Enterprise Ireland - eMarketing Event - Limerick - June 2015

1. Data Analytics and SEO
to grow your
International Business
Enterprise Ireland eMarketing Event
Using the Internet to Compete in International Markets John Caldwell
john@creatorseo.com
061 513267
086 2410295

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

3. It All Starts With Strategy
SEO is a set of processes that can be used to optimise the natural ranking of a
website or web page in order to achieve a defined Search / Marketing Strategy
The strategy can include:
• Targeting a particular market
• Which country or countries
• Focussing on a region
• Emphasising particular products
• Etc…
Reach Act Convert Engage
Digital strategy:
Customer
analysis
Competitor
benchmarking
On-line partner
analysis
SWOT
Marker-place analysis:
Vision and
mission
Goal setting Analytics
Managing digital
marketing
Goals and KPI’s:
Segmentation and
targeting
Brand position and
value proposition
Engagement and
content strategy
Integrated
communication
strategy
Strategy:

4. Evaluate where you are now and make the right decisions
Data Analytics

5. What is a good result
Data Grade B Grade A Failed
Page views 1,500 1,000 125
Time on site 2.43 2.01 0.43
E-mail sign ups 10 12 2
Purchased 4 10 1

6. Analytics to understand customers and to drive marketing!

7. 7
General Sources of Internet related data
• Webtrends, Google Analytics or other analytics program
• Database logs/reports
• Search engines
• Collected data (user login data, feedback forms, newsletters, third party
systems / services, surveys, etc.)
• Environmental information – industry bodies, government, blogs, etc.

8. Google Analytics and Webmaster Tools

9. Mysiteperformance and Google keyword checker
• Test your site on - www.mysiteperformance.com

10. Google Alerts & Google News & Google Publisher

11. Selected digital analytics point solutions
Function/Feature Vendor
Attribution C3 Metrics
Ebay Enterprise (Formerly ClearSaleing)
Convertro
Visual IQ
Benchmarking Alexa
Compete
Doubleclick Ad Planner
Google Trends
Clickstream analysis Bing Webmaster Tools
Google Webmaster Tools
Piwik
Site Meter
StatCounter

12. Selected digital analytics point solutions contd.
Function/Feature Vendor
Real-time analytics Absolutdata
Anametrix
Chartbeat
GoSquared
Woopra
Tag management BrightTag
Ensighten
SiteTagger
TagMan
TealiumiQ
Testing (A/B and multivariate) AdWords Campaign Experiments
Maxymiser
Optimizely
SiteSpect
Wingify

13. Selected digital analytics point solutions contd.
Function/Feature Vendor
Voice of customer iPerceptions
Concept Feedback
Foresee
Loop11.com
OpinionLab
UserTesting.com
Source: Third Door Media

14. • Data is a strategic asset
• Can be a key differentiator for
sustained growth, efficiency
and compliance
• Most data models tend to are
siloed, outdated and too
narrow

15. Knowledge
Information / Understanding
Data / Facts

16. Most businesses are
Data rich and Knowledge poor

17. Data rich and Knowledge poor
Look at the past Use data to drive Understand signals to
changes shape the future
Hindsight Insight Foresight

18. Things you need to look at.....
• Identify the metrics that matter
• Use metrics that are actionable – that
lead to making a change
• Proper configuration – accurate data on
numbers that matter
• Act on what you find
• Internet objectives, customer experience,
engagement.
• How good is the acquisition strategy?
• What is the visitor loyalty & recency?
• What is not working or broken?
• What is working?....Top Landing Pages
• Are you making money or noise?
• What content makes us most profit?
• How sophisticated is the search strategy?
• What are your goals and targets?
• Can the marketing Campaign
conversions/outcomes be optimised?.
• Are you helping the already convinced buyers?
• What are the competition doing?

19. • And there are many more
I have lots of Data ..... so what?

20. • And there are many more
I have lots of Data ..... so what?

