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W. www.praxisnow.ie T. 01-2360076




                                                                   © Copyright 2011, praxisnow.ie - 1
                           Competitive Strategies in
INTERNATIONAL SEARCH
          PLACEMENT
                                                 JOHN COBURN
                                         E. jcoburn@praxisnow.ie
                                                T. 01-2360076
 eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                               © Copyright 2011, praxisnow.ie - 2
1 SEO
 National Search Targeting
  If you are far from the enemy, make him
  believe you are near
  Sun Tzu


     eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                                                            © Copyright 2011, praxisnow.ie - 3
                     1 : 40                       Non-Brand-related
WEBSITE TRAFFIC




                              UNIQUE KEY-PHRASES
                                                                            Source: Covario / NetConcepts
                  eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                                                        © Copyright 2011, praxisnow.ie - 4
       Things that can impact Google’s
understanding of your target geography           Domain Extension


                    Google Webmaster                                              Domain Registration
                   Setting (generic TLD)                                              Address



                                                                                  Hosting IP Address




                        eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                                                   © Copyright 2011, praxisnow.ie - 5
BEST                                                              .co.uk or generic: registered
                                                                  and hosted in UK


GEOLOCATION                                                                Neighbourhood
                                                                           Inbound Link Topology




        eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                                                     © Copyright 2011, praxisnow.ie - 6
THEORETICALLY                                                      .co.uk or generic: registered
                                                                   Ireland and geo-located to UK
EQUIVALENT
                                                                             Neighbourhood
GEOLOCATION
                                                                             Inbound Link Topology


                                                                                NOTE: Not workable
                                                                                with a .ie domain


         eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                                                      © Copyright 2011, praxisnow.ie - 7
STILL AT HOME                                                        Dangers of replication!



                                                                              Neighbourhood
  GEOLOCATION
                                                                              Inbound Link Topology




           eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                                                  © Copyright 2011, praxisnow.ie - 8
                                                                  What many Irish
DEFAULT                                                           Companies are doing:
                                                                       Neighbourhood
GEOLOCATION                                                            Inbound Link Topology

                                                                        NOTE: Can still compete
                                                                        for unique brands, geo-
                                                                        locator based terms and
                                                                        unique search phrases


        eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                                                        © Copyright 2011, praxisnow.ie - 9
       Things that can impact Google’s
understanding of your target geography           Domain Extension


                    Google Webmaster                                              Domain Registration
                   Setting (generic TLD)                                              Address



                     Neighbourhood                                                Hosting IP Address


                                              Inbound Link Topology



                        eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                    © Copyright 2011, praxisnow.ie - 10
          SOME IMPLICATIONS OF
  LOCATION-BASED SERPS
BASED ON INCREASINGLY GRANULAR GEO-LOCATION




          eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                     © Copyright 2011, praxisnow.ie - 11
  SEPARATE WEBSITES
         (OR GEO-LOCATED SUB-DOMAINS)
DEPLOYED PER TARGET GEOGRAPHY
    Contrary to popular opinion:
    It’s not about buying up national key-
   phrase based domains and redirecting
                          to your website.




           eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                © Copyright 2011, praxisnow.ie - 12
A “GEO-LOCATION STRATEGY”
                          IS REQUIRED
FOCUS ON EXTENDED / LONG-TAIL?
    CITY-LEVEL TARGETING?
    CATEGORY PAGES ONLY?

      eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                 © Copyright 2011, praxisnow.ie - 13
      ORIGINAL CONTENT
                            IS REQUIRED




     DUPLICATE DESIGN /
EDIT CONTENT & KEY-PHRASE TARGETS
       eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                                                           © Copyright 2011, praxisnow.ie - 14
          “AUTHORITY” & KEY-PHRASE
             TARGETING STRATEGY
           IN HIGHLY COMPETITIVE SEARCH MARKETS

              Entire website “authority”
               focused on a narrow key-
                           phrase group                           Category Pages Only
TRAFFIC




                                                                             Long-tail (lots of content)


