seo project documentation v4.0

SalesJunction SEO Project Documentation

SilverCloud Partners LLC

Chaoyi Wu

March 2015

SALESJUNCTION SEO PROJECT DOCUMENTATION

SILVERCLOUD PARTNERS LLC Chaoyi Wu Page 1 of 18

Control of Version

Version Date Author Changes made

1.0 Jan 21, 2015 Chaoyi Wu Create document and record a crawl error solution

2.0 Feb 4, 2015 Chaoyi Wu Document structured data case, SEO snippets

change and footer creation

3.0 Feb 23, 2015 Chaoyi Wu Document How to use MS SEO Tool and

amendment for a broken hyperlink caused by

removed image

4.0 Feb 9, 2015 Chaoyi Wu Summarize all the knowledge in the current stage



Contents Part One: Summary .................................................................................................................................... 3

1. Focus of SEO in the current stage ..................................................................................................... 3

2. Overview performance of SalesJunction.com .................................................................................. 4

a. SEO Review Table ........................................................................................................................ 4

b. SEO KPIs performance ................................................................................................................. 6

c. Keywords ...................................................................................................................................... 8

3. Tools ................................................................................................................................................... 10

Part Two: Changelog ................................................................................................................................ 11

1. Fixing soft 404 crawl errors caused by auto generated pages ....................................................... 11

2. Fixing errors in structured data hentry items ................................................................................ 12

3. SEO Keyword, Title and Description .............................................................................................. 13

4. Adding Footer.................................................................................................................................... 14

5. Fixing broken hyperlinks ................................................................................................................. 15

6. Updating images information (names, URLs and alternative texts) ............................................ 17

Part Three: Next steps .............................................................................................................................. 18



Part One: Summary

1. Focus of SEO in the current stage The ultimate goal of SalesJunction SEO is to increase more paid accounts. In the current stage, the goal is

set to have more Free Trial Signup for SJ CRM.

SEO methods:

a. Improve SEO snippet (title, keywords, and description) in WordPress for important pages

b. Monitor and fix crawl errors such as structured data error and non-existed page URL to improve

the crawl speed in Google Analytics

c. Maintain SJ sitemap

d. Track SEO KPIs in Google Analytics (see detailed report in next section). KPIs which are

currently tracked include:

Goal 1: Free Trial Signup completion

Traffic source/medium contributed to Goal 1 completion

Source conversion Path

Pageviews and duration time.

e. Miscellaneous (fixing broken links, adding alternative text for images, etc.)

In those methods, a and c help search engine understand SJ website’s structure, b and e could improve the

site speed and visitor experience, and d is used as a monitor tool.



2. Overview performance of SalesJunction.com

a. SEO Review Table

URL SEO Title

SEO Title length

(suggested max:

70 character)

SEO Description

SEO Description

length (suggested

max: 156 character)

Keywords

http://www.salesjunction.com

Home | SalesJunction|Web

based CRM for Small Business 53

SalesJunction CRM, Customer Relationship Management

Software, Online Sales Force Automation (SFA), Web Based

CRM for Small Business 131

web based crm for small

business

http://www.salesjunction.com/p

ricing-features/

Pricing - Features |

SalesJunction | Web based


SalesJunction CRM pricing is just $10 per user and features

include account, contact, opportunity, activity, dashboard,

workflow, report, iphone app, follow up, gmail integration,

and more! 189

Salesjunction pricing and

features

http://www.salesjunction.com/s

upport/

Support | SalesJunction | Web


SalesJunction has industry leading support with

complimentary phone and Email support based in North

America. You can submit a ticket or find the user manual

online. 165 support

http://www.salesjunction.com/t

utorial-videos/

Tutorial Videos |

SalesJunction|Web based CRM

for Small Business 64

The step by step tutorial videos helps you to learn

SalesJunction quickly. Click "Playlist" and Select Your

Tutorial Videos. 124 SalesJunction Tutorial Videos

http://www.salesjunction.com/a

bout/

About | SalesJunction|Web


SalesJunction provides the very best web based CRM

software and support to empower small businesses to

improve their customer relationships. 140

N/A (This general statement

page is not necessary to be

highlighted in search result.)

http://www.salesjunction.com/c

ontact/

Contact | SalesJunction | Web

based CRM for Small Business 58 Contact SalesJunction CRM team located in Atlanta, GA. 54

N/A (The contact information is

easily accessible.)

http://www.salesjunction.com/b

log/

News | SalesJunction|Web


Read our blogs and news to know more about SalesJunction.

