Enterprise Ireland - eMarketing Event - Dublin - October 2018

1. Search Engine Optimi
Amplify Digital Marketing Conference
October 2018
John Caldwell
john@creatorseo.com
061 513267
086 2410295
sation
zation

2. ✓ Physicist & Marketeer
✓ Multi-Nationals & SME’s
- Global Marketing and
Intelligence Teams
✓ Co-founded CreatorSEO/ABC Digital
and Intelligence Market
✓ Specialise in helping businesses grow
internationally

3. Some of our customers ........

4. • The Search Landscape and How Search Engines Work
• Click Throughs
• Content Clustering
• International SEO
• PPC versus SEO
• Duplicate Content
• Tips
Areas covered:

5. Search Engine Optimisation - Introduction

6. If your not on page 1
of search results
you don’t exist!
Perception is reality

7. Strategy
Meeting a need!
Relevancy &
Engagement

8. 4 Seconds

9. Which? - search engines!

10. What a Search Engine Sees

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

12. … and let’s not forget

13. Search Pyramid
Social
Link Building
Keyword Research &
Targeting
Accessible Quality Content
Bring all this together with intelligence

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

15. RankBrain - Artificial Intelligence – Machine Learning
1. You are being watched
2. Google learns from us
3. We create our own social environments
4. It happens invisibly
5. SEO experts use this knowledge!!
Search engines today!!

16. What is Google looking for?

17. Unique content
Google likes unique content
Does your content on a PAGE
meet all the searcher’s
needs?
Are you better at giving the
searcher the information they
need?

18. 18
✓Navigational
✓Informational
✓Transactional
Search Intent
Content Marketing
Blogs
Articles
Information rich lists
Page Guides
Videos
Interactive tools
Data analysis
………

19. 19
Rank Brain …….
Selects ranking signals
Key terms
Freshness
Inbound authority
Engagement
Content depth
Related topics
………
The intent of your search
– information open queries
- location matters
Predicts what you
are looking for!
Keyword relationships and
usage – close bonds between
keywords on each page

20. Click Through Statistics

21. Desktop Click Through Stats – February 2018
Data from Jumpshot
Paid Ads: 3.8%
Organic: 65.8%
No Click Searches: 34.2%

22. Desktop Click Through Stats – February 2018
Data from Jumpshot
Paid Ads:
Organic:
No Click Searches:
3.8%
65.8%
34.2%
3.2%
39.0%
61%
Desktop Mobile

23. Content Silos/Clustering

24. 24
Typical Site Organisation
Top / Home Page
Top level categories
Sub categories
Detailed pages

25. A content cluster is
the grouping of
related content
around key terms.
These key terms are
topical grouped on areas
or themes.
These are implemented
on your website / digital
needs

26. 26
Clustered Content Organisation
Top / Home Page
Move all pages up one level
&
Cluster by topic

27. 27
Clustered Content Organisation

28. 28
Make it easy for the search engines -
content clusters
Google in particular want to have a
good understanding of your website’s
content.
- what your promoting
- how it is structured
- layout of content
Optimise within a cluster!!!
Relevant Content organisation!
Traffic
SEO / User Experience
Content Silos
If you want to rank think of sections
rather than just a page.

29. 29
Content Example – Google.co.uk ranking
Term 1 Term 2 Term 3 Term 4 Term 5
Ranking before process >500 201 306 432 >500
Implemented Silos & taxonomy 145 61 114 92 345
Relevancy - meta / content 86 39 51 44 74
LinkedIn engagement 52 30 64 37 49
Consistency – links / language 48 27 31 33 37
New relevant content (daily) 3 4 2 5 11

30. 30
Think like Google!
Content - Authority - Authenticity - Trust

31. Some key tools
mysiteperformance.com

32. Marketing - Google Alerts & Google News & Google Publisher

33. “Without data you’re just
another person with an opinion”
“You can’t manage what you
don’t measure”
W Edwards Deming
William Edwards Deming (1900 – 1993)
An American engineer, statistician, professor, author,
lecturer, and management consultant. Educated initially
as an electrical engineer and later specializing in
mathematical physics, he helped develop the statistical
sampling and control techniques still widely used today.
Deming is best known for his work in Japan after WWII,
particularly his work with the leaders of Japanese
industry.

34. HUB5050 Just Launched
– WordPress Website Ranking and Competitor Tracking Plugin

35. HUB5050 – CreatorSEO search market Google Ireland

36. HUB5050 – CreatorSEO search market Bing Ireland

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

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

39. 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?

40. Trading internationally (option chosen by most businesses)
• 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)

41. Trading internationally
• Sub-domains or Domain name alias
• us.creatorseo.com
• fr.creatorseo.com
• de.creatorseo.com
• Search Engines consider subdomains almost a completely different
entity than their domain
• they don’t inherit most of the domain's relevancy
• … but are a more integrated approach than having a number of
unrelated domain names
X

42. Trading internationally
A new domain starts with
ZERO domain authority

43. 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
• Domain authority is consolidated

45. Before internationalising your site
• Market research
• Site performance
• SEO implementation
• Speed of site
• Number of pages on your site – CPU and Memory
• Language or Country targeting
• Localisation costs

46. Competition

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

48. 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
• What are they searching for?

49. Keyword
Avg. Monthly
Searches World
wide(exact match
only)
Avg. Monthly
Searches US (exact
match only)
Avg. Monthly
Searches UK (exact
match only)
Avg. Monthly
Searches Canada
(exact match only)
Avg. Monthly
Searches Germany
(exact match only)
Avg. Monthly
Searches France
(exact match only)
Avg. Monthly
Searches China
(exact match only)
Avg. Monthly
Searches India
(exact match only)
hotels in dublin 49,500 1,900 19,000 390 590 110 10 90
dublin hotels 33,100 3,600 17,000 880 480 140 10 70
hotels dublin 18,100 590 6,600 170 1,000 390 10 10
hotel dublin 14,800 260 2,400 110 2,400 3,600 10 10
And that’s just English!

50. 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

51. PPC versus SEO

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

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

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

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

56. Duplicate Content

57. Duplicate Content and Languages
• Google and Bing have clearly said to keep one language on one URL.
- Proxied content
- Content served by a cookie
- Side-by-side translations
Can be very problematic for search engines to index a page in more than one language.
You want
1 URL = 1 language

58. Ways to avoid Duplicate Content
• Use Hreflang tags
• Localised keyword optimisation
• Have local content … maybe testimonials
• Name, Address, Phone, Currencies, Google Business profile
• Localised HTML sitemaps
• Localised navigation and home page features that cater to specific audiences
• Localised images that resonate with the audience
• Obtain links from local links

59. Speed

60. UX
• 50% of smartphone users said if they were unhappy with their experience on a
mobile site or an app, they would be less likely to buy products or services from
that company in the future.
• SEO content must give a good UX
• GDPR

61. Some Final SEO Tips
• Create useful page titles
• Use informative URLs
• Provide relevant page descriptions
• Add your business to Google +
• Manage your site links
• Get a local mailing address
• Use a translator!
• Value proposition/ Audit your site
• Call to action
• Speed
• Clustering
• Relevant and most recent
unique content
• Make sure you have an SEO
strategy

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