Ukti doncaster-nov2012
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  • POR FAVOR ESTA PROPUESTA DE NEGOCIO, ESCRIBA EN MI ESPALDA ID si está interesado.
    ------------------------------------

    Feliz mes nuevo abundante de noviembre,

    Hola.

    ¿Cómo estás hoy?
    Espero que estés bien y que todo está bien con usted? gracias God.My nombre es jenifer PETERSON. (estoy buscando una buena relación y además que tenga propuesta de negocios con usted) si lo desea. por favor, escríbeme mensaje a mi buzón de correo electrónico
    Thanks,>

    jeniferpeterson1 en / yh / dt / cum
    ---------------------

    PLEASE THIS BUSINESS PROPOSAL, WRITE ON MY ID BACK IF INTERESTED.
    ------------------------------------

    Happy abundant new month of November,

    Hello.

    how are you today?
    I hope you are fine and all is well with you ? thank God.My name is JENIFER PETERSON .(i am looking for a good relationship and also to have business proposal with you )if you want. please write me message to my email box
    THANKS,>

    jeniferpeterson1 at / yh / dt / cum
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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
  • 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)
  • A good example of a directory for European Businesses – 500,000 businesses in 27 languages.
  • 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)

Transcript

  • 1. Your Export Strategy and the InternetJan Klinjan@janklin.com01928 78810007946 513521www.janklin.com (c) Jan Klin & Associates 2012
  • 2. (c) Jan Klin & Associates 2012
  • 3. (c) Jan Klin & Associates 2012
  • 4. SEO -Still the main method.. (c) Jan Klin & Associates 2012
  • 5. (c) Jan Klin & Associates 2012
  • 6. www.mantracourt.co.uk  Supplier of advanced instrumentation – Strain gauges, wireless telemetry, signal converters – For marine, automotive, engineering sectors  Main Objective – Increase the volume of worldwide enquiries – in English and foreign languages (c) Jan Klin & Associates 2012
  • 7. The solution..  .co.uk site offers limited worldwide visibility – Local has high relevance to search engines  Transfer site to .com  Set geotargeting to worldwide  Produce foreign language web pages (c) Jan Klin & Associates 2012
  • 8. Different languages on the same domainwww.pneumat-europe.com (c) Jan Klin & Associates 2012
  • 9. (c) Jan Klin & Associates 2012
  • 10. Register withGoogle Webmaster Central (GWC) (c) Jan Klin & Associates 2012
  • 11. Geo-targeting from Google (c) Jan Klin & Associates 2012
  • 12. Webmaster Tools for Geo-targeting  Set up xml sitemaps for each country version of your site… – Eg (c) Jan Klin & Associates 2012
  • 13. Webmaster Tools for Geo-targeting  See example at Google Webmaster Tools…  http://support.google.com/ webmasters/bin/answer.py? hl=en&answer=2620865 (c) Jan Klin & Associates 2012
  • 14. International domain names Even if you don’t intent to use them it may make sense to get them for brand protection reasons – www.yourdomain.fr; www.yourdomain.de Get them from….. – Use www.123-reg.co.uk or www.101domain.com If you do park them and redirect them – Use 301 redirect; don’t replicate content (‘duplicate content’ issue) (c) Jan Klin & Associates 2012
  • 15. www.manacad.com – foreign language‘landing pages’ add metatags (c) Jan Klin & Associates 2012
  • 16. Country specific top level domains (c) Jan Klin & Associates 2012
  • 17. What do we need to do? Decide on approach – landing pages, separate sites, one domain, a mixture? Translate pages and website changes – Which languages? – 6 for Mantracourt – How many pages? – 1 page per language – Include metadata – Navigation – flags, maps – Keyword research – ask customers, keyword tool Search engine necessities – Submissions – eg Yandex, Baidu – Settings – geotargeting – Coding issues – hreflang – Site mapping (c) Jan Klin & Associates 2012
  • 18. Redesigning an existing website -Preserving Page Rank  The inner ‘Page Rank’ equity has to be preserved  5th item down is www.bodycote.com/?OB=1 – 20 – This page has a Page Rank value of 5  What will happen to this equity when a new page is set up?  Search Engine friendly redirection of each page is essential (c) Jan Klin & Associates 2012
  • 19. Search Engine friendlyRedirection -301’s  301 redirects tell google bot that one page should be permanently redirected to another page AND transfer the Page Rank equity  Use to transfer page rank from old page to a new one  Jan’s blog – how to do 301’s – http://janaklin.blogspot.com/2007/08/changing-your- website-and-search-engine.html (c) Jan Klin & Associates 2012
  • 20. Navigation by atlas or flags forinternational visitors? (c) Jan Klin & Associates 2012
  • 21. World languages by size (c) Jan Klin & Associates 2012