Follow us on facebook, google+, twitter, and LinkedIn!

We'd love to hear from you! 145 news

http://www.salesjunction.com/r

eviews/

Reviews | SalesJunction|Web


We'd love to hear from you! Leave your comments to help us

improve our services! 80

N/A (No keywords on this

interface page.)


ignup/

Signup | SalesJunction|Web


Signup for a free trial to see how SalesJunction CRM system

improves your sales! Create a new account with no long term

commitment! 131 signup

http://salesjunction.com/free-

crm-software-trial/

Web Based CRM Software,

Customer Relationship

Management Software 65

A high powered, robust hosted Web Based SFA; CRM

contact management system that is designed and priced to

fit the needs of any size company. 140

Web Based CRM

Software,Customer Relationship

Management Software,Sales

Force Automation

Software,CRM Software


crm-software-

trial/default.asp?pd=y



Management Software 65

A high powered, robust hosted Web Based SFA; CRM

contact management system that is designed and priced to

fit the needs of any size company. 140

Web Based CRM

Software,Customer Relationship

Management Software,Sales

Force Automation

Software,CRM Software

http://www.salesjunction.com/

web-based-crm/

Web-based CRM |



Web-based CRM (Customer Relationship Management) from

SalesJunction.com provides great services and instant

productivity in an easy to use application. 151 web based crm


mall-business-crm/

Small Business CRM Software |



Our online small business CRM software is the perfect tool

for budget-savvy IT professionals. 93 small business crm software

http://www.salesjunction.com/h

osted-sfa-software/

Hosted SFA Software |



SalesJunction’s hosted sales force automation (SFA)

software offers activity workflows, automated lead capture,

easy-to-use integrated workspace and more! 154 sales force automation sfa


ontact-management-2/

Contact Management |



Contact management from SalesJunction allows you to

manage important details of contacts and the opportunities

to build and maintain customer relationships. 156 contact management

http://www.salesjunction.com/q

uick-setup/

Quick Setup |



Watch SalesJunction for Beginners quick setup videos

which will help you get started with the very best web based

CRM for small business. 137 quick setup


ervice-agreement/ N/A (Service Agreement) 23 N/A 3 N/A


rivacy/ N/A (Privacy Statement) 23 N/A 3 N/A


ubmit-a-ticket/

Submit a TIcket |


for Small Business 64 Submit a ticket for SalesJunction support 41 SalesJunction ticket system

