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<ul><ul><li>International Search Marketing for Export Success </li></ul></ul><ul><ul><li>Jan Klin & Associates </li></ul><...
International Search Marketing Update <ul><li>  </li></ul><ul><li>A refresher and overview on the essentials of search mar...
Agenda <ul><li>The commercial imperative for search marketing </li></ul><ul><li>What’s new in search </li></ul><ul><li>The...
<ul><li>Search Marketing – Maximising your position in the hitlist </li></ul><ul><li>Click throughs dissipate as we move d...
Search Engine Market Share-International www.searchenginewatch.com www.searchenginecolossus.com http://www.searchenginelin...
SEO in Business to Business
SEO in Business to Consumer
The French Site
SEO success in High Tech Manufacturing
SEO success in High Tech Manufacturing
SEO in a High Tech Business
Search Marketing in Worldwide Shipping <ul><li>Use a combination of Pay per Click and Search engine optimisation to transf...
Social Search – eg Yahoo Answers <ul><li>Not dependant on mathematical algorithm </li></ul><ul><li>Conventional search res...
Social Search Takes Off “ What’s The Best Paint To Use For Living Room Interiors?” “ What’s the best credit card to get fo...
Google – ‘Universal Search’ Content retrieved from : Google maps,  news, images,  You Tube, Blogs,  MySpace, video ,etc
Google ‘Universal Search’
Universal Search
Universal Search <ul><li>Google maps, news, images, You Tube, Blogs, MySpace,etc…. </li></ul><ul><li>Certainly Google Base...
Google Base –  top of google after 1 week!
www.plumbnation.co.uk <ul><li>Heating and plumbing ecommerce site </li></ul><ul><li>Will eventually sell over 30,000 diffe...
 
Google Local Business Centre <ul><li>Address details on optimised (home) page </li></ul><ul><li>Geo info in ‘title’ tag </...
Look out for…. <ul><li>Google Chrome </li></ul><ul><ul><li>Google’s new browser – how will it change the game? </li></ul><...
<ul><li>1.  Auditing your current performance </li></ul><ul><li>2.   Strategic selection of keyphrases </li></ul><ul><li>3...
The Spidering Process
Are you in the  Google  index? Site:www.yourdomain.com <ul><li>Use the ‘Site’ command with your domain name at the Google ...
Check your spiderability – can the search engines spider your whole site? <ul><li>http://tools.seobook.com/general/spider-...
http://www.se-spider.com /
 
<ul><li>Use  a sitemap </li></ul><ul><li>Use html navigation </li></ul><ul><li>Add html links to all other important pages...
HTML Sitemap
Register with  Google Webmaster Central (GWC)
Getting the right domain  and hosting <ul><li>UK company </li></ul><ul><li>Targeting the UK </li></ul><ul><li>In UK Englis...
International traffic Issues <ul><li>Search engines will use the top level domain (TLD) to assess where you want traffic f...
Multi language/ Multi site issues <ul><li>Option 1: Have different translated versions of the same website under different...
Check where you are now www.marketleap.com <ul><li>Your  links </li></ul><ul><li>Your  keyword performance   </li></ul><ul...
www.marketleap.com   – search engine saturation
Generating ranking reports -IBP from www.axandra.com
<ul><li>1.  Auditing your current performance </li></ul><ul><li>2.  Strategic selection of keyphrases </li></ul><ul><li>3....
Strategy and Process <ul><li>The right keywords or keyphrases are the starting point for our strategy </li></ul><ul><li>Tr...
SEARCHER BEHAVIOUR Source:  Internal Yahoo! Data for UK, France, Spain, Germany, Italy <ul><li>Search activity is growing ...
Keyphrase Selection <ul><li>It’s a two stage process… </li></ul><ul><li>1. Developing the Initial List </li></ul><ul><li>2...
Developing the Initial List <ul><li>-  Brainstorm with your self and others you work with - Look at what competitors use (...
Some web based tools to help <ul><li>Yahoo Search Marketing -  Keyword Assistant </li></ul><ul><ul><li>http://searchmarket...
https:// adwords.google.co.uk/select/KeywordToolExternal
www.digitalpoint.com
Use Online Tools to help Generate  Effective Keyphrases   eg  www.wordtracker.com - Also for foreign language terms
KEIs and Wordtracker
Keyphrase Analysis <ul><li>Or…run a pay per click campaign! </li></ul><ul><ul><li>3 months </li></ul></ul><ul><li>This way...
What do you do if there’s no direct translation? <ul><li>“ City breaks”  has no direct equivalent in: </li></ul><ul><ul><l...
End Point –  A Prioritised Spreadsheet  of your Keyphrases
EndPoint – A prioritised list of your keyphrases
 
 
Sometimes it’s a problem…
<ul><li>1.  Auditing your current performance </li></ul><ul><li>2.  Strategic selection of keyphrases </li></ul><ul><li>3....
Major Ranking Factors <ul><li>On Page Factors  (‘Entry Ticket’) </li></ul><ul><ul><li>Metadata – title, keyword, descripti...
Content is King <ul><li>There is no substitute for good ‘keyword rich’ content </li></ul><ul><ul><li>At least 200-250 word...
The Keyword Density  Issue for Visible Text <ul><li>What do you think of this bit of copywriting! </li></ul><ul><li>Our  Y...
www.asgservices.co.uk
Capturing content below the scroll
www.aadrvarksafaris.com
 
 
Even Busy Ecommerce sites!
In summary <ul><li>Write text as naturally as possible </li></ul><ul><li>Check afterwards that the target phrase(s) is inc...
<ul><li>1.  Auditing your current performance </li></ul><ul><li>2.  Strategic selection of keyphrases </li></ul><ul><li>3....
Meta Tags – The Title tag
Meta Tags – The Title tag
Different Pages Optimised for  Different  Keyphrases
Eye Tracking Study <ul><li>2/3  of the time users initially looked at a listing for  7/100 of a second </li></ul><ul><li>P...
Meta Tags  Keyword and Description tags
Optimising your Metadata-   Important that the tags show a theme between    each other and the visible content   <ul><li>T...
Major Ranking Factors <ul><li>On Page Factors  (‘Entry Ticket’) </li></ul><ul><ul><li>Metadata – title, keyword, descripti...
<ul><li>1.  Auditing your current performance </li></ul><ul><li>2.  Strategic selection of keyphrases </li></ul><ul><li>3....
Use  www.linkpopularity.com  to check your links Inbound Links
Where do links come from? <ul><li>Directories </li></ul><ul><ul><li>General </li></ul></ul><ul><ul><li>Industry specific <...
<ul><li>1.  Auditing your current performance </li></ul><ul><li>2.  Strategic selection of keyphrases </li></ul><ul><li>3....
Google Analytics – free and comprehensive
Website Localisation and SEO
Websites and Localisation –  Why bother with translation?
An example  www.noisekiller.co.uk <ul><li>European focus with Italian distributor </li></ul><ul><li>Part of website transl...
