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COMPETITIVE STRATEGIES IN

INTERNATIONAL
SEARCH MARKETING
                                                          JOHN COBURN
                                                                  20th October 2011



           Enterprise Ireland eMarketing Workshop, October 2011                       www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 2
(Otherwise known as )

10 COMPETITIVE STRATEGIES IN
INTERNATIONAL
SEARCH      MARKETING

         Enterprise Ireland eMarketing Workshop, October 2011   www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 3
1   SEO STRATEGY
    (because you need one)
    If you are far from the enemy, make him
    believe you are near
    Sun Tzu



           Enterprise Ireland eMarketing Workshop, October 2011   www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 4
                  SEO STRATEGY
WEBSITE TRAFFIC   1 : 40                  Non-Brand-related




                               UNIQUE KEY-PHRASES

                                                                                  Source: Covario / NetConcepts
                           Enterprise Ireland eMarketing Workshop, October 2011                                   www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 5
2   GEO-LOCATION
    (to compete on foreign
    national search engines)


        Enterprise Ireland eMarketing Workshop, October 2011   www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 6
             INTERNATIONAL SEO
               & GEO-LOCATION
       Things that can impact Google’s
understanding of your target geography           Domain Extension


                Google Webmaster                                                      Domain Registration
               Setting (generic TLD)                                                      Address



                                                                                      Hosting IP Address




                               Enterprise Ireland eMarketing Workshop, October 2011                         www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 7
GEO-LOCATION: SCENARIO 1

   BEST                                                          .co.uk or generic:
                                                                 registered and hosted
                                                                 in UK
GEOLOCATION                                                            Neighbourhood
                                                                       Inbound Link Topology




              Enterprise Ireland eMarketing Workshop, October 2011                      www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 8
GEO-LOCATION: SCENARIO 2
                                                             .co.uk or generic:
                                                             registered Ireland and
 EQUIVALENT                                                  geo-located to UK

                                                                      Neighbourhood
GEOLOCATION
                                                                      Inbound Link Topology

                                                                     NOTE: Not workable
                                                                     with a .ie domain


              Enterprise Ireland eMarketing Workshop, October 2011                     www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 9
GEO-LOCATION: SCENARIO 3

STILL AT HOME                                            Dangers of replication!


GEOLOCATION                                                          Neighbourhood
                                                                     Inbound Link Topology




              Enterprise Ireland eMarketing Workshop, October 2011                   www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 10
GEO-LOCATION: SCENARIO 4
                                                         What many Irish
DEFAULT                                                  Companies are doing:
                                                                     Neighbourhood
GEOLOCATION                                                          Inbound Link Topology

                                                                      NOTE: Can still compete
                                                                      for unique brands, geo-
                                                                      locator based terms and
                                                                      unique search phrases

              Enterprise Ireland eMarketing Workshop, October 2011                           www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 11
             INTERNATIONAL SEO
               & GEO-LOCATION
       Things that can impact Google’s
understanding of your target geography           Domain Extension


                Google Webmaster                                                      Domain Registration
               Setting (generic TLD)                                                      Address



                  Neighbourhood                                                       Hosting IP Address


                                             Inbound Link Topology



                               Enterprise Ireland eMarketing Workshop, October 2011                         www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 12
. . .AND LOGICALLY THEREFORE. . .



  3       SEPARATE WEBSITE PER
          TARGET GOEGRAPHY
          (or geo-located sub-domain)


                 Enterprise Ireland eMarketing Workshop, October 2011   www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 13
4   THE NEW PPC
    LONG-TAIL
    (AdWords “Quality Score”)


        Enterprise Ireland eMarketing Workshop, October 2011   www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 14
THE “OLD” PPC LONGTAIL
       BEHIND THE TIMES?




