competitive seo strategies | john caldwell | creatorseo

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John Caldwell [email protected] 01 5313061 / 061 513267 086 2410295

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Page 1: Competitive Seo Strategies | John Caldwell | CreatorSEO

John Caldwell

[email protected]

01 5313061 / 061 513267

086 2410295

Page 2: Competitive Seo Strategies | John Caldwell | CreatorSEO

1. Introduction

Page 3: Competitive Seo Strategies | John Caldwell | CreatorSEO

SEO Introduction

� Customers expect to find information for products

and services in multiple on-line locations

� 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

www.creatorseo.com

Page 4: Competitive Seo Strategies | John Caldwell | CreatorSEO

SEO Introduction

� A Web site is, by definition, a singular on-line entity.

It has a unique address, internal links and menus,

some level of Web design elements supporting the

Web page content and is basically a standalone

document

� A Web presence is a greater influence than a

"standalone" net site

www.creatorseo.com

Page 5: Competitive Seo Strategies | John Caldwell | CreatorSEO

Why bother with SEO?

� 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)

Page 6: Competitive Seo Strategies | John Caldwell | CreatorSEO

Google Queries

http://www.quora.com/How-many-search-queries-does-Google-serve-worldwide-every-day

Page 7: Competitive Seo Strategies | John Caldwell | CreatorSEO
Page 8: Competitive Seo Strategies | John Caldwell | CreatorSEO

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

Page 9: Competitive Seo Strategies | John Caldwell | CreatorSEO

What a Search Engine Sees

Page 10: Competitive Seo Strategies | John Caldwell | CreatorSEO

What a Search Engine Sees

Page 11: Competitive Seo Strategies | John Caldwell | CreatorSEO

2. Which?

- search engines!

Page 12: Competitive Seo Strategies | John Caldwell | CreatorSEO

Be found on the internet

� Ranking

= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..

Page 13: Competitive Seo Strategies | John Caldwell | CreatorSEO

Be found on the internet

� Ranking

= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..

Google has approximately 250 items in its algorithm

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 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. Sort of the same as your number 8 but I'd also add to have good diverse link partners too :) 21. Geo located search results

22. Rate of new inbound links to your site 23. Relevance of inbound links - subject specific relationship with target page negative factors too:

Page 14: Competitive Seo Strategies | John Caldwell | CreatorSEO

There are hundreds of Search Engines

… but you can get very good results by optimising the site for the primary search

engines

Page 15: Competitive Seo Strategies | John Caldwell | CreatorSEO

Be found on the internet

� Ranking

= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..

Page 16: Competitive Seo Strategies | John Caldwell | CreatorSEO

Be found on the internet

� Ranking

= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..

Page 17: Competitive Seo Strategies | John Caldwell | CreatorSEO

Be found on the internet

� Ranking

= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..

Page 18: Competitive Seo Strategies | John Caldwell | CreatorSEO
Page 19: Competitive Seo Strategies | John Caldwell | CreatorSEO
Page 20: Competitive Seo Strategies | John Caldwell | CreatorSEO
Page 21: Competitive Seo Strategies | John Caldwell | CreatorSEO

Search Engine Market Share

Page 22: Competitive Seo Strategies | John Caldwell | CreatorSEO

Search Engine Market Share

Page 23: Competitive Seo Strategies | John Caldwell | CreatorSEO

What do Search Engines think?

Page 24: Competitive Seo Strategies | John Caldwell | CreatorSEO

3. SEO Strategy

Page 25: Competitive Seo Strategies | John Caldwell | CreatorSEO

Strategy

� Language? Culture?

