competitive seo strategies | john caldwell - creatorseo
DESCRIPTION
Enterprise Ireland - eMarketing Event - Galway - July 2013TRANSCRIPT
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1. Introduction
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SEO Introduction
� Customers expect to find information for products
and services in multiple on-line locations
� SEO is the process used to increase the amount of
visitors to a website
i.e. obtain a high-ranking placement in the search results page of a search
engine including Google, Bing, Yahoo and other search engines
www.creatorseo.com
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SEO Introduction
� A Web site is, by definition, a singular on-line entity.
It has a unique address, internal links and menus,
some level of Web design elements supporting the
Web page content and is basically a standalone
document
� A Web presence is a greater influence than a
"standalone" net site
www.creatorseo.com
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Why bother with SEO?
� 85% of all traffic on the internet is referred to by search engines
� 90% of all users don’t look past the first 30 results (most only view top 10)
� 2.4B global Internet users and 8% Y/Y growth rate based on the latest available data. - Source: United Nations / International Telecommunications Union, internetworldstats.com.
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Google Queries
http://www.quora.com/How-many-search-queries-does-Google-serve-worldwide-every-day
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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
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What a Search Engine Sees
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What a Search Engine Sees
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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 250 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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There are hundreds of Search Engines
… but you can get very good results by optimising the site for the primary 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 …………..
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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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World-Wide Search Engine
Market Share
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Search Engine Market Share
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Search Engine Market Share
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What do Search Engines think?
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3. 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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4. Geographic
Targeting
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Google.ie
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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?
� Geo targeting on Google
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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 relevancy
� Example of a sub domain
� http://spanish.creatorseo.com
X
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5. Competition
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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
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Search is a process
www.creatorseo.com
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6. 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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7. 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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8. 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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9. Design and
usability
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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
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10. Be local
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� Register each site with Google Places, Bing
Business Portal for example.
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11. Tools
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Tools to use
www.mysiteperformance.com
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12. 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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Some Final Tips
� Get a local mailing address
� Send website visitors to the right domain
� Speed
� Add Google translate to your site
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Some Final Tips
� Country Top Level Domain's automatically
associated to country
� Webmaster tools help directories-by-country
sites
� Host in country
� Cross domain canonical links