Introduction to Chinese Search Engine Marketing and Search Engine Optimization. Practical presentation that outlines tips, techniques and best practices to undertaking SEM & SEO in China.

1. The
Digital
Marke.ng
Experts
Chinese Search Engine Optimization
Understanding
the
Engines
&
Building
Successful
Sites
Version
1.0

2. Agenda
• The Chinese Search Landscape
• How Search Engines Work
• Conducting Keyword Research
• The Keyword Demand Landscape
• Link Building Strategies
• Social Media & the Web’s Influencers
• Search Engine Marketing: Google & Baidu
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3. Introduction to the
Search Marketing Landscape
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4. Chinese Search
4.9%
19.6%
Baidu
Google
Other
75.5%
Data
Source:
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5. Global Search
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6. Introduction and Tips for
Search Engine Optimization
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7. The SEO Pyramid
Algorithmic Ranking Factors
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8. Crawlability / Link Architecture
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9. Duplicate content & Canonicalization
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10. Canonical URL Tag
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11. 301 Redirects
302s
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12. Duplicate Titles & Meta Descriptions
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13. Search Friendly URL’s
http://http://www.chinatraveldesigner.com/tour-package/china-railway-trips/
Keywords in page name,
separated by hyphen
Single domain
Shallow folder structure
with relevant words
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14. Search UN-Friendly URL’s
Xyz3.chinatraveldesigner.com/a/?q=31z&mg=vv7z&sd=8
No keywords in the URL string
Unnecessary
Subdomain Dynamic URLs don’t perform as well
as static and engines recommend
against more than two parameters
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15. Fixing Broken Links & 404’s
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16. Blocking Robots (1)
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17. Blocking Robots (2)
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18. XML Sitemaps
www.sitemaps.org/protocol.php
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19. Webmaster Tools (Google)
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20. Webmaster Tools (Bing)
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21. Sitemap Tool (Baidu)
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22. Search Engine Guidelines
www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
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23. Title Tags
SinoTech
Group
–
Social
Media
Intelligence
Experts
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24. Meta Descriptions
“Sinotech
Group
has
developed
one
of
the
World’s
most
sophis.cated
Digital
Intelligence
plaVorms
to
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25. Tag Length Recommendations
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26. Anchor Text
Giantpanda
Giantpanda
I Guess the Page is
about Giant Panda’s.
Giantpanda
GGiantpanda
Giantpanda
hWp://www.Giant-­‐Panda.com”>
The
Giant
Panda
</a>
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27. Page Copy
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28. Image Alt Attributes
Good keyword
usage in the alt tag
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29. Meta Keywords Tag
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30. H1, H2, H(x) Tags
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31. Search Engine “Submission”
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32. Search Engine “Submission”
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33. Conducting
Keyword Research
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34. Identify High Value Keywords
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35. The “Best” Words/Phrases to Target
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36. Introduction to
Keyword & Query Charactoristics
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37. The Long Tail of Keyword Demand (1)
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38. The Long Tail of Keyword Demand (2)
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39. The Long Tail of Keyword Demand (3)
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40. The Long Tail of Keyword Demand (4)
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41. The Long Tail of Keyword Demand (5)
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42. Tips for
Keyword Research
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43. Start with Your Seed List
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44. Create Spreadsheet w/ these Columns
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45. Get Google Search Demand Numbers
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46. Guesstimate Conversion Rate
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47. Use PPC Campaign Data
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48. Add Keyword Difficulty Data
We like using a weighted average of
the Page Authority metric
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49. High Volume and Low Difficulty Terms First
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50. Conduct Competitive Metrics Analysis
