Get Search Insights With Marketing Cloud Account Engagement
Did you know that the first five organic results on the first page of a search engine account for 67.6% of all the clicks? If you’re not monitoring your search engine ranking, you could be missing out on a lot of data around traffic and engagement.
Salesforce Marketing Cloud Account Engagement gives you insights into your site’s performance in search results. With this data, you can adjust your SEO and content strategy to improve your ranking and get more eyes on your website. It also informs you how you stack up against the competition by tracking competitor rankings. Additionally, with Site Search, you can learn what people are searching for on your site and create automations such as sending autoresponders, increasing prospect scores, adding or removing prospects to dynamic lists etc. based on these search queries.
With all these features at your fingertips, you can fine-tune your search strategy for better results with Salesforce Marketing Cloud Account Engagement! Let’s dive in to learn more.
Tracking search keywords in Marketing Cloud Account Engagement
Firstly, let’s understand why tracking your business’s search engine results rank is so important. It’s not unusual for SEO experts to see their website’s search engine ranking fluctuate from first to sixth place over the course of a day. So this is why it’s essential to not only track your website’s ranking but also to understand how search engine rankings are determined so that you can maintain track of your most recent rank results and protect your position.
Salesforce Marketing Cloud Account Engagement makes it easy to track your SEO progress over time. To do this, you can simply add the URL of your website to the ‘Keywords’ page of your lightning app and the keywords you want to follow. The platform will then generate a report that shows where your site ranks for those keywords in different search engines. It can take up to 48 hours for the initial lookup and after the initial lookup, the data is refreshed weekly.
To add tracked keywords to your Marketing Cloud Account Engagement instance, simply follow these steps:
- In the Lightning app, select Content → Search → Keywords.
- Click + ‘Add Keyword’ and enter a keyword.
- Enter a site. Leave the field blank to use your account’s default site
- Click Create Keyword
You can also ask your Salesforce implementation partner to set these up for you before going live with Salesforce Marketing Cloud Account Engagement. Having these set up before going live can help you get a head so you can monitor your SEO progress from the get-go.
Understanding the Search Keywords Table Metrics
Now that you’ve added some keywords to track, let’s take a look at the metrics that Salesforce Marketing Cloud Account Engagement provides in the Search Keywords table:
- Google Rank: This is where your website appears in Google search results for this keyword based on relative importance. The metric displays as ‘Unranked’ when your site isn’t ranked in the top 20 for a keyword.
- Bing/Yahoo Rank: Here you will see where your website appears in Bing/Yahoo search results for this keyword based on relative importance. The metric displays as ‘Unranked’ when your site isn’t ranked in the top 20 for a keyword.
- Google Monthly Volume: This will show you the estimated number of Google search queries in your region that match your keyword.
- Google Cost-Per-Click: Here you will see the approximate cost per click (CPC) to purchase an ad from Google that displays on the first search results page for this keyword.
- Ranking Difficulty: This insightful tool will tell you how difficult it is to rank on the first page of Google search results for this keyword. Higher percentiles mean greater difficulty.
Now let’s learn how to club the data mentioned above with your competitor’s SEO ranking in order to build a better SEO strategy for your business.
Looking at your competitor's SEO
Knowing where you stand in relation to your competitors is essential to improving your ranking. Salesforce Marketing Cloud Account Engagement’s Competitor Ranking feature lets you see how your site ranks compared to your competitors. If you haven’t yet added competitors, then you might notice that Marketing Cloud Account Engagement has created your company as a competitor when the first user visits the Search Marketing screen.
The competitor ranking feature sits within the lightning app’s Content tab. To set up competitor metrics:
- In the Lightning app, select Content → Search → Competitors
- Click + Create New Competitor.
- Enter the competitor’s name and URL.
- Click Create Competitor.
You can do this yourself, or ask a Salesforce partner, like us, to take care of that for you.
Once you have competitor ranking set up, you can start to see where you need to improve your SEO strategy. For example, if you’re ranked lower than a competitor, you may want to take a closer look at why that is and adjust your strategy accordingly.
Understanding the Competitors Metrics Table
Now that you’ve added some competitors, let’s take a look at the metrics Salesforce Marketing Cloud Account Engagement provides in the Competitors table:
- External Equity Links: are external links that pass SEO signals such as page rank and anchor text, which Google uses to rank pages. This metric provides you with the number of external equity links pointing to the target URL.
- Page Authority: is a 100-point score representing the likelihood of a page ranking well in search engine results.
- Domain Authority: is also a 100-point score representing the likelihood of a domain ranking well in search engine results.
- Links to Root Domain: are the number of internal and external equity and non-equity links to the root domain of the source URL.
- Root Domain External Links: are the number of external equity links to pages on the source URL’s root domain.
With this information, you can compare your site’s SEO performance with your competitors. For example, if they have a higher Page Authority, it may indicate that they’re doing something right that you’re not. While making amendments to your SEO strategy and benefit from higher ranking, you must also focus on what your visitors search for on your website when they first land there. Salesforce Marketing Cloud Account Engagement’s Site Search lets you do just that.
