Your SlideShare is downloading. ×
0
 International Search Marketing for Export Success
– incorporating Social Media Marketing

Jan Klin
Jan Klin & Associates...
(c) Jan Klin & Associates 2013
What we’ll cover…
 SEO – Search Engine Optimisation
– Local and international

 Pay per Click Advertising
 Links, inter...
SEO -Still the main method..

(c) Jan Klin & Associates 2013
 SEO– Maximising your position in the hitlist
- Click throughs dissipate as we move down the list

36%

of internet
user...
Search Engine Market Share-International
www.searchenginewatch.com
www.searchenginecolossus.com
http://www.searchenginelin...
Use www.searchenginecolossus.com
to submit to country specific search engines

(c) Jan Klin & Associates 2013
Submitting to Yandex


http://webmaster.yandex.ru/addurl.xml

(c) Jan Klin & Associates 2013
http://gs.statcounter.com

(c) Jan Klin & Associates 2013
SEO in Business to Business

(c) Jan Klin & Associates 2013
SEO in Business to Consumer

(c) Jan Klin & Associates 2013
The French Site

(c) Jan Klin & Associates 2013
SEO in High Tech

SEO success in High Tech
Manufacturing

(c) Jan Klin & Associates 2013
SEO success in High Tech

(c) Jan Klin & Associates 2013
Google – ‘Universal Search’ and DAO (Digital Assets
Optimisation)

Content retrieved
from:
Google maps,
news, images,
You ...
Google Places – before

-Address details on optimised (home) page
- Geo info in ‘title’ tag
-Entry in local directories – ...
Google Local - After

(c) Jan Klin & Associates 2013
Google Base –
shopping results - Before

(c) Jan Klin & Associates 2013
Google Shopping- After

(c) Jan Klin & Associates 2013
Strategy
and Process
1. Auditing your current performance
2.

Strategic selection of keyphrases

3. Build Content around k...
The Spidering Process

(c) Jan Klin & Associates 2013
Are you in the Google index?
Site:www.yourdomain.com
 Use the ‘Site’ command
with your domain name
at the Google search b...
HTML Sitemap

(c) Jan Klin & Associates 2013
Register with
Google Webmaster Central (GWC)

(c) Jan Klin & Associates 2013
Getting the right domain
and hosting







UK company
Targeting the UK
In UK English
Weak on inbound links
.com dom...
International traffic Issues
 Search engines will use the top level
domain (TLD) to assess where you want
traffic from (e...
Strategy
and Process
1. Auditing your current performance
2.

Strategic selection of keyphrases

3. Build Content around k...
Strategy and Process
 The right keywords or
keyphrases are the
starting point for our
strategy
50%

 Traffic from a vari...
Keyphrase Selection
It’s a two stage process…
 1. Developing the Initial List
 2. Refining and shortlisting your choices...
Developing the Initial List
-

Brainstorm with your self and others you work with

- Look at what competitors use (‘view’;...
https://adwords.google.co.uk/select/KeywordToolExternal
Nowadays you need to have a Google account to get this information...
Keyphrase Analysis
 Or…run a pay per
click campaign!
– 3 months
 This way you’ll find
out what really works
– What conve...
What are the main factors to consider when
selecting and prioritising keyphrases?
 Search Volume – the number of monthly ...
What do you do if there’s no direct
translation?
 “City breaks” has no direct
equivalent in:
– French
– German
– Dutch
– ...
Using Google’s autosuggest



Another input into keyword
analysis
See what gets suggested and
include if relevant

BUT
...
Analytics and keywords

(c) Jan Klin & Associates 2013
(c) Jan Klin & Associates 2013
(c) Jan Klin & Associates 2013
Strategy
and Process
1. Auditing your current performance
2.

Strategic selection of keyphrases

3. Build Content around k...
Major Ranking Factors
 On Page Factors (‘Entry Ticket’)

– Metadata – title, keyword, description, H1
– Visible (readable...
Textual content is King


There is no substitute for good
‘keyword rich’ content
– At least 200-250 words
– Content seman...
The Keyword Density
Issue for Visible Text


What do you think of this bit of
copywriting!



Our Yellow widgets are the...
Google’s ‘Panda’ Update –
Emphasis on Quality Content
-Sites with copied content are
getting penalised
-Emphasis needs to ...
2nd only to Wikipedia!

(c) Jan Klin & Associates 2013
Google Hummingbird Update
 Even more emphasis on high
quality content
 More focus on ‘long tail phrases’
and user intent...
www.asgservices.co.uk

(c) Jan Klin & Associates 2013
Capturing content below the scroll

(c) Jan Klin & Associates 2013
www.aardvarksafaris.com

(c) Jan Klin & Associates 2013
(c) Jan Klin & Associates 2013
(c) Jan Klin & Associates 2013
Even Busy Ecommerce sites!

(c) Jan Klin & Associates 2013
In summary


Write (good quality) text as naturally as possible



Check afterwards that the target phrase(s) is include...
Strategy
and Process
1. Auditing your current performance
2.

