[2024]Digital Global Overview Report 2024 Meltwater.pdf
Uktinw online marketing-july2012
1. International Search Marketing for Export Success
– incorporating Social Media Marketing
Jan Klin
Jan Klin & Associates
01928 788100
07946 513521
jan@janklin.com
www.janklin.com
(c) Jan Klin & Associates 2011
2. What we’ll cover…
SEO – Search Engine Optimisation
– Local and international
Pay per Click Advertising
Links, internationlisation and localisation
Social Media Marketing
– Facebook, Twitter, Youtube, Blogging
(c) Jan Klin & Associates 2011
4. SEO -Still the main method..
(c) Jan Klin & Associates 2011
5. SEO– Maximising your position in the hitlist
Click throughs dissipate as we move down the list
36% of internet
users perceive a
company in the
top search
engine rankings
to be a major
brand
Source: iProspect
search engine
branding survey
(c) Jan Klin & Associates 2011
6. Search Engine Market Share-International
www.searchenginewatch.com
www.searchenginecolossus.com
http://www.searchenginelinks.co.uk/link-48.html
Google’s not the only show I town…
Baidu – China
Naver – Korea
Yandex – Russia
Are dominant in their respective
countries
(c) Jan Klin & Associates 2011
14. Google – ‘Universal Search’ and DAO (Digital Assets
Optimisation)
Content retrieved
from:
Google maps,
news, images,
You Tube, Blogs,
Facebok, Twitter,
LinkedIn
MySpace, video ,etc
(c) Jan Klin & Associates 2011
15. Google Base – Shopping Results
Google Base – shopping results
(c) Jan Klin & Associates 2011
16. Google Places – will be integrated with
Google Plus – see ‘local’ button
-Address details on optimised (home) page
- Geo info in ‘title’ tag
-Entry in local directories – eg Yell
-Entry in Tripadvisor if you are a hotel
(c) Jan Klin & Associates 2011
17. Strategy
and Process
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content around keyphrases on webpages
– Utilise correct ‘keyword density’
– Check/correct internal linking
4.Optimise metadata for the keyphrases
5. Implementing the changes
– Phase the approach to new pages
6.Build Backlinks to your site
7. Monitor, Measure and Modify
(c) Jan Klin & Associates 2011
19. Are you in the Google index?
Site:www.yourdomain.com
Use the ‘Site’ command
with your domain name
at the Google search box
For Example:
Site:www.businesslinkke
nt.com
497 web pages in the
index
(c) Jan Klin & Associates 2011
22. Getting the right domain
and hosting
UK company
Targeting the UK
In UK English
Weak on inbound links
.com domain
But - Google thinks it’s NORWEGIAN
– Because that’s where it’s hosted…….
(c) Jan Klin & Associates 2011
23. International traffic Issues
Search engines will use the top level
domain (TLD) to assess where you want
traffic from (eg - .co.uk, .de, .it etc)
If you have a .com (or .net, .info etc) they
will use your hosting location to determine
this
Use Google Webmaster central to override
this and tell Google where you want traffic
from
(c) Jan Klin & Associates 2011
24. Strategy
and Process
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content around keyphrases on webpages
– Utilise correct ‘keyword density’
– Check/correct internal linking
4.Optimise metadata for the keyphrases
5. Implementing the changes
– Phase the approach to new pages
6.Build Backlinks to your site
7. Monitor, Measure and Modify
(c) Jan Klin & Associates 2011
25. Strategy and Process
The right keywords or
keyphrases are the
starting point for our
strategy
50%
Traffic from a variety 40%
30%
of uncommon phrases? 30%
22%
24%
– Eg ‘marketing training 20% 15%
courses Manchester’ 9% 9%
10%
One big win on a major 0%
1 word 2 3 4 5 6
phrase? words words words words words
– Eg ‘Training courses’
– ‘personal loans’
(c) Jan Klin & Associates 2011
26. Keyphrase Selection
It’s a two stage process…
1. Developing the Initial List
2. Refining and shortlisting your choices
See
http://janaklin.blogspot.com/2005/06/lesson-3finding-keyphrases-to
(c) Jan Klin & Associates 2011
27. Developing the Initial List
- Brainstorm with your self and others you work with
- Look at what competitors use (‘view’; ‘source’ then see the meta data and
visible text)
- Any brand names or generic product types which are relevant
- Study your web stats for keyphrases which have driven people to your site
- Take you mates down the pub and ask them what they would type in to find you
- Use web based tools eg Google Keyword Tool:-
- You could even ask your customers and suppliers
(c) Jan Klin & Associates 2011
30. Keyphrase Analysis
Or…run a pay per
click campaign!
– 3 months
This way you’ll find
out what really works
– What converts to
sales or enquiries
(c) Jan Klin & Associates 2011
31. What are the main factors to consider when
selecting and prioritising keyphrases?
Search Volume – the number of monthly searches
– The bigger the better?