http://www.salesjunction.com/k

nowledge-base-3/

Knowledge Base |



Search in SJ knowledge base for a variety of contents

including setup, data import, email/follow up templates,

contacts, accounts, opportunities and more! 154 knowledge base

SEO snippet



URL SEO TitlePageviews in

February 2015

Pageviews that

converted to free

trial sign up in

February 2015

Pageviews

conversion rate in

February 2015

Avg pageviews per

each free trial sign

up in Febuary 2015

Pageviews in

December 2014

Pageviews that

converted to free

trial sign up in

December 2014

Pageviews

converstion rate in

December 2014

http://www.salesjunction.com

Home | SalesJunction|Web

based CRM for Small Business 4012 50 1.2% 1.85 3811 52 1.4%


ricing-features/

Pricing - Features |


CRM for Small Business 375 62 16.5% 2.30 316 29 9.2%


upport/

Support | SalesJunction | Web


http://www.salesjunction.com/t

utorial-videos/

Tutorial Videos |


for Small Business 44 3 6.8% 0.11 94 4 4.3%

http://www.salesjunction.com/a

bout/

About | SalesJunction|Web



ontact/

Contact | SalesJunction | Web


http://www.salesjunction.com/b

log/

News | SalesJunction|Web


http://www.salesjunction.com/r

eviews/

Reviews | SalesJunction|Web



ignup/

Signup | SalesJunction|Web

based CRM for Small Business 14 3 21.4% 0.11 NA NA NA


crm-software-trial/



Management Software 74 43 58.1% 1.59 107 39 36.4%


crm-software-

trial/default.asp?pd=y



Management Software 9 2 22.2% 0.07 26 9 34.6%

http://www.salesjunction.com/

web-based-crm/

Web-based CRM |




mall-business-crm/

Small Business CRM Software |



http://www.salesjunction.com/h

osted-sfa-software/

Hosted SFA Software |




ontact-management-2/

Contact Management |



http://www.salesjunction.com/q

uick-setup/

Quick Setup |




ervice-agreement/ N/A (Service Agreement) 8 0 0.0% 0.00 11 6 54.5%


rivacy/ N/A (Privacy Statement) 8 0 0.0% 0.00 17 7 41.2%


ubmit-a-ticket/

Submit a TIcket |


for Small Business 0 0 0.0% 0.00 NA NA NA

http://www.salesjunction.com/k

nowledge-base-3/

Knowledge Base |


CRM for Small Business 0 0 0.0% 0.00 NA NA NA

4853 179 3.7% 6.63 4751 180 3.8%

SEO snippet Individual pageviews and goal conversion rates



b. SEO KPIs performance

The comparison was between Dec 2014 and Feb 2015.

Goal 1: Free Trial Signup completion

Note: Goal 1 Conversion Rate is the percentage of visits that resulted in a conversion to Goal 1.

The chart above shows from Feb 15, 2015 to Feb 28, 2015, Free Trial Signup had a sudden

increase. To understand the trend, an investigation was conducted. on those companies

background was Among the 21 signups in that period, 14 of them were confirmed from real

business with a variety of industries (Internet Media, IT outsourced service, Sales Consulting,

Marketing, Healthcare, etc.) The rest 7 were registered with personal emails and company

information provided failed to be validated. A possible reason for these non-business signups is

that people registered to learn SJ business for SJ job application. However, the total Signup trend

still steadily goes up even excluding those non-business ones. The chart below shown the trend

from Dec 1, 2014 to Match 10, 2015.

Traffic source/medium distribution (include Pageviews and Duration)

There were less total sessions but more new sessions in Feb 2015. That means more new

visitors but less return users. The lower Pages/Session and Avg. Session Duration also

suggested: (1) the user experience might be worsen because of the topics, contents, or

design, or (2) the website might become easier to understand and users read more quickly.

Considered the Bounce Rate was improved by 7.26%, the second reason is more possible.



Note: “Direct” means Google Analytics doesn’t identify the sources of visitors.

Unfortunately, 90% keywords in organic search was hidden by Google Analytics. The Search

Queries in Google Webmaster tools showed 95% keywords clicked were “salesjunction” and

“sales junction”. With this data, it could be assumed that most organic search visitors knew SJ

before they searched.

Compared with December 2014, the most obvious deterioration happened in Social source. The

only Social source in Feb 2015 was LinkedIn. Social networking in Dec 2014 was more active.

Besides, the Bounce Rate in Feb 2015 was 40% while in Dec 2014 it was only 7.32%.

Source conversion Path

Sum of Sessions Column LabelsRow Labels Facebook Google+ LinkedIn Quora Twitter Grand TotalDec 1, 2014 - Dec 31, 2014 34 1 2 0 4 41Feb 1, 2015 - Feb 28, 2015 0 0 4 1 0 5Grand Total 34 1 6 1 4 46



The source conversion path table shows the paths of visitors who finally signed up. It helps us

understand (1) visitors behavior, (2) the source of visitors who hit the goal, and (3) whether SEO

is helpful.

The snapshot shows the Multi-channel funnel conversion path in Feb, 2015. It indicates (1) most

visitors who signed up spent some time researching before signing up, (2) 14 out of 27 signups

started from organic search. However, it is not clear what keywords were searched.

To make the comparison simple and easy to read, only the landing paths were collected and the

data is summarized in the table.

