Multilingual SEO Nearshoring by Hop Online - 2011

  • 2,288 views
Uploaded on

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!

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,288
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
17
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. keywords
    AdWords
    call to
    action
    landing page
    conversions
    Blog
    ROI
    The Search & Social Mix
    Multilingual SEO , PPC & Social Media Marketing
    hop-online.com
  • 2. Contents
    About Hop Online
    Search Engine Optimization (SEO)
    Pay-per-click (PPC) Management
    Social Media Optimization (SMO)
    Contacts
    Page 2
  • 3. 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
  • 4. Our clients include…
    hop-online.com
  • 5. 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
  • 6. Hop Online’s Core Services Address Each Component
    • On-page site audits & SWOT analysis
    • 7. Competitor analysis
    • 8. Blogging / SEO content creation
    • 9. Scalable link-building
    • 10. Actionable analytics
    measurement &reporting
    • Conversion goal setting
    • 11. Geo & language targeting
    • 12. Keyword build-out
    • 13. Campaign structuring
    • 14. Ad copy
    • 15. Keyword bid optimization
    PPC
    SEO
    • Custom Facebook fan pages
    • 16. Twitter account strategies
    • 17. YouTube channel
    • 18. Cross-platform campaigns
    • 19. Monitoring and reporting
    • 20. Path to conversion analysis
    • 21. Landing page design
    • 22. Landing page copy
    • 23. A/B split testing
    • 24. Multivariate testing
    Social Media
    Conversions
    hop-online.com
  • 25. Search Engine Optimization (SEO)
    hop-online.com
  • 26. The SEO Pyramid
    Off-page SEO
    On-page SEO
    hop-online.com
  • 27. 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
  • 28. SEO Site Audits – Building the Foundation for Success
    Toolbox:
    hop-online.com
  • 29. 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
  • 30. Link-building methods: Quality > Quantity!
    hop-online.com
  • 31. SEO Case Study: 78% Organic search traffic improvement for a leading online payment gateway company
    • Improving ranking for target keywords
    • 32. Increasing organic search traffic from keyword long-tail
    • 33. Increasing number of site pages indexed by search engines (including blog posts)
    Achieved by:
    hop-online.com
  • 34. Monthly SEO Reporting
    1. Rank tracking
    2. Traffic from search engines
    3. Conversion value & ROI
  • 35. Pay-Per-Click (PPC)
    hop-online.com
  • 36. Benefits of PPC Advertising
    Reach, Timing, Cost & Flexibility at Key Stages of Buying Process
    • Reach vast majority of Internet users in desired location(s).
    • 37. Targeted impressions from keyword searches & relevant web pages.
    Brand Awareness
    • Direct responses to engaging text ads exactly at time of interest.
    • 38. Cost-effective initial engagement.
    Lead Generation
    Customer Sales Funnel
    • Performance-driven.
    • 39. Measurable ROI.
    • 40. Flexible & scalable.
    Sales
    Conversion
    hop-online.com
  • 41. 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
  • 42. 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
  • 43. 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
  • 44. 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
  • 45. 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
  • 46. AdWords Case Study: Leading Ecommerce Payment Solutions Provider
    309%
    ROI
    424%
    407%
    324%
    Average $3 in revenue for every $1 invested
    hop-online.com
  • 47. Social Media Optimization (SMO)
    hop-online.com
  • 48. 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
  • 49. 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
  • 50. 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