Business Relevance – how important is this term to my
business
Keyphrase relevance – what is the searcher looking for
when using this phrase
– Single word phrases are not good as its difficult to know the
searchers intent
– Phrases can have different meanings ‘eg ‘cold treatment’
– Mix ‘long tail’ and ‘head phrases’
Competition – how much competition is there for this
phrase
(c) Jan Klin & Associates 2011
32. What do you do if there’s no direct
translation?
“City breaks” has no direct
equivalent in:
– French
– German
– Dutch
– Spanish
– Italian
(c) Jan Klin & Associates 2011
35. Strategy
and Process
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content around keyphrases on webpages
– Utilise correct ‘keyword density’
– Check/correct internal linking
4.Optimise metadata for the keyphrases
5. Implementing the changes
– Phase the approach to new pages
6.Build Backlinks to your site
7. Monitor, Measure and Modify
(c) Jan Klin & Associates 2011
36. Major Ranking Factors
On Page Factors (‘Entry Ticket’)
– Metadata – title, keyword, description, H1
– Visible (readable) html content
– Internal links
Off Page Factors (‘Competitive Differentiators’)
– Inbound link infrastructure
– Directories, blogs, pr sites, etc, etc..
– Domain trust – age, age of links
Behavioural (less important generally , BUT will
become more important)
– Number of visits, length of stay, social media activity…
(c) Jan Klin & Associates 2011
37. Textual content is King
There is no substitute for good
‘keyword rich’ content
– At least 200-250 words
– Content semantically related
to keywords (LSI)
Eg, valentine, love, hearts,
romance
Focus on natural writing of
copy
Add new relevant content as
often as you can
– Use pdf’s, word documents
– New pages with related
content – eg history,
background, instructions
(c) Jan Klin & Associates 2011
38. The Keyword Density
Issue for Visible Text
What do you think of this bit of
copywriting!
Our Yellow widgets are the best in the
UK and if you buy our yellow widgets
you will be sure you have bought the
best yellow widgets you can buy and
absolutely envied by the rest of the
yellow widget buying community both
here in the UK and the rest of the
yellow widget buying community
throughout the world. Yes, you really
need to buy our award winning yellow
widgets. Click here to buy yellow
widgets
1%-3% is ideal (keep below 10%)
Check you density with:
– www.ranks.nl/tools/spider.html
(c) Jan Klin & Associates 2011
39. Google’s ‘Panda’ Update –
Emphasis on Quality Content
-Sites with copied content are
getting penalised
-Emphasis needs to be on original
and interesting content
-Copy writing needs to be a
priority activity of SEO
-’Duplicate content’ is a definite
no – no
-Also ‘fresh’ content favoured
(latest update)
(c) Jan Klin & Associates 2011
46. In summary
Write (good quality) text as naturally as possible
Check afterwards that the target phrase(s) is
included the right number of times
– 3 repetitions per 100 words is generally enough.
– Punctuation not important
The phrases can be included in:-
– The main text
– Header tags (h1, h2 etc)
– In in-text links
– In navigation links
– In footnotes
– In ‘alt’ tags
(c) Jan Klin & Associates 2011
47. Strategy
and Process
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content around keyphrases on webpages
4.Optimise metadata for the keyphrases
Title tag, description tag, keyword tag,
H1 Tag (see lloyd and Asg)
5. Implementing the changes
– Phase the approach to new pages
6.Build Backlinks to your site
7. Monitor, Measure and Modify
(c) Jan Klin & Associates 2011
52. IMPORTANCE OF TITLES
Eye Tracking Study
2/3 of the time users initially
looked at a listing for 7/100 of a
second
Predominately looked at titles
Across all Yahoo! searches,
participants focused on the titles
first and foremost, with fewer
reading the fine print of the
listing
Source: Marketing Sherpa Study, August 2005
(c) Jan Klin & Associates 2011
55. Optimising your Metadata-
Important that the tags show a theme between
each other and the visible content
Title tag
– No more than 10 words, use hyphens, commas pipes (|) as
delimiters
– Main keyphrase at the beginning of the tag
Keyword tag
– No more than 4 words
– All lower case
– Separated by a comma then a space
Eg web marketing, ecommerce training, internet consultancy……
Only include phrases WHICH ARE ON THE PAGE!
Description tag
– No more than 25 words
– Should contain keywords – up to 3 repetitions
– ‘salesy’ to encourage click throughs
(c) Jan Klin & Associates 2011
56. Major Ranking Factors
On Page Factors (‘Entry Ticket’)
– Metadata – title, keyword, description, H1
– Visible (readable) html content
– Internal links
Off Page Factors (‘Competitive Differentiators’)
– Inbound link infrastructure
– Directories, blogs, pr sites, etc, etc..