  • 22. Website translation  Use professional agencies for translation – ITA’s can help – www.iti.org.uk  When translating ensure:- – Metadata is translated also – Urls are translated – Breadcrumbs translated  Consider selective use of auto-translation tools? – Eg www.mantracourt.co.uk (c) Jan Klin & Associates 2012
  • 23. Mistranslation Examples  “Why go somewhere else to be cheated when you can come here” Mistranslation: Indian shop window (c) Jan Klin & Associates 2012
  • 24. Mistranslation Examples  “Nothing sucks like an Electrolux” Mistranslation: Ad targeting the US (c) Jan Klin & Associates 2012
  • 25. Mistranslation Examples  “You are welcome to visit the cemetery where famous Russian and Soviet composers, artists and writers are buried daily except Thursdays” Mistranslation: Moscow hotel lobby (c) Jan Klin & Associates 2012
  • 26. Mantracourt solution  Professionally produced main language pages for each country  Auto translate on other pages (c) Jan Klin & Associates 2012
  • 27. Auto translation is not perfect! (c) Jan Klin & Associates 2012
  • 28. Search Engine Market Share-Internationalwww.searchenginewatch.comwww.searchenginecolossus.comhttp://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 (c) Jan Klin & Associates 2012
  • 29. Use www.searchenginecolossus.comto submit to country specific search engines (c) Jan Klin & Associates 2012
  • 30. http://gs.statcounter.com (c) Jan Klin & Associates 2012
  • 31. Submitting to Yandex  http://webmaster.yandex.ru/addurl.xml (c) Jan Klin & Associates 2012
  • 32.  SEO– Maximising your position in the hitlist Click throughs dissipate as we move down the list 36% of internet users perceive a company in the top search engine rankings to be a major brand Source: iProspect search engine branding survey (c) Jan Klin & Associates 2012
  • 33. Strategy and Process1. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages – Utilise correct ‘keyword density’ – Check/correct internal linking4.Optimise metadata for the keyphrases5. Implementing the changes – Phase the approach to new pages6.Build Backlinks to your site7. Monitor, Measure and Modify (c) Jan Klin & Associates 2012
  • 34. Register withGoogle Webmaster Central (GWC) (c) Jan Klin & Associates 2012
  • 35. Strategy and Process1. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages – Utilise correct ‘keyword density’ – Check/correct internal linking4.Optimise metadata for the keyphrases5. Implementing the changes – Phase the approach to new pages6.Build Backlinks to your site7. Monitor, Measure and Modify (c) Jan Klin & Associates 2012
  • 36. https://adwords.google.co.uk/select/KeywordToolExternal (c) Jan Klin & Associates 2012
  • 37. www.digitalpoint.com (c) Jan Klin & Associates 2012
  • 38. What do you do if there’s no directtranslation?  “City breaks” has no direct equivalent in: – French – German – Dutch – Spanish – Italian (c) Jan Klin & Associates 2012
  • 39. (c) Jan Klin & Associates 2012
  • 40. Strategy and Process1. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages – Utilise correct ‘keyword density’ – Check/correct internal linking4.Optimise metadata for the keyphrases5. Implementing the changes – Phase the approach to new pages6.Build Backlinks to your site7. Monitor, Measure and Modify (c) Jan Klin & Associates 2012
  • 41. Textual content is King There is no substitute for good ‘keyword rich’ content – At least 200-250 words – Content semantically related to keywords (LSI)  Eg, valentine, love, hearts, romance  Focus on natural writing of copy Add new relevant content as often as you can – Use pdf’s, word documents – New pages with related content – eg history, background, instructions (c) Jan Klin & Associates 2012
  • 42. www.aardvarksafaris.com (c) Jan Klin & Associates 2012
  • 43. (c) Jan Klin & Associates 2012
  • 44. (c) Jan Klin & Associates 2012
  • 45. Strategy and Process1. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages4.Optimise metadata for the keyphrases  Title tag, description tag, keyword tag,  H1 Tag (see lloyd and Asg)5. Implementing the changes – Phase the approach to new pages6.Build Backlinks to your site7. Monitor, Measure and Modify (c) Jan Klin & Associates 2012
  • 46. Meta Tags – The Title tag (c) Jan Klin & Associates 2012
  • 47. Meta Tags – The Title tag (c) Jan Klin & Associates 2012
  • 48. Different Pages Optimised for DifferentKeyphrases (c) Jan Klin & Associates 2012
  • 49. Meta TagsKeyword and Description tags (c) Jan Klin & Associates 2012
  • 50. Strategy and Process1. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages4.Optimise metadata for the keyphrases  Title tag, description tag, keyword tag,  H1 Tag (see lloyd and Asg)5. Implementing the changes – Phase the approach to new pages6.Build Backlinks to your site7. Monitor, Measure and Modify (c) Jan Klin & Associates 2012
  • 51. Where do links come from? Directories – General – Industry specific – Some free some paid for Strategic Partnership links Reciprocal links In newsgroups and other forums Portals – Geographic – ecommerce In Blogs Banners Affiliates Social Media sites (c) Jan Klin & Associates 2012
  • 52. Strategy and Process1. Auditing your current performance2. Strategic selection of keyphrases3. Build Content around keyphrases on webpages4.Optimise metadata for the keyphrases  Title tag, description tag, keyword tag,  H1 Tag (see lloyd and Asg)5. Implementing the changes – Phase the approach to new pages6.Build Backlinks to your site7. Monitor, Measure and Modify (c) Jan Klin & Associates 2012
  • 53. Google Analytics – free andcomprehensive (c) Jan Klin & Associates 2012
  • 54. Language and country traffic (c) Jan Klin & Associates 2012
  • 55. Link Building Strategies orContent Marketing?  Why is link building important? 1. Links from other sites to ours generate traffic for us – Eg A reference from a directory such as Yell.com will lead people directly to us – Other ‘content marketing’ will generate links 2. It is an important factor in our search engine rankings – The more links the more important we are for search engines – CHECK YOUR LINKS AT www.linkpopularity.com (c) Jan Klin & Associates 2012
  • 56. Natural links are a by-product ofgood content marketing…  Attracting links via your blog  Distributing press releases  Article distribution  News stories  Social media bookmarking sites  Etc, etc (c) Jan Klin & Associates 2012
  • 57. Consistent link building over 2 yrs quadruplestraffic (c) Jan Klin & Associates 2012
  • 58. Europages – An Effective EuropeanBusiness Directory (c) Jan Klin & Associates 2012
  • 59. www.alibaba.com – worlds largestB2B Directory (c) Jan Klin & Associates 2012
  • 60. Where do these links come from?PR (‘Public Relations’) Sites  PR Directories  Examples – PRWeb – PR World – Marketwire – Business Wire – PR Newswire (c) Jan Klin & Associates 2012
  • 61. Ensure Press Releases get Anchor text basedlinks back to website (c) Jan Klin & Associates 2012
  • 62. www.dgcos.org.uk  Using Logos/accreditations to get backlinks  Logo gets sent to accredited members to afix to their website  Code is included within the logo with ‘anchor text’ based link back to website (c) Jan Klin & Associates 2012
  • 63. www.janklin.com – free lessons http://www.janklin.com/blog/l esson-7-link-building-1 http://www.janklin.com/blog/l esson-10-link-building-2 (c) Jan Klin & Associates 2012
  • 64. Social Media Marketing (c) Jan Klin & Associates 2012
  • 65. Social Media and InternationalMarketing  Important in its own right – Facebook, Twitter, Youtube, Google Plus, etc  Has an increasing impact on Search engine rankings and search engine listings  Using Social media for English language engagement – for overseas markets  Issues in using social media for foreign language engagement – language, culture (c) Jan Klin & Associates 2012
  • 66. Is Social Media relevant to yourinternational marketing? Specially relevant to ‘BRIC’ countries …see…. http://searchenginewatch.com/article/2064597/International- Social-Media-Marketing-Addressing-Cultural-Quirks (c) Jan Klin & Associates 2012
  • 67. Weibo.com  China’s Facebook and Twitter hybrid (c) Jan Klin & Associates 2012
  • 68. Confused? Social Media Marketing (c) Jan Klin & Associates 2012
  • 69. What can we use Social Media for?  Brand awareness  Brand advocacy  Generating traffic and sales  Customer service and information  Customer support  Typically not at the ‘selling’ end of the funnel (c) Jan Klin & Associates 2012
  • 70. Sales Funnel andInbound Marketing  Accepts that we want to communicate with people at each stage of the process No interest  Accepts that people respond to different media at different stages  Accepts that ‘the more we give the more we get’  Content Marketing – Blogging, S Media, whitepapers, ebooks, email newsletters… (c) Jan Klin & Associates 2012
  • 71. Blogging – the ‘glue’ bindingInbound Marketing (c) Jan Klin & Associates 2012
  • 72. A passion for Dinosaurs…http://blog.everythingdinosaur.co.uk/  Blogs every day  Auto linked with Social media – FB, YouTube etc  Posts also distributed to article sites and other relevant sites (1700+)  Over 50% of web traffic attributable to blog  Keyphrase list for main phrases and ‘longtail’ used (c) Jan Klin & Associates 2012
  • 73. www.everythingdinosaur.com (c) Jan Klin & Associates 2012
  • 74. Benefits of a Good Blog  Good way to keep in touch with your audience – Rss, email, bookmarking  Integrated Blog (eg Wordpress) helps with SEO – Long tail, links  Search engine compliant – Metatagging automatic – Textual content – Adds authority  Your bridge to Social Media Marketing (c) Jan Klin & Associates 2012
