| John Caldwell | CreatorSEO Enterprise Ireland - eMarketing Event - Kilkenny - March 2015

1. Data Analytics and SEO
to grow your
International Business
Enterprise Ireland eMarketing Event
Using the Internet to Compete in International Markets John Caldwell
john@creatorseo.com
061 513267/ 01 5313061
086 2410295

2. Introduction
• Data Analytics
• SEO
• Direct Marketing Direct Sales

3. • SEO
• PPC
• Social Media
• Videos
• Website ……
Internet marketing

4. It All Starts With Strategy
SEO is a set of processes that can be used to optimise the natural ranking of a
website or web page in order to achieve a defined Search / Marketing Strategy
The strategy can include:
• Targeting a particular market
• Which country or countries
• Focussing on a region
• Emphasising particular products
• Etc…
Reach Act Convert Engage
Digital strategy:
Customer
analysis
Competitor
benchmarking
On-line partner
analysis
SWOT
Marker-place analysis:
Vision and
mission
Goal setting Analytics
Managing digital
marketing
Goals and KPI’s:
Segmentation and
targeting
Brand position and
value proposition
Engagement and
content strategy
Integrated
communication
strategy
Strategy:

5. Data Analytics

6. Analytics to understand customers and to drive marketing!

7. 7
General Sources of Internet related data
• Webtrends, Google Analytics or other analytics program
• Database logs/reports
• Search engines
• Collected data (user login data, feedback forms, newsletters, third party
systems / services, surveys, etc.)
• Environmental information – industry bodies, government, blogs, etc.

8. Google Analytics – measurement tool for your website
• Understand how people engage with you
• Improve site content and design
• Turn more visitors into customers
• Social

9. Google Analytics and Webmaster Tools

10. Mysiteperformance and Google keyword checker
• Test your site on - www.mysiteperformance.com

11. Google Alerts & Google News & Google Publisher

12. Google Trends

13. Selected digital analytics point solutions
Function/Feature Vendor
Attribution C3 Metrics
Ebay Enterprise (Formerly ClearSaleing)
Convertro
Visual IQ
Benchmarking Alexa
Compete
Doubleclick Ad Planner
Google Trends
Clickstream analysis Bing Webmaster Tools
Google Webmaster Tools
Piwik
Site Meter
StatCounter

14. Selected digital analytics point solutions contd.
Function/Feature Vendor
Real-time analytics Absolutdata
Anametrix
Chartbeat
GoSquared
Woopra
Tag management BrightTag
Ensighten
SiteTagger
TagMan
TealiumiQ
Testing (A/B and multivariate) AdWords Campaign Experiments
Maxymiser
Optimizely
SiteSpect
Wingify

15. Selected digital analytics point solutions contd.
Function/Feature Vendor
Voice of customer iPerceptions
Concept Feedback
Foresee
Loop11.com
OpinionLab
UserTesting.com
Source: Third Door Media

16. • Data is a strategic asset
• Can be a key differentiator for
sustained growth, efficiency
and compliance
• Most data models tend to are
siloed, outdated and too
narrow

17. Knowledge
Information / Understanding
Data / Facts

18. Most businesses are
Data rich and Knowledge poor

19. Data rich and Knowledge poor
Look at the past Use data to drive Understand signals to
changes shape the future
Hindsight Insight Foresight

20. • And there are many more
I have lots of Data ..... so what?

21. Things you need to look at.....
• Identify the metrics that matter
• Use metrics that are actionable – that
lead to making a change
• Proper configuration – accurate data on
numbers that matter
• Act on what you find
• Internet objectives, customer experience,
engagement.
• How good is the acquisition strategy?
• What is the visitor loyalty & recency?
• What is not working or broken?
• What is working?....Top Landing Pages
• Are you making money or noise?
• What content makes us most profit?
• How sophisticated is the search strategy?
• What are your goals and targets?
• Can the marketing Campaign
conversions/outcomes be optimised?.
• Are you helping the already convinced buyers?
• What are the competition doing?