– Domain trust – age, age of links
Behavioural (less important generally , BUT will
become more important – social media)
– Number of visits, length of stay
(c) Jan Klin & Associates 2011
57. Strategy
and Process
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content around keyphrases on webpages
4.Optimise metadata for the keyphrases
Title tag, description tag, keyword tag,
H1 Tag (see lloyd and Asg)
5. Implementing the changes
– Phase the approach to new pages
6.Build Backlinks to your site
7. Monitor, Measure and Modify
(c) Jan Klin & Associates 2011
59. Where do links come from?
Directories
– General
– Industry specific
– Some free some paid for
Strategic Partnership links
Reciprocal links
In newsgroups and other forums
Portals
– Geographic
– ecommerce
In Blogs
Banners
Affiliates
Social Media sites
(c) Jan Klin & Associates 2011
60. Strategy
and Process
1. Auditing your current performance
2. Strategic selection of keyphrases
3. Build Content around keyphrases on webpages
4.Optimise metadata for the keyphrases
Title tag, description tag, keyword tag,
H1 Tag (see lloyd and Asg)
5. Implementing the changes
– Phase the approach to new pages
6.Build Backlinks to your site
7. Monitor, Measure and Modify
(c) Jan Klin & Associates 2011
61. Google Analytics – free and
comprehensive
(c) Jan Klin & Associates 2011
62. Phone Call Tracking
Visitor level call tracking possible by
generating unique numbers for every
visitor
We can track..
– PPC or SEO
– Specific keyword typed
– Visited direct or via a directory/link
– Offline campaigns can be integrated
Benefits
– Which keywords are driving
sales/enquiries and which are not
– Which regions are most important
– Phone calls can be listened to for
improvements
(c) Jan Klin & Associates 2011
63. More on international SEO
and localisation…
(c) Jan Klin & Associates 2011
64. Websites and Localisation –
Why bother with translation? www.cilt.org.uk
(c) Jan Klin & Associates 2011
65. An example
www.noisekiller.co.uk
European focus with Italian
distributor
Part of website translated
into Italian
Used Italian web designer
to produce Italian pages
ECR service is useful here
(c) Jan Klin & Associates 2011
66. Mistranslation Examples
“Please dial 7 to retrieve your auto
from the garbage”
Mistranslation: Hotel Rome
(c) Jan Klin & Associates 2011
67. Mistranslation Examples
“Why go somewhere else to be cheated
when you can come here”
Mistranslation: Indian shop window
(c) Jan Klin & Associates 2011
68. Mistranslation Examples
“Please hang yourself here”
Mistranslation: Hotel cloakroom, Berlin
(c) Jan Klin & Associates 2011
69. Mistranslation Examples
“Nothing sucks like an Electrolux”
Mistranslation: Ad targeting the US
(c) Jan Klin & Associates 2011
70. Mistranslation Examples
“You are welcome to visit the cemetery where
famous Russian and Soviet composers, artists
and writers are buried daily except Thursdays”
Mistranslation: Moscow hotel lobby
(c) Jan Klin & Associates 2011
72. International Sites – B2B
See IBM – Planet wide
– http://www.ibm.com/planetwide/select/selector.html
– See locations which prefer English
(c) Jan Klin & Associates 2011
78. What do we need to do?
Decide on approach – landing pages, separate sites, one domain,
a mixture?
Translate pages and website changes
– Which languages?
– How many pages?
– Include metadata
– Navigation – flags, maps
– Keyword research – ask customers, keyword tool
Search engine necessities
– Submissions – eg Yandex, Baidu
– Settings – geotargeting
– Coding issues – hreflang
– Site mapping
(c) Jan Klin & Associates 2011
79. Webmaster Tools for Geo-targeting
Set up xml
sitemaps for each
country version of
your site…
– Eg
(c) Jan Klin & Associates 2011
80. Webmaster Tools for Geo-targeting
See example at
Google Webmaster
Tools…
http://support.google.com/
webmasters/bin/answer.py?
hl=en&answer=2620865
(c) Jan Klin & Associates 2011
82. Getting the right domain
and hosting
UK company
Targeting the UK
In UK English
Weak on inbound links
.com domain
But - Google thinks it’s NORWEGIAN
– Because that’s where it’s hosted…….
(c) Jan Klin & Associates 2011
84. Link Building Strategies or
Content Marketing?
Why is link building important?
1. Links from other sites to ours
generate traffic for us
– Eg A reference from a directory
such as Yell.com will lead people
directly to us
– Other ‘content marketing’ will
generate links
2. It is an important factor in our
search engine rankings
– The more links the more important
we are for search engines
– CHECK YOUR LINKS AT
www.linkpopularity.com
(c) Jan Klin & Associates 2011
86. Creating link maps
See how to create your
own – or your
competitors – link map at
Jan’s blog..
www.janklin.com/blog/bi
d/148572/Creating-a-
Visual-Map-Of-Your-
Backlinks
(c) Jan Klin & Associates 2011
87. Natural links are a by-product of
good content marketing…
Attracting links via your blog
Distributing press releases
Article distribution
News stories
Social media bookmarking sites
Etc, etc
(c) Jan Klin & Associates 2011
88. You need a content strategy!
You need a Content
Strategy!
