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John Caldwell

john@creatorseo.com
01 5313061 / 061 513267
086 2410295
1. Introduction
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
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
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)
Google Queries




http://www.quora.com/How-many-search-queries-does-Google-serve-worldwide-every-day
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
What a Search Engine Sees
What a Search Engine Sees
2. Which?
  - search engines!
Be found on the internet

 Ranking

    = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
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 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:
There are hundreds of Search Engines




   … but you can get very good results by optimising the site for the primary search
                                       engines
Be found on the internet

  Ranking

     = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
Be found on the internet

  Ranking

     = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
Be found on the internet

  Ranking

     = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
Competitive Seo Strategies | John Caldwell | CreatorSEO
Competitive Seo Strategies | John Caldwell | CreatorSEO
Competitive Seo Strategies | John Caldwell | CreatorSEO
Search Engine Market Share
Search Engine Market Share
What do Search Engines think?
3. SEO   Strategy
Strategy




      Language? Culture?
Search Pyramid
Search Pyramid

You have to get these
right first
Search Pyramid

Before you get these
right first
The search demand curve




              Source: SEOMoz
Search and targeting




   1
Search and targeting




   1   2
Search and targeting




   1   2   3-4
Search and targeting




   1   2   3-4         4+
4. Geographic
          Targeting
Google.ie
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?
    main domain and directories per language?
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

   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



X
     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
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                 results take 2 weeks to months

 easier for a novice or one with    requires ongoing learning and
little knowledge of SEO             experience to achieve results

ability to turn on and off at any    very difficult to control flow of
moment and easily updated!          traffic
PPC versus “Organic” SEO
       Pay-Per-Click                     “Organic” SEO
generally more costly per visitor   generally more cost-effective,
and per conversion                  does not penalize for more
                                    traffic
fewer impressions and exposure
                                    SERPs are more popular than
easier to compete in highly         sponsored ads
competitive market space (but it
will cost you!)                     very difficult to compete in
                                    highly competitive market
                                    space
PPC versus “Organic” SEO
      Pay-Per-Click                      “Organic” SEO
Ability to generate exposure on     ability to generate exposure on
related sites (AdSense)             related websites and directories

ability to target “local” markets   more difficult to target local
                                    markets
better for short-term and high-
margin campaigns                    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
Competitive Seo Strategies | John Caldwell | CreatorSEO
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
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.
11. Tools
Tools to use




 www.mysiteperformance.com
12. 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

   Value proposition
   Call to action
   Relevance
   User experience
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
John Caldwell

john@creatorseo.com
01 5313061 / 061 513267
086 2410295

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Competitive Seo Strategies | John Caldwell | CreatorSEO

  • 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 www.creatorseo.com
  • 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 www.creatorseo.com
  • 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)
  • 8. 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
  • 9. What a Search Engine Sees
  • 10. What a Search Engine Sees
  • 11. 2. Which? - search engines!
  • 12. Be found on the internet Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  • 13. 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 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:
  • 14. There are hundreds of Search Engines … but you can get very good results by optimising the site for the primary search engines
  • 15. Be found on the internet Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  • 16. Be found on the internet Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  • 17. Be found on the internet Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  • 23. What do Search Engines think?
  • 24. 3. SEO Strategy
  • 25. Strategy Language? Culture?
  • 27. Search Pyramid You have to get these right first
  • 28. Search Pyramid Before you get these right first
  • 29. The search demand curve Source: SEOMoz
  • 33. Search and targeting 1 2 3-4 4+
  • 34. 4. Geographic Targeting
  • 36. Trading internationally Common situations: one country, several languages one language, several countries
  • 37. Trading internationally What can be done? domains by country? main domain and subdirectories per language? main domain and directories per language?
  • 38. 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?
  • 39. 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)
  • 40. 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
  • 41. Trading internationally Subdomains by country X 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
  • 43. 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
  • 44. Search is a process www.creatorseo.com
  • 45. 6. PPC versus SEO
  • 46. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEO results in 1-2 days results take 2 weeks to months easier for a novice or one with requires ongoing learning and little knowledge of SEO experience to achieve results ability to turn on and off at any very difficult to control flow of moment and easily updated! traffic
  • 47. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEO generally more costly per visitor generally more cost-effective, and per conversion does not penalize for more traffic fewer impressions and exposure SERPs are more popular than easier to compete in highly sponsored ads competitive market space (but it will cost you!) very difficult to compete in highly competitive market space
  • 48. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEO Ability to generate exposure on ability to generate exposure on related sites (AdSense) related websites and directories ability to target “local” markets more difficult to target local markets better for short-term and high- margin campaigns better for long-term and lower margin campaigns
  • 49. Which one? You shouldn't be limited to SEO or PPC. Integration is the best approach. Each has different strengths and weaknesses.
  • 51. 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
  • 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. 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
  • 57. 10. Be local
  • 58. Register each site with Google Places, Bing Business Portal for example.
  • 60. Tools to use www.mysiteperformance.com
  • 61. 12. Google guidance
  • 62. Guidance Create useful page titles Use informative URLs Provide relevant page descriptions Add your business to Google Places Manage your site links
  • 63. Guidance Value proposition Call to action Relevance User experience
  • 64. 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?
  • 65. Some Final Tips Get a local mailing address Send website visitors to the right domain Speed Add Google translate to your site
  • 66. 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