Mistranslation Examples <ul><li>“ Please dial 7 to retrieve your auto from the garbage” </li></ul>Mistranslation: Hotel Rome
Mistranslation Examples <ul><li>“ Why go somewhere else to be cheated when you can come here” </li></ul>Mistranslation: In...
Mistranslation Examples <ul><li>“ Please hang yourself here” </li></ul>Mistranslation: Hotel cloakroom, Berlin
Mistranslation Examples <ul><li>“ Nothing sucks like an Electrolux” </li></ul>Mistranslation: Ad targeting the US
Mistranslation Examples <ul><li>“ You are welcome to visit the cemetery where famous Russian and Soviet composers, artists...
Some Sources - http://www.cilt.org.uk
www.manacad.com – foreign language ‘landing pages’ add metatags
Different languages on the same domain www.pneumat-europe.com
 
Register with  Google Webmaster Central (GWC)
Getting the right domain  and hosting <ul><li>UK company </li></ul><ul><li>Targeting the UK </li></ul><ul><li>In UK Englis...
International traffic Issues <ul><li>Search engines will use the top level domain (TLD) to assess where you want traffic f...
International Search Marketing <ul><li>If you want to target a specific country ideally you need to:- </li></ul><ul><li>Ha...
How many use ‘pages from’? Approx 15% in the UK – dependent on sector
Search Engine Market Share-International www.searchenginewatch.com www.searchenginecolossus.com http://www.searchenginelin...
Link Building Strategies <ul><li>Why is link building important? </li></ul><ul><li>1. Links from other sites to ours gener...
Where do these links come from? <ul><li>Many places… but we need to develop them in a structured way </li></ul><ul><li>Dir...
External links – anchor text
Europages – An Effective European Business Directory
Isedb.com
Use  www.linkpopularity.com  to  check links
Yahoo Site Explorer
Page Rank Running the cursor over this area will indicate the Page Rank In this case - 9
www.cloggs.co.uk <ul><li>Always in the top 3 in google for top 20 keyphrases </li></ul><ul><li>Optimised metadata and visi...
Anchor Text  Example <ul><ul><li><a href=&quot;http://www.youreventsltd.com&quot;> Exclusive Wedding Planners  </a> </li><...
Where do these links come from? Blogs
Where do these links come from? PR (‘Public Relations ’) Sites <ul><li>PR Directories </li></ul><ul><li>Examples </li></ul...
Where do these links come from? Forums
Essentials for new sites…. <ul><li>Your Content management system (CMS) has to produce search engine compliant metadata – ...
New site or not? <ul><li>New domains take a while to get ranked by Google (let’s say 6 months) </li></ul><ul><li>If possib...
Search traffic captured by mature .com site and redirected (302 redirect) to relevant international site
Search Engine Friendly Redirection – 302’s <ul><li>302 redirects tell google bot that one page should be temporarily redir...
Redesigning an existing website - Preserving Page Rank <ul><li>The inner ‘Page Rank’ equity has to be preserved </li></ul>...
Search Engine friendly  Redirection -301’s  <ul><li>301 redirects tell google bot that one page should be permanently redi...
<ul><ul><li>Pay per Click Advertising – PPC-DEC09-Intnl </li></ul></ul>
What is Web 2.0? <ul><li>The latest phase in how the web is being used  </li></ul><ul><ul><li>the networking phase  </li><...
Alexa.com –  top sites worldwide
See the top visited sites around  the world – 120 countries – top 100 sites
A typical web 2.0 scenario… <ul><li>We find a relevant blog (eg through aTechnorati.com search) </li></ul><ul><ul><li>Read...
A typical web 2.0 scenario… <ul><li>On Seth’s Blog  www.adthis.com  is used so people can use their favorite web-based rea...
<ul><li>On Seth’s Blog  www.adthis.com  is used so people can use their favorite social bookmarking tool </li></ul><ul><li...
Use ‘AddThis’ to allow people to bookmark your pages
www.del.icio.us.com <ul><li>Use social bookmarking </li></ul><ul><li>With Del.icio.us you can bookmark, tag, share your fa...
www.digg.com <ul><li>‘ Digg an article </li></ul><ul><li>Record it, rate it, tag it, share it </li></ul><ul><li>See what o...
Using social bookmarking sites for  traffic and ‘link juice’ <ul><li>20 million visitors per month visit the top 10 of the...
Winetravelguides.com – website, blog, facebook, twitter…
www.winetravelguides.com <ul><li>Active on LinkedIn </li></ul><ul><li>Early adopter of Twitter </li></ul><ul><li>Blogs ext...
Twitter Success <ul><li>Following Twitter for 6 months, active over past 3 months </li></ul><ul><li>Grown to be 2 nd  best...
Facebook Success <ul><li>Facebook page live for 2 months </li></ul><ul><li>100 ‘friends’ already acquired </li></ul><ul><l...
Your Facebook entry in Search Results <ul><li>Dear friend,   I am 100% serious about my business, but that is not to mean ...
Web 2.0 and Online Marketing <ul><li>Generally  </li></ul><ul><ul><li>–  participating in blogs (yours and others), RSS, s...
Why is Web 2.0 important? <ul><li>On line Marketing – visibility, SEO </li></ul><ul><li>Fastest growing are of the web </l...
For online success…. 4 Golden Rules… <ul><li>1. Use pay per click intelligently – for a reasonable return on investment (R...
<ul><li>Three times the clicks on left hand side compared  </li></ul><ul><li>to right hand side </li></ul>
For online success…. 4 Golden Rules… <ul><li>1. Use pay per click intelligently – for a reasonable return on investment (R...
Effective landing page
A sales focused website
For online success…. 4 Golden Rules… <ul><li>1. Use pay per click intelligently – for a reasonable return on investment (R...
Building your Opt-in List   <ul><li>Make sure the subscription process isn’t too long/complex – keep it simple </li></ul><...
For online success…. 4 Golden Rules… <ul><li>1. Use pay per click intelligently – for a reasonable return on investment (R...
For a copy of the slides…. <ul><li>Just email –  [email_address] </li></ul><ul><li>01928 788100 </li></ul><ul><li>07946 51...
Free ‘Webinar’ <ul><li>A full SEO course plus powerpoint slide presentation and access to  SEO  blog </li></ul><ul><li>£50...
Jan’s ‘Webinar’
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Seo Mar09 Intnl

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SEO presentation - UKTI Nov 09

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  • Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings
  • And even if a user doesn’t use Yahoo! Answers, chances are a question they pose in traditional search has already been asked in Yahoo! Answers, and those answers will show up in the algorithmic search results of most search engines. So by posting a question or an answer, you’re not simply interacting with those who use Yahoo! Answers, you’re potentially interacting with anyone who asks that question on the web! While you don’t need to provide expertise to everyone, you can provide it to those looking for it. Join the Answer’s community. _______________________________ Yahoo! Answers is our flagship product centred around the concept of knowledge search, and its had a lot of success. The way that it works is simple. Consumers can come in and type a question. So we don’t behave like today&apos;s web search product does; we address information that maybe directly be pertinent to the question that you might have. Existing search is great at finding content that relates to the query that you’ve made, but it doesn’t necessarily get to the context of the question you have. And knowledge search is a great way to tap into a community of users and the knowledge that they might have on a particular subject. So for instance, what’s the best credit card to get for airline points, or what should I expect if I go hiking in Poland?