Page 26: Competitive Seo Strategies | John Caldwell | CreatorSEO

Search Pyramid

Page 27: Competitive Seo Strategies | John Caldwell | CreatorSEO

Search Pyramid

You have to get these

right first

Page 28: Competitive Seo Strategies | John Caldwell | CreatorSEO

Search Pyramid

Before you get these

right first

Page 29: Competitive Seo Strategies | John Caldwell | CreatorSEO

The search demand curve

Source: SEOMoz

Page 30: Competitive Seo Strategies | John Caldwell | CreatorSEO

Search and targeting

1

Page 31: Competitive Seo Strategies | John Caldwell | CreatorSEO

Search and targeting

1 2

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Search and targeting

1 2 3-4

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Search and targeting

1 2 3-4 4+

Page 34: Competitive Seo Strategies | John Caldwell | CreatorSEO

4. Geographic

Targeting

Page 35: Competitive Seo Strategies | John Caldwell | CreatorSEO

Google.ie

Page 36: Competitive Seo Strategies | John Caldwell | CreatorSEO

Trading internationally

� Common situations:

� one country, several languages

� one language, several countries

Page 37: Competitive Seo Strategies | John Caldwell | CreatorSEO

Trading internationally

� What can be done?

� domains by country?

� main domain and subdirectories per language?

� main domain and directories per language?

Page 38: Competitive Seo Strategies | John Caldwell | CreatorSEO

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?

Page 39: Competitive Seo Strategies | John Caldwell | CreatorSEO

Trading internationally

� 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)

Page 40: Competitive Seo Strategies | John Caldwell | CreatorSEO

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

Page 41: Competitive Seo Strategies | John Caldwell | CreatorSEO

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

X

Page 42: Competitive Seo Strategies | John Caldwell | CreatorSEO

5. Competition

Page 43: Competitive Seo Strategies | John Caldwell | CreatorSEO

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

Page 44: Competitive Seo Strategies | John Caldwell | CreatorSEO

Search is a process

www.creatorseo.com

Page 45: Competitive Seo Strategies | John Caldwell | CreatorSEO

6. PPC versus SEO

Page 46: Competitive Seo Strategies | John Caldwell | CreatorSEO

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

Page 47: Competitive Seo Strategies | John Caldwell | CreatorSEO

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

Page 48: Competitive Seo Strategies | John Caldwell | CreatorSEO

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

Page 49: Competitive Seo Strategies | John Caldwell | CreatorSEO

Which one?

� You shouldn't be limited to SEO or PPC.

� Integration is the best approach. Each has

different strengths and weaknesses.

Page 50: Competitive Seo Strategies | John Caldwell | CreatorSEO

7. Audience

Page 51: Competitive Seo Strategies | John Caldwell | CreatorSEO

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

Page 52: Competitive Seo Strategies | John Caldwell | CreatorSEO
Page 53: Competitive Seo Strategies | John Caldwell | CreatorSEO

8. Local content

Page 54: Competitive Seo Strategies | John Caldwell | CreatorSEO

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

Page 55: Competitive Seo Strategies | John Caldwell | CreatorSEO

9. Design and

usability

Page 56: Competitive Seo Strategies | John Caldwell | CreatorSEO

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

Page 57: Competitive Seo Strategies | John Caldwell | CreatorSEO

10. Be local

Page 58: Competitive Seo Strategies | John Caldwell | CreatorSEO

� Register each site with Google Places, Bing

Business Portal for example.

Page 59: Competitive Seo Strategies | John Caldwell | CreatorSEO

11. Tools

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Tools to use

www.mysiteperformance.com

Page 61: Competitive Seo Strategies | John Caldwell | CreatorSEO

12. Google guidance

Page 62: Competitive Seo Strategies | John Caldwell | CreatorSEO

Guidance

� Create useful page titles

� Use informative URLs

� Provide relevant page descriptions

� Add your business to Google Places

� Manage your site links

Page 63: Competitive Seo Strategies | John Caldwell | CreatorSEO

Guidance

� Value proposition

� Call to action

� Relevance

� User experience

Page 64: Competitive Seo Strategies | John Caldwell | CreatorSEO

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?

Page 65: Competitive Seo Strategies | John Caldwell | CreatorSEO

Some Final Tips

� Get a local mailing address

� Send website visitors to the right domain

� Speed

� Add Google translate to your site

Page 66: Competitive Seo Strategies | John Caldwell | CreatorSEO

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

Page 67: Competitive Seo Strategies | John Caldwell | CreatorSEO

John Caldwell

[email protected]

01 5313061 / 061 513267

086 2410295