What is Site Search, and what can you do with it?
Site search is a powerful way to understand what your website visitors look for when they first land on your site. Salesforce Marketing Cloud Account Engagement provides site search functionality that allows you to track and take action on searches made within your website!
If a customer visits your website and consents to website cookies, then you can track their actions and use this data to help convert them. For example, let’s say your business deals in furniture, a prospect searching for a “recliner sofa” on your website is a more precise indicator of interest than just a product page visit. With Marketing Cloud Account Engagement you can utilise search queries to help convert customers by building personalised and unique automations that act with your customers’ interests at heart. This might include:
- Sending an autoresponder email to your customer with relevant product information and availability.
- Increasing your customer’s Prospect Score based on website queries that indicate interest or future action.
- Sending an alert to your sales team about the customer’s interest and engagement history.
- Creating dynamic lists of people who searched for a variety of similar terms to add them to an Engagement Studio Journey with content about that query.
With Site Search the possibilities are endless! All you need is a little creativity.
How can Site Search insights help you deliver better content to your customers?
Understanding what your customers are looking for on your site can help you create content that is more relevant to their needs. In addition, Salesforce Marketing Cloud Account Engagement lets you track customer engagement with your content. This information can be used to improve your content strategy and make sure that your content is meeting your customers’ needs.
Finally, Salesforce Marketing Cloud Account Engagement’s site search insights can help you identify potential new leads and customers. By understanding what people are searching for on your site, you can reach out to these individuals and offer them your products or services.
How to set up Site Search on your website?
Setting up Site Search is not as easy as setting up ‘Keywords’ and ‘Competitors’ in Marketing Cloud Account Engagement. Here, you will require help from your website developer to:
- Go to the Lightning app, then select Content → Search → Site Search.
- Click + Add Site Search and give a unique Name to the Site Search variable.
- Click Next and Set up a redirect URL that routes the search query through Marketing Cloud Account Engagement to capture the search term and then redirect back to the results page of your website to display as usual.
To set up this redirect URL, you’ll then need to:
- Enter the original URL for your search. Find the URL by searching the page source for “form action=”.
- Select a submit method. Find the method by searching your search form source for “method=”.
- Enter the search query variable. It’s between the “?” and first “=” in the search page result URL.
Once the redirect URL has been set up, you need to replace the original URL with the redirect URL generated by Marketing Cloud Account Engagement in the “form action=” part of the form code on your website. You must take the help of your website developer to find where that code sits, as this typically will require cracking into the site’s code files to find it.
Does this sound a bit overwhelming to you? Not to worry! We have Salesforce Marketing Cloud Account Engagement specialists who can help you with this entire setup and more. Get in touch with us today to schedule a call.
Why should you choose Pracedo to implement Marketing Cloud Account Engagement?
We help our customers identify which Salesforce solutions can fast-track their revenue success. With a tailored approach to each customer, we implement Marketing Cloud Account Engagement to each of our customer’s needs and goals to ensure that they have a scalable solution that can skyrocket their growth.
By involving a Platinum Partner like us, you can:
- Ensure that your Marketing Cloud Account Engagement is built to your bespoke needs, using recommended best practices and scalable methods.
- Set up automations, such as engagement journeys, prospect score rules, dynamic list rules, etc., for when you launch, resulting in a more efficient Salesforce Marketing Cloud Account Engagement that can save you time and resources.
- Alleviate pressure on your teams to mould the platform to their needs without the proper technical knowledge or training.
- Benefit from our team’s technical knowledge and experience in successfully building digital transformation projects.
- Give your teams the best start with Salesforce by utilising our training to ensure they can get the most out of your custom configurations.
- Save time and money by fast-tracking your success with Marketing Cloud Account Engagement and ensuring that your platform will launch when needed.
Get in touch today to realise the benefits we can bring your organisation with a Salesforce Marketing Cloud Account Engagement implementation.
Pracedo is an award-winning Platinum Salesforce.com Consulting Partner that delivers innovative Salesforce implementations to forward-thinking customers.
With over a decade of experience focused on Salesforce and with offices in London, Amsterdam, Milan, Rome, Belgrade, Melbourne, Brisbane and Amsterdam, we work with our customers to unlock the platform’s power through tailored implementations that facilitate achieving business goals and ambitions. Our talented team of over 80 Salesforce professionals globally means that Pracedo offers a boutique consultancy experience, delivered locally to you, with the breadth and depth of knowledge earned from delivering over 1000 projects across our locations.
Pracedo specialises in Digital Transformation and Change Management. Implementations and customisations include Salesforce Sales Cloud, Salesforce Service Cloud, Salesforce Marketing Cloud, Marketing Cloud Account Engagement (formerly Pardot), Salesforce Revenue Cloud, Salesforce Experience Cloud and Salesforce Nonprofit Cloud.
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