Uktiyorks huddersfield-2

 International Digital Marketing

– Expanding your Worldwide Visibility

Jan Klin
Jan Klin & Associates
01928 788100
07946 513521
jan@janklin.com
www.janklin.com

(c) Jan Klin & Associates 2014

Using the Web to Develop your Brand
 ‘ Like it or not, nowadays people will judge
the quality of your products and your
company by the quality of your website’
– Jakob Nielsen, web design guru


www.antarcticabound.com


www.quatchem.com


What else do we need to consider
about our website?
 Translations
– All site or partial

 Localisation
– Cultural issues

 Search engine issues
– Country domains or .com, hosting issues

Websites and Localisation

 Web localisation is not
just translation
 Site needs to reflect
local cultural needs
 Images and text need
to be sympathetic to
local cultural
expectations


Websites and Localisation


Some images may be offensive – eg open palms in Greece



Protocol: Certain cultural subtleties will need to be observed, such as
presenting the male on the left in Asian family pictures, and showing only
one child in Chinese



Numbers: Can be problematic, eg “4” in Japanese, and various numbers in
Chinese



Colour associations – green has religious connotations in Islamic countries,
black is sombre /mourning in most countries but white has same meaning in
Japan, names written in red in Korea mean the person is dead



Not just translation – nuances of language and appreciation of cultural
tastes and taboos
– Localised in terms of currencies, business practices, laws, regulation and
taxes, iconography, colour association, technology available


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
 Use UKTI services for
website localisation
– ECR services


International Sites – B2C
Coca Cola


World languages by size


Mistranslation Examples

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



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

Mistranslation: Indian shop window



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



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



 “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


SEO -Still the main method..


 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


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


Use www.searchenginecolossus.com
to submit to country specific search engines


http://gs.statcounter.com


Best practice SEO 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


A common scenario….
which you need to check for







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…….


Setting geographic target in
Google Webmaster Tools
Click cog in right hand corner – then choose ‘site settings’ from dropdown;
then choose country or ‘unlisted’ in dropdown menu


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

Strategy
and Process
2.


– Utilise correct ‘keyword density’
– Check/correct internal linking


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’


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


https://adwords.google.co.uk/select/KeywordToolExternal
Nowadays you need to have a Google account to get this information


What do you do if there’s no direct
translation?
 “City breaks” has no direct
equivalent in:
– French
– German
– Dutch
– Spanish
– Italian

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 2014
(c) Klin & Associates

Analytics and keywords


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


You’ll need translated pages if you want
to capture foreign language searches


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


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)


2nd only to Wikipedia!


www.asgservices.co.uk


Capturing content below the scroll


www.aardvarksafaris.com
www.aardvarksafaris.co.uk


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


Strategy
and Process
2.


 Title tag, description tag, keyword tag,
 H1 Tag (see lloyd and Asg)


Meta Tags – The Title tag


Different Pages Optimised for Different
Keyphrases


Meta Tags
Keyword and Description tags


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


Google Analytics – free and
comprehensive


Language and country traffic


 More on international SEO


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


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


Mantracourt solution

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


Auto translation is not perfect!


Country specific top level domains


Different languages on the same domain
www.pneumat-europe.com


www.quatchem.com
-captures worldwide english language searces


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


Webmaster Tools for Geo-targeting
 See example at
Google Webmaster
Tools…

 http://support.google.com/webmasters/bin/answer.py?hl=en&answer=


More help with 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-SEO-Refinements-an

 Set up xml sitemaps for each country version of your site…
– Eg


Geo-targeting from Google


 Marketing Internationally and the
Web
Link Building/Content Marketing Strategies


Content Marketing
aka – Link Building


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


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

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


http://www.opensiteexplorer.org
– to check your links and DA


Check you Domain Authority


Europages – An Effective European
Business Directory


www.alibaba.com – worlds largest
B2B Directory


Where do these links come from?
PR (‘Public Relations’) Sites
 PR Directories
 Examples
–
–
–
–
–

PRWeb
PR World
Marketwire
Business Wire
PR Newswire

Ensure Press Releases get Anchor text based
links back to website


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


Content outreachPresent your content to relevant blogs


www.janklin.com – free lessons



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



http://www.janklin.com/blog/lesson-10-link-building-2


Social Media Marketing


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


Alexa.com – top sites worldwide


See the top visited sites around
the world – 120 countries – top 100 sites


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

Weibo.com
 China’s Facebook and Twitter hybrid


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

Blogging –

the ‘glue’ binding
Inbound Marketing


A typical blog….
Put your blog at the epicentre of your
social media and web marketing


Linking your
digital assets


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


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


www.everythingdinosaur.com


Blogging and SM combined
Good for search engines too!


Facebook and Marketing
 Over 1.25 billion active
users
 Adding users at the rate of
250,000 per day
 Top Social Search Engine
 Largest Social media site


Carpenteroak- Facebook for
promotion


Advertise directly


Lots of ‘likes’ generated through advertising


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


Cloggs ,Social Media and Brand
Development


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


Facebook France


Facebook Germany


My last visit to Facebook


Cloggs also use Pinterest….
400 followers ,72 boards for brands, 1442 pins


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

LinkedIn – participate in groups
-or set up your own


Set up your Linkedin profile
-make it comprehensive so you get found


Set up a business page

-Showcase your products
-Company updates
-announcements
-new services
-communicate directly with your followers

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-user-part-1



Lesson 2: Understanding the difference between LinkedIn Company
Pages and Facebook Fan Pages
– http://www.janklin.com/blog/understanding-linkedin-company-pages



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


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"











Twitter - Microblogging

 Twitter and
promotion
 Twitter and real
time search


Use Twitter to promote latest
music and games


Use Twitter to promote latest
products and pricing


Cloggs-Twitter France


Carpenteroak –using twitter for
promotion


Twitter for Business Leads
 Searches for tweets
relating to pitch
marking
 Responds to
situations requiring
product supply to
generate business
opportunities

Engaging with the influencers


Twitter for Business Leads
 Searches for tweets
relating to play
equipment
 Responds to
situations requiring
product supply to
generate business
opportunities

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


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


Set up your own channel
and optimise your clips…


Posted in other languages…


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


Pay per Click Advertising

(&PPC)


– 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


Search in the Travel Business


Google Adwords


What determines your ads position?

 Bid price
 Advert effectiveness
 Landing page quality


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

Tap into overseas markets


www.villaretreats.com/ru
 A series of
Russian
landing pages
for luxury
villas
 PPC on
Google and
Yandex
 SEO for these
engines also


Capture The Long Tail

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


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


How pay-per-click works
Title &
Description
Targeting

Search Term
Research &
Targeting

Drives
Quantities
of Leads

Drives
Quality of
Leads

Drives
Conversions


Landing Page
Targeting

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


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


Do’s and Dont’s

•The ad links directly to the
relevant landing page


For a copy of the slides….
 Just email – jan@janklin.com
 01928 788100
 07946 513521

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