0
(c) Jan Klin & Associates 2010
International On-Line Marketing for
Export Success
Jan Klin & Associates
01928 788100
jan@j...
(c) Jan Klin & Associates 2010
What we’ll cover…
 SEO – Search Engine Optimisation
– Local and international
 Pay per Cl...
(c) Jan Klin & Associates 2010
 SEO– Maximising your position in the hitlist
 Click throughs dissipate as we move down t...
(c) Jan Klin & Associates 2010
Search Engine Market Share-International
www.searchenginewatch.com
www.searchenginecolossus...
(c) Jan Klin & Associates 2010
SEO in Business to Business
(c) Jan Klin & Associates 2010
SEO in Business to Consumer
(c) Jan Klin & Associates 2010
The French Site
(c) Jan Klin & Associates 2010
SEO success in High Tech
Manufacturing
SEO in High Tech
(c) Jan Klin & Associates 2010
SEO success in High Tech
(c) Jan Klin & Associates 2010
Google – ‘Universal Search’ and DAO (Digital
Assets Optimisation)
Content retrieved from:
G...
(c) Jan Klin & Associates 2010
Google ‘Universal Search’
(c) Jan Klin & Associates 2010
Universal Search
(c) Jan Klin & Associates 2010
Universal Search
 Google maps, news,
images, You Tube,
Blogs, MySpace,etc….
 Certainly Go...
(c) Jan Klin & Associates 2010
Google Base – shopping results
Google Base – Shopping Results
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
Google Places
-Address details on optimised (home) page
- Geo info in ‘title’ tag
-Entry in...
(c) Jan Klin & Associates 2010
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content ...
(c) Jan Klin & Associates 2010
The Spidering Process
(c) Jan Klin & Associates 2010
Are you in the Google index?
Site:www.yourdomain.com
 Use the ‘Site’ command
with your dom...
(c) Jan Klin & Associates 2010
Check your spiderability – can the search
engines spider your whole site?
 http://tools.se...
(c) Jan Klin & Associates 2010
http://www.se-spider.com/
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
 Use a sitemap
 Use html navigation
 Add html links to all other
important pages
 Use a...
(c) Jan Klin & Associates 2010
HTML Sitemap
(c) Jan Klin & Associates 2010
Register with
Google Webmaster Central (GWC)
Don’t forget Bing Webmaster Tools!
(c) Jan Klin & Associates 2010
Getting the right domain
and hosting
 UK company
 Targeting the UK
 In UK English
 Weak...
(c) Jan Klin & Associates 2010
International traffic Issues
 Search engines will use the top level
domain (TLD) to assess...
(c) Jan Klin & Associates 2010
Multi language/ Multi site issues
 Option 1: Have different translated versions of the
sam...
(c) Jan Klin & Associates 2010
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content ...
(c) Jan Klin & Associates 2010
Strategy and Process
 The right keywords or keyphrases are the
starting point for our stra...
(c) Jan Klin & Associates 2010Source: Internal Yahoo! Data for UK, France, Spain, Germany, Italy
SEARCHER BEHAVIOUR
Search...
(c) Jan Klin & Associates 2010
Keyphrase Selection
It’s a two stage process…
 1. Developing the Initial List
 2. Refinin...
(c) Jan Klin & Associates 2010
Developing the Initial List
- Brainstorm with your self and others you work with
- Look at ...
(c) Jan Klin & Associates 2010
Some web based tools to help
 Yahoo Search Marketing - Keyword Assistant
– http://searchma...
(c) Jan Klin & Associates 2010
https://adwords.google.co.uk/select/KeywordToolExternal
(c) Jan Klin & Associates 2010
www.digitalpoint.com
(c) Jan Klin & Associates 2010
Keyphrase Analysis
 Or…run a pay per
click campaign!
– 3 months
 This way you’ll find
out...
(c) Jan Klin & Associates 2010
What are the main factors to consider when
selecting and prioritising keyphrases?
 Search ...
(c) Jan Klin & Associates 2010
What do you do if there’s no direct
translation?
 “City breaks” has no direct
equivalent i...
(c) Jan Klin & Associates 2010
EndPoint – A prioritised list of your
keyphrases
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
Sometimes it’s a problem…
(c) Jan Klin & Associates 2010
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content ...
(c) Jan Klin & Associates 2010
Major Ranking Factors
 On Page Factors (‘Entry Ticket’)
– Metadata – title, keyword, descr...
(c) Jan Klin & Associates 2010
Textual content is King
 There is no substitute for good
‘keyword rich’ content
– At least...
(c) Jan Klin & Associates 2010
The Keyword Density
Issue for Visible Text
 What do you think of this bit of
copywriting!
...
(c) Jan Klin & Associates 2010
www.asgservices.co.uk
(c) Jan Klin & Associates 2010
Capturing content below the scroll
(c) Jan Klin & Associates 2010
www.aadrvarksafaris.com
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
Even Busy Ecommerce sites!
(c) Jan Klin & Associates 2010
More copywriting examples….
 Iobuild
 Dean International
(c) Jan Klin & Associates 2010
In summary
 Write text as naturally as possible
 Check afterwards that the target phrase(...
(c) Jan Klin & Associates 2010
Internal Links
(c) Jan Klin & Associates 2010
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content ...
(c) Jan Klin & Associates 2010
Meta Tags – The Title tag
(c) Jan Klin & Associates 2010
Meta Tags – The Title tag
(c) Jan Klin & Associates 2010
Different Pages Optimised for Different
Keyphrases
(c) Jan Klin & Associates 2010
Eye Tracking Study
 2/3 of the time users initially
looked at a listing for 7/100 of a
sec...
(c) Jan Klin & Associates 2010
Meta Tags
Keyword and Description tags
(c) Jan Klin & Associates 2010
www.asgservices.co.uk – H1 tag
(c) Jan Klin & Associates 2010
Optimising your Metadata-
Important that the tags show a theme between
each other and the v...
(c) Jan Klin & Associates 2010
Major Ranking Factors
 On Page Factors (‘Entry Ticket’)
– Metadata – title, keyword, descr...
(c) Jan Klin & Associates 2010
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content ...
