Unraveling the Mystery of The Circleville Letters.pptx
Uktiyorks huddersfield-2
1. International Digital Marketing
– Expanding your Worldwide Visibility
Jan Klin
Jan Klin & Associates
01928 788100
07946 513521
jan@janklin.com
www.janklin.com
(c) Jan Klin & Associates 2014
2. Using the Web to Develop your Brand
‘ Like it or not, nowadays people will judge
the quality of your products and your
company by the quality of your website’
– Jakob Nielsen, web design guru
(c) Jan Klin & Associates 2014
5. What else do we need to consider
about our website?
Translations
– All site or partial
Localisation
– Cultural issues
Search engine issues
– Country domains or .com, hosting issues
(c) Jan Klin & Associates 2014
6. Websites and Localisation
Web localisation is not
just translation
Site needs to reflect
local cultural needs
Images and text need
to be sympathetic to
local cultural
expectations
(c) Jan Klin & Associates 2014
7. Websites and Localisation
Some images may be offensive – eg open palms in Greece
Protocol: Certain cultural subtleties will need to be observed, such as
presenting the male on the left in Asian family pictures, and showing only
one child in Chinese
Numbers: Can be problematic, eg “4” in Japanese, and various numbers in
Chinese
Colour associations – green has religious connotations in Islamic countries,
black is sombre /mourning in most countries but white has same meaning in
Japan, names written in red in Korea mean the person is dead
Not just translation – nuances of language and appreciation of cultural
tastes and taboos
– Localised in terms of currencies, business practices, laws, regulation and
taxes, iconography, colour association, technology available
(c) Jan Klin & Associates 2014
8. 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
Use UKTI services for
website localisation
– ECR services
(c) Jan Klin & Associates 2014
11. Mistranslation Examples
“Please dial 7 to retrieve your auto
from the garbage”
Mistranslation: Hotel Rome
(c) Jan Klin & Associates 2014
12. Mistranslation Examples
“Why go somewhere else to be cheated
when you can come here”
Mistranslation: Indian shop window
(c) Jan Klin & Associates 2014
15. 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
(c) Jan Klin & Associates 2014
17. SEO -Still the main method..
(c) Jan Klin & Associates 2014
18. 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
(c) Jan Klin & Associates 2014
19. 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
(c) Jan Klin & Associates 2014
22. Best practice SEO 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
(c) Jan Klin & Associates 2014
23. A common scenario….
which you need to check for
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…….
(c) Jan Klin & Associates 2014
24. Setting geographic target in
Google Webmaster Tools
Click cog in right hand corner – then choose ‘site settings’ from dropdown;
then choose country or ‘unlisted’ in dropdown menu
(c) Jan Klin & Associates 2014
25. 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
(c) Jan Klin & Associates 2014
26. 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
(c) Jan Klin & Associates 2014
27. Strategy and Process
The right keywords or
keyphrases are the
starting point for our
strategy
50%
Traffic from a variety
of uncommon phrases?
– Eg ‘marketing training
courses Manchester’
40%
30%
30%
24%
22%
20%
15%
9%
10%
One big win on a major
phrase?
9%
0%
1 word
2
3
4
5
6
words words words words words
– Eg ‘Training courses’
– ‘personal loans’
(c) Jan Klin & Associates 2014
28. 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
(c) Jan Klin & Associates 2014
30. What do you do if there’s no direct
translation?
“City breaks” has no direct
equivalent in:
– French
– German
– Dutch
– Spanish
– Italian
(c) Jan Klin & Associates 2014
31. Using Google’s autosuggest
Another input into keyword
analysis
See what gets suggested and
include if relevant
BUT
Be aware of personalisation
skewing
– Results shown will reflect
previous click through
activity
(c) JanJan Klin & Associates 2013 2014
(c) Klin & Associates
34. 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
(c) Jan Klin & Associates 2014
35. 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
(c) Jan Klin & Associates 2014
36. You’ll need translated pages if you want
to capture foreign language searches
(c) Jan Klin & Associates 2014
37. 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
(c) Jan Klin & Associates 2014
38. 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)
(c) Jan Klin & Associates 2014
39. 2nd only to Wikipedia!
