be found on the web | john caldwell | creatorseo
DESCRIPTION
emarketing strategyTRANSCRIPT
Be Found on the Web
SEO and Internationalisation
Enterprise Ireland eMarketing Event
Using the Internet to Compete in International Markets
John Caldwell
[email protected] 513267/ 01 5313061
086 2410295
1. Introduction
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
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)
• SEO
• PPC
• Social Media
• Videos
• Website ……
Internet marketing
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
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:
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
Marketing Marketing
incl. SEOincl. SEO
CustomerCustomer
NeedsNeedsDataData
Growth
Hacking
Marketing Marketing
incl. SEOincl. SEO
CustomerCustomer
NeedsNeedsDataData
Growth
Hacking� Analytics
� Baseline
� Create a dashboard
� Perform AB Testing
� Create interventions
� Make changes
� One Metric That Matters?
� Talk to customers
� Make more changes
Marketing Marketing
incl. SEOincl. SEO
CustomerCustomer
NeedsNeedsDataData
Growth
Hacking� Analytics
� Baseline
� Create a dashboard
� Perform AB Testing
� Create interventions
� Make changes
� One Metric That Matters?
� Talk to customers
� Make more changes
An
aly
se b
efo
re a
nd
aft
er
cha
ng
es
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
What a Search Engine Sees
Understanding the Search Page
Paid adverts
(PPC)
Paid adverts
(PPC)
Natural or
Organic
Search (SEO)
News
The Golden triangle
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.
2. Which? - search engines!
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 tag2 Search terms in the HTML body copy3 Search terms in bold typeface4 Search terms in header tags5 Search term in anchor text in links to a page6 PageRank of a page (the actual PageRank, not the toolbar PageRank)7 The PageRank of the entire domain8 Quality of link partners9 Type of backlinks that bring anchor text juice for search terms10 The speed of the web site11. 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 too21. Geo located search results22. Rate of new inbound links to your site 23. Relevance of inbound links24. 301s, 404s, 414s etc 25. Duplicate title/meta tags 26. Participation in link schemes27. 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
There are hundreds of Search Engines
… but you can get very good results by optimising the site for the
primary search engines
… 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 …………..
… and let’s not forget
World-Wide Search Engine Market
Share
Search Engine Market Share
Search Engine Market Share
3. SEO Strategy
Strategy
Target audience: Language? Culture?
Search Pyramid
You have to get
these right firstBefore you get
these right
Hummingbird and Carousel
The search demand curve
Source: SEOMoz
1 2 3-4 4+
4. Internationalisation
Google.ie, Google.co.uk, Google.de, Google.fr……
https://sites.google.com/site/webmasterhelpforum/en/faq-
internationalisation
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”
Trading internationally
• Common situations:• one country, several languages
• one language, several countries
Trading internationally
• What can be done?• domains by country?
• main domain and subdirectories per language?
• sub domains?
• Geo targeting on Google
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?
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)
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
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
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
5. Competition
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
Search is a process
www.creatorseo.com
6. PPC versus SEO
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
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
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
Which one?
• You shouldn't be limited to SEO or PPC.
• Integration is the best approach. Each has different strengths and weaknesses.
7. Audience
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
Strategy needs to consider Technology
Desktop
Mobile
Browser
Operating System
8. Local content
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
9. Design and usability
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
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
10. Be local
• Register each site with Google Places, Bing Business Portal for example.
12. Google Algorithm Updates
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
Major Google Updates
• Panda 4.0 — May 2014Even 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 2012Tighter focus on implementation of Google Webmaster Guidelines and crack-down on black-hat SEO (less bad-links)
• Panda — February 2011Crack-down on low quality sites and duplicate content. More focus on authority and trustworthiness
• Caffeine (Rollout) — June 2010Google web index update – improved search speed and user experience
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.
• Conclusion IV. Sites with clear navigational structure and unique content got boosted.
Matt
Cutts
12. Tools
Tools to use
www.mysiteperformance.com
13. Google guidance
Guidance
• Create useful page titles
• Use informative URLs
• Provide relevant page descriptions
• Add your business to Google Places
• Manage your site links
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
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?
Some Final Tips
• Get a local mailing address
• Send website visitors to the right domain
• Speed
• Add Google translate to your site
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
Final slide
Be found on the web- SEO, PPC, Social + +
October 2014
John Caldwell
[email protected] 513267/ 01 5313061
086 2410295