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Uktinw online marketing-july2012
 

Uktinw online marketing-july2012

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UKTI SEO International

UKTI SEO International

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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
  • 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
  • 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.
  • 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.
  • 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

Uktinw online marketing-july2012 Uktinw online marketing-july2012 Presentation Transcript

  •  International Search Marketing for Export Success – incorporating Social Media MarketingJan KlinJan Klin & Associates01928 78810007946 513521jan@janklin.comwww.janklin.com (c) Jan Klin & Associates 2011
  • 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 (c) Jan Klin & Associates 2011
  • (c) Jan Klin & Associates 2011
  • SEO -Still the main method.. (c) Jan Klin & Associates 2011
  •  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 2011
  • 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 2011
  • Use www.searchenginecolossus.comto submit to country specific search engines (c) Jan Klin & Associates 2011
  • Submitting to Yandex  http://webmaster.yandex.ru/addurl.xml (c) Jan Klin & Associates 2011
  • SEO in Business to Business (c) Jan Klin & Associates 2011
  • SEO in Business to Consumer (c) Jan Klin & Associates 2011
  • The French Site (c) Jan Klin & Associates 2011
  • SEO in High TechSEO success in High TechManufacturing (c) Jan Klin & Associates 2011
  • SEO success in High Tech (c) Jan Klin & Associates 2011
  • Google – ‘Universal Search’ and DAO (Digital AssetsOptimisation) Content retrieved from: Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedIn MySpace, video ,etc (c) Jan Klin & Associates 2011
  • Google Base – Shopping ResultsGoogle Base – shopping results (c) Jan Klin & Associates 2011
  • Google Places – will be integrated withGoogle Plus – see ‘local’ button -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 (c) Jan Klin & Associates 2011
  • 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 2011
  • The Spidering Process (c) Jan Klin & Associates 2011
  • 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 (c) Jan Klin & Associates 2011
  • HTML Sitemap (c) Jan Klin & Associates 2011
  • Register withGoogle Webmaster Central (GWC) (c) Jan Klin & Associates 2011
  • Getting the right domainand 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……. (c) Jan Klin & Associates 2011
  • 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 (c) Jan Klin & Associates 2011
  • 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 2011
  • Strategy and Process  The right keywords or keyphrases are the starting point for our strategy 50%  Traffic from a variety 40% 30% of uncommon phrases? 30% 22% 24% – Eg ‘marketing training 20% 15% courses Manchester’ 9% 9% 10%  One big win on a major 0% 1 word 2 3 4 5 6 phrase? words words words words words – Eg ‘Training courses’ – ‘personal loans’ (c) Jan Klin & Associates 2011
  • Keyphrase SelectionIt’s a two stage process… 1. Developing the Initial List 2. Refining and shortlisting your choicesSee http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to (c) Jan Klin & Associates 2011
  • 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 andvisible 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 (c) Jan Klin & Associates 2011
  • https://adwords.google.co.uk/select/KeywordToolExternal (c) Jan Klin & Associates 2011
  • www.digitalpoint.com (c) Jan Klin & Associates 2011
  • 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 (c) Jan Klin & Associates 2011
  • What are the main factors to consider whenselecting 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 (c) Jan Klin & Associates 2011
  • 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 2011
  • (c) Jan Klin & Associates 2011
  • (c) Jan Klin & Associates 2011
  • 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 2011
  • 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, social media activity… (c) Jan Klin & Associates 2011
  • 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 2011
  • 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 (c) Jan Klin & Associates 2011