(c) Jan Klin & Associates 2011
90. Link Building Post Penguin
Don’t buy links
Don’t contract with link builders who use link
farms
Don’t get involved in comment spam on blogs
and forums
Don’t build too many multiple links from the
same ownership sites
Don’t use the same ‘anchor’ text over and over
again
Do see…
– http://www.janklin.com/blog/bid/138606/Li
nk-Building-Post-Penguin-Best-Practice
(c) Jan Klin & Associates 2011
91. Where do links come from?
www.touchgraph.com for link targets
Directories
– General
– Industry specific
– Some free some paid for
Strategic Partnership links
Reciprocal links
In newsgroups and other forums
Portals
– Geographic
– ecommerce
In Blogs
Banners
Affiliates
Social Media sites
(c) Jan Klin & Associates 2011
92. Where do these links come from?
Many places… but we need to develop them in a
structured way
Directories
– General
– Industry specific
– Some free some paid for
– International
Strategic Partnership links
Reciprocal links
In newsgroups and other forums
Social Media sites
Blogs
Banners
Affiliates
(c) Jan Klin & Associates 2011
97. Page Rank
Running the cursor
over this area will
indicate the Page
Rank
In this case - 9
(c) Jan Klin & Associates 2011
98. Anchor Text
Example
<a
(c) Jan Klin & Associates 2011
href="http://www.youreventsltd.com">Exclusive Wedding Planners </a>
99. Where do these links come from?
PR (‘Public Relations’) Sites
PR Directories
Examples
– PRWeb
– PR World
– Marketwire
– Business Wire
– PR Newswire
(c) Jan Klin & Associates 2011
100. Ensure Press Releases get Anchor text based
links back to website
(c) Jan Klin & Associates 2011
101. www.dgcos.org.uk
Using
Logos/accreditations to
get backlinks
Logo gets sent to
accredited members to
afix to their website
Code is included within
the logo with ‘anchor
text’ based link back to
website
(c) Jan Klin & Associates 2011
102. Use fusion tables in google docs to
visualise competitor links
http://www.google.com/fusiontables/Home/
example
(c) Jan Klin & Associates 2011
103. Use ‘AddThis’ to allow people to bookmark
your pages
(c) Jan Klin & Associates 2011
105. New site or not?
New domains take a while to get ranked by Google
(let’s say 6 months)
If possible add new pages to existing sites to get
quicker rankings
If necessary use existing domain to capture
phrases and redirect to new site
– Eg Heskins.com to Heskins.fr and Heskins.it
– Use .com to capture italian and french searches and
redirect to relevant site
– Use GWC to tell Google that part of .com site dedicated to
french and italian traffic
(c) Jan Klin & Associates 2011
106. Essentials for new sites….
Your Content management system (CMS) has to produce search engine
compliant metadata – unique on every page
The CMS should generate SE friendly urls
– Eg www.yoursite.co.uk/blue_widgets
– NOT - http://www.yoursite.com/bvsn/bvcom/ep/home.do?
tabId=3&BV_SessionID=EngineID=cccd
You need the functionality to override this metadata to streamline the SEO
moving forwards
The architecture has to be search engine optimised – eg most important
pages close to homepage
Use Google Webmaster Central (GWC) to set up site maps, analytics,
geographic area , etc and monitor spidering
http://www.janklin.com/blog/seo-and-new-websites
(c) Jan Klin & Associates 2011
107. Redesigning an existing website -
Preserving Page Rank
The inner ‘Page Rank’
equity has to be preserved
5th item down is
www.bodycote.com/?OB=1 –
20
– This page has a Page Rank
value of 5
What will happen to this equity
when a new page is set up?
Search Engine friendly
redirection of each page is
essential
(c) Jan Klin & Associates 2011
108. Search Engine friendly
Redirection -301’s
301 redirects tell google bot that one page should
be permanently redirected to another page AND
transfer the Page Rank equity
Use to transfer page rank from old page to a new
one
Jan’s blog – how to do 301’s
– http://janaklin.blogspot.com/2007/08/changing-your-
website-and-search-engine.html
(c) Jan Klin & Associates 2011
110. SEO and Social Media
Social media sites show up in
search results (Google
Universal Search)
Social Media activity is a signal
to search engines
Social media and content
marketing naturally build links
Google Plus now firmly
integrated with search
(c) Jan Klin & Associates 2011
111. Alexa.com – top sites worldwide
(c) Jan Klin & Associates 2011
112. See the top visited sites around
the world – 120 countries – top 100 sites
(c) Jan Klin & Associates 2011
113. Social Media and International
Marketing
Important in its own right – Facebook, Twitter,
Youtube, Google Plus, etc
Has an increasing impact on Search engine
rankings and search engine listings
Using Social media for English language
engagement – for overseas markets
Issues in using social media for foreign language
engagement – language, culture
(c) Jan Klin & Associates 2011
114. Is Social Media relevant to your
international marketing?