Strategic selection of keyphrases

3. Build Content around k...
Meta Tags – The Title tag

(c) Jan Klin & Associates 2013
Meta Tags – The Title tag

(c) Jan Klin & Associates 2013
Different Pages Optimised for Different
Keyphrases

(c) Jan Klin & Associates 2013
IMPORTANCE OF TITLES

Eye Tracking Study
 2/3 of the time users initially
looked at a listing for 7/100 of a
second
 Pre...
Meta Tags
Keyword and Description tags

(c) Jan Klin & Associates 2013
www.asgservices.co.uk – H1 tag

(c) Jan Klin & Associates 2013
Optimising your MetadataImportant that the tags show a theme between
each other and the visible content
 Title tag

– No ...
Major Ranking Factors
 On Page Factors (‘Entry Ticket’)

– Metadata – title, keyword, description, H1
– Visible (readable...
Strategy
and Process
1. Auditing your current performance
2.

Strategic selection of keyphrases

3. Build Content around k...
Where do links come from?
 Directories
– General
– Industry specific
– Some free some paid for
 Strategic Partnership li...
Strategy
and Process
1. Auditing your current performance
2.

Strategic selection of keyphrases

3. Build Content around k...
Google Analytics – free and
comprehensive

(c) Jan Klin & Associates 2013
Language and country traffic

(c) Jan Klin & Associates 2013
 More on international SEO
and localisation…

(c) Jan Klin & Associates 2013
Websites and Localisation –
Why bother with translation? www.cilt.org.uk

(c) Jan Klin & Associates 2013
An example
www.noisekiller.co.uk
 European focus with Italian
distributor
 Part of website translated
into Italian
 Use...
Mistranslation Examples

 “Please dial 7 to retrieve your auto
from the garbage”
Mistranslation: Hotel Rome

(c) Jan Klin...
Mistranslation Examples

 “Why go somewhere else to be cheated
when you can come here”

Mistranslation: Indian shop windo...
Mistranslation Examples

 “Please hang yourself here”
Mistranslation: Hotel cloakroom, Berlin

(c) Jan Klin & Associates ...
Mistranslation Examples

 “Nothing sucks like an Electrolux”
Mistranslation: Ad targeting the US

(c) Jan Klin & Associat...
Mistranslation Examples

 “You are welcome to visit the cemetery where
famous Russian and Soviet composers, artists
and w...
International Sites – B2C
Coca Cola

(c) Jan Klin & Associates 2013
International Sites – B2B
 See IBM – Planet wide
– http://www.ibm.com/planetwide/select/selector.html
– See locations whi...
Register with
Google Webmaster Central (GWC)

(c) Jan Klin & Associates 2013
www.mantracourt.co.uk

 Supplier of advanced
instrumentation
– Strain gauges, wireless
telemetry, signal
converters
– For...
The solution..
 .co.uk site offers limited
worldwide visibility
– Local has high relevance to
search engines

 Transfer ...
Mantracourt solution

 Professionally
produced main
language pages for
each country
 Auto translate on
other pages

(c) ...
Auto translation is not perfect!

(c) Jan Klin & Associates 2013
Country specific top level domains

(c) Jan Klin & Associates 2013
www.manacad.com – foreign language
‘landing pages’ add metatags

(c) Jan Klin & Associates 2013
Different languages on the same domain
www.pneumat-europe.com

(c) Jan Klin & Associates 2013
(c) Jan Klin & Associates 2013
www.quatchem.com
-captures worldwide english language searces

(c) Jan Klin & Associates 2013
What do we need to do?
 Decide on approach – landing pages, separate sites, one domain,
a mixture?

 Translate pages and...
Webmaster Tools for Geo-targeting
 See example at
Google Webmaster
Tools…

 http://support.google.com/
webmasters/bin/an...
Webmaster Tools for Geo-targeting
 See following posts on International SEO…
– http://www.janklin.com/blog/bid/177990/Int...
Geo-targeting from Google

(c) Jan Klin & Associates 2013
 Marketing Internationally and the
Web
Link Building/Content Marketing Strategies

(c) Jan Klin & Associates 2013
Content Marketing
aka – Link Building

(c) Jan Klin & Associates 2013
Link Building Strategies or
Content Marketing?


Why is link building important?

1. Links from other sites to ours
gener...
The SEO Process and
Domain Authority (DA)


Do on page SEO work first – then a ranking check to see where you
are positio...
http://www.opensiteexplorer.org
– to check your links and DA

(c) Jan Klin & Associates 2013
Check you Domain Authority

(c) Jan Klin & Associates 2013
Natural links are a by-product of
good content marketing…
 Attracting links via your blog
 Distributing press releases
...
Consistent link building over 2 yrs
quadruples traffic

(c) Jan Klin & Associates 2013
Link Building Post Penguin
 Don’t buy links
 Don’t contract with link builders who use link
farms
 Don’t get involved i...
Where do links come from?
www.touchgraph.com for link targets
 Directories
– General
– Industry specific
– Some free some...
Europages – An Effective European
Business Directory

