What happens when your customers find you in Google? Using many analytics programs, you can already track how many of your visitors become members, contact your sales team or make a purchase through a search query. If you use Google AdWords, you may even understand which paid keywords regularly convert to leads. But if you are a B2B business, or sell large-ticket items, you likely don’t know which organic keywords actually convert to sales.
Very often, the difference between a customer and a non-customer can be determined with the words they use to perform a search query. At DemandResults, we created SEO for Salesforce 1.0 to help you detect high-value keyword patterns in your organic search trends. Available on the Salesforce AppExchange, SEO for Salesforce.com integrates Google Analytics data into your Salesforce CRM, which allows you to track both PPC and organic search data over the course of a sales cycle.
It doesn’t take much imagination to understand how this might help you in your SEO strategy. Once you gain insight into which keywords drive sales – not leads, but actually sales – then you can begin optimizing your site accordingly for high value terms.
For example, let’s say that you sell packaged legal services, and your sales team logs customer interactions and sales using Salesforce. Using Salesforce for Google AdWords (SFGA), you have already determined that you give your sales team loads of leads by buying the term “film option attorney.” Using SEO for Salesforce, however, you have the benefit of insight into the actual sales cycle, and also organic search. As it turns out, organic searches of the term “film option attorney” rarely translates into a sale despite its success as a lead generation vehicle. On the other hand, you discover that the term “los angeles film option attorney” generates a sale nearly every time it comes in through organic search. Using this data, you can optimize your Web site for this term and similar terms and lower your overall AdWords spend on the terms that do not convert to sales.
Did I mention that this app is completely free?
Look for the 2.0 version of the app, with greatly expanded functionality, in Q3, 2010.