Competitive Strategies in International Search Placement

© Copyright 2012, praxisnow.ie - ‹#›
COMPETITIVE STRATEGIES IN

INTERNATIONAL
SEARCH MARKETING
JOHN COBURN
Tel.: 01-2360076
Limerick 22nd March 2012

Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie

(Otherwise known as )
10 COMPETITIVE STRATEGIES IN
INTERNATIONAL
SEARCH MARKETING


1 SEO STRATEGY
If you are far from the enemy, make him
believe you are near
Sun Tzu


SEO LONG-TAIL
WEBSITE TRAFFIC 1 : 40 Non-Brand-related

UNIQUE KEY-PHRASES

Source: Covario / NetConcepts


(& therefore simultaneous!)
DISCRETE TARGETING
METHODS

Source: Covario / NetConcepts

2 GEO-TARGETED
Link Topology


LIKE THIS!
Neighbourhood .co.uk or generic:
Inbound Link Topology registered and hosted
in UK


. . . OR THIS!
.co.uk or generic:
Neighbourhood registered Ireland and
Inbound Link Topology geo-located to UK

NOTE: Not workable
with a .ie domain


NOT THIS!
(STILL AT HOME)
Neighbourhood With
Inbound Link Topology replication, carry-over
of links is often
overlooked


. . . AND DEFINATELY NOT THIS!
Neighbourhood
What many Irish
Inbound Link Topology Companies are
doing:

NOTE: Can still compete
for unique brands, geo-
locator based terms and
unique search phrases


. . .AND LOGICALLY THEREFORE . . .

3 SEPARATE WEBSITE PER
TARGET GOEGRAPHY
(or geo-located sub-domain)


4 ADWORDS “QUALITY SCORE”
THE NEW PPC LONG-TAIL


THE “OLD” PPC LONGTAIL
BEHIND THE TIMES?


“NEW” PPC LONGTAIL
“RELEVANCE”: A MORE USEFUL MODEL

€ Low Quality Score
Poor Alignment / High Competition

Medium Quality Score
Low CTR / (often) Low Competition

High Quality Score
High CTR / Good Alignment

LOW RELEVANCE HIGH


GOOGLE’S KEYWORD QUALITY SCORE
DETERMINES HOW MUCH YOU PAY PER CLICK + WHERE YOU ARE RANKED

GOOGLE’S KEYWORD
QUALITY SCORE CTR
QUALITY SCORE SCALE

1 - 10
Source: Google


5 HIGH VOLUME OF
ORIGINAL CONTENT
(written as you wish it to be
read, then revisited for
optimisation)


6 WITH COMPELLING
CAPTURE SALES LEADS

VALUE PROPOSITIONS
(on every “CATEGORY” page of your website)


MOST PREVALENT, BASIC
BINARY SALES PROPOSITION
(One “all or nothing” value proposition)

RELATIONSHIP
HELLO CONVERT MANAGE

VISITOR INFORMATION-DRIVEN NEWSLETTER
/ FACILITATION

Typical “campaign level” conversion rate =
2%
?

SLIGHTLY MODIFIED (BUT STILL SIMPLE)
NON-BINARY SALES PROCESS
LEAD
HELLO CONVERT GROW
CAPTURE

Not “Subscribe” | “Add to Newsletter” | “Enquiry Form”
(What to do with % of other 98%)


© Copyright 2011, praxisnow.ie - 20
CASE STUDY
GUIDE TO CUTTING
Concept
Original 13 ways solid fuel
heating can save
YOUR ENERGY BILLS
BY 25%
money on your
energy costs
• READ ON SCAN
• RELEVANT RIGHT NOW
• EASY TO REQUEST
• INSTANT GRATIFICATION
• TO THE POINT
• HIGHLY VISIBLE
Scope for 20+
different, compelling value
propositions on separate Landing
Pages, targeting separate buyer
priorities at different stages in
the purchase process or by user
type

CASE STUDY SPECIAL AIRLINE INDUSTRY REPORT:
Position Above Fold Carbon Footprint
Reduction Planning
in the Airline
Industry


CASE STUDY
Position Above Fold
Alternate

Special Report:

Carbon
Footprint
Reduction
Planning in the
Airline Industry


CASE STUDY
Original

What’s the
Capture Value
Proposition?

