1. (c) Jan Klin & Associates 2010
International On-Line Marketing for
Export Success
Jan Klin & Associates
01928 788100
jan@janklin.com
2. (c) Jan Klin & Associates 2010
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
3. (c) Jan Klin & Associates 2010
SEO– Maximising your position in the hitlist
Click throughs dissipate as we move down the list
36% of internet36% of internet
users perceive ausers perceive a
company in thecompany in the
top searchtop search
engine rankingsengine rankings
to be a majorto be a major
brandbrand
Source: iProspectSource: iProspect
search enginesearch engine
branding surveybranding survey
4. (c) Jan Klin & Associates 2010
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
Don’t forget Bing!
5. (c) Jan Klin & Associates 2010
SEO in Business to Business
6. (c) Jan Klin & Associates 2010
SEO in Business to Consumer
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SEO success in High Tech
Manufacturing
SEO in High Tech
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SEO success in High Tech
10. (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, LinkedIn
MySpace, video ,etc
11. (c) Jan Klin & Associates 2010
Google ‘Universal Search’
13. (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/
14. (c) Jan Klin & Associates 2010
Google Base – shopping results
Google Base – Shopping Results
16. (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
17. (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
18. (c) Jan Klin & Associates 2010
The Spidering Process
19. (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
20. (c) Jan Klin & Associates 2010
Check your spiderability – can the search
engines spider your whole site?
http://tools.seobook.com/g
eneral/spider-
test/index.php
http://www.se-spider.com/
21. (c) Jan Klin & Associates 2010
http://www.se-spider.com/
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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 at
http://www.ranks.nl/cgi-
bin/ranksnl/tools/checklin
k.pl
MAKE YOUR SITE “SPIDERABLE”
25. (c) Jan Klin & Associates 2010
Register with
Google Webmaster Central (GWC)
Don’t forget Bing Webmaster Tools!
26. (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…….
27. (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
28. (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)
29. (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
30. (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’
31. (c) Jan Klin & Associates 2010Source: 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 2
words
3
words
4
words
5
words
6
words
57%
of search queries
involve 3+ words
Searches are becoming more
sophisticated and specific:
2000 = 1.2 words ; 2005 = 2.5 words ; 2010 = 3.3 words
2010 Search Queries by Number of Words
32. (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
33. (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
34. (c) Jan Klin & Associates 2010
Some web based tools to help
Yahoo Search Marketing - Keyword Assistant
– http://searchmarketing.yahoo.co.uk/en_GB/
Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
Wordtracker
– www.wordtracker.com
Keyword Discovery
– Tracks seasonality
Digitalpoint
– www.digitalpoint.com
35. (c) Jan Klin & Associates 2010
https://adwords.google.co.uk/select/KeywordToolExternal
36. (c) Jan Klin & Associates 2010
www.digitalpoint.com
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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
38. (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
39. (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
40. (c) Jan Klin & Associates 2010
EndPoint – A prioritised list of your
keyphrases
43. (c) Jan Klin & Associates 2010
Sometimes it’s a problem…
44. (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
45. (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, update frequency
46. (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
47. (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
48. (c) Jan Klin & Associates 2010
www.asgservices.co.uk
49. (c) Jan Klin & Associates 2010
Capturing content below the scroll
50. (c) Jan Klin & Associates 2010
www.aadrvarksafaris.com
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Even Busy Ecommerce sites!
54. (c) Jan Klin & Associates 2010
More copywriting examples….