Specially relevant to ‘BRIC’ countries …see….
http://searchenginewatch.com/article/2064597/International-
Social-Media-Marketing-Addressing-Cultural-Quirks
(c) Jan Klin & Associates 2011
116. What can we use Social Media for?
Brand awareness
Brand advocacy
Generating traffic and sales
Customer service and information
Customer support
Typically not at the ‘selling’ end of the funnel
(c) Jan Klin & Associates 2011
117. Sales Funnel and
Inbound Marketing
Accepts that we want to
communicate with
people at each stage of
the process
No interest
Accepts that people
respond to different
media at different stages
Accepts that ‘the more
we give the more we get’
Content Marketing
– Blogging, S Media,
whitepapers, ebooks,
email newsletters…
(c) Jan Klin & Associates 2011
118. Blogging – the ‘glue’ binding
Inbound Marketing
(c) Jan Klin & Associates 2011
119. A typical blog….
Put your blog at the epicentre of your
social media and web marketing
(c) Jan Klin & Associates 2011
120. Benefits of a Good Blog
Good way to keep in touch with your audience
– Rss, email, bookmarking
Integrated Blog (eg Wordpress) helps with SEO
– Long tail, links
Search engine compliant
– Metatagging automatic
– Textual content
– Adds authority
Your bridge to Social Media Marketing
(c) Jan Klin & Associates 2011
122. Social Networking sites Submit to
(eg Facebook) article sites
Syndicate content to
other blogs
PR sites
(eg PRweb.com)
Your Blog
-articles
-Press releases
-Lessons RSS to others
-reviews
Microblogging sites -guides
(eg Twitter) ……
Social Bookmarking sites
(eg delicious.com )
Video sites Email to contact
(eg YouTube) database
(c) Jan Klin & Associates 2011
123. A passion for Dinosaurs…
http://blog.everythingdinosaur.co.uk/
Blogs every day
Auto linked with Social
media – FB, YouTube etc
Posts also distributed to
article sites and other
relevant sites (1700+)
Over 50% of web traffic
attributable to blog
Keyphrase list for main
phrases and ‘longtail’ used
(c) Jan Klin & Associates 2011
124. Facebook and Marketing
Over 850 million active
users
Adding users at the rate of
250,000 per day
Top Social Search Engine
Largest Social media site
(c) Jan Klin & Associates 2011
125. What can I do on Facebook?
Set up a business page
– Build a fan base, get found by search
Advertise directly
Set up a personal page
Engage in discussion groups and networks
Through interaction and engagement
– Create brand awarness, build advocacy, generate traffic
and sales, customer service, research /data
(c) Jan Klin & Associates 2011
126. Business Pages- Develop your
visibility
Create an engaging business
page
– Events, videos, discussions,
photos, blog articles
Get found by search
– based on content and number
of ‘fans’
– Get people to ‘like’ you
Build your fan base
– Email your contact database
– Link in your email signature
– Link to your website or blog
– Advertise!
(c) Jan Klin & Associates 2011
128. Advertise Directly
Target by gender,age, location,
keywords…
Use ‘pay per click’ or ‘pay per view’
– Low click through rates so PPC best
Use Google Adwords content targeting
(c) Jan Klin & Associates 2011
129. Google Plus – Serious Facebook
competition?
90 million users now signed up
Similar functionality to FBook
Google hangouts – video
conference calls
‘circles’ concept is a differentiator
Best of Facebook, Twitter and
LinkedIn?
Intertwined with Google search
(c) Jan Klin & Associates 2011
130. Use ‘circles’ to segment your
audience
Eg have a circle for
training course
attendees
people who have
signed up for email
newsletters
People interested in
Social Media
marketing
people interested in
SEO, etc
(c) Jan Klin & Associates 2011
131. Cloggs ,Social Media and Brand
Development
Helps with search engines
Started Sept 2009
3 in house members of marketing team
– plus all staff encouraged to tweet
Daily activity on Facebook and Twitter
Encourage people to ‘share’ – ie
post references on their walls
Encourage people to retweet
To date have around 21000 fans, and
9000 followers
Do weekly blogging
Traffic conversions from web visitors -
slightly higher than search marketing
(c) Jan Klin & Associates 2011
132. Cloggs and Social Media
Use quizzes and competitions to engage
fans and fans fans – eg ‘Edgerank’
Encourage people to follow/like them in
return for getting regular offers and
promotions – and advance product
information, discount codes etc
Use social media to enagage and interact
with their customers – offers, problems ,
etc
Use social media also for email database
sign-ups
Only generates less than £15k per month
Need to scale it to 100,000 plus followers
fans for it to be major contributer – and
they plan for this to happen
(c) Jan Klin & Associates 2011
133. What determines what I see in my
‘top news’ feed? – Edgerank Algorithm
(c) Jan Klin & Associates 2011
134. My last visit to Facebook
(c) Jan Klin & Associates 2011
136. Edgerank Algorithm
95% of Facebook users use ‘top news’
– Clearly if you want top visibility for your brand
you need to understand ‘edgerank’
Egderank based on:-
Affinity, Edge weight, recency (so post
often)
‘Edges’ are every interaction you have on
Facebook
– Eg – uploading a photo, ‘liking’ something etc
(c) Jan Klin & Associates 2011
137. Affinity
Is a measure of how ‘friendly’ or ‘close’ you are
with someone or some brand
For example –
– if you comment on someones photo they are more likely
to appear in your feed
– If you snoop on someones profile (eg ex girlfriend) you
are more likely to appear in their feed
(c) Jan Klin & Associates 2011
138. Edge Weight
All ‘edges’ arent created equal
We know that photos, videos and links have high
edge weight
Knowing this we should use these edges and
encourage people to interact with them
– So use a variety of these objects in your status updates to
appeal to different people who respond to different object
– Encourage them click on a photo or video
– Encourage them to click on a link, etc
– In short encourage interaction with you via multiple
objects
(c) Jan Klin & Associates 2011
139. Lots of ‘likes’ -
but how important is that?