(c) Jan Klin & Associates 2013
www.alibaba.com – worlds largest
B2B Directory

(c) Jan Klin & Associates 2013
A great free tool
….https://ahrefs.com/

(c) Jan Klin & Associates 2013
Anchor Text
Example

<a

(c) Jan Klin & Associates 2013

href="http://www.youreventsltd.com">Exclusive Wedding Planners <...
Where do these links come from?
PR (‘Public Relations’) Sites
 PR Directories
 Examples
–
–
–
–
–

PRWeb
PR World
Market...
Ensure Press Releases get Anchor text based
links back to website

(c) Jan Klin & Associates 2013
www.dgcos.org.uk
 Using
Logos/accreditations to
get backlinks
 Logo gets sent to
accredited members to
afix to their web...
Use fusion tables in google docs to
visualise competitor links
http://www.google.com/fusiontables/Home/
example

(c) Jan K...
Content outreachPresent your content to relevant blogs

(c) Jan Klin & Associates 2013
www.janklin.com – free lessons



http://www.janklin.com/blog/l
esson-7-link-building-1



http://www.janklin.com/blog/l...
Redesigning an existing website Preserving Page Rank


The inner ‘Page Rank’
equity has to be preserved



5th item down...
Search Engine friendly
Redirection -301’s
 301 redirects tell google bot that one page should
be permanently redirected t...
Social Media Marketing

(c) Jan Klin & Associates 2013
SEO and Social Media
 Social media sites show up in
search results (Google
Universal Search)
 Social Media activity is a...
Alexa.com – top sites worldwide

(c) Jan Klin & Associates 2013
See the top visited sites around
the world – 120 countries – top 100 sites

(c) Jan Klin & Associates 2013
Social Media and International
Marketing
 Important in its own right – Facebook, Twitter,
Youtube, Google Plus, etc
 Has...
Is Social Media relevant to your
international marketing?
 Specially relevant to ‘BRIC’ countries …see….
 http://searche...
Weibo.com
 China’s Facebook and Twitter hybrid

(c) Jan Klin & Associates 2013
What can we use Social Media for?
 Brand awareness
 Brand advocacy
 Generating traffic and sales
 Customer service and...
Sales Funnel and
Inbound Marketing

No interest

 Accepts that we want to
communicate with
people at each stage of
the pr...
Blogging –

the ‘glue’ binding
Inbound Marketing

(c) Jan Klin & Associates 2013
A typical blog….
Put your blog at the epicentre of your
social media and web marketing

(c) Jan Klin & Associates 2013
Benefits of a Good Blog
 Good way to keep in touch with your audience
– Rss, email, bookmarking

 Integrated Blog (eg Wo...
Linking your
digital assets

(c) Jan Klin & Associates 2013
Social Networking sites
(eg Facebook)

Submit to
article sites

Syndicate content to
other blogs

Microblogging sites
(eg ...
A passion for Dinosaurs…
http://blog.everythingdinosaur.com/
 Blogs every day
 Auto linked with Social
media – FB, YouTu...
www.everythingdinosaur.com

(c) Jan Klin & Associates 2013
Blogging and SM combined
Good for search engines too!

David Karp – founder and CEO
(c) Jan Klin & Associates 2013
(c) Jan Klin & Associates 2013
Facebook and Marketing
 Over 950 million active
users
 Adding users at the rate of
250,000 per day
 Top Social Search E...
What can I do on Facebook?
 Set up a business page
– Build a fan base, get found by search

 Advertise directly
 Set up...
Carpenteroak- Facebook for
promotion

(c) Jan Klin & Associates 2013
Business Pages- Develop your
visibility
 Create an engaging business
page
– Events, videos, discussions,
photos, blog art...
Advertise directly

(c) Jan Klin & Associates 2013
Advertise Directly
 Target by gender,age, location,
keywords…
 Use ‘pay per click’ or ‘pay per view’
– Low click through...
Google Plus – Serious Facebook
competition?



350 million users now signed up



Similar functionality to FBook



Goo...
Use ‘circles’ to segment your
audience
 Eg have a circle for
training course
attendees
 people who have
signed up for em...
Cloggs ,Social Media and Brand
Development

Helps with search engines



Started Sept 2009



3 in house members of mark...
Cloggs and Social Media


Use quizzes and competitions to engage
fans and fans fans – eg ‘Edgerank’



Encourage people ...
What determines what I see in my
‘top news’ feed? – Edgerank Algorithm

(c) Jan Klin & Associates 2013
My last visit to Facebook

(c) Jan Klin & Associates 2013
What determines your
position? – Edgerank algorithm

(c) Jan Klin & Associates 2013
Edgerank Algorithm
 95% of Facebook users use ‘top news’

– Clearly if you want top visibility for your brand
you need to...
Lots of ‘likes’ but how important is that?

