John Caldwell
john@creatorseo.com
061 513267/ 01 5313061
086 2410295
1. Introduction
Internet marketing
•

SEO

•

PPC

•

Social Media

•

Videos

•

Website ……
IM Strategy
Digital strategy:

Marker-place analysis:

Goals and KPI’s:

Strategy:
The Social Landscape
SEO Introduction
Customers expect to find information for products
and services in multiple on-line locations
SEO is the p...
SEO Introduction
A Web site is, by definition, a singular on-line entity.
It has a unique address, internal links and menu...
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 ...
Google Queries

http://www.quora.com/How-many-search-queries-does-Google-serve-worldwide-every-day
How Do Search Engines Work?
Spider “crawls” the web to find new documents (web
pages, other documents) typically by follow...
What a Search Engine Sees
What a Search Engine Sees
Understanding the Search Page
The Golden Triangle
The Golden triangle

When it comes to getting your website found and then converting your traffic into leads
and sales, yo...
2. Which?

- search engines!
Be found on the internet
Ranking
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
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 algori...
There are hundreds of Search Engines

… but you can get very good results by optimising the site for the primary search
en...
Be found on the internet
Ranking
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
Be found on the internet
Ranking
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
Be found on the internet
Ranking
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
World-Wide Search Engine
Market Share
Search Engine Market Share
Search Engine Market Share
What do Search Engines think?
3. SEO

Strategy
Strategy

Language? Culture?
Search Pyramid
Search Pyramid
You have to get these
right first
Before you get these
right first

Local quality content is king

Search Pyramid
Hummingbird and Carousel
The search demand curve

Source: SEOMoz
Search and targeting

1
Search and targeting

1

2
Search and targeting

1

2

3-4
Search and targeting

1

2

3-4

4+
4. Geographic

Targeting
Google.ie
Trading internationally
Common situations:
one country, several languages
one language, several countries
Trading internationally
What can be done?
domains by country?
main domain and subdirectories per language?
main domain and...
Trading internationally
Best option domains by country
creatorseo.com
creatorseo.fr
creatorseo.de

but
complicated to mana...
Trading internationally
Directories by country/language
creatorseo.com/us/
creatorseo.com/fr/
creatorseo.com/de/

One lang...
Trading internationally
Directories by country/language
Cheaper
Less technical resources required
Easier to manage and coo...
Trading internationally
Subdomains by country

X

Search Engines consider subdomains almost a
completely different entity ...
5. Competition
Competition
On-line competition may not be your traditional
competition
Different competitors in different regions

SEO is...
Search is a process

www.creatorseo.com
6. PPC

versus SEO
PPC versus “Organic” SEO
Pay-Per-Click

“Organic” SEO

results in 1-2 days

results take 2 weeks to months

easier for a n...
PPC versus “Organic” SEO
Pay-Per-Click

“Organic” SEO

generally more costly per visitor
and per conversion

generally mor...
PPC versus “Organic” SEO
Pay-Per-Click

“Organic” SEO

Ability to generate exposure on
related sites (AdSense)

ability to...
Which one?
You shouldn't be limited to SEO or PPC.
Integration is the best approach. Each has
different strengths and weak...
7. Audience
Audience
Know your audience
Cultural
In Mediterranean counties
- Internet use is driven more by social factors rather
than...
8. Local

content
Local content
Use local addresses and contact information
Add local case studies/ testimonials
with names and images

Cust...
9. Design and

usability
Basic requirements for any
website
A web site is a bit like an advert!
Clear purpose
Easy to use / intuitive
High impact
-...
Design and usability
Different countries prefer different design
aesthetics
Recreating your website in a different languag...
10. Be

local
Register each site with Google Places, Bing
Business Portal for example.
11. Tools
Tools to use

www.mysiteperformance.com
12. Google

guidance
Guidance
Create useful page titles
Use informative URLs
Provide relevant page descriptions
Add your business to Google Pla...
Guidance
Value proposition
Call to action
Relevance
User experience
Things to watch out for
Spelling, stylistic, or factual errors
Is your content mass-produced by or outsourced
to a large n...
Some Final Tips
Get a local mailing address
Send website visitors to the right domain
Speed
Add Google translate to your s...
Some Final Tips
Country Top Level Domain's automatically
associated to country
Webmaster tools help directories-by-country...
John Caldwell
john@creatorseo.com
061 513267/ 01 5313061
086 2410295
International Search Placement | John Caldwell - CreatorSEO
International Search Placement | John Caldwell - CreatorSEO
International Search Placement | John Caldwell - CreatorSEO
International Search Placement | John Caldwell - CreatorSEO
International Search Placement | John Caldwell - CreatorSEO
International Search Placement | John Caldwell - CreatorSEO
International Search Placement | John Caldwell - CreatorSEO
International Search Placement | John Caldwell - CreatorSEO
International Search Placement | John Caldwell - CreatorSEO
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International Search Placement | John Caldwell - CreatorSEO