  • 75. Linking yourdigital assets (c) Jan Klin & Associates 2012
  • 76. Social Networking sites Submit to (eg Facebook) article sites Syndicate content to other blogs PR sites (eg PRweb.com) Your Blog -articles -Press releases -Lessons RSS to others -reviewsMicroblogging sites -guides(eg Twitter) …… Social Bookmarking sites (eg delicious.com ) Video sites Email to contact (eg YouTube) database (c) Jan Klin & Associates 2012
  • 77. The Cloggs French Site (c) Jan Klin & Associates 2012
  • 78. Cloggs ,Social Media and Brand Development Helps with search engines Started Sept 2009 3 in house members of marketing team – plus all staff encouraged to tweet Daily activity on Facebook and Twitter Encourage people to ‘share’ – ie post references on their walls Encourage people to retweet To date have around 21000 fans, and 9000 followers Do weekly blogging Traffic conversions from web visitors - slightly higher than search marketing (c) Jan Klin & Associates 2012
  • 79. Cloggs and Social Media Use quizzes and competitions to engage fans and fans fans – eg ‘Edgerank’ Encourage people to follow/like them in return for getting regular offers and promotions – and advance product information, discount codes etc Use social media to enagage and interact with their customers – offers, problems , etc Use social media also for email database sign-ups Only generates less than £15k per month Need to scale it to 100,000 plus followers fans for it to be major contributer – and they plan for this to happen (c) Jan Klin & Associates 2012
  • 80. What determines what I see in my‘top news’ feed? – Edgerank Algorithm - Recency - Edge Weight - Affinity (c) Jan Klin & Associates 2012
  • 81. My last visit to Facebook (c) Jan Klin & Associates 2012
  • 82. Facebook France (c) Jan Klin & Associates 2012
  • 83. Facebook Germany (c) Jan Klin & Associates 2012
  • 84. Twitter France (c) Jan Klin & Associates 2012
  • 85. Use Twitter to promote latestproducts and pricing (c) Jan Klin & Associates 2012
  • 86. Twitter for Business Leads  Searches for tweets relating to play equipment  Responds to situations requiring product supply to generate business opportunities (c) Jan Klin & Associates 2012
  • 87. LinkedIn  100 million on line, Business focussed  Set up a profile – And get found  Set up connections with other people  Advertise – on a PPC basis  Jobs – Search for jobs, advertise your cv, advertise your position via your network (c) Jan Klin & Associates 2012
  • 88. LinkedIn – participate in groups-or set up your own (c) Jan Klin & Associates 2012
  • 89. Set up a business page-Showcase your products-Company updates -announcements -new services -communicate directly with your followers (c) Jan Klin & Associates 2012
  • 90. Advertise – on a PPC basis  Target By: -  Job Title “Patent Attorney” or “Sr. Laboratory Technician” or "Registered Nurse“  Job Function “Sales” or “Engineering” or "Marketing"  Industry “Banking” or “Biotechology”  Geography “United States” or “Netherlands” or “Toronto”  Company Size "1-10" or “500- 1000" people  Company Name "GE" or or "FedEx“  Seniority – Age 35-55  Gender "Female" or "Male“  LinkedIn Group "Business Intelligence Group" or "Corporate Real Estate" (c) Jan Klin & Associates 2012
  • 91. YouTube and Video  Now the number 2 search engine  Promote your products via YouTube and other video upload sites  Include videos within your own website  Set up you own channel – you may get invited to become a partner (c) Jan Klin & Associates 2012
  • 92. (c) Jan Klin & Associates 2012
  • 93. www.Blacksheepwools.com Set up you own channel – you may get invited to become a partner Invite people to subscribe so they see your videos automatically as you upload them Substantial driver of traffic for Blacksheep – 13 videos to date – Over 100,000 views (c) Jan Klin & Associates 2012
  • 94. Set up your own channeland optimise your clips… (c) Jan Klin & Associates 2012
  • 95. Posted in other languages… (c) Jan Klin & Associates 2012
  • 96. Google Plus – Serious Facebookcompetition?  90 million users now signed up  Similar functionality to FBook  Google hangouts – video conference calls  ‘circles’ concept is a differentiator  Best of Facebook, Twitter and LinkedIn?  Intertwined with Google search (c) Jan Klin & Associates 2012
  • 97. (c) Jan Klin & Associates 2012
  • 98.  Student during exam – Sir, these are the same questions as last year Einstein’s response – Yes, but this time the answers are different (c) Jan Klin & Associates 2012
  • 99. (c) Jan Klin & Associates 2012
  • 100. For a copy of the slides…. Just email – jan@janklin.com 01928 788100 07946 513521 (c) Jan Klin & Associates 2012