(c) Jan Klin & Associates 2013
Lots of interaction to engage fans,
increase affinity and increase sales


Encourage interaction



Add free downloads o...
Facebook France

(c) Jan Klin & Associates 2013
Facebook Germany

(c) Jan Klin & Associates 2013
Cloggs also use Pinterest….
400 followers ,72 boards for brands, 1442 pins

(c) Jan Klin & Associates 2013
LinkedIn
 50 million users in Europe, Business
focussed
 Set up a profile
– And get found

 Set up connections with oth...
LinkedIn – participate in groups
-or set up your own

(c) Jan Klin & Associates 2013
Set up your Linkedin profile
-make it comprehensive so you get found

(c) Jan Klin & Associates 2013
Set up a business page

-Showcase your products
-Company updates
-announcements
-new services
-communicate directly with y...
Linkedin Lessons for free!
Learn how to become a LinkedIn marketing expert at
www.janklin.com/blog


Lesson 1:The Foundat...
Advertise – on a PPC basis


Target By: -



Job Title “Patent Attorney” or
“Sr. Laboratory Technician” or
"Registered N...
Twitter - Microblogging

 Twitter and
promotion
 Twitter and real
time search

(c) Jan Klin & Associates 2013
Twitter and Promotion
 Promotion of your
products, websites,
events…..
 140 characters BUT
links back to more
detailed c...
Use Twitter to promote latest
music and games

(c) Jan Klin & Associates 2013
Use Twitter to promote latest
products and pricing

(c) Jan Klin & Associates 2013
Cloggs-Twitter France

(c) Jan Klin & Associates 2013
Carpenteroak –using twitter for
promotion

(c) Jan Klin & Associates 2013
What not to do?….

(c) Jan Klin & Associates 2013
Twitter for Business Leads
 Searches for tweets
relating to pitch
marking
 Responds to
situations requiring
product supp...
Engaging with the influencers

(c) Jan Klin & Associates 2013
Twitter for Business Leads
 Searches for tweets
relating to play
equipment
 Responds to
situations requiring
product sup...
YouTube and Video


Now the number 2
search engine



Promote your products
via YouTube and other
video upload sites


...
(c) Jan Klin & Associates 2013
www.Blacksheepwools.com



Set up you own channel – you
may get invited to become a
partner



Invite people to subscrib...
Set up your own channel
and optimise your clips…

(c) Jan Klin & Associates 2013
Posted in other languages…

(c) Jan Klin & Associates 2013
Video SEO guidelines
-Posted
 Ensure video is tagged with relevant keywords
 Ensure it is in the most appropriate catego...
www.socialmention.com

(c) Jan Klin & Associates 2013
UKTI mentions

(c) Jan Klin & Associates 2013
 Marketing Internationally and the
Web
– Pay per Click Advertising –Module 6

(c) Jan Klin & Associates 2013
Pay per Click Advertising

(&PPC)

(c) Jan Klin & Associates 2013
– Search Marketing – Maximising your position in the hitlist
– Click throughs dissipate as we move down the list

33%

of...
Search in the Travel Business

(c) Jan Klin & Associates 2013
Search in the Travel Business

(c) Jan Klin & Associates 2013
Google Adwords

(c) Jan Klin & Associates 2013
What determines your ads position?

 Bid price
 Advert effectiveness
 Landing page quality

(c) Jan Klin & Associates 2...
WHY USE PAY PER CLICK?
 Capture many – 100’s, 1000’s of keyphrases
– No website changes like optimisation
 For short ter...
Tap into overseas markets

(c) Jan Klin & Associates 2013
www.villaretreats.com/ru
 A series of
Russian
landing pages
for luxury
villas
 PPC on
Google and
Yandex
 SEO for these
...
Capture The Long Tail

Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’

(c) Ja...
Capture the ‘long tail’
-200,000 keyphrases
Targeted
-65,000 alone for boilers
-long tail phrases – ‘worcester
Greenstar 2...
www.spyfu.com

(c) Jan Klin & Associates 2013
How pay-per-click works
Title &
Description
Targeting

Search Term
Research &
Targeting

Drives
Quantities
of Leads

Drive...
https://adwords.google.co.uk/select/KeywordToolExternal

(c) Jan Klin & Associates 2013
Do’s and Dont’s

•Choose titles and
descriptions that are
relevant to the search
•Strong ‘call to action’
•Repeat search t...
Do’s and Dont’s

•The ad links directly to the
relevant landing page

(c) Jan Klin & Associates 2013
Do’s and Dont’s
•Choose titles and descriptions that are
relevant to the search
•Strong ‘call to action’
•Repeat search te...
An Ideal Landing Page…
www.free-employer-advice.co.uk

(c) Jan Klin & Associates 2013
Landing Pages
 Its not just the home
page which needs to
engage your audience
 Pages searchers and
browsers land on whic...
An Ideal Landing Page…
www.free-employer-advice.co.uk

-Many ‘calls to action’
-Include words which
reflect what has been
...
For a copy of the slides….
 Just email – jan@janklin.com
 01928 788100
 07946 513521
(c) Jan Klin & Associates 2013
Upcoming SlideShare
Loading in...5
×

Uktinw&yorks online marketing-oct2013

956

Published on

International SEO

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
956
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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
  • &lt;number&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.
  • 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
  • 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 "Uktinw&yorks online marketing-oct2013"

