alba seo masterclass - helping you master international seo for your tech business
DESCRIPTION
Presentation from Grant Ruxton of Boyd Digital, 'Helping you to master International SEO for your Tech business'TRANSCRIPT
Alba Innovation Centre SEO Master Class Presented by Grant Ruxton
April 2014
©Boyd Digital
Agenda
–Introduction to SEO
– Keyword Research
– SEO Audits and Onsite SEO
– Offsite SEO and Authority
–Focus on International SEO
–Case Studies
–Interactive Session
What is SEO and What Does it Mean to
Your Business?
•Drive International Sales and Awareness
•Maximise brand Visibility at Home and Abroad
•Position Your Brand Next to Established players
•Discover and Justify New Markets
•Guide Business Decisions With International Traffic Information
Keyword
Research The Cornerstone of
successful SEO
Marketing Led Keyword
Research
• The cornerstone of effective SEO
• Understand what your customers are searching for
• Opportunity to tailor your site to customer needs
• Discover untapped areas of your market
• Target users at important stages of the customer journey
What is an SEO Audit?
• Full analysis of your website’s health
• Website structure
• On site technical considerations
• Review of existing content
• Analysis of various off site elements
Onsite SEO Technical
Factors
• Can search engines crawl the site effectively?
• Is the URL structure SEO friendly?
• Are there any coding errors?
• Is the robots.txt file in place and properly formatted?
• Can the site speed be improved?
Onsite SEO Content
Factors
• Is suitable meta data in place?
• Is the content suitable for the target keywords?
• Could the site be structured more effectively?
• Is the site easy for users to navigate?
• Is social media being integrated effectively?
Onsite SEO Technical
Factors
• Can search engines crawl the site effectively?
• Is the URL structure SEO friendly?
• Are there any coding errors?
• Is the robots.txt file in place and properly formatted?
• Can the site speed be improved?
Back link Analysis
• Analysis of the existing link profile
shapes the SEO campaign
• What kind of sites are linking to
you?
• What anchor text is being used?
• How will Google view these links?
• If the link profile is poor, link removal
work may be required
• Google are becoming increasingly good at
targeting spam
• Several high profile penalties in recent
months
• Managing on and off site SEO is crucial
• On site content needs to be of a high
standard
• Back link profile needs actively managed
to avoid potential issues
Penalties
Offsite SEO and Authority
• Earning links from
relevant sites is still key
to ranking
• Social media is an
increasingly important
channel
• SEO be part of a wider
marketing strategy
Link Attraction
• Develop quality content
• Find out what your customers want to know
• Develop content to answer their questions
• Promote content to industry influencers
• PR, social media and direct outreach
Social Signals
• Social media is another way of engaging with your customers
• High visibility correlates with higher rankings
• Google moving towards understanding web identities and authority via social media
• Google Plus becoming increasingly important for search engine visibility
International SEO
• International SEO is a huge
opportunity for businesses
• Huge overseas markets in most
industries
• Access to targeted customers
around the world
• Where is there an opportunity for your
business?
• Can you provide your service for
international customers?
• Can you scale your business to
accommodate the increased demand?
• Staff Impact
International SEO Considerations
• Where is there a demand for your service?
• International keyword research can give
an indication of market size
• Is there an opportunity to become a
market leader overseas?
Market Size
• Proper translation of content is essential
• Professional translation by a native
speaker will ensure you’re sending the
right message
• Web-based translation tools are not yet
accurate enough to be trusted
Multi Language Sites – Translations
Multi Language Sites –
Technical Implementation
• Various ways to implement foreign
language content
• Subdomains, subdirectories or
ccTLD’s?
• Server location
• Proper Hreflang implementation
• User IP & user agent detection
• Is international SEO delivering relevant
traffic from your target markets?
• Is your site ranking well for your target
terms?
• Is it delivering a decent ROI?
• Is it building your brand in new territories?
KPI’s for International SEO
International Case Studies
Michelin
Tyres 7 East Asian Territories
Multi Language
23% traffic increase
47% Traffic
Increase After onsite optimisation of
over 10,000 web pages
• Sign up for free to
Accuranker at
http://bit.ly/1fMM4Pa
• Add as many keywords that
you think are right for your
business
• We will talk through as
many results as possible
Interactive Session - Where do you rank?
Rank Tracking
• Accuranker http://bit.ly/1fMM4Pa
Keyword Research
• SECockpit http://bit.ly/1qEfd4m
• Long Tail Pro http://bit.ly/1mU8DF5
• Wordtracker http://bit.ly/1bTAtBz
Recommended Tools
Backlink Analysis
• Ahrefs http://bit.ly/1k01UNF
• Majestic SEO http://bit.ly/1go3u5G
• Open Site Explorer http://bit.ly/1ePt17v
• Link Research Tools http://bit.ly/1qn9LVa
Recommended Tools
Web: http://www.boyddigital.co.uk/
Talk: 0141 427 9337
Email: [email protected]
Skype: grantrux
LinkedIn: http://uk.linkedin.com/in/grantruxton
Contact Us
Local
Websites Business websites with
clear reason to link to
local estate agents
perrystreetcafe.com
Thanks