      Enterprise Ireland eMarketing Workshop, October 2011   www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 15
“RELEVANCE”: A MORE USEFUL MODEL

€            Low Quality Score
             Poor Alignment / High Competition

               Medium Quality Score
               Low CTR / (often) Low Competition


                              High Quality Score
                              High CTR / Good Alignment




    LOW                        RELEVANCE                         HIGH




          Enterprise Ireland eMarketing Workshop, October 2011          www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 16
                 GOOGLE’S KEYWORD QUALITY SCORE
                      DETERMINES HOW MUCH YOU PAY PER CLICK + WHERE YOU ARE RANKED




                 GOOGLE’S KEYWORD
                    QUALITY SCORE                                                             CTR
                         QUALITY SCORE SCALE


                        1 - 10
Source: Google
                                       Enterprise Ireland eMarketing Workshop, October 2011         www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 17
5   ORIGINAL & HIGH
    QUALITY CONTENT
    (written as you wish it to be read,
    then revisited for optimisation)


         Enterprise Ireland eMarketing Workshop, October 2011   www.praxisnow.ie
2011 & 2012:
Carnage in Google’s Index
       Duplicate Content
           Mininets
   Cloaking (hidden content)
© Copyright 2011/12, praxisnow.ie - 19
6   COMPELLING [CAPTURE]
    VALUE PROPOSITION
    (on every page of your website)




           Enterprise Ireland eMarketing Workshop, October 2011   www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 20
           MOST PREVALENT, BASIC
ONLINE SALES PROCESS I
      (One “all or nothing” value proposition)

                                                                    RELATIONSHIP
 HELLO              CONVERT                                           MANAGE


 VISITOR    INFORMATION-DRIVEN                                      NEWSLETTER
               / FACILITATION

Typical “campaign level” conversion rate =                                         2%
                                                                                   ?
             Enterprise Ireland eMarketing Workshop, October 2011                       www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 21
         SLIGHTLY MODIFIED (BUT STILL SIMPLE)
        ONLINE SALES PROCESS II
                LEAD
HELLO                                                CONVERT                GROW
              CAPTURE


              missing step
    (What to do with % of other 98%)



                     Enterprise Ireland eMarketing Workshop, October 2011      www.praxisnow.ie
© Copyright 2011, praxisnow.ie - 22
          CASE STUDY
                                                          GUIDE TO CUTTING YOUR
              Concept
               Original              13 ways solid fuel
                                     heating can save
                                                           ENERGY BILS BY 25%

                                     money on your
                                     energy costs
          • READ ON SCAN
  • RELEVANT RIGHT NOW
       • EASY TO REQUEST
• INSTANT GRATIFICATION
            • TO THE POINT
          • HIGHLY VISIBLE
          Scope for 20+ different,
compelling value propositions on
separate Landing Pages, targeting
      separate buyer priorities at
 different stages in the purchase
          process or by user type
© Copyright 2011, praxisnow.ie - 23
CASE STUDY
    Original

   What’s the
Capture Value
 Proposition?
© Copyright 2011, praxisnow.ie - 24
   CASE STUDY
     Concept 1

Keeping it Simple




                    Keep it simple – get more detailed
                    information later in the process
© Copyright 2011, praxisnow.ie - 25
       CASE STUDY
                            Ireland’s leading supplier of easy to use bookkeeping
                            software for small and medium businesses




         Concept 2               21 things you need to know about
                                 the new tax changes for 2012

   Keep Free Trial as is

     Add a compelling,
    campaign-support
       page-level value
   proposition for lead
 capture without need
   for a trial (prospect
   may not be ready or
have time to trial – yet.
© Copyright 2011, praxisnow.ie - 26
CASE STUDY
    Concept

  Online Shop

                Get our exclusive free guide to leveraging the power of your brand
© Copyright 2011/12, praxisnow.ie - 27
7   MAP YOUR ONLINE
    SALES PROCESS
    (point of 1st contact to point of
    conversion. Lifecycle management)



         Enterprise Ireland eMarketing Workshop, October 2011   www.praxisnow.ie
MAPPING THE
ONLINE SALES PROCESS
© Copyright 2011/12, praxisnow.ie - 29
8   “TARGETED” LEAD
    GENERATION
    Value proposition alignment




        Enterprise Ireland eMarketing Workshop, October 2011   www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 30
     CONVERSION TIPPING POINT

                   98%                                                      2%

     NO SALE                                                                     SALE
                                    VISITOR QUALITY
POOR QUALITY                                                                     HIGH QUALITY
/ IRRELEVANT                                                                     / DIRECTLY RELEVANT
                      RELEVANT
                       (but not now)


  A “Quality Visitor” is not just the person who is ready to buy now.