                                        KEY-PHRASE CLUSTERS


                eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                  © Copyright 2011, praxisnow.ie - 15
  OTHER INTERNATIONAL SEO
         STRATEGIES
   • USE OF MIXED MEDIA (optimised)
 • MULTIPLE LOCATION ENTRIES IN GOOGLE
      PLACES (incl. UK tel / fax etc..)
• LOCAL + ENGLISH + COLOQUIAL Key-phrase
                Targeting
        eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                       © Copyright 2011, praxisnow.ie - 16
2 PPC
  Bigger Footprint than SEO | Instantaneous
  BUT Expensive | 1:6 Click-Through Ratio | Has become sophisticated




      eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                              © Copyright 2011, praxisnow.ie - 17
THE “OLD” PPC LONGTAIL
                BEHIND THE TIMES?




    eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                                          © Copyright 2011, praxisnow.ie - 18
                 GOOGLE’S KEYWORD QUALITY SCORE
                    DETERMINES HOW MUCH YOU PAY PER CLICK + WHERE YOU ARE RANKED




             GOOGLE’S KEYWORD
                QUALITY SCORE                                                       CTR
                      QUALITY SCORE SCALE


                     1 - 10

                          eMarketing Workshop | 14 April 2011
Source: Google
W. www.praxisnow.ie T. 01-2360076




                                                          © Copyright 2011, praxisnow.ie - 19
eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                     © Copyright 2011, praxisnow.ie - 20
“RELEVANCE”: A MORE USEFUL MODEL

€                Low Quality Score
                 Poor Alignment / High Competition

                   Medium Quality Score
                   Low CTR / (often) Low Competition


                               High Quality Score
                               High CTR / Good Alignment




    LOW                         RELEVANCE                     HIGH



    eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                                © Copyright 2011, praxisnow.ie - 21
                                                          IRISH SERP
                                                          (AdWords + Organic)


                                                          Search on:
                                                          fashion design




eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                                 © Copyright 2011, praxisnow.ie - 22
                                                          E.G.   UK SERP
                                                          “Search Shelf Space”
                                                          (AdWords + Organic)




eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                                              © Copyright 2011, praxisnow.ie - 23
                                                          IRISH SERP
                                                          (AdWords + Organic)

                                                          REVISITED
                                                          Notice anything the same?
                                                          News entries? (and related photo)
                                                          Left-side Column




eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                                             © Copyright 2011, praxisnow.ie - 24
                                                          IRISH SERP
                                                          (AdWords + Organic)

                                                          REVISITED
                                                          Notice anything different?
                                                          Less advertising competitors?
                                                          Less sophisticated advertising
                                                          methods being used?
                                                          Different media mix? (no videos)




eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                                            © Copyright 2011, praxisnow.ie - 25
                                                           UK SERP
                                                          E.G.


                                                          REVISITED
                                                          “Search Shelf Space”
                                                          (AdWords + Organic)
                                                          Notice anything “evolved”?
                                                          Rich media in Organic results
                                                          “Silo” Search
                                                          Inclusion of “News” in organic
                                                          results
                                                          .com sourced search suggestions

                                                          Notice anything different?
                                                          Media mix (search shelf)
                                                          Advertiser sophistication &
                                                          functionality
eMarketing Workshop | 14 April 2011
                                                          Number of Advertisers
W. www.praxisnow.ie T. 01-2360076




                                                                                                         © Copyright 2011, praxisnow.ie - 26
ADWORDS EXTENSIONS
                        Linking Your Campaign to:
GOOGLE PLACES                  GOOGLE MERCHANT CENTRE                     SITELINKS & PHONE EXTENSIONS




                eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                              © Copyright 2011, praxisnow.ie - 27
In Summary
If you could do only three things in
PPC to improve your international
paid search footprint . . .


    eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                   © Copyright 2011, praxisnow.ie - 28
   International PPC
1. Understand New “Longtail” (using QS)
   2. Use any & all techniques that
support geo-targeting (e.g. Link AdWords to a
                  local Google Places entry)
    3. Keep pace with competitor
    advertising (e.g. Reviews & Star Ratings)
         eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                             © Copyright 2011, praxisnow.ie - 29
A CLOSING THOUGHT

   eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                                       © Copyright 2011, praxisnow.ie - 30
    SEARCH TRAFFIC
... it leads to quality sales leadsearch traffic
          - Specifically, high quality
             IS ONLY USEFUL WHEN back of . . .
                        generation on the . .

                              A TRACKABLE
      SEO                   COMPELLING VALUE
                              PROPOSITION
                                                                 PPC

       eMarketing Workshop | 14 April 2011
W. www.praxisnow.ie T. 01-2360076




                                                          © Copyright 2011, praxisnow.ie - 31
  Go n'éirí an t-ádh libh
                COMPETITIVE STRATEGIES IN
    INTERNATIONAL SEARCH
              PLACEMENT
                                            JOHN COBURN

eMarketing Workshop | 14 April 2011

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Competitive strategies in international search placement

  • 1. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 1 Competitive Strategies in INTERNATIONAL SEARCH PLACEMENT JOHN COBURN E. jcoburn@praxisnow.ie T. 01-2360076 eMarketing Workshop | 14 April 2011
  • 2. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 2 1 SEO National Search Targeting If you are far from the enemy, make him believe you are near Sun Tzu eMarketing Workshop | 14 April 2011
  • 3. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 3 1 : 40 Non-Brand-related WEBSITE TRAFFIC UNIQUE KEY-PHRASES Source: Covario / NetConcepts eMarketing Workshop | 14 April 2011
  • 4. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 4 Things that can impact Google’s understanding of your target geography Domain Extension Google Webmaster Domain Registration Setting (generic TLD) Address Hosting IP Address eMarketing Workshop | 14 April 2011
  • 5. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 5 BEST .co.uk or generic: registered and hosted in UK GEOLOCATION Neighbourhood Inbound Link Topology eMarketing Workshop | 14 April 2011
  • 6. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 6 THEORETICALLY .co.uk or generic: registered Ireland and geo-located to UK EQUIVALENT Neighbourhood GEOLOCATION Inbound Link Topology NOTE: Not workable with a .ie domain eMarketing Workshop | 14 April 2011
  • 7. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 7 STILL AT HOME Dangers of replication! Neighbourhood GEOLOCATION Inbound Link Topology eMarketing Workshop | 14 April 2011
  • 8. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 8 What many Irish DEFAULT Companies are doing: Neighbourhood GEOLOCATION Inbound Link Topology NOTE: Can still compete for unique brands, geo- locator based terms and unique search phrases eMarketing Workshop | 14 April 2011
  • 9. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 9 Things that can impact Google’s understanding of your target geography Domain Extension Google Webmaster Domain Registration Setting (generic TLD) Address Neighbourhood Hosting IP Address Inbound Link Topology eMarketing Workshop | 14 April 2011
  • 10. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 10 SOME IMPLICATIONS OF LOCATION-BASED SERPS BASED ON INCREASINGLY GRANULAR GEO-LOCATION eMarketing Workshop | 14 April 2011
  • 11. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 11 SEPARATE WEBSITES (OR GEO-LOCATED SUB-DOMAINS) DEPLOYED PER TARGET GEOGRAPHY Contrary to popular opinion: It’s not about buying up national key- phrase based domains and redirecting to your website. eMarketing Workshop | 14 April 2011
  • 12. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 12 A “GEO-LOCATION STRATEGY” IS REQUIRED FOCUS ON EXTENDED / LONG-TAIL? CITY-LEVEL TARGETING? CATEGORY PAGES ONLY? eMarketing Workshop | 14 April 2011
  • 13. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 13 ORIGINAL CONTENT IS REQUIRED DUPLICATE DESIGN / EDIT CONTENT & KEY-PHRASE TARGETS eMarketing Workshop | 14 April 2011
  • 14. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 14 “AUTHORITY” & KEY-PHRASE TARGETING STRATEGY IN HIGHLY COMPETITIVE SEARCH MARKETS Entire website “authority” focused on a narrow key- phrase group Category Pages Only TRAFFIC Long-tail (lots of content) KEY-PHRASE CLUSTERS eMarketing Workshop | 14 April 2011
