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(c) Jan Klin & Associates 2008
International Search Marketing for Export Success
Jan Klin & Associates01928 788100jan@janklin.com
(c) Jan Klin & Associates 2008
International Search Marketing Update
A refresher and overview on the essentials of search marketing for
international visibility, plus, an update on the latest approaches, tools and techniques - including any new aspects of search engine operations.
-What we need to know about how search engines work -Essentials of Search Engine Optimisation for international traffic -Visibility and Localisation Issues -Targeting specific countries with SEO -Using Pay per Click advertising to target specific countries - Understanding which search engines to target and the tools they offer for
geographic targeting
(c) Jan Klin & Associates 2008
Search Marketing – 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
(c) Jan Klin & Associates 2008
Search Engine Market Share-Internationalwww.searchenginewatch.comwww.searchenginecolossus.comhttp://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
(c) Jan Klin & Associates 2008
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
(c) Jan Klin & Associates 2008
Google – ‘Universal Search’
Content retrieved from:Google maps, news, images, You Tube, Blogs, MySpace, video ,etc
(c) Jan Klin & Associates 2008
Universal Search
Google maps, news, images, You Tube, Blogs, MySpace,etc….
Certainly Google Base if you have products to sell - http://base.google.com/
(c) Jan Klin & Associates 2008
www.plumbnation.co.uk
Heating and plumbing ecommerce site
Will eventually sell over 30,000 different products
Site completed in September 2007
First months sales in excess of £100,000 – for one product range!
Half sales from ‘pay per click’ half from natural results!
(c) Jan Klin & Associates 2008
Google Local Business Centre
-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 2008
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
(c) Jan Klin & Associates 2008
The Spidering Process
(c) Jan Klin & Associates 2008
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.businesslinkkent
.com
497 web pages in the index
(c) Jan Klin & Associates 2008
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/
(c) Jan Klin & Associates 2008
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”
(c) Jan Klin & Associates 2008
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 2008
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 2008
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)
(c) Jan Klin & Associates 2008
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
(c) Jan Klin & Associates 2008
Strategy and Process
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 2008
Source: 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 ; 2008 = 3.3 words
2005 Search Queries by Number of Words
(c) Jan Klin & Associates 2008
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 Suggest:-- http://www.google.com/webhp?complete=1&hl=en
- Others – see later slides
- You could even ask your customers and suppliers
(c) Jan Klin & Associates 2008
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
(c) Jan Klin & Associates 2008
Use Online Tools to help Generate Effective Keyphrases eg www.wordtracker.com- Also for foreign language terms
(c) Jan Klin & Associates 2008
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 2008
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 2008
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
(c) Jan Klin & Associates 2008
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
(c) Jan Klin & Associates 2008
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 2008
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
3% is ideal (keep below 10%) Check you density with:
– www.ranks.nl/tools/spider.html
(c) Jan Klin & Associates 2008
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
(c) Jan Klin & Associates 2008
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
Strategy and Process
(c) Jan Klin & Associates 2008
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
(c) Jan Klin & Associates 2008
Optimising your Metadata- Important that the tags show a theme between each other and the visible content
Title tag– No more than 10 words, no &s – 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 2008
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
(c) Jan Klin & Associates 2008
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
Strategy and Process
(c) Jan Klin & Associates 2008
Use www.linkpopularity.com to check your linksInbound Links
(c) Jan Klin & Associates 2008
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
500 directories from jan@janklin.com
(c) Jan Klin & Associates 2008
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
Strategy and Process
(c) Jan Klin & Associates 2008
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
(c) Jan Klin & Associates 2008
Mistranslation Examples
“Please dial 7 to retrieve your auto from the garbage”
Mistranslation: Hotel Rome
(c) Jan Klin & Associates 2008
Mistranslation Examples
“Why go somewhere else to be cheated when you can come here”
Mistranslation: Indian shop window
(c) Jan Klin & Associates 2008
Mistranslation Examples
“Please hang yourself here”
Mistranslation: Hotel cloakroom, Berlin
(c) Jan Klin & Associates 2008
Mistranslation Examples
“Nothing sucks like an Electrolux”
Mistranslation: Ad targeting the US
(c) Jan Klin & Associates 2008
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 2008
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 2008
How many use ‘pages from’?
