Uktin west online-marketing-nov2010

(c) Jan Klin & Associates 2010

International On-Line Marketing for Export Success

Jan Klin & Associates01928 [email protected]


What we’ll cover…

SEO – Search Engine Optimisation– Local and international

Pay per Click Advertising

Links, internationlisation and localisation

Social Media Marketing– Facebook, Twitter, Youtube, Blogging


SEO– Maximising your position in the hitlist Click throughs dissipate as we move down the list

36% of internet 36% of internet users perceive a users perceive a company in the company in the top search top search engine rankings engine rankings to be a major to be a major brandbrand

Source: iProspect Source: iProspect search engine search engine branding surveybranding survey


Search Engine Market Share-Internationalwww.searchenginewatch.comwww.searchenginecolossus.com

http://www.searchenginelinks.co.uk/link-48.html Google’s not the only show I town…

Baidu – ChinaNaver – KoreaYandex – Russia

Are dominant in their respective countries

Don’t forget Bing!


SEO in Business to Business


SEO in Business to Consumer


The French Site


SEO success in High Tech Manufacturing

SEO in High Tech


SEO success in High Tech


Google – ‘Universal Search’ and DAO (Digital Assets Optimisation)

Content retrieved from:Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedInMySpace, video ,etc


Google ‘Universal Search’


Universal Search


Universal Search

Google maps, news, images, You Tube, Blogs, MySpace,etc….

Certainly Google Base if you have products to sell - http://base.google.com/


Google Base – shopping results

Google Base – Shopping Results



Google Places

-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


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

Strategy and Process


The Spidering Process


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


Check your spiderability – can the search engines spider your whole site?

http://tools.seobook.com/general/spider-test/index.php

http://www.se-spider.com/


http://www.se-spider.com/



Use a sitemap

Use html navigation

Add html links to all other important pages

Use a google sitemap– www.xml-sitemaps.com

Check your spiderability athttp://www.ranks.nl/cgi-

bin/ranksnl/tools/checklink.pl

MAKE YOUR SITE “SPIDERABLE”


HTML Sitemap


Register with Google Webmaster Central (GWC)

Don’t forget Bing Webmaster Tools!


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…….


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


Multi language/ Multi site issues

Option 1: Have different translated versions of the same website under different TLD’s (eg – www.heskins.it; www.heskins.fr )

Option 2: Have a .com domain with separate country specific folders with translated pages AND use GWC to instruct Google that different parts of the site are relevant to different countries (see www.pneumat-europe.com)

– Another option here is to use subdomains rather than folders (eg www.deutch.yoursite.com)












The right keywords or keyphrases are the starting point for our strategy

Traffic from a variety of uncommon phrases?– Eg ‘marketing training courses Manchester’

One big win on a major phrase?– Eg ‘Training courses’– ‘personal loans’

(c) Jan Klin & Associates 2010Source: Internal Yahoo! Data for UK, France, Spain, Germany, Italy

SEARCHER BEHAVIOUR

Search activity is growing• 25.9M unique searchers in Europe• 304M searches per month • 453M page views

22%

30%

15%

9% 9%

24%

0%

10%

20%

30%

40%

50%

1 word 2words

3words

4words

5words

6words

57%of search queries involve 3+ words

Searches are becoming moresophisticated and specific:

2000 = 1.2 words ; 2005 = 2.5 words ; 2010 = 3.3 words

2010 Search Queries by Number of Words


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.html

http://www.microsoft.com/japan/ie/default.asp


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


Some web based tools to help Yahoo Search Marketing - Keyword Assistant

– http://searchmarketing.yahoo.co.uk/en_GB/

Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal

Wordtracker– www.wordtracker.com

Keyword Discovery – Tracks seasonality

Digitalpoint– www.digitalpoint.com


https://adwords.google.co.uk/select/KeywordToolExternal


www.digitalpoint.com


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


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


What do you do if there’s no direct translation?

“City breaks” has no direct equivalent in:–French–German–Dutch–Spanish– Italian


EndPoint – A prioritised list of your keyphrases




Sometimes it’s a problem…











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, update frequency


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


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


www.asgservices.co.uk

http://www.ranks.nl/tools/spider.html


Capturing content below the scroll


www.aadrvarksafaris.com




Even Busy Ecommerce sites!


More copywriting examples….

