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Enterprise Ireland presentation - International seo and content June 2018

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Enterprise Ireland eBusiness Event Presentation - June 2018
International SEO, Content Clustering, PPC versus SEO, Find out how search engines work. SEO Tools - Hub5050.com - abcdigital.ie , creatorseo.com

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Enterprise Ireland presentation - International seo and content June 2018

  1. 1. International SEO and Content Clustering Enterprise Ireland eMarketing Event Using the Internet to Compete in International Markets John Caldwell john@creatorseo.com 061 513267 086 2410295
  2. 2.  Physicist & Marketeer  Multi-Nationals & SME’s - Global Marketing and Intelligence Teams  Founded CreatorSEO/ABC Digital and Intelligence Market  Specialise in helping businesses grow internationally
  3. 3. Some of our customers ........
  4. 4. • The Search Landscape and how Search Engines Work • Amazon • Content Clustering • International SEO • PPC versus SEO • Duplicate Content • Tips Areas covered:
  5. 5. Search Engine Optimisation - Introduction
  6. 6. Strategy Meeting a need! Relevancy & Engagement
  7. 7. 4 Seconds
  8. 8. If your not on page 1 of search results you don’t exist! Perception is reality
  9. 9. Search engines – How they work?
  10. 10. What a Search Engine Sees
  11. 11. RankBrain - Artificial Intelligence – Machine Learning 1. You are being watched 2. Google learns from us 3. We create our own social environments 4. It happens invisibly 5. SEO experts use this knowledge!! Search engines today!!
  12. 12. Which? - search engines!
  13. 13. … but it is usually enough to focus on the main Search Engines • Ranking = 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..
  14. 14. … and let’s not forget
  15. 15. Search Pyramid Social Link Building Keyword Research & Targeting Accessible Quality Content Bring all this together with intelligence
  16. 16. The search demand curve Source: SEOMoz 1 2 3-4 4+
  17. 17. What is Google looking for?
  18. 18. You need to think like Google: Keyword relationships and usage – close bonds between keywords on each page Date can be important – most recent content – if applicablePredict what you are looking for! The intent of your search – information open queries - location matters
  19. 19. Unique content Google likes unique content Does your content on a PAGE meet all the searcher’s needs? Are you better at giving the searcher the information they need?
  20. 20. 22 Interprets your query Determines your search intent Selects which ranking signals match best Rank Brain ……. Signals Key terms Freshness Inbound authority Engagement Content depth Related topics ………
  21. 21. Amazon and Optimising
  22. 22. 45+ Million Search Queries per Day Do you need to be on Amazon? Amazon is the World’s biggest ecommerce site
  23. 23. Transactional Searches Optimising on Amazon Amazon Product Page •Relevance •Performance
  24. 24. 26 Good product title Bullet point product description Include the Sellers Name Backend Keywords Complete the Brand field Amazon Relevancy …….
  25. 25. 27 Price High quality images Conversion rate Amazon reviews Amazon Performance …….
  26. 26. Content Silos/Clustering
  27. 27. 31 Typical Site Organisation Top / Home Page Top level categories Sub categories Detailed pages
  28. 28. A content cluster is the grouping of related content around key terms. These key terms are topical grouped on areas or themes. These are implemented on your website / digital needs
  29. 29. 33 Clustered Content Organisation Top / Home Page Move all pages up one level & Cluster by topic
  30. 30. 34 Clustered Content Organisation
  31. 31. 37 Content Example – Google.co.uk ranking Term 1 Term 2 Term 3 Term 4 Term 5 Ranking before process >500 201 306 432 >500 Implemented Silos & taxonomy 145 61 114 92 345 Relevancy - meta / content 86 39 51 44 74 LinkedIn engagement 52 30 64 37 49 Consistency – links / language 48 27 31 33 37 New relevant content (daily) 3 4 2 5 11
  32. 32. 38 Think like Google! Content - Authority - Authenticity - Trust
  33. 33. Some key tools mysiteperformance.com
  34. 34. Marketing - Google Alerts & Google News & Google Publisher
  35. 35. HUB5050 Just Launched – WordPress Website Ranking and Competitor Tracking Plugin
  36. 36. HUB5050 Just Launched – Search Market Share available in 6 weeks!
  37. 37. Internationalisation Google.ie,Google.co.uk,Google.de,Google.fr……
  38. 38. Trading internationally • Common situations: • one country, several languages • one language, several countries
  39. 39. Trading internationally • What can be done? • domains by country? • main domain and subdirectories per language? • sub domains? • Geo targeting on Google
  40. 40. 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?
  41. 41. Trading internationally (option chosen by most businesses) • 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)
  42. 42. Trading internationally • Sub-domains or Domain name alias • us.creatorseo.com • fr.creatorseo.com • de.creatorseo.com • Search Engines consider subdomains almost a completely different entity than their domain • they don’t inherit most of the domain's relevancy • … but are a more integrated approach than having a number of unrelated domain names X
  43. 43. Trading internationally A new domain starts with ZERO domain authority
  44. 44. The Price of SEO – rule of thumb values X is the price of design and development of the base website • Optimise the entire site and rank key terms on the first page • Low competition • Medium competition • High competition • Above plus rank in a number of regions These times and values are based on the site owner dedicating a moderate amount of time on the content generation 1 to 5X – 3 to more than 12 months 3 to 7X – 6 to more than 18 months 5 to 11X – 12 to more than 36 months 5 to … nX – more than 18 months • Get the basics in place 0.5 to 1X – 1 to 3 months • Optimise key landing pages and 1 to 3X – 3 to 6 months rank key terms on the first page on Google
  45. 45. Competition
  46. 46. Competition ---- Perception is Reality • On-line competition may not be your traditional competition • Different competitors in different regions SEO is about beating your competition in the targeted geographies
  47. 47. 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 • What are they searching for?
  48. 48. Keyword Avg. Monthly Searches World wide(exact match only) Avg. Monthly Searches US (exact match only) Avg. Monthly Searches UK (exact match only) Avg. Monthly Searches Canada (exact match only) Avg. Monthly Searches Germany (exact match only) Avg. Monthly Searches France (exact match only) Avg. Monthly Searches China (exact match only) Avg. Monthly Searches India (exact match only) hotels in dublin 49,500 1,900 19,000 390 590 110 10 90 dublin hotels 33,100 3,600 17,000 880 480 140 10 70 hotels dublin 18,100 590 6,600 170 1,000 390 10 10 hotel dublin 14,800 260 2,400 110 2,400 3,600 10 10 And that’s just English!
  49. 49. PPC versus SEO
  50. 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 months  requires ongoing learning and experience to achieve results  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  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. 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. 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. Duplicate Content
  55. 55. Duplicate Content and Languages • Google and Bing have clearly said to keep one language on one URL. - Proxied content - Content served by a cookie - Side-by-side translations Can be very problematic for search engines to index a page in more than one language. You want 1 URL = 1 language
  56. 56. Duplicate Content and Language Flags • Hreflang tags are intended to ensure the correct localised page is seen by Google • You can have multi-country targeted content in the same language. - You need to combine hreflang tags + some localisation!
  57. 57. Ways to avoid Duplicate Content • Use Hreflang tags • Localised keyword optimisation • Have local content … maybe testimonials • Name, Address, Phone, Currencies, Google Business profile • Localised HTML sitemaps • Localised navigation and home page features that cater to specific audiences • Localised images that resonate with the audience • Obtain links from local links
  58. 58. Speed
  59. 59. UX • 50% of smartphone users said if they were unhappy with their experience on a mobile site or an app, they would be less likely to buy products or services from that company in the future. • SEO content must give a good UX • GDPR
  60. 60. Some Final SEO Tips • Create useful page titles • Use informative URLs • Provide relevant page descriptions • Add your business to Google + • Manage your site links • Get a local mailing address • Use a translator! • Value proposition • Call to action • Speed • Clustering • Relevant and most recent unique content Google shows search results based on what's best for the user
  61. 61. john@creatorseo.com John Caldwell john@creatorseo.com 061 513267/ 01 5313061 086 2410295

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