  • Search Submit Pro is a unique solution, designed to compliment your Sponsored Search and SEO programs. SSP allows you to manage search in a holistic way and to deliver the right message to the right consumer at the right time. To provide some context around why marketers value the SSP program, I want to start by talking a bit about the search landscape and searcher behavior. Today there are 155 million unique searchers in the U.S. and the population of searchers is growing 28% YOY. As this search activity continues to grow, these searches are also becoming more complex. In 1998 an avg query was made of 1 ½ words. Today, 57% of all queries are made up of three or more words. The explosion of search and searcher sophistication really highlights the need for having the right tools in your arsenal to target the right consumers.
  • Your copy writing in paid search is very important.
  • Links on other sites will lead visitors to you, hence in its own right it is an important aspect of online marketing leading potential customers directly to your site. Obviously the more links the more different ways leading to your site. Over and above this it is an important part of search marketing, since the more links you have the more important you are in the eyes of the search engines and the higher up in the rankings you will appear ( we’ll qualify this in more detail as we move through)
  • There are many different ways to develop external links. The important point is to have a plan which we can use to develop our ongoing approach to link building. As we move through, particularly the practical exercises later, you will begin to put your own plans for successful link development in place.
  • In the example here a keyphrase on the site is ‘technical translation’ so ideally the incoming link should include ‘technical translation’ in the hyperlink text. This is optimal for SEO and where we have control (for example when sending details to a reciprocal linking partner) we should ensure this is the case. Of course we do not always have this control – many directories dictate the form of the link.
  • A good example of a directory for European Businesses – 500,000 businesses in 27 languages.
  • Isedb.com is a directory of directories. You’ll get to study this is in practical exercises
  • In the practical exercise you will download the Google toolbar which will allow you to determine the Page Rank of every site you visit. You will also check your own. This indicator (shown above) is just that, an indicator. Increasingly people are reporting that its accuracy is suspect and that Google may be intentionally giving out inaccurate PRs so its more difficult for people to fathom its algorithm. However it remains an important indicator for most sites but care must be taken not to consider it as absolutely accurate.
  • Blogger – now owned by Google was the original, and still one of the largest, Blog sites where you can easily set up your own blog.
  • There are many PR directories which you will search for in the practical session. A great way to submit you news stories and at the same time drop your website link (on high Page Rank sites)
  • Forums are another way we can drop our links around. They are quite formal so observing etiquette and being not too commercially motivated is the key. Google Groups is a main directory of newsgroups you could participate in
  • Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings
  • Transcript of "Seo Mar09 Intnl"

    1. 1. <ul><ul><li>International Search Marketing for Export Success </li></ul></ul><ul><ul><li>Jan Klin & Associates </li></ul></ul><ul><ul><li>01928 788100 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>
    2. 2. International Search Marketing Update <ul><li>  </li></ul><ul><li>A refresher and overview on the essentials of search marketing for international visibility, plus, an update on the latest approaches, tools and techniques - including any new aspects of search engine operations. </li></ul><ul><li>  </li></ul><ul><li>-What we need to know about how search engines work </li></ul><ul><li>  </li></ul><ul><li>-Essentials of Search Engine Optimisation for international traffic </li></ul><ul><li>  </li></ul><ul><li>-Visibility and Localisation Issues </li></ul><ul><li>  </li></ul><ul><li>-Targeting specific countries with SEO </li></ul><ul><li>  </li></ul><ul><li>-Using Pay per Click advertising to target specific countries </li></ul><ul><li>  </li></ul><ul><li>- Understanding which search engines to target and the tools they offer for geographic targeting </li></ul>
    3. 3. Agenda <ul><li>The commercial imperative for search marketing </li></ul><ul><li>What’s new in search </li></ul><ul><li>The SEO best practice process – the essentials </li></ul><ul><li>Web 2.0 and SEO </li></ul><ul><li>Links, internationalisation and localisation </li></ul><ul><li>Some issue regarding international SEO </li></ul><ul><li>Pay per Click Advertising (PPC) </li></ul><ul><li>Q&A </li></ul>
    4. 4. <ul><li>Search Marketing – Maximising your position in the hitlist </li></ul><ul><li>Click throughs dissipate as we move down the list </li></ul><ul><li>36% of internet users perceive a company in the top search engine rankings to be a major brand </li></ul><ul><li>Source: iProspect search engine branding survey </li></ul>
    5. 5. Search Engine Market Share-International www.searchenginewatch.com www.searchenginecolossus.com http://www.searchenginelinks.co.uk/link-48.html Google’s not the only show I town… Baidu – China Naver – Korea Yandex – Russia Are dominant in their respective countries
    6. 6. SEO in Business to Business
    7. 7. SEO in Business to Consumer
    8. 8. The French Site
    9. 9. SEO success in High Tech Manufacturing
    10. 10. SEO success in High Tech Manufacturing
    11. 11. SEO in a High Tech Business
    12. 12. Search Marketing in Worldwide Shipping <ul><li>Use a combination of Pay per Click and Search engine optimisation to transform their business </li></ul><ul><li>In less than seven months , Jan Klin & Associates have transformed our business from being on the edge of Rack and Ruin , to the point that we are unable to cope with the amount of enquiries and job confirmations. </li></ul><ul><ul><li>Andy McTaggart – Managing Director, ALS Worldmovers </li></ul></ul>
    13. 13. Social Search – eg Yahoo Answers <ul><li>Not dependant on mathematical algorithm </li></ul><ul><li>Conventional search results differ from Yahoo Answers results </li></ul><ul><li>Search Results are supplemented by human views </li></ul><ul><li>Over time conventional search will be supplemented by human views </li></ul>
    14. 14. Social Search Takes Off “ What’s The Best Paint To Use For Living Room Interiors?” “ What’s the best credit card to get for airline points?” ; “What’s the car with the greatest fuel efficiency?”; “How can I cure my acid reflux?” You can either ask the question, or pose an answer – either way, you have the opportunity to interact with the millions who have joined the Answers community. Yahoo! Answers is the first step in this evolution of social search. Visit http://answers.yahoo.com/ - type in a question, and you’ll be amazed at how quickly others on the network come to your aid.
    15. 15. Google – ‘Universal Search’ Content retrieved from : Google maps, news, images, You Tube, Blogs, MySpace, video ,etc
    16. 16. Google ‘Universal Search’
    17. 17. Universal Search
    18. 18. Universal Search <ul><li>Google maps, news, images, You Tube, Blogs, MySpace,etc…. </li></ul><ul><li>Certainly Google Base if you have products to sell - http://base.google.com/ </li></ul>
    19. 19. Google Base – top of google after 1 week!
