The Key to a Successful SEO Sales Strategy (the Long Tail)
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Long Tail Opportunities For LSPs
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The Key to a Successful SEO Sales Strategy (the Long Tail)
- 1. The Key to a Successful SEO Sales Strategy (the Long Tail) Richard Estevez, CEO, Trusted Translations, Inc. restevez@trustedtranslations.com @_translation_ Gustavo Lucardi, COO, Trusted Translations, Inc. glucardi@trustedtranslations.com @glucardi
- 2. What if I told you that with an initial investment of $1,000 you could sell millions on the web….
- 4. “A journey is like marriage. The certain way to be wrong is to think you control it.” John Steinbeck
- 5. “You have to learn the rules of the game. And then you have to play it better than anyone else.”
- 6. • SEO Essentials – Key Distinctions – 3 Legs of SEO • Long Tail SEO Strategy • Examples • Opportunities for LSPs • Q&A/ Live Analysis
- 7. Key Distinctions PPC vs SEO vs SEM
- 8. Social Media Optimization (SMO) vs Key Distinctions Social SEO
- 9. Key Distinctions Multilingual vs International SEO Multilingual International Hola Adios www.trustedtranslations.co.uk
- 10. When one has finished building one's house, one suddenly realizes that in the process one has learned something that one really needed to know in the worst way - before one began. Nietzsche Keywords On-Site SEO (On Page) Basic Legs Off-Site SEO of SEO (Off Page)
- 11. On-Site SEO
- 12. Offsite SEO - Leg 2
- 13. Keywords • Keyword selection and placement are probably the most fundamental elements of this entire process • Keywords that bring the most traffic are normally not the same keywords that bring sales • It is an ongoing process where trial and error is often necessary to find the right keywords that convert
- 14. The Long Tail Number of Sales Titles
- 15. Google Long Tail and Long Tail for Google "The surprising thing about The Long Tail is just how long the tail is“ Long Tail is part of the Google Business Model "The surprising thing about The Long Tail is just how long the tail is, and how many businesses haven't been served by traditional advertising sales" Said Eric Schmidt, Google CEO in 2005, when describing Google strategy to Wired referring to the ads market If Google relies on the Long Tail, beat them at their own game
- 16. Sizing Up the Long Tail Search Traffic •Top 100 terms: 5.7% of the all search traffic •Top 500 terms: 8.9% of the all search traffic •Top 1,000 terms: 10.6% of the all search traffic •Top 10,000 terms: 18.5% of the all search traffic “This means if you had a monopoly over the top 1,000 search terms across all search engines (which is impossible), you’d still be missing out on 89.5% of all search traffic” Source: Experian Hitwise Blog ,Bill Tancer's post, Sizing Up the Long Tail of Search
- 17. Long Tail Search Traffic – More Difficult and Smaller Easy and Bigger
- 18. Long Tail Search Demand Curve The Secret: Do not think in individual Searches for one Keyword. Think in aggregated Searches for several Difficult! Easy!!! Keywords. Very Difficult!
