Mascus is a Finnish company that operates an online marketplace for heavy machinery. They have taken a truly global approach to SEO by implementing strategies across their 30+ country sites. Key aspects of their approach include developing unique, localized content; optimizing site structures and designs for each country; building high-quality links; and coordinating SEO activities globally. As a result, Mascus has seen large increases in traffic, achieving their goal of being #1 in search results worldwide for their industry.
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Global SEO Approach Case Study
1. Global SEO Approach Case Study Mascus – Finnish Company with a Truly Global SEO Approach IMC Helsinki, 2010 Your w ay t o b e no. 1 i n s earch e ngines w orldwide … Maciej Galecki CEO, Bluerank Tomasz Odrobinski Internationalization / Marketing Director, Mascus
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4. Your way to be no.1 in search engines worldwide… Few Words about Mascus
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6. First Truly Global Premium Media All Mascus ads are visible in all local portals More to Come
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8. Europe Licence partner s for 31 countries 35 O wn offices in 4 countries L ess than 10 custromers or n o sales ICMA members
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11. Marketing strategy – Mascus it… - Page Traffic - Loyal users Power of a brand Top of the mind brand Mascus it… Bring traffic in cost efficient way– SEO Balance Search Engine Traffic – Affiliates and Loyalty Communicate – build brand awareness User experience (Content/Website) Loyalty (MyMascus / Community) Reflect business of our customers (buyers/dealers/importers/exporters tools SEM SEO Link building Pay per clicks Co-operations Press Internet Internet - Internet Other affiliates Fairs Affiliates Communication Onsite communication PR (online, offiine) Newsletters Mailing campaigns Mascus Magazine
12. Your way to be no.1 in search engines worldwide… The SEO Process History
13. It all began in 2006… Your way to be no.1 in search engines worldwide…
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15. The Multilingual SEO Challenges Your way to be no.1 in search engines worldwide…
17. Project Organization - Page Central activities M ascus Headquarters Strategy decisions Onsite links, domains SEO – implementation (with IT) New SEO applications Content development ideas Synergy: PR, Blogs, Video Methodology, Reporting, Measurable Education and building awareness Identification of opportunities Benchmark Global Trends follow up Long term perspective Ethical Search Engine Mascus Local Team External Local SEO Team 1-Keyword analysis 2-Competitors Analysis 3-Meta, Titles - Localization 4-Targeting of key phrases 5-Targeting long tail phrases 6-Content development 7-Link Building Links submissions, Use of Mascus Partner own network, Partners and Affiliates, Blogs, Forum Marketing, Online PR, Social Media Universal Search, etc 8-9-PPC campaigns All Mascus Team Members Country Managers Keywords Analysis, Translation checks Mascus Local Team IT External Consultants SEO Manager BD Marketing External local SEO company Country Manager External local SEO company Country Manager External local SEO company Country Manager
18. Local Level SEO Approach Your way to be no.1 in search engines worldwide… SEO Vendor Experience and knowledge collected within organization Easy contact with Partners and Affiliates SEO is one of the priorities Local Mascus Team In-house SEO Knowledge and process outside the Local Partner In-direct contact with Partners and Affiliates SEO is the only priority (pay-per-performance model) Local Mascus Team
19. Your way to be no.1 in search engines worldwide… Activities – from strategy to operational work Strategy Tactics Operations (24 people working at this level)
20. The SEO Strategy Your way to be no.1 in search engines worldwide…
21. The SEO Tactics Your way to be no.1 in search engines worldwide…
22. The SEO „Everyday” Work Your way to be no.1 in search engines worldwide…
23. Your way to be no.1 in search engines worldwide… Examples of our Work 2006 2007 2008 2009 2010
50. New site – new search engine – new opportunities
51. Your way to be no.1 in search engines worldwide… Any Questions?
52. Thank you for your attention Maciej Galecki [email_address] Tomasz Odrobinski [email_address] Your w ay t o b e no. 1 i n s earch e ngines w orldwide …
53. Copyrights Information in this presentation is classified by the owner as confidential and intended for the exclusive attention of the recipient of this document. Any distribution or duplication of the content is possible only after receiving written permission from Bluerank Sp . z o.o. and Alma Media OY Mascus. Your w ay t o b e no. 1 i n s earch e ngines w orldwide …
Notas do Editor
Main advantages of SEO – relatively cheap, stable and high quality traffic that also builds credibility and brand awareness…
Once per month - d istributed to Magazines , Journalists , Cooperation Partners ; Published in ‘About Mascus’ ; Used in the Newsletters/Mailshots ; Used for SEO purposes (links included)
Content developments texts – Automatic and Custom ; Off site link building : PR publication , Forums activity , Blogs , Articles , Relevant pages links - All targeted .