Develop Global Footprint through SEO, Social Media, PPC

Developing a Global Footprint
through Search Engine
Optimisation (SEO)
- SEO, Social Media, Pay per Click

Jan Klin & Associates
01928 788100
07946513521
www.janklin.com
jan@janklin.com
(c) Jan Klin & Associates 2012

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…


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


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 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

Google Base – shopping results


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

Check your spiderability – can the search
engines spider your whole site?

 http://tools.seobook.com/general/spider-test/index.php

 http://www.se-spider.com/


http://www.se-spider.com/


HTML Sitemap


MAKE YOUR SITE “SPIDERABLE”

 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/checklink.pl


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

 Traffic from a variety of uncommon
phrases?
– Eg ‘marketing training courses Manchester’

 One big win on a major phrase?
– Eg ‘Training courses’
– ‘personal loans’

SEARCHER BEHAVIOUR

2010 Search Queries by Number of Words

50% 57%
of search queries
40%
involve 3+ words
30%
30%
24%
22%
20% 15%
9% 9%
Search activity is growing 10%

• 25.9M unique searchers in Europe 0%
• 304M searches per month 1 word 2 3 4 5 6
• 453M page views words words words words words

Searches are becoming more
sophisticated and specific:
2000 = 1.2 words ; 2005 = 2.5 words ; 2010 = 3.3 words

Source: Internal Yahoo! Data for UK, France, Spain, Germany, Italy

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


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

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


EndPoint – A prioritised list of your
keyphrases


Keep this keyphrase list for use with other inbound marketing


Sometimes it’s a problem…


Keyphrase analysis

 Exercise – volunteer for keyphrase
analysis


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 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

Internal Links


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


Inbound Links
Use www.linkpopularity.com to check your links


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


Phone Call Tracking
 Visitor level call tracking possible by
generating unique numbers for every
visitor

 We can track..
– PPC or SEO
– Specific keyword typed
– Visited direct or via a directory/link
– Offline campaigns can be integrated

 Benefits
– Which keywords are driving
sales/enquiries and which are not
– Which regions are most important
– Phone calls can be listened to for
improvements


More on international SEO


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


Country specific top level domains


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


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

You need a content strategy!

You need a Content
Strategy!


Link Building Post Penguin
 Don’t buy links

 Don’t contract with link builders who use link
farms

 Don’t get involved in comment spam on blogs
and forums

 Don’t build too many multiple links from the
same ownership sites

 Don’t use the same ‘anchor’ text over and over
again

 Do see…
– http://www.janklin.com/blog/bid/138606/Link-Building-Post-Penguin


Consistent link building over 2 yrs quadruples traffic


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

 Directories
– General
 Portals
– Geographic
– ecommerce
 In Blogs
 Banners
 Affiliates


Where do these links come from?
 Many places… but we need to develop them in a
structured way

 Directories
– General
– International
 Blogs
 Banners
 Affiliates

External links – anchor text


Europages – An Effective European
Business Directory


www.alibaba.com – worlds largest
B2B Directory


www.backlinkwatch.com
to check links also www.linkpopularity.com to


www.opensiteexplorer.org
– to check your links


Page Rank

Running the cursor
over this area will
indicate the Page
Rank

In this case - 9


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

Anchor Text
Example


<a href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>

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

Use ‘AddThis’ to allow people to bookmark
your pages


www.janklin.com – free lessons

 http://www.janklin.com/blog/lesson-7-link-building-1

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


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


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


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-


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-Med


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


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.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


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


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


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


Affinity
 Is a measure of how ‘friendly’ or ‘close’ you are
with someone or some brand

 For example –
– if you comment on someones photo they are more likely
to appear in your feed
– If you snoop on someones profile (eg ex girlfriend) you
are more likely to appear in their feed


Edge Weight
 All ‘edges’ arent created equal

 We know that photos, videos and links have high
edge weight

 Knowing this we should use these edges and
encourage people to interact with them
– So use a variety of these objects in your status updates to
appeal to different people who respond to different object
– Encourage them click on a photo or video
– Encourage them to click on a link, etc
– In short encourage interaction with you via multiple
objects


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 Answers


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 (c) Jan Klin & Associates 2012

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


What not to do?….


Twitter for Business Leads

 Searches for tweets
relating to play
equipment

 Responds to
situations requiring
product supply to
generate business
opportunities


Twellow.com

 Twitter
 Directory

 See what
people are
tweeting
about in your
sector


5 tips to maximise search engine rankings
through Twitter

www.wilsonweb.com/linking/basu-twitter-linking.htm

 1. Link to your Twitter profile
– Link to your Twitter profile from your website, blog, and by using social media sharing buttons.

 2. Set up different Twitter accounts if you have different business units
– Different Twitter accounts are used when your company's employees use their own personal
accounts to re-tweet tweets from a company account.

 3. Use a friendly URL shortener
– Use a friendly URL shortener such as Bit.ly, Trunk.ly, or Goo.gl passes link juice from a tweet
back to your website.

 4. Use Klout.com to figure out who you are influenced by
– Klout is a service which analyses your influencers and who you influence.

 5. Update accounts using RSS feeds of your content
– You can create an RSS feed of all the digital assets you have including YouTube videos, white
papers, blog posts, press releases and more, and then syndicate these to Twitter.


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


1
SEO
All-In-One Text goes

1 hereMarketing
Automation

Social
Text
Marketing
goes
Content Media Analytics
Creation here

Email &
Text
Landing Lead goes
Pages Nurturing here

Google + now included in search
results
 Google Search Plus Your
World (GSPYW)
– Google brings in results
from your social network
(even if you ar not
signed in)

 Previously it couldnt get
into all Facebook data but
now can through G+

 See Jan’s Blog Post
– http://www.janklin.com/blog/exciting-google-changes-search-plus-your-worl


Including your social circles in search
results

 Google now has access to
reliable social signals for
search results – which it never
could get through Facebook

 Eg – if you are searching for
holidays in New Zealand –
photos, recommendations etc
will be served up from your
social circle – providing you
are signed into your Google
account


Google’s Plus One
 Similar to Facebooks ‘like’
button

 Allows you to mark web pages
you like from search results

 Google will then include these
sites in your search results

 More importantly Google will
include sites marked by people
in your social circle –
equivalent to getting
recommendations from friends

 You need to be signed in, and
have a Google profile


Google + activity definitely helps with organic
rankings! – see econsultancy post


Social Media – what’s relevant to you?

 Exercise – Organise in order of importance..
– Your Blog
 What could you blog about?
– Facebook
– Twitter
– YouTube
– Other ?

 What could you do in English?
– Objectives, applications?

 What could you do in Foreign language?


Design a SM Strategy…
 Decide on objectives
– Brand awareness, traffic generation, direct sales, customer service, etc

 Decide which Social Media properties you will use
– F’book, Twitter etc

 Strategy based on…

– Design – engaging design compatible with objectives
– Content – quizzes, competitions, events, technical information…
– Promotion – increase your visibility – advertise, email database
– Engagement – utilise edgerank algo


 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


Pay Per Click and the digital media mix
% share of revenues for 2008

16.4%

1.5% Banners / Embedded £224.4m
1.1% Sponsorships
0.6% £20.5m
Interruptive formats
4.1% £15.7m

0.8% Display ads on email £8.8m
Tenancies £55.6m
56.2% Other display £10.9m
Recruitment classifieds £ 182.0m
13.3%
Further classifieds £80.3m
Paid for search listings £768.3m

5.9%
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.


Ever seen this?


Google Adwords


Yahoo PPC


Microsoft PPC


Bidding in reality

Advertiser at position 1 Bid price of £0.50
100 click throughs

Advertiser at position 2 Bid price of £0.40 Position 3
75 click throughs
Bid price of £0.35
New Advertiser
Advertiser at position 3 Bid price of £0.30 50 click throughs
50 click throughs
Payment of £0.31 per
click, up to £0.35
Advertiser at position 4 Bid price of £0.20
25 click throughs

Cost = bid price multiplied by number of click throughs

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


Segment and target

Best Practice: Match the Terms (and Pages) to Customers’ Intents

Learning Shopping Buying
“What is out there to “What brands and “I want that one!”
Customer

meet my need?” features are there?” “Who stocks this model
Need

“How can I learn about a “What is distinct about number?”
product or service?” this one?”
Attributes
Keyword Examples

Informational terms Features Product code
Product classes Brand names Locations
Problem descriptions Differentiators Nicknames

DVD player Portable DVD player Panasonic DVD-LX9
Family holiday Hawaii holiday Maui golf resort
Financial planning Personal pension
Low risk growth fund

www.royaldubai.co.uk – PPC then SEO


Measure your performance


www.spyfu.com


adwords.google.co.uk/
- try the tutorial


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

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


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


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


Keyword selection
Stage 1 1
Stage Stage 2
Stage 2 Stage 3
Stage 3 Stage 4
Stage 4 Stage 5
Stage 5

thinking firming deciding deciding
thinking firming deciding deciding looking
looking
b
consumers thoughts
consumers thoughts

about up initial
about up initial on aaa
about up initial
about up initial on a
on
on on aaa
on a
on
on for best
for best
for best
for best
itit
itit idea
idea
idea
idea maker
maker
maker
maker model
model
model
model price
price
price
price
computer laptop sony vaio sony vaio z1sp cheap sony vaio
u
y
laptop

132,755 19,152 2,264 47 11
er
er

£5.00 £0.46 £0.40 £0.10 £0.10
>
s >>
oces
g pr
b uyin
t he
ugh
s thro
pro gres

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

Develop Global Footprint through SEO, Social Media, PPC

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