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John Caldwell [email protected] 061 513267/ 01 5313061 086 2410295

SEO - Be found | John Caldwell | CreatorSEO

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Enterprise Ireland - eMarketing Event - Athlone - March 2014

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Page 1: SEO - Be found | John Caldwell | CreatorSEO

John Caldwell

[email protected] 513267/ 01 5313061086 2410295

Page 2: SEO - Be found | John Caldwell | CreatorSEO

1. Introduction

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• SEO

• PPC

• Social Media

• Videos

• Website ……

Internet marketing

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IM Strategy

Digital strategy:

Marker-place analysis:

Goals and KPI’s:

Strategy:

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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

• A Web presence is a greater influence than a "standalone" net site

www.creatorseo.com

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Key - SEO is a process Website and competition audit

Identify opportunities Analyse (Google Analytics) Website reach Website conversion

Develop plan

Document baseline

Implement changes

Analyse (Google Analytics)

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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

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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)

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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

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What a Search Engine Sees

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What a Search Engine Sees

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Understanding the Search Page

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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.

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The Golden Triangle

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2. Which? - search engines!

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Be found on the internet

• Ranking

= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..

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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 tag2 Search terms in the HTML body copy3 Search terms in bold typeface4 Search terms in header tags5 Search term in anchor text in links to a page6 PageRank of a page (the actual PageRank, not the toolbar PageRank)7 The PageRank of the entire domain8 Quality of link partners9 Type of backlinks that bring anchor text juice for search terms10 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

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There are hundreds of Search Engines

… but you can get very good results by optimising the site for the primary search engines

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Be found on the internet

• Ranking

= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..

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Be found on the internet

• Ranking

= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..

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Be found on the internet

• Ranking

= 2a+0.7b+12c+9d+2(a-b+d)-1.5e+2f …………..

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World-Wide Search Engine Market Share

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Search Engine Market Share

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Search Engine Market Share

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3. SEO Strategy

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Strategy

• Language? Culture?

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Search Pyramid

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Search Pyramid

You have to get these right first

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Search Pyramid

Before you get these right first

Loca

l qua

lity

cont

ent

is

king

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Hummingbird and Carousel

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The search demand curve

Source: SEOMoz

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Search and targeting

1

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Search and targeting

1 2

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Search and targeting

1 2 3-4

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Search and targeting

1 2 3-4 4+

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4. Geographic

Targeting

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

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Trading internationally

• Common situations:– one country, several languages– one language, several countries

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Trading internationally

• What can be done?– domains by country?– main domain and subdirectories per

language?– main domain and directories per

language?

– Geo targeting on Google

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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?

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Trading internationally

• 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)

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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

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Trading internationally

• 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

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5. Competition

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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

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Search is a process

www.creatorseo.com

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6. PPC versus SEO

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PPC versus “Organic” SEO Pay-Per-Click “Organic” SEO

ü results in 1-2 days

ü easier for a novice or one with little knowledge of SEO

ü ability to turn on and off at any moment and easily updated!

ü results take 2 weeks to months

ü requires ongoing learning and experience to achieve results

ü very difficult to control flow of traffic

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PPC versus “Organic” SEO Pay-Per-Click “Organic” SEO

ü generally more costly per visitor and per conversion

ü fewer impressions and exposure

ü easier to compete in highly competitive market space (but it will cost you!)

ü generally more cost-effective, does not penalize for more traffic

ü SERPs are more popular than sponsored ads

ü very difficult to compete in highly competitive market space

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PPC versus “Organic” SEO Pay-Per-Click “Organic” SEO

ü Ability to generate exposure on related sites (AdSense)

ü ability to target “local” markets

ü better for short-term and high-margin campaigns

ü ability to generate exposure on related websites and directories

ü more difficult to target local markets

ü better for long-term and lower margin campaigns

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Which one?

• You shouldn't be limited to SEO or PPC.

• Integration is the best approach. Each has different strengths and weaknesses.

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7. Audience

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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

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8. Local content

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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

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9. Design and

usability

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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

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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

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10. Be local

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

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11. Tools

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Tools to use

www.mysiteperformance.com

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12. Google guidance

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Guidance

• Create useful page titles

• Use informative URLs

• Provide relevant page descriptions

• Add your business to Google Places

• Manage your site links

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Guidance

• Value proposition

• Call to action

• Relevance

• User experience

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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?

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Some Final Tips

• Get a local mailing address

• Send website visitors to the right domain

• Speed

• Add Google translate to your site

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Some Final Tips

• Country Top Level Domain's automatically associated to country

• Webmaster tools help directories-by-country sites

• Host in country

• Cross domain canonical links

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Final slide - SEO is a process Website and competition audit

Identify opportunities Analyse (Google Analytics) Website reach Website conversion

Develop plan

Document baseline

Implement changes

Analyse (Google Analytics)