22. Knowledge RichData Rich
Best Practices
Develop a baseline and plan
Identify data champions
Get executive buy-in
What data is available
Time is critical!
Align your data plan
with strategic and
knowledge priorities
Identify important data and fix
data gaps
Turn data into useful
information €’s

23. Process or a set of processes
 Get a champion
 Carry out a review/audit
 Identify information need
 Website user experience
 Website reach
 Website conversion …………….
 Develop plan and document baseline
 Implement changes
 Analyse (data information) – GROWTH HACKING

24. Marketing
incl. SEO
Customer
Needs
Data
Growth Hacking

25. Marketing
incl. SEO
Customer
Needs
Data
Growth Hacking
 Analytics
 Baseline
 Create a dashboard
 Perform AB Testing
 Create interventions
 Make changes
 One Metric That Matters?
 Talk to customers
 Make more changes

26. Marketing
incl. SEO
Customer
Needs
Data
Growth Hacking
 Analytics
 Baseline
 Create a dashboard
 Perform AB Testing
 Create interventions
 Make changes
 One Metric That Matters?
 Talk to customers
 Make more changes
Analysebeforeandafterchanges

27. Some of our customers ........

28. … some Irish success stories using data to drive business
Sample 1
Used Goal Funnels to
optimise the mix of
digital marketing
channels that drove a
44% increase in website
sales
Sample 2
60% increase in
customer checkout
through understanding
analytics data
Sample 3
With insights from
Google Analytics, we
increased sales by 35
percent
Sample 4
Used data-driven
attribution to fine tune
spend for SEO keywords
driving a 19% increase
in attributed
conversions
Sample 5
Data analytics was used
to gain an increase in
sales and a 32% growth
in ROI
Sample 6
We better understand
our conversion funnel
abandonment. Our
conversion rates are up
to 65%

29. Your challenge is to become:
Data rich and Knowledge rich!

30. Search engines – How they work?

31. How Do Search Engines Work?
 Spider “crawls” the web to find new documents (web pages,
other documents) typically by following hyperlinks from
websites already in their database
 Search engines indexes the content (text, code) in these
documents by adding it to their databases and then
periodically updates this content
 Search engines search their own databases when a user
enters in a search to find related documents (not searching
web pages in real-time)
 Search engines rank the resulting documents using an
algorithm (mathematical formula) by assigning various
weights and ranking factors
 Spiders read text and nothing else

32. What a Search Engine Sees

33. Understanding the Search Page
Paid adverts
(PPC)
Paid adverts
(PPC)
Natural or
Organic Search
(SEO)
News

34. Hummingbird and Carousel

35. The Golden triangle

36. Which? - search engines!

37. Be found on the internet
• Ranking – its just a
formula….
=
2a+0.7b+12c+9d+2(a-
b+d)-1.5e+2f …………..
• … but Google has more
than 250 items in its
algorithm
• … and growing
1 Search terms in the HTML title tag
2 Search terms in the HTML body copy
3 Search terms in bold typeface
4 Search terms in header tags
5 Search term in anchor text in links to a page
6 PageRank of a page (the actual PageRank, not the toolbar PageRank)
7 The PageRank of the entire domain
8 Quality of link partners
9 Type of backlinks that bring anchor text juice for search terms
10 The speed of the web site
11. Search terms in the URL - main URL and page URLs
12. Search term density through body copy (About 3 - 5%?)
13. Fresh content
14. Good internal linking structure
15. Age of the domain
16. Links from good directories
17. Image names
18. Image ALTs
19. Reputable hosting company
20. Diversity of link partners too
21. Geo located search results
22. Rate of new inbound links to your site
23. Relevance of inbound links
24. 301s, 404s, 414s etc
25. Duplicate title/meta tags
26. Participation in link schemes
27. Quantity of backlinks
28. Quantity of linking root domains
29. Quality of linking root domains
30. Link distance from higher authority sites
31. Outgoing followed links from back linked pages

38. It is usually enough to focus on the main Search Engines
• Ranking
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..

39. … and let’s not forget

40. World-Wide Search Engine Market Share

41. Search Pyramid
Social
Link Building
Keyword Research &
Targeting
Accessible Quality Content
You have to get
these right first
Before you get
these right

42. The search demand curve
Source: SEOMoz
1 2 3-4 4+

43. Internationalisation
Google.ie,Google.co.uk,Google.de,Google.fr……

44. Main aspects
• Multilingual sites
• URL structure
• Language selection
• Auto-translation
• Character encoding
• Meta tags and rel-alternate-hreflang links
• Geotargeting
• URL structure (ccTLD)
• Server location
• Webmaster tools
• Meta tags
• Use “rel-canonical” and “rel-alternate-hreflang”

45. Trading internationally
• Common situations:
• one country, several languages
• one language, several countries

46. Trading internationally
• What can be done?
• domains by country?
• main domain and subdirectories per language?
• sub domains?
• Geo targeting on Google

47. Trading internationally
• Best option domains by country
• creatorseo.com
• creatorseo.fr
• creatorseo.de
• but
• complicated to manage and coordinate
• one CMS for all or one per domain?