    20. 20. www.plumbnation.co.uk <ul><li>Heating and plumbing ecommerce site </li></ul><ul><li>Will eventually sell over 30,000 different products </li></ul><ul><li>Site completed in September 2007 </li></ul><ul><li>First months sales in excess of £100,000 – for one product range! </li></ul><ul><li>Half sales from ‘pay per click’ half from natural results! </li></ul>
    21. 22. Google Local Business Centre <ul><li>Address details on optimised (home) page </li></ul><ul><li>Geo info in ‘title’ tag </li></ul><ul><li>Entry in local directories – eg Yell </li></ul><ul><li>Entry in Tripadvisor if you are a hotel </li></ul>
    22. 23. Look out for…. <ul><li>Google Chrome </li></ul><ul><ul><li>Google’s new browser – how will it change the game? </li></ul></ul><ul><li>‘ Google Suggest’ becomes mainstream </li></ul><ul><ul><li>How will it change searcher behaviour? </li></ul></ul><ul><ul><li>Fills in the blanks based on </li></ul></ul><ul><ul><ul><li>Previous search history and most searched for popular phrases (so gravitates against ‘long tail’) </li></ul></ul></ul><ul><li>Google putting more emphasis on content rich sites and sites with interactivity </li></ul><ul><ul><li>Video is good (sitemaps for video and image content) </li></ul></ul><ul><ul><li>User generated content – eg from Blogs – is important </li></ul></ul><ul><ul><li>Social networking – people’s opinions </li></ul></ul>
    23. 24. <ul><li>1. Auditing your current performance </li></ul><ul><li>2. Strategic selection of keyphrases </li></ul><ul><li>3. Build Content around keyphrases on webpages </li></ul><ul><ul><li>Utilise correct ‘keyword density’ </li></ul></ul><ul><ul><li>Check/correct internal linking </li></ul></ul><ul><li>4.Optimise metadata for the keyphrases </li></ul><ul><li>5. Implementing the changes </li></ul><ul><ul><li>Phase the approach to new pages </li></ul></ul><ul><li>6.Build Backlinks to your site </li></ul><ul><li>7. Monitor, Measure and Modify </li></ul>Strategy and Process
    24. 25. The Spidering Process
    25. 26. Are you in the Google index? Site:www.yourdomain.com <ul><li>Use the ‘Site’ command with your domain name at the Google search box </li></ul><ul><li>For Example: </li></ul><ul><li>Site:www.businesslinkkent.com </li></ul><ul><li>497 web pages in the index </li></ul>
    26. 27. Check your spiderability – can the search engines spider your whole site? <ul><li>http://tools.seobook.com/general/spider-test/index.php </li></ul><ul><li>http://www.se-spider.com / </li></ul>
    27. 28. http://www.se-spider.com /
    28. 30. <ul><li>Use a sitemap </li></ul><ul><li>Use html navigation </li></ul><ul><li>Add html links to all other important pages </li></ul><ul><li>Use a google sitemap </li></ul><ul><ul><li>www. xml - sitemaps .com </li></ul></ul><ul><li>Check your spiderability at </li></ul><ul><ul><li>http://www.ranks.nl/cgi-bin/ranksnl/tools/checklink.pl </li></ul></ul>MAKE YOUR SITE “ SPIDERABLE ”
    29. 31. HTML Sitemap
    30. 32. Register with Google Webmaster Central (GWC)
    31. 33. Getting the right domain and hosting <ul><li>UK company </li></ul><ul><li>Targeting the UK </li></ul><ul><li>In UK English </li></ul><ul><li>Weak on inbound links </li></ul><ul><li>.com domain </li></ul><ul><li>But - Google thinks it’s NORWEGIAN </li></ul><ul><ul><li>Because that’s where it’s hosted……. </li></ul></ul>
    32. 34. International traffic Issues <ul><li>Search engines will use the top level domain (TLD) to assess where you want traffic from (eg - .co.uk, .de, .it etc) </li></ul><ul><li>If you have a .com (or .net, .info etc) they will use your hosting location to determine this </li></ul><ul><li>Use Google Webmaster central to override this and tell Google where you want traffic from </li></ul>
    33. 35. Multi language/ Multi site issues <ul><li>Option 1: Have different translated versions of the same website under different TLD’s (eg – www.heskins.it; www.heskins.fr ) </li></ul><ul><li>Option 2: Have a .com domain with separate country specific folders with translated pages AND use GWC to instruct Google that different parts of the site are relevant to different countries (see www.pneumat-europe.com ) </li></ul><ul><ul><li>Another option here is to use subdomains rather than folders (eg www.deutch.yoursite.com ) </li></ul></ul>
    34. 36. Check where you are now www.marketleap.com <ul><li>Your links </li></ul><ul><li>Your keyword performance </li></ul><ul><li>Your search engine saturation </li></ul><ul><ul><li>Do you need to submit? </li></ul></ul><ul><ul><li>Eg www.google.com/addurl </li></ul></ul>
    35. 37. www.marketleap.com – search engine saturation
    36. 38. Generating ranking reports -IBP from www.axandra.com
    37. 39. <ul><li>1. Auditing your current performance </li></ul><ul><li>2. Strategic selection of keyphrases </li></ul><ul><li>3. Build Content around keyphrases on webpages </li></ul><ul><ul><li>Utilise correct ‘keyword density’ </li></ul></ul><ul><ul><li>Check/correct internal linking </li></ul></ul><ul><li>4.Optimise metadata for the keyphrases </li></ul><ul><li>5. Implementing the changes </li></ul><ul><ul><li>Phase the approach to new pages </li></ul></ul><ul><li>6.Build Backlinks to your site </li></ul><ul><li>7. Monitor, Measure and Modify </li></ul>Strategy and Process
    38. 40. Strategy and Process <ul><li>The right keywords or keyphrases are the starting point for our strategy </li></ul><ul><li>Traffic from a variety of uncommon phrases? </li></ul><ul><ul><li>Eg ‘marketing training courses Manchester’ </li></ul></ul><ul><li>One big win on a major phrase? </li></ul><ul><ul><li>Eg ‘Training courses’ </li></ul></ul><ul><ul><li>‘ personal loans’ </li></ul></ul>
    39. 41. SEARCHER BEHAVIOUR Source: Internal Yahoo! Data for UK, France, Spain, Germany, Italy <ul><li>Search activity is growing </li></ul><ul><li>25.9M unique searchers in Europe </li></ul><ul><li>304M searches per month </li></ul><ul><li>453M page views </li></ul>Searches are becoming more sophisticated and specific: 2000 = 1.2 words ; 2005 = 2.5 words ; 2008 = 3.3 words 57% of search queries involve 3+ words 2005 Search Queries by Number of Words
    40. 42. Keyphrase Selection <ul><li>It’s a two stage process… </li></ul><ul><li>1. Developing the Initial List </li></ul><ul><li>2. Refining and shortlisting your choices </li></ul><ul><li>See http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html </li></ul>
    41. 43. Developing the Initial List <ul><li>- Brainstorm with your self and others you work with - Look at what competitors use (‘view’; ‘source’ then see the meta data and visible text) - Any brand names or generic product types which are relevant </li></ul><ul><li>- Study your web stats for keyphrases which have driven people to your site </li></ul><ul><li>- Take you mates down the pub and ask them what they would type in to find you </li></ul><ul><li>- Use web based tools eg Google Suggest:- </li></ul><ul><li>- http:// www.google.com/webhp?complete =1&hl=en </li></ul><ul><li>- Others – see later slides </li></ul><ul><li>- You could even ask your customers and suppliers </li></ul>
    42. 44. Some web based tools to help <ul><li>Yahoo Search Marketing - Keyword Assistant </li></ul><ul><ul><li>http://searchmarketing.yahoo.co.uk/en_GB/ </li></ul></ul><ul><li>Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>Wordtracker </li></ul><ul><ul><li>www.wordtracker.com </li></ul></ul><ul><li>Keyword Discovery </li></ul><ul><ul><li>Tracks seasonality </li></ul></ul><ul><li>Digitalpoint </li></ul><ul><ul><li>www.digitalpoint.com </li></ul></ul>
    43. 45. https:// adwords.google.co.uk/select/KeywordToolExternal
    44. 46. www.digitalpoint.com
    45. 47. Use Online Tools to help Generate Effective Keyphrases eg www.wordtracker.com - Also for foreign language terms
    46. 48. KEIs and Wordtracker
    47. 49. Keyphrase Analysis <ul><li>Or…run a pay per click campaign! </li></ul><ul><ul><li>3 months </li></ul></ul><ul><li>This way you’ll find out what really works </li></ul><ul><ul><li>What converts to sales or enquiries </li></ul></ul>
    48. 50. What do you do if there’s no direct translation? <ul><li>“ City breaks” has no direct equivalent in: </li></ul><ul><ul><li>French </li></ul></ul><ul><ul><li>German </li></ul></ul><ul><ul><li>Dutch </li></ul></ul><ul><ul><li>Spanish </li></ul></ul><ul><ul><li>Italian </li></ul></ul>
    49. 51. End Point – A Prioritised Spreadsheet of your Keyphrases
    50. 52. EndPoint – A prioritised list of your keyphrases
    51. 55. Sometimes it’s a problem…
    52. 56. <ul><li>1. Auditing your current performance </li></ul><ul><li>2. Strategic selection of keyphrases </li></ul><ul><li>3. Build Content around keyphrases on webpages </li></ul><ul><ul><li>Utilise correct ‘keyword density’ </li></ul></ul><ul><ul><li>Check/correct internal linking </li></ul></ul><ul><li>4.Optimise metadata for the keyphrases </li></ul><ul><li>5. Implementing the changes </li></ul><ul><ul><li>Phase the approach to new pages </li></ul></ul><ul><li>6.Build Backlinks to your site </li></ul><ul><li>7. Monitor, Measure and Modify </li></ul>Strategy and Process
    53. 57. Major Ranking Factors <ul><li>On Page Factors (‘Entry Ticket’) </li></ul><ul><ul><li>Metadata – title, keyword, description, H1 </li></ul></ul><ul><ul><li>Visible (readable) html content </li></ul></ul><ul><ul><li>Internal links </li></ul></ul><ul><li>Off Page Factors (‘Competitive Differentiators’) </li></ul><ul><ul><li>Inbound link infrastructure </li></ul></ul><ul><ul><li>Directories, blogs, pr sites, etc, etc.. </li></ul></ul><ul><ul><li>Domain trust – age, age of links </li></ul></ul><ul><li>Behavioural (less important generally , BUT will become more important) </li></ul><ul><ul><li>Number of visits, length of stay </li></ul></ul>
    54. 58. Content is King <ul><li>There is no substitute for good ‘keyword rich’ content </li></ul><ul><ul><li>At least 200-250 words </li></ul></ul><ul><ul><li>Content semantically related to keywords (LSI) </li></ul></ul><ul><ul><ul><li>Eg, valentine, love, hearts, romance </li></ul></ul></ul><ul><ul><ul><li>Focus on natural writing of copy </li></ul></ul></ul><ul><li>Add new relevant content as often as you can </li></ul><ul><ul><li>Use pdf’s, word documents </li></ul></ul><ul><ul><li>New pages with related content – eg history, background, instructions </li></ul></ul>
    55. 59. The Keyword Density Issue for Visible Text <ul><li>What do you think of this bit of copywriting! </li></ul><ul><li>Our Yellow widgets are the best in the UK and if you buy our yellow widgets you will be sure you have bought the best yellow widgets you can buy and absolutely envied by the rest of the yellow widget buying community both here in the UK and the rest of the yellow widget buying community throughout the world. Yes, you really need to buy our award winning yellow widgets. Click here to buy yellow widgets </li></ul><ul><li>3% is ideal (keep below 10%) </li></ul><ul><li>Check you density with: </li></ul><ul><ul><li>www.ranks.nl/tools/spider.html </li></ul></ul>
    56. 60. www.asgservices.co.uk
    57. 61. Capturing content below the scroll
    58. 62. www.aadrvarksafaris.com
    59. 65. Even Busy Ecommerce sites!
