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Overview of Chinese Search Marketing - SEO/SEM


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Introduction to Chinese Search Engine Marketing and Search Engine Optimization. Practical presentation that outlines tips, techniques and best practices to undertaking SEM & SEO in China.

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Overview of Chinese Search Marketing - SEO/SEM

  1. 1. The  Digital  Experts  Chinese Search Engine OptimizationUnderstanding  the  Engines  &  Building  Successful  Sites   Version  1.0  
  2. 2. Agenda •  The Chinese Search Landscape •  How Search Engines Work •  Conducting Keyword Research •  The Keyword Demand Landscape •  Link Building Strategies •  Social Media & the Web’s Influencers •  Search Engine Marketing: Google & Baidu©  2011  SinoTech  Group  (China)  Limited
  3. 3. Introduction to the Search Marketing Landscape©  2011  SinoTech  Group  (China)  Limited
  4. 4. Chinese Search 4.9%   19.6%   Baidu   Google   Other   75.5%   Data  Source:  ©  2011  SinoTech  Group  (China)  Limited
  5. 5. Global Search©  2011  SinoTech  Group  (China)  Limited
  6. 6. Introduction and Tips for Search Engine Optimization©  2011  SinoTech  Group  (China)  Limited
  7. 7. The SEO Pyramid Algorithmic Ranking Factors©  2011  SinoTech  Group  (China)  Limited
  8. 8. Crawlability / Link Architecture©  2011  SinoTech  Group  (China)  Limited
  9. 9. Duplicate content & Canonicalization  ©  2011  SinoTech  Group  (China)  Limited
  10. 10. Canonical URL Tag©  2011  SinoTech  Group  (China)  Limited
  11. 11. 301 Redirects 302s©  2011  SinoTech  Group  (China)  Limited
  12. 12. Duplicate Titles & Meta Descriptions©  2011  SinoTech  Group  (China)  Limited
  13. 13. Search Friendly URL’s http:// Keywords in page name, separated by hyphen Single domain Shallow folder structure with relevant words©  2011  SinoTech  Group  (China)  Limited
  14. 14. Search UN-Friendly URL’ No keywords in the URL string Unnecessary Subdomain Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters©  2011  SinoTech  Group  (China)  Limited
  15. 15. Fixing Broken Links & 404’s©  2011  SinoTech  Group  (China)  Limited
  16. 16. Blocking Robots (1)©  2011  SinoTech  Group  (China)  Limited
  17. 17. Blocking Robots (2)©  2011  SinoTech  Group  (China)  Limited
  18. 18. XML Sitemaps©  2011  SinoTech  Group  (China)  Limited
  19. 19. Webmaster Tools (Google)©  2011  SinoTech  Group  (China)  Limited
  20. 20. Webmaster Tools (Bing)©  2011  SinoTech  Group  (China)  Limited
  21. 21. Sitemap Tool (Baidu)  ©  2011  SinoTech  Group  (China)  Limited
  22. 22. Search Engine Guidelines©  2011  SinoTech  Group  (China)  Limited
  23. 23. Title Tags SinoTech  Group  –  Social  Media  Intelligence  Experts    ©  2011  SinoTech  Group  (China)  Limited
  24. 24. Meta Descriptions “Sinotech  Group  has  developed  one  of  the  World’s  most  sophis.cated  Digital  Intelligence  plaVorms  to      ©  2011  SinoTech  Group  (China)  Limited
  25. 25. Tag Length Recommendations©  2011  SinoTech  Group  (China)  Limited
  26. 26. Anchor Text Giantpanda     Giantpanda   I Guess the Page is about Giant Panda’s. Giantpanda     GGiantpanda   Giantpanda   hWp://www.Giant-­‐”>              The  Giant  Panda                    </a>  ©  2011  SinoTech  Group  (China)  Limited
  27. 27. Page Copy©  2011  SinoTech  Group  (China)  Limited
  28. 28. Image Alt Attributes Good keyword usage in the alt tag©  2011  SinoTech  Group  (China)  Limited
  29. 29. Meta Keywords Tag ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  30. 30. H1, H2, H(x) Tags ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  31. 31. Search Engine “Submission” ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  32. 32. Search Engine “Submission” ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  33. 33. Conducting Keyword Research©  2011  SinoTech  Group  (China)  Limited
  34. 34. Identify High Value Keywords ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  35. 35. The “Best” Words/Phrases to Target ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  36. 36. Introduction to Keyword & Query Charactoristics©  2011  SinoTech  Group  (China)  Limited
  37. 37. The Long Tail of Keyword Demand (1) ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  38. 38. The Long Tail of Keyword Demand (2)  ©  2011  SinoTech  Group  (China)  Limited
  39. 39. The Long Tail of Keyword Demand (3)©  2011  SinoTech  Group  (China)  Limited
  40. 40. The Long Tail of Keyword Demand (4)©  2011  SinoTech  Group  (China)  Limited
  41. 41. The Long Tail of Keyword Demand (5)©  2011  SinoTech  Group  (China)  Limited
  42. 42. Tips for Keyword Research©  2011  SinoTech  Group  (China)  Limited