48. Trading internationally
• Sub-domains or Domain name alias
• us.creatorseo.com
• fr.creatorseo.com
• de.creatorseo.com
• Directories by country/language
• creatorseo.com/us/
• creatorseo.com/fr/
• creatorseo.com/de/
• One language, several countries
• creatorseo.com/es/
• mycompany.com/es-pu/ (Peru)
• mycompany.com/es-mx/ (Mexico)

50. Trading internationally
• Directories by country/language
• Cheaper
• Less technical resources required
• Easier to manage and coordinate
• Directories contribute to increase the general relevancy of a domain

51. Trading internationally
• Subdomains by country
• Search Engines consider subdomains almost a completely different
entity than their domain
• they don’t inherit most of the domain's relevancy
• Example of a sub domain
• http://spanish.creatorseo.com
• … but are a more integrated approach than having a number of
unrelated domain names
X

52. Competition, Audience and Content

53. Competition
• On-line competition may not be your traditional competition
• Different competitors in different regions
SEO is about beating your competition in the targeted geographies

54. Audience
• Know your audience
• Cultural
• In Mediterranean counties
- Internet use is driven more by social factors rather than anything else,
• where Nordic countries rely on the internet for more pragmatic, functional purposes.
• Language

55. Strategy needs to consider Technology
Desktop
Mobile
Browser
Operating System

57. Local content
• Use local addresses and contact information
• Add local case studies/ testimonials
• with names and images
• Customise content for each country or market
• More relevant, increases local link building opportunities, and decreases duplicate content
• Currency

58. Design and usability

59. Basic requirements for any website
A web site is a bit like an advert!
• Clear purpose
• Easy to use / intuitive
• High impact
- you have only 4 seconds to impress!
• Optimised for visitors
• Target audience
• Easily found by the target audience
• Content must be dynamic and interesting

60. Design and usability
• Different countries prefer different design aesthetics
• Recreating your website in a different language may not be enough
• Get feedback on your site from locals in your target country

61. Be local

62. • Register each site with Google Places, Bing Business Portal
for example.

63. Google Rules - Google Algorithm Updates

64. Major Google Updates
• Panda 4.0 — May 2014
• Hummingbird — August 2013
• Penguin 2 — May 2013
• Penguin — April 2012
• Panda 3 — November 2011
• Panda 2 — April 2011
• Panda/Farmer — February 2011
• Caffeine (Rollout) — June 2010

65. Major Google Updates
• Panda 4.0 — May 2014
Even more focus on the quality of the content
• Hummingbird — August 2013 (Fast and precise)
Completely new algorithm release – focus on semantic search and includes Google Knowledge
Graph and geo-locating
• Penguin — April 2012
Tighter focus on implementation of Google Webmaster Guidelines and crack-down on black-hat
SEO (less bad-links)
• Panda — February 2011
Crack-down on low quality sites and duplicate content. More focus on authority and
trustworthiness
• Caffeine (Rollout) — June 2010
Google web index update – improved search speed and user experience

66. Panda 4.0 – It’s mainly about quality,
• Conclusion I. “Content Based Topical Authority
Sites” are given more SERP Visibility compared to
sites that only cover the topic briefly.(even if the
site covering the topic briefly has a lot of generic
authority). More articles written on the same
topic increase the chances for the site to be
treated as a “Topical Authority Content Site” on
that specific topic.
• Conclusion II. Sites with High User Interaction
measured by shares and comments got a boost.
• Conclusion III. Thin Content and Automatic
content is deranked, even if it is relevant.
• Conclusion IV. Sites with clear navigational
structure and unique content got boosted.
Matt
Cutts

67. Google guidance

68. Guidance
• Create useful page titles
• Use informative URLs
• Provide relevant page descriptions
• Add your business to Google Places
• Manage your site links

69. Guidance
• Create useful page titles
• Use informative URLs
• Provide relevant page descriptions
• Add your business to Google Places
• Manage your site links
• Value proposition
• Call to action
• Relevance
• User experience
• Relevant and unique content

70. Some Final Tips
• Get a local mailing address
• Send website visitors to the right domain
• Speed
• Use a translator!
• Use Data to gain information and knowledge

71. Thank you
John Caldwell
john@creatorseo.com
061 513267/ 01 5313061
086 2410295