Note: (direct) means Google Analytics doesn’t identify the sources of visitors.

c. Keywords

About 95% keywords are “salesjunction”. The table below shows the rest 5% keywords from

Google. Those keywords that lead to relatively frequent clicks are: follow up, email, template,

web based, crm, software, which are consistent with the keyword report from Bing.

Sum of Conversions Column Labels

Row Labels (direct) bing docurated.com google salesjunction.com Grand Total

Dec 1, 2014 - Dec 31, 2014 7 0 1 8 0 16

Feb 1, 2015 - Feb 28, 2015 11 1 1 13 1 27

Grand Total 18 1 2 21 1 43



follow 27 crm 1199 details 20.00%

up 27 based 879 excel 16.67%

template 19 web 872 form 4.80%

form 12 up 871 defined 3.57%

email 5 follow 863 user 3.57%

opportunity 4 template 634 customer 3.45%

sales 3 email 423 field 3.33%

defined 2 software 342 follow 3.13%

stages 2 sales 294 up 3.10%

templates 2 form 250 template 3.00%

types 2 small 215 opportunity 2.84%

user 2 business 204 forms 2.70%

based 1 system 199 stages 2.63%

crm 1 force 156 types 2.44%

customer 1 opportunity 141 fields 2.44%

details 1 account 134 templates 2.22%

excel 1 sfa 124 email 1.18%

field 1 webbase 113 meeting 1.14%

fields 1 automation 112 sales 1.02%

forms 1 management 95 software 0.29%

meeting 1 templates 90 web 0.11%

software 1 meeting 88 based 0.11%

web 1 types 82 crm 0.08%

All All

Impressions>=10 CTR

All

Clicks



3. Tools

Currently used Web software is: WordPress

Currently used SEO Analytics tools are: Google Analytics, Google Webmaster Tools, MS SEO

Tool, Bing Webmaster. MS SEO Tools and Bing Webmaster didn’t be explored as thoroughly as

Google Tools. Generally, both of them provide similar information with Google. For Google

Analytics, Google Webmaster Tools, WordPress and Bing Webmaster, SJ accounts are existed.

To use MS SEO Tools, different setup steps are required. Below is a brief instruction.

Step 1: Install WebMatrix

WebMatrix is a free, lightweight, cloud-connected web development tool. More information

and download page: http://www.microsoft.com/web/webmatrix/ To install the app, you need to

register with a valid email.

Step 2: Run SEO report

Search Engine Optimization (SEO) Report is implemented in WebMatrix. To run an SEO

report on a website that is not created in WebMatrix, you’ll need to create an Empty Site first.

It will take you to the dashboard, then select Run a Report, enter a name for the report and the

URL of the website you want WebMarix to analyze (i.e. www.salesjunction.com). After the

report is generate, click the SEO icon to see the SEO report. Step-by-step instruction and

more information are available at http://www.microsoft.com/web/solutions/seo-webmatrix.aspx

SEO Tool Comparison Strength Limitation

Google Analytics &

Webmaster

Covering all aspects of SEO

Analyzing on the majority of

traffic.

Less and less organic friendly

(90% keywords are

unavailable).

Bing Webmaster &

MS SEO Tool

Simple and easy.

Free keywords analysis.

Very detailed diagnoses on page

performance.

Bing & Yahoo only stands for

a small part of our organic

search source.

SEO Tool gives too many

unnecessary warnings and

errors (i.e. WP pages).

http://www.microsoft.com/web/webmatrix/

http://www.microsoft.com/web/solutions/seo-webmatrix.aspx



Part Two: Changelog

1. Fixing soft 404 crawl errors caused by auto generated pages

When people search in the website, some search results pages were auto generated and when

Google crawl those URLs, it shows "the target URL doesn't exist, but your server doesn't return a

404 page". Those auto generated pages decrease website's ranking because they prevent Google

understanding the focus of the website.

Before crawling a website, most web crawler first read the robots.txt to check which pages

should not be crawled and which could. The error won’t happen if robot.txt tells the crawlers not

to crawl the auto generated pages.