(c) Jan Klin & Associates 2010
Use www.linkpopularity.com to check your links
Inbound Links
(c) Jan Klin & Associates 2010
Where do links come from?
 Directories
– General
– Industry specific
– Some free some paid...
(c) Jan Klin & Associates 2010
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content ...
(c) Jan Klin & Associates 2010
Google Analytics – free and
comprehensive
(c) Jan Klin & Associates 2010
Website Localisation and SEO
(c) Jan Klin & Associates 2010
Websites and Localisation –
Why bother with translation? www.cilt.org.uk
(c) Jan Klin & Associates 2010
An example
www.noisekiller.co.uk
 European focus with
Italian distributor
 Part of websit...
(c) Jan Klin & Associates 2010
Mistranslation Examples
 “Please dial 7 to retrieve your auto
from the garbage”
Mistransla...
(c) Jan Klin & Associates 2010
Mistranslation Examples
 “Why go somewhere else to be cheated
when you can come here”
Mist...
(c) Jan Klin & Associates 2010
Mistranslation Examples
 “Please hang yourself here”
Mistranslation: Hotel cloakroom, Berl...
(c) Jan Klin & Associates 2010
Mistranslation Examples
 “Nothing sucks like an Electrolux”
Mistranslation: Ad targeting t...
(c) Jan Klin & Associates 2010
Mistranslation Examples
 “You are welcome to visit the cemetery where
famous Russian and S...
(c) Jan Klin & Associates 2010
www.manacad.com – foreign language
‘landing pages’ add metatags
(c) Jan Klin & Associates 2010
Country specific top level domains
(c) Jan Klin & Associates 2010
Different languages on the same domain
www.pneumat-europe.com
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
Register with
Google Webmaster Central (GWC)
(c) Jan Klin & Associates 2010
 Marketing Internationally and the
Web
Link Building Strategies and Social Media
Marketing
(c) Jan Klin & Associates 2010
Link Building Strategies
 Why is link building
important?
1. Links from other sites to our...
(c) Jan Klin & Associates 2010
Where do these links come from?
 Many places… but we need to develop them in a
structured ...
(c) Jan Klin & Associates 2010
External links – anchor text
(c) Jan Klin & Associates 2010
Europages – An Effective European
Business Directory
(c) Jan Klin & Associates 2010
Use www.linkpopularity.com to
check links
(c) Jan Klin & Associates 2010
Yahoo Site Explorer
(c) Jan Klin & Associates 2010
www.alibaba.com – worlds largest
B2B Directory
(c) Jan Klin & Associates 2010
Page Rank
Running the cursor
over this area will
indicate the Page
Rank
In this case - 9
(c) Jan Klin & Associates 2010
www.cloggs.co.uk
 Always in the
top 3 in google
for top 20
keyphrases
 Optimised
metadata...
(c) Jan Klin & Associates 2010
Anchor Text
Example
<a href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>
(c) Jan Klin & Associates 2010
Where do these links come from?
Blogs
(c) Jan Klin & Associates 2010
Where do these links come from?
PR (‘Public Relations’) Sites
 PR Directories
 Examples
–...
(c) Jan Klin & Associates 2010
Use ‘AddThis’ to allow people to bookmark
your pages
(c) Jan Klin & Associates 2010
www.janklin.com – free lessons
 http://www.janklin.com/blog/l
esson-7-link-building-1
 ht...
(c) Jan Klin & Associates 2010
New site or not?
 New domains take a while to get ranked by Google
(let’s say 6 months)
 ...
(c) Jan Klin & Associates 2010
Essentials for new sites….
 Your Content management system (CMS) has to produce search eng...
(c) Jan Klin & Associates 2010
Redesigning an existing website -
Preserving Page Rank
 The inner ‘Page Rank’
equity has t...
(c) Jan Klin & Associates 2010
Search Engine friendly
Redirection -301’s
 301 redirects tell google bot that one page sho...
(c) Jan Klin & Associates 2010
Marketing Internationally and
the Web
- Social Media Marketing
(c) Jan Klin & Associates 2010
Alexa.com – top sites worldwide
(c) Jan Klin & Associates 2010
See the top visited sites around
the world – 120 countries – top 100 sites
(c) Jan Klin & Associates 2010
Social Media Marketing
(c) Jan Klin & Associates 2010
Put your blog at the epicentre of your
social media and web marketing
A typical blog….
(c) Jan Klin & Associates 2010
Benefits of a Good Blog
 Good way to keep in touch with your audience
– Rss, email, bookma...
(c) Jan Klin & Associates 2010
Linking your
digital assets
(c) Jan Klin & Associates 2010
Your Blog
-articles
-Press releases
-Lessons
-reviews
-guides
……
PR sites
(eg PRweb.com)
So...
(c) Jan Klin & Associates 2010
Facebook and Marketing
 Over 500 million active
users
 Adding users at the rate of
250,00...
(c) Jan Klin & Associates 2010
Your Facebook entry in Search
Results
 Dear friend, I am 100% serious
about my business, b...
(c) Jan Klin & Associates 2010
What can I do on Facebook?
 Set up a business page
– Build a fan base, get found by search...
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
www.winetravelguides.com
(c) Jan Klin & Associates 2010
Develop your visibility
 Create an engaging page
– Events, videos, discussions, photos, bl...
(c) Jan Klin & Associates 2010
Advertise directly
(c) Jan Klin & Associates 2010
Advertise Directly
 Target by gender,age, location,
keywords, likes…(fastest growing segme...
(c) Jan Klin & Associates 2010
Set up a personal profile
(c) Jan Klin & Associates 2010
Find friends and associates
(c) Jan Klin & Associates 2010
Instant Success with Facebook
Ampfab has only been formed
for 4 months......
Not only did w...
(c) Jan Klin & Associates 2010
Increase your visibility
 Start your own
discussion
group or
community
 Participate in
ot...
(c) Jan Klin & Associates 2010
Winetravelguides.com – website, blog,
facebook, twitter…
(c) Jan Klin & Associates 2010
www.winetravelguides.com
 Active on LinkedIn
 Early adopter of
Twitter
 Blogs extensivel...
(c) Jan Klin & Associates 2010
Twitter - Microblogging
 Twitter and
promotion
 Twitter and real
time search
(c) Jan Klin & Associates 2010
Twitter and Promotion
 Promotion of your
products, websites,
events…..
