Competitive Strategies in International Search Placement

Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie

INTERNATIONALSEARCH MARKETING

JOHN COBURNTel.: 01-

2360076Limerick 22nd March

COMPETITIVE STRATEGIES IN

10 COMPETITIVE STRATEGIES IN

(Otherwise known as )

DIGITAL

SEO STRATEGYIf you are far from the enemy, make him believe you are nearSun Tzu

SEO LONG-TAILW

UNIQUE KEY-PHRASES

edSource: Covario / NetConcepts

Non-Brand-related1 : 40

Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ieSource: Covario / NetConcepts

DISCRETE TARGETING METHODS

SHORT TAIL LONG TAIL

(& therefore simultaneous!)

GEO-TARGETEDLink Topology

Neighbourhood

Inbound Link Topology

.co.uk or generic: registered and hosted in UK

LIKE THIS!

Neighbourhood

NOTE: Not workable with a .ie domain

.co.uk or generic: registered Ireland and geo-located to UK

. . . OR THIS!

Neighbourhood

(STILL AT HOME)

With replication, carry-over of links is often overlooked

NOT THIS!

Neighbourhood

What many Irish Companies are doing:

NOTE: Can still compete for unique brands, geo-locator based terms and unique search phrases

. . . AND DEFINATELY NOT THIS!

SEPARATE WEBSITE PER TARGET GOEGRAPHY(or geo-located sub-domain)

3. . .AND LOGICALLY THEREFORE . . .

ADWORDS “QUALITY SCORE”THE NEW PPC LONG-TAIL4

THE “OLD” PPC LONGTAILBEHIND THE TIMES?

“NEW” PPC LONGTAIL“RELEVANCE”: A MORE USEFUL MODEL

RELEVANCE HIGHLOW

€ Low Quality ScorePoor Alignment / High Competition

Medium Quality ScoreLow CTR / (often) Low Competition

High Quality ScoreHigh CTR / Good Alignment

GOOGLE’S KEYWORD QUALITY SCOREDETERMINES HOW MUCH YOU PAY PER CLICK + WHERE YOU ARE RANKED

QUALITY SCORE SCALE

1 - 10

CTRRELEVENCE /

ALIGNMENT

LANDING PAGE

OTHERGOOGLE’S KEYWORD

QUALITY SCORE

Source: Google

HIGH VOLUME OF ORIGINAL CONTENT(written as you wish it to be read, then revisited for optimisation)

CAPTURE SALES LEADSWITH COMPELLINGVALUE PROPOSITIONS(on every “CATEGORY” page of your website)

MOST PREVALENT, BASIC

BINARY SALES PROPOSITION

HELLO CONVERT

INFORMATION-DRIVEN/ FACILITATION

RELATIONSHIP MANAGE

NEWSLETTERVISITOR

(One “all or nothing” value proposition)

Typical “campaign level” conversion rate = ?2%

CONVERT GROWLEAD CAPTUREHELLO

Not “Subscribe” | “Add to Newsletter” | “Enquiry Form”(What to do with % of other 98%)

SLIGHTLY MODIFIED (BUT STILL SIMPLE)

NON-BINARY SALES PROCESS

.ie - 20

13 ways solid fuel heating can save money on your energy costs

GUIDE TO CUTTING YOUR ENERGY BILLS BY 25%

Scope for 20+ different, compelling value propositions on separate Landing Pages, targeting

separate buyer priorities at different stages in the purchase

process or by user type

CASE STUDYOriginal

CASE STUDYConcept

• READ ON SCAN• RELEVANT RIGHT NOW

• EASY TO REQUEST• INSTANT GRATIFICATION

• TO THE POINT• HIGHLY VISIBLE

SPECIAL AIRLINE INDUSTRY REPORT:

Carbon Footprint Reduction Planning in the Airline Industry

CASE STUDYPosition Above Fold

Special Report: Carbon Footprint Reduction Planning in the Airline Industry

CASE STUDYPosition Above Fold

Alternate

.ie - 23

What’s the Capture Value

Proposition?