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51. Tools Help Provide Scores
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52. Link Building Strategies
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53. #1-Manual Link Submission/Request
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54. #2-Competitive Link Research/Acquisition
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55. #3-Links Via Embedded Content
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56. #4-Linkbait & Viral Campaigns
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57. #5-Content, Technology & API Licensing
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58. #6-Partnerships, Exchanges & Trades
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59. #7-Paid Links
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60. #8-Link Reclamation
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61. Introduction and Tips for
Link Building Strategies
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62. Link for Individual Rankings
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63. Links for Domain “Authority”
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64. Links for Indexation
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65. Links for Traffic & Branding
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66. Links for Conversion
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67. Search Engine Marketing on
Google & Baidu
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68. China – Search Engine Marketing
Most companies use Baidu and Google to reach the Chinese
audience. They have SEM programs called:
• Baidu PPC Phoenix Nest
• Google Adwords
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69. Organic vs. Paid Search (1)
Paid
Organic
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70. Organic vs. Paid Search (2)
Paid
Organic
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71. Organic vs. Paid Search (3)
10% of Clicks
90% of Clicks
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72. Click-Through Rates
Click
rates
of
2007
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73. China – Search Engine Marketing
When considering the search campaign, note that Baidu Phoenix Nest
and Google Adwords both employ an account structure that consists
of 3 major levels:
• Campaigns
• Ad groups
• Ads and keywords
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74. Quality Score & Keyword Quality (Google)
Quality Score & Keyword Quality (Google)
Adwords:
Google Adwords Quality Score: Quality Score is re-calculated every time
your keyword is eligible to trigger an ad. Adwords Quality Score algorithm
differs when it is affecting ads on Google and the Search Network or ads
on the Content Network.
Google Includes Ad Position in Adwords Quality Score Calculation: As
click through rate (CTR) is one of the most important factors in ranking
ads, and normally the higher the ad ranks, the more clicks the ad gets.
Landing Page Load Time to Affect Adwords Quality Score: Optimize your
landing pages will improve the Quality Score of your Google Adwords
campaigns’ performance.
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75. Quality Score & Keyword Quality (Baidu)
Baidu Phoenix Nest:
Baidu PPC Keyword Quality: Ad ranking in Baidu’s new PPC system,
Phoenix Nest, is very much based on keywords’ maximum cost-per-
click (CPC) and keyword quality, after Baidu’s retires the old PPC
system. Factors in keyword quality includes click through rate (CTR).
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76. Keyword Matching & Click Reports (Google)
Keyword Matching & Click Reports (Google)
Adwords:
Adwords Search Query Report: Shows search queries that have led visitors to
your website through your Adwords ads, and connects the clicks to
conversions in most Adwords reports for all further keyword analysis.
Adwords Broad Match Keywords: A keyword match type that is used in
conjunction with negative match keywords to maximize the number of clicks,
discover new keywords, and reduce cost.
Adwords Negative Keywords: A keyword match type to reduce cost by
excluding irrelevant clicks. You can use negative keywords as negative
broad, negative phrase or negative exact in your campaigns or ad groups.
Adwords Separates Statistics for Google and Search Partners: Google reveals
the origins of clicks you have received by separately reporting clicks of
Google search and clicks of Search Network (Google’s search partners)
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77. Keyword Matching & Click Reports (Baidu)
Baidu Phoenix Nest:
Baidu PPC Search Queries: Shows search queries that have led visitors to your
website through your Baidu PPC ads, but does not connect the clicks to
conversions for any further keyword analysis.
A basic negative keyword matching can be applied to Baidu Phoenix Nest
campaigns.
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78. Ad Text Optimization
Ad Text Optimization
Adwords:
Adwords Dynamic Keyword Insertion: DKI helps you automate ad text
creation, allows you to minimize the time you spend manually creating and
managing your ad groups, ensures your ads are relevant and improves your
ads’ click through rates (CTR).
Adwords Trademark Keywords: Google’s trademark policies are applied on
ads and keywords, and differ from country to country. If your competitors
have infringed your company’s trademarked “terms” on Adwords, file
complaints through Google’s online trademark complaint procedure.
