Be found on the web | John Caldwell | CreatorSEO

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Information about Be found on the web | John Caldwell | CreatorSEO

Published on October 23, 2014

Author: EnterpriseIreland



emarketing strategy

1. Be Found on the Web SEO and Internationalisation Enterprise Ireland eMarketing Event Using the Internet to Compete in International Markets John Caldwell 061 513267/ 01 5313061 086 2410295

2. 1. Introduction

3. In An Internet Minute! • 640,000 GB of Global Data transferred • Sales of $83,000 • 100+ New accounts • 100,000+ new tweets • 6 million Facebook views • 1.3 million video views • 2+ million search queries

4. In An Internet Minute! • 640,000 GB of Global Data transferred • Sales of $83,000 • 100+ New accounts • 100,000+ new tweets • 6 million Facebook views • 1.3 million video views • 2+ million search queries • 2.4B global Internet users • 85% of all traffic on the internet is referred to by search engines • 90% of all users don’t look past the first 30 results (most only view top 10)

5. Internet marketing • SEO • PPC • Social Media • Videos • Website ……

6. Terminology • SEO is the process used to increase the amount of visitors to a website i.e. obtain a high-ranking placement in the search results page of a search engine including Google, Bing, Yahoo and other search engines • A Web presence is a greater influence than a "standalone" net site

7. It All Starts With Strategy SEO is a set of processes that can be used to optimise the natural ranking of a website or web page in order to achieve a defined Search / Marketing Strategy The strategy can include: •Targeting a particular market •Which country or countries •Focussing on a region •Emphasising particular products •Etc… Digital strategy: Marker-place analysis: Goals and KPI’s: Strategy:

8. Key - This is a process or a set of processes  Website and competition audit  Identify opportunities  Analyse (Google Analytics) – GROWTH HACKING  Website user experience  Website reach  Website conversion  Develop plan  Document baseline  Implement changes  Analyse (Google Analytics) – GROWTH HACKING

9. MMaarrkkeettiinngg iinnccll.. SSEEOO CCuussttoommeerr NNeeeeddss DDaattaa Growth Hacking

10. MMaarrkkeettiinngg iinnccll.. SSEEOO CCuussttoommeerr NNeeeeddss DDaattaa Growth Hacking  Analytics  Baseline  Create a dashboard  Perform AB Testing  Create interventions  Make changes  One Metric That Matters?  Talk to customers  Make more changes

11. MMaarrkkeettiinngg iinnccll.. SSEEOO CCuussttoommeerr NNeeeeddss DDaattaa Growth Hacking  Analytics  Baseline  Create a dashboard  Perform AB Testing  Create interventions  Make changes  One Metric That Matters?  Talk to customers  Make more changes Analyse before and after changes

12. How Do Search Engines Work?  Spider “crawls” the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in their database  Search engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content  Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real-time)  Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors  Spiders read text and nothing else

13. What a Search Engine Sees

14. Understanding the Search Page Paid adverts (PPC) Paid adverts (PPC) Natural or Organic Search (SEO) News

15. The Golden triangle

16. The Golden Triangle When it comes to getting your website found and then converting your traffic into leads and sales, you should take The Golden Triangle very seriously.

17. 2. Which? - search engines!

18. Be found on the internet • Ranking – its just a formula…. = 2a+0.7b+12c+9d+2( a-b+d)-1.5e+2f ………….. • … but Google has more than 250 items in its algorithm • … and growing 1 Search terms in the HTML title tag 2 Search terms in the HTML body copy 3 Search terms in bold typeface 4 Search terms in header tags 5 Search term in anchor text in links to a page 6 PageRank of a page (the actual PageRank, not the toolbar PageRank) 7 The PageRank of the entire domain 8 Quality of link partners 9 Type of backlinks that bring anchor text juice for search terms 10 The speed of the web site 11. Search terms in the URL - main URL and page URLs 12. Search term density through body copy (About 3 - 5%?) 13. Fresh content 14. Good internal linking structure 15. Age of the domain 16. Links from good directories 17. Image names 18. Image ALTs 19. Reputable hosting company 20. Diversity of link partners too 21. Geo located search results 22. Rate of new inbound links to your site 23. Relevance of inbound links 24. 301s, 404s, 414s etc 25. Duplicate title/meta tags 26. Participation in link schemes 27. Quantity of backlinks 28. Quantity of linking root domains 29. Quality of linking root domains 30. Link distance from higher authority sites 31. Outgoing followed links from back linked pages

19. There are hundreds of Search Engines … but you can get very good results by optimising the site for the primary search engines

20. … but it is usually enough to focus on the main Search Engines • Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..

21. … and let’s not forget

22. World-Wide Search Engine Market Share

23. Search Engine Market Share

24. Search Engine Market Share

25. 3. SEO Strategy

26. Strategy Target audience: Language? Culture?

27. Search Pyramid You have to get these right first Before you get these right

28. Hummingbird and Carousel

29. The search demand curve 1 2 3-4 4+ Source: SEOMoz

30. 4. Internationalisation,,,……

31. Main aspects • Multilingual sites • URL structure • Language selection • Auto-translation • Character encoding • Meta tags and rel-alternate-hreflang links • Geotargeting • URL structure (ccTLD) • Server location • Webmaster tools • Meta tags • Use “rel-canonical” and “rel-alternate-hreflang”

32. Trading internationally • Common situations: • one country, several languages • one language, several countries

33. Trading internationally • What can be done? • domains by country? • main domain and subdirectories per language? • sub domains? • Geo targeting on Google

34. Trading internationally • Best option domains by country • • • • but • complicated to manage and coordinate • one CMS for all or one per domain?

