Enterprise Ireland - eMarketing Event - Galway - July 2013

1. John Caldwell
john@creatorseo.com
061 513267/ 01 5313061
086 2410295

2. 1. Introduction

3. SEO Introduction
Customers expect to find information for products
and services in multiple on-line locations
SEO is the process used to increase the amount of
visitors to a website
i.e. obtain a high-ranking placement in the search results page of a search
engine including Google, Bing, Yahoo and other search engines
www.creatorseo.com

4. SEO Introduction
A Web site is, by definition, a singular on-line entity.
It has a unique address, internal links and menus,
some level of Web design elements supporting the
Web page content and is basically a standalone
document
A Web presence is a greater influence than a
"standalone" net site
www.creatorseo.com

5. Why bother with SEO?
85% of all traffic on the internet is referred to by
search engines
90% of all users don’t look past the first 30 results
(most only view top 10)
2.4B global Internet users and 8% Y/Y growth rate
based on the latest available data.
- Source: United Nations / International Telecommunications Union, internetworldstats.com.

6. Google Queries
http://www.quora.com/How-many-search-queries-does-Google-serve-worldwide-every-day

8. How Do Search Engines Work?
Spider “crawls” the web to find new documents (web
pages, other documents) typically by following
hyperlinks from websites already in their database
Search engines indexes the content (text, code) in these
documents by adding it to their databases and then
periodically updates this content
Search engines search their own databases when a user
enters in a search to find related documents (not
searching web pages in real-time)
Search engines rank the resulting documents using an
algorithm (mathematical formula) by assigning various
weights and ranking factors
Spiders read text and nothing else

9. What a Search Engine Sees

10. What a Search Engine Sees

11. 2. Which?
- search engines!

12. Be found on the internet
Ranking
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..

13. Be found on the internet
Ranking
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
Google has approximately 250 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 I'd 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:

14. There are hundreds of Search Engines
… but you can get very good results by optimising the site for the primary search
engines

15. Be found on the internet
Ranking
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..

16. Be found on the internet
Ranking
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..

17. Be found on the internet
Ranking
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..

21. World-Wide Search Engine
Market Share

22. Search Engine Market Share

23. Search Engine Market Share

24. What do Search Engines think?

25. 3. SEO Strategy

26. Strategy
Language? Culture?

27. Search Pyramid

28. Search Pyramid
You have to get these
right first

29. Search Pyramid
Before you get these
right first

30. The search demand curve
Source: SEOMoz

31. Search and targeting
1

32. Search and targeting
1 2

33. Search and targeting
1 2 3-4

34. Search and targeting
1 2 3-4 4+

35. 4. Geographic
Targeting

36. Google.ie

37. Trading internationally
Common situations:
one country, several languages
one language, several countries

38. Trading internationally
What can be done?
domains by country?
main domain and subdirectories per language?
main domain and directories per language?
Geo targeting on Google

39. Trading internationally
Best option domains by country
creatorseo.com
creatorseo.fr
creatorseo.de
but
complicated to manage and coordinate
one CMS for all or one per domain?

40. Trading internationally
Directories by country/language
creatorseo.com/us/
creatorseo.com/fr/
creatorseo.com/de/
One language, several countries
creatorseo.com/es/
mycompany.com/es-pu/ (Peru)
mycompany.com/es-mx/ (Mexico)

44. 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

45. Trading internationally
Subdomains by country
Search Engines consider subdomains almost a
completely different entity than their domain
they don’t inherit most of the domain's relevancy
Example of a sub domain
http://spanish.creatorseo.com
X

46. 5. Competition

47. Competition
On-line competition may not be your traditional
competition
Different competitors in different regions
SEO is about beating your competition in the
targeted geographies

48. Search is a process
www.creatorseo.com

49. 6. PPC versus SEO

50. PPC versus “Organic” SEO
Pay-Per-Click “Organic” SEO
results in 1-2 days
easier for a novice or one with
little knowledge of SEO
ability to turn on and off at any
moment and easily updated!
results take 2 weeks to months
requires ongoing learning and
experience to achieve results
very difficult to control flow of
traffic

51. PPC versus “Organic” SEO
Pay-Per-Click “Organic” SEO
generally more costly per visitor
and per conversion
fewer impressions and exposure
easier to compete in highly
competitive market space (but it
will cost you!)
generally more cost-effective,
does not penalize for more
traffic
SERPs are more popular than
sponsored ads
very difficult to compete in
highly competitive market
space

52. PPC versus “Organic” SEO
Pay-Per-Click “Organic” SEO
Ability to generate exposure on
related sites (AdSense)
ability to target “local” markets
better for short-term and high-
margin campaigns
ability to generate exposure on
related websites and directories
more difficult to target local
markets
better for long-term and lower
margin campaigns

53. Which one?
You shouldn't be limited to SEO or PPC.
Integration is the best approach. Each has
different strengths and weaknesses.

54. 7. Audience

55. 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

58. 8. Local content

59. 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

60. 9. Design and
usability

61. Design and usability
Different countries prefer different design
aesthetics
Recreating your website in a different language
may not be enough
Get feedback on your site from locals in your
target country

62. 10. Be local

63. Register each site with Google Places, Bing
Business Portal for example.

64. 11. Tools

65. Tools to use
www.mysiteperformance.com

66. 12. Google guidance

67. Guidance
Create useful page titles
Use informative URLs
Provide relevant page descriptions
Add your business to Google Places
Manage your site links

68. Guidance
Value proposition
Call to action
Relevance
User experience

69. 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?

70. Some Final Tips
Get a local mailing address
Send website visitors to the right domain
Speed
Add Google translate to your site

71. Some Final Tips
Country Top Level Domain's automatically
associated to country
Webmaster tools help directories-by-country
sites
Host in country
Cross domain canonical links

72. John Caldwell
john@creatorseo.com
061 513267 / 01 5313061
086 2410295