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Uktinw&yorks online marketing-oct2013

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Uktinw&yorks online marketing-oct2013

  1. 1.  International Search Marketing for Export Success – incorporating Social Media Marketing Jan Klin Jan Klin & Associates 01928 788100 07946 513521 jan@janklin.com www.janklin.com (c) Jan Klin & Associates 2013
  2. 2. (c) Jan Klin & Associates 2013
  3. 3. What we’ll cover…  SEO – Search Engine Optimisation – Local and international  Pay per Click Advertising  Links, internationlisation and localisation  Website translation options  Social Media Marketing – Facebook, Twitter, Youtube, Blogging (c) Jan Klin & Associates 2013
  4. 4. SEO -Still the main method.. (c) Jan Klin & Associates 2013
  5. 5.  SEO– Maximising your position in the hitlist - Click throughs dissipate as we move down the list 36% of internet users perceive a company in the top search engine rankings to be a major brand Source: iProspect search engine branding survey (c) Jan Klin & Associates 2013
  6. 6. Search Engine Market Share-International www.searchenginewatch.com www.searchenginecolossus.com http://www.searchenginelinks.co.uk/link-48.html Google’s not the only show I town… Baidu – China Naver – Korea Yandex – Russia Are dominant in their respective countries (c) Jan Klin & Associates 2013
  7. 7. Use www.searchenginecolossus.com to submit to country specific search engines (c) Jan Klin & Associates 2013
  8. 8. Submitting to Yandex  http://webmaster.yandex.ru/addurl.xml (c) Jan Klin & Associates 2013
  9. 9. http://gs.statcounter.com (c) Jan Klin & Associates 2013
  10. 10. SEO in Business to Business (c) Jan Klin & Associates 2013
  11. 11. SEO in Business to Consumer (c) Jan Klin & Associates 2013
  12. 12. The French Site (c) Jan Klin & Associates 2013
  13. 13. SEO in High Tech SEO success in High Tech Manufacturing (c) Jan Klin & Associates 2013
  14. 14. SEO success in High Tech (c) Jan Klin & Associates 2013
  15. 15. Google – ‘Universal Search’ and DAO (Digital Assets Optimisation) Content retrieved from: Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedIn MySpace, video ,etc (c) Jan Klin & Associates 2013
  16. 16. Google Places – before -Address details on optimised (home) page - Geo info in ‘title’ tag -Entry in local directories – eg Yell -Entry in Tripadvisor if you are a hotel (c) Jan Klin & Associates 2013
  17. 17. Google Local - After (c) Jan Klin & Associates 2013
  18. 18. Google Base – shopping results - Before (c) Jan Klin & Associates 2013
  19. 19. Google Shopping- After (c) Jan Klin & Associates 2013
  20. 20. Strategy and Process 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages – Utilise correct ‘keyword density’ – Check/correct internal linking 4.Optimise metadata for the keyphrases 5. Implementing the changes – Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify (c) Jan Klin & Associates 2013
  21. 21. The Spidering Process (c) Jan Klin & Associates 2013
  22. 22. Are you in the Google index? Site:www.yourdomain.com  Use the ‘Site’ command with your domain name at the Google search box For Example:  Site:www.businesslinkke nt.com  497 web pages in the index (c) Jan Klin & Associates 2013
  23. 23. HTML Sitemap (c) Jan Klin & Associates 2013
  24. 24. Register with Google Webmaster Central (GWC) (c) Jan Klin & Associates 2013
  25. 25. Getting the right domain and hosting       UK company Targeting the UK In UK English Weak on inbound links .com domain But - Google thinks it’s NORWEGIAN – Because that’s where it’s hosted……. (c) Jan Klin & Associates 2013
  26. 26. International traffic Issues  Search engines will use the top level domain (TLD) to assess where you want traffic from (eg - .co.uk, .de, .it etc)  If you have a .com (or .net, .info etc) they will use your hosting location to determine this  Use Google Webmaster central to override this and tell Google where you want traffic from (c) Jan Klin & Associates 2013
  27. 27. Strategy and Process 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages – Utilise correct ‘keyword density’ – Check/correct internal linking 4.Optimise metadata for the keyphrases 5. Implementing the changes – Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify (c) Jan Klin & Associates 2013
  28. 28. Strategy and Process  The right keywords or keyphrases are the starting point for our strategy 50%  Traffic from a variety of uncommon phrases? – Eg ‘marketing training courses Manchester’ 40% 30% 30% 24% 22% 20% 15% 9% 10%  One big win on a major phrase? 9% 0% 1 word 2 3 4 5 6 words words words words words – Eg ‘Training courses’ – ‘personal loans’ (c) Jan Klin & Associates 2013
