Global SEO Approach Case Study Mascus – Finnish Company with a Truly Global SEO Approach IMC Helsinki, 2010 Your  w ay  t ...
Your way to be no.1 in search engines worldwide… The Two Speakers <ul><li>Tomasz Odrobiński </li></ul><ul><li>Internationa...
Your way to be no.1 in search engines worldwide… About Bluerank <ul><li>Full-service SEM Agency </li></ul><ul><ul><li>25 e...
Your way to be no.1 in search engines worldwide… Few Words about Mascus
Facts on Mascus <ul><li>100.000 ads </li></ul><ul><li>1,2 million unique visitors/month </li></ul><ul><li>Local sales offi...
First Truly Global Premium Media All Mascus ads are visible in all local portals More to Come
Action plan / focus countries 2010–2013 - Page  <ul><li>2011 </li></ul><ul><li>Bulgaria </li></ul>Africa/Middle East North...
Europe Licence partner s for  31 countries 35 O wn offices in 4 countries L ess than 10  custromers  or n o sales ICMA  me...
Operating Model - license / franchise <ul><li>Mascus provide s </li></ul><ul><li>License to use  </li></ul><ul><li>Solutio...
Five pillars of our work Mascus is working for  ISO 9001:2008 Certificate Operations  Marketing Sales IT Business  Develop...
Marketing strategy – Mascus it… - Page  Traffic - Loyal users Power of a brand Top of the mind brand Mascus it…   Bring tr...
Your way to be no.1 in search engines worldwide… The SEO Process History
It all began in 2006… Your way to be no.1 in search engines worldwide…
SEO Status at that Time Your way to be no.1 in search engines worldwide… <ul><li>No SEO so far: </li></ul><ul><ul><li>Long...
The Multilingual SEO Challenges Your way to be no.1 in search engines worldwide…
New SEO friendly platform
Project Organization - Page  Central activities M ascus Headquarters  Strategy decisions Onsite links, domains SEO – imple...
Local Level SEO Approach Your way to be no.1 in search engines worldwide… SEO Vendor Experience and knowledge collected wi...
Your way to be no.1 in search engines worldwide… Activities – from strategy to operational work Strategy Tactics Operation...
The SEO Strategy Your way to be no.1 in search engines worldwide…
The SEO Tactics Your way to be no.1 in search engines worldwide…
The SEO „Everyday” Work Your way to be no.1 in search engines worldwide…
Your way to be no.1 in search engines worldwide… Examples of our Work 2006 2007 2008 2009 2010
Multilingual Content Development Your way to be no.1 in search engines worldwide… Tractors Category on Mascus UK & USA
Multilingual Content Development Your way to be no.1 in search engines worldwide… Tractors Category on Mascus UK & USA
Differentiation of Product Card Listings Your way to be no.1 in search engines worldwide…
Differentiation of Product Card Listings Your way to be no.1 in search engines worldwide…
Differentiation of Search Results Pages Your way to be no.1 in search engines worldwide… „ Tractors” Search Results on Mas...
Category Order Changes Your way to be no.1 in search engines worldwide… Reflected Sector Popularity in Country
Press Release Distribution Your way to be no.1 in search engines worldwide… Global & Local Distribution
High Quality Link Building Your way to be no.1 in search engines worldwide… Content Relevant Links only
Support Model Your way to be no.1 in search engines worldwide… Communication & Reporting Solutions 200+ high quality links...
Support Model Your way to be no.1 in search engines worldwide… Reporting Solutions
Your way to be no.1 in search engines worldwide… What did we learn during the project?
The Holy Grail of Indexation Your way to be no.1 in search engines worldwide…
Duplicate Content is a Problem Your way to be no.1 in search engines worldwide…
Content Development & Translation Your way to be no.1 in search engines worldwide…
Coordination is the Key to Success Your way to be no.1 in search engines worldwide…
Consistency of Activities on All Markets  Your way to be no.1 in search engines worldwide…
Your way to be no.1 in search engines worldwide… The Results, finally  
Current SEO Status Your way to be no.1 in search engines worldwide…
Unique Vistors 2004-2009 - Page  + 94%  November/ 2009  vs  November/ 2008 1 million unique visitors achieved
Traffic stracture
Universal Search Exposure - Page
Quick Indexation of New Content - Page
Your way to be no.1 in search engines worldwide… The Future
SEO   / SEM  „ Must win ”  b a ttle <ul><li>Develop  efficient  and  effective   multilingual SEO methodology  which is su...
SEM is  expanding  – we need to work it out
More Challenges despite the Success
New site – new search engine – new opportunities
Your way to be no.1 in search engines worldwide… Any Questions?
Thank you for your attention Maciej Galecki [email_address] Tomasz Odrobinski [email_address]   Your  w ay  t o  b e  no. ...
Copyrights Information in this presentation is classified by the owner  as confidential and intended for the exclusive att...
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Global SEO Approach Case Study

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SEO Case study of Mascus - a Finnish Company with a Truly Global (Multilingual) SEO Approach presented at IMC Helsinki, 2010.

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  • Main advantages of SEO – relatively cheap, stable and high quality traffic that also builds credibility and brand awareness…
  • Once per month - d istributed to Magazines , Journalists , Cooperation Partners ; Published in ‘About Mascus’ ; Used in the Newsletters/Mailshots ; Used for SEO purposes (links included)
  • Content developments texts – Automatic and Custom ; Off site link building : PR publication , Forums activity , Blogs , Articles , Relevant pages links - All targeted .
  • Global SEO Approach Case Study

    1. 1. Global SEO Approach Case Study Mascus – Finnish Company with a Truly Global SEO Approach IMC Helsinki, 2010 Your w ay t o b e no. 1 i n s earch e ngines w orldwide … Maciej Galecki CEO, Bluerank Tomasz Odrobinski Internationalization / Marketing Director, Mascus
    2. 2. Your way to be no.1 in search engines worldwide… The Two Speakers <ul><li>Tomasz Odrobiński </li></ul><ul><li>Internationalization & Marketing Director, Mascus </li></ul><ul><li>Responsible for SEO Strategy Plan & Implementation </li></ul><ul><li>Currently supervises SEO Manager apart from his main responsibilities </li></ul><ul><li>Maciej Gałecki </li></ul><ul><li>CEO, Bluerank </li></ul><ul><li>As Bluerank, provided SEO services to Mascus in the past </li></ul><ul><li>Currently consults SEO Strategy for Mascus and supervises SEO services delivered to Mascus by Bluerank </li></ul>
    3. 3. Your way to be no.1 in search engines worldwide… About Bluerank <ul><li>Full-service SEM Agency </li></ul><ul><ul><li>25 employees; </li></ul></ul><ul><ul><li>One of the leading SEM agencies in Poland; </li></ul></ul><ul><ul><li>Large & Corporate Clients; </li></ul></ul><ul><ul><li>Broad global experience in Classified Media Industry; </li></ul></ul>
    4. 4. Your way to be no.1 in search engines worldwide… Few Words about Mascus
    5. 5. Facts on Mascus <ul><li>100.000 ads </li></ul><ul><li>1,2 million unique visitors/month </li></ul><ul><li>Local sales office in 30 countries and 4 continents </li></ul><ul><li>>11 0 persons in Mascus o rganization </li></ul><ul><li>Estimated turnover 2009: 5 MEUR </li></ul><ul><li>Belongs to Alma Media group </li></ul>“ World wide marketplace for heavy machinery and transport vehicles”
    6. 6. First Truly Global Premium Media All Mascus ads are visible in all local portals More to Come
    7. 7. Action plan / focus countries 2010–2013 - Page <ul><li>2011 </li></ul><ul><li>Bulgaria </li></ul>Africa/Middle East North/South America Asia/Oceania Europe <ul><li>Japan </li></ul><ul><li>South Korea </li></ul><ul><li>China </li></ul><ul><li>Taiwan </li></ul><ul><li>Israel </li></ul><ul><li>Magreb-region </li></ul><ul><li>Algeria, </li></ul><ul><li>Maroko </li></ul><ul><li>Tunesia </li></ul><ul><li>Mexico </li></ul><ul><li>Vietnam </li></ul><ul><li>Philippines </li></ul><ul><li>Venezuela </li></ul><ul><li>Uruguay </li></ul><ul><li>Columbia </li></ul><ul><li>Peru </li></ul><ul><li>Qatar </li></ul><ul><li>Jordan </li></ul><ul><li>Kuwait </li></ul>31 35 60 2012 <ul><li>India </li></ul><ul><li>Thailand </li></ul><ul><li>Argentina </li></ul><ul><li>Chile </li></ul><ul><li>Brazil </li></ul><ul><li>Saudi Arabia </li></ul><ul><li>UAE </li></ul><ul><li>Egypt </li></ul>46 <ul><li>2010 </li></ul><ul><li>Russia </li></ul><ul><li>Turkey </li></ul><ul><li>Croatia </li></ul>2013 55 h
    8. 8. Europe Licence partner s for 31 countries 35 O wn offices in 4 countries L ess than 10 custromers or n o sales ICMA members
    9. 9. Operating Model - license / franchise <ul><li>Mascus provide s </li></ul><ul><li>License to use </li></ul><ul><li>Solutions (concept) </li></ul><ul><li>Know–how (sales material, etc) </li></ul><ul><li>International customer base </li></ul><ul><li>Administration Panel </li></ul><ul><li>Training for sales persons </li></ul><ul><li>IT support </li></ul><ul><li>Ongoing improvements and further product development </li></ul><ul><li>Mascus gains </li></ul><ul><li>License fee (revenue Share) </li></ul><ul><li>Set up fee (one time) </li></ul><ul><li>Faster international development </li></ul><ul><li>Partner provide s </li></ul><ul><li>Sales organization </li></ul><ul><ul><li>Sales persons </li></ul></ul><ul><ul><li>Pricing </li></ul></ul><ul><ul><li>Invoicing </li></ul></ul><ul><li>Marketing </li></ul><ul><li>Local market knowledge </li></ul><ul><li>Local customer base </li></ul><ul><li>Partner gains </li></ul><ul><li>New product e-marketplace for used machines and trucks www.mascus.xx </li></ul><ul><li>Revenues – license fee </li></ul><ul><li>Synergy with existing business </li></ul>
    10. 10. Five pillars of our work Mascus is working for ISO 9001:2008 Certificate Operations Marketing Sales IT Business Development <ul><li>International deals (OEMs) </li></ul><ul><li>Cross boarder sales </li></ul><ul><li>Cross boarder banner sales </li></ul><ul><li>White label solutions </li></ul><ul><li>Admin tool and CRM </li></ul><ul><li>Sales materials and manual </li></ul><ul><li>Intranet – knowledge sharing system </li></ul><ul><li>Schooling and coaching/tutoring (locally and online) </li></ul><ul><li>Jira –system for bug reporting and improvements ideas </li></ul><ul><li>Brand guidelines </li></ul><ul><li>Ready made templates </li></ul><ul><li>Search Engine Marketing (SEO, SEM) support </li></ul><ul><li>Affiliates (Cooperations) system </li></ul><ul><li>Fair cooperation model </li></ul><ul><li>Mascus Magazine </li></ul><ul><li>Costs for servers, traffic/network connections, software license for servers </li></ul><ul><li>Cost per ad impressions for banner systems </li></ul><ul><li>Platform maintenance </li></ul><ul><li>Implementation of new products </li></ul><ul><li>Setting up of services (Plus, Publishers etc) </li></ul><ul><li>Integrations setup </li></ul><ul><li>Market feedback collection </li></ul><ul><li>New ideas for products identification – new products </li></ul><ul><li>Scheduling and prioritizing </li></ul><ul><li>Specification for IT </li></ul><ul><li>Testing and roll out </li></ul><ul><li>Producing documentation – online schoolings </li></ul><ul><li>Continuous improvements </li></ul><ul><li>Bug fixing </li></ul>
    11. 11. Marketing strategy – Mascus it… - Page Traffic - Loyal users Power of a brand Top of the mind brand Mascus it… Bring traffic in cost efficient way– SEO Balance Search Engine Traffic – Affiliates and Loyalty Communicate – build brand awareness User experience (Content/Website) Loyalty (MyMascus / Community) Reflect business of our customers (buyers/dealers/importers/exporters tools SEM SEO Link building Pay per clicks Co-operations Press Internet Internet - Internet Other affiliates Fairs Affiliates Communication Onsite communication PR (online, offiine) Newsletters Mailing campaigns Mascus Magazine
    12. 12. Your way to be no.1 in search engines worldwide… The SEO Process History
    13. 13. It all began in 2006… Your way to be no.1 in search engines worldwide…
    14. 14. SEO Status at that Time Your way to be no.1 in search engines worldwide… <ul><li>No SEO so far: </li></ul><ul><ul><li>Long, unfriendly links; </li></ul></ul><ul><ul><li>Low content indexation; </li></ul></ul><ul><ul><li>No unique meta tags… </li></ul></ul>Mascus Web Site in Jan, 2006; Source: Web.Archive.Org
    15. 15. The Multilingual SEO Challenges Your way to be no.1 in search engines worldwide…
    16. 16. New SEO friendly platform
    17. 17. Project Organization - Page Central activities M ascus Headquarters Strategy decisions Onsite links, domains SEO – implementation (with IT) New SEO applications Content development ideas Synergy: PR, Blogs, Video Methodology, Reporting, Measurable Education and building awareness Identification of opportunities Benchmark Global Trends follow up Long term perspective Ethical Search Engine Mascus Local Team External Local SEO Team 1-Keyword analysis 2-Competitors Analysis 3-Meta, Titles - Localization 4-Targeting of key phrases 5-Targeting long tail phrases 6-Content development 7-Link Building Links submissions, Use of Mascus Partner own network, Partners and Affiliates, Blogs, Forum Marketing, Online PR, Social Media Universal Search, etc 8-9-PPC campaigns All Mascus Team Members Country Managers Keywords Analysis, Translation checks Mascus Local Team IT External Consultants SEO Manager BD Marketing External local SEO company Country Manager External local SEO company Country Manager External local SEO company Country Manager
