 International Digital Marketing

– Expanding your Worldwide Visibility

Jan Klin
Jan Klin & Associates
01928 788100
0794...
Using the Web to Develop your Brand
 ‘ Like it or not, nowadays people will judge
the quality of your products and your
c...
www.antarcticabound.com

(c) Jan Klin & Associates 2014
www.quatchem.com

(c) Jan Klin & Associates 2014
What else do we need to consider
about our website?
 Translations
– All site or partial

 Localisation
– Cultural issues...
Websites and Localisation

 Web localisation is not
just translation
 Site needs to reflect
local cultural needs
 Image...
Websites and Localisation


Some images may be offensive – eg open palms in Greece



Protocol: Certain cultural subtlet...
An example
www.noisekiller.co.uk
 European focus with Italian
distributor
 Part of website translated
into Italian
 Use...
International Sites – B2C
Coca Cola

(c) Jan Klin & Associates 2014
World languages by size

(c) Jan Klin & Associates 2014
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...
(c) Jan Klin & Associates 2014
SEO -Still the main method..

(c) Jan Klin & Associates 2014
 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 2014
http://gs.statcounter.com

(c) Jan Klin & Associates 2014
Best practice SEO process
1. Auditing your current performance
2.

Strategic selection of keyphrases

3. Build Content aro...
A common scenario….
which you need to check for







UK company
Targeting the UK
In UK English
Weak on inbound lin...
Setting geographic target in
Google Webmaster Tools
Click cog in right hand corner – then choose ‘site settings’ from drop...
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...
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...
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 2014
(c) Jan Klin & Associates 2014
Strategy
and Process
1. Auditing your current performance
2.

Strategic selection of keyphrases

3. Build Content around k...
Textual content is King


There is no substitute for good
‘keyword rich’ content
– At least 200-250 words
– Content seman...
You’ll need translated pages if you want
to capture foreign language searches

(c) Jan Klin & Associates 2014
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 2014
www.asgservices.co.uk

(c) Jan Klin & Associates 2014
Capturing content below the scroll

(c) Jan Klin & Associates 2014
www.aardvarksafaris.com
www.aardvarksafaris.co.uk

(c) Jan Klin & Associates 2014
(c) Jan Klin & Associates 2014
(c) Jan Klin & Associates 2014
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 2014
Meta Tags – The Title tag

(c) Jan Klin & Associates 2014
Different Pages Optimised for Different
Keyphrases

(c) Jan Klin & Associates 2014
Meta Tags
Keyword and Description tags

(c) Jan Klin & Associates 2014
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 2014
Language and country traffic

(c) Jan Klin & Associates 2014
 More on international SEO

(c) Jan Klin & Associates 2014
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 2014
Country specific top level domains

(c) Jan Klin & Associates 2014
Different languages on the same domain
www.pneumat-europe.com

(c) Jan Klin & Associates 2014
(c) Jan Klin & Associates 2014
www.quatchem.com
-captures worldwide english language searces

(c) Jan Klin & Associates 2014
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/ans...
More help with Geo-targeting
 See following posts on International SEO…
– http://www.janklin.com/blog/bid/177990/Internat...
Geo-targeting from Google

(c) Jan Klin & Associates 2014
 Marketing Internationally and the
Web
Link Building/Content Marketing Strategies

(c) Jan Klin & Associates 2014
Content Marketing
aka – Link Building

(c) Jan Klin & Associates 2014
Link Building Strategies or
Content Marketing?


Why is link building important?

1. Links from other sites to ours
gener...
Natural links are a by-product of
good content marketing…
 Attracting links via your blog
 Distributing press releases
...
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 2014
Check you Domain Authority

(c) Jan Klin & Associates 2014
Europages – An Effective European
Business Directory

(c) Jan Klin & Associates 2014
www.alibaba.com – worlds largest
B2B Directory

(c) Jan Klin & Associates 2014
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 2014
www.dgcos.org.uk
 Using
Logos/accreditations to
get backlinks
 Logo gets sent to
accredited members to
afix to their web...
Content outreachPresent your content to relevant blogs

(c) Jan Klin & Associates 2014
www.janklin.com – free lessons



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



http://www.janklin.com/blog/le...
Social Media Marketing

(c) Jan Klin & Associates 2014
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 2014
See the top visited sites around
the world – 120 countries – top 100 sites

(c) Jan Klin & Associates 2014
Social Media and International
Marketing
 Important in its own right – Facebook, Twitter,
Youtube, Google Plus, etc
 Has...
Weibo.com
 China’s Facebook and Twitter hybrid

(c) Jan Klin & Associates 2014
What can we use Social Media for?
 Brand awareness
 Brand advocacy
 Generating traffic and sales
 Customer service and...
Blogging –

the ‘glue’ binding
Inbound Marketing

(c) Jan Klin & Associates 2014
A typical blog….
Put your blog at the epicentre of your
social media and web marketing

(c) Jan Klin & Associates 2014
Linking your
digital assets

(c) Jan Klin & Associates 2014
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 2014
Blogging and SM combined
Good for search engines too!