    60. 66. In summary <ul><li>Write text as naturally as possible </li></ul><ul><li>Check afterwards that the target phrase(s) is included the right number of times </li></ul><ul><ul><li>3 repetitions per 100 words is generally enough. </li></ul></ul><ul><ul><li>Punctuation not important </li></ul></ul><ul><li>The phrases can be included in:- </li></ul><ul><ul><li>The main text </li></ul></ul><ul><ul><li>Header tags (h1, h2 etc) </li></ul></ul><ul><ul><li>In in-text links </li></ul></ul><ul><ul><li>In navigation links </li></ul></ul><ul><ul><li>In footnotes </li></ul></ul><ul><ul><li>In ‘alt’ tags </li></ul></ul>
    61. 67. <ul><li>1. Auditing your current performance </li></ul><ul><li>2. Strategic selection of keyphrases </li></ul><ul><li>3. Build Content around keyphrases on webpages </li></ul><ul><li>4.Optimise metadata for the keyphrases </li></ul><ul><ul><ul><li>Title tag, description tag, keyword tag, </li></ul></ul></ul><ul><ul><ul><li>H1 Tag (see lloyd and Asg) </li></ul></ul></ul><ul><li>5. Implementing the changes </li></ul><ul><ul><li>Phase the approach to new pages </li></ul></ul><ul><li>6.Build Backlinks to your site </li></ul><ul><li>7. Monitor, Measure and Modify </li></ul>Strategy and Process
    62. 68. Meta Tags – The Title tag
    63. 69. Meta Tags – The Title tag
    64. 70. Different Pages Optimised for Different Keyphrases
    65. 71. Eye Tracking Study <ul><li>2/3 of the time users initially looked at a listing for 7/100 of a second </li></ul><ul><li>Predominately looked at titles </li></ul><ul><li>Across all Yahoo! searches, participants focused on the titles first and foremost, with fewer reading the fine print of the listing </li></ul>IMPORTANCE OF TITLES Source: Marketing Sherpa Study, August 2005
    66. 72. Meta Tags Keyword and Description tags
    67. 73. Optimising your Metadata- Important that the tags show a theme between each other and the visible content <ul><li>Title tag </li></ul><ul><ul><li>No more than 10 words, no &s </li></ul></ul><ul><ul><li>Main keyphrase at the beginning of the tag </li></ul></ul><ul><li>Keyword tag </li></ul><ul><ul><li>No more than 4 words </li></ul></ul><ul><ul><li>All lower case </li></ul></ul><ul><ul><li>Separated by a comma then a space </li></ul></ul><ul><ul><ul><li>Eg web marketing, ecommerce training, internet consultancy…… </li></ul></ul></ul><ul><ul><ul><li>Only include phrases WHICH ARE ON THE PAGE! </li></ul></ul></ul><ul><li>Description tag </li></ul><ul><ul><li>No more than 25 words </li></ul></ul><ul><ul><li>Should contain keywords – up to 3 repetitions </li></ul></ul><ul><ul><li>‘ salesy’ to encourage click throughs </li></ul></ul>
    68. 74. Major Ranking Factors <ul><li>On Page Factors (‘Entry Ticket’) </li></ul><ul><ul><li>Metadata – title, keyword, description, H1 </li></ul></ul><ul><ul><li>Visible (readable) html content </li></ul></ul><ul><ul><li>Internal links </li></ul></ul><ul><li>Off Page Factors (‘Competitive Differentiators’) </li></ul><ul><ul><li>Inbound link infrastructure </li></ul></ul><ul><ul><li>Directories, blogs, pr sites, etc, etc.. </li></ul></ul><ul><ul><li>Domain trust – age, age of links </li></ul></ul><ul><li>Behavioural (less important generally , BUT will become more important) </li></ul><ul><ul><li>Number of visits, length of stay </li></ul></ul>
    69. 75. <ul><li>1. Auditing your current performance </li></ul><ul><li>2. Strategic selection of keyphrases </li></ul><ul><li>3. Build Content around keyphrases on webpages </li></ul><ul><li>4.Optimise metadata for the keyphrases </li></ul><ul><ul><ul><li>Title tag, description tag, keyword tag, </li></ul></ul></ul><ul><ul><ul><li>H1 Tag (see lloyd and Asg) </li></ul></ul></ul><ul><li>5. Implementing the changes </li></ul><ul><ul><li>Phase the approach to new pages </li></ul></ul><ul><li>6.Build Backlinks to your site </li></ul><ul><li>7. Monitor, Measure and Modify </li></ul>Strategy and Process
    70. 76. Use www.linkpopularity.com to check your links Inbound Links
    71. 77. Where do links come from? <ul><li>Directories </li></ul><ul><ul><li>General </li></ul></ul><ul><ul><li>Industry specific </li></ul></ul><ul><ul><li>Some free some paid for </li></ul></ul><ul><li>Strategic Partnership links </li></ul><ul><li>Reciprocal links </li></ul><ul><li>In newsgroups and other forums </li></ul><ul><li>Portals </li></ul><ul><ul><li>Geographic </li></ul></ul><ul><ul><li>ecommerce </li></ul></ul><ul><li>In Blogs </li></ul><ul><li>Banners </li></ul><ul><li>Affiliates </li></ul><ul><li>500 directories from [email_address] </li></ul>
    72. 78. <ul><li>1. Auditing your current performance </li></ul><ul><li>2. Strategic selection of keyphrases </li></ul><ul><li>3. Build Content around keyphrases on webpages </li></ul><ul><li>4.Optimise metadata for the keyphrases </li></ul><ul><ul><ul><li>Title tag, description tag, keyword tag, </li></ul></ul></ul><ul><ul><ul><li>H1 Tag (see lloyd and Asg) </li></ul></ul></ul><ul><li>5. Implementing the changes </li></ul><ul><ul><li>Phase the approach to new pages </li></ul></ul><ul><li>6.Build Backlinks to your site </li></ul><ul><li>7. Monitor, Measure and Modify </li></ul>Strategy and Process
    73. 79. Google Analytics – free and comprehensive
    74. 80. Website Localisation and SEO
    75. 81. Websites and Localisation – Why bother with translation?
    76. 82. An example www.noisekiller.co.uk <ul><li>European focus with Italian distributor </li></ul><ul><li>Part of website translated into Italian </li></ul><ul><li>Used Italian web designer to produce Italian pages </li></ul>
    77. 83. Mistranslation Examples <ul><li>“ Please dial 7 to retrieve your auto from the garbage” </li></ul>Mistranslation: Hotel Rome
    78. 84. Mistranslation Examples <ul><li>“ Why go somewhere else to be cheated when you can come here” </li></ul>Mistranslation: Indian shop window
    79. 85. Mistranslation Examples <ul><li>“ Please hang yourself here” </li></ul>Mistranslation: Hotel cloakroom, Berlin
    80. 86. Mistranslation Examples <ul><li>“ Nothing sucks like an Electrolux” </li></ul>Mistranslation: Ad targeting the US
    81. 87. Mistranslation Examples <ul><li>“ You are welcome to visit the cemetery where famous Russian and Soviet composers, artists and writers are buried daily except Thursdays” </li></ul>Mistranslation: Moscow hotel lobby
    82. 88. Some Sources - http://www.cilt.org.uk
    83. 89. www.manacad.com – foreign language ‘landing pages’ add metatags
    84. 90. Different languages on the same domain www.pneumat-europe.com
    85. 92. Register with Google Webmaster Central (GWC)
    86. 93. Getting the right domain and hosting <ul><li>UK company </li></ul><ul><li>Targeting the UK </li></ul><ul><li>In UK English </li></ul><ul><li>Weak on inbound links </li></ul><ul><li>.com domain </li></ul><ul><li>But - Google thinks it’s NORWEGIAN </li></ul><ul><ul><li>Because that’s where it’s hosted……. </li></ul></ul>