CASE STUDYOriginal

.ie - 24

CASE STUDYConcept 1

Keeping it Simple

Keep it simple – get more detailed information later in the process

.ie - 25

CASE STUDYConcept 2

Keep Free Trial as is

Ireland’s leading supplier of easy to use bookkeeping software for small and medium businesses

21 things you need to know about the new tax changes for 2012

Add a compelling, campaign-support

page-level value proposition for lead

capture without need for a trial (prospect

may not be ready or have time to trial – yet.

CASE STUDY1. Engage2. Capture

AFFORDABLE ERP:21 ways to reduce the cost of running your enterprise using SaaS processes.name:email: DOWNLOAD

CAPTURE WITHOUT COMMITTING TO TRIAL

Video DemoPLAY

ENGAGE

CASE STUDY1. Engage2. Capture

.ie - 28

Get our exclusive free guide to leveraging the power of your brand

CASE STUDYConcept

Online Shop

MAP YOUR ONLINE SALES PROCESS(point of 1st contact to point of conversion. Lifecycle management)

MAPPING THE

ONLINE SALES PROCESS

FOCUS ON “CONVERSION”With Value Proposition Alignment8

CONVERSION TIPPING POINT

NO SALE SALEVISITOR QUALITY

POOR QUALITY/ IRRELEVANT

HIGH QUALITY/ DIRECTLY RELEVANT

98% 2%

A “Quality Visitor” is not just the person who is ready to buy now.

NOT READY TO BUY YET(BUT WILL BUY IN TIME)

OPENING THE DOOR

LEAVE CONVERT98% 2%Determined by traffic quality

EXCHANGEANONYMOUS IDENTIFIED

On the basis of aCOMPELLINGValue Proposition

Let’s say

30%May never convert

30%Convert over time

=x15conversion improvement

WHO ARE THEY? (I)

PRODUCTION

ENGINEERING

EXECUTIVE

FINANCE

END USERB2B

ANY INFLUENCER TYPE% SALES PROSPECTS IN RESEARCH MODE (NOT YET READY / WILLING / ABLE TO BUY)

RELATED BUT DIFFERENT NEEDS

DAUGHTERFATHER

SISTER

BROTHER

MOTHER

HUSBANDWIFE

PLAYERSUPPORTERetc...

B2C[ ]

WHO ARE THEY? (II)ANY INFLUENCER TYPE + ...

ANY STAGE IN PURCHASE PROCESS

DECISION

ASSESSMENT

BUSINESS CASE

AWARENESS

DISCOVERY

HOW BIG IS THIS SEGMENT?

A FUNCTION OF:

HOW TRAFFIC WAS GENERATED: Targeted eMail V Bulk, untargeted Key-phrase targeted SEO V unqualified traffic Managed Social engagement V Viral ‘novelty’ Targeted Advertising V General Advertising

LEVERAGE THE NEW GOOGLE ANALYTICSEvent tracking

ONLINE SALES PROCESS

ANALYTICS

VISITOR TRAFFIC(Quality & Source)

SPLIT TESTING METRICS

ACCESS TO CONTENT

CAPTURE RATIOEG. (VIEWS:REGISTRATIONS)

LANDING PAGE VIEWS

DOWNLOADS

“EVENTS”

FRONT-END CONVERSION RATIO

CAPTURES:CONVERSIONS

ACCESS TO LEVEL 2 (development) CONTENT

(email-triggered)

ENGAGEMENT

LINKING BACK-END TO FRONT-END

SALES FUNNEL

BACK-END CONVERSION RATIO

FRONT-END:BACK-END

IS WEBSITE PURPOSE IS CLEARLY DEFINED?MEASURE PURPOSE ACCOMPLISHMENT

JOHN COBURNTel.: 01-2360076

Email: jcoburn@praxisnow.ie

Limerick 22nd March 2012

COMPETITIVE STRATEGIES IN

Competitive Strategies in International Search Placement

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