 140 characters BU...
(c) Jan Klin & Associates 2010
What not to do….
(c) Jan Klin & Associates 2010
Twitter and realtime search
(c) Jan Klin & Associates 2010
Target something topical as a
search tactic
(c) Jan Klin & Associates 2010
Twitter for Business Leads
 Searches for tweets
relating to play
equipment
 Responds to
s...
(c) Jan Klin & Associates 2010
Twitter and Promoted Tweats – see the
140 second video-
http://help.twitter.com/entries/142...
(c) Jan Klin & Associates 2010
TweetDeck – integrate Twitter, FaceBook,
LinkedIn etc within one simple to use interface
(c) Jan Klin & Associates 2010
Twellow.com
 Twitter
 Directory
 See what
people are
tweeting
about in your
sector
(c) Jan Klin & Associates 2010
YouTube and Video
 Now the number
2 search engine
 Promote your
products via
YouTube and
...
(c) Jan Klin & Associates 2010
Top Video sites
You could use Tubemogul to submit to all major video hosting platforms
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
Optimise your clips…
(c) Jan Klin & Associates 2010
Video SEO guidelines
-Posted
 Ensure video is tagged with relevant keywords
 Ensure it is...
(c) Jan Klin & Associates 2010
Google Universal Search
(c) Jan Klin & Associates 2010
Digital Assets Optimisation (DAO)
 Optimise you website But also ensure all other
digital ...
(c) Jan Klin & Associates 2010
Instant Google – just add words
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
 Marketing Internationally and the
Web
– Pay per Click Advertising
(c) Jan Klin & Associates 2010
Search Marketing in Worldwide Shipping
 Use a combination of Pay per
Click and Search engi...
(c) Jan Klin & Associates 2010
– Search Marketing – Maximising your position in the hitlist
– Click throughs dissipate as ...
(c) Jan Klin & Associates 2010
Pay Per Click and the digital media mix
% share of revenues for 2008
16.4%
13.3%
5.9%
56.2%...
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
Ever seen this?
(c) Jan Klin & Associates 2010
Google Adwords
(c) Jan Klin & Associates 2010
Yahoo PPC
(c) Jan Klin & Associates 2010
Microsoft PPC
(c) Jan Klin & Associates 2010
What determines your ads position?
 Bid price
 Advert effectiveness
 Landing page quality
(c) Jan Klin & Associates 2010
WHY USE PAY PER CLICK?
 Capture many – 100’s, 1000’s of keyphrases
– No website changes li...
(c) Jan Klin & Associates 2010
Tap into overseas markets
(c) Jan Klin & Associates 2010
Capture The Long Tail
Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for...
(c) Jan Klin & Associates 2010
Segment and target
Best Practice: Match the Terms (and Pages) to Customers’ IntentsBest Pra...
(c) Jan Klin & Associates 2010
www.royaldubai.co.uk – PPC then SEO
(c) Jan Klin & Associates 2010
Measure your performance
(c) Jan Klin & Associates 2010
www.spyfu.com
(c) Jan Klin & Associates 2010
Search Term
Research &
Targeting
Drives
Quantities
of Leads
Title &
Description
Targeting
D...
(c) Jan Klin & Associates 2010
https://adwords.google.co.uk/select/KeywordToolExternal
(c) Jan Klin & Associates 2010
Content Match – branding
benefits
Content Match:
Sponsored search results appear according
...
(c) Jan Klin & Associates 2010
Using the Content Network
 Use Google content
network
 Focus on what you
can do at the ho...
(c) Jan Klin & Associates 2010
Keyword selection
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
progress through the buying proce...
(c) Jan Klin & Associates 2010
•Choose titles and
descriptions that are
relevant to the search
•Strong ‘call to action’
•R...
(c) Jan Klin & Associates 2010
•The ad links directly to the
relevant landing page
Do’s and Dont’s
(c) Jan Klin & Associates 2010
•The ad links directly to the
relevant landing page
•Choose titles and descriptions that ar...
(c) Jan Klin & Associates 2010
Best click-through rates for Figleaves
 Bidding on 250 search terms to start with, Figleav...
(c) Jan Klin & Associates 2010
For a copy of the slides….
 Just email – jan@janklin.com
 01928 788100
 07946 513521
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Uktin west online-marketing-nov2010

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International SEO and Social Media Mrketing

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  • Subject lines are the first part of the process. What they see in their inbox, needs to entice them to open the email and read on. It’s worth remembering that not everyone uses outlook, some people are on web mail, so the subject line may be the only thing they can see.
    RETURN Subject lines are crucial - make that first impression count
    Esp. with rented lists, as they won’t be expecting your email. But with any email, the subject line is your opening gambit. Make it work for you.
    The ultimate goal is, to make them open the email…
    Let’s talk about spam for a moment - Capital letters, over punctuation, lines that look like replies to messages you sent or personal queries all look like spam mail and should be avoided. Even the word ‘free’ can have spam connotations these days. So keep it simple and descriptive.
    Give a flavour of the contents of the email - be effective and to the point
    An effective subject line puts the necessary information into the subject so that your readers can tell on the spot what to expect when they open the email. And make them open it.
    RETURN And for owned lists, use your company name as a reminder that they opted in to receive it.
    RETURN - this example covers all bases - it describes the contents, gives a company name and has an additional incentive...
  • &amp;lt;number&amp;gt;
    Go to ‘resources’
    Then ‘DMA codes of practice’
    Download email guidelines
    Click on ‘best practice guidelines’
    Then ‘use of data in direct marketing’ download
    See code of practice at asa.org.uk
  • 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
  • &amp;lt;number&amp;gt;
    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.
  • The number of monthly searches is obviously an important factor – generally a phrase with high search volume is better to capture than one for which there are not many searches. This is not always the case though if there is high business relevance associated with a particular phrase we may still want to sue it
    Because we cant necessarily capture all the phrases we want (we may not have appropriate web pages in our site) some prioritisation is necessary. So, for example, it might be considered more important to give ‘ heat treatment services’ a higher priority than ‘carburising services’ when we do the optimisation. We could always come back to the secondary phrase later. More about this when we discuss implementation in the next module.