(c) Jan Klin & Associates 2011
140. Lots of interaction to engage fans,
increase affinity and increase sales
Encourage interaction
Add free downloads of vids and
music
Competitions (eg tickets to
shows) to engage fans and
their friends
Vids and music have high edge
weight
Posting twice a day for recency
(c) Jan Klin & Associates 2011
144. LinkedIn
100 million on line, Business focussed
Set up a profile
– And get found
Set up connections with other people
Advertise – on a PPC basis
Jobs
– Search for jobs, advertise your cv,
advertise your position via your network
(c) Jan Klin & Associates 2011
147. Set up your Linkedin profile
-make it comprehensive so you get found
(c) Jan Klin & Associates 2011
148. Set up a business page
-Showcase your products
-Company updates
-announcements
-new services
-communicate directly with your followers
(c) Jan Klin & Associates 2011
149. Advertise – on a PPC basis
Target By: -
Job Title “Patent Attorney” or
“Sr. Laboratory Technician” or
"Registered Nurse“
Job Function “Sales” or
“Engineering” or "Marketing"
Industry “Banking” or
“Biotechology”
Geography “United States” or
“Netherlands” or “Toronto”
Company Size "1-10" or “500-
1000" people
Company Name "GE" or or
"FedEx“
Seniority – Age 35-55
Gender "Female" or "Male“
LinkedIn Group "Business
Intelligence Group" or "Corporate
Real Estate"
(c) Jan Klin & Associates 2011
150. Twitter - Microblogging
Twitter and
promotion
Twitter and real
time search
(c) Jan Klin & Associates 2011
151. Twitter and Promotion
Promotion of your
products, websites,
events…..
140 characters BUT
links back to more
detailed content
Link your Blog to
Twitter to save time
(c) Jan Klin & Associates 2011
152. Use Twitter to promote latest
music and games
(c) Jan Klin & Associates 2011
153. Use Twitter to promote latest
products and pricing
(c) Jan Klin & Associates 2011
154. What not to do?….
(c) Jan Klin & Associates 2011
155. Twitter for Business Leads
Searches for tweets
relating to play
equipment
Responds to
situations requiring
product supply to
generate business
opportunities
(c) Jan Klin & Associates 2011
156. Twellow.com
Twitter
Directory
See what
people are
tweeting
about in your
sector
(c) Jan Klin & Associates 2011
157. 5 tips to maximise search engine rankings
through Twitter
www.wilsonweb.com/linking/basu-twitter-linking.htm
1. Link to your Twitter profile
– Link to your Twitter profile from your website, blog, and by using social media sharing buttons.
2. Set up different Twitter accounts if you have different business units
– Different Twitter accounts are used when your company's employees use their own personal
accounts to re-tweet tweets from a company account.
3. Use a friendly URL shortener
– Use a friendly URL shortener such as Bit.ly, Trunk.ly, or Goo.gl passes link juice from a tweet
back to your website.
4. Use Klout.com to figure out who you are influenced by
– Klout is a service which analyses your influencers and who you influence.
5. Update accounts using RSS feeds of your content
– You can create an RSS feed of all the digital assets you have including YouTube videos, white
papers, blog posts, press releases and more, and then syndicate these to Twitter.
