Competitive SEO Strategies | John Caldwell


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eMarketing Seminar - Portlaoise July 2012

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Competitive SEO Strategies | John Caldwell

  1. 1. John Caldwell061 513267086 2410295
  2. 2. Google Queries
  3. 3. 1. SEO Strategy
  4. 4. Strategy Language? Culture?
  5. 5. Search Pyramid
  6. 6. Search PyramidYou have to get theseright first
  7. 7. Search PyramidBefore you get theseright first
  8. 8. The search demand curve Source: SEOMoz
  9. 9. Search and targeting 1
  10. 10. Search and targeting 1 2
  11. 11. Search and targeting 1 2 3-4
  12. 12. Search and targeting 1 2 3-4 4+
  13. 13. 2. Which? - search engines!
  14. 14. Be found on the internet Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  15. 15. Be found on the internet Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f ………….. Google has approximately 200 items in its algorithm 1 Search terms in the HTML title tag 2 Search terms in the HTML body copy 3 Search terms in bold typeface 4 Search terms in header tags 5 Search term in anchor text in links to a page 6 PageRank of a page (the actual PageRank, not the toolbar PageRank) 7 The PageRank of the entire domain 8 Quality of link partners 9 Type of backlinks that bring anchor text juice for search terms 10 The speed of the web site 11. Search terms in the URL - main URL and page URLs 12. Search term density through body copy (About 3 - 5%?) 13. Fresh content 14. Good internal linking structure 15. Age of the domain 16. Links from good directories 17. Image names 18. Image ALTs 19. Reputable hosting company 20. Sort of the same as your number 8 but Id also add to have good diverse link partners too :) 21. Geo located search results 22. Rate of new inbound links to your site 23. Relevance of inbound links - subject specific relationship with target page negative factors too:
  16. 16. Be found on the internet Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  17. 17. Be found on the internet Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  18. 18. Be found on the internet Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  19. 19. Search Engine Market Share
  20. 20. Search Engine Market Share
  21. 21. Learn how thesearch engines work Algorithmic search What about ads? Webmaster Tools Make sure Google knows about your site
  22. 22. What do Search Engines think?
  23. 23. 3. Geographic Targeting
  24. 24. Trading internationally Common situations: one country, several languages one language, several countries
  25. 25. Trading internationally What can be done? domains by country? main domain and subdirectories per language? main domain and directories per language?
  26. 26. Trading internationally Best option domains by country but complicated to manage and coordinate one CMS for all or one per domain?
  27. 27. Trading internationally Directories by country/language US One language, several countries (Peru) (Mexico)
  28. 28. Trading internationally Directories by country/language Cheaper Less technical resources required Easier to manage and coordinate directories contribute to increase the general relevancy of a domain
  29. 29. Trading internationally Subdomains by countryX Search Engines consider subdomains almost a completely different entity than their domain they don’t inherit most of the domains relevancy
  30. 30. Internet Protocols Country Top Level Domains automatically associated to country Webmaster tools help directories-by-country sites
  31. 31. 4. Competition
  32. 32. Search is a process
  33. 33. 5. PPC versus SEO
  34. 34. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEOresults in 1-2 days results take 2 weeks to months easier for a novice or one with requires ongoing learning andlittle knowledge of SEO experience to achieve resultsability to turn on and off at any very difficult to control flow ofmoment and easily updated! traffic
  35. 35. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEOgenerally more costly per visitor generally more cost-effective,and per conversion does not penalize for more trafficfewer impressions and exposure SERPs are more popular thaneasier to compete in highly sponsored adscompetitive market space (but itwill cost you!) very difficult to compete in highly competitive market space
  36. 36. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEOAbility to generate exposure on ability to generate exposure onrelated sites (AdSense) related websites and directoriesability to target “local” markets more difficult to target local marketsbetter for short-term and high-margin campaigns better for long-term and lower margin campaigns
  37. 37. Which one? You shouldnt be limited to SEO or PPC. Integration is the best approach. Each has different strengths and weaknesses.
  38. 38. Which one? You shouldnt be limited to SEO or PPC. Integration is the best approach. Each has different strengths and weaknesses. And they compliment each other well. A company with the time and resources should leverage both to reach its marketing goals.
  39. 39. 6. Audience
  40. 40. Audience Know your audience Cultural In Mediterranean counties - Internet use is driven more by social factors rather than anything else, where Nordic countries rely on the internet for more pragmatic, functional purposes. Language
  41. 41. 7. Local content
  42. 42. Local content Use local addresses and contact information Add local case studies/ testimonials with names and images Customise content for each country or market More relevant, increases local link building opportunities, and decreases duplicate content Currency
  43. 43. 8. Design and usability
  44. 44. Design and usability Different countries prefer different design esthetics Recreating your website in a different language may not be enough Get feedback on your site from locals in your target country
  45. 45. 9. Be local
  46. 46. Register each site with Google Places, BingBusiness Portal for example.
  47. 47. 9. Tools
  48. 48. Google tools to use
  49. 49. 10. Google guidance
  50. 50. Guidance Create useful page titles Use informative URLs Provide relevant page descriptions Add your business to Google Places Manage your site links
  51. 51. Guidance Value proposition Call to action Relevance User experience
  52. 52. Things to watch out for Spelling, stylistic, or factual errors Is your content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites? Does your page have an excessive number of ads that interfere with the main content? Are the articles short or lacking in helpful specifics? Is your main content below the fold?
  53. 53. 11. Conversions
  54. 54. Sales funnel
  55. 55. Conversion
  56. 56. John Caldwell061 513267086 2410295