  43. 43. Start with Your Seed List ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  44. 44. Create Spreadsheet w/ these Columns ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  45. 45. Get Google Search Demand Numbers ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  46. 46. Guesstimate Conversion Rate ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  47. 47. Use PPC Campaign Data ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  48. 48. Add Keyword Difficulty Data We like using a weighted average of the Page Authority metric ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  49. 49. High Volume and Low Difficulty Terms First ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  50. 50. Conduct Competitive Metrics Analysis ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  51. 51. Tools Help Provide Scores ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  52. 52. Link Building Strategies©  2011  SinoTech  Group  (China)  Limited
  53. 53. #1-Manual Link Submission/Request ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  54. 54. #2-Competitive Link Research/Acquisition ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  55. 55. #3-Links Via Embedded Content ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  56. 56. #4-Linkbait & Viral Campaigns ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  57. 57. #5-Content, Technology & API Licensing ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  58. 58. #6-Partnerships, Exchanges & Trades ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  59. 59. #7-Paid Links ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  60. 60. #8-Link Reclamation ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  61. 61. Introduction and Tips for Link Building Strategies©  2011  SinoTech  Group  (China)  Limited
  62. 62. Link for Individual Rankings ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  63. 63. Links for Domain “Authority” ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  64. 64. Links for Indexation ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  65. 65. Links for Traffic & Branding ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  66. 66. Links for Conversion ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  67. 67. Search Engine Marketing on Google & Baidu©  2011  SinoTech  Group  (China)  Limited
  68. 68. China – Search Engine Marketing Most companies use Baidu and Google to reach the Chinese audience. They have SEM programs called: • Baidu PPC Phoenix Nest • Google Adwords©  2011  SinoTech  Group  (China)  Limited
  69. 69. Organic vs. Paid Search (1) Paid Organic ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  70. 70. Organic vs. Paid Search (2) Paid Organic ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  71. 71. Organic vs. Paid Search (3)10% of Clicks90% of Clicks ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  72. 72. Click-Through Rates Click  rates  of  2007   ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  73. 73. China – Search Engine Marketing When considering the search campaign, note that Baidu Phoenix Nest and Google Adwords both employ an account structure that consists of 3 major levels: •  Campaigns •  Ad groups •  Ads and keywords©  2011  SinoTech  Group  (China)  Limited
  74. 74. Quality Score & Keyword Quality (Google) Quality Score & Keyword Quality (Google) Adwords: Google Adwords Quality Score: Quality Score is re-calculated every time your keyword is eligible to trigger an ad. Adwords Quality Score algorithm differs when it is affecting ads on Google and the Search Network or ads on the Content Network. Google Includes Ad Position in Adwords Quality Score Calculation: As click through rate (CTR) is one of the most important factors in ranking ads, and normally the higher the ad ranks, the more clicks the ad gets. Landing Page Load Time to Affect Adwords Quality Score: Optimize your landing pages will improve the Quality Score of your Google Adwords campaigns’ performance.©  2011  SinoTech  Group  (China)  Limited
  75. 75. Quality Score & Keyword Quality (Baidu) Baidu Phoenix Nest: Baidu PPC Keyword Quality: Ad ranking in Baidu’s new PPC system, Phoenix Nest, is very much based on keywords’ maximum cost-per- click (CPC) and keyword quality, after Baidu’s retires the old PPC system. Factors in keyword quality includes click through rate (CTR).©  2011  SinoTech  Group  (China)  Limited
  76. 76. Keyword Matching & Click Reports (Google)   Keyword Matching & Click Reports (Google) Adwords: Adwords Search Query Report: Shows search queries that have led visitors to your website through your Adwords ads, and connects the clicks to conversions in most Adwords reports for all further keyword analysis. Adwords Broad Match Keywords: A keyword match type that is used in conjunction with negative match keywords to maximize the number of clicks, discover new keywords, and reduce cost. Adwords Negative Keywords: A keyword match type to reduce cost by excluding irrelevant clicks. You can use negative keywords as negative broad, negative phrase or negative exact in your campaigns or ad groups. Adwords Separates Statistics for Google and Search Partners: Google reveals the origins of clicks you have received by separately reporting clicks of Google search and clicks of Search Network (Google’s search partners)©  2011  SinoTech  Group  (China)  Limited