(c) Jan Klin & Associates 2014
Facebook and Marketing
 Over 1.25 billion active
users
 Adding users at the rate of
250,000 per day
 Top Social Search ...
Carpenteroak- Facebook for
promotion

(c) Jan Klin & Associates 2014
Advertise directly

(c) Jan Klin & Associates 2014
Lots of ‘likes’ generated through advertising

(c) Jan Klin & Associates 2014
Google Plus – Serious Facebook
competition?



350 million users now signed up



Similar functionality to FBook



Goo...
Cloggs ,Social Media and Brand
Development


Started Sept 2009



3 in house members of marketing team
– plus all staff ...
Facebook France

(c) Jan Klin & Associates 2014
Facebook Germany

(c) Jan Klin & Associates 2014
My last visit to Facebook

(c) Jan Klin & Associates 2014
Cloggs also use Pinterest….
400 followers ,72 boards for brands, 1442 pins

(c) Jan Klin & Associates 2014
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 2014
Set up your Linkedin profile
-make it comprehensive so you get found

(c) Jan Klin & Associates 2014
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 2014
Use Twitter to promote latest
music and games

(c) Jan Klin & Associates 2014
Use Twitter to promote latest
products and pricing

(c) Jan Klin & Associates 2014
Cloggs-Twitter France

(c) Jan Klin & Associates 2014
Carpenteroak –using twitter for
promotion

(c) Jan Klin & Associates 2014
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 2014
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 2014
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 2014
Posted in other languages…

(c) Jan Klin & Associates 2014
Video SEO guidelines
-Posted
 Ensure video is tagged with relevant keywords
 Ensure it is in the most appropriate catego...
Pay per Click Advertising

(&PPC)

(c) Jan Klin & Associates 2014
– 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 2014
Search in the Travel Business

(c) Jan Klin & Associates 2014
Google Adwords

(c) Jan Klin & Associates 2014
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 2014
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...
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 2014
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 2014
For a copy of the slides….
 Just email – jan@janklin.com
 01928 788100
 07946 513521
(c) Jan Klin & Associates 2014
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  • Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list
    Point out ‘natural’ and ppc listings
  • Links on other sites will lead visitors to you, hence in its own right it is an important aspect of online marketing leading potential customers directly to your site. Obviously the more links the more different ways leading to your site.
    Over and above this it is an important part of search marketing, since the more links you have the more important you are in the eyes of the search engines and the higher up in the rankings you will appear ( we’ll qualify this in more detail as we move through)
  • A good example of a directory for European Businesses – 500,000 businesses in 27 languages.
  • There are many PR directories which you will search for in the practical session.
    A great way to submit you news stories and at the same time drop your website link (on high Page Rank sites)
  • 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
  • Uktiyorks huddersfield-2

