Uktinw&yorks online marketing-nov2012

(c) Jan Klin & Associates 2011

Exporting and the Internet

Jan KlinJan Klin & Associates01928 78810007946 [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 -Still the main method..


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


Use www.searchenginecolossus.comto submit to country specific search engines


Submitting to Yandex

http://webmaster.yandex.ru/addurl.xml


http://gs.statcounter.com


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 Base – shopping results

Google Base – Shopping Results


Google Places – will be integrated with Google Plus – see ‘local’ button

-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

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

http://www.google.co.uk/






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


HTML Sitemap


Register with Google Webmaster Central (GWC)


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











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’

22%

30%

15%

9% 9%

24%

0%

10%

20%

30%

40%

50%

1 word 2words

3words

4words

5words

6words


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://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html

http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to.html


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


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













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, social media activity…


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

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


Google’s ‘Panda’ Update – Emphasis on Quality Content

-Sites with copied content are getting penalised

-Emphasis needs to be on original and interesting content

-Copy writing needs to be a priority activity of SEO

-’Duplicate content’ is a definite no – no

-Also ‘fresh’ content favoured (latest update)


www.asgservices.co.uk


Capturing content below the scroll


www.aardvarksafaris.com




Even Busy Ecommerce sites!


In summary Write (good quality) 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




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


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 – social media)– Number of visits, length of stay











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











Google Analytics – free and comprehensive


Language and country traffic


More on international SEOand localisation…


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

ECR service is useful here


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


Register with Google Webmaster Central (GWC)


www.mantracourt.co.uk

Supplier of advanced instrumentation– Strain gauges, wireless

telemetry, signal converters

– For marine, automotive, engineering sectors

Main Objective– Increase the volume of

worldwide enquiries – in English and foreign languages


The solution..

.co.uk site offers limited worldwide visibility– Local has high relevance to

search engines

Transfer site to .com

Set geotargeting to worldwide – otherwise hosting skewed

Produce foreign language web pages


Mantracourt solution

Professionally produced main language pages for each country

Auto translate on other pages


Auto translation is not perfect!


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


Country specific top level domains


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



What do we need to do? Decide on approach – landing pages, separate sites, one domain,

a mixture?

Translate pages and website changes– Which languages? – How many pages?– Include metadata– Navigation – flags, maps– Keyword research – ask customers, keyword tool

Search engine necessities– Submissions – eg Yandex, Baidu– Settings – geotargeting– Coding issues – hreflang– Site mapping


Webmaster Tools for Geo-targeting

Set up xml sitemaps for each country version of your site…– Eg


Webmaster Tools for Geo-targeting

See example at Google Webmaster Tools…

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=2620865


Geo-targeting from Google


Marketing Internationally and the WebLink Building Strategies


Link Building Strategies orContent Marketing?

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

– Other ‘content marketing’ will generate links

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


Content Marketingaka – Link Building


Creating link maps

See how to create your own – or your competitors – link map at Jan’s blog..

www.janklin.com/blog/bid/148572/Creating-a-Visual-Map-Of-Your-Backlinks


Natural links are a by-product of good content marketing…

Attracting links via your blog

Distributing press releases

Article distribution

News stories

Social media bookmarking sites

Etc, etc


You need a Content Strategy!

You need a content strategy!


Consistent link building over 2 yrs quadruples traffic


Where do links come from?www.touchgraph.com for link targets

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


Europages – An Effective European Business Directory


www.alibaba.com – worlds largest B2B Directory



www.opensiteexplorer.org – to check your links


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

PR Directories

Examples– PRWeb– PR World– Marketwire– Business Wire– PR Newswire


Ensure Press Releases get Anchor text based links back to website


www.dgcos.org.uk Using Logos/accreditations to

get backlinks

Logo gets sent to accredited members to afix to their website

Code is included within the logo with ‘anchor text’ based link back to website


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


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


Social Media Marketing


SEO and Social Media

Social media sites show up in search results (Google Universal Search)

Social Media activity is a signal to search engines

Social media and content marketing naturally build links

Google Plus now firmly integrated with search


Alexa.com – top sites worldwide


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


Social Media and International Marketing

Important in its own right – Facebook, Twitter, Youtube, Google Plus, etc

Has an increasing impact on Search engine rankings and search engine listings

Using Social media for English language engagement – for overseas markets

Issues in using social media for foreign language engagement – language, culture


Is Social Media relevant to your international marketing? Specially relevant to ‘BRIC’ countries …see…. http://searchenginewatch.com/article/2064597/International-Social-

Media-Marketing-Addressing-Cultural-Quirks


Weibo.com

China’s Facebook and Twitter hybrid


Social Media Marketing

Confused?


What can we use Social Media for?

