Competitive Seo Strategies | John Caldwell | CreatorSEO


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Enterprise Ireland eMarketing Event - Kilkenny 21st of March 2013

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Competitive Seo Strategies | John Caldwell | CreatorSEO

  1. 1. John Caldwelljohn@creatorseo.com01 5313061 / 061 513267086 2410295
  2. 2. 1. Introduction
  3. 3. 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
  4. 4. 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
  5. 5. 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)
  6. 6. Google Queries
  7. 7. 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
  8. 8. What a Search Engine Sees
  9. 9. What a Search Engine Sees
  10. 10. 2. Which? - search engines!
  11. 11. Be found on the internet Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  12. 12. 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 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. Sort of the same as your number 8 but Id 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:
  13. 13. There are hundreds of Search Engines … but you can get very good results by optimising the site for the primary search engines
  14. 14. Be found on the internet Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  15. 15. Be found on the internet Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  16. 16. Be found on the internet Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  17. 17. Search Engine Market Share
  18. 18. Search Engine Market Share
  19. 19. What do Search Engines think?
  20. 20. 3. SEO Strategy
  21. 21. Strategy Language? Culture?
  22. 22. Search Pyramid
  23. 23. Search PyramidYou have to get theseright first
  24. 24. Search PyramidBefore you get theseright first
  25. 25. The search demand curve Source: SEOMoz
  26. 26. Search and targeting 1
  27. 27. Search and targeting 1 2
  28. 28. Search and targeting 1 2 3-4
  29. 29. Search and targeting 1 2 3-4 4+
  30. 30. 4. Geographic Targeting
  31. 31.
  32. 32. Trading internationally Common situations: one country, several languages one language, several countries
  33. 33. Trading internationally What can be done? domains by country? main domain and subdirectories per language? main domain and directories per language?
  34. 34. Trading internationally Best option domains by country but complicated to manage and coordinate one CMS for all or one per domain?
  35. 35. Trading internationally Directories by country/language US One language, several countries (Peru) (Mexico)
  36. 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. 37. Trading internationally Subdomains by countryX Search Engines consider subdomains almost a completely different entity than their domain they don’t inherit most of the domains relevancy Example of a sub domain
  38. 38. 5. Competition
  39. 39. 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
  40. 40. Search is a process
  41. 41. 6. PPC versus SEO
  42. 42. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEOresults in 1-2 days results take 2 weeks to months easier for a novice or one with requires ongoing learning andlittle knowledge of SEO experience to achieve resultsability to turn on and off at any very difficult to control flow ofmoment and easily updated! traffic
  43. 43. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEOgenerally more costly per visitor generally more cost-effective,and per conversion does not penalize for more trafficfewer impressions and exposure SERPs are more popular thaneasier to compete in highly sponsored adscompetitive market space (but itwill cost you!) very difficult to compete in highly competitive market space
  44. 44. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEOAbility to generate exposure on ability to generate exposure onrelated sites (AdSense) related websites and directoriesability to target “local” markets more difficult to target local marketsbetter for short-term and high-margin campaigns better for long-term and lower margin campaigns
  45. 45. Which one? You shouldnt be limited to SEO or PPC. Integration is the best approach. Each has different strengths and weaknesses.
  46. 46. 7. Audience
  47. 47. 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
  48. 48. 8. Local content
  49. 49. 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
  50. 50. 9. Design and usability
  51. 51. 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
  52. 52. 10. Be local
  53. 53. Register each site with Google Places, BingBusiness Portal for example.
  54. 54. 11. Tools
  55. 55. Tools to use
  56. 56. 12. Google guidance
  57. 57. Guidance Create useful page titles Use informative URLs Provide relevant page descriptions Add your business to Google Places Manage your site links
  58. 58. Guidance Value proposition Call to action Relevance User experience
  59. 59. 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?
  60. 60. Some Final Tips Get a local mailing address Send website visitors to the right domain Speed Add Google translate to your site
  61. 61. Some Final Tips Country Top Level Domains automatically associated to country Webmaster tools help directories-by-country sites Host in country Cross domain canonical links
  62. 62. John Caldwelljohn@creatorseo.com01 5313061 / 061 513267086 2410295