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International Search Marketing Update ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
Search Engine Market Share-International www.searchenginewatch.com www.searchenginecolossus.com http://www.searchenginelinks.co.uk/link-48.html   Google’s not the only show I town… Baidu – China Naver – Korea Yandex – Russia Are dominant in their respective  countries
SEO in Business to Business
SEO in Business to Consumer
The French Site
SEO success in High Tech Manufacturing
SEO success in High Tech Manufacturing
SEO in a High Tech Business
Search Marketing in Worldwide Shipping ,[object Object],[object Object],[object Object]
Social Search – eg Yahoo Answers ,[object Object],[object Object],[object Object],[object Object]
Social Search Takes Off “ What’s The Best Paint To Use For Living Room Interiors?” “ What’s the best credit card to get for airline points?” ; “What’s the car with the greatest fuel efficiency?”; “How can I cure my acid reflux?”  You can either ask the question, or pose an answer –  either way, you have the opportunity to interact with the millions who have joined the Answers community. Yahoo! Answers is the first step in this evolution of social search.  Visit http://answers.yahoo.com/ - type in a question, and you’ll be amazed at how quickly others on the network come to your aid.
Google – ‘Universal Search’ Content retrieved from : Google maps,  news, images,  You Tube, Blogs,  MySpace, video ,etc
Google ‘Universal Search’
Universal Search
Universal Search ,[object Object],[object Object]
Google Base –  top of google after 1 week!
www.plumbnation.co.uk ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
Google Local Business Centre ,[object Object],[object Object],[object Object],[object Object]
Look out for…. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Strategy  and Process
The Spidering Process
Are you in the  Google  index? Site:www.yourdomain.com ,[object Object],[object Object],[object Object],[object Object]
Check your spiderability – can the search engines spider your whole site? ,[object Object],[object Object]
http://www.se-spider.com /
 
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MAKE YOUR SITE “ SPIDERABLE ”
HTML Sitemap
Register with  Google Webmaster Central (GWC)
Getting the right domain  and hosting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
International traffic Issues ,[object Object],[object Object],[object Object]
Multi language/ Multi site issues ,[object Object],[object Object],[object Object]
Check where you are now www.marketleap.com ,[object Object],[object Object],[object Object],[object Object],[object Object]
www.marketleap.com   – search engine saturation
Generating ranking reports -IBP from www.axandra.com
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Strategy  and Process
Strategy and Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SEARCHER BEHAVIOUR Source:  Internal Yahoo! Data for UK, France, Spain, Germany, Italy ,[object Object],[object Object],[object Object],[object Object],Searches are becoming more sophisticated and specific: 2000 = 1.2 words  ; 2005 = 2.5 words ;  2008 = 3.3 words 57% of search queries involve  3+ words 2005  Search Queries by Number of Words
Keyphrase Selection ,[object Object],[object Object],[object Object],[object Object]
Developing the Initial List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Some web based tools to help ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
https:// adwords.google.co.uk/select/KeywordToolExternal
www.digitalpoint.com
Use Online Tools to help Generate  Effective Keyphrases   eg  www.wordtracker.com - Also for foreign language terms
KEIs and Wordtracker
Keyphrase Analysis ,[object Object],[object Object],[object Object],[object Object]
What do you do if there’s no direct translation? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
End Point –  A Prioritised Spreadsheet  of your Keyphrases
EndPoint – A prioritised list of your keyphrases
 
 
Sometimes it’s a problem…
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Strategy  and Process
Major Ranking Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Content is King ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Keyword Density  Issue for Visible Text ,[object Object],[object Object],[object Object],[object Object],[object Object]
www.asgservices.co.uk
Capturing content below the scroll
www.aadrvarksafaris.com
 