                     Enterprise Ireland eMarketing Workshop, October 2011                        www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 31
       OPENING THE DOOR
       Let’s say

     38%
     98%               2%
                       Determined by traffic quality
    LEAVE                                                                                 CONVERT
                                                                                                30%
30%                                           60%
                                                                                              Convert over time

May never convert                                                                    On the basis of a
                         EXCHANGE
                    ANONYMOUS                       IDENTIFIED                       =X15
                                                                                     COMPELLING
                                                                                     Value Proposition
                                                                                        conversion improvement

                              Enterprise Ireland eMarketing Workshop, October 2011                                www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 32
         WHO ARE THEY? (I)
                             [                       ]                     B2C
                                                                                 MOTHER
              B2B
                                                                                 FATHER
   END USER                                                                      DAUGHTER
ENGINEERING                                                                      SISTER
                    ANY INFLUENCER TYPE
                                                                                 SON
PRODUCTION          % SALES PROSPECTS IN RESEARCH                                HUSBAND
                    MODE (NOT YET READY / WILLING                                WIFE
         IT
                    / ABLE TO BUY)                                               BROTHER
    FINANCE                                                                      PLAYER
  EXECUTIVE                                                                      SUPPORTER
                                                                                 etc...
                    Enterprise Ireland eMarketing Workshop, October 2011               www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 33
    WHO ARE THEY? (II)
              ANY INFLUENCER TYPE + ...

[      ]                                                          DECISION
                                                                  BUSINESS CASE
         ANY STAGE IN                                             TCO
    PURCHASE PROCESS                                              ASSESSMENT
                                                                  AWARENESS
                                                                  DISCOVERY

           Enterprise Ireland eMarketing Workshop, October 2011                   www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 34
HOW BIG IS THIS SEGMENT?
                     [                       ]

 A FUNCTION OF:
 HOW TRAFFIC WAS GENERATED:
  Targeted eMail V Bulk, untargeted
  Key-phrase targeted SEO V unqualified traffic
  Managed Social engagement V Viral ‘novelty’
  Targeted Advertising V General Advertising

            Enterprise Ireland eMarketing Workshop, October 2011   www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 35
9   LEVERAGE THE NEW
    GOOGLE ANALYTICS
    Event tracking




        Enterprise Ireland eMarketing Workshop, October 2011   www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 36
              TRACKING EVENTS IN THE
  ONLINE SALES PROCESS
                                                                       DOWNLOADS
                   SOCIAL ANALYTICS


VIDEO VIEWS



ACTIONS TAKEN          CONTENT VIEWED                                  GOAL FUNNELS


                Enterprise Ireland eMarketing Workshop, October 2011                  www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 37
Enterprise Ireland eMarketing Workshop, October 2011   www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 38
10
DON’T TRY TO FOOL
GOOGLE
Recent Carnage on the Search Engines



      Enterprise Ireland eMarketing Workshop, October 2011   www.praxisnow.ie
© Copyright 2011/12, praxisnow.ie - 39
COMPETITIVE STRATEGIES IN

INTERNATIONAL
SEARCH MARKETING
                                                         JOHN COBURN
                                                                  20th October 2011




           Enterprise Ireland eMarketing Workshop, October 2011                       www.praxisnow.ie

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Competitive strategies in international search marketing john coburn praxis now