    Sometimes its difficult to understand a searchers intent when he types in a phrase. For example one word phrases - for example, ‘atmosphere’, ‘oxidising’ and so on – are typically not good phrases to include. This is not always the case as clearly words like ‘carburising’, ‘nitriding’ and so on do have relevance even though they are only single words.
    Sometimes phrases can have different or multiple meanings – for example if someone searches for ‘cold treatment’ is he searching for our services or a cure for his medical condition.?
    In these case we should rule out the phrase or think how we could make it more specific by changing it
    Competition is another factor which is sometimes considered
  • &amp;lt;number&amp;gt;
    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)
  • 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
  • This particular slide breaks down from the previous slide the exact constituent elements of online display and classified adverting.
  • Figleaves uses specific and general search terms to drive qualified and less qualified users to its web site. For example individuals typing in “Wonderbra”, and those with a more general enquiry such as “lingerie”. From initially using 250 search terms, Figleaves now uses 6,000 search terms to produce both types of response, and all types of buyer.
  • 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 "Uktin west online-marketing-nov2010"

    1. 1. (c) Jan Klin & Associates 2010 International On-Line Marketing for Export Success Jan Klin & Associates 01928 788100 jan@janklin.com
    2. 2. (c) Jan Klin & Associates 2010 What we’ll cover…  SEO – Search Engine Optimisation – Local and international  Pay per Click Advertising  Links, internationlisation and localisation  Social Media Marketing – Facebook, Twitter, Youtube, Blogging
    3. 3. (c) Jan Klin & Associates 2010  SEO– Maximising your position in the hitlist  Click throughs dissipate as we move down the list 36% of internet36% of internet users perceive ausers perceive a company in thecompany in the top searchtop search engine rankingsengine rankings to be a majorto be a major brandbrand Source: iProspectSource: iProspect search enginesearch engine branding surveybranding survey
    4. 4. (c) Jan Klin & Associates 2010 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 Don’t forget Bing!
    5. 5. (c) Jan Klin & Associates 2010 SEO in Business to Business
    6. 6. (c) Jan Klin & Associates 2010 SEO in Business to Consumer
    7. 7. (c) Jan Klin & Associates 2010 The French Site
    8. 8. (c) Jan Klin & Associates 2010 SEO success in High Tech Manufacturing SEO in High Tech
    9. 9. (c) Jan Klin & Associates 2010 SEO success in High Tech
    10. 10. (c) Jan Klin & Associates 2010 Google – ‘Universal Search’ and DAO (Digital Assets Optimisation) Content retrieved from: Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedIn MySpace, video ,etc
    11. 11. (c) Jan Klin & Associates 2010 Google ‘Universal Search’
    12. 12. (c) Jan Klin & Associates 2010 Universal Search
    13. 13. (c) Jan Klin & Associates 2010 Universal Search  Google maps, news, images, You Tube, Blogs, MySpace,etc….  Certainly Google Base if you have products to sell - http://base.google.com/
    14. 14. (c) Jan Klin & Associates 2010 Google Base – shopping results Google Base – Shopping Results
    15. 15. (c) Jan Klin & Associates 2010
    16. 16. (c) Jan Klin & Associates 2010 Google Places -Address details on optimised (home) page - Geo info in ‘title’ tag -Entry in local directories – eg Yell -Entry in Tripadvisor if you are a hotel
    17. 17. (c) Jan Klin & Associates 2010 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages – Utilise correct ‘keyword density’ – Check/correct internal linking 4.Optimise metadata for the keyphrases 5. Implementing the changes – Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process
    18. 18. (c) Jan Klin & Associates 2010 The Spidering Process
    19. 19. (c) Jan Klin & Associates 2010 Are you in the Google index? Site:www.yourdomain.com  Use the ‘Site’ command with your domain name at the Google search box For Example:  Site:www.businesslinkke nt.com  497 web pages in the index
    20. 20. (c) Jan Klin & Associates 2010 Check your spiderability – can the search engines spider your whole site?  http://tools.seobook.com/g eneral/spider- test/index.php  http://www.se-spider.com/
    21. 21. (c) Jan Klin & Associates 2010 http://www.se-spider.com/
    22. 22. (c) Jan Klin & Associates 2010
    23. 23. (c) Jan Klin & Associates 2010  Use a sitemap  Use html navigation  Add html links to all other important pages  Use a google sitemap – www.xml-sitemaps.com  Check your spiderability at http://www.ranks.nl/cgi- bin/ranksnl/tools/checklin k.pl MAKE YOUR SITE “SPIDERABLE”
    24. 24. (c) Jan Klin & Associates 2010 HTML Sitemap
    25. 25. (c) Jan Klin & Associates 2010 Register with Google Webmaster Central (GWC) Don’t forget Bing Webmaster Tools!
    26. 26. (c) Jan Klin & Associates 2010 Getting the right domain and hosting  UK company  Targeting the UK  In UK English  Weak on inbound links  .com domain  But - Google thinks it’s NORWEGIAN – Because that’s where it’s hosted…….