    87. 94. International traffic Issues <ul><li>Search engines will use the top level domain (TLD) to assess where you want traffic from (eg - .co.uk, .de, .it etc) </li></ul><ul><li>If you have a .com (or .net, .info etc) they will use your hosting location to determine this </li></ul><ul><li>Use Google Webmaster central to override this and tell Google where you want traffic from </li></ul>
    88. 95. International Search Marketing <ul><li>If you want to target a specific country ideally you need to:- </li></ul><ul><li>Have your site developed in the relevant language </li></ul><ul><li>Optimise the site around foreign language keywords </li></ul><ul><li>Have a top level domain… </li></ul><ul><ul><li>.co.uk .com .fr .de .it .kr. jp .cn </li></ul></ul><ul><li>Have you site hosted in the target country on a subdomain </li></ul><ul><ul><li>Eg www.deutch.yoursite.com </li></ul></ul><ul><li>Its seldom necessary to go to these extremes for most small to medium businesses </li></ul><ul><li>Also – you can target specific countries through the pay per click services </li></ul>
    89. 96. How many use ‘pages from’? Approx 15% in the UK – dependent on sector
    90. 97. Search Engine Market Share-International www.searchenginewatch.com www.searchenginecolossus.com http://www.searchenginelinks.co.uk/link-48.html
    91. 98. Link Building Strategies <ul><li>Why is link building important? </li></ul><ul><li>1. Links from other sites to ours generate traffic for us </li></ul><ul><ul><li>Eg A reference from a directory such as Yell.com will lead people directly to us </li></ul></ul><ul><li>2. It is an important factor in our search engine rankings </li></ul><ul><ul><li>The more links the more important we are for search engines </li></ul></ul><ul><ul><li>CHECK YOUR LINKS AT www.linkpopularity.com </li></ul></ul>
    92. 99. Where do these links come from? <ul><li>Many places… but we need to develop them in a structured way </li></ul><ul><li>Directories </li></ul><ul><ul><li>General </li></ul></ul><ul><ul><li>Industry specific </li></ul></ul><ul><ul><li>Some free some paid for </li></ul></ul><ul><ul><li>International </li></ul></ul><ul><li>Strategic Partnership links </li></ul><ul><li>Reciprocal links </li></ul><ul><li>In newsgroups and other forums </li></ul><ul><li>Portals </li></ul><ul><ul><li>Geographic </li></ul></ul><ul><ul><li>ecommerce </li></ul></ul><ul><li>In Blogs </li></ul><ul><li>Banners </li></ul><ul><li>Affiliates </li></ul>
    93. 100. External links – anchor text
    94. 101. Europages – An Effective European Business Directory
    95. 102. Isedb.com
    96. 103. Use www.linkpopularity.com to check links
    97. 104. Yahoo Site Explorer
    98. 105. Page Rank Running the cursor over this area will indicate the Page Rank In this case - 9
    99. 106. www.cloggs.co.uk <ul><li>Always in the top 3 in google for top 20 keyphrases </li></ul><ul><li>Optimised metadata and visible data </li></ul><ul><li>Built backlinks </li></ul><ul><ul><li>Focused on the ‘structure’ of the link </li></ul></ul>
    100. 107. Anchor Text Example <ul><ul><li><a href=&quot;http://www.youreventsltd.com&quot;> Exclusive Wedding Planners </a> </li></ul></ul>
    101. 108. Where do these links come from? Blogs
    102. 109. Where do these links come from? PR (‘Public Relations ’) Sites <ul><li>PR Directories </li></ul><ul><li>Examples </li></ul><ul><ul><li>PRWeb </li></ul></ul><ul><ul><li>PR World </li></ul></ul><ul><ul><li>Google News </li></ul></ul>
    103. 110. Where do these links come from? Forums
    104. 111. Essentials for new sites…. <ul><li>Your Content management system (CMS) has to produce search engine compliant metadata – unique on every page </li></ul><ul><li>The CMS should generate SE friendly urls </li></ul><ul><ul><li>Eg www.yoursite.co.uk/blue_widgets </li></ul></ul><ul><ul><li>NOT - http://www.yoursite.com/bvsn/bvcom/ep/home.do?tabId=3&BV_SessionID=EngineID=cccd </li></ul></ul><ul><li>You need the functionality to override this metadata to streamline the SEO moving forwards </li></ul><ul><li>The architecture has to be search engine optimised – eg most important pages close to homepage </li></ul><ul><li>Use Google Webmaster Central (GWC) to set up site maps, analytics, geographic area , etc and monitor spidering </li></ul>
    105. 112. New site or not? <ul><li>New domains take a while to get ranked by Google (let’s say 6 months) </li></ul><ul><li>If possible add new pages to existing sites to get quicker rankings </li></ul><ul><li>If necessary use existing domain to capture phrases and redirect to new site </li></ul><ul><ul><li>Eg Heskins.com to Heskins.fr and Heskins.it </li></ul></ul><ul><ul><li>Use .com to capture italian and french searches and redirect to relevant site </li></ul></ul><ul><ul><li>Use GWC to tell Google that part of .com site dedicated to french and italian traffic </li></ul></ul>
    106. 113. Search traffic captured by mature .com site and redirected (302 redirect) to relevant international site
    107. 114. Search Engine Friendly Redirection – 302’s <ul><li>302 redirects tell google bot that one page should be temporarily redirected to another page AND the Page Rank equity is NOT transfered </li></ul><ul><li>Use to capture keyphrase searches on one site and redirect to another </li></ul><ul><ul><li>Eg use old site with equity to capture searches for new site (which wont have the ability to get ranked for a while) </li></ul></ul>
    108. 115. Redesigning an existing website - Preserving Page Rank <ul><li>The inner ‘Page Rank’ equity has to be preserved </li></ul><ul><li>5 th item down is www.bodycote.com/?OB=1 – 20 </li></ul><ul><ul><li>This page has a Page Rank value of 5 </li></ul></ul><ul><li>What will happen to this equity when a new page is set up? </li></ul><ul><li>Search Engine friendly redirection of each page is essential </li></ul>
    109. 116. Search Engine friendly Redirection -301’s <ul><li>301 redirects tell google bot that one page should be permanently redirected to another page AND transfer the Page Rank equity </li></ul><ul><li>Use to transfer page rank from old page to a new one </li></ul><ul><li>Jan’s blog – how to do 301’s </li></ul><ul><ul><li>http://janaklin.blogspot.com/2007/08/changing-your-website-and-search-engine.html </li></ul></ul>
    110. 117. <ul><ul><li>Pay per Click Advertising – PPC-DEC09-Intnl </li></ul></ul>
    111. 118. What is Web 2.0? <ul><li>The latest phase in how the web is being used </li></ul><ul><ul><li>the networking phase </li></ul></ul><ul><ul><li>Social interaction </li></ul></ul><ul><li>Main features </li></ul><ul><ul><li>‘ Openeness’ - Sharing of information </li></ul></ul><ul><ul><ul><li>Eg Blogs, Faceboog, Myspace, forums </li></ul></ul></ul><ul><ul><li>User generated content </li></ul></ul><ul><ul><ul><li>Eg Flickr, YouTube, wikipedia, Dadooda.com </li></ul></ul></ul><ul><ul><li>‘ Tagging’ and rating </li></ul></ul><ul><ul><li>Content ‘push’ rather than ‘pull’ </li></ul></ul><ul><ul><ul><li>Eg RSS feeds </li></ul></ul></ul>
    112. 119. Alexa.com – top sites worldwide
    113. 120. See the top visited sites around the world – 120 countries – top 100 sites