21. Marketing
incl. SEO
Customer
Needs
Data

22. Marketing
incl. SEO
Customer
Needs
Data
Growth Hacking

23. Marketing
incl. SEO
Customer
Needs
Data
Growth Hacking
 Analytics
 Audit/review = Baseline
 Create a dashboard
 Perform AB Testing
 Create interventions
 Make changes
 One Metric That Matters?
 Talk to customers
 Make more changes

24. Marketing
incl. SEO
Customer
Needs
Data
Growth Hacking
 Analytics
 Baseline
 Create a dashboard
 Perform AB Testing
 Create interventions
 Make changes
 One Metric That Matters?
 Talk to customers
 Make more changes
Analysebeforeandafterchanges

25. Your challenge is to become:
Data rich and Knowledge rich!

26. Search engines – How they work?

27. 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

28. What a Search Engine Sees

29. Understanding the Search Page
Paid adverts
(PPC)
Paid adverts
(PPC)
Natural or
Organic Search
(SEO)
News

30. The Golden triangle

31. Which? - search engines!

32. search engines and social media
are the gatekeepers of your
Content visibility

33. If your not on page 1
of search results
you don’t exist!

34. Be found on the internet
• Ranking – its just a
formula….
=
2a+0.7b+12c+9d+2(a-
b+d)-1.5e+2f …………..
• … but Google has more
than 250 items in its
algorithm
• … and growing
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. Diversity of link partners too
21. Geo located search results
22. Rate of new inbound links to your site
23. Relevance of inbound links
24. 301s, 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

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

36. … 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 …………..

37. … and let’s not forget

39. World-Wide Search Engine Market Share

40. Strategy
Target audience: Language? Culture?
what
why
whowhere
when

41. Search Pyramid
Social
Link Building
Keyword Research &
Targeting
Accessible Quality Content
You have to get
these right first
Before you get
these right

42. Hummingbird and Carousel

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

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

45. Main aspects
• Multilingual sites
• URL structure
• Language selection
• Keywords can be different in different countries
• Auto-translation
• Character encoding
• Meta tags and rel-alternate-hreflang links
• Geotargeting
• URL structure (ccTLD)
• Server location
• Webmaster tools
• Meta tags
• Use “rel-canonical” and “rel-alternate-hreflang”

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

47. Trading internationally
• What can be done?
• domains by country?
• main domain and subdirectories per language?
• sub domains?
• Geo targeting on Google

48. 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?

49. Trading internationally
• Sub-domains or Domain name alias
• us.creatorseo.com
• fr.creatorseo.com
• de.creatorseo.com
• 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)

51. 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

52. 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
• … but are a more integrated approach than having a number of
unrelated domain names
X

53. Don’t forget to include the necessary language signals
• Meta language tag
• <meta http-equiv="content-language" content="en-gb">
• <meta http-equiv="content-language" content="en-ie">
• HTML language / country definition
• <html lang="en-gb">
• Link element to different language-locales pages
• <link rel="alternate" href="http://example.com/en-ie" hreflang="en-ie" />
• <link rel="alternate" href="http://example.com/en-ca" hreflang="en-ca" />
• <link rel="alternate" href="http://example.com/en-au" hreflang="en-au" />
• <link rel="alternate" href="http://example.com/en" hreflang="en" />
• Block automated translations in robots.txt

54. WordPress Multisite

55. WordPress Multi site
Questions
»Can each site have an independent URL? – Yes
»Can each site have a different user? - Yes, but there has to be a primary administrator
»Is there a master administrator for all the sites? - Yes, this administrator is key
»Does each site have its own database? - no, but there are tables that define each sub-site
»Is the theme area distinct for each site? - Themes are managed centrally, but each site can use
any one of the available themes
»Is it possible to split the sites from the multi-site? - Yes, bit fiddly but can be done
Company confidential - Fleetminder May 2015qqqqPage 55

56. WordPress Multisite — the Pros
»Growth: Community members with the right access permissions have the ability to set up new
sites when they need them, without relying on a potential bottleneck in the IT department. A
multisite has a Network Admin, and each micro-site has its own local admin. Local admins can
be given the ability to add sites for new events, product campaigns, gallery openings, etc.
»Streamlined site updates: For the administrator of a multisite, one WordPress update applies
to all the sites, and the same is true for plugin updates.
»Control: With Multisite, the Network Administrator installs the plugins and themes that the
sites can use. For standalone sites, plugins can be loaded at any time from any source by the
site administrator.
»Content Syndication: Sites in a Multisite network do not automatically share content, but
plugins can be set up to read content from one site to another, without having the overhead of
making an HTTP request to a remote site. Be wary of duplicating content, though.
Company confidential - Fleetminder May 2015qqqqPage 59
WordPress Multi site