  29. 29. Keyphrase Selection It’s a two stage process…  1. Developing the Initial List  2. Refining and shortlisting your choices See http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to (c) Jan Klin & Associates 2013
  30. 30. Developing the Initial List - Brainstorm with your self and others you work with - Look at what competitors use (‘view’; ‘source’ then see the meta data and visible text) - Any brand names or generic product types which are relevant - Study your web stats for keyphrases which have driven people to your site - Take you mates down the pub and ask them what they would type in to find you - Use web based tools eg Google Keyword Tool:- You could even ask your customers and suppliers (c) Jan Klin & Associates 2013
  31. 31. https://adwords.google.co.uk/select/KeywordToolExternal Nowadays you need to have a Google account to get this information (c) Jan Klin & Associates 2013
  32. 32. Keyphrase Analysis  Or…run a pay per click campaign! – 3 months  This way you’ll find out what really works – What converts to sales or enquiries (c) Jan Klin & Associates 2013
  33. 33. What are the main factors to consider when selecting and prioritising keyphrases?  Search Volume – the number of monthly searches – The bigger the better?  Business Relevance – how important is this term to my business  Keyphrase relevance – what is the searcher looking for when using this phrase – Single word phrases are not good as its difficult to know the searchers intent – Phrases can have different meanings ‘eg ‘cold treatment’ – Mix ‘long tail’ and ‘head phrases’  Competition – how much competition is there for this phrase (c) Jan Klin & Associates 2013
  34. 34. What do you do if there’s no direct translation?  “City breaks” has no direct equivalent in: – French – German – Dutch – Spanish – Italian (c) Jan Klin & Associates 2013
  35. 35. Using Google’s autosuggest   Another input into keyword analysis See what gets suggested and include if relevant BUT  Be aware of personalisation skewing – Results shown will reflect previous click through activity (c) JanJan Klin & Associates 2013 2013 (c) Klin & Associates
  36. 36. Analytics and keywords (c) Jan Klin & Associates 2013
  37. 37. (c) Jan Klin & Associates 2013
  38. 38. (c) Jan Klin & Associates 2013
  39. 39. Strategy and Process 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages – Utilise correct ‘keyword density’ – Check/correct internal linking 4.Optimise metadata for the keyphrases 5. Implementing the changes – Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify (c) Jan Klin & Associates 2013
  40. 40. Major Ranking Factors  On Page Factors (‘Entry Ticket’) – Metadata – title, keyword, description, H1 – Visible (readable) html content – Internal links  Off Page Factors (‘Competitive Differentiators’) – Inbound link infrastructure – Directories, blogs, pr sites, etc, etc.. – Domain trust – age, age of links  Behavioural (less important generally , BUT will become more important) – Number of visits, length of stay, social media activity… (c) Jan Klin & Associates 2013
  41. 41. Textual content is King  There is no substitute for good ‘keyword rich’ content – At least 200-250 words – Content semantically related to keywords (LSI)  Eg, valentine, love, hearts, romance  Focus on natural writing of copy  Add new relevant content as often as you can – Use pdf’s, word documents – New pages with related content – eg history, background, instructions (c) Jan Klin & Associates 2013
  42. 42. The Keyword Density Issue for Visible Text  What do you think of this bit of copywriting!  Our Yellow widgets are the best in the UK and if you buy our yellow widgets you will be sure you have bought the best yellow widgets you can buy and absolutely envied by the rest of the yellow widget buying community both here in the UK and the rest of the yellow widget buying community throughout the world. Yes, you really need to buy our award winning yellow widgets. Click here to buy yellow widgets 1%-3% is ideal (keep below 10%) Check you density with:   – www.ranks.nl/tools/spider.html (c) Jan Klin & Associates 2013
  43. 43. Google’s ‘Panda’ Update – Emphasis on Quality Content -Sites with copied content are getting penalised -Emphasis needs to be on original and interesting content -Copy writing needs to be a priority activity of SEO -’Duplicate content’ is a definite no – no -Also ‘fresh’ content favoured (latest update) (c) Jan Klin & Associates 2013
  44. 44. 2nd only to Wikipedia! (c) Jan Klin & Associates 2013
  45. 45. Google Hummingbird Update  Even more emphasis on high quality content  More focus on ‘long tail phrases’ and user intent – Eg ‘How do I install a combi boiler in my house’  Maybe less focus on keyword matching  More detail here… – http://www.janklin.com/blog/yetanother-major-google-update (c) Jan Klin & Associates 2013
  46. 46. www.asgservices.co.uk (c) Jan Klin & Associates 2013
  47. 47. Capturing content below the scroll (c) Jan Klin & Associates 2013
  48. 48. www.aardvarksafaris.com (c) Jan Klin & Associates 2013
  49. 49. (c) Jan Klin & Associates 2013
  50. 50. (c) Jan Klin & Associates 2013
  51. 51. Even Busy Ecommerce sites! (c) Jan Klin & Associates 2013
  52. 52. In summary  Write (good quality) text as naturally as possible  Check afterwards that the target phrase(s) is included the right number of times – 3 repetitions per 100 words is generally enough.  Be aware of Hummingbird – Include long tail phrases, synonyms, syntactically related phrases  Be aware of different types of intent – navigational, informational , transactional  The phrases can be included in:– The main text – Header tags (h1, h2 etc), in-text links, navigation links, ‘alt’ tags (c) Jan Klin & Associates 2013
  53. 53. Strategy and Process 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages 4.Optimise metadata for the keyphrases  Title tag, description tag, keyword tag,  H1 Tag (see lloyd and Asg) 5. Implementing the changes – Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify (c) Jan Klin & Associates 2013
  54. 54. Meta Tags – The Title tag (c) Jan Klin & Associates 2013
  55. 55. Meta Tags – The Title tag (c) Jan Klin & Associates 2013
  56. 56. Different Pages Optimised for Different Keyphrases (c) Jan Klin & Associates 2013
  57. 57. IMPORTANCE OF TITLES Eye Tracking Study  2/3 of the time users initially looked at a listing for 7/100 of a second  Predominately looked at titles  Across all Yahoo! searches, participants focused on the titles first and foremost, with fewer reading the fine print of the listing Source: Marketing Sherpa Study, August 2005 (c) Jan Klin & Associates 2013
  58. 58. Meta Tags Keyword and Description tags (c) Jan Klin & Associates 2013
  59. 59. www.asgservices.co.uk – H1 tag (c) Jan Klin & Associates 2013
  60. 60. Optimising your MetadataImportant that the tags show a theme between each other and the visible content  Title tag – No more than 10 words, use hyphens, commas pipes (|) as delimiters – Main keyphrase at the beginning of the tag  Keyword tag – No more than 4 words – All lower case – Separated by a comma then a space  Eg web marketing, ecommerce training, internet consultancy……  Only include phrases WHICH ARE ON THE PAGE!  Description tag – No more than 25 words – Should contain keywords – up to 3 repetitions – ‘salesy’ to encourage click throughs (c) Jan Klin & Associates 2013
  61. 61. Major Ranking Factors  On Page Factors (‘Entry Ticket’) – Metadata – title, keyword, description, H1 – Visible (readable) html content – Internal links  Off Page Factors (‘Competitive Differentiators’) – Inbound link infrastructure – Directories, blogs, pr sites, etc, etc.. – Domain trust – age, age of links  Behavioural (less important generally , BUT will become more important – social media) – Number of visits, length of stay (c) Jan Klin & Associates 2013
  62. 62. Strategy and Process 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages 4.Optimise metadata for the keyphrases  Title tag, description tag, keyword tag,  H1 Tag (see lloyd and Asg) 5. Implementing the changes – Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify (c) Jan Klin & Associates 2013
  63. 63. Where do links come from?  Directories – General – Industry specific – Some free some paid for  Strategic Partnership links  Reciprocal links  In newsgroups and other forums  Portals – Geographic – ecommerce  In Blogs  Banners  Affiliates  Social Media sites (c) Jan Klin & Associates 2013
  64. 64. Strategy and Process 1. Auditing your current performance 2. Strategic selection of keyphrases 3. Build Content around keyphrases on webpages 4.Optimise metadata for the keyphrases  Title tag, description tag, keyword tag,  H1 Tag (see lloyd and Asg) 5. Implementing the changes – Phase the approach to new pages 6.Build Backlinks to your site 7. Monitor, Measure and Modify (c) Jan Klin & Associates 2013
  65. 65. Google Analytics – free and comprehensive (c) Jan Klin & Associates 2013
  66. 66. Language and country traffic (c) Jan Klin & Associates 2013
  67. 67.  More on international SEO and localisation… (c) Jan Klin & Associates 2013
  68. 68. Websites and Localisation – Why bother with translation? www.cilt.org.uk (c) Jan Klin & Associates 2013
  69. 69. An example www.noisekiller.co.uk  European focus with Italian distributor  Part of website translated into Italian  Used Italian web designer to produce Italian pages  ECR service is useful here (c) Jan Klin & Associates 2013
  70. 70. Mistranslation Examples  “Please dial 7 to retrieve your auto from the garbage” Mistranslation: Hotel Rome (c) Jan Klin & Associates 2013
  71. 71. Mistranslation Examples  “Why go somewhere else to be cheated when you can come here” Mistranslation: Indian shop window (c) Jan Klin & Associates 2013
  72. 72. Mistranslation Examples  “Please hang yourself here” Mistranslation: Hotel cloakroom, Berlin (c) Jan Klin & Associates 2013
  73. 73. Mistranslation Examples  “Nothing sucks like an Electrolux” Mistranslation: Ad targeting the US (c) Jan Klin & Associates 2013
  74. 74. Mistranslation Examples  “You are welcome to visit the cemetery where famous Russian and Soviet composers, artists and writers are buried daily except Thursdays” Mistranslation: Moscow hotel lobby (c) Jan Klin & Associates 2013
  75. 75. International Sites – B2C Coca Cola (c) Jan Klin & Associates 2013
  76. 76. International Sites – B2B  See IBM – Planet wide – http://www.ibm.com/planetwide/select/selector.html – See locations which prefer English (c) Jan Klin & Associates 2013
  77. 77. Register with Google Webmaster Central (GWC) (c) Jan Klin & Associates 2013
  78. 78. www.mantracourt.co.uk  Supplier of advanced instrumentation – Strain gauges, wireless telemetry, signal converters – For marine, automotive, engineering sectors  Main Objective – Increase the volume of worldwide enquiries – in English and foreign languages (c) Jan Klin & Associates 2013
  79. 79. The solution..  .co.uk site offers limited worldwide visibility – Local has high relevance to search engines  Transfer site to .com  Set geotargeting to worldwide – otherwise hosting skewed  Produce foreign language web pages (c) Jan Klin & Associates 2013
  80. 80. Mantracourt solution  Professionally produced main language pages for each country  Auto translate on other pages (c) Jan Klin & Associates 2013
  81. 81. Auto translation is not perfect! (c) Jan Klin & Associates 2013
  82. 82. Country specific top level domains (c) Jan Klin & Associates 2013
  83. 83. www.manacad.com – foreign language ‘landing pages’ add metatags (c) Jan Klin & Associates 2013
  84. 84. Different languages on the same domain www.pneumat-europe.com (c) Jan Klin & Associates 2013
  85. 85. (c) Jan Klin & Associates 2013
  86. 86. www.quatchem.com -captures worldwide english language searces (c) Jan Klin & Associates 2013
  87. 87. What do we need to do?  Decide on approach – landing pages, separate sites, one domain, a mixture?  Translate pages and website changes – – – – – Which languages? How many pages? Include metadata Navigation – flags, maps Keyword research – ask customers, keyword tool  Search engine necessities – – – – Submissions – eg Yandex, Baidu Settings – geotargeting Coding issues – hreflang Site mapping (c) Jan Klin & Associates 2013
  88. 88. Webmaster Tools for Geo-targeting  See example at Google Webmaster Tools…  http://support.google.com/ webmasters/bin/answer.py? hl=en&answer=2620865 (c) Jan Klin & Associates 2013
  89. 89. Webmaster Tools for Geo-targeting  See following posts on International SEO… – http://www.janklin.com/blog/bid/177990/International-SEO – http://www.janklin.com/blog/bid/178998/International-SEORefinements-and-Translation-Options  Set up xml sitemaps for each country version of your site… – Eg (c) Jan Klin & Associates 2013
  90. 90. Geo-targeting from Google (c) Jan Klin & Associates 2013
  91. 91.  Marketing Internationally and the Web Link Building/Content Marketing Strategies (c) Jan Klin & Associates 2013
  92. 92. Content Marketing aka – Link Building (c) Jan Klin & Associates 2013
  93. 93. Link Building Strategies or Content Marketing?  Why is link building important? 1. Links from other sites to ours generate traffic for us – Eg A reference from a directory such as Yell.com will lead people directly to us – Other ‘content marketing’ will generate links 2. It is an important factor in our search engine rankings – The more links the more important we are for search engines – CHECK YOUR LINKS AT www.linkpopularity.com (c) Jan Klin & Associates 2013
  94. 94. The SEO Process and Domain Authority (DA)  Do on page SEO work first – then a ranking check to see where you are positioned  The only remaining variable to improve to increase rankings is your domain authority  What is domain authority (DA)? – what is yours? – What is your competitors?  DA is mainly a function of backlinks into your site ( and domain age to a certain extent)  The gap between your DA and your competitors DA can be closed by link building (c) Jan Klin & Associates 2013
  95. 95. http://www.opensiteexplorer.org – to check your links and DA (c) Jan Klin & Associates 2013
  96. 96. Check you Domain Authority (c) Jan Klin & Associates 2013
  97. 97. Natural links are a by-product of good content marketing…  Attracting links via your blog  Distributing press releases  Article distribution (careful!)  News stories  Social media bookmarking sites  Etc, etc (c) Jan Klin & Associates 2013
  98. 98. Consistent link building over 2 yrs quadruples traffic (c) Jan Klin & Associates 2013
  99. 99. Link Building Post Penguin  Don’t buy links  Don’t contract with link builders who use link farms  Don’t get involved in comment spam on blogs and forums  Don’t build too many multiple links from the same ownership sites  Don’t use the same ‘anchor’ text over and over again  Do see… – http://www.janklin.com/blog/bid/138606/Li nk-Building-Post-Penguin-Best-Practice (c) Jan Klin & Associates 2013
  100. 100. Where do links come from? www.touchgraph.com for link targets  Directories – General – Industry specific – Some free some paid for  Strategic Partnership links  Reciprocal links  In newsgroups and other forums  Portals – Geographic – ecommerce  In Blogs  Banners  Affiliates  Social Media sites (c) Jan Klin & Associates 2013
  101. 101. Europages – An Effective European Business Directory (c) Jan Klin & Associates 2013
  102. 102. www.alibaba.com – worlds largest B2B Directory (c) Jan Klin & Associates 2013
  103. 103. A great free tool ….https://ahrefs.com/ (c) Jan Klin & Associates 2013
  104. 104. Anchor Text Example <a (c) Jan Klin & Associates 2013 href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>
  105. 105. Where do these links come from? PR (‘Public Relations’) Sites  PR Directories  Examples – – – – – PRWeb PR World Marketwire Business Wire PR Newswire (c) Jan Klin & Associates 2013
  106. 106. Ensure Press Releases get Anchor text based links back to website (c) Jan Klin & Associates 2013
  107. 107. www.dgcos.org.uk  Using Logos/accreditations to get backlinks  Logo gets sent to accredited members to afix to their website  Code is included within the logo with ‘anchor text’ based link back to website (c) Jan Klin & Associates 2013
  108. 108. Use fusion tables in google docs to visualise competitor links http://www.google.com/fusiontables/Home/ example (c) Jan Klin & Associates 2013
  109. 109. Content outreachPresent your content to relevant blogs (c) Jan Klin & Associates 2013
  110. 110. www.janklin.com – free lessons  http://www.janklin.com/blog/l esson-7-link-building-1  http://www.janklin.com/blog/l esson-10-link-building-2 (c) Jan Klin & Associates 2013
  111. 111. Redesigning an existing website Preserving Page Rank  The inner ‘Page Rank’ equity has to be preserved  5th item down is www.bodycote.com/?OB=1 – 20 – This page has a Page Rank value of 5  What will happen to this equity when a new page is set up?  Search Engine friendly redirection of each page is essential (c) Jan Klin & Associates 2013
  112. 112. Search Engine friendly Redirection -301’s  301 redirects tell google bot that one page should be permanently redirected to another page AND transfer the Page Rank equity  Use to transfer page rank from old page to a new one  Jan’s blog – how to do 301’s – http://janaklin.blogspot.com/2007/08/changing-yourwebsite-and-search-engine.html (c) Jan Klin & Associates 2013
  113. 113. Social Media Marketing (c) Jan Klin & Associates 2013
  114. 114. SEO and Social Media  Social media sites show up in search results (Google Universal Search)  Social Media activity is a signal to search engines  Social media and content marketing naturally build links  Google Plus now firmly integrated with search (c) Jan Klin & Associates 2013
  115. 115. Alexa.com – top sites worldwide (c) Jan Klin & Associates 2013
  116. 116. See the top visited sites around the world – 120 countries – top 100 sites (c) Jan Klin & Associates 2013
  117. 117. Social Media and International Marketing  Important in its own right – Facebook, Twitter, Youtube, Google Plus, etc  Has an increasing impact on Search engine rankings and search engine listings  Using Social media for English language engagement – for overseas markets  Issues in using social media for foreign language engagement – language, culture (c) Jan Klin & Associates 2013
  118. 118. Is Social Media relevant to your international marketing?  Specially relevant to ‘BRIC’ countries …see….  http://searchenginewatch.com/article/2064597/InternationalSocial-Media-Marketing-Addressing-Cultural-Quirks (c) Jan Klin & Associates 2013
  119. 119. Weibo.com  China’s Facebook and Twitter hybrid (c) Jan Klin & Associates 2013
  120. 120. What can we use Social Media for?  Brand awareness  Brand advocacy  Generating traffic and sales  Customer service and information  Customer support  Typically not at the ‘selling’ end of the funnel (c) Jan Klin & Associates 2013
  121. 121. Sales Funnel and Inbound Marketing No interest  Accepts that we want to communicate with people at each stage of the process  Accepts that people respond to different media at different stages  Accepts that ‘the more we give the more we get’  Content Marketing – Blogging, S Media, whitepapers, ebooks, email newsletters… (c) Jan Klin & Associates 2013
  122. 122. Blogging – the ‘glue’ binding Inbound Marketing (c) Jan Klin & Associates 2013
  123. 123. A typical blog…. Put your blog at the epicentre of your social media and web marketing (c) Jan Klin & Associates 2013
  124. 124. Benefits of a Good Blog  Good way to keep in touch with your audience – Rss, email, bookmarking  Integrated Blog (eg Wordpress) helps with SEO – Long tail, links  Search engine compliant – Metatagging automatic – Textual content – Adds authority  Your bridge to Social Media Marketing (c) Jan Klin & Associates 2013
  125. 125. Linking your digital assets (c) Jan Klin & Associates 2013
  126. 126. Social Networking sites (eg Facebook) Submit to article sites Syndicate content to other blogs Microblogging sites (eg Twitter) Video sites (eg YouTube) Your Blog -articles -Press releases -Lessons -reviews -guides …… PR sites (eg PRweb.com) RSS to others Social Bookmarking sites (eg delicious.com ) Email to contact database (c) Jan Klin & Associates 2013
  127. 127. A passion for Dinosaurs… http://blog.everythingdinosaur.com/  Blogs every day  Auto linked with Social media – FB, YouTube etc  Posts also distributed to article sites and other relevant sites (1700+)  Over 50% of web traffic attributable to blog  Keyphrase list for main phrases and ‘longtail’ used (c) Jan Klin & Associates 2013
  128. 128. www.everythingdinosaur.com (c) Jan Klin & Associates 2013
  129. 129. Blogging and SM combined Good for search engines too! David Karp – founder and CEO (c) Jan Klin & Associates 2013
  130. 130. (c) Jan Klin & Associates 2013
  131. 131. Facebook and Marketing  Over 950 million active users  Adding users at the rate of 250,000 per day  Top Social Search Engine  Largest Social media site (c) Jan Klin & Associates 2013
  132. 132. What can I do on Facebook?  Set up a business page – Build a fan base, get found by search  Advertise directly  Set up a personal page  Engage in discussion groups and networks  Through interaction and engagement – Create brand awarness, build advocacy, generate traffic and sales, customer service, research /data (c) Jan Klin & Associates 2013
  133. 133. Carpenteroak- Facebook for promotion (c) Jan Klin & Associates 2013
  134. 134. Business Pages- Develop your visibility  Create an engaging business page – Events, videos, discussions, photos, blog articles  Get found by search – based on content and number of ‘fans’ – Get people to ‘like’ you  Build your fan base – Email your contact database – Link in your email signature – Link to your website or blog – Advertise! (c) Jan Klin & Associates 2013
  135. 135. Advertise directly (c) Jan Klin & Associates 2013
  136. 136. Advertise Directly  Target by gender,age, location, keywords…  Use ‘pay per click’ or ‘pay per view’ – Low click through rates so PPC best  Use Google Adwords content targeting (c) Jan Klin & Associates 2013
  137. 137. Google Plus – Serious Facebook competition?  350 million users now signed up  Similar functionality to FBook  Google hangouts – video conference calls  ‘circles’ concept is a differentiator  Best of Facebook, Twitter and LinkedIn?  Intertwined with Google search (c) Jan Klin & Associates 2013
  138. 138. Use ‘circles’ to segment your audience  Eg have a circle for training course attendees  people who have signed up for email newsletters  People interested in Social Media marketing  people interested in SEO, etc (c) Jan Klin & Associates 2013
  139. 139. Cloggs ,Social Media and Brand Development Helps with search engines  Started Sept 2009  3 in house members of marketing team – plus all staff encouraged to tweet  Daily activity on Facebook and Twitter  Encourage people to ‘share’ – ie post references on their walls  Encourage people to retweet  To date have around 43000 fans, and 10000 followers  Do weekly blogging  Traffic conversions from web visitors slightly higher than search marketing (c) Jan Klin & Associates 2013
  140. 140. Cloggs and Social Media  Use quizzes and competitions to engage fans and fans fans – eg ‘Edgerank’  Encourage people to follow/like them in return for getting regular offers and promotions – and advance product information, discount codes etc  Use social media to enagage and interact with their customers – offers, problems , etc  Use social media also for email database sign-ups  Only generates less than £30k per month  Need to scale it to 100,000 plus followers fans for it to be major contributer – and they plan for this to happen (c) Jan Klin & Associates 2013
  141. 141. What determines what I see in my ‘top news’ feed? – Edgerank Algorithm (c) Jan Klin & Associates 2013
  142. 142. My last visit to Facebook (c) Jan Klin & Associates 2013
  143. 143. What determines your position? – Edgerank algorithm (c) Jan Klin & Associates 2013
  144. 144. Edgerank Algorithm  95% of Facebook users use ‘top news’ – Clearly if you want top visibility for your brand you need to understand ‘edgerank’  Egderank based on: Affinity, Edge weight, recency (so post often)  ‘Edges’ are every interaction you have on Facebook – Eg – uploading a photo, ‘liking’ something etc (c) Jan Klin & Associates 2013
  145. 145. Lots of ‘likes’ but how important is that? (c) Jan Klin & Associates 2013
  146. 146. Lots of interaction to engage fans, increase affinity and increase sales  Encourage interaction  Add free downloads of vids and music  Competitions (eg tickets to shows) to engage fans and their friends  Vids and music have high edge weight  Posting twice a day for recency (c) Jan Klin & Associates 2013
  147. 147. Facebook France (c) Jan Klin & Associates 2013
  148. 148. Facebook Germany (c) Jan Klin & Associates 2013
  149. 149. Cloggs also use Pinterest…. 400 followers ,72 boards for brands, 1442 pins (c) Jan Klin & Associates 2013
  150. 150. LinkedIn  50 million users in Europe, Business focussed  Set up a profile – And get found  Set up connections with other people  Advertise – on a PPC basis  Jobs – Search for jobs, advertise your cv, advertise your position via your network (c) Jan Klin & Associates 2013
  151. 151. LinkedIn – participate in groups -or set up your own (c) Jan Klin & Associates 2013
  152. 152. Set up your Linkedin profile -make it comprehensive so you get found (c) Jan Klin & Associates 2013
  153. 153. Set up a business page -Showcase your products -Company updates -announcements -new services -communicate directly with your followers (c) Jan Klin & Associates 2013
  154. 154. Linkedin Lessons for free! Learn how to become a LinkedIn marketing expert at www.janklin.com/blog  Lesson 1:The Foundations – setting up an effective profile – http://www.janklin.com/blog/becoming-a-linkedin-power-userpart-1  Lesson 2: Understanding the difference between LinkedIn Company Pages and Facebook Fan Pages – http://www.janklin.com/blog/understanding-linkedin-companypages  Lesson 3:How to use the latest features in LindeIn to get sales leads  Lesson 4: How LinkenIn can really help your SEO  Lesson 5: How LinkedIn Groups can help you grow your business (c) Jan Klin & Associates 2013
  155. 155. Advertise – on a PPC basis  Target By: -  Job Title “Patent Attorney” or “Sr. Laboratory Technician” or "Registered Nurse“ Job Function “Sales” or “Engineering” or "Marketing" Industry “Banking” or “Biotechology” Geography “United States” or “Netherlands” or “Toronto” Company Size "1-10" or “5001000" people Company Name "GE" or or "FedEx“ Seniority – Age 35-55 Gender "Female" or "Male“ LinkedIn Group "Business Intelligence Group" or "Corporate Real Estate"         (c) Jan Klin & Associates 2013
  156. 156. Twitter - Microblogging  Twitter and promotion  Twitter and real time search (c) Jan Klin & Associates 2013
  157. 157. Twitter and Promotion  Promotion of your products, websites, events…..  140 characters BUT links back to more detailed content  Link your Blog to Twitter to save time (c) Jan Klin & Associates 2013
  158. 158. Use Twitter to promote latest music and games (c) Jan Klin & Associates 2013
  159. 159. Use Twitter to promote latest products and pricing (c) Jan Klin & Associates 2013
  160. 160. Cloggs-Twitter France (c) Jan Klin & Associates 2013
  161. 161. Carpenteroak –using twitter for promotion (c) Jan Klin & Associates 2013
  162. 162. What not to do?…. (c) Jan Klin & Associates 2013
  163. 163. Twitter for Business Leads  Searches for tweets relating to pitch marking  Responds to situations requiring product supply to generate business opportunities (c) Jan Klin & Associates 2013
  164. 164. Engaging with the influencers (c) Jan Klin & Associates 2013
  165. 165. Twitter for Business Leads  Searches for tweets relating to play equipment  Responds to situations requiring product supply to generate business opportunities (c) Jan Klin & Associates 2013
  166. 166. YouTube and Video  Now the number 2 search engine  Promote your products via YouTube and other video upload sites  Include videos within your own website  Set up you own channel – you may get invited to become a partner (c) Jan Klin & Associates 2013
  167. 167. (c) Jan Klin & Associates 2013
  168. 168. www.Blacksheepwools.com  Set up you own channel – you may get invited to become a partner  Invite people to subscribe so they see your videos automatically as you upload them  Substantial driver of traffic for Blacksheep – 13 videos to date – Over 100,000 views (c) Jan Klin & Associates 2013
  169. 169. Set up your own channel and optimise your clips… (c) Jan Klin & Associates 2013
  170. 170. Posted in other languages… (c) Jan Klin & Associates 2013
  171. 171. Video SEO guidelines -Posted  Ensure video is tagged with relevant keywords  Ensure it is in the most appropriate category  Overdub the video with your domain name  Ensure you include a clickable domain name back to your site  Ensure the title and description include your target keyphrases (you can use Youtube to see what the most popular phrases are in your category)  Ideally get a couple of friends to 'rate' your video - ratings (good or bad) have a strong impact on rankings (c) Jan Klin & Associates 2013
  172. 172. www.socialmention.com (c) Jan Klin & Associates 2013
  173. 173. UKTI mentions (c) Jan Klin & Associates 2013
  174. 174.  Marketing Internationally and the Web – Pay per Click Advertising –Module 6 (c) Jan Klin & Associates 2013
  175. 175. Pay per Click Advertising (&PPC) (c) Jan Klin & Associates 2013
  176. 176. – Search Marketing – Maximising your position in the hitlist – Click throughs dissipate as we move down the list 33% of internet users perceive a company in the top search engine rankings to be a major brand Source: iProspect search engine branding survey (c) Jan Klin & Associates 2013
  177. 177. Search in the Travel Business (c) Jan Klin & Associates 2013
  178. 178. Search in the Travel Business (c) Jan Klin & Associates 2013
  179. 179. Google Adwords (c) Jan Klin & Associates 2013
  180. 180. What determines your ads position?  Bid price  Advert effectiveness  Landing page quality (c) Jan Klin & Associates 2013
  181. 181. WHY USE PAY PER CLICK?  Capture many – 100’s, 1000’s of keyphrases – No website changes like optimisation  For short term promotions  For new websites  Drive country specific searchers – Geographic targeting  Keyphrase analysis – More accurate than the tools  For websites difficult to optimise – Flash etc (c) Jan Klin & Associates 2013
  182. 182. Tap into overseas markets (c) Jan Klin & Associates 2013
  183. 183. www.villaretreats.com/ru  A series of Russian landing pages for luxury villas  PPC on Google and Yandex  SEO for these engines also (c) Jan Klin & Associates 2013
  184. 184. Capture The Long Tail Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’ (c) Jan Klin & Associates 2013
  185. 185. Capture the ‘long tail’ -200,000 keyphrases Targeted -65,000 alone for boilers -long tail phrases – ‘worcester Greenstar 28i junior combi boiler’ -Are cheaper AND convert to business easier (c) Jan Klin & Associates 2013
  186. 186. www.spyfu.com (c) Jan Klin & Associates 2013
  187. 187. How pay-per-click works Title & Description Targeting Search Term Research & Targeting Drives Quantities of Leads Drives Quality of Leads Drives Conversions (c) Jan Klin & Associates 2013 Landing Page Targeting
  188. 188. https://adwords.google.co.uk/select/KeywordToolExternal (c) Jan Klin & Associates 2013
  189. 189. Do’s and Dont’s •Choose titles and descriptions that are relevant to the search •Strong ‘call to action’ •Repeat search terms in the ad (c) Jan Klin & Associates 2013
  190. 190. Do’s and Dont’s •The ad links directly to the relevant landing page (c) Jan Klin & Associates 2013
  191. 191. Do’s and Dont’s •Choose titles and descriptions that are relevant to the search •Strong ‘call to action’ •Repeat search terms in the ad •The ad links directly to the relevant landing page (c) Jan Klin & Associates 2013
  192. 192. An Ideal Landing Page… www.free-employer-advice.co.uk (c) Jan Klin & Associates 2013
  193. 193. Landing Pages  Its not just the home page which needs to engage your audience  Pages searchers and browsers land on which are ‘call to action’ rich  Designed to get visitors to contact you or buy from you (c) Jan Klin & Associates 2013
  194. 194. An Ideal Landing Page… www.free-employer-advice.co.uk -Many ‘calls to action’ -Include words which reflect what has been searched for -eg ‘employment law’ -Build trust eg customer testimonials -appropriate images (c) Jan Klin & Associates 2013
  195. 195. For a copy of the slides….  Just email – jan@janklin.com  01928 788100  07946 513521 (c) Jan Klin & Associates 2013

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