    114. 121. A typical web 2.0 scenario… <ul><li>We find a relevant blog (eg through aTechnorati.com search) </li></ul><ul><ul><li>Read a relevant article </li></ul></ul><ul><ul><li>Participate in feedback / discussion </li></ul></ul><ul><ul><li>Subscribe to RSS feeds </li></ul></ul><ul><ul><li>Use our favourite social bookmark tool </li></ul></ul>
    115. 122. A typical web 2.0 scenario… <ul><li>On Seth’s Blog www.adthis.com is used so people can use their favorite web-based reader </li></ul><ul><li>There are alternatives – note - springwidgets </li></ul>
    116. 123. <ul><li>On Seth’s Blog www.adthis.com is used so people can use their favorite social bookmarking tool </li></ul><ul><li>An alternative would be to present the major tools at the end of the article </li></ul>A typical web 2.0 scenario…
    117. 124. Use ‘AddThis’ to allow people to bookmark your pages
    118. 125. www.del.icio.us.com <ul><li>Use social bookmarking </li></ul><ul><li>With Del.icio.us you can bookmark, tag, share your favorite websites </li></ul><ul><li>See who has bookmarked your site </li></ul><ul><li>See other sites bookmarked by people who’ve bookmarked your site </li></ul>
    119. 126. www.digg.com <ul><li>‘ Digg an article </li></ul><ul><li>Record it, rate it, tag it, share it </li></ul><ul><li>See what other people have dugg </li></ul>
    120. 127. Using social bookmarking sites for traffic and ‘link juice’ <ul><li>20 million visitors per month visit the top 10 of these sites </li></ul><ul><li>Many – over half – will pass on Google ‘link juice’ </li></ul><ul><li>See Blogging, SEO, links and social bookmarking at Jan’s blog </li></ul><ul><ul><li>http://janaklin.blogspot.com/2008/08/blogging-seo-links-and-social.html </li></ul></ul>
    121. 128. Winetravelguides.com – website, blog, facebook, twitter…
    122. 129. www.winetravelguides.com <ul><li>Active on LinkedIn </li></ul><ul><li>Early adopter of Twitter </li></ul><ul><li>Blogs extensively </li></ul><ul><li>Facebook, Myspace exposure </li></ul>
    123. 130. Twitter Success <ul><li>Following Twitter for 6 months, active over past 3 months </li></ul><ul><li>Grown to be 2 nd best source of referrals (Google first) </li></ul><ul><li>One major win – large online travel site followed Wink then made contact, conference call later deal was done – (affiliate related business) </li></ul><ul><li>Demanding a large amount of man time (1 day per week) – to engage properly </li></ul>
    124. 131. Facebook Success <ul><li>Facebook page live for 2 months </li></ul><ul><li>100 ‘friends’ already acquired </li></ul><ul><li>Started advertising ($5 /day ) directly </li></ul><ul><li>Early days but several sales made already </li></ul><ul><li>25% of referrals from FaceBook and Twitter </li></ul>
    125. 132. Your Facebook entry in Search Results <ul><li>Dear friend, I am 100% serious about my business, but that is not to mean I am 100% serious about myself. That is why sometimes I wear my smoking jacket with the inside on the outside! It is also why I have put together comic tape of bloopers from my TV advertisements for your amusement. If you have a buddy who would like an amusement, why not send this on to them? To watch bloops, visit comparethemeerkat.com /my-movies To compare cheap car insurance visit comparethemarket.com Simples! All my best, Aleksandr P.S. I have over 300,000 friends on Facebook and over 9,000 followers on Twitter , who send me nice messages. If you are meerkat afficionado I would love hear from you. </li></ul>
    126. 133. Web 2.0 and Online Marketing <ul><li>Generally </li></ul><ul><ul><li>– participating in blogs (yours and others), RSS, social bookmarking leads to higher on line visibility </li></ul></ul><ul><li>Specifically for SEO </li></ul><ul><ul><li>greater automatic backlinking </li></ul></ul><ul><ul><li>In blogs, in RSS feeds, on social networks </li></ul></ul><ul><ul><li>SEO and blogging advantages </li></ul></ul>
    127. 134. Why is Web 2.0 important? <ul><li>On line Marketing – visibility, SEO </li></ul><ul><li>Fastest growing are of the web </li></ul><ul><ul><li>Eg 300,000 new members every day on MySpace </li></ul></ul><ul><ul><li>Over 300 social networking sites </li></ul></ul><ul><li>Reducing TV, newspaper consumption by younger people </li></ul><ul><ul><li>Don’t trust advertising, cynicism towards ‘brands’ </li></ul></ul><ul><ul><li>Opinions increasingly formed by what their peers say on social networks </li></ul></ul><ul><ul><li>In 5-10 years time these will be the consumers of our products </li></ul></ul>
    128. 135. For online success…. 4 Golden Rules… <ul><li>1. Use pay per click intelligently – for a reasonable return on investment (ROI) </li></ul><ul><li>2. Implement SEO ( and include Google base for ecommerce sites) for a quantum leap in ROI </li></ul>
    129. 136. <ul><li>Three times the clicks on left hand side compared </li></ul><ul><li>to right hand side </li></ul>
    130. 137. For online success…. 4 Golden Rules… <ul><li>1. Use pay per click intelligently – for a reasonable return on investment (ROI) </li></ul><ul><li>2. Implement SEO ( and include Google base for ecommerce sites) for a quantum leap in ROI </li></ul><ul><li>3. Ensure the ‘landing pages’ have effective ‘calls to action’ </li></ul>
    131. 138. Effective landing page
    132. 139. A sales focused website
    133. 140. For online success…. 4 Golden Rules… <ul><li>1. Use pay per click intelligently – for a reasonable return on investment (ROI) </li></ul><ul><li>2. Implement SEO ( and include Google base for ecommerce sites) for a quantum leap in ROI </li></ul><ul><li>3. Ensure the ‘landing pages’ have effective ‘calls to action’ </li></ul><ul><li>4. Use permissions based email – for another ROI jump </li></ul>
    134. 141. Building your Opt-in List <ul><li>Make sure the subscription process isn’t too long/complex – keep it simple </li></ul><ul><li>Spell out the features/benefits of opting in – eg newsletter, even better RSS! </li></ul><ul><li>Include registration around the site, not just on one page </li></ul><ul><li>Keep the contact regular so they remember you </li></ul><ul><li>Ensure that recipients can unsubscribe at any time </li></ul>
    135. 142. For online success…. 4 Golden Rules… <ul><li>1. Use pay per click intelligently – for a reasonable return on investment (ROI) </li></ul><ul><li>2. Implement SEO ( and include Google Base where relevant) for a quantum leap in ROI </li></ul><ul><li>3. Ensure the ‘landing pages’ have effective ‘calls to action’ </li></ul><ul><li>4.Use permissions based email – for another ROI jump </li></ul>
    136. 143. For a copy of the slides…. <ul><li>Just email – [email_address] </li></ul><ul><li>01928 788100 </li></ul><ul><li>07946 513521 </li></ul>
    137. 144. Free ‘Webinar’ <ul><li>A full SEO course plus powerpoint slide presentation and access to SEO blog </li></ul><ul><li>£50 yahoo offer </li></ul><ul><li>Just email – jan@janklin.com </li></ul>
    138. 145. Jan’s ‘Webinar’
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