    27. 27. (c) Jan Klin & Associates 2010 International traffic Issues  Search engines will use the top level domain (TLD) to assess where you want traffic from (eg - .co.uk, .de, .it etc)  If you have a .com (or .net, .info etc) they will use your hosting location to determine this  Use Google Webmaster central to override this and tell Google where you want traffic from
    28. 28. (c) Jan Klin & Associates 2010 Multi language/ Multi site issues  Option 1: Have different translated versions of the same website under different TLD’s (eg – www.heskins.it; www.heskins.fr )  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) – Another option here is to use subdomains rather than folders (eg www.deutch.yoursite.com)
    29. 29. (c) Jan Klin & Associates 2010 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages – Utilise correct ‘keyword density’ – Check/correct internal linking 4.Optimise metadata for the keyphrases 5. Implementing the changes – Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process
    30. 30. (c) Jan Klin & Associates 2010 Strategy and Process  The right keywords or keyphrases are the starting point for our strategy  Traffic from a variety of uncommon phrases? – Eg ‘marketing training courses Manchester’  One big win on a major phrase? – Eg ‘Training courses’ – ‘personal loans’
    31. 31. (c) Jan Klin & Associates 2010Source: Internal Yahoo! Data for UK, France, Spain, Germany, Italy SEARCHER BEHAVIOUR Search activity is growing • 25.9M unique searchers in Europe • 304M searches per month • 453M page views 22% 30% 15% 9% 9% 24% 0% 10% 20% 30% 40% 50% 1 word 2 words 3 words 4 words 5 words 6 words 57% of search queries involve 3+ words Searches are becoming more sophisticated and specific: 2000 = 1.2 words ; 2005 = 2.5 words ; 2010 = 3.3 words 2010 Search Queries by Number of Words
    32. 32. (c) Jan Klin & Associates 2010 Keyphrase Selection It’s a two stage process…  1. Developing the Initial List  2. Refining and shortlisting your choices See http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to
    33. 33. (c) Jan Klin & Associates 2010 Developing the Initial List - 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 - Study your web stats for keyphrases which have driven people to your site - Take you mates down the pub and ask them what they would type in to find you - Use web based tools eg Google Keyword Tool:- - You could even ask your customers and suppliers
    34. 34. (c) Jan Klin & Associates 2010 Some web based tools to help  Yahoo Search Marketing - Keyword Assistant – http://searchmarketing.yahoo.co.uk/en_GB/  Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal  Wordtracker – www.wordtracker.com  Keyword Discovery – Tracks seasonality  Digitalpoint – www.digitalpoint.com
    35. 35. (c) Jan Klin & Associates 2010 https://adwords.google.co.uk/select/KeywordToolExternal
    36. 36. (c) Jan Klin & Associates 2010 www.digitalpoint.com
    37. 37. (c) Jan Klin & Associates 2010 Keyphrase Analysis  Or…run a pay per click campaign! – 3 months  This way you’ll find out what really works – What converts to sales or enquiries
    38. 38. (c) Jan Klin & Associates 2010 What are the main factors to consider when selecting and prioritising keyphrases?  Search Volume – the number of monthly searches – The bigger the better?  Business Relevance – how important is this term to my business  Keyphrase relevance – what is the searcher looking for when using this phrase – Single word phrases are not good as its difficult to know the searchers intent – Phrases can have different meanings ‘eg ‘cold treatment’ – Mix ‘long tail’ and ‘head phrases’  Competition – how much competition is there for this phrase
    39. 39. (c) Jan Klin & Associates 2010 What do you do if there’s no direct translation?  “City breaks” has no direct equivalent in: – French – German – Dutch – Spanish – Italian
    40. 40. (c) Jan Klin & Associates 2010 EndPoint – A prioritised list of your keyphrases
    41. 41. (c) Jan Klin & Associates 2010
    42. 42. (c) Jan Klin & Associates 2010
    43. 43. (c) Jan Klin & Associates 2010 Sometimes it’s a problem…
    44. 44. (c) Jan Klin & Associates 2010 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages – Utilise correct ‘keyword density’ – Check/correct internal linking 4.Optimise metadata for the keyphrases 5. Implementing the changes – Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process
    45. 45. (c) Jan Klin & Associates 2010 Major Ranking Factors  On Page Factors (‘Entry Ticket’) – Metadata – title, keyword, description, H1 – Visible (readable) html content – Internal links  Off Page Factors (‘Competitive Differentiators’) – Inbound link infrastructure – Directories, blogs, pr sites, etc, etc.. – Domain trust – age, age of links  Behavioural (less important generally , BUT will become more important) – Number of visits, length of stay, update frequency
    46. 46. (c) Jan Klin & Associates 2010 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
    47. 47. (c) Jan Klin & Associates 2010 The Keyword Density Issue for Visible Text  What do you think of this bit of copywriting!  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  1%-3% is ideal (keep below 10%)  Check you density with: – www.ranks.nl/tools/spider.html
    48. 48. (c) Jan Klin & Associates 2010 www.asgservices.co.uk
    49. 49. (c) Jan Klin & Associates 2010 Capturing content below the scroll
    50. 50. (c) Jan Klin & Associates 2010 www.aadrvarksafaris.com
    51. 51. (c) Jan Klin & Associates 2010
    52. 52. (c) Jan Klin & Associates 2010
    53. 53. (c) Jan Klin & Associates 2010 Even Busy Ecommerce sites!
    54. 54. (c) Jan Klin & Associates 2010 More copywriting examples….  Iobuild  Dean International
    55. 55. (c) Jan Klin & Associates 2010 In summary  Write text as naturally as possible  Check afterwards that the target phrase(s) is included the right number of times – 3 repetitions per 100 words is generally enough. – Punctuation not important  The phrases can be included in:- – The main text – Header tags (h1, h2 etc) – In in-text links – In navigation links – In footnotes – In ‘alt’ tags
    56. 56. (c) Jan Klin & Associates 2010 Internal Links
    57. 57. (c) Jan Klin & Associates 2010 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages 4.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 pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process
    58. 58. (c) Jan Klin & Associates 2010 Meta Tags – The Title tag
    59. 59. (c) Jan Klin & Associates 2010 Meta Tags – The Title tag
    60. 60. (c) Jan Klin & Associates 2010 Different Pages Optimised for Different Keyphrases
    61. 61. (c) Jan Klin & Associates 2010 Eye Tracking Study  2/3 of the time users initially looked at a listing for 7/100 of a second  Predominately looked at titles  Across all Yahoo! searches, participants focused on the titles first and foremost, with fewer reading the fine print of the listing IMPORTANCE OF TITLES Source: Marketing Sherpa Study, August 2005
    62. 62. (c) Jan Klin & Associates 2010 Meta Tags Keyword and Description tags
    63. 63. (c) Jan Klin & Associates 2010 www.asgservices.co.uk – H1 tag
