Uktinw&yorks online marketing-nov2012

Exporting and the Internet

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

(c) Jan Klin & Associates 2011

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


SEO -Still the main method..


 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


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


Submitting to Yandex

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


http://gs.statcounter.com


SEO in Business to Business


SEO in Business to Consumer


The French Site


SEO in High Tech

SEO success in High Tech
Manufacturing


SEO success in High Tech


Google – ‘Universal Search’ and DAO (Digital Assets
Optimisation)

Content retrieved
from:
Google maps,
news, images,
You Tube, Blogs,
Facebok, Twitter,
LinkedIn
MySpace, video ,etc


Google Base – Shopping Results

Google Base – shopping results


Google Places – will be integrated with
Google Plus – see ‘local’ button

-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


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

The Spidering Process


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


HTML Sitemap


Register with
Google Webmaster Central (GWC)


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…….


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


Strategy and Process
 The right keywords or
keyphrases are the
starting point for our
strategy
50%

 Traffic from a variety 40%

30%
of uncommon phrases? 30%
22%
24%
– Eg ‘marketing training 20% 15%
courses Manchester’ 9% 9%
10%

 One big win on a major 0%

1 word 2 3 4 5 6
phrase? words words words words words

– Eg ‘Training courses’
– ‘personal loans’


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


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


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


www.digitalpoint.com


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


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


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

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


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…


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


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


Google’s ‘Panda’ Update –
Emphasis on Quality Content

-Sites with copied content are
getting penalised

-Emphasis needs to be on original
and interesting content

-Copy writing needs to be a
priority activity of SEO

-’Duplicate content’ is a definite
no – no

-Also ‘fresh’ content favoured
(latest update)


www.asgservices.co.uk


Capturing content below the scroll


www.aardvarksafaris.com


Even Busy Ecommerce sites!


In summary
 Write (good quality) 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

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


IMPORTANCE OF TITLES

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

Source: Marketing Sherpa Study, August 2005

Meta Tags
Keyword and Description tags


www.asgservices.co.uk – H1 tag


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


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 – social media)
– Number of visits, length of stay


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


 More on international SEO
and localisation…


Websites and Localisation –
Why bother with translation? www.cilt.org.uk


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

 ECR service is useful here


Mistranslation Examples

 “Please dial 7 to retrieve your auto
from the garbage”

Mistranslation: Hotel Rome



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

Mistranslation: Indian shop window



 “Please hang yourself here”

Mistranslation: Hotel cloakroom, Berlin



 “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


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 – otherwise
hosting skewed

 Produce foreign language
web pages


Mantracourt solution

 Professionally
produced main
language pages for
each country

 Auto translate on
other pages


Auto translation is not perfect!


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


Country specific top level domains


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


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

 Translate pages and website changes
– Which languages?
– How many pages?
– 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


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


Geo-targeting from Google


 Marketing Internationally and the
Web
Link Building Strategies


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


Content Marketing
aka – Link Building


Creating link maps

 See how to create your
own – or your
competitors – link map at
Jan’s blog..

 www.janklin.com/blog/bi
d/148572/Creating-a-
Visual-Map-Of-Your-
Backlinks


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

You need a content strategy!

You need a Content
Strategy!


Consistent link building over 2 yrs
quadruples traffic


Where do links come from?
www.touchgraph.com for link targets

 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


Europages – An Effective European
Business Directory


www.alibaba.com – worlds largest
B2B Directory


www.opensiteexplorer.org
– to check your links

(c) JanJan Klin & Associates 2012 2011
(c) Klin & Associates

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


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


Social Media Marketing


SEO and Social Media
 Social media sites show up in
search results (Google
Universal Search)

 Social Media activity is a signal
to search engines

 Social media and content
marketing naturally build links

 Google Plus now firmly
integrated with search


Alexa.com – top sites worldwide


See the top visited sites around
the world – 120 countries – top 100 sites


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 typical blog….

Put your blog at the epicentre of your
social media and web marketing


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

A passion for Dinosaurs…
http://blog.everythingdinosaur.com/

 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


Facebook and Marketing
 Over 850 million active
users
 Adding users at the rate of
250,000 per day
 Top Social Search Engine
 Largest Social media site


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

 Through interaction and engagement
– Create brand awarness, build advocacy, generate traffic
and sales, customer service, research /data


Business Pages- Develop your
visibility
 Create an engaging business
page
– Events, videos, discussions,
photos, blog articles

 Get found by search
– based on content and number
of ‘fans’
– Get people to ‘like’ you

 Build your fan base
– Email your contact database
– Link in your email signature
– Link to your website or blog
– Advertise!

Advertise directly


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


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


Use ‘circles’ to segment your
audience
 Eg have a circle for
training course
attendees

 people who have
signed up for email
newsletters

 People interested in
Social Media
marketing

 people interested in
SEO, etc


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


My last visit to Facebook


What determines your
position? – Edgerank algorithm


Edgerank Algorithm
 95% of Facebook users use ‘top news’
– Clearly if you want top visibility for your brand
you need to understand ‘edgerank’

 Egderank based on:-
 Affinity, Edge weight, recency (so post
often)

 ‘Edges’ are every interaction you have on
Facebook
– Eg – uploading a photo, ‘liking’ something etc


Lots of ‘likes’ -
but how important is that?


Lots of interaction to engage fans,
increase affinity and increase sales

 Encourage interaction

 Add free downloads of vids and
music

 Competitions (eg tickets to
shows) to engage fans and
their friends

 Vids and music have high edge
weight

 Posting twice a day for recency


Facebook France


Facebook Germany


Twitter France


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 your Linkedin profile
-make it comprehensive so you get found


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"


Twitter - Microblogging

 Twitter and
promotion

 Twitter and real
time search


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


Use Twitter to promote latest
music and games


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


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…


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


www.socialmention.com


UKTI mentions


 Marketing Internationally and the
Web
– Pay per Click Advertising –Module 6


Pay per Click Advertising

(&PPC)


– Search Marketing – Maximising your position in the hitlist
– Click throughs dissipate as we move down the list

33% of internet
users perceive a
company in the
top search
engine rankings
to be a major
brand

Source: iProspect
search engine
branding survey


Google Adwords


What determines your ads position?

 Bid price

 Advert effectiveness

 Landing page quality


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


Tap into overseas markets


Capture The Long Tail

Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’


Capture the ‘long tail’

-200,000 keyphrases
Targeted

-65,000 alone for boilers

-long tail phrases – ‘worcester
Greenstar 28i junior combi boiler’

-Are cheaper AND convert to
business easier


www.spyfu.com


How pay-per-click works

Title & Drives
Description Quality of
Targeting Leads

Search Term Drives Drives Landing Page
Research & Quantities Conversions
of Leads Targeting
Targeting


Do’s and Dont’s

•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

•The ad links directly to the
relevant landing page


Do’s and Dont’s

•Choose titles and descriptions that are
relevant to the search
•Strong ‘call to action’

•Repeat search terms in the ad

•The ad links directly to the
relevant landing page


An Ideal Landing Page…
www.free-employer-advice.co.uk


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


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


For a copy of the slides….

 Just email – jan@janklin.com

 01928 788100
 07946 513521


Uktinw&yorks online marketing-nov2012

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