(c) Jan Klin & Associates 2014
45. 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.
Be aware of Hummingbird
– Include long tail phrases, synonyms, syntactically related
phrases
Be aware of different types of intent – navigational, informational ,
transactional
The phrases can be included in:– The main text
– Header tags (h1, h2 etc), in-text links, navigation links, ‘alt’
tags
(c) Jan Klin & Associates 2014
46. 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
(c) Jan Klin & Associates 2014
47. Meta Tags – The Title tag
(c) Jan Klin & Associates 2014
48. Meta Tags – The Title tag
(c) Jan Klin & Associates 2014
51. 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
(c) Jan Klin & Associates 2014
52. 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
(c) Jan Klin & Associates 2014
53. 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
(c) Jan Klin & Associates 2014
54. Google Analytics – free and
comprehensive
(c) Jan Klin & Associates 2014
56. More on international SEO
(c) Jan Klin & Associates 2014
57. 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
(c) Jan Klin & Associates 2014
58. 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
(c) Jan Klin & Associates 2014
65. 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
(c) Jan Klin & Associates 2014
66. Webmaster Tools for Geo-targeting
See example at
Google Webmaster
Tools…
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=
(c) Jan Klin & Associates 2014
67. More help with Geo-targeting
See following posts on International SEO…
– http://www.janklin.com/blog/bid/177990/International-SEO
– http://www.janklin.com/blog/bid/178998/International-SEO-Refinements-an
Set up xml sitemaps for each country version of your site…
– Eg
(c) Jan Klin & Associates 2014
71. 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
(c) Jan Klin & Associates 2014
72. Natural links are a by-product of
good content marketing…
Attracting links via your blog
Distributing press releases
Article distribution (careful!)
News stories
Social media bookmarking sites
Etc, etc
(c) Jan Klin & Associates 2014
73. The SEO Process and
Domain Authority (DA)
Do on page SEO work first – then a ranking check to see where you
are positioned
The only remaining variable to improve to increase rankings is your
domain authority
What is domain authority (DA)?
– what is yours?
– What is your competitors?
DA is mainly a function of backlinks into your site ( and domain age
to a certain extent)
The gap between your DA and your competitors DA can be closed
by link building
(c) Jan Klin & Associates 2014
78. Where do these links come from?
PR (‘Public Relations’) Sites
PR Directories
Examples
–
–
–
–
–
PRWeb
PR World
Marketwire
Business Wire
PR Newswire
(c) Jan Klin & Associates 2014
79. Ensure Press Releases get Anchor text based
links back to website
(c) Jan Klin & Associates 2014
80. 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
(c) Jan Klin & Associates 2014
84. 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
(c) Jan Klin & Associates 2014
85. Alexa.com – top sites worldwide
(c) Jan Klin & Associates 2014
86. See the top visited sites around
the world – 120 countries – top 100 sites
(c) Jan Klin & Associates 2014
87. 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
(c) Jan Klin & Associates 2014
89. 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
(c) Jan Klin & Associates 2014
93. Social Networking sites
(eg Facebook)
Submit to
article sites
Syndicate content to
other blogs
Microblogging sites
(eg Twitter)
Video sites
(eg YouTube)
Your Blog
-articles
-Press releases
-Lessons
-reviews
-guides
……
PR sites
(eg PRweb.com)
RSS to others
Social Bookmarking sites
(eg delicious.com )
Email to contact
database
(c) Jan Klin & Associates 2014
94. 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
(c) Jan Klin & Associates 2014
96. Blogging and SM combined
Good for search engines too!
(c) Jan Klin & Associates 2014
97. Facebook and Marketing
Over 1.25 billion active
users
Adding users at the rate of
250,000 per day
Top Social Search Engine
Largest Social media site
(c) Jan Klin & Associates 2014
100. Lots of ‘likes’ generated through advertising
(c) Jan Klin & Associates 2014
101. Google Plus – Serious Facebook
competition?
350 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
(c) Jan Klin & Associates 2014
102. Cloggs ,Social Media and Brand
Development
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 43000 fans, and
10000 followers
Do weekly blogging
Traffic conversions from web visitors slightly higher than search marketing
(c) Jan Klin & Associates 2014
105. My last visit to Facebook
(c) Jan Klin & Associates 2014
106. Cloggs also use Pinterest….
400 followers ,72 boards for brands, 1442 pins
(c) Jan Klin & Associates 2014
107. LinkedIn
50 million users in Europe, 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
(c) Jan Klin & Associates 2014
109. Set up your Linkedin profile
-make it comprehensive so you get found
(c) Jan Klin & Associates 2014
110. Set up a business page
-Showcase your products
-Company updates
-announcements
-new services
-communicate directly with your followers
(c) Jan Klin & Associates 2014
111. Linkedin Lessons for free!
Learn how to become a LinkedIn marketing expert at
www.janklin.com/blog
Lesson 1:The Foundations – setting up an effective profile
– http://www.janklin.com/blog/becoming-a-linkedin-power-user-part-1
Lesson 2: Understanding the difference between LinkedIn Company
Pages and Facebook Fan Pages
– http://www.janklin.com/blog/understanding-linkedin-company-pages
Lesson 3:How to use the latest features in LindeIn to get sales leads
Lesson 4: How LinkenIn can really help your SEO
Lesson 5: How LinkedIn Groups can help you grow your business
(c) Jan Klin & Associates 2014
112. 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 “5001000" people
Company Name "GE" or or
"FedEx“
Seniority – Age 35-55
Gender "Female" or "Male“
LinkedIn Group "Business
Intelligence Group" or "Corporate
Real Estate"
(c) Jan Klin & Associates 2014
113. Twitter - Microblogging
Twitter and
promotion
Twitter and real
time search
(c) Jan Klin & Associates 2014
114. Use Twitter to promote latest
music and games
(c) Jan Klin & Associates 2014
115. Use Twitter to promote latest
products and pricing
(c) Jan Klin & Associates 2014
118. Twitter for Business Leads
Searches for tweets
relating to pitch
marking
Responds to
situations requiring
product supply to
generate business
opportunities
(c) Jan Klin & Associates 2014
120. Twitter for Business Leads
Searches for tweets
relating to play
equipment
Responds to
situations requiring
product supply to
generate business
opportunities
(c) Jan Klin & Associates 2014
121. 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
(c) Jan Klin & Associates 2014
123. 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
(c) Jan Klin & Associates 2014
124. Set up your own channel
and optimise your clips…
(c) Jan Klin & Associates 2014
126. 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
(c) Jan Klin & Associates 2014
127. Pay per Click Advertising
(&PPC)
(c) Jan Klin & Associates 2014
128. – 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
(c) Jan Klin & Associates 2014
129. Search in the Travel Business
(c) Jan Klin & Associates 2014
130. Search in the Travel Business
(c) Jan Klin & Associates 2014
132. What determines your ads position?
Bid price
Advert effectiveness
Landing page quality
(c) Jan Klin & Associates 2014
133. 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
(c) Jan Klin & Associates 2014
135. www.villaretreats.com/ru
A series of
Russian
landing pages
for luxury
villas
PPC on
Google and
Yandex
SEO for these
engines also
(c) Jan Klin & Associates 2014
136. Capture The Long Tail
Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
(c) Jan Klin & Associates 2014
137. 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
(c) Jan Klin & Associates 2014
138. How pay-per-click works
Title &
Description
Targeting
Search Term
Research &
Targeting
Drives
Quantities
of Leads
Drives
Quality of
Leads
Drives
Conversions
(c) Jan Klin & Associates 2014
Landing Page
Targeting
140. 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
(c) Jan Klin & Associates 2014
141. Do’s and Dont’s
•The ad links directly to the
relevant landing page
(c) Jan Klin & Associates 2014
142. For a copy of the slides….
Just email – jan@janklin.com
01928 788100
07946 513521
(c) Jan Klin & Associates 2014
Hinweis der Redaktion
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
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)
A good example of a directory for European Businesses – 500,000 businesses in 27 languages.
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