Multilingual SEO Nearshoring by Hop Online - 2011
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Multilingual SEO Nearshoring by Hop Online - 2011

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This deck presents Hop Online's philosophy & approach to PPC, SEO and social media marketing.

This deck presents Hop Online's philosophy & approach to PPC, SEO and social media marketing.

Thinking of outsourcing or even offshoring SEO/SEM? Think Nearshoring first!

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    Multilingual SEO Nearshoring by Hop Online - 2011 Multilingual SEO Nearshoring by Hop Online - 2011 Presentation Transcript

    • keywords
      AdWords
      call to
      action
      landing page
      conversions
      Blog
      ROI
      The Search & Social Mix
      Multilingual SEO , PPC & Social Media Marketing
      hop-online.com
    • Contents
      About Hop Online
      Search Engine Optimization (SEO)
      Pay-per-click (PPC) Management
      Social Media Optimization (SMO)
      Contacts
      Page 2
    • Hop Online -- Europe’s Leader in Multilingual SEO Nearshoring
      Leading SEO, SEM & Social Media Marketing firm in Bulgaria.
      12+ years of combined experience managing multilingual SEM, SEO and Social Media campaigns internationally.
      Google AdWords Certified Partner.
      Our mission is to help clients achieve their online marketing goals and to deliver measurable return on investment (ROI).
      Languages:
      Paris Childress
      CEO
      Stanislav Dimitrov
      Head of Search
      Boyan Stoyanov
      Search Specialist
      Lachezar Georgiev
      SEO & SMO Specialist
      (Click to view our LinkedIn profiles)
      hop-online.com
    • Our clients include…
      hop-online.com
    • 4 Key Components of a Complete Search Strategy
      Achieve near-term, controlled ROI; supplement and gather key data for SEO.
      Optimize your digital assets for competitive ranking within organic search results for top keywords.
      PPC
      SEO
      Convert more of your visitors into customers with stellar design, intuitive usability and strong calls-to-action.
      Generate demand and engage your audience where they spend most of their online time—social media sites.
      Social Media
      Conversions
      hop-online.com
    • Hop Online’s Core Services Address Each Component
      • On-page site audits & SWOT analysis
      • Competitor analysis
      • Blogging / SEO content creation
      • Scalable link-building
      • Actionable analytics
      measurement &reporting
      • Conversion goal setting
      • Geo & language targeting
      • Keyword build-out
      • Campaign structuring
      • Ad copy
      • Keyword bid optimization
      PPC
      SEO
      • Custom Facebook fan pages
      • Twitter account strategies
      • YouTube channel
      • Cross-platform campaigns
      • Monitoring and reporting
      • Path to conversion analysis
      • Landing page design
      • Landing page copy
      • A/B split testing
      • Multivariate testing
      Social Media
      Conversions
      hop-online.com
    • Search Engine Optimization (SEO)
      hop-online.com
    • The SEO Pyramid
      Off-page SEO
      On-page SEO
      hop-online.com
    • Our approach to SEO
      Measure fanatically; keep doing more of what works and less of what doesn’t.
      Identification of keywords with highest profit potential.
      Plan & create great content that will attract natural links.
      Keyword research
      Link-building
      Measure& Improve
      Content development
      On-page Site Audit
      Build high-quality links to targeted pages using keyword-optimized anchor text.
      Align site with keyword opportunities; enhance crawlability & usability of the site.
      hop-online.com
    • SEO Site Audits – Building the Foundation for Success
      Toolbox:
      hop-online.com
    • Link building goals
      Inbound-linking from external pages
      Internal cross-linking
      Maximizing flow of link equity to target pages from internal and external pages
      hop-online.com
    • Link-building methods: Quality > Quantity!
      hop-online.com
    • SEO Case Study: 78% Organic search traffic improvement for a leading online payment gateway company
      • Improving ranking for target keywords
      • Increasing organic search traffic from keyword long-tail
      • Increasing number of site pages indexed by search engines (including blog posts)
      Achieved by:
      hop-online.com
    • Monthly SEO Reporting
      1. Rank tracking
      2. Traffic from search engines
      3. Conversion value & ROI
    • Pay-Per-Click (PPC)
      hop-online.com
    • Benefits of PPC Advertising
      Reach, Timing, Cost & Flexibility at Key Stages of Buying Process
      • Reach vast majority of Internet users in desired location(s).
      • Targeted impressions from keyword searches & relevant web pages.
      Brand Awareness
      • Direct responses to engaging text ads exactly at time of interest.
      • Cost-effective initial engagement.
      Lead Generation
      Customer Sales Funnel
      • Performance-driven.
      • Measurable ROI.
      • Flexible & scalable.
      Sales
      Conversion
      hop-online.com
    • How AdWords Can Pay For Itself… And Then Some
      $1,000 initial investment in AdWords
      $0.10 CPC ≥ 10,000 clicks
      1% conversion rate = 100 sales
      Average margin per sale = $50
      $1K investment returns $5K in sales
      ROI = 500%
      Reinvest profits, increase budget
      hop-online.com
    • The PPC Virtuous Cycle
      CTR improvements’ impact on Revenue / ROI
      Click-through rate (CTR)
      Cost-per-
      click
      0.5%
      1.0%
      1.5%
      2.0%
      2.5%
      0.25
      0.50
      0.75
      1.00
      1.25
      1.50
      * Fixed assumptions: 1M Impressions, 1% Conversion rate, 150 EUR Revenue/Conversion
      hop-online.com
    • Our Approach to Google AdWords & PPC
      Build brand awareness
      Gather key data for SEO purposes
      Generate measurable ROI
      Keyword research, expansion & clustering
      Optimize keywords, bids, ad copy and placement targeting
      Goal setting
      Keyword build-out
      Ad creatives
      Report / Optimize/ Repeat
      Campaign
      structuring
      Establish coordinated and differentiated messaging for ad copy
      Unique stages of buying cycle (research vs. buy keywords)
      Unique product or service lines
      hop-online.com
    • Ad Groups Targeting Keyword Head and Long-tail Search Phrases
      Ad copy contains exact keyword phrases and specific calls to action
      antivirus software
      13.6 million monthly
      searches
      Search
      volume
      free antivirus download
      450K monthly searches
      spyware protection
      75K monthly searches
      ROI
      hop-online.com
    • Key Performance Indicators (KPI) in ROI Measurement
      * Conversion rate
      Ad Impressions
      * Ad CTR
      = Conversions
      Net income per conversion
      / Cost per conversion - 1
      ROI
      hop-online.com
    • AdWords Case Study: Leading Ecommerce Payment Solutions Provider
      309%
      ROI
      424%
      407%
      324%
      Average $3 in revenue for every $1 invested
      hop-online.com
    • Social Media Optimization (SMO)
      hop-online.com
    • Blog
      Social
      Bookmarking
      Brand channel
      SEO for video
      PPV video ads
      Original
      Content
      Email Marketing
      Image SEO
      Followers
      SMS marketing
      Social Media Strategies Driven By Content & Conversations
      Decentralized content that finds the customer in the right place at the right time
      Generate Content, Pull Users through SEM, Push Content through Social Channels
      Company fan page
      Advertising
      SEO
      Keywords!
      PPC
      Groups
      Company profile
      Direct Ads
      hop-online.com
    • Our approach to Twitter/social media
      Listen to the real time conversation happening around target keywords and brands
      Follow relevant people and get followed back; maintain healthy ratio
      Measure everything: retweets, site visits, conversions, etc.
      Join & Listen
      Create brand personality
      Build fans & followers
      Content!
      Measure & Improve
      Create campaigns for new, fresh content on a consistent schedule
      Define what kind of personality the brand will have through the tone and content of tweets
      hop-online.com
    • Get in Touch!
      Paris Childress
      StanislavDimitrov
      paris@hop-online.com
      stan@hop-online.com
      Linkedin.com/in/parischildress
      Linkedin.com/in/stanislavdimitrov
      Facebook.com/paris.childress
      Facebook.com/stanislav.dimitrov
      Twitter.com/hop_online
      Twitter.com/searchrocks
      pchil9
      stanleynik
      SEOnearshoring.com
      stans.posterous.com
      hop-online.com