    1. 1.  International Search Marketing for Export Success – incorporating Social Media Marketing Jan Klin Jan Klin & Associates 01928 788100 07946 513521 jan@janklin.com www.janklin.com (c) Jan Klin & Associates 2013
    2. 2. (c) Jan Klin & Associates 2013
    3. 3. What we’ll cover…  SEO – Search Engine Optimisation – Local and international  Pay per Click Advertising  Links, internationlisation and localisation  Website translation options  Social Media Marketing – Facebook, Twitter, Youtube, Blogging (c) Jan Klin & Associates 2013
    4. 4. SEO -Still the main method.. (c) Jan Klin & Associates 2013
    5. 5.  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 2013
    6. 6. 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 (c) Jan Klin & Associates 2013
    7. 7. Use www.searchenginecolossus.com to submit to country specific search engines (c) Jan Klin & Associates 2013
    8. 8. Submitting to Yandex  http://webmaster.yandex.ru/addurl.xml (c) Jan Klin & Associates 2013
    9. 9. http://gs.statcounter.com (c) Jan Klin & Associates 2013
    10. 10. SEO in Business to Business (c) Jan Klin & Associates 2013
    11. 11. SEO in Business to Consumer (c) Jan Klin & Associates 2013
    12. 12. The French Site (c) Jan Klin & Associates 2013
    13. 13. SEO in High Tech SEO success in High Tech Manufacturing (c) Jan Klin & Associates 2013
    14. 14. SEO success in High Tech (c) Jan Klin & Associates 2013
    15. 15. Google – ‘Universal Search’ and DAO (Digital Assets Optimisation) Content retrieved from: Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedIn MySpace, video ,etc (c) Jan Klin & Associates 2013
    16. 16. Google Places – before -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 2013
    17. 17. Google Local - After (c) Jan Klin & Associates 2013
    18. 18. Google Base – shopping results - Before (c) Jan Klin & Associates 2013
    19. 19. Google Shopping- After (c) Jan Klin & Associates 2013
    20. 20. Strategy and Process 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 (c) Jan Klin & Associates 2013
    21. 21. The Spidering Process (c) Jan Klin & Associates 2013
    22. 22. 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 2013
    23. 23. HTML Sitemap (c) Jan Klin & Associates 2013
    24. 24. Register with Google Webmaster Central (GWC) (c) Jan Klin & Associates 2013
    25. 25. 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……. (c) Jan Klin & Associates 2013
    26. 26. 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 2013
    27. 27. Strategy and Process 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 (c) Jan Klin & Associates 2013
    28. 28. Strategy and Process  The right keywords or keyphrases are the starting point for our strategy 50%  Traffic from a variety of uncommon phrases? – Eg ‘marketing training courses Manchester’ 40% 30% 30% 24% 22% 20% 15% 9% 10%  One big win on a major phrase? 9% 0% 1 word 2 3 4 5 6 words words words words words – Eg ‘Training courses’ – ‘personal loans’ (c) Jan Klin & Associates 2013
    29. 29. 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 (c) Jan Klin & Associates 2013
    30. 30. 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 (c) Jan Klin & Associates 2013
    31. 31. https://adwords.google.co.uk/select/KeywordToolExternal Nowadays you need to have a Google account to get this information (c) Jan Klin & Associates 2013
    32. 32. 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 2013
    33. 33. 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 (c) Jan Klin & Associates 2013
    34. 34. What do you do if there’s no direct translation?  “City breaks” has no direct equivalent in: – French – German – Dutch – Spanish – Italian (c) Jan Klin & Associates 2013
    35. 35. Using Google’s autosuggest   Another input into keyword analysis See what gets suggested and include if relevant BUT  Be aware of personalisation skewing – Results shown will reflect previous click through activity (c) JanJan Klin & Associates 2013 2013 (c) Klin & Associates
    36. 36. Analytics and keywords (c) Jan Klin & Associates 2013
    37. 37. (c) Jan Klin & Associates 2013
    38. 38. (c) Jan Klin & Associates 2013
    39. 39. Strategy and Process 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 (c) Jan Klin & Associates 2013
    40. 40. 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 2013
    41. 41. Textual content is King  There is no substitute for good ‘keyword rich’ content – At least 200-250 words – Content semantically related to keywords (LSI)  Eg, valentine, love, hearts, romance  Focus on natural writing of copy  Add new relevant content as often as you can – Use pdf’s, word documents – New pages with related content – eg history, background, instructions (c) Jan Klin & Associates 2013
    42. 42. 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 2013
    43. 43. 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 2013
    44. 44. 2nd only to Wikipedia! (c) Jan Klin & Associates 2013
    45. 45. Google Hummingbird Update  Even more emphasis on high quality content  More focus on ‘long tail phrases’ and user intent – Eg ‘How do I install a combi boiler in my house’  Maybe less focus on keyword matching  More detail here… – http://www.janklin.com/blog/yetanother-major-google-update (c) Jan Klin & Associates 2013
    46. 46. www.asgservices.co.uk (c) Jan Klin & Associates 2013
    47. 47. Capturing content below the scroll (c) Jan Klin & Associates 2013
    48. 48. www.aardvarksafaris.com (c) Jan Klin & Associates 2013
    49. 49. (c) Jan Klin & Associates 2013