(c) Jan Klin & Associates 2011
158. YouTube and Video
Now the number 2
search engine
Promote your products
via YouTube and other
video upload sites
Include videos within
your own website
Set up you own channel
– you may get invited
to become a partner
(c) Jan Klin & Associates 2011
159. www.Blacksheepwools.com
Set up you own channel – you
may get invited to become a
partner
Invite people to subscribe so
they see your videos
automatically as you upload
them
Substantial driver of traffic for
Blacksheep
– 13 videos to date
– Over 100,000 views
(c) Jan Klin & Associates 2011
163. Video SEO guidelines
-Posted
Ensure video is tagged with relevant keywords
Ensure it is in the most appropriate category
Overdub the video with your domain name
Ensure you include a clickable domain name back to your site
Ensure the title and description include your target
keyphrases (you can use Youtube to see what the most
popular phrases are in your category)
Ideally get a couple of friends to 'rate' your video - ratings
(good or bad) have a strong impact on rankings
(c) Jan Klin & Associates 2011
166. 1
SEO
All-In-One Text goes
1 hereMarketing
Automation
Social
Text
Marketing
goes
Content Media Analytics
Creation here
Email &
Text
Landing Lead goes
Pages Nurturing here
(c) Jan Klin & Associates 2011
167. Google + now included in search
results
Google Search Plus Your
World (GSPYW)
– Google brings in results
from your social network
(even if you ar not
signed in)
Previously it couldnt get
into all Facebook data but
now can through G+
See Jan’s Blog Post
– http://www.janklin.com/blo
g/exciting-google-changes-
search-plus-your-world
(c) Jan Klin & Associates 2011
168. Including your social circles in search
results
Google now has access to
reliable social signals for
search results – which it never
could get through Facebook
Eg – if you are searching for
holidays in New Zealand –
photos, recommendations etc
will be served up from your
social circle – providing you
are signed into your Google
account
(c) Jan Klin & Associates 2011
169. Google’s Plus One
Similar to Facebooks ‘like’
button
Allows you to mark web pages
you like from search results
Google will then include these
sites in your search results
More importantly Google will
include sites marked by people
in your social circle –
equivalent to getting
recommendations from friends
You need to be signed in, and
have a Google profile
(c) Jan Klin & Associates 2011
170. Google + activity definitely helps with organic
rankings! – see econsultancy post
(c) Jan Klin & Associates 2011
171. Social Media – what’s relevant to you?
Exercise – Organise in order of importance..
– Your Blog
What could you blog about?
– Facebook
– Twitter
– YouTube
– Other ?
What could you do in English?
– Objectives, applications?
What could you do in Foreign language?
(c) Jan Klin & Associates 2011
172. Design a SM Strategy…
Decide on objectives
– Brand awareness, traffic generation, direct sales, customer service, etc
Decide which Social Media properties you will use
– F’book, Twitter etc
Strategy based on…
– Design – engaging design compatible with objectives
– Content – quizzes, competitions, events, technical information…
– Promotion – increase your visibility – advertise, email database
– Engagement – utilise edgerank algo
(c) Jan Klin & Associates 2011
173. Marketing Internationally and the
Web
– Pay per Click Advertising –Module 6
(c) Jan Klin & Associates 2011
174. Pay per Click Advertising
(&PPC)
(c) Jan Klin & Associates 2011
175. – Search Marketing – Maximising your position in the hitlist
– Click throughs dissipate as we move down the list
33% of internet
users perceive a
company in the
top search
engine rankings
to be a major
brand
Source: iProspect
search engine
branding survey
(c) Jan Klin & Associates 2011
181. Bidding in reality
Advertiser at position 1 Bid price of £0.50
100 click throughs
Advertiser at position 2 Bid price of £0.40 Position 3
75 click throughs
Bid price of £0.35
New Advertiser
Advertiser at position 3 Bid price of £0.30 50 click throughs
50 click throughs
Payment of £0.31 per
click, up to £0.35
Advertiser at position 4 Bid price of £0.20
25 click throughs
Cost = bid price multiplied by number of click throughs
(c) Jan Klin & Associates 2011
182. What determines your ads position?
Bid price
Advert effectiveness
Landing page quality
(c) Jan Klin & Associates 2011
183. WHY USE PAY PER CLICK?
Capture many – 100’s, 1000’s of keyphrases
– No website changes like optimisation
For short term promotions
For new websites
Drive country specific searchers
– Geographic targeting
Keyphrase analysis
– More accurate than the tools
For websites difficult to optimise
– Flash etc
(c) Jan Klin & Associates 2011
185. Capture The Long Tail
Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’
(c) Jan Klin & Associates 2011
186. Capture the ‘long tail’
-200,000 keyphrases
Targeted
-65,000 alone for boilers
-long tail phrases – ‘worcester
Greenstar 28i junior combi boiler’
-Are cheaper AND convert to
business easier
(c) Jan Klin & Associates 2011
187. Segment and target
Best Practice: Match the Terms (and Pages) to Customers’ Intents
Learning Shopping Buying
“What is out there to “What brands and “I want that one!”
Customer
meet my need?” features are there?” “Who stocks this model
Need
“How can I learn about a “What is distinct about number?”
product or service?” this one?”