Iobuild Dean International


In summary Write 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.– Punctuation not important

The phrases can be included in:-– The main text– Header tags (h1, h2 etc)– In in-text links– In navigation links

– In footnotes– In ‘alt’ tags


Internal Links




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)






Meta Tags – The Title tag


Meta Tags – The Title tag

http://www.asgservices.co.uk/


Different Pages Optimised for Different Keyphrases


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

IMPORTANCE OF TITLES

Source: Marketing Sherpa Study, August 2005


Meta Tags Keyword and Description tags


www.asgservices.co.uk – H1 tag


Optimising your Metadata- Important 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


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











Use www.linkpopularity.com to check your links

Inbound Links


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

Free lessons at www.janklin.com

http://www.linkpopularity.com/











Google Analytics – free and comprehensive


Website Localisation and SEO


Websites and Localisation – Why bother with translation? www.cilt.org.uk


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


Mistranslation Examples

“Please dial 7 to retrieve your auto from the garbage”

Mistranslation: Hotel Rome



“Why go somewhere else to be cheated when you can come here”

Mistranslation: Indian shop window



“Please hang yourself here”

Mistranslation: Hotel cloakroom, Berlin



“Nothing sucks like an Electrolux”

Mistranslation: Ad targeting the US



“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


www.manacad.com – foreign language ‘landing pages’ add metatags


Country specific top level domains


Different languages on the same domainwww.pneumat-europe.com



Register with Google Webmaster Central (GWC)


Marketing Internationally and the WebLink Building Strategies and Social Media

Marketing


Link Building Strategies

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

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


Where do these links come from? Many places… but we need to develop them in a

structured way

Directories– General– Industry specific– Some free some paid for– International

Strategic Partnership links Reciprocal links In newsgroups and other forums Social Media sites Blogs Banners Affiliates


External links – anchor text


Europages – An Effective European Business Directory


Use www.linkpopularity.com to check links


Yahoo Site Explorer


www.alibaba.com – worlds largest B2B Directory


Page Rank

Running the cursor over this area will indicate the Page

Rank

In this case - 9


www.cloggs.co.uk

Always in the top 3 in google for top 20 keyphrases

Optimised metadata and visible data

Built backlinks– Focused on the

‘structure’ of the link


Anchor Text Example

<a href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>


Where do these links come from?Blogs


Where do these links come from?PR (‘Public Relations’) Sites

PR Directories

Examples– PRWeb– PR World– Google News


Use ‘AddThis’ to allow people to bookmark your pages


www.janklin.com – free lessons

http://www.janklin.com/blog/lesson-7-link-building-1

http://www.janklin.com/blog/lesson-10-link-building-2


New site or not? New domains take a while to get ranked by Google

(let’s say 6 months)

If possible add new pages to existing sites to get quicker rankings

If necessary use existing domain to capture phrases and redirect to new site– Eg Heskins.com to Heskins.fr and Heskins.it– Use .com to capture italian and french searches and

redirect to relevant site– Use GWC to tell Google that part of .com site dedicated to

french and italian traffic


Essentials for new sites…. Your Content management system (CMS) has to produce search engine

compliant metadata – unique on every page

The CMS should generate SE friendly urls– Eg www.yoursite.co.uk/blue_widgets– NOT - http://www.yoursite.com/bvsn/bvcom/ep/home.do?

tabId=3&BV_SessionID=EngineID=cccd

You need the functionality to override this metadata to streamline the SEO moving forwards

The architecture has to be search engine optimised – eg most important pages close to homepage

Use Google Webmaster Central (GWC) to set up site maps, analytics, geographic area , etc and monitor spidering

http://www.janklin.com/blog/seo-and-new-websites


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


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-your-

website-and-search-engine.html


Marketing Internationally and the Web

- Social Media Marketing


Alexa.com – top sites worldwide


See the top visited sites around the world – 120 countries – top 100 sites


Social Media Marketing


Put your blog at the epicentre of your social media and web marketing

A typical blog….


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


Linking your digital assets


Your Blog-articles

-Press releases-Lessons-reviews-guides

……

PR sites(eg PRweb.com)

Social Bookmarking sites(eg delicious.com )

Social Networking sites(eg Facebook)

Syndicate content to other blogs

Microblogging sites(eg Twitter)

RSS to others

Email to contact database

Video sites(eg YouTube)

Submit to article sites


Facebook and Marketing

Over 500 million active users

Adding users at the rate of 250,000 per day

Top Social Search Engine Largest Social media site


Your Facebook entry in Search Results

Dear friend, I am 100% serious about my business, but that is not to mean I am 100% serious about myself. That is why sometimes I wear my smoking jacket with the inside on the outside!

It is also why I have put together comic tape of bloopers from my TV advertisements for your amusement. If you have a buddy who would like an amusement, why not send this on to them?

To watch bloops, visit comparethemeerkat.com/my-movies

To compare cheap car insurance visit comparethemarket.com Simples!

All my best,Aleksandr

P.S. I have over 300,000 friends on Facebook and over 9,000 followers on Twitter, who send me nice messages. If you are meerkat afficionado I would love hear from you.


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



www.winetravelguides.com


Develop your visibility

Create an engaging page–Events, videos, discussions, photos, blog

articles Get found by search

–based on content and number of ‘fans’ Build your fan base

–Email your contact database–Link in your email signature–Link to your website or blog


Advertise directly


Advertise Directly

Target by gender,age, location, keywords, likes…(fastest growing segment: female age 45-55)

Use ‘pay per click’ or ‘pay per view’–Low click through rates so PPC best

Use Google Adwords content targeting


Set up a personal profile


Find friends and associates


Instant Success with Facebook

Ampfab has only been formed for 4 months...... Not only did we get an immediate order for this work which was worth about 10K, we also got an order from the firm next door for 22K and I have been assured thatthere will be more available from both these successful businesses plus we are now getting our name passed around to everyone they know!

ADAM BECK-Ampwire Ltd


Increase your visibility

Start your own discussion group or community

Participate in other discussion groups or networks - (55,000 active networks)

Become a ‘fan’


Winetravelguides.com – website, blog, facebook, twitter…


www.winetravelguides.com Active on LinkedIn Early adopter of

Twitter Blogs extensively Facebook, Myspace

exposure

Facebook – 1256 fans– Advertises daily

(£5/day)– Posts weekly– 75% of leads/sales via

Facebook– One ‘big win’


Twitter - Microblogging

Twitter and promotion

Twitter and real time search


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


What not to do….


Twitter and realtime search


Target something topical as a search tactic


Twitter for Business Leads

Searches for tweets relating to play equipment

Responds to situations requiring product supply to generate business opportunities


Twitter and Promoted Tweats – see the 140 second video- http://help.twitter.com/entries/142161

Twitter’s first real attempt at monetisation

Pay to have your selected tweats appear at the top of the search list

People carry out keyword searches (or select trending topics) and advertisers tweats take top position in the search results

Pricing initially based on ‘cost per impression’ basis – but probably will be on PPC basis moving forwards


TweetDeck – integrate Twitter, FaceBook, LinkedIn etc within one simple to use interface


Twellow.com

Twitter Directory

See what people are tweeting about in your sector


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


Top Video sites

You could use Tubemogul to submit to all major video hosting platforms



Optimise your clips…


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


Google Universal Search


Digital Assets Optimisation (DAO)

Optimise you website But also ensure all other digital assets get visibility..– Images (17% of all searches are for images)– Blogs– Videos– News and Press Releases– Social Media assets

AND – submit to appropriate sources…– Google News, Google Base, Google Local for maximum

search engine visibility

NB – opinions and content on social media sites will become important signals for search engines


Instant Google – just add words





Marketing Internationally and the Web–Pay per Click Advertising


Search Marketing in Worldwide Shipping

Use a combination of Pay per Click and Search engine optimisation to transform their business

In less than seven months , Jan Klin & Associates have transformed our business from being on the edge of Rack and Ruin , to the point that we are unable to cope with the amount of enquiries and job confirmations.– Andy McTaggart – Managing

Director, ALS Worldmovers


– Search Marketing – Maximising your position in the hitlist– Click throughs dissipate as we move down the list

33% of internet 33% of internet users perceive a users perceive a company in the company in the top search top search engine rankings engine rankings to be a major to be a major brandbrand

Source: iProspect Source: iProspect search engine search engine branding surveybranding survey


Pay Per Click and the digital media mix% share of revenues for 2008

16.4%

13.3%

5.9%

56.2%

4.1%

1.5%

0.8%

1.1%0.6%

Banners / Embedded

Sponsorships

Interruptive formats

Display ads on email

Tenancies

Other display

Recruitment classifieds

Further classifieds

Paid for search listings

Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC

IAB estimates for actual ad spend by format are based on samples of categorised revenue from key IAB members provided by PwC. Data excludes unclassified figures.