  • 15. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 15 OTHER INTERNATIONAL SEO STRATEGIES • USE OF MIXED MEDIA (optimised) • MULTIPLE LOCATION ENTRIES IN GOOGLE PLACES (incl. UK tel / fax etc..) • LOCAL + ENGLISH + COLOQUIAL Key-phrase Targeting eMarketing Workshop | 14 April 2011
  • 16. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 16 2 PPC Bigger Footprint than SEO | Instantaneous BUT Expensive | 1:6 Click-Through Ratio | Has become sophisticated eMarketing Workshop | 14 April 2011
  • 17. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 17 THE “OLD” PPC LONGTAIL BEHIND THE TIMES? eMarketing Workshop | 14 April 2011
  • 18. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 18 GOOGLE’S KEYWORD QUALITY SCORE DETERMINES HOW MUCH YOU PAY PER CLICK + WHERE YOU ARE RANKED GOOGLE’S KEYWORD QUALITY SCORE CTR QUALITY SCORE SCALE 1 - 10 eMarketing Workshop | 14 April 2011 Source: Google
  • 19. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 19 eMarketing Workshop | 14 April 2011
  • 20. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 20 “RELEVANCE”: A MORE USEFUL MODEL € Low Quality Score Poor Alignment / High Competition Medium Quality Score Low CTR / (often) Low Competition High Quality Score High CTR / Good Alignment LOW RELEVANCE HIGH eMarketing Workshop | 14 April 2011
  • 21. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 21 IRISH SERP (AdWords + Organic) Search on: fashion design eMarketing Workshop | 14 April 2011
  • 22. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 22 E.G. UK SERP “Search Shelf Space” (AdWords + Organic) eMarketing Workshop | 14 April 2011
  • 23. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 23 IRISH SERP (AdWords + Organic) REVISITED Notice anything the same? News entries? (and related photo) Left-side Column eMarketing Workshop | 14 April 2011
  • 24. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 24 IRISH SERP (AdWords + Organic) REVISITED Notice anything different? Less advertising competitors? Less sophisticated advertising methods being used? Different media mix? (no videos) eMarketing Workshop | 14 April 2011
  • 25. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 25 UK SERP E.G. REVISITED “Search Shelf Space” (AdWords + Organic) Notice anything “evolved”? Rich media in Organic results “Silo” Search Inclusion of “News” in organic results .com sourced search suggestions Notice anything different? Media mix (search shelf) Advertiser sophistication & functionality eMarketing Workshop | 14 April 2011 Number of Advertisers
  • 26. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 26 ADWORDS EXTENSIONS Linking Your Campaign to: GOOGLE PLACES GOOGLE MERCHANT CENTRE SITELINKS & PHONE EXTENSIONS eMarketing Workshop | 14 April 2011
  • 27. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 27 In Summary If you could do only three things in PPC to improve your international paid search footprint . . . eMarketing Workshop | 14 April 2011
  • 28. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 28 International PPC 1. Understand New “Longtail” (using QS) 2. Use any & all techniques that support geo-targeting (e.g. Link AdWords to a local Google Places entry) 3. Keep pace with competitor advertising (e.g. Reviews & Star Ratings) eMarketing Workshop | 14 April 2011
  • 29. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 29 A CLOSING THOUGHT eMarketing Workshop | 14 April 2011
  • 30. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 30 SEARCH TRAFFIC ... it leads to quality sales leadsearch traffic - Specifically, high quality IS ONLY USEFUL WHEN back of . . . generation on the . . A TRACKABLE SEO COMPELLING VALUE PROPOSITION PPC eMarketing Workshop | 14 April 2011
  • 31. W. www.praxisnow.ie T. 01-2360076 © Copyright 2011, praxisnow.ie - 31 Go n'éirí an t-ádh libh COMPETITIVE STRATEGIES IN INTERNATIONAL SEARCH PLACEMENT JOHN COBURN eMarketing Workshop | 14 April 2011