35. Trading internationally • Sub-domains or Domain name alias • • • • Directories by country/language • • • • One language, several countries • • (Peru) • (Mexico)

36. Trading internationally • Directories by country/language • Cheaper • Less technical resources required • Easier to manage and coordinate • Directories contribute to increase the general relevancy of a domain

37. Trading internationally • Subdomains by country • Search Engines consider subdomains almost a completely different entity than their domain • they don’t inherit most of the domain's relevancy • Example of a sub domain • • … but are a more integrated approach than having a number of unrelated domain names X

38. Don’t forget to include the necessary language signals • Meta language tag • <meta http-equiv="content-language" content="en-gb"> • <meta http-equiv="content-language" content="en-ie"> • HTML language / country definition • <html lang="en-gb"> • Link element to different language-locales pages • <link rel="alternate" href="" hreflang="en-ie" /> • <link rel="alternate" href="" hreflang="en-ca" /> • <link rel="alternate" href="" hreflang="en-au" /> • <link rel="alternate" href="" hreflang="en" /> • Block automated translations in robots.txt

39. 5. Competition

40. Competition • On-line competition may not be your traditional competition • Different competitors in different regions SEO is about beating your competition in the targeted geographies

41. Search is a process

42. 6. PPC versus SEO

43. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEO  results in 1-2 days  easier for a novice or one with little knowledge of SEO  ability to turn on and off at any moment and easily updated!  results take 2 weeks to months  requires ongoing learning and experience to achieve results  very difficult to control flow of traffic

44. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEO  generally more costly per visitor and per conversion  fewer impressions and exposure  easier to compete in highly competitive market space (but it will cost you!)  generally more cost-effective, does not penalize for more traffic  SERPs are more popular than sponsored ads  very difficult to compete in highly competitive market space

45. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEO  Ability to generate exposure on related sites (AdSense)  ability to target “local” markets  better for short-term and high-margin campaigns  ability to generate exposure on related websites and directories  more difficult to target local markets  better for long-term and lower margin campaigns

46. Which one? • You shouldn't be limited to SEO or PPC. • Integration is the best approach. Each has different strengths and weaknesses.

47. 7. Audience

48. Audience • Know your audience • Cultural • In Mediterranean counties - Internet use is driven more by social factors rather than anything else, • where Nordic countries rely on the internet for more pragmatic, functional purposes. • Language

49. Strategy needs to consider Technology Desktop Mobile Browser Operating System

50. 8. Local content

51. Local content • Use local addresses and contact information • Add local case studies/ testimonials • with names and images • Customise content for each country or market • More relevant, increases local link building opportunities, and decreases duplicate content • Currency

52. 9. Design and usability

53. Basic requirements for any website A web site is a bit like an advert! • Clear purpose • Easy to use / intuitive • High impact - you have only 4 seconds to impress! • Optimised for visitors • Target audience • Easily found by the target audience • Content must be dynamic and interesting

54. Design and usability • Different countries prefer different design aesthetics • Recreating your website in a different language may not be enough • Get feedback on your site from locals in your target country

55. 10. Be local

56. • Register each site with Google Places, Bing Business Portal for example.

57. 12.Google Algorithm Updates

58. Major Google Updates • Panda 4.0 —May 2014 • Hummingbird —August 2013 • Penguin 2 —May 2013 • Penguin —April 2012 • Panda 3 —November 2011 • Panda 2 —April 2011 • Panda/Farmer —February 2011 • Caffeine (Rollout) —June 2010

59. Major Google Updates • Panda 4.0 —May 2014 Even more focus on the quality of the content • Hummingbird —August 2013 (Fast and precise) Completely new algorithm release – focus on semantic search and includes Google Knowledge Graph and geo-locating • Penguin —April 2012 Tighter focus on implementation of Google Webmaster Guidelines and crack-down on black-hat SEO (less bad-links) • Panda —February 2011 Crack-down on low quality sites and duplicate content. More focus on authority and trustworthiness • Caffeine (Rollout) —June 2010 Google web index update – improved search speed and user experience

60. Panda 4.0 – It’s mainly about quality, • Conclusion I. “Content Based Topical Authority Sites” are given more SERP Visibility compared to sites that only cover the topic briefly.(even if the site covering the topic briefly has a lot of generic authority). More articles written on the same topic increase the chances for the site to be treated as a “Topical Authority Content Site” on that specific topic. • Conclusion II. Sites with High User Interaction measured by shares and comments got a boost. • Conclusion III. Thin Content and Automatic content is deranked, even if it is relevant. Matt • Conclusion IV. Sites with clear navigational structure and unique Cutts content got boosted.

61. 12. Tools

62. Tools to use

63. 13. Google guidance

64. Guidance • Create useful page titles • Use informative URLs • Provide relevant page descriptions • Add your business to Google Places • Manage your site links

65. Guidance • Create useful page titles • Use informative URLs • Provide relevant page descriptions • Add your business to Google Places • Manage your site links • Value proposition • Call to action • Relevance • User experience • Relevant and unique content

66. Things to watch out for • Spelling, stylistic, or factual errors • Is your content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites? • Does your page have an excessive number of ads that interfere with the main content? • Are the articles short or lacking in helpful specifics? • Is your main content below the fold?

67. Some Final Tips • Get a local mailing address • Send website visitors to the right domain • Speed • Add Google translate to your site

68. Some Final Tips • Country Top Level Domain's automatically associated to country • Webmaster tools help directories-by-country sites • Host in country • Cross domain canonical links

69. Final slide

70. Be found on the web - SEO, PPC, Social + + October 2014 John Caldwell 061 513267/ 01 5313061 086 2410295

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