Brand awareness

Brand advocacy

Generating traffic and sales

Customer service and information

Customer support

Typically not at the ‘selling’ end of the funnel


Sales Funnel and Inbound Marketing

Accepts that we want to communicate with people at each stage of the process

Accepts that people respond to different media at different stages

Accepts that ‘the more we give the more we get’

Content Marketing– Blogging, S Media,

whitepapers, ebooks, email newsletters…

No interest


Blogging – the ‘glue’ binding Inbound 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


A passion for Dinosaurs…http://blog.everythingdinosaur.com/

Blogs every day

Auto linked with Social media – FB, YouTube etc

Posts also distributed to article sites and other relevant sites (1700+)

Over 50% of web traffic attributable to blog

Keyphrase list for main phrases and ‘longtail’ used


www.everythingdinosaur.com


Facebook and Marketing

Over 850 million active users

Adding users at the rate of 250,000 per day

Top Social Search Engine Largest Social media site


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

Through interaction and engagement – Create brand awarness, build advocacy, generate traffic and sales,

customer service, research /data


Business Pages- Develop your visibility

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

articles

Get found by search – based on content and number of ‘fans’– Get people to ‘like’ you

Build your fan base– Email your contact database– Link in your email signature– Link to your website or blog– Advertise!


Advertise directly


Advertise Directly

Target by gender,age, location, keywords…

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

Use Google Adwords content targeting


Google Plus – Serious Facebook competition?

90 million users now signed up

Similar functionality to FBook

Google hangouts – video conference calls

‘circles’ concept is a differentiator

Best of Facebook, Twitter and LinkedIn?

Intertwined with Google search


Use ‘circles’ to segment your audience

Eg have a circle for training course attendees

people who have signed up for email newsletters

People interested in Social Media marketing

people interested in

SEO, etc


Cloggs ,Social Media and BrandDevelopment

Started Sept 2009

3 in house members of marketing team – plus all staff encouraged to tweet

Daily activity on Facebook and Twitter

Encourage people to ‘share’ – ie post references on their walls

Encourage people to retweet

To date have around 21000 fans, and 9000 followers

Do weekly blogging

Traffic conversions from web visitors - slightly higher than search marketing

Helps with search engines


Cloggs and Social Media Use quizzes and competitions to engage

fans and fans fans – eg ‘Edgerank’

Encourage people to follow/like them in return for getting regular offers and promotions – and advance product information, discount codes etc

Use social media to enagage and interact with their customers – offers, problems , etc

Use social media also for email database sign-ups

Only generates less than £15k per month

Need to scale it to 100,000 plus followers fans for it to be major contributer – and they plan for this to happen


What determines what I see in my ‘top news’ feed? – Edgerank Algorithm


My last visit to Facebook


What determines your position? – Edgerank algorithm


Edgerank Algorithm

95% of Facebook users use ‘top news’– Clearly if you want top visibility for your brand

you need to understand ‘edgerank’

Egderank based on:- Affinity, Edge weight, recency (so post

often)

‘Edges’ are every interaction you have on Facebook– Eg – uploading a photo, ‘liking’ something etc


Lots of ‘likes’ -but how important is that?


Lots of interaction to engage fans, increase affinity and increase sales

Encourage interaction

Add free downloads of vids and music

Competitions (eg tickets to shows) to engage fans and their friends

Vids and music have high edge weight

Posting twice a day for recency


Facebook France


Facebook Germany


Twitter France


LinkedIn

100 million on line, Business focussed Set up a profile

– And get found Set up connections with other people Advertise – on a PPC basis

Jobs– Search for jobs, advertise your cv,

advertise your position via your network


LinkedIn – participate in groups-or set up your own


Set up your Linkedin profile-make it comprehensive so you get found


Set up a business page

-Showcase your products-Company updates

-announcements-new services-communicate directly with your

followers


Advertise – on a PPC basis

Target By: - Job Title “Patent Attorney” or

“Sr. Laboratory Technician” or "Registered Nurse“

Job Function “Sales” or “Engineering” or "Marketing"

Industry “Banking” or “Biotechology”

Geography “United States” or “Netherlands” or “Toronto”

Company Size "1-10" or “500-1000" people

Company Name "GE" or or "FedEx“

Seniority – Age 35-55 Gender "Female" or "Male“ LinkedIn Group "Business

Intelligence Group" or "Corporate Real Estate"


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


Use Twitter to promote latest music and games


Use Twitter to promote latest products and pricing


Twitter for Business Leads

Searches for tweets relating to play equipment

Responds to situations requiring product supply to generate business opportunities


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

Set up you own channel – you may get invited to become a partner


www.Blacksheepwools.com

Set up you own channel – you may get invited to become a partner

Invite people to subscribe so they see your videos automatically as you upload them

Substantial driver of traffic for Blacksheep– 13 videos to date– Over 100,000 views



Set up your own channel and optimise your clips…


Posted in other languages…


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


www.socialmention.com


UKTI mentions


Marketing Internationally and the Web– Pay per Click Advertising –Module 6


Pay per Click Advertising

(&PPC)


– 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


Google Adwords


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’


Capture the ‘long tail’

-200,000 keyphrases Targeted

-65,000 alone for boilers

-long tail phrases – ‘worcesterGreenstar 28i junior combi boiler’

-Are cheaper AND convert tobusiness easier


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


•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


An Ideal Landing Page…www.free-employer-advice.co.uk


Landing Pages

Its not just the home page which needs to engage your audience

Pages searchers and browsers land on which are ‘call to action’ rich

Designed to get visitors to contact you or buy from you


An Ideal Landing Page…www.free-employer-advice.co.uk

-Many ‘calls to action’

-Include words which reflect what has been searched for -eg ‘employment law’

-Build trust eg customer testimonials

-appropriate images


For a copy of the slides….

Just email – [email protected]

01928 788100 07946 513521

Documents

Uktinw&yorks online marketing-nov2012