    50. 50. (c) Jan Klin & Associates 2013
    51. 51. Even Busy Ecommerce sites! (c) Jan Klin & Associates 2013
    52. 52. 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.  Be aware of Hummingbird – Include long tail phrases, synonyms, syntactically related phrases  Be aware of different types of intent – navigational, informational , transactional  The phrases can be included in:– The main text – Header tags (h1, h2 etc), in-text links, navigation links, ‘alt’ tags (c) Jan Klin & Associates 2013
    53. 53. Strategy and Process 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 (c) Jan Klin & Associates 2013
    54. 54. Meta Tags – The Title tag (c) Jan Klin & Associates 2013
    55. 55. Meta Tags – The Title tag (c) Jan Klin & Associates 2013
    56. 56. Different Pages Optimised for Different Keyphrases (c) Jan Klin & Associates 2013
    57. 57. 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 listing Source: Marketing Sherpa Study, August 2005 (c) Jan Klin & Associates 2013
    58. 58. Meta Tags Keyword and Description tags (c) Jan Klin & Associates 2013
    59. 59. www.asgservices.co.uk – H1 tag (c) Jan Klin & Associates 2013
    60. 60. Optimising your MetadataImportant 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 2013
    61. 61. 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 2013
    62. 62. Strategy and Process 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 (c) Jan Klin & Associates 2013
    63. 63. 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 2013
    64. 64. Strategy and Process 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 (c) Jan Klin & Associates 2013
    65. 65. Google Analytics – free and comprehensive (c) Jan Klin & Associates 2013
    66. 66. Language and country traffic (c) Jan Klin & Associates 2013
    67. 67.  More on international SEO and localisation… (c) Jan Klin & Associates 2013
    68. 68. Websites and Localisation – Why bother with translation? www.cilt.org.uk (c) Jan Klin & Associates 2013
    69. 69. 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  ECR service is useful here (c) Jan Klin & Associates 2013
    70. 70. Mistranslation Examples  “Please dial 7 to retrieve your auto from the garbage” Mistranslation: Hotel Rome (c) Jan Klin & Associates 2013
    71. 71. Mistranslation Examples  “Why go somewhere else to be cheated when you can come here” Mistranslation: Indian shop window (c) Jan Klin & Associates 2013
    72. 72. Mistranslation Examples  “Please hang yourself here” Mistranslation: Hotel cloakroom, Berlin (c) Jan Klin & Associates 2013
    73. 73. Mistranslation Examples  “Nothing sucks like an Electrolux” Mistranslation: Ad targeting the US (c) Jan Klin & Associates 2013
    74. 74. 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 2013
    75. 75. International Sites – B2C Coca Cola (c) Jan Klin & Associates 2013
    76. 76. International Sites – B2B  See IBM – Planet wide – http://www.ibm.com/planetwide/select/selector.html – See locations which prefer English (c) Jan Klin & Associates 2013
    77. 77. Register with Google Webmaster Central (GWC) (c) Jan Klin & Associates 2013
    78. 78. www.mantracourt.co.uk  Supplier of advanced instrumentation – Strain gauges, wireless telemetry, signal converters – For marine, automotive, engineering sectors  Main Objective – Increase the volume of worldwide enquiries – in English and foreign languages (c) Jan Klin & Associates 2013
    79. 79. The solution..  .co.uk site offers limited worldwide visibility – Local has high relevance to search engines  Transfer site to .com  Set geotargeting to worldwide – otherwise hosting skewed  Produce foreign language web pages (c) Jan Klin & Associates 2013
    80. 80. Mantracourt solution  Professionally produced main language pages for each country  Auto translate on other pages (c) Jan Klin & Associates 2013
    81. 81. Auto translation is not perfect! (c) Jan Klin & Associates 2013
    82. 82. Country specific top level domains (c) Jan Klin & Associates 2013
    83. 83. www.manacad.com – foreign language ‘landing pages’ add metatags (c) Jan Klin & Associates 2013
    84. 84. Different languages on the same domain www.pneumat-europe.com (c) Jan Klin & Associates 2013
    85. 85. (c) Jan Klin & Associates 2013
    86. 86. www.quatchem.com -captures worldwide english language searces (c) Jan Klin & Associates 2013
    87. 87. 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 2013
    88. 88. 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 2013
    89. 89. Webmaster Tools for Geo-targeting  See following posts on International SEO… – http://www.janklin.com/blog/bid/177990/International-SEO – http://www.janklin.com/blog/bid/178998/International-SEORefinements-and-Translation-Options  Set up xml sitemaps for each country version of your site… – Eg (c) Jan Klin & Associates 2013
    90. 90. Geo-targeting from Google (c) Jan Klin & Associates 2013
    91. 91.  Marketing Internationally and the Web Link Building/Content Marketing Strategies (c) Jan Klin & Associates 2013
    92. 92. Content Marketing aka – Link Building (c) Jan Klin & Associates 2013
    93. 93. Link Building Strategies or Content 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 2013
    94. 94. The SEO Process and Domain Authority (DA)  Do on page SEO work first – then a ranking check to see where you are positioned  The only remaining variable to improve to increase rankings is your domain authority  What is domain authority (DA)? – what is yours? – What is your competitors?  DA is mainly a function of backlinks into your site ( and domain age to a certain extent)  The gap between your DA and your competitors DA can be closed by link building (c) Jan Klin & Associates 2013