Iobuild
Dean International
55. (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
57. (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
58. (c) Jan Klin & Associates 2010
Meta Tags – The Title tag
59. (c) Jan Klin & Associates 2010
Meta Tags – The Title tag
60. (c) Jan Klin & Associates 2010
Different Pages Optimised for Different
Keyphrases
61. (c) Jan Klin & Associates 2010
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
62. (c) Jan Klin & Associates 2010
Meta Tags
Keyword and Description tags
63. (c) Jan Klin & Associates 2010
www.asgservices.co.uk – H1 tag
64. (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
65. (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
66. (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
67. (c) Jan Klin & Associates 2010
Use www.linkpopularity.com to check your links
Inbound Links
68. (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
Free lessons at www.janklin.com
69. (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
70. (c) Jan Klin & Associates 2010
Google Analytics – free and
comprehensive
71. (c) Jan Klin & Associates 2010
Website Localisation and SEO
72. (c) Jan Klin & Associates 2010
Websites and Localisation –
Why bother with translation? www.cilt.org.uk
73. (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
74. (c) Jan Klin & Associates 2010
Mistranslation Examples
“Please dial 7 to retrieve your auto
from the garbage”
Mistranslation: Hotel Rome
75. (c) Jan Klin & Associates 2010
Mistranslation Examples
“Why go somewhere else to be cheated
when you can come here”
Mistranslation: Indian shop window
76. (c) Jan Klin & Associates 2010
Mistranslation Examples
“Please hang yourself here”
Mistranslation: Hotel cloakroom, Berlin
77. (c) Jan Klin & Associates 2010
Mistranslation Examples
“Nothing sucks like an Electrolux”
Mistranslation: Ad targeting the US
78. (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
79. (c) Jan Klin & Associates 2010
www.manacad.com – foreign language
‘landing pages’ add metatags
80. (c) Jan Klin & Associates 2010
Country specific top level domains
81. (c) Jan Klin & Associates 2010
Different languages on the same domain
www.pneumat-europe.com
83. (c) Jan Klin & Associates 2010
Register with
Google Webmaster Central (GWC)
84. (c) Jan Klin & Associates 2010
Marketing Internationally and the
Web
Link Building Strategies and Social Media
Marketing
85. (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
86. (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
87. (c) Jan Klin & Associates 2010
External links – anchor text
88. (c) Jan Klin & Associates 2010
Europages – An Effective European
Business Directory
89. (c) Jan Klin & Associates 2010
Use www.linkpopularity.com to
check links
90. (c) Jan Klin & Associates 2010
Yahoo Site Explorer
91. (c) Jan Klin & Associates 2010
www.alibaba.com – worlds largest
B2B Directory
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Page Rank
Running the cursor
over this area will
indicate the Page
Rank
In this case - 9
93. (c) Jan Klin & Associates 2010
www.cloggs.co.uk
Always in the
top 3 in google
for top 20
keyphrases
Optimised
metadata and
visible data
Built backlinks
– Focused on the
‘structure’ of the
link
94. (c) Jan Klin & Associates 2010
Anchor Text
Example
<a href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>
95. (c) Jan Klin & Associates 2010
Where do these links come from?
Blogs
96. (c) Jan Klin & Associates 2010
Where do these links come from?
PR (‘Public Relations’) Sites
PR Directories
Examples
– PRWeb
– PR World
– Google News
97. (c) Jan Klin & Associates 2010
Use ‘AddThis’ to allow people to bookmark
your pages
99. (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
100. (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
101. (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
102. (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
103. (c) Jan Klin & Associates 2010
Marketing Internationally and
the Web
- Social Media Marketing
104. (c) Jan Klin & Associates 2010
Alexa.com – top sites worldwide
105. (c) Jan Klin & Associates 2010
See the top visited sites around
the world – 120 countries – top 100 sites
106. (c) Jan Klin & Associates 2010
Social Media Marketing
107. (c) Jan Klin & Associates 2010
Put your blog at the epicentre of your
social media and web marketing
A typical blog….
108. (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
109. (c) Jan Klin & Associates 2010
Linking your
digital assets
110. (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
111. (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
112. (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.