    18. 18. Local Level SEO Approach Your way to be no.1 in search engines worldwide… SEO Vendor Experience and knowledge collected within organization Easy contact with Partners and Affiliates SEO is one of the priorities Local Mascus Team In-house SEO Knowledge and process outside the Local Partner In-direct contact with Partners and Affiliates SEO is the only priority (pay-per-performance model) Local Mascus Team
    19. 19. Your way to be no.1 in search engines worldwide… Activities – from strategy to operational work Strategy Tactics Operations (24 people working at this level)
    20. 20. The SEO Strategy Your way to be no.1 in search engines worldwide…
    21. 21. The SEO Tactics Your way to be no.1 in search engines worldwide…
    22. 22. The SEO „Everyday” Work Your way to be no.1 in search engines worldwide…
    23. 23. Your way to be no.1 in search engines worldwide… Examples of our Work 2006 2007 2008 2009 2010
    24. 24. Multilingual Content Development Your way to be no.1 in search engines worldwide… Tractors Category on Mascus UK & USA
    25. 25. Multilingual Content Development Your way to be no.1 in search engines worldwide… Tractors Category on Mascus UK & USA
    26. 26. Differentiation of Product Card Listings Your way to be no.1 in search engines worldwide…
    27. 27. Differentiation of Product Card Listings Your way to be no.1 in search engines worldwide…
    28. 28. Differentiation of Search Results Pages Your way to be no.1 in search engines worldwide… „ Tractors” Search Results on Mascus DE & AT
    29. 29. Category Order Changes Your way to be no.1 in search engines worldwide… Reflected Sector Popularity in Country
    30. 30. Press Release Distribution Your way to be no.1 in search engines worldwide… Global & Local Distribution
    31. 31. High Quality Link Building Your way to be no.1 in search engines worldwide… Content Relevant Links only
    32. 32. Support Model Your way to be no.1 in search engines worldwide… Communication & Reporting Solutions 200+ high quality links collected each month
    33. 33. Support Model Your way to be no.1 in search engines worldwide… Reporting Solutions
    34. 34. Your way to be no.1 in search engines worldwide… What did we learn during the project?
    35. 35. The Holy Grail of Indexation Your way to be no.1 in search engines worldwide…
    36. 36. Duplicate Content is a Problem Your way to be no.1 in search engines worldwide…
    37. 37. Content Development & Translation Your way to be no.1 in search engines worldwide…
    38. 38. Coordination is the Key to Success Your way to be no.1 in search engines worldwide…
    39. 39. Consistency of Activities on All Markets Your way to be no.1 in search engines worldwide…
    40. 40. Your way to be no.1 in search engines worldwide… The Results, finally 
    41. 41. Current SEO Status Your way to be no.1 in search engines worldwide…
    42. 42. Unique Vistors 2004-2009 - Page + 94% November/ 2009 vs November/ 2008 1 million unique visitors achieved
    43. 43. Traffic stracture
    44. 44. Universal Search Exposure - Page
    45. 45. Quick Indexation of New Content - Page
    46. 46. Your way to be no.1 in search engines worldwide… The Future
    47. 47. SEO / SEM „ Must win ” b a ttle <ul><li>Develop efficient and effective multilingual SEO methodology which is suitable for Mascus franchise cooperation concept and reflects continuous development of search engines globally allowing to improve the competitive advantage over competitors in search engine organic listings . </li></ul>10/11/10 - Page
    48. 48. SEM is expanding – we need to work it out
    49. 49. More Challenges despite the Success
    50. 50. New site – new search engine – new opportunities
    51. 51. Your way to be no.1 in search engines worldwide… Any Questions?
    52. 52. Thank you for your attention Maciej Galecki [email_address] Tomasz Odrobinski [email_address] Your w ay t o b e no. 1 i n s earch e ngines w orldwide …
    53. 53. Copyrights Information in this presentation is classified by the owner as confidential and intended for the exclusive attention of the recipient of this document. Any distribution or duplication of the content is possible only after receiving written permission from Bluerank Sp . z o.o. and Alma Media OY Mascus. Your w ay t o b e no. 1 i n s earch e ngines w orldwide …

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