  77. 77. Keyword Matching & Click Reports (Baidu)   Baidu Phoenix Nest: Baidu PPC Search Queries: Shows search queries that have led visitors to your website through your Baidu PPC ads, but does not connect the clicks to conversions for any further keyword analysis. A basic negative keyword matching can be applied to Baidu Phoenix Nest campaigns.©  2011  SinoTech  Group  (China)  Limited
  78. 78. Ad Text Optimization   Ad Text Optimization Adwords: Adwords Dynamic Keyword Insertion: DKI helps you automate ad text creation, allows you to minimize the time you spend manually creating and managing your ad groups, ensures your ads are relevant and improves your ads’ click through rates (CTR). Adwords Trademark Keywords: Google’s trademark policies are applied on ads and keywords, and differ from country to country. If your competitors have infringed your company’s trademarked “terms” on Adwords, file complaints through Google’s online trademark complaint procedure. Baidu Phoenix Nest: Dynamic keyword insertion can be applied to any ad text. Note: You need to contact Baidu’s account management team to file protection for your trademarked “terms”.©  2011  SinoTech  Group  (China)  Limited
  79. 79. PPC Editing Tools   PPC Editing Tools Adwords: Adwords Editor: When you have a large number of Adwords campaigns, ad groups, ads and/or keywords, use Google Adwords Editor to download your account, update your campaigns, ad groups, ads and/ or keywords offline, and then upload your changes to your Adwords account. Adwords Editor shows Quality Score of your keywords and is available in almost 40 languages. The tools includes keyword opportunities tool and keyword grouper. Baidu Phoenix Nest: Baidu PPC Editor: A basic editor that allows you to create/edit campaigns, ad groups, ads and keywords offline and then post changes to Baidu Phoenix Nest.©  2011  SinoTech  Group  (China)  Limited
  80. 80. Conversion Optimization Tools, Auto-bidding Tool (Google)   Adwords: Adwords Conversion Optimizer Tips and Adwords Conversion Optimizer Review: An optimization algorithm that manages your keywords’ cost-per- click (CPC) bids by keeping the cost of each conversion below the maximum cost-per-acquisition (CPA) you specify, based on your Adwords campaigns’ historical conversion data. Adwords Conversion Optimizer Target CPA Bidding: Specify the average amount (or actual cost) you will pay for a conversion and Targeting CPA bidding will automate your keywords’ cost-per-click (CPC) bids. Google Adwords Bid Simulator: Get estimation of cost, clicks and impressions before setting your keyword’s maximum cost-per-click (CPC). Adwords Bid Simulator’s prediction is based on your keywords’ bids and Quality Score, the keyword bids and keyword Quality Score of your competitors, historical search volume of and Google’s Search Network of your keywords, and historical click volume of your keywords.©  2011  SinoTech  Group  (China)  Limited
  81. 81. Conversion Optimization Tools, Auto- bidding Tool (Baidu)   Baidu Phoenix Nest: Baidu offers no tool for your campaigns’ conversion optimization or keywords’ cost-per-click (CPC) auto-bidding.©  2011  SinoTech  Group  (China)  Limited
  82. 82. Conversion Tracking (Google)   Conversion Tracking (Google) Adwords: Adwords Conversion Tracking: Track Adwords keyword / ad group performance/conversion for both search-targeted and content-targeted campaigns by inserting a conversion tracking code snippet onto your website’s confirmation / thank you page. Adwords conversion tracking enables you to track purchases/sales, leads, sign-ups, and/or views of a key page as conversions with or without a value assigned to your conversions. Each Adwords conversion has a cookie period of 30 days and is reflected in most Adwords reports.©  2011  SinoTech  Group  (China)  Limited
  83. 83. Conversion Tracking (Baidu)   Baidu Phoenix Nest: Baidu PPC Conversion Tracking: A basic tool that offers multiple conversion goal tracking. All you need is to insert a conversion tracking code snippet onto your website’s confirmation / thank you page. Note: Has a limitation on the number of URL’s that can be tracked©  2011  SinoTech  Group  (China)  Limited
  84. 84. Web Analytics   Web Analytics Adwords: Google Analytics: The world’s most widely-used, free web analytics tool that gives you reports on your site’s traffic data. Google Analytics can be set up in many customized ways to support your websites’ different tracking requirements. If you run campaigns on multiple Chinese PPC search engines, track PPC conversions in Google Analytics. Import Google Analytics goal data into Adwords if you are not using Adwords conversion tracking. Baidu Phoenix Nest: Baidu Analytics: A basic, free web analytics tool that offers traffic data reports for your Chinese website. Note: Baidu’s Analytics interface is only available in Chinese language.©  2011  SinoTech  Group  (China)  Limited