 
Even Busy Ecommerce sites!
In summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Strategy  and Process
Meta Tags – The Title tag
Meta Tags – The Title tag
Different Pages Optimised for  Different  Keyphrases
Eye Tracking Study ,[object Object],[object Object],[object Object],IMPORTANCE OF TITLES Source:  Marketing Sherpa Study, August 2005
Meta Tags  Keyword and Description tags
Optimising your Metadata-   Important that the tags show a theme between    each other and the visible content   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Major Ranking Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Strategy  and Process
Use  www.linkpopularity.com  to check your links Inbound Links
Where do links come from? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Strategy  and Process
Google Analytics – free and comprehensive
Website Localisation and SEO
Websites and Localisation –  Why bother with translation?
An example  www.noisekiller.co.uk ,[object Object],[object Object],[object Object]
Mistranslation Examples ,[object Object],Mistranslation: Hotel Rome
Mistranslation Examples ,[object Object],Mistranslation: Indian shop window
Mistranslation Examples ,[object Object],Mistranslation: Hotel cloakroom, Berlin
Mistranslation Examples ,[object Object],Mistranslation: Ad targeting the US
Mistranslation Examples ,[object Object],Mistranslation: Moscow hotel lobby
Some Sources - http://www.cilt.org.uk
www.manacad.com – foreign language ‘landing pages’ add metatags
Different languages on the same domain www.pneumat-europe.com
 
Register with  Google Webmaster Central (GWC)
Getting the right domain  and hosting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
International traffic Issues ,[object Object],[object Object],[object Object]
International Search Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How many use ‘pages from’? Approx 15% in the UK – dependent on sector
Search Engine Market Share-International www.searchenginewatch.com www.searchenginecolossus.com http://www.searchenginelinks.co.uk/link-48.html
Link Building Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Where do these links come from? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
External links – anchor text
Europages – An Effective European Business Directory
Isedb.com
Use  www.linkpopularity.com  to  check links
Yahoo Site Explorer
Page Rank Running the cursor over this area will indicate the Page Rank In this case - 9
www.cloggs.co.uk ,[object Object],[object Object],[object Object],[object Object]
Anchor Text  Example ,[object Object]
Where do these links come from? Blogs
Where do these links come from? PR (‘Public Relations ’) Sites ,[object Object],[object Object],[object Object],[object Object],[object Object]
Where do these links come from? Forums
Essentials for new sites…. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
New site or not? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Search traffic captured by mature .com site and redirected (302 redirect) to relevant international site
Search Engine Friendly Redirection – 302’s ,[object Object],[object Object],[object Object]
Redesigning an existing website - Preserving Page Rank ,[object Object],[object Object],[object Object],[object Object],[object Object]
Search Engine friendly  Redirection -301’s  ,[object Object],[object Object],[object Object],[object Object]
[object Object]
What is Web 2.0? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Alexa.com –  top sites worldwide
See the top visited sites around  the world – 120 countries – top 100 sites
A typical web 2.0 scenario… ,[object Object],[object Object],[object Object],[object Object],[object Object]
A typical web 2.0 scenario… ,[object Object],[object Object]
[object Object],[object Object],A typical web 2.0 scenario…
Use ‘AddThis’ to allow people to bookmark your pages
www.del.icio.us.com ,[object Object],[object Object],[object Object],[object Object]
www.digg.com ,[object Object],[object Object],[object Object]
Using social bookmarking sites for  traffic and ‘link juice’ ,[object Object],[object Object],[object Object],[object Object]
Winetravelguides.com – website, blog, facebook, twitter…
www.winetravelguides.com ,[object Object],[object Object],[object Object],[object Object]
Twitter Success ,[object Object],[object Object],[object Object],[object Object]
Facebook Success ,[object Object],[object Object],[object Object],[object Object],[object Object]
Your Facebook entry in Search Results ,[object Object]
Web 2.0 and Online Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why is Web 2.0 important? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
For online success…. 4 Golden Rules… ,[object Object],[object Object]
[object Object],[object Object]
For online success…. 4 Golden Rules… ,[object Object],[object Object],[object Object]
Effective landing page
A sales focused website
For online success…. 4 Golden Rules… ,[object Object],[object Object],[object Object],[object Object]
Building your Opt-in List   ,[object Object],[object Object],[object Object],[object Object],[object Object]
For online success…. 4 Golden Rules… ,[object Object],[object Object],[object Object],[object Object]
For a copy of the slides…. ,[object Object],[object Object],[object Object]
Free ‘Webinar’ ,[object Object],[object Object],[object Object]
Jan’s ‘Webinar’