    1. 1.  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
    2. 2. 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 (c) Jan Klin & Associates 2014
    3. 3. www.antarcticabound.com (c) Jan Klin & Associates 2014
    4. 4. www.quatchem.com (c) Jan Klin & Associates 2014
    5. 5. 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 (c) Jan Klin & Associates 2014
    6. 6. 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 (c) Jan Klin & Associates 2014
    7. 7. 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 (c) Jan Klin & Associates 2014
    8. 8. 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 (c) Jan Klin & Associates 2014
    9. 9. International Sites – B2C Coca Cola (c) Jan Klin & Associates 2014
    10. 10. World languages by size (c) Jan Klin & Associates 2014
    11. 11. Mistranslation Examples  “Please dial 7 to retrieve your auto from the garbage” Mistranslation: Hotel Rome (c) Jan Klin & Associates 2014
    12. 12. Mistranslation Examples  “Why go somewhere else to be cheated when you can come here” Mistranslation: Indian shop window (c) Jan Klin & Associates 2014
    13. 13. Mistranslation Examples  “Please hang yourself here” Mistranslation: Hotel cloakroom, Berlin (c) Jan Klin & Associates 2014
    14. 14. Mistranslation Examples  “Nothing sucks like an Electrolux” Mistranslation: Ad targeting the US (c) Jan Klin & Associates 2014
    15. 15. 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 2014
    16. 16. (c) Jan Klin & Associates 2014
    17. 17. SEO -Still the main method.. (c) Jan Klin & Associates 2014
    18. 18.  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 2014
    19. 19. 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 2014
    20. 20. Use www.searchenginecolossus.com to submit to country specific search engines (c) Jan Klin & Associates 2014
    21. 21. http://gs.statcounter.com (c) Jan Klin & Associates 2014
    22. 22. 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 (c) Jan Klin & Associates 2014
    23. 23. 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……. (c) Jan Klin & Associates 2014
    24. 24. 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 (c) Jan Klin & Associates 2014
    25. 25. 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 2014
    26. 26. 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 2014
    27. 27. 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 2014
    28. 28. 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 2014
    29. 29. https://adwords.google.co.uk/select/KeywordToolExternal Nowadays you need to have a Google account to get this information (c) Jan Klin & Associates 2014
    30. 30. 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 2014
    31. 31. 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
    32. 32. Analytics and keywords (c) Jan Klin & Associates 2014
    33. 33. (c) Jan Klin & Associates 2014
    34. 34. 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 2014
    35. 35. 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 2014
    36. 36. You’ll need translated pages if you want to capture foreign language searches (c) Jan Klin & Associates 2014
    37. 37. 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 2014
    38. 38. 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 2014
    39. 39. 2nd only to Wikipedia! (c) Jan Klin & Associates 2014
    40. 40. www.asgservices.co.uk (c) Jan Klin & Associates 2014
    41. 41. Capturing content below the scroll (c) Jan Klin & Associates 2014
    42. 42. www.aardvarksafaris.com www.aardvarksafaris.co.uk (c) Jan Klin & Associates 2014
    43. 43. (c) Jan Klin & Associates 2014
    44. 44. (c) Jan Klin & Associates 2014
    45. 45. 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 2014
    46. 46. 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 2014
    47. 47. Meta Tags – The Title tag (c) Jan Klin & Associates 2014
    48. 48. Meta Tags – The Title tag (c) Jan Klin & Associates 2014
    49. 49. Different Pages Optimised for Different Keyphrases (c) Jan Klin & Associates 2014
    50. 50. Meta Tags Keyword and Description tags (c) Jan Klin & Associates 2014
    51. 51. 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 2014
    52. 52. 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 2014
    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 2014
    54. 54. Google Analytics – free and comprehensive (c) Jan Klin & Associates 2014
    55. 55. Language and country traffic (c) Jan Klin & Associates 2014
    56. 56.  More on international SEO (c) Jan Klin & Associates 2014
    57. 57. 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 2014
    58. 58. 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 2014
    59. 59. Mantracourt solution  Professionally produced main language pages for each country  Auto translate on other pages (c) Jan Klin & Associates 2014
    60. 60. Auto translation is not perfect! (c) Jan Klin & Associates 2014
    61. 61. Country specific top level domains (c) Jan Klin & Associates 2014
    62. 62. Different languages on the same domain www.pneumat-europe.com (c) Jan Klin & Associates 2014
    63. 63. (c) Jan Klin & Associates 2014
    64. 64. www.quatchem.com -captures worldwide english language searces (c) Jan Klin & Associates 2014
    65. 65. 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 2014
    66. 66. Webmaster Tools for Geo-targeting  See example at Google Webmaster Tools…  http://support.google.com/webmasters/bin/answer.py?hl=en&answer= (c) Jan Klin & Associates 2014
    67. 67. 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 (c) Jan Klin & Associates 2014
    68. 68. Geo-targeting from Google (c) Jan Klin & Associates 2014
    69. 69.  Marketing Internationally and the Web Link Building/Content Marketing Strategies (c) Jan Klin & Associates 2014
    70. 70. Content Marketing aka – Link Building (c) Jan Klin & Associates 2014
    71. 71. 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 2014
    72. 72. 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 2014
    73. 73. 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 2014
    74. 74. http://www.opensiteexplorer.org – to check your links and DA (c) Jan Klin & Associates 2014
    75. 75. Check you Domain Authority (c) Jan Klin & Associates 2014
    76. 76. Europages – An Effective European Business Directory (c) Jan Klin & Associates 2014
    77. 77. www.alibaba.com – worlds largest B2B Directory (c) Jan Klin & Associates 2014
    78. 78. 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 2014
    79. 79. Ensure Press Releases get Anchor text based links back to website (c) Jan Klin & Associates 2014
    80. 80. 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 2014
    81. 81. Content outreachPresent your content to relevant blogs (c) Jan Klin & Associates 2014
    82. 82. 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 (c) Jan Klin & Associates 2014
    83. 83. Social Media Marketing (c) Jan Klin & Associates 2014
    84. 84. 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 2014
    85. 85. Alexa.com – top sites worldwide (c) Jan Klin & Associates 2014
    86. 86. See the top visited sites around the world – 120 countries – top 100 sites (c) Jan Klin & Associates 2014
    87. 87. 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 2014
    88. 88. Weibo.com  China’s Facebook and Twitter hybrid (c) Jan Klin & Associates 2014
    89. 89. 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 2014
    90. 90. Blogging – the ‘glue’ binding Inbound Marketing (c) Jan Klin & Associates 2014
    91. 91. A typical blog…. Put your blog at the epicentre of your social media and web marketing (c) Jan Klin & Associates 2014
    92. 92. Linking your digital assets (c) Jan Klin & Associates 2014
    93. 93. 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 2014
    94. 94. 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 2014
    95. 95. www.everythingdinosaur.com (c) Jan Klin & Associates 2014
    96. 96. Blogging and SM combined Good for search engines too! (c) Jan Klin & Associates 2014
    97. 97. 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 (c) Jan Klin & Associates 2014
    98. 98. Carpenteroak- Facebook for promotion (c) Jan Klin & Associates 2014
    99. 99. Advertise directly (c) Jan Klin & Associates 2014
    100. 100. Lots of ‘likes’ generated through advertising (c) Jan Klin & Associates 2014
    101. 101. 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 2014
    102. 102. 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 (c) Jan Klin & Associates 2014
    103. 103. Facebook France (c) Jan Klin & Associates 2014
    104. 104. Facebook Germany (c) Jan Klin & Associates 2014
    105. 105. My last visit to Facebook (c) Jan Klin & Associates 2014
    106. 106. Cloggs also use Pinterest…. 400 followers ,72 boards for brands, 1442 pins (c) Jan Klin & Associates 2014
    107. 107. 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 2014
    108. 108. LinkedIn – participate in groups -or set up your own (c) Jan Klin & Associates 2014
    109. 109. Set up your Linkedin profile -make it comprehensive so you get found (c) Jan Klin & Associates 2014
    110. 110. Set up a business page -Showcase your products -Company updates -announcements -new services -communicate directly with your followers (c) Jan Klin & Associates 2014
    111. 111. 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 (c) Jan Klin & Associates 2014
    112. 112. 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 2014
    113. 113. Twitter - Microblogging  Twitter and promotion  Twitter and real time search (c) Jan Klin & Associates 2014
    114. 114. Use Twitter to promote latest music and games (c) Jan Klin & Associates 2014
    115. 115. Use Twitter to promote latest products and pricing (c) Jan Klin & Associates 2014
    116. 116. Cloggs-Twitter France (c) Jan Klin & Associates 2014
    117. 117. Carpenteroak –using twitter for promotion (c) Jan Klin & Associates 2014
    118. 118. 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 2014
    119. 119. Engaging with the influencers (c) Jan Klin & Associates 2014
    120. 120. 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 2014
    121. 121. 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 2014
    122. 122. (c) Jan Klin & Associates 2014
    123. 123. 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 2014
    124. 124. Set up your own channel and optimise your clips… (c) Jan Klin & Associates 2014
    125. 125. Posted in other languages… (c) Jan Klin & Associates 2014
    126. 126. 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 2014
    127. 127. Pay per Click Advertising (&PPC) (c) Jan Klin & Associates 2014
    128. 128. – 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 2014
    129. 129. Search in the Travel Business (c) Jan Klin & Associates 2014
    130. 130. Search in the Travel Business (c) Jan Klin & Associates 2014
    131. 131. Google Adwords (c) Jan Klin & Associates 2014
    132. 132. What determines your ads position?  Bid price  Advert effectiveness  Landing page quality (c) Jan Klin & Associates 2014
    133. 133. 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 2014
    134. 134. Tap into overseas markets (c) Jan Klin & Associates 2014
    135. 135. 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 2014
    136. 136. Capture The Long Tail Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’ (c) Jan Klin & Associates 2014
    137. 137. 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 2014
    138. 138. 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 2014 Landing Page Targeting
    139. 139. https:// adwords.google.co.uk/select/KeywordToolExternal (c) Jan Klin & Associates 2014
    140. 140. 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 2014
    141. 141. Do’s and Dont’s •The ad links directly to the relevant landing page (c) Jan Klin & Associates 2014
    142. 142. For a copy of the slides….  Just email – jan@janklin.com  01928 788100  07946 513521 (c) Jan Klin & Associates 2014
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