113. (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
115. (c) Jan Klin & Associates 2010
www.winetravelguides.com
116. (c) Jan Klin & Associates 2010
Develop your visibility
Create an engaging page
– Events, videos, discussions, photos, blog
articles
Get found by search
– based on content and number of ‘fans’
Build your fan base
– Email your contact database
– Link in your email signature
– Link to your website or blog
117. (c) Jan Klin & Associates 2010
Advertise directly
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Advertise Directly
Target by gender,age, location,
keywords, likes…(fastest growing segment:
female age 45-55)
Use ‘pay per click’ or ‘pay per view’
– Low click through rates so PPC best
Use Google Adwords content targeting
119. (c) Jan Klin & Associates 2010
Set up a personal profile
120. (c) Jan Klin & Associates 2010
Find friends and associates
121. (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 that
there 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
122. (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’
124. (c) Jan Klin & Associates 2010
www.winetravelguides.com
Active on LinkedIn
Early adopter of
Twitter
Blogs extensively
Facebook, Myspace
exposure
Facebook
– 1256 fans
– Advertises daily
(£5/day)
– Posts weekly
– 75% of leads/sales via
Facebook
– One ‘big win’
125. (c) Jan Klin & Associates 2010
Twitter - Microblogging
Twitter and
promotion
Twitter and real
time search
126. (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
127. (c) Jan Klin & Associates 2010
What not to do….
128. (c) Jan Klin & Associates 2010
Twitter and realtime search
129. (c) Jan Klin & Associates 2010
Target something topical as a
search tactic
130. (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
131. (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
132. (c) Jan Klin & Associates 2010
TweetDeck – integrate Twitter, FaceBook,
LinkedIn etc within one simple to use interface
133. (c) Jan Klin & Associates 2010
Twellow.com
Twitter
Directory
See what
people are
tweeting
about in your
sector
134. (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
135. (c) Jan Klin & Associates 2010
Top Video sites
You could use Tubemogul to submit to all major video hosting platforms
137. (c) Jan Klin & Associates 2010
Optimise your clips…
138. (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
139. (c) Jan Klin & Associates 2010
Google Universal Search
140. (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
141. (c) Jan Klin & Associates 2010
Instant Google – just add words
145. (c) Jan Klin & Associates 2010
Marketing Internationally and the
Web
– Pay per Click Advertising
146. (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
147. (c) Jan Klin & Associates 2010
– Search Marketing – Maximising your position in the hitlist
– Click throughs dissipate as we move down the list
33% of internet33% of internet
users perceive ausers perceive a
company in thecompany in the
top searchtop search
engine rankingsengine rankings
to be a majorto be a major
brandbrand
Source: iProspectSource: iProspect
search enginesearch engine
branding surveybranding survey
148. (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
154. (c) Jan Klin & Associates 2010
What determines your ads position?
Bid price
Advert effectiveness
Landing page quality
155. (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
156. (c) Jan Klin & Associates 2010
Tap into overseas markets
157. (c) Jan Klin & Associates 2010
Capture The Long Tail
Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
158. (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
Customer
Need
Keyword
Attributes
Examples
“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
159. (c) Jan Klin & Associates 2010
www.royaldubai.co.uk – PPC then SEO
160. (c) Jan Klin & Associates 2010
Measure your performance
162. (c) Jan Klin & Associates 2010
Search Term
Research &
Targeting
Drives
Quantities
of Leads
Title &
Description
Targeting
Drives
Quality of
Leads
Landing Page
Targeting
Drives
Conversions
How pay-per-click works
163. (c) Jan Klin & Associates 2010
https://adwords.google.co.uk/select/KeywordToolExternal
164. (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
165. (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
166. (c) Jan Klin & Associates 2010
Keyword selection
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
progress through the buying process >>>
consumersthoughtser
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
b
u
y
progress through the buying process >>>
consumersthoughtser
firming
up initial
idea
deciding
on a
maker
looking
for best
price
thinking
about
it
deciding
on a
model
firming
up initial
idea
deciding
on a
maker
looking
for best
price
thinking
about
it
deciding
on a
model
firming
up initial
idea
deciding
on a
maker
looking
for best
price
thinking
about
it
deciding
on a
model
firming
up initial
idea
deciding
on a
maker
looking
for best
price
thinking
about
it
deciding
on a
model
firming
up initial
idea
deciding
on a
maker
looking
for best
price
thinking
about
it
deciding
on 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
167. (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
168. (c) Jan Klin & Associates 2010
•The ad links directly to the
relevant landing page
Do’s and Dont’s
169. (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
170. (c) Jan Klin & Associates 2010
Best click-through rates for Figleaves
Bidding on 250 search terms to start with, Figleaves wanted to
attract as many customers as possible – including those who knew
specifically what they wanted (ie. searching for ‘Wonderbra’) and
those who were less certain (ie. ‘lingerie’).