  85. 85. Keyword Tools, Keyword Trends (Google)   Keyword Tools, Keyword Trends (Google) Adwords: Google Keyword Tool: Offers search volume keyword data of the previous month, average search volume of the past 12 months, and advertiser competitions on the keywords. Google Search-based Keyword Tool: Get new keyword suggestions based on the actual search queries on Google and matched to specific web pages of your website, that are not currently in your Google Adwords account. Google Insights for Search: Discover keyword trends of your website’s industry based on geographical regions, and spot your competitors’ brand strength. Google Trends in Chinese: A simple version of Google’s Insight for Search, in Chinese.©  2011  SinoTech  Group  (China)  Limited
  86. 86. Keyword Tools, Keyword Trends (Baidu)   Baidu Phoenix Nest: Baidu Keyword Research Tools: Generate keywords from a “core keyword” and/or from a URL that you enter. Download the list of suggested keywords and/or add the new keywords to your Baidu campaigns. Google Trends vs Baidu Index: Discover Chinese search trends that users typed into Baidu.©  2011  SinoTech  Group  (China)  Limited
  87. 87. Content Network Optimization (Google) Adwords:   Adwords Content Targeting Optimization: Google enables you to manage both search network ads and content network ads in one system, Adwords. Optimize your content targeted campaigns using placement report, conversion targeting tool, and site exclusion tool. Google Adwords’ matching takes your entire ad group of keywords and match semantically and thematically to Google’s content network sites. You can further improve the relevance of your targeting sites by applying Google content network site exclusion. Restructuring will expand the “reach” of your content- targeted campaigns. Adwords Placement Performance Report for Google Content Network: Reveals the referring sites’ URLs that have sent clicks to your Google content network. Google Content Network Performance Trends: This Google whitepaper reveals content network makes up of 19.6% conversions of Adwords, CPA is 2.6% lower than the search network, and clicks are 28% less expensive than the search network. Google Adwords Display Ad Builder: Set up your display ads on Google’s content network with pre-designed display/image ad templates.©  2011  SinoTech  Group  (China)  Limited
  88. 88. Content Network Optimization (Baidu) Baidu Phoenix Nest: Baidu Union: Baidu content network’s ad matching technique is still at a pre-mature stage as it can only match keyword by keyword from your campaigns to a site within Baidu’s content network. This often causes your ads appearing on irrelevant content sites and can cause extremely low conversion rates for the budget you have spent through Baidu Union. Note: To expand your campaigns’ reach in Baidu’s content network, your only option is to increase cost-per-click (CPC) which will directly increase your budget.©  2011  SinoTech  Group  (China)  Limited
  89. 89. Ad Re-targeting   Ad Re-targeting Adwords: Adwords Remarketing, Retargeting to Google Content Network: Adwords Remarketing enables Google showing ads to visitors who previously visited your site but did not convert, this time through ads on Google’s Content Network. Baidu Phoenix Nest: Baidu has not officially launched any retargeting tools for ads.©  2011  SinoTech  Group  (China)  Limited
  90. 90. Big thanks to…. A large part of this presentation comes from the hard work of others… so with big thanks and recognition to our friends at:©  2011  SinoTech  Group  (China)  Limited
  91. 91. About Digital Jungle©  2011  SinoTech  Group  (China)  Limited
  92. 92. Digital Jungle Fast Facts   •  Digital marketing specialists •  Global reach •  Independent •  Offices in Beijing, Shanghai & Hong Kong •  Founded in early 2007©  2011  SinoTech  Group  (China)  Limited
  93. 93. World Class Digital Marketing Experience   •  Delivering digital strategy and execution services: –  Customer and competitor insight –  Digital strategy –  Social Media Marketing –  Search Engine Marketing –  Affiliate Marketing –  Media Buying •  We work for global and domestic organisations, across various market sectors, helping our clients: –  Engage with their key audiences –  Transform their business –  Maximise growth 93 ©  2011  SinoTech  Group  (China)  Limited©  2011  SinoTech  Group  (China)  Limited
  94. 94. Our Commitment   The mission of Digital Jungle is to help our clients improve their business position and gain real value from their digital marketing investments Through our expertise in social media digital marketing programs and the application of search, affiliate and online marketing, we commit to: Dr Matt McDougall, • Driving incremental direct revenue CEO, SinoTech Group • Generating ROI unrivaled by traditional media • Protecting your online reputation • Increasing your market share over your competitors • Building your brand awareness We look forward to working with you. ©  2011  SinoTech  Group  (China)  Limited
  95. 95. Thank You! Dr  Mathew  McDougall| Follow  on  TwiWer   Email   @digitaljunglecn   Connect  on  Linkedin   Presenta.ons  on  SlideShare­‐jungle     Community  on  Facebook   Website  ©  2011  SinoTech  Group  (China)  Limited