  • 1. © Copyright 2011/12, praxisnow.ie - 1 COMPETITIVE STRATEGIES IN INTERNATIONAL SEARCH MARKETING JOHN COBURN 20th October 2011 Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 2. © Copyright 2011/12, praxisnow.ie - 2 (Otherwise known as ) 10 COMPETITIVE STRATEGIES IN INTERNATIONAL SEARCH MARKETING Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 3. © Copyright 2011/12, praxisnow.ie - 3 1 SEO STRATEGY (because you need one) If you are far from the enemy, make him believe you are near Sun Tzu Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 4. © Copyright 2011/12, praxisnow.ie - 4 SEO STRATEGY WEBSITE TRAFFIC 1 : 40 Non-Brand-related UNIQUE KEY-PHRASES Source: Covario / NetConcepts Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 5. © Copyright 2011/12, praxisnow.ie - 5 2 GEO-LOCATION (to compete on foreign national search engines) Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 6. © Copyright 2011/12, praxisnow.ie - 6 INTERNATIONAL SEO & GEO-LOCATION Things that can impact Google’s understanding of your target geography Domain Extension Google Webmaster Domain Registration Setting (generic TLD) Address Hosting IP Address Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 7. © Copyright 2011/12, praxisnow.ie - 7 GEO-LOCATION: SCENARIO 1 BEST .co.uk or generic: registered and hosted in UK GEOLOCATION Neighbourhood Inbound Link Topology Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 8. © Copyright 2011/12, praxisnow.ie - 8 GEO-LOCATION: SCENARIO 2 .co.uk or generic: registered Ireland and EQUIVALENT geo-located to UK Neighbourhood GEOLOCATION Inbound Link Topology NOTE: Not workable with a .ie domain Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 9. © Copyright 2011/12, praxisnow.ie - 9 GEO-LOCATION: SCENARIO 3 STILL AT HOME Dangers of replication! GEOLOCATION Neighbourhood Inbound Link Topology Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 10. © Copyright 2011/12, praxisnow.ie - 10 GEO-LOCATION: SCENARIO 4 What many Irish DEFAULT Companies are doing: Neighbourhood GEOLOCATION Inbound Link Topology NOTE: Can still compete for unique brands, geo- locator based terms and unique search phrases Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 11. © Copyright 2011/12, praxisnow.ie - 11 INTERNATIONAL SEO & GEO-LOCATION Things that can impact Google’s understanding of your target geography Domain Extension Google Webmaster Domain Registration Setting (generic TLD) Address Neighbourhood Hosting IP Address Inbound Link Topology Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 12. © Copyright 2011/12, praxisnow.ie - 12 . . .AND LOGICALLY THEREFORE. . . 3 SEPARATE WEBSITE PER TARGET GOEGRAPHY (or geo-located sub-domain) Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 13. © Copyright 2011/12, praxisnow.ie - 13 4 THE NEW PPC LONG-TAIL (AdWords “Quality Score”) Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 14. © Copyright 2011/12, praxisnow.ie - 14 THE “OLD” PPC LONGTAIL BEHIND THE TIMES? Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 15. © Copyright 2011/12, praxisnow.ie - 15 “RELEVANCE”: A MORE USEFUL MODEL € Low Quality Score Poor Alignment / High Competition Medium Quality Score Low CTR / (often) Low Competition High Quality Score High CTR / Good Alignment LOW RELEVANCE HIGH Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 16. © Copyright 2011/12, praxisnow.ie - 16 GOOGLE’S KEYWORD QUALITY SCORE DETERMINES HOW MUCH YOU PAY PER CLICK + WHERE YOU ARE RANKED GOOGLE’S KEYWORD QUALITY SCORE CTR QUALITY SCORE SCALE 1 - 10 Source: Google Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 17. © Copyright 2011/12, praxisnow.ie - 17 5 ORIGINAL & HIGH QUALITY CONTENT (written as you wish it to be read, then revisited for optimisation) Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 18. 2011 & 2012: Carnage in Google’s Index Duplicate Content Mininets Cloaking (hidden content)
  • 19. © Copyright 2011/12, praxisnow.ie - 19 6 COMPELLING [CAPTURE] VALUE PROPOSITION (on every page of your website) Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 20. © Copyright 2011/12, praxisnow.ie - 20 MOST PREVALENT, BASIC ONLINE SALES PROCESS I (One “all or nothing” value proposition) RELATIONSHIP HELLO CONVERT MANAGE VISITOR INFORMATION-DRIVEN NEWSLETTER / FACILITATION Typical “campaign level” conversion rate = 2% ? Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 21. © Copyright 2011/12, praxisnow.ie - 21 SLIGHTLY MODIFIED (BUT STILL SIMPLE) ONLINE SALES PROCESS II LEAD HELLO CONVERT GROW CAPTURE missing step (What to do with % of other 98%) Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 22. © Copyright 2011, praxisnow.ie - 22 CASE STUDY GUIDE TO CUTTING YOUR Concept Original 13 ways solid fuel heating can save ENERGY BILS BY 25% money on your energy costs • READ ON SCAN • RELEVANT RIGHT NOW • EASY TO REQUEST • INSTANT GRATIFICATION • TO THE POINT • HIGHLY VISIBLE Scope for 20+ different, compelling value propositions on separate Landing Pages, targeting separate buyer priorities at different stages in the purchase process or by user type
  • 23. © Copyright 2011, praxisnow.ie - 23 CASE STUDY Original What’s the Capture Value Proposition?
  • 24. © Copyright 2011, praxisnow.ie - 24 CASE STUDY Concept 1 Keeping it Simple Keep it simple – get more detailed information later in the process
  • 25. © Copyright 2011, praxisnow.ie - 25 CASE STUDY Ireland’s leading supplier of easy to use bookkeeping software for small and medium businesses Concept 2 21 things you need to know about the new tax changes for 2012 Keep Free Trial as is Add a compelling, campaign-support page-level value proposition for lead capture without need for a trial (prospect may not be ready or have time to trial – yet.
  • 26. © Copyright 2011, praxisnow.ie - 26 CASE STUDY Concept Online Shop Get our exclusive free guide to leveraging the power of your brand
  • 27. © Copyright 2011/12, praxisnow.ie - 27 7 MAP YOUR ONLINE SALES PROCESS (point of 1st contact to point of conversion. Lifecycle management) Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 29. © Copyright 2011/12, praxisnow.ie - 29 8 “TARGETED” LEAD GENERATION Value proposition alignment Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 30. © Copyright 2011/12, praxisnow.ie - 30 CONVERSION TIPPING POINT 98% 2% NO SALE SALE VISITOR QUALITY POOR QUALITY HIGH QUALITY / IRRELEVANT / DIRECTLY RELEVANT RELEVANT (but not now) A “Quality Visitor” is not just the person who is ready to buy now. Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 31. © Copyright 2011/12, praxisnow.ie - 31 OPENING THE DOOR Let’s say 38% 98% 2% Determined by traffic quality LEAVE CONVERT 30% 30% 60% Convert over time May never convert On the basis of a EXCHANGE ANONYMOUS IDENTIFIED =X15 COMPELLING Value Proposition conversion improvement Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 32. © Copyright 2011/12, praxisnow.ie - 32 WHO ARE THEY? (I) [ ] B2C MOTHER B2B FATHER END USER DAUGHTER ENGINEERING SISTER ANY INFLUENCER TYPE SON PRODUCTION % SALES PROSPECTS IN RESEARCH HUSBAND MODE (NOT YET READY / WILLING WIFE IT / ABLE TO BUY) BROTHER FINANCE PLAYER EXECUTIVE SUPPORTER etc... Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 33. © Copyright 2011/12, praxisnow.ie - 33 WHO ARE THEY? (II) ANY INFLUENCER TYPE + ... [ ] DECISION BUSINESS CASE ANY STAGE IN TCO PURCHASE PROCESS ASSESSMENT AWARENESS DISCOVERY Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 34. © Copyright 2011/12, praxisnow.ie - 34 HOW BIG IS THIS SEGMENT? [ ] A FUNCTION OF: HOW TRAFFIC WAS GENERATED:  Targeted eMail V Bulk, untargeted  Key-phrase targeted SEO V unqualified traffic  Managed Social engagement V Viral ‘novelty’  Targeted Advertising V General Advertising Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 35. © Copyright 2011/12, praxisnow.ie - 35 9 LEVERAGE THE NEW GOOGLE ANALYTICS Event tracking Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 36. © Copyright 2011/12, praxisnow.ie - 36 TRACKING EVENTS IN THE ONLINE SALES PROCESS DOWNLOADS SOCIAL ANALYTICS VIDEO VIEWS ACTIONS TAKEN CONTENT VIEWED GOAL FUNNELS Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 37. © Copyright 2011/12, praxisnow.ie - 37 Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 38. © Copyright 2011/12, praxisnow.ie - 38 10 DON’T TRY TO FOOL GOOGLE Recent Carnage on the Search Engines Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  • 39. © Copyright 2011/12, praxisnow.ie - 39 COMPETITIVE STRATEGIES IN INTERNATIONAL SEARCH MARKETING JOHN COBURN 20th October 2011 Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie