John Caldwell CreatorSEO Enterprise Ireland - eMarketing Event - Kilkenny - March 2019

1. Search Engine Optimi
Enterprise Ireland Event
March 2019
John Caldwell
john@creatorseo.com
061 513267
086 2410295
sation
zation

2. ✓ Physicist & Marketeer
✓ Multi-Nationals & SME’s
- Global Marketing and
Intelligence Teams
✓ Co-founded CreatorSEO/ABC Digital
and Intelligence Market
✓ Specialise in helping businesses grow
internationally

3. Some of our customers ........

4. • The Search Landscape and How Search Engines Work
• Click Throughs
• Content Clustering
• International SEO
• Voice Search
• Duplicate Content
• Tips
Areas covered:

5. Search Engine Optimisation - Introduction

6. If your not on page 1
of search results
you don’t exist!
Perception is reality

7. Strategy
Meeting a need!
Relevancy &
Engagement

8. 4 Seconds

9. Which? - search engines!

10. What a Search Engine Sees

11. … 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 …………..

12. … and let’s not forget

13. 4 Seconds
Mobile first indexing!

14. Search Pyramid
Social
Link Building
Keyword Research &
Targeting
Accessible Quality Content
Bring all this together with intelligence

15. The search demand curve
Source: SEOMoz
1 2 3-4 4+

16. Click Through Statistics

17. Desktop Click Through Stats – February 2018
Data from Jumpshot
Paid Ads: 3.8%
Organic: 65.8%
No Click Searches: 30.4%

18. Desktop Click Through Stats – February 2018
Data from Jumpshot
Paid Ads:
Organic:
No Click Searches:
3.8%
65.8%
30.4%
3.2%
39.0%
57.8%
Desktop Mobile

19. Google & 2018/2019

20. 20
✓Positive User Experience
✓Trust
✓Technical SEO
✓Structured Data
✓Voice Search
Pushed by Google in 2018/2019
✓Topical Keywords
✓User intent when searching
✓Security (HTTPS/SSL)
✓Customer journey
✓Performance / Speed

21. 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!!

22. 22
“RankBrain ha become the third-most important
signal contributing to the result of a search query”
RankBrain simply measures how users interact with the search results

23. What worked before in SEO, may still not work!

24. What is Google looking for?

25. 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?

26. 27
Rank Brain …….
Selects ranking signals
Key terms
Freshness
Inbound authority
Engagement
Content depth
Related topics
………
The intent of your search
– information open queries
- location matters
Predicts what you
are looking for!
Keyword relationships and
usage – close bonds between
keywords on each page

27. Content Silos/Clustering

28. 29
Typical Site Organisation
Top / Home Page
Top level categories
Sub categories
Detailed pages

29. 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

30. 31
Clustered Content Organisation
Top / Home Page
Move all pages up one level
&
Cluster by topic

31. 32
Clustered Content Organisation

32. 33
Make it easy for the search engines -
content clusters
Google in particular want to have a
good understanding of your website’s
content.
- what your promoting
- how it is structured
- layout of content
Optimise within a cluster!!!
Relevant Content organisation!
Traffic
SEO / User Experience
Content Silos
If you want to rank think of sections
rather than just a page.

33. 34
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

34. 35
Think like Google!
Content - Authority - Authenticity - Trust

35. Some key tools
mysiteperformance.com

36. Marketing - Google Alerts & Google News & Google Publisher

37. “Without data you’re just
another person with an opinion”
“You can’t manage what you
don’t measure”
W Edwards Deming
William Edwards Deming (1900 – 1993)
An American engineer, statistician, professor, author,
lecturer, and management consultant. Educated initially
as an electrical engineer and later specializing in
mathematical physics, he helped develop the statistical
sampling and control techniques still widely used today.
Deming is best known for his work in Japan after WWII,
particularly his work with the leaders of Japanese
industry.

38. HUB5050 Just Launched
– WordPress Website Ranking and Competitor Tracking Plugin

39. HUB5050 – CreatorSEO search market Google Ireland

40. HUB5050 – CreatorSEO search market Bing Ireland

41. Internationalisation
Google.ie,Google.co.uk,Google.de,Google.fr……

42. Trading internationally
• Common situations:
• one country, several languages
• one language, several countries

43. 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?

44. 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)

45. 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

46. Trading internationally
A new domain starts with
ZERO domain authority

47. Trading internationally
• Directories by country/language
• Cheaper
• Less technical resources required
• Easier to manage and coordinate
• Directories contribute to increase the general relevancy of a domain
• Domain authority is consolidated

49. Local content
• Use local addresses and contact information
• Add local case studies/ testimonials
• with names and images
• Customise content for each country or market
• More relevant, increases local link building opportunities, and decreases duplicate content
• Currency

50. 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?

51. Search Term Variations by Geography

52. 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!

53. Voice Search

54. Voice Search
Is Voice Search the next big thing?
• 20% of all searches on mobile are voice searches
Two tips:
• Focus on featured snippets
• Include a question (and answer) in your content

55. Duplicate Content

56. 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

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. Speed

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

60. Some Final SEO Tips
• Watch search intent
• Key phrases must match your content!
• Map the customer journey
• Manage your site links
• Get a local mailing address
• Use a translator!
• Mobile First Index
• Value proposition/ Audit your site
• Speed
• Clustering/Silos
• Content depth
• FRESH Relevant and most
recent unique content
• Make sure you have an SEO
strategy

61. john@creatorseo.com
John Caldwell
john@creatorseo.com
061 513267/ 01 5313061
086 2410295