Attributes
Keyword Examples
Informational terms Features Product code
Product classes Brand names Locations
Problem descriptions Differentiators Nicknames
DVD player Portable DVD player Panasonic DVD-LX9
Family holiday Hawaii holiday Maui golf resort
Financial planning Personal pension Low risk growth fund
(c) Jan Klin & Associates 2011
192. How pay-per-click works
Title & Drives
Description Quality of
Targeting Leads
Search Term Drives Drives Landing Page
Research & Quantities Conversions
of Leads Targeting
Targeting
(c) Jan Klin & Associates 2011
194. Content Match – branding
benefits
Content Match:
Sponsored search results appear according
to the editorial content on the page
Benefits
Increased Traffic
Traffic Quality
Premium Partner Network
Quality mapping
Good Conversion Rates
Separate Bidding
Branding
(c) Jan Klin & Associates 2011
195. Using the Content Network
Use Google content
network
Focus on what you
can do at the hotel
– Scrabble, walks etc
Ad appeared on
Facebook and
caused huge traffic
spike
(c) Jan Klin & Associates 2011
196. Keyword selection
Stage 1 1
Stage Stage 2
Stage 2 Stage 3
Stage 3 Stage 4
Stage 4 Stage 5
Stage 5
thinking firming deciding deciding
thinking firming deciding deciding looking
thinking firming deciding deciding looking
thinking firming deciding deciding looking
looking
b
consumers thoughts
consumers thoughts
about up initial
about up initial on aaa
about up initial
about up initial on a
on
on on aaa
on a
on
on for best
for best
for best
for best
itit
it
it idea
idea
idea
idea maker
maker
maker
maker model
model
model
model price
price
price
price
computer laptop sony vaio sony vaio z1sp cheap sony vaio
u
y
laptop
132,755 19,152 2,264 47 11
er
er
£5.00 £0.46 £0.40 £0.10 £0.10
>
s >>
oces
g pr
b uyin
the
ugh
s thro
pro gres
(c) Jan Klin & Associates 2011
197. Do’s and Dont’s
•Choose titles and
descriptions that are
relevant to the search
•Strong ‘call to action’
•Repeat search terms in
the ad
(c) Jan Klin & Associates 2011
198. Do’s and Dont’s
•The ad links directly to the
relevant landing page
(c) Jan Klin & Associates 2011
199. Do’s and Dont’s
•Choose titles and descriptions that are
relevant to the search
•Strong ‘call to action’
•Repeat search terms in the ad
•The ad links directly to the
relevant landing page
(c) Jan Klin & Associates 2011
200. An Ideal Landing Page…
www.free-employer-advice.co.uk
(c) Jan Klin & Associates 2011
201. Landing Pages
Its not just the home
page which needs to
engage your audience
Pages searchers and
browsers land on which
are ‘call to action’ rich
Designed to get visitors
to contact you or buy
from you
(c) Jan Klin & Associates 2011
202. An Ideal Landing Page…
www.free-employer-advice.co.uk
-Many ‘calls to action’
-Include words which
reflect what has been
searched for
-eg ‘employment law’
-Build trust
eg customer testimonials
-appropriate images
(c) Jan Klin & Associates 2011
203. For a copy of the slides….
Just email – jan@janklin.com
01928 788100
07946 513521
(c) Jan Klin & Associates 2011
Notas do Editor
Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings
The number of monthly searches is obviously an important factor – generally a phrase with high search volume is better to capture than one for which there are not many searches. This is not always the case though if there is high business relevance associated with a particular phrase we may still want to sue it Because we cant necessarily capture all the phrases we want (we may not have appropriate web pages in our site) some prioritisation is necessary. So, for example, it might be considered more important to give ‘ heat treatment services’ a higher priority than ‘carburising services’ when we do the optimisation. We could always come back to the secondary phrase later. More about this when we discuss implementation in the next module. Sometimes its difficult to understand a searchers intent when he types in a phrase. For example one word phrases - for example, ‘atmosphere’, ‘oxidising’ and so on – are typically not good phrases to include. This is not always the case as clearly words like ‘carburising’, ‘nitriding’ and so on do have relevance even though they are only single words. Sometimes phrases can have different or multiple meanings – for example if someone searches for ‘cold treatment’ is he searching for our services or a cure for his medical condition.? In these case we should rule out the phrase or think how we could make it more specific by changing it Competition is another factor which is sometimes considered
Your copy writing in paid search is very important.
Links on other sites will lead visitors to you, hence in its own right it is an important aspect of online marketing leading potential customers directly to your site. Obviously the more links the more different ways leading to your site. Over and above this it is an important part of search marketing, since the more links you have the more important you are in the eyes of the search engines and the higher up in the rankings you will appear ( we’ll qualify this in more detail as we move through)
There are many different ways to develop external links. The important point is to have a plan which we can use to develop our ongoing approach to link building. As we move through, particularly the practical exercises later, you will begin to put your own plans for successful link development in place.
In the example here a keyphrase on the site is ‘technical translation’ so ideally the incoming link should include ‘technical translation’ in the hyperlink text. This is optimal for SEO and where we have control (for example when sending details to a reciprocal linking partner) we should ensure this is the case. Of course we do not always have this control – many directories dictate the form of the link.
A good example of a directory for European Businesses – 500,000 businesses in 27 languages.
In the practical exercise you will download the Google toolbar which will allow you to determine the Page Rank of every site you visit. You will also check your own. This indicator (shown above) is just that, an indicator. Increasingly people are reporting that its accuracy is suspect and that Google may be intentionally giving out inaccurate PRs so its more difficult for people to fathom its algorithm. However it remains an important indicator for most sites but care must be taken not to consider it as absolutely accurate.
There are many PR directories which you will search for in the practical session. A great way to submit you news stories and at the same time drop your website link (on high Page Rank sites)
Emphasise the importance of a high listing – pointing out how click throughs degrade as we move down the list Point out ‘natural’ and ppc listings