Multilingual SEO Nearshoring by Hop Online - 2011

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

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Multilingual SEO Nearshoring by Hop Online - 2011

by Hop Online on Dec 18, 2010

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Multilingual SEO Nearshoring by Hop Online - 2011 — Presentation Transcript