Approx 15% in the UK – dependent on sector
(c) Jan Klin & Associates 2008
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
(c) Jan Klin & Associates 2008
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 Portals
– Geographic– ecommerce
In Blogs Banners Affiliates
(c) Jan Klin & Associates 2008
Page Rank
Running the cursor over this area will indicate the Page
Rank
In this case - 9
(c) Jan Klin & Associates 2008
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
(c) Jan Klin & Associates 2008
Anchor Text Example
<a href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>
(c) Jan Klin & Associates 2008
Where do these links come from?PR (‘Public Relations’) Sites
PR Directories
Examples– PRWeb– PR World– Google News
(c) Jan Klin & Associates 2008
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
(c) Jan Klin & Associates 2008
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
(c) Jan Klin & Associates 2008
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 2008
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
(c) Jan Klin & Associates 2008
What is Web 2.0?
The latest phase in how the web is being used – the networking phase – Social interaction
Main features– ‘Openeness’ - Sharing of information
Eg Blogs, Faceboog, Myspace, forums– User generated content
Eg Flickr, YouTube, wikipedia, Dadooda.com– ‘Tagging’ and rating– Content ‘push’ rather than ‘pull’
Eg RSS feeds
(c) Jan Klin & Associates 2008
See the top visited sites around the world – 120 countries – top 100 sites
(c) Jan Klin & Associates 2008
A typical web 2.0 scenario…
We find a relevant blog (eg through aTechnorati.com search)
– Read a relevant article
– Participate in feedback / discussion
– Subscribe to RSS feeds
– Use our favourite social bookmark tool
(c) Jan Klin & Associates 2008
On Seth’s Blog www.adthis.com is used so people can use their favorite social bookmarking tool
An alternative would be to present the major tools at the end of the article
A typical web 2.0 scenario…
(c) Jan Klin & Associates 2008
www.del.icio.us.com Use social bookmarking
With Del.icio.us you can bookmark, tag, share your favorite websites
See who has bookmarked your site
See other sites bookmarked by people who’ve bookmarked your site
(c) Jan Klin & Associates 2008
Using social bookmarking sites for traffic and ‘link juice’
20 million visitors per month visit the top 10 of these sites
Many – over half – will pass on Google ‘link juice’
See Blogging, SEO, links and social bookmarking at Jan’s blog– http://janaklin.blogspot.com/2008/08/blogging-
seo-links-and-social.html
(c) Jan Klin & Associates 2008
www.winetravelguides.com
Active on LinkedIn
Early adopter of Twitter
Blogs extensively
Facebook, Myspace exposure
(c) Jan Klin & Associates 2008
Twitter Success Following Twitter for 6 months, active over past 3
months
Grown to be 2nd best source of referrals (Google first)
One major win – large online travel site followed Wink then made contact, conference call later deal was done – (affiliate related business)
Demanding a large amount of man time (1 day per week) – to engage properly
(c) Jan Klin & Associates 2008
Facebook Success
Facebook page live for 2 months
100 ‘friends’ already acquired
Started advertising ($5 /day ) directly
Early days but several sales made already
25% of referrals from FaceBook and Twitter
(c) Jan Klin & Associates 2008
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.
(c) Jan Klin & Associates 2008
Web 2.0 and Online Marketing Generally
– participating in blogs (yours and others), RSS, social bookmarking leads to higher on line visibility
Specifically for SEO– greater automatic backlinking– In blogs, in RSS feeds, on social networks – SEO and blogging advantages
(c) Jan Klin & Associates 2008
For online success….4 Golden Rules…
1. Use pay per click intelligently – for a reasonable return on investment (ROI)
2. Implement SEO ( and include Google base for ecommerce sites) for a quantum leap in ROI
(c) Jan Klin & Associates 2008
For online success….4 Golden Rules…
1. Use pay per click intelligently – for a reasonable return on investment (ROI)
2. Implement SEO ( and include Google base for ecommerce sites) for a quantum leap in ROI
3. Ensure the ‘landing pages’ have effective ‘calls to action’
(c) Jan Klin & Associates 2008
For online success….4 Golden Rules…
1. Use pay per click intelligently – for a reasonable return on investment (ROI)
2. Implement SEO ( and include Google base for ecommerce sites) for a quantum leap in ROI
3. Ensure the ‘landing pages’ have effective ‘calls to action’
4. Use permissions based email – for another ROI jump
(c) Jan Klin & Associates 2008
Building your Opt-in List Make sure the subscription process isn’t
too long/complex – keep it simple
Spell out the features/benefits of opting in – eg newsletter, even better RSS!
Include registration around the site, not just on one page
Keep the contact regular so they remember you
Ensure that recipients can unsubscribe at any time
(c) Jan Klin & Associates 2008
For online success….4 Golden Rules…
1. Use pay per click intelligently – for a reasonable return on investment (ROI)
2. Implement SEO ( and include Google Base where relevant) for a quantum leap in ROI
3. Ensure the ‘landing pages’ have effective ‘calls to action’
4.Use permissions based email – for another ROI jump
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