CASE STUDY
Concept 1

Keeping it Simple

Keep it simple – get more detailed
information later in the process

Ireland’s leading supplier of easy to use bookkeeping

CASE STUDY software for small and medium businesses

Concept 2 21 things you need to know about
the new tax changes for 2012

Keep Free Trial as is

Add a
compelling, campaign-
support page-level
value proposition for
lead capture without
need for a trial
(prospect may not be
ready or have time to
trial – yet.

CASE STUDY
1. Engage
2. Capture

?


CASE STUDY
1. Engage
2. Capture

PLAY
ENGAGE
AFFORDABLE ERP:
21 ways to reduce the cost of running
Video Demo
your enterprise using SaaS processes.
name:
email:
DOWNLOAD

CAPTURE WITHOUT COMMITTING TO TRIAL


CASE STUDY
Concept

Online Shop

Get our exclusive free guide to leveraging the power of your brand

7 MAP YOUR ONLINE
SALES PROCESS
(point of 1st contact to point of
conversion. Lifecycle management)


MAPPING THE
ONLINE SALES PROCESS


8 FOCUS ON “CONVERSION”
With Value Proposition Alignment


CONVERSION TIPPING POINT

98% 2%

NO SALE SALE
VISITOR QUALITY
POOR QUALITY HIGH QUALITY
/ IRRELEVANT NOT READY TO BUY YET / DIRECTLY RELEVANT
(BUT WILL BUY IN TIME)

A “Quality Visitor” is not just the person who is ready to buy now.


OPENING THE DOOR
Let’s say

38%
98% 2%
Determined by traffic quality
LEAVE CONVERT
30%
30% 60%
Convert over time

May never convert On the basis of a
EXCHANGE
ANONYMOUS IDENTIFIED =x15
COMPELLING
Value Proposition
conversion improvement


WHO ARE THEY? (I)
[ ] B2C
MOTHER
B2B
FATHER
END USER DAUGHTER
ENGINEERING SISTER
ANY INFLUENCER TYPE
SON
PRODUCTION % SALES PROSPECTS IN RESEARCH HUSBAND
MODE (NOT YET READY / WILLING WIFE
IT
/ ABLE TO BUY) BROTHER
FINANCE PLAYER
RELATED BUT DIFFERENT NEEDS
EXECUTIVE SUPPORTER
etc...

WHO ARE THEY? (II)
ANY INFLUENCER TYPE + ...

[ ] DECISION
BUSINESS CASE
ANY STAGE IN TCO
PURCHASE PROCESS ASSESSMENT
AWARENESS
DISCOVERY


HOW BIG IS THIS SEGMENT?
[ ]

A FUNCTION OF:
HOW TRAFFIC WAS GENERATED:
 Targeted eMail V Bulk, untargeted
 Key-phrase targeted SEO V unqualified traffic
 Managed Social engagement V Viral ‘novelty’
 Targeted Advertising V General Advertising


9 LEVERAGE THE NEW
GOOGLE ANALYTICS
Event tracking


ONLINE SALES PROCESS

ANALYTICS
CAPTURE RATIO FRONT-END BACK-END CONVERSION
EG. (VIEWS:REGISTRATIONS) CONVERSION RATIO RATIO
CAPTURES:CONVERSIONS FRONT-END:BACK-END

VISITOR TRAFFIC LANDING PAGE VIEWS ACCESS TO LEVEL 2 LINKING BACK-END
(Quality & Source) (development) CONTENT TO FRONT-END
DOWNLOADS (email-triggered)
SPLIT TESTING METRICS SALES FUNNEL
“EVENTS” ENGAGEMENT
ACCESS TO CONTENT


10
IS WEBSITE PURPOSE IS
CLEARLY DEFINED?
MEASURE PURPOSE ACCOMPLISHMENT


COMPETITIVE STRATEGIES IN

INTERNATIONAL
SEARCH MARKETING
JOHN COBURN
Tel.: 01-2360076
Email:
jcoburn@praxisnow.ie
Limerick 22nd March 2012

Competitive Strategies in International Search Placement

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