    95. 95. http://www.opensiteexplorer.org – to check your links and DA (c) Jan Klin & Associates 2013
    96. 96. Check you Domain Authority (c) Jan Klin & Associates 2013
    97. 97. Natural links are a by-product of good content marketing…  Attracting links via your blog  Distributing press releases  Article distribution (careful!)  News stories  Social media bookmarking sites  Etc, etc (c) Jan Klin & Associates 2013
    98. 98. Consistent link building over 2 yrs quadruples traffic (c) Jan Klin & Associates 2013
    99. 99. 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 2013
    100. 100. 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 2013
    101. 101. Europages – An Effective European Business Directory (c) Jan Klin & Associates 2013
    102. 102. www.alibaba.com – worlds largest B2B Directory (c) Jan Klin & Associates 2013
    103. 103. A great free tool ….https://ahrefs.com/ (c) Jan Klin & Associates 2013
    104. 104. Anchor Text Example <a (c) Jan Klin & Associates 2013 href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>
    105. 105. 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 2013
    106. 106. Ensure Press Releases get Anchor text based links back to website (c) Jan Klin & Associates 2013
    107. 107. 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 2013
    108. 108. Use fusion tables in google docs to visualise competitor links http://www.google.com/fusiontables/Home/ example (c) Jan Klin & Associates 2013
    109. 109. Content outreachPresent your content to relevant blogs (c) Jan Klin & Associates 2013
    110. 110. 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 2013
    111. 111. 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 2013
    112. 112. 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-yourwebsite-and-search-engine.html (c) Jan Klin & Associates 2013
    113. 113. Social Media Marketing (c) Jan Klin & Associates 2013
    114. 114. 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 2013
    115. 115. Alexa.com – top sites worldwide (c) Jan Klin & Associates 2013
    116. 116. See the top visited sites around the world – 120 countries – top 100 sites (c) Jan Klin & Associates 2013
    117. 117. Social Media and International Marketing  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 2013
    118. 118. Is Social Media relevant to your international marketing?  Specially relevant to ‘BRIC’ countries …see….  http://searchenginewatch.com/article/2064597/InternationalSocial-Media-Marketing-Addressing-Cultural-Quirks (c) Jan Klin & Associates 2013
    119. 119. Weibo.com  China’s Facebook and Twitter hybrid (c) Jan Klin & Associates 2013
    120. 120. 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 2013
    121. 121. Sales Funnel and Inbound Marketing No interest  Accepts that we want to communicate with people at each stage of the process  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 2013
    122. 122. Blogging – the ‘glue’ binding Inbound Marketing (c) Jan Klin & Associates 2013
    123. 123. A typical blog…. Put your blog at the epicentre of your social media and web marketing (c) Jan Klin & Associates 2013
    124. 124. 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 2013
    125. 125. Linking your digital assets (c) Jan Klin & Associates 2013
    126. 126. Social Networking sites (eg Facebook) Submit to article sites Syndicate content to other blogs Microblogging sites (eg Twitter) Video sites (eg YouTube) Your Blog -articles -Press releases -Lessons -reviews -guides …… PR sites (eg PRweb.com) RSS to others Social Bookmarking sites (eg delicious.com ) Email to contact database (c) Jan Klin & Associates 2013
    127. 127. A passion for Dinosaurs… http://blog.everythingdinosaur.com/  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 2013
    128. 128. www.everythingdinosaur.com (c) Jan Klin & Associates 2013
    129. 129. Blogging and SM combined Good for search engines too! David Karp – founder and CEO (c) Jan Klin & Associates 2013
    130. 130. (c) Jan Klin & Associates 2013
    131. 131. Facebook and Marketing  Over 950 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 2013
    132. 132. 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 2013
    133. 133. Carpenteroak- Facebook for promotion (c) Jan Klin & Associates 2013
    134. 134. Business Pages- Develop your visibility  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 2013
    135. 135. Advertise directly (c) Jan Klin & Associates 2013
    136. 136. 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 2013
    137. 137. Google Plus – Serious Facebook competition?  350 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 2013
    138. 138. Use ‘circles’ to segment your audience  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 2013
    139. 139. 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 43000 fans, and 10000 followers  Do weekly blogging  Traffic conversions from web visitors slightly higher than search marketing (c) Jan Klin & Associates 2013
    140. 140. 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 £30k 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 2013
    141. 141. What determines what I see in my ‘top news’ feed? – Edgerank Algorithm (c) Jan Klin & Associates 2013
    142. 142. My last visit to Facebook (c) Jan Klin & Associates 2013
