Watch the former CEO of Eloqua and current CEO of Code42/Director of the Board for Trackmaven and Cornerstone OnDemand, Joe Payne , explain why the company not only owns non-branded Google search results (great SEO), but how it has grabbed so many of the coveted Google snippets—even over industry-leading enterprise competitors like Microsoft and SAP.
Why should you care? Well, Google snippets not only occupy the single most valuable real estate on a search results page (above paid ads), but they are the most highly trusted links by viewers. This is objectively proven by their explosive click through rates. Plus, you can’t buy your way into them. All of this leads to shortened sales cycles through the self-service content your company provides (and most likely already owns).
Video & Editing by Ari Hoffman, Music by Adam Vitovský
Since we are on the subject of SEO juice, our very own Lily M. wrote, Your Guide to Google Snippets and the Secret of MindTouch, which is capturing measurable attention due to its inside information on how to earn a snippet. Trust me, read it!
Regarding Code42 and what its leaders are doing to be so successful with Google, it really is as simple as turning their content public (the docs they already own). Everything from their how-tos to their technical documentation is now public facing content, allowing Code42 to run analytics on this documentation and optimize their self-service offerings. By ungating their information, they are giving researchers and buyers the documentation they need to make educated decisions, all while boosting their relevance and domain authority over time.
Gartner, Forrester, and the Harvard Business Review all talk about how customers are researching your company long before they let you know they are interested in buying. If you don’t offer product information readily through a Google search, they will turn to your competitors or third-party blog sites that do, and you don’t control that conversation.
The fastest growing segment for the last three years has in fact been the self-service portion of a business’s documentation. We know that digital transformation has already left the station; it’s time to hop on the next train and get your content working not just for your customer success channels, but as a sales enablement tool as well.
- 120% Increase Users
- Help Center serves 20k users/month
- 300% growth in self-service demand (no phone or in-person help)
- 9 minute reduction in ticket time-to-close
- 50% reduction in onboarding time from the GoLive team
(In two quarters)
- 46% increase in users
- 52% growth in sessions
- 38% increase in unique page views
- 7x surge in time on site metrics
- 16.5% growth in Alexa ranking
It takes less then a minute to sign up to see how your company compares to your competitors through this FREE Customer Experience Report that analyzes your Reach, Prominence, and Performance during the research, buy, and succeed phase of the customer journey. Sign up here.
How aligned is your content with your buyers and customers journey? Sign up for your free Customer Experience Report!