  • Google’s ‘Panda’ Update –Emphasis on Quality Content -Sites with copied content are getting penalised -Emphasis needs to be on original and interesting content -Copy writing needs to be a priority activity of SEO -’Duplicate content’ is a definite no – no -Also ‘fresh’ content favoured (latest update) (c) Jan Klin & Associates 2011
  • www.asgservices.co.uk (c) Jan Klin & Associates 2011
  • Capturing content below the scroll (c) Jan Klin & Associates 2011
  • www.aardvarksafaris.com (c) Jan Klin & Associates 2011
  • (c) Jan Klin & Associates 2011
  • (c) Jan Klin & Associates 2011
  • Even Busy Ecommerce sites! (c) Jan Klin & Associates 2011
  • In summary Write (good quality) 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 (c) Jan Klin & Associates 2011
  • 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 2011
  • Internal Links (c) Jan Klin & Associates 2011
  • Meta Tags – The Title tag (c) Jan Klin & Associates 2011
  • Meta Tags – The Title tag (c) Jan Klin & Associates 2011
  • Different Pages Optimised for DifferentKeyphrases (c) Jan Klin & Associates 2011
  • IMPORTANCE OF TITLES 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 listingSource: Marketing Sherpa Study, August 2005 (c) Jan Klin & Associates 2011
  • Meta TagsKeyword and Description tags (c) Jan Klin & Associates 2011
  • www.asgservices.co.uk – H1 tag (c) Jan Klin & Associates 2011
  • 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 (c) Jan Klin & Associates 2011
  • 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 – social media) – Number of visits, length of stay (c) Jan Klin & Associates 2011
  • 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 2011
  • Inbound LinksUse www.linkpopularity.com to check your links (c) Jan Klin & Associates 2011
  • 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 2011
  • 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 2011
  • Google Analytics – free andcomprehensive (c) Jan Klin & Associates 2011
  • Phone Call Tracking Visitor level call tracking possible by generating unique numbers for every visitor We can track.. – PPC or SEO – Specific keyword typed – Visited direct or via a directory/link – Offline campaigns can be integrated Benefits – Which keywords are driving sales/enquiries and which are not – Which regions are most important – Phone calls can be listened to for improvements (c) Jan Klin & Associates 2011
  •  More on international SEO and localisation… (c) Jan Klin & Associates 2011
  • Websites and Localisation –Why bother with translation? www.cilt.org.uk (c) Jan Klin & Associates 2011
  • An examplewww.noisekiller.co.uk European focus with Italian distributor Part of website translated into Italian Used Italian web designer to produce Italian pages ECR service is useful here (c) Jan Klin & Associates 2011
  • Mistranslation Examples  “Please dial 7 to retrieve your auto from the garbage” Mistranslation: Hotel Rome (c) Jan Klin & Associates 2011
  • Mistranslation Examples  “Why go somewhere else to be cheated when you can come here” Mistranslation: Indian shop window (c) Jan Klin & Associates 2011
  • Mistranslation Examples  “Please hang yourself here” Mistranslation: Hotel cloakroom, Berlin (c) Jan Klin & Associates 2011
  • Mistranslation Examples  “Nothing sucks like an Electrolux” Mistranslation: Ad targeting the US (c) Jan Klin & Associates 2011
  • 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 2011
  • International Sites – B2CCoca Cola (c) Jan Klin & Associates 2011
  • International Sites – B2B See IBM – Planet wide – http://www.ibm.com/planetwide/select/selector.html – See locations which prefer English (c) Jan Klin & Associates 2011
  • Register withGoogle Webmaster Central (GWC) (c) Jan Klin & Associates 2011
  • www.manacad.com – foreign language‘landing pages’ add metatags (c) Jan Klin & Associates 2011
  • Country specific top level domains (c) Jan Klin & Associates 2011
  • Different languages on the same domainwww.pneumat-europe.com (c) Jan Klin & Associates 2011
  • (c) Jan Klin & Associates 2011
  • What do we need to do? Decide on approach – landing pages, separate sites, one domain, a mixture? Translate pages and website changes – Which languages? – How many pages? – 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 2011
  • Webmaster Tools for Geo-targeting  Set up xml sitemaps for each country version of your site… – Eg (c) Jan Klin & Associates 2011