What I did was modifying robots.txt (through WordPress/SEO/Edit Files) to block Google crawl

URLs start with/search/ or/*? which indicate search result pages. (Jan 13)

By Jan 21, this type of error has not been detected since the change was made. (Picture updated

on Feb 11)



2. Fixing errors in structured data “hentry” items

The errors happen in blog, post and news pages. The cause of this type of error is that we use

certain class (i.e. hentry) in code for posts pages which indicates to Google that these pages

contain structured data. The problem is that only partial information is sent and we still need

"author", "entry-title" and "updated". This error could be fixed by adding span tags in the php

templates. After Sanjyot added tags in single.php and theme-function.php on Jan 23, testing

result in google master testing tool showed the errors were fixed. Now errors have been found

after Jan 26. The red curve started dropping from Feb 1. (Feb 4)



3. SEO Keyword, Title and Description

Adding keyword, title and description for important pages is a necessary step in SEO. Yoast

plugin in WordPress is a widely used SEO tool that not only allows us to add SEO words but

also provides SEO analysis (Page Analysis).

However, the plugin doesn’t read contents and images in custom fields from our cake content

builder. An online undocumented solution to this problem is to add a piece code in theme

functions (function.php). It barely helps (for example, after using the code, 8 words in the home

page is counted vs zero word before using it).



4. Adding Footer

On Feb 2 and Feb 3, footer was added.

Step 1: Create menus and add in pages

WordPress -> Appearance -> menu -> create a new menu

Create 4 menus: SALESJUNCTION, SUPPORT, ABOUT, and SIGNUP. Add in pages/URL

under the menus as shown above (i.e. add pages of quick setup, tutorial videos, service

agreement and URL of service agreement under SUPPORT)

Step 2: Create 4 footer areas

WordPress -> Appearance -> Widgets

Drag the icon “Custom Menu” into Footer area #1, #2, #3, #4 and select the corresponding menu.

DONE.

Step 3 (optional): Check the format

When using a theme skin, the footer color is not able to be controlled. Change the “theme skin”

to custom under Appearance -> Cake Theme Options -> Colors -> General. Be careful, this

change may have an impact on the original color combination! (Feb 4)



5. Fixing broken hyperlinks

(a) In MS SEO reports this broken hyperlink error: The Web page contains the broken link

'http://www.salesjunction.com/wp-content/uploads/2014/03/bluecheck.png' existed for a lot

pages. Diagnosis showed the image bluckcheck.png had been removed and could not be found

in the particular location. However, it is used as a background image in Custom CSS in

WordPress.

On Feb 23, I removed the corresponding setting code in Custom CSS in WordPress. The code is

shown below:

.featuredlist li {

background: url("http://www.salesjunction.com/wp-content/uploads/2014/03/bluecheck.png")

no-repeat left center; padding: 5px 0 0 40px; height: 30px; text-align: left; }

(b) The blog are usually posted with a cover picture (slider). But the cover picture for the blog

“SalesJunction and Gmail Integration” was missing because the image had been moved but it’s



link in slider was not updated in time.

I found the image and updated the URL link in WordPress -> Revolution Slider -> gmail (Feb

25).



6. Updating images information (names, URLs and alternative texts)

If the name and URL of an image can describe image’s content, it helps search crawlers better

understand the website. The alternative text is shown when the image could not be displayed in

visitors’ browsers.

Most images in SJ website are used as background, it is not necessary to update the information

for those. The only images that were updated are the three images in the home page.

The update was done in WordPress. The names were changed in FileManager. The URLs (image

location + image name) were automatically updated and should be changed in Page Editor. The

alternative texts were also changed in Pages Editor, which is shown below (Mar 2) :



Part Three: Next steps 1. Understand the sources of signups: how did they hear about SJ.

2. Figure out the keywords used in organic search that hits the goal.

3. Further exploit and use Bing Webmaster and MS SEO Tool

4. Identify the most valuable project that helps improve SEO results

seo project documentation v4.0

Documents

seo snippets

seo methods

seo keyword

seo snippet title

seo kpis performance

ms seo tool

seo review table

current stage