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
john@creatorseo.com
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
www.creatorseo.com

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

23. World-Wide Search Engine Market
Share

24. Search Engine Market Share

25. Search Engine Market Share

26. 3. SEO Strategy

27. Strategy
Target audience: Language? Culture?

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

29. Hummingbird and Carousel

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

31. 4. Internationalisation
https://sites.google.com/site/webmasterhelpforum/en/faq-internationalisation
Google.ie, Google.co.uk, Google.de, Google.fr……

32. 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”

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

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

35. Trading internationally
• Best option domains by country
• creatorseo.com
• creatorseo.fr
• creatorseo.de
• but
• complicated to manage and coordinate
• one CMS for all or one per domain?

36. Trading internationally
• Sub-domains or Domain name alias
• us.creatorseo.com
• fr.creatorseo.com
• de.creatorseo.com
• Directories by country/language
• creatorseo.com/us/
• creatorseo.com/fr/
• creatorseo.com/de/
• One language, several countries
• creatorseo.com/es/
• mycompany.com/es-pu/ (Peru)
• mycompany.com/es-mx/ (Mexico)

38. 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

39. 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
• http://spanish.creatorseo.com
• … but are a more integrated approach than having a
number of unrelated domain names
X

40. 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=http://example.com/en-ie hreflang=en-ie
/
• link rel=alternate href=http://example.com/en-ca hreflang=en-ca
/
• link rel=alternate href=http://example.com/en-au hreflang=en-au
/
• link rel=alternate href=http://example.com/en hreflang=en /
• Block automated translations in robots.txt

41. 5. Competition

42. 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

43. Search is a process
www.creatorseo.com

44. 6. PPC versus SEO

45. 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

46. 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

47. 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

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

49. 7. Audience

50. 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

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

53. 8. Local content

54. 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

55. 9. Design and usability

56. 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

57. 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

58. 10. Be local

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

60. 12.Google Algorithm Updates

61. 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

62. 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

63. 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.

64. 12. Tools

65. Tools to use
www.mysiteperformance.com

66. 13. Google guidance

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

68. 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

69. 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?

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

71. 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

72. Final slide

73. Be found on the web
- SEO, PPC, Social + +
October 2014
John Caldwell
john@creatorseo.com
061 513267/ 01 5313061
086 2410295