SEO - Be found | John Caldwell | CreatorSEO

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Enterprise Ireland - eMarketing Event - Athlone - March 2014

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SEO - Be found | John Caldwell | CreatorSEO

  1. 1. John Caldwell john@creatorseo.com 061 513267/ 01 5313061 086 2410295
  2. 2. 1. Introduction
  3. 3. • SEO • PPC • Social Media • Videos • Website …… Internet marketing
  4. 4. IM Strategy Digital strategy: Marker-place analysis: Goals and KPI’s: Strategy:
  5. 5. SEO Introduction • 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
  6. 6. Key - SEO is a process  Website and competition audit  Identify opportunities  Analyse (Google Analytics)  Website reach  Website conversion  Develop plan  Document baseline  Implement changes  Analyse (Google Analytics)
  7. 7. In an Internet Minute? • 64o,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
  8. 8. Some other key facts! • 64o,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)
  9. 9. 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
  10. 10. What a Search Engine Sees
  11. 11. What a Search Engine Sees
  12. 12. Understanding the Search Page
  13. 13. 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.
  14. 14. The Golden Triangle
  15. 15. 2. Which? - search engines!
  16. 16. Be found on the internet • Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  17. 17. 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 :)
  18. 18. There are hundreds of Search Engines … but you can get very good results by optimising the site for the primary search engines
  19. 19. Be found on the internet • Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  20. 20. Be found on the internet • Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  21. 21. Be found on the internet • Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  22. 22. World-Wide Search Engine Market Share
  23. 23. Search Engine Market Share
  24. 24. Search Engine Market Share
  25. 25. 3. SEO Strategy
  26. 26. Strategy • Language? Culture?
  27. 27. Search Pyramid
  28. 28. Search Pyramid You have to get these right first
  29. 29. Search Pyramid Before you get these right first Localqualitycontentis king
  30. 30. Hummingbird and Carousel
  31. 31. The search demand curve Source: SEOMoz
  32. 32. Search and targeting 1
  33. 33. Search and targeting 1 2
  34. 34. Search and targeting 1 2 3-4
  35. 35. Search and targeting 1 2 3-4 4+
  36. 36. 4. Geographic TargetingGoogle.ie, Google.co.uk, Google.de, Google.fr……
  37. 37. Trading internationally • Common situations: – one country, several languages – one language, several countries
  38. 38. Trading internationally • What can be done? – domains by country? – main domain and subdirectories per language? – main domain and directories per language? – Geo targeting on Google
  39. 39. 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?
  40. 40. 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)
  41. 41. 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
  42. 42. 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
  43. 43. 5. Competition
  44. 44. 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
  45. 45. Search is a process www.creatorseo.com
  46. 46. 6. PPC versus SEO
  47. 47. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEO ü results in 1-2 days ü easier for a novice or one with little knowledge of SEO ü ability to turn on and off at any moment and easily updated! ü results take 2 weeks to months ü requires ongoing learning and experience to achieve results ü very difficult to control flow of traffic
  48. 48. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEO ü generally more costly per visitor and per conversion ü fewer impressions and exposure ü easier to compete in highly competitive market space (but it will cost you!) ü generally more cost- effective, does not penalize for more traffic ü SERPs are more popular than sponsored ads ü very difficult to compete in highly competitive market space
  49. 49. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEO ü Ability to generate exposure on related sites (AdSense) ü ability to target “local” markets ü better for short-term and high-margin campaigns ü ability to generate exposure on related websites and directories ü more difficult to target local markets ü better for long-term and lower margin campaigns
  50. 50. Which one? • You shouldn't be limited to SEO or PPC. • Integration is the best approach. Each has different strengths and weaknesses.
  51. 51. 7. Audience
  52. 52. 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. 53. 8. Local content
  54. 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. 55. 9. Design and usability
  56. 56. 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 4-6 seconds to impress! • Optimised for visitors • Target audience • Easily found by the target audience • Content must be dynamic and interesting
  57. 57. 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
  58. 58. 10. Be local
  59. 59. • Register each site with Google Places, Bing Business Portal for example.
  60. 60. 11. Tools
  61. 61. Tools to use www.mysiteperformance.com
  62. 62. 12. Google guidance
  63. 63. Guidance • Create useful page titles • Use informative URLs • Provide relevant page descriptions • Add your business to Google Places • Manage your site links
  64. 64. Guidance • Value proposition • Call to action • Relevance • User experience
  65. 65. 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?
  66. 66. Some Final Tips • Get a local mailing address • Send website visitors to the right domain • Speed • Add Google translate to your site
  67. 67. 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
  68. 68. Final slide - SEO is a process  Website and competition audit  Identify opportunities  Analyse (Google Analytics)  Website reach  Website conversion  Develop plan  Document baseline  Implement changes  Analyse (Google Analytics)

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