Figleaves now bids on over 6,000 search terms and is an integral part
of the marketing strategy, running 365 days a year.
“Overture provides new customers with higher conversion rates and
better click-through rates than any other medium.”
Claire White, Marketing Services Manager, Figleaves
“Overture provides new customers with higher conversion rates and
better click-through rates than any other medium.”
Claire White, Marketing Services Manager, Figleaves
Customer acquisition and retention have always been the
main objectives of Figleaves’ website. The company decided
to start using Overture to drive pre-qualified leads and new
prospects to its site.
Potential customers are now targeted at the moment they
are actively searching for lingerie online.
171. (c) Jan Klin & Associates 2010
For a copy of the slides….
Just email – jan@janklin.com
01928 788100
07946 513521
Notes de l'éditeur
Subject lines are the first part of the process. What they see in their inbox, needs to entice them to open the email and read on. It’s worth remembering that not everyone uses outlook, some people are on web mail, so the subject line may be the only thing they can see.
RETURN Subject lines are crucial - make that first impression count
Esp. with rented lists, as they won’t be expecting your email. But with any email, the subject line is your opening gambit. Make it work for you.
The ultimate goal is, to make them open the email…
Let’s talk about spam for a moment - Capital letters, over punctuation, lines that look like replies to messages you sent or personal queries all look like spam mail and should be avoided. Even the word ‘free’ can have spam connotations these days. So keep it simple and descriptive.
Give a flavour of the contents of the email - be effective and to the point
An effective subject line puts the necessary information into the subject so that your readers can tell on the spot what to expect when they open the email. And make them open it.
RETURN And for owned lists, use your company name as a reminder that they opted in to receive it.
RETURN - this example covers all bases - it describes the contents, gives a company name and has an additional incentive...
&lt;number&gt;
Go to ‘resources’
Then ‘DMA codes of practice’
Download email guidelines
Click on ‘best practice guidelines’
Then ‘use of data in direct marketing’ download
See code of practice at asa.org.uk
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
&lt;number&gt;
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.
The number of monthly searches is obviously an important factor – generally a phrase with high search volume is better to capture than one for which there are not many searches. This is not always the case though if there is high business relevance associated with a particular phrase we may still want to sue it
Because we cant necessarily capture all the phrases we want (we may not have appropriate web pages in our site) some prioritisation is necessary. So, for example, it might be considered more important to give ‘ heat treatment services’ a higher priority than ‘carburising services’ when we do the optimisation. We could always come back to the secondary phrase later. More about this when we discuss implementation in the next module.
Sometimes its difficult to understand a searchers intent when he types in a phrase. For example one word phrases - for example, ‘atmosphere’, ‘oxidising’ and so on – are typically not good phrases to include. This is not always the case as clearly words like ‘carburising’, ‘nitriding’ and so on do have relevance even though they are only single words.
Sometimes phrases can have different or multiple meanings – for example if someone searches for ‘cold treatment’ is he searching for our services or a cure for his medical condition.?
In these case we should rule out the phrase or think how we could make it more specific by changing it
Competition is another factor which is sometimes considered
&lt;number&gt;
Your copy writing in paid search is very important.
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)
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.
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.
A good example of a directory for European Businesses – 500,000 businesses in 27 languages.
Isedb.com is a directory of directories.
You’ll get to study this is in practical exercises
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.
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.
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)
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
This particular slide breaks down from the previous slide the exact constituent elements of online display and classified adverting.
Figleaves uses specific and general search terms to drive qualified and less qualified users to its web site. For example individuals typing in “Wonderbra”, and those with a more general enquiry such as “lingerie”. From initially using 250 search terms, Figleaves now uses 6,000 search terms to produce both types of response, and all types of buyer.
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