Baidu Phoenix Nest:
Dynamic keyword insertion can be applied to any ad text.
Note: You need to contact Baidu’s account management team to file
protection for your trademarked “terms”.
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79. PPC Editing Tools
PPC Editing Tools
Adwords:
Adwords Editor: When you have a large number of Adwords campaigns,
ad groups, ads and/or keywords, use Google Adwords Editor to
download your account, update your campaigns, ad groups, ads and/
or keywords offline, and then upload your changes to your Adwords
account. Adwords Editor shows Quality Score of your keywords and is
available in almost 40 languages. The tools includes keyword
opportunities tool and keyword grouper.
Baidu Phoenix Nest:
Baidu PPC Editor: A basic editor that allows you to create/edit
campaigns, ad groups, ads and keywords offline and then post
changes to Baidu Phoenix Nest.
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80. Conversion Optimization Tools, Auto-bidding Tool
(Google)
Adwords:
Adwords Conversion Optimizer Tips and Adwords Conversion Optimizer
Review: An optimization algorithm that manages your keywords’ cost-per-
click (CPC) bids by keeping the cost of each conversion below the maximum
cost-per-acquisition (CPA) you specify, based on your Adwords campaigns’
historical conversion data.
Adwords Conversion Optimizer Target CPA Bidding: Specify the average
amount (or actual cost) you will pay for a conversion and Targeting CPA
bidding will automate your keywords’ cost-per-click (CPC) bids.
Google Adwords Bid Simulator: Get estimation of cost, clicks and impressions
before setting your keyword’s maximum cost-per-click (CPC). Adwords Bid
Simulator’s prediction is based on your keywords’ bids and Quality Score, the
keyword bids and keyword Quality Score of your competitors, historical
search volume of Google.com and Google’s Search Network of your
keywords, and historical click volume of your keywords.
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81. Conversion Optimization Tools, Auto-
bidding Tool (Baidu)
Baidu Phoenix Nest:
Baidu offers no tool for your campaigns’ conversion optimization or keywords’
cost-per-click (CPC) auto-bidding.
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82. Conversion Tracking (Google)
Conversion Tracking (Google)
Adwords:
Adwords Conversion Tracking: Track Adwords keyword / ad group
performance/conversion for both search-targeted and content-targeted
campaigns by inserting a conversion tracking code snippet onto your
website’s confirmation / thank you page. Adwords conversion tracking
enables you to track purchases/sales, leads, sign-ups, and/or views of a key
page as conversions with or without a value assigned to your conversions.
Each Adwords conversion has a cookie period of 30 days and is reflected
in most Adwords reports.
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83. Conversion Tracking (Baidu)
Baidu Phoenix Nest:
Baidu PPC Conversion Tracking: A basic tool that offers multiple
conversion goal tracking. All you need is to insert a conversion tracking
code snippet onto your website’s confirmation / thank you page.
Note: Has a limitation on the number of URL’s that can be tracked
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84. Web Analytics
Web Analytics
Adwords:
Google Analytics: The world’s most widely-used, free web analytics tool
that gives you reports on your site’s traffic data. Google Analytics can be
set up in many customized ways to support your websites’ different tracking
requirements. If you run campaigns on multiple Chinese PPC search
engines, track PPC conversions in Google Analytics.
Import Google Analytics goal data into Adwords if you are not using
Adwords conversion tracking.
Baidu Phoenix Nest:
Baidu Analytics: A basic, free web analytics tool that offers traffic data
reports for your Chinese website.
Note: Baidu’s Analytics interface is only available in Chinese language.
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85. Keyword Tools, Keyword Trends (Google)
Keyword Tools, Keyword Trends (Google)
Adwords:
Google Keyword Tool: Offers search volume keyword data of the previous
month, average search volume of the past 12 months, and advertiser
competitions on the keywords.
