inc.
“Search Engine Marketing”
![Page 2: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/2.jpg)
![Page 3: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/3.jpg)
Support Comes in Different Flavours
Help I can’t install the product!
Help I can’t install the product!
Looking for Customer Support
Looking for Customer Support
I already know what I am looking for but I can’t find
it.
I already know what I am looking for but I can’t find
it.
Can I talk with somebody
please?
Can I talk with somebody
please?
Has anybody seen this problem today?Has anybody seen
this problem today?
Give me information
now!
Give me information
now!
![Page 4: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/4.jpg)
![Page 5: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/5.jpg)
• Answer the customer’s cry for help/support
• Minimize Service Requests (in the millions per year)
• Be proactive• Keep customers happy
![Page 6: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/6.jpg)
• Multiple support resources• All pages indexed• All pages highly visible• All relevant content
But what does VMware want searchers to see?Where do they want to direct searchers?
![Page 7: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/7.jpg)
VMware Internal Survey
• What would you like to see show up in a searcher’s results if they used these search keywords?– Can’t find the company vSphere license– How do I install the fusion update– My VMware server just crashed– VMware support phone number– Download VMware fusion– VMware tech support
![Page 8: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/8.jpg)
![Page 9: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/9.jpg)
Choices• Website content (CMS)– Support centers – Product information including documentation, release
information– Technical papers
• Knowledgebase, usually a different technology platform• Tweets (outside)• Community, usually a different technology platform• Education, Training
![Page 10: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/10.jpg)
![Page 11: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/11.jpg)
![Page 12: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/12.jpg)
• Multiple support resources• All pages indexed• All pages highly visible• All relevant content
• But what does VMware want searchers to see?
• Where do they want to direct searchers?
![Page 13: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/13.jpg)
![Page 14: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/14.jpg)
![Page 15: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/15.jpg)
Success Metrics
• Service Request #s• Support phone calls• Website stats– Visitors to contact us page
• KB searches/reads• Retweets• Peer Responses on communities
![Page 16: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/16.jpg)
Influencing the Engines
Regardless of what you call a search engine you need to be wherever people are looking for you,
your category, your products
• Categorize the searches by type using referring keyword stats (internal and external)
• Decide the path you want searchers to take (i.e. away from the contact/support phone number page)
• Decide when peer-to-peer responses are best
![Page 17: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/17.jpg)
Optimization Tactics• Matching Content to category of query– Static web content– Title tags– Meta description tags– URLs– Real-time content– User-generated content
• Internal Linking– Tell the engines what you want to have visible
• i.e. don’t point to contact at every given point
![Page 18: Customer Support and Search Visibility](https://reader035.vdocuments.net/reader035/viewer/2022062405/555770f0d8b42ace7f8b52bc/html5/thumbnails/18.jpg)
Get Visible
Dominate the search results
Barbara C. Coll, CEOWebMama.com Inc.
webmama.comblog.webmama.com
Twitter: @webmama