£224.4m

£20.5m

£15.7m

£8.8m

£55.6m

£10.9m

£ 182.0m

£80.3m

£768.3m



Ever seen this?


Google Adwords


Yahoo PPC


Microsoft PPC


What determines your ads position?

Bid price

Advert effectiveness

Landing page quality


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


Tap into overseas markets


Capture The Long Tail

Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’


Segment and target

Best Practice: Match the Terms (and Pages) to Customers’ IntentsBest Practice: Match the Terms (and Pages) to Customers’ Intents

Custom

er N

eedK

eywor d

Attribu

tesExam

pl es

“What is out there to meet my need?”

“How can I learn about a product or service?”

Informational terms

Product classes

Problem descriptions

DVD player

Family holiday

Financial planning

“What brands and features are there?”

“What is distinct about this one?”

Features

Brand names

Differentiators

Portable DVD player

Hawaii holiday

Personal pension

LearningLearning ShoppingShopping BuyingBuying

“I want that one!”

“Who stocks this model number?”

Product code

Locations

Nicknames

Panasonic DVD-LX9

Maui golf resort

Low risk growth fund


www.royaldubai.co.uk – PPC then SEO


Measure your performance


www.spyfu.com


Search TermResearch &

Targeting

Drives Quantities

of Leads

Title & Description

Targeting

Drives Quality of

Leads

Landing Page Targeting

Drives Conversions

How pay-per-click works


https://adwords.google.co.uk/select/KeywordToolExternal


Content Match – branding benefits

Content Match: Sponsored search results appear according to the editorial content on the page

Benefits Increased Traffic Traffic Quality

Premium Partner Network Quality mapping Good Conversion Rates

Separate Bidding Branding


Using the Content Network

Use Google content network

Focus on what you can do at the hotel– Scrabble, walks etc

Ad appeared on Facebook and caused huge traffic spike


Keyword selectionStage 1 Stage 2 Stage 3 Stage 4 Stage 5

progress through the buying process >>>

co

nsu

mer

sth

ou

gh

tserStage 1 Stage 2 Stage 3 Stage 4 Stage 5

buy

progress through the buying process >>>

co

nsu

mer

sth

ou

gh

tser

firmingup initial

idea

decidingon amaker

lookingfor best

price

thinking about

it

decidingon a

model

firmingup initial

idea

decidingon amaker

lookingfor best

price

thinking about

it

decidingon a

model

firmingup initial

idea

decidingon amaker

lookingfor best

price

thinking about

it

decidingon a

model

firmingup initial

idea

decidingon amaker

lookingfor best

price

thinking about

it

decidingon a

model

firmingup initial

idea

decidingon amaker

lookingfor best

price

thinking about

it

decidingon a

model

computer

132,755

laptop

19,152

sony vaio

2,264

sony vaio z1sp

47

cheap sony vaio laptop

11

£5.00 £0.46 £0.40 £0.10 £0.10


•Choose titles and descriptions that are relevant to the search

•Strong ‘call to action’

•Repeat search terms in the ad

Do’s and Dont’s


•The ad links directly to the relevant landing page

Do’s and Dont’s


•The ad links directly to the relevant landing page

•Choose titles and descriptions that are relevant to the search

•Strong ‘call to action’

•Repeat search terms in the ad

Do’s and Dont’s


Best click-through rates for Figleaves

Bidding on 250 search terms to start with, Figleaves wanted to attract as many customers as possible – including those who knew specifically what they wanted (ie. searching for ‘Wonderbra’) and those who were less certain (ie. ‘lingerie’).

Figleaves now bids on over 6,000 search terms and is an integral part of the marketing strategy, running 365 days a year.

“Overture provides new customers with higher conversion rates and better click-through rates than any other medium.”

Claire White, Marketing Services Manager, Figleaves

“Overture provides new customers with higher conversion rates and better click-through rates than any other medium.”

Claire White, Marketing Services Manager, Figleaves

Customer acquisition and retention have always been the main objectives of Figleaves’ website. The company decided to start using Overture to drive pre-qualified leads and new prospects to its site.

Potential customers are now targeted at the moment they are actively searching for lingerie online.


For a copy of the slides….

Just email – [email protected]

01928 788100 07946 513521

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Uktin west online-marketing-nov2010

Technology