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Enterprise Ireland - eMarketing Event - Dublin - Oct 2013

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International Search Placement | John Caldwell - CreatorSEO

  1. 1. John Caldwell john@creatorseo.com 061 513267/ 01 5313061 086 2410295
  2. 2. 1. Introduction
  3. 3. Internet marketing • SEO • PPC • Social Media • Videos • Website ……
  4. 4. IM Strategy Digital strategy: Marker-place analysis: Goals and KPI’s: Strategy:
  5. 5. The Social Landscape
  6. 6. 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
  7. 7. 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
  8. 8. 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.
  9. 9. Google Queries http://www.quora.com/How-many-search-queries-does-Google-serve-worldwide-every-day
  10. 10. 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
  11. 11. What a Search Engine Sees
  12. 12. What a Search Engine Sees
  13. 13. Understanding the Search Page
  14. 14. The Golden Triangle
  15. 15. The Golden triangle When it comes to getting your website found and then converting your traffic into leads and sales, you should take The Golden Triangle very seriously.
  16. 16. 2. Which? - search engines!
  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 ………….. 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:
  19. 19. There are hundreds of Search Engines … but you can get very good results by optimising the site for the primary search engines
  20. 20. Be found on the internet Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  21. 21. Be found on the internet Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  22. 22. Be found on the internet Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  23. 23. World-Wide Search Engine Market Share
  24. 24. Search Engine Market Share
  25. 25. Search Engine Market Share
  26. 26. What do Search Engines think?
  27. 27. 3. SEO Strategy
  28. 28. Strategy Language? Culture?
  29. 29. Search Pyramid
  30. 30. Search Pyramid You have to get these right first
  31. 31. Before you get these right first Local quality content is king Search Pyramid
  32. 32. Hummingbird and Carousel
  33. 33. The search demand curve Source: SEOMoz
  34. 34. Search and targeting 1
  35. 35. Search and targeting 1 2
  36. 36. Search and targeting 1 2 3-4
  37. 37. Search and targeting 1 2 3-4 4+
  38. 38. 4. Geographic Targeting
  39. 39. Google.ie
  40. 40. Trading internationally Common situations: one country, several languages one language, several countries
  41. 41. 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
  42. 42. 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?
  43. 43. 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/ mycompany.com/es-mx/ (Peru) (Mexico)
  44. 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. 45. Trading internationally Subdomains by country X 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
  46. 46. 5. Competition
  47. 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. 48. Search is a process www.creatorseo.com
  49. 49. 6. PPC versus SEO
  50. 50. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEO results in 1-2 days results take 2 weeks to months easier for a novice or one with little knowledge of SEO requires ongoing learning and experience to achieve results ability to turn on and off at any moment and easily updated! very difficult to control flow of traffic
  51. 51. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEO generally more costly per visitor and per conversion generally more cost-effective, does not penalize for more traffic fewer impressions and exposure easier to compete in highly competitive market space (but it will cost you!) SERPs are more popular than sponsored ads very difficult to compete in highly competitive market space
  52. 52. PPC versus “Organic” SEO Pay-Per-Click “Organic” SEO Ability to generate exposure on related sites (AdSense) ability to generate exposure on related websites and directories ability to target “local” markets more difficult to target local markets better for short-term and highmargin campaigns better for long-term and lower margin campaigns
  53. 53. Which one? You shouldn't be limited to SEO or PPC. Integration is the best approach. Each has different strengths and weaknesses.
  54. 54. 7. Audience
  55. 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
  56. 56. 8. Local content
  57. 57. 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
  58. 58. 9. Design and usability
  59. 59. Basic requirements for any website A web site is a bit like an advert! Clear purpose Easy to use / intuitive High impact - you have only 4-6 seconds to impress! Optimised for visitors Target audience Easily found by the target audience Content must be dynamic and interesting
  60. 60. 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
  61. 61. 10. Be local
  62. 62. Register each site with Google Places, Bing Business Portal for example.
  63. 63. 11. Tools
  64. 64. Tools to use www.mysiteperformance.com
  65. 65. 12. Google guidance
  66. 66. Guidance Create useful page titles Use informative URLs Provide relevant page descriptions Add your business to Google Places Manage your site links
  67. 67. Guidance Value proposition Call to action Relevance User experience
  68. 68. 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?
  69. 69. Some Final Tips Get a local mailing address Send website visitors to the right domain Speed Add Google translate to your site
  70. 70. 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
  71. 71. John Caldwell john@creatorseo.com 061 513267/ 01 5313061 086 2410295

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