  • 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 2011
  • Geo-targeting from Google (c) Jan Klin & Associates 2011
  • Getting the right domainand 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……. (c) Jan Klin & Associates 2011
  •  Marketing Internationally and the Web Link Building Strategies (c) Jan Klin & Associates 2011
  • 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 2011
  • Content Marketingaka – Link Building (c) Jan Klin & Associates 2011
  • Creating link maps See how to create your own – or your competitors – link map at Jan’s blog.. www.janklin.com/blog/bi d/148572/Creating-a- Visual-Map-Of-Your- Backlinks (c) Jan Klin & Associates 2011
  • 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 2011
  • You need a content strategy! You need a Content Strategy! (c) Jan Klin & Associates 2011
  • Consistent link building over 2 yrsquadruples traffic (c) Jan Klin & Associates 2011
  • Link Building Post Penguin Don’t buy links Don’t contract with link builders who use link farms Don’t get involved in comment spam on blogs and forums Don’t build too many multiple links from the same ownership sites Don’t use the same ‘anchor’ text over and over again Do see… – http://www.janklin.com/blog/bid/138606/Li nk-Building-Post-Penguin-Best-Practice (c) Jan Klin & Associates 2011
  • Where do links come from? www.touchgraph.com for link targets 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 2011
  • 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 (c) Jan Klin & Associates 2011
  • External links – anchor text (c) Jan Klin & Associates 2011
  • Europages – An Effective EuropeanBusiness Directory (c) Jan Klin & Associates 2011
  • www.alibaba.com – worlds largestB2B Directory (c) Jan Klin & Associates 2011
  • www.opensiteexplorer.org– to check your links (c) JanJan Klin & Associates 2012 2011 (c) Klin & Associates
  • Page Rank Running the cursor over this area will indicate the Page Rank In this case - 9 (c) Jan Klin & Associates 2011
  • Anchor TextExample<a (c) Jan Klin & Associates 2011 href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>
  • 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 2011
  • Ensure Press Releases get Anchor text basedlinks back to website (c) Jan Klin & Associates 2011
  • 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 2011
  • Use fusion tables in google docs tovisualise competitor links http://www.google.com/fusiontables/Home/ example (c) Jan Klin & Associates 2011
  • Use ‘AddThis’ to allow people to bookmarkyour pages (c) Jan Klin & Associates 2011
  • 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 2011
  • 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 (c) Jan Klin & Associates 2011
  • 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 (c) Jan Klin & Associates 2011
  • 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 2011
  • 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 2011
  • Social Media Marketing (c) Jan Klin & Associates 2011
  • SEO and Social Media Social media sites show up in search results (Google Universal Search) Social Media activity is a signal to search engines Social media and content marketing naturally build links Google Plus now firmly integrated with search (c) Jan Klin & Associates 2011
  • Alexa.com – top sites worldwide (c) Jan Klin & Associates 2011
  • See the top visited sites around the world – 120 countries – top 100 sites (c) Jan Klin & Associates 2011
  • 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 2011
  • 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 2011
  • Confused? Social Media Marketing (c) Jan Klin & Associates 2011
  • 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 2011
  • 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 2011
  • Blogging – the ‘glue’ bindingInbound Marketing (c) Jan Klin & Associates 2011
  • A typical blog….Put your blog at the epicentre of yoursocial media and web marketing (c) Jan Klin & Associates 2011
  • 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 2011
  • Linking yourdigital assets (c) Jan Klin & Associates 2011
  • 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 2011
  • 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 2011
  • Facebook and Marketing  Over 850 million active users  Adding users at the rate of 250,000 per day  Top Social Search Engine  Largest Social media site (c) Jan Klin & Associates 2011
  • 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  Through interaction and engagement – Create brand awarness, build advocacy, generate traffic and sales, customer service, research /data (c) Jan Klin & Associates 2011
  • Business Pages- Develop yourvisibility Create an engaging business page – Events, videos, discussions, photos, blog articles Get found by search – based on content and number of ‘fans’ – Get people to ‘like’ you Build your fan base – Email your contact database – Link in your email signature – Link to your website or blog – Advertise! (c) Jan Klin & Associates 2011
  • Advertise directly (c) Jan Klin & Associates 2011
  • Advertise Directly Target by gender,age, location, keywords… Use ‘pay per click’ or ‘pay per view’ – Low click through rates so PPC best Use Google Adwords content targeting (c) Jan Klin & Associates 2011
  • 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 2011
  • Use ‘circles’ to segment youraudience  Eg have a circle for training course attendees  people who have signed up for email newsletters  People interested in Social Media marketing  people interested in SEO, etc (c) Jan Klin & Associates 2011
  • 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 2011
  • 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 2011
  • What determines what I see in my‘top news’ feed? – Edgerank Algorithm (c) Jan Klin & Associates 2011
  • My last visit to Facebook (c) Jan Klin & Associates 2011
  • What determines yourposition? – Edgerank algorithm (c) Jan Klin & Associates 2011
  • Edgerank Algorithm  95% of Facebook users use ‘top news’ – Clearly if you want top visibility for your brand you need to understand ‘edgerank’  Egderank based on:-  Affinity, Edge weight, recency (so post often)  ‘Edges’ are every interaction you have on Facebook – Eg – uploading a photo, ‘liking’ something etc (c) Jan Klin & Associates 2011
  • Affinity Is a measure of how ‘friendly’ or ‘close’ you are with someone or some brand For example – – if you comment on someones photo they are more likely to appear in your feed – If you snoop on someones profile (eg ex girlfriend) you are more likely to appear in their feed (c) Jan Klin & Associates 2011
  • Edge Weight  All ‘edges’ arent created equal  We know that photos, videos and links have high edge weight  Knowing this we should use these edges and encourage people to interact with them – So use a variety of these objects in your status updates to appeal to different people who respond to different object – Encourage them click on a photo or video – Encourage them to click on a link, etc – In short encourage interaction with you via multiple objects (c) Jan Klin & Associates 2011
  • Lots of ‘likes’ -but how important is that? (c) Jan Klin & Associates 2011
  • Lots of interaction to engage fans,increase affinity and increase sales  Encourage interaction  Add free downloads of vids and music  Competitions (eg tickets to shows) to engage fans and their friends  Vids and music have high edge weight  Posting twice a day for recency (c) Jan Klin & Associates 2011
  • Facebook France (c) Jan Klin & Associates 2011
  • Facebook Germany (c) Jan Klin & Associates 2011
  • Twitter France (c) Jan Klin & Associates 2011
  • 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 2011
  • Linkedin Answers (c) Jan Klin & Associates 2011
  • LinkedIn – participate in groups-or set up your own (c) Jan Klin & Associates 2011
  • Set up your Linkedin profile-make it comprehensive so you get found (c) Jan Klin & Associates 2011
  • Set up a business page-Showcase your products-Company updates -announcements -new services -communicate directly with your followers (c) Jan Klin & Associates 2011
  • 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 2011
  • Twitter - Microblogging  Twitter and promotion  Twitter and real time search (c) Jan Klin & Associates 2011
  • 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 (c) Jan Klin & Associates 2011
  • Use Twitter to promote latestmusic and games (c) Jan Klin & Associates 2011
  • Use Twitter to promote latestproducts and pricing (c) Jan Klin & Associates 2011
  • What not to do?…. (c) Jan Klin & Associates 2011
  • 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 2011
  • Twellow.com  Twitter  Directory  See what people are tweeting about in your sector (c) Jan Klin & Associates 2011
  • 5 tips to maximise search engine rankingsthrough Twitterwww.wilsonweb.com/linking/basu-twitter-linking.htm  1. Link to your Twitter profile – Link to your Twitter profile from your website, blog, and by using social media sharing buttons.  2. Set up different Twitter accounts if you have different business units – Different Twitter accounts are used when your companys employees use their own personal accounts to re-tweet tweets from a company account.  3. Use a friendly URL shortener – Use a friendly URL shortener such as Bit.ly, Trunk.ly, or Goo.gl passes link juice from a tweet back to your website.  4. Use Klout.com to figure out who you are influenced by – Klout is a service which analyses your influencers and who you influence.  5. Update accounts using RSS feeds of your content – You can create an RSS feed of all the digital assets you have including YouTube videos, white papers, blog posts, press releases and more, and then syndicate these to Twitter. (c) Jan Klin & Associates 2011
  • 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 2011
  • 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 2011
  • (c) Jan Klin & Associates 2011
  • Set up your own channeland optimise your clips… (c) Jan Klin & Associates 2011
  • Posted in other languages… (c) Jan Klin & Associates 2011
  • 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 (c) Jan Klin & Associates 2011
  • www.socialmention.com (c) Jan Klin & Associates 2011
  • UKTI mentions (c) Jan Klin & Associates 2011
  • 1 SEO All-In-One Text goes 1 hereMarketing Automation Social Text Marketing goesContent Media AnalyticsCreation here Email & Text Landing Lead goes Pages Nurturing here (c) Jan Klin & Associates 2011
  • Google + now included in searchresults Google Search Plus Your World (GSPYW) – Google brings in results from your social network (even if you ar not signed in) Previously it couldnt get into all Facebook data but now can through G+ See Jan’s Blog Post – http://www.janklin.com/blo g/exciting-google-changes- search-plus-your-world (c) Jan Klin & Associates 2011
  • Including your social circles in searchresults Google now has access to reliable social signals for search results – which it never could get through Facebook Eg – if you are searching for holidays in New Zealand – photos, recommendations etc will be served up from your social circle – providing you are signed into your Google account (c) Jan Klin & Associates 2011
  • Google’s Plus One Similar to Facebooks ‘like’ button Allows you to mark web pages you like from search results Google will then include these sites in your search results More importantly Google will include sites marked by people in your social circle – equivalent to getting recommendations from friends You need to be signed in, and have a Google profile (c) Jan Klin & Associates 2011
  • Google + activity definitely helps with organicrankings! – see econsultancy post (c) Jan Klin & Associates 2011
  • Social Media – what’s relevant to you?  Exercise – Organise in order of importance.. – Your Blog  What could you blog about? – Facebook – Twitter – YouTube – Other ?  What could you do in English? – Objectives, applications?  What could you do in Foreign language? (c) Jan Klin & Associates 2011
  • Design a SM Strategy…  Decide on objectives – Brand awareness, traffic generation, direct sales, customer service, etc  Decide which Social Media properties you will use – F’book, Twitter etc  Strategy based on… – Design – engaging design compatible with objectives – Content – quizzes, competitions, events, technical information… – Promotion – increase your visibility – advertise, email database – Engagement – utilise edgerank algo (c) Jan Klin & Associates 2011
  •  Marketing Internationally and the Web – Pay per Click Advertising –Module 6 (c) Jan Klin & Associates 2011
  • Pay per Click Advertising (&PPC) (c) Jan Klin & Associates 2011
  • – Search Marketing – Maximising your position in the hitlist– Click throughs dissipate as we move down the list 33% 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 2011
  • (c) Jan Klin & Associates 2011
  • Ever seen this? (c) Jan Klin & Associates 2011
  • Google Adwords (c) Jan Klin & Associates 2011
  • Yahoo PPC (c) Jan Klin & Associates 2011
  • Microsoft PPC (c) Jan Klin & Associates 2011