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Seo Mar09 Intnl

Notes de l'éditeur

  1. Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings
  2. And even if a user doesn’t use Yahoo! Answers, chances are a question they pose in traditional search has already been asked in Yahoo! Answers, and those answers will show up in the algorithmic search results of most search engines. So by posting a question or an answer, you’re not simply interacting with those who use Yahoo! Answers, you’re potentially interacting with anyone who asks that question on the web! While you don’t need to provide expertise to everyone, you can provide it to those looking for it. Join the Answer’s community. _______________________________ Yahoo! Answers is our flagship product centred around the concept of knowledge search, and its had a lot of success. The way that it works is simple. Consumers can come in and type a question. So we don’t behave like today's web search product does; we address information that maybe directly be pertinent to the question that you might have. Existing search is great at finding content that relates to the query that you’ve made, but it doesn’t necessarily get to the context of the question you have. And knowledge search is a great way to tap into a community of users and the knowledge that they might have on a particular subject. So for instance, what’s the best credit card to get for airline points, or what should I expect if I go hiking in Poland?
  3. Search Submit Pro is a unique solution, designed to compliment your Sponsored Search and SEO programs. SSP allows you to manage search in a holistic way and to deliver the right message to the right consumer at the right time. To provide some context around why marketers value the SSP program, I want to start by talking a bit about the search landscape and searcher behavior. Today there are 155 million unique searchers in the U.S. and the population of searchers is growing 28% YOY. As this search activity continues to grow, these searches are also becoming more complex. In 1998 an avg query was made of 1 ½ words. Today, 57% of all queries are made up of three or more words. The explosion of search and searcher sophistication really highlights the need for having the right tools in your arsenal to target the right consumers.
  4. Your copy writing in paid search is very important.
  5. Links on other sites will lead visitors to you, hence in its own right it is an important aspect of online marketing leading potential customers directly to your site. Obviously the more links the more different ways leading to your site. Over and above this it is an important part of search marketing, since the more links you have the more important you are in the eyes of the search engines and the higher up in the rankings you will appear ( we’ll qualify this in more detail as we move through)
  6. There are many different ways to develop external links. The important point is to have a plan which we can use to develop our ongoing approach to link building. As we move through, particularly the practical exercises later, you will begin to put your own plans for successful link development in place.
  7. In the example here a keyphrase on the site is ‘technical translation’ so ideally the incoming link should include ‘technical translation’ in the hyperlink text. This is optimal for SEO and where we have control (for example when sending details to a reciprocal linking partner) we should ensure this is the case. Of course we do not always have this control – many directories dictate the form of the link.
  8. A good example of a directory for European Businesses – 500,000 businesses in 27 languages.
  9. Isedb.com is a directory of directories. You’ll get to study this is in practical exercises
  10. In the practical exercise you will download the Google toolbar which will allow you to determine the Page Rank of every site you visit. You will also check your own. This indicator (shown above) is just that, an indicator. Increasingly people are reporting that its accuracy is suspect and that Google may be intentionally giving out inaccurate PRs so its more difficult for people to fathom its algorithm. However it remains an important indicator for most sites but care must be taken not to consider it as absolutely accurate.
  11. Blogger – now owned by Google was the original, and still one of the largest, Blog sites where you can easily set up your own blog.
  12. There are many PR directories which you will search for in the practical session. A great way to submit you news stories and at the same time drop your website link (on high Page Rank sites)
  13. Forums are another way we can drop our links around. They are quite formal so observing etiquette and being not too commercially motivated is the key. Google Groups is a main directory of newsgroups you could participate in
  14. Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings