Be found EI Presentation March 2014

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

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

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

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
 AWeb presence is a greater influence than a
"standalone" net site
www.creatorseo.com

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

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

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)

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
 Spiders read text and nothing else

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.

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

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 :)
21. Geo located search results
22. Rate of new inbound links to your site
23. Relevance of inbound links - subject specific relationship with target page negative factors too:
24. 404s, 414s etc
25. duplicate title/meta tags
26. Participation in link schemes
27.Quantity of backlinks
28. Quantity of linking root domains
29. Quality of linking root domains
30. Link distance from higher authority sites
31. Outgoing followed links from back linked pages

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

World-Wide Search Engine
Market Share

Strategy
 Language? Culture?

Search Pyramid
You have to get
these right first

Search Pyramid
Before you get
these right first
Localqualitycontentisking

The search demand curve
Source: SEOMoz

Search and targeting
1 2 3-4 4+

4. Geographic
Targeting
Google.ie, Google.co.uk, Google.de, Google.fr……

Trading internationally
 Common situations:
 one country, several languages
 one language, several countries

 What can be done?
 domains by country?
 main domain and subdirectories per language?
 main domain and directories per language?
 Geo targeting on Google

 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?

 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)

 Directories by country/language
 Cheaper
 Less technical resources required
 Easier to manage and coordinate
 Directories contribute to increase the general
relevancy of a domain

 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

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

Search is a process
www.creatorseo.com

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 2 weeks to
months
 requires ongoing learning
and experience to achieve
results
 very difficult to control flow
of traffic

 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

 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

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

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

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

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

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

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

Tools to use
www.mysiteperformance.com

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

Guidance
 Value proposition
 Call to action
 Relevance
 User experience

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?

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

Some Final Tips
 CountryTop Level Domain's automatically
associated to country
 Webmaster tools help directories-by-country
sites
 Host in country
 Cross domain canonical links

Final slide - SEO is a process
 Website and competition audit
 Identify opportunities
 Website reach
 Website conversion
 Develop plan
 Document baseline
 Implement changes

Be found EI Presentation March 2014

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