competitive seo strategies | john caldwell
DESCRIPTION
eMarketing Seminar - Portlaoise July 2012TRANSCRIPT
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John Caldwell
061 513267
086 2410295
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Google Queries
http://www.quora.com/How-many-search-queries-does-Google-serve-worldwide-every-day
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1. 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
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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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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 200 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:
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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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Search Engine Market Share
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Search Engine Market Share
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Learn how the
search engines work
� Algorithmic search
� What about ads?
� Webmaster Tools
� Make sure Google knows about your site
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What do Search Engines think?
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3. Geographic
Targeting
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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?
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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 relevancyX
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Internet Protocols
� Country Top Level Domain's automatically
associated to country
� Webmaster tools help directories-by-country
sites
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4. Competition
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Search is a process
www.creatorseo.com
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5. PPC versus SEO
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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
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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
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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
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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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Which one?
� You shouldn't be limited to SEO or PPC.
� Integration is the best approach. Each has
different strengths and weaknesses. And they
compliment each other well. A company with the
time and resources should leverage both to reach
its marketing goals.
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6. 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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7. 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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8. Design and
usability
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Design and usability
� Different countries prefer different design
esthetics
� 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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9. Be local
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� Register each site with Google Places, Bing
Business Portal for example.
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9. Tools
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Google tools to use
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10. 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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11. Conversions
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Sales funnel
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Conversion
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John Caldwell
061 513267
086 2410295