- 19. The Advantages of Long Tail SEO The Advantages: Long Tail SEO has Higher Conversion Rates with Lower Competition
- 20. Long Tail Keywords VS. Generic Terms GENERIC - Tons of Traffic… For What? TERMS - Lower Conversion Rate! - Difficult: Lot of Competition LONG TAIL - Less Traffic… Who Cares? KEYWORDS - Higher Conversion Rate! - Easy: Low Competition THE SEARCH DEMAND CURVE LONG TAIL
- 21. Long Tail Keywords Research Process • Test new Long Tail keywords through PPC • Find New Long Tail Keywords • Retargeting on Site SEO for New Keywords • Retargeting off Site SEO for New Keywords • Look at your statistics to find possible New Kws • Look at your competitors to find New Kws • Brainstorming, other sources • Starting again with the PPC test (Easier than SEO)
- 22. Long Tail Keywords are more than Long Keywords • Long Tail keywords are not only long keywords • Long Tail keywords can be short: – “Monaco McDonalds” (Only One) – “Monaco Starbucks” (No relevant results) – “DTP Bentley Manuals” (Specific enough) – “Monaco DTP” (No relevant results ) – Not need to add a third Word like: – “Monaco DTP Guide” or “Monaco DTP Services” • Long Tail Short Keywords results are more effective
- 23. Long Tail SEO is more than Long Tail Keywords Target: “Ferrari Car Dealer” Multilingual Long Tail SEO: “Concesionario Ferrari” (Spanish) International Long Tail SEO: Servers, Domains, On Site and Of Site SEO for Spain Local Long Tail SEO: Local Listing in Barcelona
- 24. Long Tail Strategy Combinations • Long Tail Keywords • Multilingual Long Tail SEO • International Long Tail SEO • Geographical Long Tail SEO • Local Long Tail SEO • Niche Long Tail SEO • Media Long Tail SEO (Mobile, Youtube) • Long Tail concept can also be applied to SMO and PPC • Long Tail Strategies are not mutually exclusive • Combine these Long Tail Strategies
- 25. Long Tail Opportunities For LSPs • As Multilingual SEO is one Long Tail strategy, LSPs have the opportunity to leverage their knowledge of languages by: – Utilizing Multilingual SEO to rank better in other languages – Selling Multilingual SEO, SMO and SEM to their clients as a service • As Geographical, International and Local SEO are also Long Tail strategies, LSPs can also leverage their presence in different countries and offices by: – Utilizing International SEO, Geographical SEO and Local SEO to sell more – Selling International SEO and International PPC to their clients • If you decide to sell SEO services along with your localization offering, we suggest you either learn the process first on your own company or partner with a company that can help you.
- 26. Q & A from GALA Connect “what is new around in SEO strategy, any new trending to be aware of, or just keep up with current (good) SEO plans” (From Jose Palomares) Clearly the more important new tendencies are Long Tail SEO and Social SEO. Social SEO is going to increase if Google+ is more successful. “hear about specific results from the presenters. Are they selling more thanks to SEO, or just selling better/easier due to having more info available to potential buyers?” (Also from José Palomares) We are selling more thanks to SEO. SEO was our first strategy to compete with the Big Boys and is still our best lead generation strategy. But SEO has become more complex so to maintain our competitive advantage we have to focus on Long Tail SEO strategies.
- 27. Other Q & A and Live Analysis Richard Estevez, CEO, Trusted Translations, Inc. restevez@trustedtranslations.com @_translaion_ Gustavo Lucardi, COO, Trusted Translations, Inc. glucardi@trustedtranslations.com @glucardi THANK YOU!
- 28. Appendix I: Domain Names • Country code top-level domain (ccTLDs ) www.domain.it Tip: Local Ip Hosting. (Geographical and International SEO) • Subdomains italiano.domain.com (Multilingual SEO) • Folder Language www.domain.com/italiano/ (Multilingual SEO) • Folder Geographical www.domain.com/italy/ Tip: Webmaster Tools. (Geographical SEO)
- 29. Appendix II: W3 Language Standards • HTTP Content-Language header (Server-Side configuration) Server: Apache/1.3.28 (Unix) PHP/4.2.3 / (…) Content-Language: en, fr, es • Language attribute on the html tag to set the document language <html lang="fr-CA" xml:lang="fr-CA" xmlns="http://www.w3.org/1999/xhtml"> • Language attribute on an element within the document <p>Chinese <span lang="zh-Hans" xml:lang="zh-Hans"> 中国科学院文献情报 </span>.</p> • Language attribute to define the language destination of the link <a hreflang="ES" href="http://www.w3.org/es">W3 en Español</a> • Language attribute to define other version of the document <LINK title=“Dutch Manual" type="text/html" rel="alternate" hreflang="nl" href="http://d.com"> • Meta element Content Language set with the content languages <meta http-equiv="Content-Language" content="en,fr,es" />
Hinweis der Redaktion
- What if I told you that with an initial budget of a $1,000 investment, you could sell millions on the web and acquire thousands of clients. Your initial reaction may be one of disbelief . They maybe one of confusion . Then you may even get a bit mad saying that it is impossible, and finally, you may reach a more logical state with a “tell me more” attitude. We are here to tell you more.
- - Why us? Somehow, this is exactly what we did. We started out with a $1,000 investment in Search Engine Optimization (SEO) and turned it into Millions in sales and captured over 5,000 clients using SEO. It wasn’t easy not was it fast. However, it is still very possible. Granted, before there was not as much competition online for localization, nevertheless, the same principles apply today . While you may have to spend a bit money more today , it is not about how much money you spend but more having the right strategy and dedication to the process . Our intent today is to try to pass to you, in the least boring way possible, our experiences and know-how to help you improve your online sales strategy by focusing on Search Engine Optimization , in particular the Long-Tail Strategy (which we Gustavo will discuss in detail) . In general, our idea is to present less and allow for real time analysis and QA.
- Prior to getting into the details of the strategy , I want to set the stage by taking about the foundational elements of SEO . To try to gauge the SEO level in the room, how many in this room consider themselves very knowledgeable about SEO , how many actually sell on the web today . Given the level of knowledge in the room, I will move quickly through the basics to get to the more advanced stuff. However, it is still important to go over them as they are the foundation of the more complex strategy. - The first basic concept is that SEO is more of a journey than a destination . To make things a bit worse, the road (in our case Google) is constantly changing .
- With that being said, there is some good news . There are certain rules and key elements of SEO that if you follow them will likely lead you generating sales over the web . You would be surprised how many large multinational companies with billions in marketing dollars do not follow even the most basic rules of search engine optimization. So let’s jump right in and look at the basic elements of a solid foundation for an SEO strategy .
- To give you a roadmap, here is the general flow of this discussion . First, I will go through the SEO essentials which include some important distinction and the 3 legs of SEO. Next Gustavo will take you through the Long Tail SEO Strategy, Examples and Opportunities for LSPs. Finally, we will try to leave ample time for plenty of Q and A and live analysis.
- Prior to starting on the elements of SEO , I want to go-over some Key Distinctions . Some people get confused the different acronyms related to Internet Marketing . One major confusion deal with Search Engine Marketing (SEM), Search Engine Optimization (SEO) and Pay Per Click (PPC). It is an important distinction as we will taking today more about SEO which has shown to be much more effective that a pay-per-click strategy by a very large factor . a) - To put it simply, Pay Per Click refers to Paid Search ads circled in Black, b) - SEO refers to actions you take to rank in the Natural Search Engine results shown here green and c) - SEM refers to both PPC and SEO. Another mini-distinction are terms used in conjunction with PPC . In the U.S. and most the world, Google Adwords is the main form of Pay Per Click. If you are targeting China you will be working with Baidu (Bydoo) and in Russia Yandex . While Gustavo will talk a bit later on how you can use Paid Ads to help with your SEO efforts. For now, we will keep PPC and SEO separate.
- Another key distinction, especially given the rise of Social Media, is between Social Media Optimization (SMO) and Social SEO . As we all know, the major players in the Social Media space are Facebook, Twitter and Linkedin , however, let’s not forget about Google Plus . 1) Social Media Optimization - Due to this boom in Social media activity, there has been a focus on how to use Social Media to generate traffic to your website and how to use it to sell more . One way some people try to accomplish this is through what is referred to as Social Media Optimization (SMO). This is where you get web traffic directly from the Social Media sites . 2) Social SEO - There is another way (in our opinion a much more effective way for B2B companies) is the use Social media to rank better on the leading search engines. This is referred to as Social SEO . To illustrate the difference, if you derive traffic directly from Facebook, you are probably doing a good job at SMO. The bad news is that traffic directly from Facebook does not normally convert into a sale . This does not mean that you need to trash your Facebook page. To the contrary , if structured correctly, you can use your Social media presence to rank better on Google . In our opinion, this is a much better strategy as traffic from Google has a much higher conversion rate into sales .
- Another important distinction for today’s discussion is between multilingual SEO and International SEO . 1) Basically, Multilingual SEO refers to actions you take to target a certain language speaker (for example translating your site ). 2) International SEO is about targeting individuals from a certain country. Common actions related to International SEO are locating servers in the country you want to target with local IP addresses and utilizing country domain names like .es,.it, etc. Then you can go even further have 3) local listing which is even more micro as you can focus in a city or even a specific region within a city.
- Now that we have gone over the key distinctions, we can start to dive into the heart of SEO . As Nietzsche (Nee-cha ) alluded to, in a perfect world, it would be great to know the essential things of building something before we actually build it . The same applies for building a solid SEO strategy. We have learned many things along the way we wish we would have known before hand. C’est la vie I supposed. You guys can now benefit from our mistakes . To build a successful SEO strategy you will need to focus on building three main pillars – 1) Keywords , 2) Onsite SEO or referred to also as OnPage SEO and 3) Offsite SEO or referred to as Off- Page SEO. As we will discuss, all three are critical to maintaining a successful SEO sales strategy. Some of the things I will say are very basic but are still necessary for a solid foundation. With this foundation , Gustavo will take you through a specific strategy that will directly lead you to Sales.
- The First Leg I am going to discuss is Onsite SEO or also referred to as On-Page SEO For those of you who something about SEO this is a good time to check your emails. The concepts I am going to go over are pretty basic. However, you would be surprised how many large companies ignore some of the basic rules of SEO. This strategy involves doing things on your site to improve your SEO. As you have complete control of your site, these are easy ways to improve your foundation for a successful SEO strategy. 1) First Important Element for SEO is your Coding. Sloppy coding can lead to worse results on the search engines and your conversions (for example, a slow loading site). 2) The next item is to ensure which is very basic is to have your Metatags right. This is not really as influential today but still a basic item to have (believe it or not many companies do not have Metatags with keywords) – One error is that can be serious is “keyword staffing” (such as placing too many keyword in the metatags, titles, content, etc. So try to stay away from that strategy. 3) Another basic element for SEO is the structure of your site . Having a good site structure will make it easier for Google to index your site correctly. In particular, “siloing” or grouping your page in clear sections, is helpful for the search engines. This is especially true for larger sites. 4) Another item often overlooked is having the right URLs with your Keywords . 5) Internal Linking is important which is having links to other parts of your site with Anchor Text with your keywords (Outgoing Linking or having links on your site to other sites is said by some to help but it has not been our experience) 6) Another 101 item is that the titles should carry your more important keywords . 7) As for content, it still reigns King . Having great content is one of the key components to your SEO strategy , not only for generating quality links but also to help convert your traffic to sales. Good Blogs are a good way to generate targeted traffic. 8) Finally, there are your Domains- which we discussed can help you focus on a certain region for international SEO.
- Offsite SEO is the second leg and a critical piece. This refers what you do outside your site. This leg with the right Keywords will drive the right traffic and sales . The are several elements to Offsite SEO which are becoming important while other are becoming more relevant . Trends in Offsite SEO - For example, getting links to your site through link exchange (swapping or paying for links) is becoming less relevant while the use of Link Bait continues to be important. Link bait refers to content or a feature on a website that causes people to link to a site . An example of link bait is having a free translation engine on your site or a currency converter. As you can see here, Social SEO or utilizing Social Media to improve your ranking on the Search Engines is very important. Having you site listed on an Authority Website is critical. For example, have your site link on the ATA’s website . Of the important items, last but not least, is having great content . The better content you have through blogs or your website content , the more likely people are going to link to your site . Content is king. Finally, you have small action such as Blog and Forum Posting, Press Releases, Link Exchange which help but are not as influential.
- Gustavo is going to talk much more about keywords, however, generally speaking finding the right Keyword is probably the most critical element to a great SEO sales strategy . A couple of basics. First, Keywords that bring the 1) most traffic are not the best keywords . You want keywords that convert into sales. 2) A Keyword has many words. I know it is singular. 3) Finally, finding the right keywords is a trial and error process which Gustavo will touch on as well. The rest I will leave to Gustavo.
- Now that we have gone over the basic building blocks, I want to transition the discussion to the strategy will really drive sales and results which is what we call the “Long Tail SEO Strategy”. It is the “secret” sauce of the SEO world even though the concept is well known. The real secret lies in how to implement this strategy to achieve the results you want. Gustavo Lucardi will go in-depth into this Long Tail Strategy but I will introduce the concept in general. The long tail is a concept that was made popular in a book by a man by the name of Chris Anderson when he analyzed why Amazon is successful . Basically, he attributed one of the reasons Amazon is more successful than Brick and Mortar shops is that they have an almost “infinite” capacity to carry inventory. After some analysis, Anderson demonstrated that the majority of Amazon sales came from smaller volume of sales of many titles rather than a high volume of sales from its best sellers . The concept cannot only be applied to SEO but, we believe, it is the THE path to success. So without further ado, I will hand over the mic to the SEO Guru, Gustavo Lucardi.