  • Bidding in realityAdvertiser at position 1 Bid price of £0.50 100 click throughsAdvertiser at position 2 Bid price of £0.40 Position 3 75 click throughs Bid price of £0.35 New AdvertiserAdvertiser at position 3 Bid price of £0.30 50 click throughs 50 click throughs Payment of £0.31 per click, up to £0.35Advertiser at position 4 Bid price of £0.20 25 click throughs Cost = bid price multiplied by number of click throughs (c) Jan Klin & Associates 2011
  • What determines your ads position?  Bid price  Advert effectiveness  Landing page quality (c) Jan Klin & Associates 2011
  • 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 (c) Jan Klin & Associates 2011
  • Tap into overseas markets (c) Jan Klin & Associates 2011
  • Capture The Long TailEg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’ (c) Jan Klin & Associates 2011
  • Capture the ‘long tail’ -200,000 keyphrases Targeted -65,000 alone for boilers -long tail phrases – ‘worcester Greenstar 28i junior combi boiler’ -Are cheaper AND convert to business easier (c) Jan Klin & Associates 2011
  • Segment and target Best Practice: Match the Terms (and Pages) to Customers’ Intents Learning Shopping Buying “What is out there to “What brands and “I want that one!”Customer meet my need?” features are there?” “Who stocks this model Need “How can I learn about a “What is distinct about number?” product or service?” this one?”Attributes Keyword Examples Informational terms Features Product code Product classes Brand names Locations Problem descriptions Differentiators Nicknames DVD player Portable DVD player Panasonic DVD-LX9 Family holiday Hawaii holiday Maui golf resort Financial planning Personal pension Low risk growth fund (c) Jan Klin & Associates 2011
  • www.royaldubai.co.uk – PPC then SEO (c) Jan Klin & Associates 2011
  • Measure your performance (c) Jan Klin & Associates 2011
  • www.spyfu.com (c) Jan Klin & Associates 2011
  • adwords.google.co.uk/- try the tutorial (c) Jan Klin & Associates 2011
  • How pay-per-click works Title & Drives Description Quality of Targeting LeadsSearch Term Drives Drives Landing Page Research & Quantities Conversions of Leads Targeting Targeting (c) Jan Klin & Associates 2011
  • https://adwords.google.co.uk/select/KeywordToolExternal (c) Jan Klin & Associates 2011
  • Content Match – brandingbenefits 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 (c) Jan Klin & Associates 2011
  • 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 (c) Jan Klin & Associates 2011
  • Keyword selection Stage 1 1 Stage Stage 2 Stage 2 Stage 3 Stage 3 Stage 4 Stage 4 Stage 5 Stage 5 thinking firming deciding deciding thinking firming deciding deciding looking thinking firming deciding deciding looking thinking firming deciding deciding looking looking bconsumers thoughtsconsumers thoughts about up initial about up initial on aaa about up initial about up initial on a on on on aaa on a on on for best for best for best for best itit it it idea idea idea idea maker maker maker maker model model model model price price price price computer laptop sony vaio sony vaio z1sp cheap sony vaio u y laptop 132,755 19,152 2,264 47 11 er er £5.00 £0.46 £0.40 £0.10 £0.10 > s >> oces g pr b uyin the ugh s thro pro gres (c) Jan Klin & Associates 2011
  • Do’s and Dont’s •Choose titles and descriptions that are relevant to the search •Strong ‘call to action’ •Repeat search terms in the ad (c) Jan Klin & Associates 2011
  • Do’s and Dont’s•The ad links directly to therelevant landing page (c) Jan Klin & Associates 2011
  • Do’s and Dont’s •Choose titles and descriptions that are relevant to the search •Strong ‘call to action’ •Repeat search terms in the ad•The ad links directly to therelevant landing page (c) Jan Klin & Associates 2011
  • An Ideal Landing Page…www.free-employer-advice.co.uk (c) Jan Klin & Associates 2011
  • Landing Pages  Its not just the home page which needs to engage your audience  Pages searchers and browsers land on which are ‘call to action’ rich  Designed to get visitors to contact you or buy from you (c) Jan Klin & Associates 2011
  • An Ideal Landing Page…www.free-employer-advice.co.uk -Many ‘calls to action’ -Include words which reflect what has been searched for -eg ‘employment law’ -Build trust eg customer testimonials -appropriate images (c) Jan Klin & Associates 2011
  • For a copy of the slides…. Just email – jan@janklin.com 01928 788100 07946 513521 (c) Jan Klin & Associates 2011