Ukti doncaster-nov2012

Your Export Strategy and the Internet

Jan Klin
jan@janklin.com
01928 788100
07946 513521
www.janklin.com

(c) Jan Klin & Associates 2012

SEO -Still the main method..


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

 Produce foreign language
web pages


Different languages on the same domain
www.pneumat-europe.com


Register with
Google Webmaster Central (GWC)


Geo-targeting from Google


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


International domain names
 Even if you don’t intent to use them it may make
sense to get them for brand protection reasons
– www.yourdomain.fr; www.yourdomain.de

 Get them from…..
– Use www.123-reg.co.uk or
www.101domain.com

 If you do park them and redirect them
– Use 301 redirect; don’t replicate content
(‘duplicate content’ issue)


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


Country specific top level domains


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

 Translate pages and website changes
– Which languages? – 6 for Mantracourt
– How many pages? – 1 page per language
– 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


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


Navigation by atlas or flags for
international visitors?


World languages by size


Website translation

 Use professional agencies
for translation
– ITA’s can help
– www.iti.org.uk

 When translating ensure:-
– Metadata is translated also
– Urls are translated
– Breadcrumbs translated

 Consider selective use of
auto-translation tools?
– Eg www.mantracourt.co.uk


Mistranslation Examples

 “Why go somewhere else to be cheated
when you can come here”

Mistranslation: Indian shop window



 “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


Mantracourt solution

 Professionally
produced main
language pages for
each country

 Auto translate on
other pages


Auto translation is not perfect!


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


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


http://gs.statcounter.com


Submitting to Yandex

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


 SEO– Maximising your position in the hitlist
 Click throughs dissipate as we move down the list

36% of internet
users perceive a
company in the
top search
engine rankings
to be a major
brand

Source: iProspect
search engine
branding survey


Strategy
and Process
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

https://adwords.google.co.uk/select/KeywordToolExternal


www.digitalpoint.com


What do you do if there’s no direct
translation?

 “City breaks” has no direct
equivalent in:
– French
– German
– Dutch
– Spanish
– Italian


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


www.aardvarksafaris.com


Strategy
and Process

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

Meta Tags – The Title tag


Different Pages Optimised for Different
Keyphrases


Meta Tags
Keyword and Description tags


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


Link Building Strategies or
Content 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


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

Consistent link building over 2 yrs quadruples
traffic


Europages – An Effective European
Business Directory


www.alibaba.com – worlds largest
B2B Directory


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/l
esson-7-link-building-1

 http://www.janklin.com/blog/l
esson-10-link-building-2


Social Media Marketing


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


Confused?

Social Media Marketing


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
No interest
 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…


Blogging – the ‘glue’ binding
Inbound Marketing


A passion for Dinosaurs…
http://blog.everythingdinosaur.co.uk/

 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


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


Social Networking sites Submit to
(eg Facebook) article sites

Syndicate content to
other blogs
PR sites
(eg PRweb.com)
Your Blog
-articles
-Press releases
-Lessons RSS to others
-reviews
Microblogging sites -guides
(eg Twitter) ……
Social Bookmarking sites
(eg delicious.com )

Video sites Email to contact
(eg YouTube) database

The Cloggs French Site


Cloggs ,Social Media and Brand
Development
Helps with search engines
 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


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

- Recency
- Edge Weight
- Affinity


My last visit to Facebook


Facebook France


Facebook Germany


Twitter France


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


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 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"


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…


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


 Student during exam
– Sir, these are the same questions as last
year

 Einstein’s response
– Yes, but this time the answers are
different


For a copy of the slides….

 Just email – jan@janklin.com

 01928 788100
 07946 513521


Ukti doncaster-nov2012

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