    64. 64. (c) Jan Klin & Associates 2010 Optimising your Metadata- Important that the tags show a theme between each other and the visible content  Title tag – No more than 10 words, use hyphens, commas pipes (|) as delimiters – Main keyphrase at the beginning of the tag  Keyword tag – No more than 4 words – All lower case – Separated by a comma then a space  Eg web marketing, ecommerce training, internet consultancy……  Only include phrases WHICH ARE ON THE PAGE!  Description tag – No more than 25 words – Should contain keywords – up to 3 repetitions – ‘salesy’ to encourage click throughs
    65. 65. (c) Jan Klin & Associates 2010 Major Ranking Factors  On Page Factors (‘Entry Ticket’) – Metadata – title, keyword, description, H1 – Visible (readable) html content – Internal links  Off Page Factors (‘Competitive Differentiators’) – Inbound link infrastructure – Directories, blogs, pr sites, etc, etc.. – Domain trust – age, age of links  Behavioural (less important generally , BUT will become more important) – Number of visits, length of stay
    66. 66. (c) Jan Klin & Associates 2010 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages 4.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 pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process
    67. 67. (c) Jan Klin & Associates 2010 Use www.linkpopularity.com to check your links Inbound Links
    68. 68. (c) Jan Klin & Associates 2010 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  Free lessons at www.janklin.com
    69. 69. (c) Jan Klin & Associates 2010 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages 4.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 pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify Strategy and Process
    70. 70. (c) Jan Klin & Associates 2010 Google Analytics – free and comprehensive
    71. 71. (c) Jan Klin & Associates 2010 Website Localisation and SEO
    72. 72. (c) Jan Klin & Associates 2010 Websites and Localisation – Why bother with translation? www.cilt.org.uk
    73. 73. (c) Jan Klin & Associates 2010 An example www.noisekiller.co.uk  European focus with Italian distributor  Part of website translated into Italian  Used Italian web designer to produce Italian pages
    74. 74. (c) Jan Klin & Associates 2010 Mistranslation Examples  “Please dial 7 to retrieve your auto from the garbage” Mistranslation: Hotel Rome
    75. 75. (c) Jan Klin & Associates 2010 Mistranslation Examples  “Why go somewhere else to be cheated when you can come here” Mistranslation: Indian shop window
    76. 76. (c) Jan Klin & Associates 2010 Mistranslation Examples  “Please hang yourself here” Mistranslation: Hotel cloakroom, Berlin
    77. 77. (c) Jan Klin & Associates 2010 Mistranslation Examples  “Nothing sucks like an Electrolux” Mistranslation: Ad targeting the US
    78. 78. (c) Jan Klin & Associates 2010 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
    79. 79. (c) Jan Klin & Associates 2010 www.manacad.com – foreign language ‘landing pages’ add metatags
    80. 80. (c) Jan Klin & Associates 2010 Country specific top level domains
    81. 81. (c) Jan Klin & Associates 2010 Different languages on the same domain www.pneumat-europe.com
    82. 82. (c) Jan Klin & Associates 2010
    83. 83. (c) Jan Klin & Associates 2010 Register with Google Webmaster Central (GWC)
    84. 84. (c) Jan Klin & Associates 2010  Marketing Internationally and the Web Link Building Strategies and Social Media Marketing
    85. 85. (c) Jan Klin & Associates 2010 Link Building Strategies  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 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
    86. 86. (c) Jan Klin & Associates 2010 Where do these links come from?  Many places… but we need to develop them in a structured way  Directories – General – Industry specific – Some free some paid for – International  Strategic Partnership links  Reciprocal links  In newsgroups and other forums  Social Media sites  Blogs  Banners  Affiliates
    87. 87. (c) Jan Klin & Associates 2010 External links – anchor text
    88. 88. (c) Jan Klin & Associates 2010 Europages – An Effective European Business Directory
    89. 89. (c) Jan Klin & Associates 2010 Use www.linkpopularity.com to check links
    90. 90. (c) Jan Klin & Associates 2010 Yahoo Site Explorer
    91. 91. (c) Jan Klin & Associates 2010 www.alibaba.com – worlds largest B2B Directory
    92. 92. (c) Jan Klin & Associates 2010 Page Rank Running the cursor over this area will indicate the Page Rank In this case - 9
    93. 93. (c) Jan Klin & Associates 2010 www.cloggs.co.uk  Always in the top 3 in google for top 20 keyphrases  Optimised metadata and visible data  Built backlinks – Focused on the ‘structure’ of the link
    94. 94. (c) Jan Klin & Associates 2010 Anchor Text Example <a href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>
    95. 95. (c) Jan Klin & Associates 2010 Where do these links come from? Blogs
    96. 96. (c) Jan Klin & Associates 2010 Where do these links come from? PR (‘Public Relations’) Sites  PR Directories  Examples – PRWeb – PR World – Google News
    97. 97. (c) Jan Klin & Associates 2010 Use ‘AddThis’ to allow people to bookmark your pages
    98. 98. (c) Jan Klin & Associates 2010 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
    99. 99. (c) Jan Klin & Associates 2010 New site or not?  New domains take a while to get ranked by Google (let’s say 6 months)  If possible add new pages to existing sites to get quicker rankings  If necessary use existing domain to capture phrases and redirect to new site – Eg Heskins.com to Heskins.fr and Heskins.it – Use .com to capture italian and french searches and redirect to relevant site – Use GWC to tell Google that part of .com site dedicated to french and italian traffic
    100. 100. (c) Jan Klin & Associates 2010 Essentials for new sites….  Your Content management system (CMS) has to produce search engine compliant metadata – unique on every page  The CMS should generate SE friendly urls – Eg www.yoursite.co.uk/blue_widgets – NOT - http://www.yoursite.com/bvsn/bvcom/ep/home.do? tabId=3&BV_SessionID=EngineID=cccd  You need the functionality to override this metadata to streamline the SEO moving forwards  The architecture has to be search engine optimised – eg most important pages close to homepage  Use Google Webmaster Central (GWC) to set up site maps, analytics, geographic area , etc and monitor spidering  http://www.janklin.com/blog/seo-and-new-websites
    101. 101. (c) Jan Klin & Associates 2010 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
    102. 102. (c) Jan Klin & Associates 2010 Search Engine friendly Redirection -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
    103. 103. (c) Jan Klin & Associates 2010 Marketing Internationally and the Web - Social Media Marketing
    104. 104. (c) Jan Klin & Associates 2010 Alexa.com – top sites worldwide
    105. 105. (c) Jan Klin & Associates 2010 See the top visited sites around the world – 120 countries – top 100 sites
    106. 106. (c) Jan Klin & Associates 2010 Social Media Marketing
    107. 107. (c) Jan Klin & Associates 2010 Put your blog at the epicentre of your social media and web marketing A typical blog….
    108. 108. (c) Jan Klin & Associates 2010 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
    109. 109. (c) Jan Klin & Associates 2010 Linking your digital assets
    110. 110. (c) Jan Klin & Associates 2010 Your Blog -articles -Press releases -Lessons -reviews -guides …… PR sites (eg PRweb.com) Social Bookmarking sites (eg delicious.com ) Social Networking sites (eg Facebook) Syndicate content to other blogs Microblogging sites (eg Twitter) RSS to others Email to contact database Video sites (eg YouTube) Submit to article sites
    111. 111. (c) Jan Klin & Associates 2010 Facebook and Marketing  Over 500 million active users  Adding users at the rate of 250,000 per day  Top Social Search Engine  Largest Social media site
    112. 112. (c) Jan Klin & Associates 2010 Your Facebook entry in Search Results  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.
    113. 113. (c) Jan Klin & Associates 2010 What can I do on Facebook?  Set up a business page – Build a fan base, get found by search  Advertise directly  Set up a personal page  Engage in discussion groups and networks
    114. 114. (c) Jan Klin & Associates 2010
    115. 115. (c) Jan Klin & Associates 2010 www.winetravelguides.com
    116. 116. (c) Jan Klin & Associates 2010 Develop your visibility  Create an engaging page – Events, videos, discussions, photos, blog articles  Get found by search – based on content and number of ‘fans’  Build your fan base – Email your contact database – Link in your email signature – Link to your website or blog
    117. 117. (c) Jan Klin & Associates 2010 Advertise directly
    118. 118. (c) Jan Klin & Associates 2010 Advertise Directly  Target by gender,age, location, keywords, likes…(fastest growing segment: female age 45-55)  Use ‘pay per click’ or ‘pay per view’ – Low click through rates so PPC best  Use Google Adwords content targeting
    119. 119. (c) Jan Klin & Associates 2010 Set up a personal profile
    120. 120. (c) Jan Klin & Associates 2010 Find friends and associates
    121. 121. (c) Jan Klin & Associates 2010 Instant Success with Facebook Ampfab has only been formed for 4 months...... Not only did we get an immediate order for this work which was worth about 10K, we also got an order from the firm next door for 22K and I have been assured that there will be more available from both these successful businesses plus we are now getting our name passed around to everyone they know! ADAM BECK-Ampwire Ltd
    122. 122. (c) Jan Klin & Associates 2010 Increase your visibility  Start your own discussion group or community  Participate in other discussion groups or networks - (55,000 active networks)  Become a ‘fan’
    123. 123. (c) Jan Klin & Associates 2010 Winetravelguides.com – website, blog, facebook, twitter…
    124. 124. (c) Jan Klin & Associates 2010 www.winetravelguides.com  Active on LinkedIn  Early adopter of Twitter  Blogs extensively  Facebook, Myspace exposure  Facebook – 1256 fans – Advertises daily (£5/day) – Posts weekly – 75% of leads/sales via Facebook – One ‘big win’
    125. 125. (c) Jan Klin & Associates 2010 Twitter - Microblogging  Twitter and promotion  Twitter and real time search
    126. 126. (c) Jan Klin & Associates 2010 Twitter and Promotion  Promotion of your products, websites, events…..  140 characters BUT links back to more detailed content  Link your Blog to Twitter to save time
    127. 127. (c) Jan Klin & Associates 2010 What not to do….
    128. 128. (c) Jan Klin & Associates 2010 Twitter and realtime search
    129. 129. (c) Jan Klin & Associates 2010 Target something topical as a search tactic
    130. 130. (c) Jan Klin & Associates 2010 Twitter for Business Leads  Searches for tweets relating to play equipment  Responds to situations requiring product supply to generate business opportunities
    131. 131. (c) Jan Klin & Associates 2010 Twitter and Promoted Tweats – see the 140 second video- http://help.twitter.com/entries/142161  Twitter’s first real attempt at monetisation  Pay to have your selected tweats appear at the top of the search list  People carry out keyword searches (or select trending topics) and advertisers tweats take top position in the search results  Pricing initially based on ‘cost per impression’ basis – but probably will be on PPC basis moving forwards
    132. 132. (c) Jan Klin & Associates 2010 TweetDeck – integrate Twitter, FaceBook, LinkedIn etc within one simple to use interface
    133. 133. (c) Jan Klin & Associates 2010 Twellow.com  Twitter  Directory  See what people are tweeting about in your sector
    134. 134. (c) Jan Klin & Associates 2010 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
    135. 135. (c) Jan Klin & Associates 2010 Top Video sites You could use Tubemogul to submit to all major video hosting platforms
    136. 136. (c) Jan Klin & Associates 2010
    137. 137. (c) Jan Klin & Associates 2010 Optimise your clips…
    138. 138. (c) Jan Klin & Associates 2010 Video SEO guidelines -Posted  Ensure video is tagged with relevant keywords  Ensure it is in the most appropriate category  Overdub the video with your domain name  Ensure you include a clickable domain name back to your site  Ensure the title and description include your target keyphrases (you can use Youtube to see what the most popular phrases are in your category)  Ideally get a couple of friends to 'rate' your video - ratings (good or bad) have a strong impact on rankings
    139. 139. (c) Jan Klin & Associates 2010 Google Universal Search
    140. 140. (c) Jan Klin & Associates 2010 Digital Assets Optimisation (DAO)  Optimise you website But also ensure all other digital assets get visibility.. – Images (17% of all searches are for images) – Blogs – Videos – News and Press Releases – Social Media assets  AND – submit to appropriate sources… – Google News, Google Base, Google Local for maximum search engine visibility  NB – opinions and content on social media sites will become important signals for search engines
    141. 141. (c) Jan Klin & Associates 2010 Instant Google – just add words
    142. 142. (c) Jan Klin & Associates 2010
    143. 143. (c) Jan Klin & Associates 2010
    144. 144. (c) Jan Klin & Associates 2010
    145. 145. (c) Jan Klin & Associates 2010  Marketing Internationally and the Web – Pay per Click Advertising
    146. 146. (c) Jan Klin & Associates 2010 Search Marketing in Worldwide Shipping  Use a combination of Pay per Click and Search engine optimisation to transform their business  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. – Andy McTaggart – Managing Director, ALS Worldmovers
    147. 147. (c) Jan Klin & Associates 2010 – Search Marketing – Maximising your position in the hitlist – Click throughs dissipate as we move down the list 33% of internet33% of internet users perceive ausers perceive a company in thecompany in the top searchtop search engine rankingsengine rankings to be a majorto be a major brandbrand Source: iProspectSource: iProspect search enginesearch engine branding surveybranding survey
    148. 148. (c) Jan Klin & Associates 2010 Pay Per Click and the digital media mix % share of revenues for 2008 16.4% 13.3% 5.9% 56.2% 4.1% 1.5% 0.8% 1.1% 0.6% Banners / Embedded Sponsorships Interruptive formats Display ads on email Tenancies Other display Recruitment classifieds Further classifieds Paid for search listings Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures. £224.4m £20.5m £15.7m £8.8m £55.6m £10.9m £ 182.0m £80.3m £768.3m
    149. 149. (c) Jan Klin & Associates 2010
    150. 150. (c) Jan Klin & Associates 2010 Ever seen this?