Google Search-based Keyword Tool: Get new keyword suggestions based
on the actual search queries on Google and matched to specific web
pages of your website, that are not currently in your Google Adwords
account.
Google Insights for Search: Discover keyword trends of your website’s
industry based on geographical regions, and spot your competitors’ brand
strength.
Google Trends in Chinese: A simple version of Google’s Insight for Search,
in Chinese.
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86. Keyword Tools, Keyword Trends (Baidu)
Baidu Phoenix Nest:
Baidu Keyword Research Tools: Generate keywords from a “core
keyword” and/or from a URL that you enter. Download the list of
suggested keywords and/or add the new keywords to your Baidu
campaigns.
Google Trends vs Baidu Index: Discover Chinese search trends that
users typed into Baidu.
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87. Content Network Optimization (Google)
Adwords:
Adwords Content Targeting Optimization: Google enables you to manage
both search network ads and content network ads in one system, Adwords.
Optimize your content targeted campaigns using placement report,
conversion targeting tool, and site exclusion tool. Google Adwords’
matching takes your entire ad group of keywords and match semantically
and thematically to Google’s content network sites. You can further improve
the relevance of your targeting sites by applying Google content network
site exclusion. Restructuring will expand the “reach” of your content-
targeted campaigns.
Adwords Placement Performance Report for Google Content Network:
Reveals the referring sites’ URLs that have sent clicks to your Google content
network.
Google Content Network Performance Trends: This Google whitepaper
reveals content network makes up of 19.6% conversions of Adwords, CPA is
2.6% lower than the search network, and clicks are 28% less expensive than
the search network.
Google Adwords Display Ad Builder: Set up your display ads on Google’s
content network with pre-designed display/image ad templates.
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88. Content Network Optimization (Baidu)
Baidu Phoenix Nest:
Baidu Union: Baidu content network’s ad matching technique is still at a
pre-mature stage as it can only match keyword by keyword from your
campaigns to a site within Baidu’s content network. This often causes
your ads appearing on irrelevant content sites and can cause extremely
low conversion rates for the budget you have spent through Baidu
Union.
Note: To expand your campaigns’ reach in Baidu’s content network,
your only option is to increase cost-per-click (CPC) which will directly
increase your budget.
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89. Ad Re-targeting
Ad Re-targeting
Adwords:
Adwords Remarketing, Retargeting to Google Content Network:
Adwords Remarketing enables Google showing ads to visitors who
previously visited your site but did not convert, this time through ads on
Google’s Content Network.
Baidu Phoenix Nest:
Baidu has not officially launched any retargeting tools for ads.
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90. Big thanks to….
A large part of this presentation comes from the hard work of others… so
with big thanks and recognition to our friends at:
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91. About
Digital Jungle
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92. Digital Jungle Fast Facts
• Digital marketing specialists
• Global reach
• Independent
• Offices in Beijing, Shanghai & Hong
Kong
• Founded in early 2007
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93. World Class Digital Marketing Experience
• Delivering digital strategy and
execution services:
– Customer and competitor
insight
– Digital strategy
– Social Media Marketing
– Search Engine Marketing
– Affiliate Marketing
– Media Buying
• We work for global and domestic
organisations, across various
market sectors, helping our clients:
– Engage with their key
audiences
– Transform their business
– Maximise growth
93
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94. Our Commitment
The mission of Digital Jungle is to help our clients
improve their business position and gain real value
from their digital marketing investments
Through our expertise in social media digital
marketing programs and the application of
search, affiliate and online marketing, we commit
to:
Dr Matt McDougall, • Driving incremental direct revenue
CEO, SinoTech Group
• Generating ROI unrivaled by traditional media
• Protecting your online reputation
• Increasing your market share over your
competitors
• Building your brand awareness
We look forward to working with you.
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95. Thank You!
Dr
Mathew
McDougall|
maW@digitaljungle.com.cn
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@digitaljunglecn
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www.digitaljungle.com.cn
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