Enterprise Ireland - eMarketing Event - Athlone - March 2014

1. John Caldwell
john@creatorseo.com
061 513267/ 01 5313061
086 2410295

2. 1. Introduction

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

4. IM Strategy
Digital strategy:
Marker-place analysis:
Goals and KPI’s:
Strategy:

5. SEO Introduction
• SEO is the process used to increase the
amount of visitors to a website
i.e. obtain a high-ranking placement in the search results
page of a search engine including Google, Bing, Yahoo and
other search engines
• A Web presence is a greater influence than a
"standalone" net site
www.creatorseo.com

6. Key - SEO is a process
 Website and competition audit
 Identify opportunities
 Analyse (Google Analytics)
 Website reach
 Website conversion
 Develop plan
 Document baseline
 Implement changes
 Analyse (Google Analytics)

7. In an Internet Minute?
• 64o,000 GB of Global Data transferred
• Sales of $83,000
• 100+ New accounts
• 100,000+ new tweets
• 6 million Facebook views
• 1.3 million video views
• 2+ million search queries

8. Some other key facts!
• 64o,000 GB of Global Data transferred
• Sales of $83,000
• 100+ New accounts
• 100,000+ new tweets
• 6 million Facebook views
• 1.3 million video views
• 2+ million search queries
• 2.4B global Internet users
• 85% of all traffic on the internet is
referred to by search engines
• 90% of all users don’t look past the first
30 results (most only view top 10)

9. 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

10. What a Search Engine Sees

11. What a Search Engine Sees

12. Understanding the Search Page

13. The Golden triangle
When it comes to getting your website found and then converting your traffic
into leads and sales, you should take The Golden Triangle very seriously.

14. The Golden Triangle

15. 2. Which?
- search
engines!

16. Be found on the internet
• Ranking
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f
…………..

17. Be found on the internet
• Ranking
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f
…………..Google has approximately 250 items in its
algorithm
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. Sort of the same as your number 8 but I'd also add to have good diverse link partners too :)

18. There are hundreds of Search
Engines
… but you can get very good results by optimising the site for the primary
search engines

19. Be found on the internet
• Ranking
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f
…………..

20. Be found on the internet
• Ranking
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f
…………..

21. Be found on the internet
• Ranking
= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f
…………..

25. World-Wide Search Engine
Market Share

26. Search Engine Market Share

27. Search Engine Market Share

28. 3. SEO Strategy

29. Strategy
• Language? Culture?

30. Search Pyramid

31. Search Pyramid
You have to get
these right first

32. Search Pyramid
Before you get
these right first
Localqualitycontentis
king

33. Hummingbird and Carousel

34. The search demand curve
Source: SEOMoz

35. Search and targeting
1

36. Search and targeting
1 2

37. Search and targeting
1 2 3-4

38. Search and targeting
1 2 3-4 4+

39. 4. Geographic
TargetingGoogle.ie, Google.co.uk, Google.de, Google.fr……

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

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

42. 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?

43. Trading internationally
• 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)

47. 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

48. 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
X

49. 5. Competition

50. 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

51. Search is a process
www.creatorseo.com

52. 6. PPC versus
SEO

53. PPC versus “Organic” SEO
Pay-Per-Click “Organic” SEO
ü results in 1-2 days
ü easier for a novice or
one with little knowledge
of SEO
ü ability to turn on and off
at any moment and
easily updated!
ü results take 2 weeks to
months
ü requires ongoing
learning and experience
to achieve results
ü very difficult to control
flow of traffic

54. PPC versus “Organic” SEO
Pay-Per-Click “Organic” SEO
ü generally more costly per
visitor and per conversion
ü fewer impressions and
exposure
ü easier to compete in
highly competitive market
space (but it will cost
you!)
ü generally more cost-
effective, does not
penalize for more traffic
ü SERPs are more popular
than sponsored ads
ü very difficult to compete
in highly competitive
market space

55. PPC versus “Organic” SEO
Pay-Per-Click “Organic” SEO
ü Ability to generate
exposure on related sites
(AdSense)
ü ability to target “local”
markets
ü better for short-term and
high-margin campaigns
ü ability to generate
exposure on related
websites and directories
ü more difficult to target
local markets
ü better for long-term and
lower margin campaigns

56. Which one?
• You shouldn't be limited to SEO or PPC.
• Integration is the best approach. Each
has different strengths and weaknesses.

57. 7. Audience

58. 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

61. 8. Local content

62. 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

63. 9. Design and
usability

64. 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 4-6 seconds to impress!
• Optimised for visitors
• Target audience
• Easily found by the target audience
• Content must be dynamic and interesting

65. 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

66. 10. Be local

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

68. 11. Tools

69. Tools to use
www.mysiteperformance.com

70. 12. Google
guidance

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

72. Guidance
• Value proposition
• Call to action
• Relevance
• User experience

73. Things to watch out for
• Spelling, stylistic, or factual errors
• Is your content mass-produced by or
outsourced to a large number of creators,
or spread across a large network of sites?
• Does your page have an excessive
number of ads that interfere with the main
content?
• Are the articles short or lacking in helpful
specifics?
• Is your main content below the fold?

74. Some Final Tips
• Get a local mailing address
• Send website visitors to the right domain
• Speed
• Add Google translate to your site

75. Some Final Tips
• Country Top Level Domain's automatically
associated to country
• Webmaster tools help directories-by-
country sites
• Host in country
• Cross domain canonical links

76. Final slide - SEO is a process
 Website and competition audit
 Identify opportunities
 Analyse (Google Analytics)
 Website reach
 Website conversion
 Develop plan
 Document baseline
 Implement changes
 Analyse (Google Analytics)