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Course delivery Feb 2011 UKTI NW Manchester
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(c) Jan Klin & Associates 2010
International Search Marketing for Export Success
Jan KlinJan Klin & Associates01928 78810007946 [email protected]
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
Submitting to Yandex
http://webmaster.yandex.ru/addurl.xml
(c) Jan Klin & Associates 2010
SEO in Business to Business
(c) Jan Klin & Associates 2010
SEO in Business to Consumer
(c) Jan Klin & Associates 2010
The French Site
(c) Jan Klin & Associates 2010
SEO success in High Tech Manufacturing
SEO in High Tech
(c) Jan Klin & Associates 2010
SEO success in High Tech
(c) Jan Klin & Associates 2010
Google – ‘Universal Search’ and DAO (Digital Assets Optimisation)
Content retrieved from:Google maps, news, images, You Tube, Blogs, Facebok, Twitter, LinkedInMySpace, video ,etc
(c) Jan Klin & Associates 2010
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 2010
Google Base – shopping results
Google Base – Shopping Results
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
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 2010
The Spidering Process
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
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 2010
http://www.se-spider.com/
(c) Jan Klin & Associates 2010
HTML Sitemap
(c) Jan Klin & Associates 2010
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 2010
Register with Google Webmaster Central (GWC)
(c) Jan Klin & Associates 2010
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 2010
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 2010
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 2010
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 2010
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 2010
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 ; 2010 = 3.3 words
2010 Search Queries by Number of Words
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
https://adwords.google.co.uk/select/KeywordToolExternal
(c) Jan Klin & Associates 2010
www.digitalpoint.com
(c) Jan Klin & Associates 2010
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 2010
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
(c) Jan Klin & Associates 2010
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 2010
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
Sometimes it’s a problem…
(c) Jan Klin & Associates 2010
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 2010
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…
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
www.asgservices.co.uk
(c) Jan Klin & Associates 2010
Capturing content below the scroll
(c) Jan Klin & Associates 2010
www.aadrvarksafaris.com
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
Even Busy Ecommerce sites!
(c) Jan Klin & Associates 2010
More copywriting examples….
Iobuild Dean International
(c) Jan Klin & Associates 2010
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 2010
Internal Links
(c) Jan Klin & Associates 2010
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 2010
Meta Tags – The Title tag
(c) Jan Klin & Associates 2010
Meta Tags – The Title tag
(c) Jan Klin & Associates 2010
Different Pages Optimised for Different Keyphrases
(c) Jan Klin & Associates 2010
Meta Tags Keyword and Description tags
(c) Jan Klin & Associates 2010
www.asgservices.co.uk – H1 tag
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
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 2010
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 2010
Use www.linkpopularity.com to check your links
Inbound Links
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
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 2010
Google Analytics – free and comprehensive
(c) Jan Klin & Associates 2010
Phone Call Tracking
Visitor level call tracking possible by generating unique numbers for every visitor
We can track..– PPC or SEO– Specific keyword typed– Visited direct or via a directory/link– Offline campaigns can be integrated
Benefits– Which keywords are driving
sales/enquiries and which are not– Which regions are most important– Phone calls can be listened to for
improvements
(c) Jan Klin & Associates 2010
International SEO
(c) Jan Klin & Associates 2010
Websites and Localisation – Why bother with translation? www.cilt.org.uk
(c) Jan Klin & Associates 2010
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 2010
Mistranslation Examples
“Please dial 7 to retrieve your auto from the garbage”
Mistranslation: Hotel Rome
(c) Jan Klin & Associates 2010
Mistranslation Examples
“Why go somewhere else to be cheated when you can come here”
Mistranslation: Indian shop window
(c) Jan Klin & Associates 2010
Mistranslation Examples
“Please hang yourself here”
Mistranslation: Hotel cloakroom, Berlin
(c) Jan Klin & Associates 2010
Mistranslation Examples
“Nothing sucks like an Electrolux”
Mistranslation: Ad targeting the US
(c) Jan Klin & Associates 2010
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 2010
Register with Google Webmaster Central (GWC)
(c) Jan Klin & Associates 2010
www.manacad.com – foreign language ‘landing pages’ add metatags
(c) Jan Klin & Associates 2010
Country specific top level domains
(c) Jan Klin & Associates 2010
Different languages on the same domainwww.pneumat-europe.com
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
Marketing Internationally and the WebLink Building Strategies
(c) Jan Klin & Associates 2010
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 2010
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
(c) Jan Klin & Associates 2010
External links – anchor text
(c) Jan Klin & Associates 2010
Europages – An Effective European Business Directory
(c) Jan Klin & Associates 2010
Use www.linkpopularity.com to check links
(c) Jan Klin & Associates 2010
Yahoo Site Explorer
(c) Jan Klin & Associates 2010
www.alibaba.com – worlds largest B2B Directory
(c) Jan Klin & Associates 2010
Page Rank
Running the cursor over this area will indicate the Page
Rank
In this case - 9
(c) Jan Klin & Associates 2010
Anchor Text Example
<a href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>
(c) Jan Klin & Associates 2010
Where do these links come from?PR (‘Public Relations’) Sites
PR Directories
Examples– PRWeb– PR World– Google News
(c) Jan Klin & Associates 2010
Ensure Press Releases get Anchor text based links back to website
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
Use ‘AddThis’ to allow people to bookmark your pages
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
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 2010
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
(c) Jan Klin & Associates 2010
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 2010
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 2010
Marketing Internationally and the Web
- Social media
(c) Jan Klin & Associates 2010
Alexa.com – top sites worldwide
(c) Jan Klin & Associates 2010
See the top visited sites around the world – 120 countries – top 100 sites
(c) Jan Klin & Associates 2010
Social Media Marketing
(c) Jan Klin & Associates 2010
Put your blog at the epicentre of your social media and web marketing
A typical blog….
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
Linking your digital assets
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
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 2010
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
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
www.winetravelguides.com
(c) Jan Klin & Associates 2010
Advertise directly
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
Set up a personal profile
(c) Jan Klin & Associates 2010
Find friends and associates
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
Increase your visibility
Start your own discussion group or community
Participate in other discussion groups or networks - (55,000 active networks)
Become a ‘fan’
(c) Jan Klin & Associates 2010
Winetravelguides.com – website, blog, facebook, twitter…
(c) Jan Klin & Associates 2010
www.winetravelguides.com Active on LinkedIn Early adopter of Twitter Blogs extensively Facebook, Myspace exposure
Facebook – 1054 fans– Advertises daily (£5/day)– Posts weekly– 55% of leads/sales via Facebook– One ‘big win’
(c) Jan Klin & Associates 2010
Twitter - Microblogging
Twitter and promotion
Twitter and real time search
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
What not to do….
(c) Jan Klin & Associates 2010
Twitter and realtime search
(c) Jan Klin & Associates 2010
Target something topical as a search tactic
(c) Jan Klin & Associates 2010
Twitter for Business Leads
Searches for tweets relating to play equipment
Responds to situations requiring product supply to generate business opportunities
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
TweetDeck – integrate Twitter, FaceBook, LinkedIn etc within one simple to use interface
(c) Jan Klin & Associates 2010
Twellow.com
Twitter Directory
See what people are tweeting about in your sector
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
Optimise your clips…
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
Google Universal Search
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
Instant Google – just add words
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
Marketing Internationally and the Web– Pay per Click Advertising –Module 6
(c) Jan Klin & Associates 2010
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 2010
– 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
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
(c) Jan Klin & Associates 2010
Ever seen this?
(c) Jan Klin & Associates 2010
Google Adwords
(c) Jan Klin & Associates 2010
Yahoo PPC
(c) Jan Klin & Associates 2010
Microsoft PPC
(c) Jan Klin & Associates 2010
What determines your ads position?
Bid price
Advert effectiveness
Landing page quality
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
Tap into overseas markets
(c) Jan Klin & Associates 2010
Capture The Long Tail
Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
Segment and target
Best Practice: Match the Terms (and Pages) to Customers’ IntentsBest Practice: Match the Terms (and Pages) to Customers’ Intents
Cu
sto
mer N
eed
Keyw
or
d
Attrib
ut
es
Exam
ple
s
“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
(c) Jan Klin & Associates 2010
www.royaldubai.co.uk – PPC then SEO
(c) Jan Klin & Associates 2010
Measure your performance
(c) Jan Klin & Associates 2010
www.spyfu.com
(c) Jan Klin & Associates 2010
adwords.google.co.uk/ - try the tutorial
(c) Jan Klin & Associates 2010
Search TermResearch &
Targeting
Drives Quantities
of Leads
Title & Description
Targeting
Drives Quality of
Leads
Landing Page Targeting
Drives Conversions
How pay-per-click works
(c) Jan Klin & Associates 2010
https://adwords.google.co.uk/select/KeywordToolExternal
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
Keyword selectionStage 1 Stage 2 Stage 3 Stage 4 Stage 5
co
nsu
mers
tho
ug
hts
erStage 1 Stage 2 Stage 3 Stage 4 Stage 5
buy
co
nsu
mers
tho
ug
hts
er
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
(c) Jan Klin & Associates 2010
•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
(c) Jan Klin & Associates 2010
•The ad links directly to the relevant landing page
Do’s and Dont’s
(c) Jan Klin & Associates 2010
•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
(c) Jan Klin & Associates 2010
An Ideal Landing Page…www.free-employer-advice.co.uk
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
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
(c) Jan Klin & Associates 2010
For a copy of the slides….
Just email – [email protected]
01928 788100 07946 513521