57. WordPress Multisite — the Cons
»Some plugins do not work with Multisite.
»Individual site admins cannot add plugins to their site; they must request them from the
network administrator.
»Individual site admins cannot edit the theme files available to the multisite network. They can
use plugins such as the Custom Style plugin to make CSS changes to their individual sites.
»If a theme is changed, it is changed for all networked sites using the theme. If a plugin is added
or deleted, it will affect all sites that are using that plugin.
»Multisite uses more memory per page than a standalone site.
»The sites in a Multisite network are all sharing one single database. This can tax system
resources on high-traffic sites, affecting all sites in the Multisite network.
Company confidential - Fleetminder May 2015qqqqPage 60
WordPress Multi site

58. WordPress Security

59. Company confidential - Fleetminder May 2015qqqqPage 62
WordPress Security
Core Upgrades (WordPress)
Preventative Maintenance
Plugin Updates
Enterprise Grade Network Security
Backups
Backups and Restore
Spam minimisation
Uptime Monitoring & Performance Scans
Monthly Maintenance Report
Database Cleaning & Optimisation
Remove Malware
Scan and Fix any broken links
Inbound Marketing Support and CMS Review
Advanced Reporting Metrics & Competitive Analysis Tools
Web Support Tickets (Monthly)

60. Competition

61. 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

62. PPC versus SEO

63. 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

64. 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

65. 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

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

67. Audience and content

68. 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

69. Strategy needs to consider Technology
Desktop
Mobile
Browser
Operating System

70. Source: KPCB

72. Google’s mobile friendly update (April 2015)
Source: Top 10 results for 15,235 search queries the week of April 17th (before the
change), and again the week of May 18th - Stone Temple Consulting

73. 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

74. Design and usability

75. 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 seconds to impress!
• Optimised for visitors
• Target audience
• Easily found by the target audience
• Content must be dynamic and interesting

76. 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

77. Be local

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

79. Google Rules - Google Algorithm Updates

80. Major Google Updates
• Quality Update – May 2015
• Mobile Update – April 2015
• Panda 4.0 — May 2014
• Hummingbird — August 2013
• Penguin 2 — May 2013
• Penguin — April 2012
• Panda 3 — November 2011
• Panda 2 — April 2011
• Panda/Farmer — February 2011
• Caffeine (Rollout) — June 2010

81. Major Google Updates
• Panda 4.0 — May 2014
Even more focus on the quality of the content
• Hummingbird — August 2013 (Fast and precise)
Completely new algorithm release – focus on semantic search and includes Google Knowledge
Graph and geo-locating
• Penguin — April 2012
Tighter focus on implementation of Google Webmaster Guidelines and crack-down on black-hat
SEO (less bad-links)
• Panda — February 2011
Crack-down on low quality sites and duplicate content. More focus on authority and
trustworthiness
• Caffeine (Rollout) — June 2010
Google web index update – improved search speed and user experience

82. Panda 4.0 – It’s mainly about quality,
• Conclusion I. “Content Based Topical Authority
Sites” are given more SERP Visibility compared to
sites that only cover the topic briefly.(even if the
site covering the topic briefly has a lot of generic
authority). More articles written on the same
topic increase the chances for the site to be
treated as a “Topical Authority Content Site” on
that specific topic.
• Conclusion II. Sites with High User Interaction
measured by shares and comments got a boost.
• Conclusion III. Thin Content and Automatic
content is deranked, even if it is relevant.
• Conclusion IV. Sites with clear navigational
structure and unique content got boosted.
Matt
Cutts

83. Google guidance

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

85. Guidance
• Create useful page titles
• Use informative URLs
• Provide relevant page descriptions
• Add your business to Google Places
• Manage your site links
• Value proposition
• Call to action
• Relevance
• User experience
• Relevant and unique content

86. Some Final Tips
• Get a local mailing address
• Send website visitors to the right domain
• Speed
• Use a translator!

87. Some Final Tips
• Country Top Level Domain's automatically associated to country
• Webmaster tools help directories-by-country sites
• Host in country
• Use Data to gain information and knowledge and develop the right strategy!

88. We are local
John Caldwell
john@creatorseo.com
061 513267/ 01 5313061
086 2410295