    151. 151. (c) Jan Klin & Associates 2010 Google Adwords
    152. 152. (c) Jan Klin & Associates 2010 Yahoo PPC
    153. 153. (c) Jan Klin & Associates 2010 Microsoft PPC
    154. 154. (c) Jan Klin & Associates 2010 What determines your ads position?  Bid price  Advert effectiveness  Landing page quality
    155. 155. (c) Jan Klin & Associates 2010 WHY USE PAY PER CLICK?  Capture many – 100’s, 1000’s of keyphrases – No website changes like optimisation  For short term promotions  For new websites  Drive country specific searchers – Geographic targeting  Keyphrase analysis – More accurate than the tools  For websites difficult to optimise – Flash etc
    156. 156. (c) Jan Klin & Associates 2010 Tap into overseas markets
    157. 157. (c) Jan Klin & Associates 2010 Capture The Long Tail Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
    158. 158. (c) Jan Klin & Associates 2010 Segment and target Best Practice: Match the Terms (and Pages) to Customers’ IntentsBest Practice: Match the Terms (and Pages) to Customers’ Intents Customer Need Keyword Attributes Examples “What is out there to meet my need?” “How can I learn about a product or service?” Informational terms Product classes Problem descriptions DVD player Family holiday Financial planning “What brands and features are there?” “What is distinct about this one?” Features Brand names Differentiators Portable DVD player Hawaii holiday Personal pension LearningLearning ShoppingShopping BuyingBuying “I want that one!” “Who stocks this model number?” Product code Locations Nicknames Panasonic DVD-LX9 Maui golf resort Low risk growth fund
    159. 159. (c) Jan Klin & Associates 2010 www.royaldubai.co.uk – PPC then SEO
    160. 160. (c) Jan Klin & Associates 2010 Measure your performance
    161. 161. (c) Jan Klin & Associates 2010 www.spyfu.com
    162. 162. (c) Jan Klin & Associates 2010 Search Term Research & Targeting Drives Quantities of Leads Title & Description Targeting Drives Quality of Leads Landing Page Targeting Drives Conversions How pay-per-click works
    163. 163. (c) Jan Klin & Associates 2010 https://adwords.google.co.uk/select/KeywordToolExternal
    164. 164. (c) Jan Klin & Associates 2010 Content Match – branding benefits Content Match: Sponsored search results appear according to the editorial content on the page Benefits  Increased Traffic  Traffic Quality  Premium Partner Network  Quality mapping  Good Conversion Rates  Separate Bidding  Branding
    165. 165. (c) Jan Klin & Associates 2010 Using the Content Network  Use Google content network  Focus on what you can do at the hotel – Scrabble, walks etc  Ad appeared on Facebook and caused huge traffic spike
    166. 166. (c) Jan Klin & Associates 2010 Keyword selection Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 progress through the buying process >>> consumersthoughtser Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 b u y progress through the buying process >>> consumersthoughtser firming up initial idea deciding on a maker looking for best price thinking about it deciding on a model firming up initial idea deciding on a maker looking for best price thinking about it deciding on a model firming up initial idea deciding on a maker looking for best price thinking about it deciding on a model firming up initial idea deciding on a maker looking for best price thinking about it deciding on a model firming up initial idea deciding on a maker looking for best price thinking about it deciding on a model computer 132,755 laptop 19,152 sony vaio 2,264 sony vaio z1sp 47 cheap sony vaio laptop 11 £5.00 £0.46 £0.40 £0.10 £0.10
    167. 167. (c) Jan Klin & Associates 2010 •Choose titles and descriptions that are relevant to the search •Strong ‘call to action’ •Repeat search terms in the ad Do’s and Dont’s
    168. 168. (c) Jan Klin & Associates 2010 •The ad links directly to the relevant landing page Do’s and Dont’s
    169. 169. (c) Jan Klin & Associates 2010 •The ad links directly to the relevant landing page •Choose titles and descriptions that are relevant to the search •Strong ‘call to action’ •Repeat search terms in the ad Do’s and Dont’s
    170. 170. (c) Jan Klin & Associates 2010 Best click-through rates for Figleaves  Bidding on 250 search terms to start with, Figleaves wanted to attract as many customers as possible – including those who knew specifically what they wanted (ie. searching for ‘Wonderbra’) and those who were less certain (ie. ‘lingerie’).  Figleaves now bids on over 6,000 search terms and is an integral part of the marketing strategy, running 365 days a year. “Overture provides new customers with higher conversion rates and better click-through rates than any other medium.” Claire White, Marketing Services Manager, Figleaves “Overture provides new customers with higher conversion rates and better click-through rates than any other medium.” Claire White, Marketing Services Manager, Figleaves Customer acquisition and retention have always been the main objectives of Figleaves’ website. The company decided to start using Overture to drive pre-qualified leads and new prospects to its site.  Potential customers are now targeted at the moment they are actively searching for lingerie online.
    171. 171. (c) Jan Klin & Associates 2010 For a copy of the slides….  Just email – jan@janklin.com  01928 788100  07946 513521
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