The document provides an overview of a search engine optimization event. It discusses topics like how search engines work, international SEO, content clustering, duplicate content, voice search, and tips from Google for improving SEO. The presentation emphasizes the importance of unique and relevant content, optimizing for user experience, and understanding search intent and the customer journey.

1. Search Engine Optimi
Enterprise Ireland Event
October 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. Internet Marketing Company ........
We help clients benefit
from the power of the internet
to
attract and convert potential customers and sales!

4. Internet Marketing Company ........
We always start with an Audit
Your internet presence ...
Your competitors presence ...
What are you trying to achieve ...
We will identify what/if there is an opportunity!

5. Some of our customers ........

6. Areas to cover ........
✓ The Search Landscape and How Search Engines Work
✓ Click Throughs
✓ Content Clustering
✓ International SEO
✓ Voice Search
✓ Duplicate Content
✓ Tips

7. Search Engine Optimisation - Introduction

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

9. It all begins with strategy ........
Meeting a need!
Relevancy &
Engagement

10. Relevant Optimised
Content
More Traffic
Increased Sales /
Growth

11. 4 Seconds ........

12. Ranking positions – Google ........
0
5
10
15
20
25
30
35
40
45
1 2 3 4 5 6 7 8 9 10
Unknown
brand

13. Which? - search engines!

14. What a Search Engine looks at ........

15. Which Search Engines ........
Algorithm
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..

16. ........ And let’s not forget

17. ........ Search
People search for something
to serve a purpose!

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

19. ........ The Search Demand Curve
1 2 3-4 4+

20. 3 Key Takeaways for Google

21. ........ Top SEO Pointers from Google
1. Excellent Content
2. Meta Tags
3. Performance
Mobile
Desktop

22. Click Through Statistics

23. Desktop Click Throughs ........
Paid Ads: 3.8%
Organic: 65.8%
No Click Searches: 30.4%

24. Desktop versus Mobile ........
Paid Ads:
Organic:
3.8%
65.8%
3.2%
39.0%
Desktop Mobile
No Click Searches: 30.4% 57.8%

25. What is Google looking for?
2018 / 2019

26. 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!!

27. 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?

28. Meta Data ........
Make it easy for
Google!
Page Title
Page Description
Meta Keywords
(for Bing and others)

29. Performance ........
Quick Site!
Where is your site
hosted?
Coding?
Image?

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

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

32. RankBrain ........ 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

33. Content Silos/Clustering

34. Typical Site Structure ........
Top / Home Page
Top level categories
Sub categories
Detailed pages

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

36. Clustered Content Site Organisation ........
Top / Home Page

37. Relevant Content Site Organisation ........
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
If you want to rank think of sections rather
than just a page. within a cluster!!!
Traffic
SEO / User Experience
Content Silos

38. Content Example – google.co.uk ........
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

39. 40
Think like Google!
Content - Authority - Authenticity - Trust

40. Some Tools to use ........

41. Some Tools to use ........
mysiteperformance

42. Some Tools to use ........
“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 andcontrol
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.

43. HUB5050 (WordPress plugin to track ranking) ........

44. HUB5050 (Search market share – Google example) ........

45. HUB5050 (Search market share – Bing example) ........

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

47. Trading Internationally........
• Common situations:
• one country, several languages
• one language, several countries

48. 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?

49. Trading Internationally........
• 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)

50. 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

51. Trading Internationally........
A new domain starts with
ZERO domain authority

52. 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

53. Trading Internationally........

54. 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

55. 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?

56. Search Term Variations by Geography

57. Audience ........
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!

58. Voice Search

59. 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

60. Duplicate Content

61. 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

62. 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

63. 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
•Traffic to your site – you must get the messaging right
to get engagement!
•Remember customers want to get answers!

64. Some Final 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
✓Get your Meta data right
✓Value proposition/ Audit your site
✓Speed
✓Clustering/Silos
✓Content depth
✓FRESH Relevant and most
recent unique content
✓Make sure you have an
SEO strategy

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