    143. 143. What determines your position? – Edgerank algorithm (c) Jan Klin & Associates 2013
    144. 144. 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 2013
    145. 145. Lots of ‘likes’ but how important is that? (c) Jan Klin & Associates 2013
    146. 146. 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 2013
    147. 147. Facebook France (c) Jan Klin & Associates 2013
    148. 148. Facebook Germany (c) Jan Klin & Associates 2013
    149. 149. Cloggs also use Pinterest…. 400 followers ,72 boards for brands, 1442 pins (c) Jan Klin & Associates 2013
    150. 150. LinkedIn  50 million users in Europe, 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 2013
    151. 151. LinkedIn – participate in groups -or set up your own (c) Jan Klin & Associates 2013
    152. 152. Set up your Linkedin profile -make it comprehensive so you get found (c) Jan Klin & Associates 2013
    153. 153. Set up a business page -Showcase your products -Company updates -announcements -new services -communicate directly with your followers (c) Jan Klin & Associates 2013
    154. 154. Linkedin Lessons for free! Learn how to become a LinkedIn marketing expert at www.janklin.com/blog  Lesson 1:The Foundations – setting up an effective profile – http://www.janklin.com/blog/becoming-a-linkedin-power-userpart-1  Lesson 2: Understanding the difference between LinkedIn Company Pages and Facebook Fan Pages – http://www.janklin.com/blog/understanding-linkedin-companypages  Lesson 3:How to use the latest features in LindeIn to get sales leads  Lesson 4: How LinkenIn can really help your SEO  Lesson 5: How LinkedIn Groups can help you grow your business (c) Jan Klin & Associates 2013
    155. 155. 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 “5001000" 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 2013
    156. 156. Twitter - Microblogging  Twitter and promotion  Twitter and real time search (c) Jan Klin & Associates 2013
    157. 157. 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 2013
    158. 158. Use Twitter to promote latest music and games (c) Jan Klin & Associates 2013
    159. 159. Use Twitter to promote latest products and pricing (c) Jan Klin & Associates 2013
    160. 160. Cloggs-Twitter France (c) Jan Klin & Associates 2013
    161. 161. Carpenteroak –using twitter for promotion (c) Jan Klin & Associates 2013
    162. 162. What not to do?…. (c) Jan Klin & Associates 2013
    163. 163. Twitter for Business Leads  Searches for tweets relating to pitch marking  Responds to situations requiring product supply to generate business opportunities (c) Jan Klin & Associates 2013
    164. 164. Engaging with the influencers (c) Jan Klin & Associates 2013
    165. 165. 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 2013
    166. 166. 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 2013
    167. 167. (c) Jan Klin & Associates 2013
    168. 168. 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 2013
    169. 169. Set up your own channel and optimise your clips… (c) Jan Klin & Associates 2013
    170. 170. Posted in other languages… (c) Jan Klin & Associates 2013
    171. 171. 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 2013
    172. 172. www.socialmention.com (c) Jan Klin & Associates 2013
    173. 173. UKTI mentions (c) Jan Klin & Associates 2013
    174. 174.  Marketing Internationally and the Web – Pay per Click Advertising –Module 6 (c) Jan Klin & Associates 2013
    175. 175. Pay per Click Advertising (&PPC) (c) Jan Klin & Associates 2013
    176. 176. – 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 2013
    177. 177. Search in the Travel Business (c) Jan Klin & Associates 2013
    178. 178. Search in the Travel Business (c) Jan Klin & Associates 2013
    179. 179. Google Adwords (c) Jan Klin & Associates 2013
    180. 180. What determines your ads position?  Bid price  Advert effectiveness  Landing page quality (c) Jan Klin & Associates 2013
    181. 181. 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 2013
    182. 182. Tap into overseas markets (c) Jan Klin & Associates 2013
    183. 183. www.villaretreats.com/ru  A series of Russian landing pages for luxury villas  PPC on Google and Yandex  SEO for these engines also (c) Jan Klin & Associates 2013
    184. 184. Capture The Long Tail Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’ (c) Jan Klin & Associates 2013
    185. 185. 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 2013
    186. 186. www.spyfu.com (c) Jan Klin & Associates 2013
    187. 187. How pay-per-click works Title & Description Targeting Search Term Research & Targeting Drives Quantities of Leads Drives Quality of Leads Drives Conversions (c) Jan Klin & Associates 2013 Landing Page Targeting
    188. 188. https://adwords.google.co.uk/select/KeywordToolExternal (c) Jan Klin & Associates 2013
    189. 189. 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 2013
    190. 190. Do’s and Dont’s •The ad links directly to the relevant landing page (c) Jan Klin & Associates 2013
    191. 191. 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 the relevant landing page (c) Jan Klin & Associates 2013
    192. 192. An Ideal Landing Page… www.free-employer-advice.co.uk (c) Jan Klin & Associates 2013
    193. 193. 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 2013
    194. 194. 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 2013
    195. 195. For a copy of the slides….  Just email – jan@janklin.com  01928 788100  07946 513521 (c) Jan Klin & Associates 2013
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×