uktiyorks huddersfield-2

(c) Jan Klin & Associates 2014

International Digital Marketing– Expanding your Worldwide Visibility

Jan KlinJan Klin & Associates01928 78810007946 [email protected]

mailto:[email protected]


‘ Like it or not, nowadays people will judge the quality of your products and your company by the quality of your website’

– Jakob Nielsen, web design guru

Using the Web to Develop your Brand


www.antarcticabound.com

http://www.antarcticabound.com/


www.quatchem.com

http://www.quatchem.com/


What else do we need to consider about our website?

Translations– All site or partial

Localisation– Cultural issues

Search engine issues– Country domains or .com, hosting issues


Websites and Localisation

Web localisation is not just translation

Site needs to reflect local cultural needs

Images and text need to be sympathetic to local cultural expectations


Websites and Localisation

Some images may be offensive – eg open palms in Greece

Protocol: Certain cultural subtleties will need to be observed, such as presenting the male on the left in Asian family pictures, and showing only one child in Chinese

Numbers: Can be problematic, eg “4” in Japanese, and various numbers in Chinese

Colour associations – green has religious connotations in Islamic countries, black is sombre /mourning in most countries but white has same meaning in Japan, names written in red in Korea mean the person is dead

Not just translation – nuances of language and appreciation of cultural tastes and taboos– Localised in terms of currencies, business practices, laws, regulation and

taxes, iconography, colour association, technology available


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

Use UKTI services for website localisation– ECR services


International Sites – B2CCoca Cola

http://www.coca-cola.com/webstore/sitemap.html


World languages by size


Mistranslation Examples

“Please dial 7 to retrieve your auto from the garbage”

Mistranslation: Hotel Rome



“Why go somewhere else to be cheated when you can come here”

Mistranslation: Indian shop window



“Please hang yourself here”

Mistranslation: Hotel cloakroom, Berlin



“Nothing sucks like an Electrolux”

Mistranslation: Ad targeting the US



“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


SEO -Still the main method..


SEO– Maximising your position in the hitlist - Click throughs dissipate as we move down the list

36% of internet 36% of internet users perceive a users perceive a company in the company in the top search top search engine rankings engine rankings to be a major to be a major brandbrand

Source: iProspect Source: iProspect search engine search engine branding surveybranding survey


Search Engine Market Share-Internationalwww.searchenginewatch.comwww.searchenginecolossus.com

http://www.searchenginelinks.co.uk/link-48.html Google’s not the only show I town…

Baidu – ChinaNaver – KoreaYandex – Russia

Are dominant in their respective countries

http://www.searchenginewatch.com/

http://www.searchenginecolossus.com/

http://www.searchenginelinks.co.uk/link-48.html


Use www.searchenginecolossus.comto submit to country specific search engines

http://www.searchenginecolossus.com/


http://gs.statcounter.com

http://gs.statcounter.com/

http://gs.statcounter.com/


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

Best practice SEO process


A common scenario….which you need to check for

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…….


Setting geographic target inGoogle Webmaster Tools

Click cog in right hand corner – then choose ‘site settings’ from dropdown; then choose country or ‘unlisted’ in dropdown menu


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









Strategy and Process


Strategy and Process The right keywords or

keyphrases are the starting point for our strategy

Traffic from a variety of uncommon phrases?– Eg ‘marketing training courses

Manchester’

One big win on a major phrase?– Eg ‘Training courses’– ‘personal loans’

22%

30%

15%

9% 9%

24%

0%

10%

20%

30%

40%

50%

1 word 2words

3words

4words

5words

6words


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


https://adwords.google.co.uk/select/KeywordToolExternalNowadays you need to have a Google account to get this information

https://adwords.google.co.uk/select/KeywordToolExternal


What do you do if there’s no direct translation?

“City breaks” has no direct equivalent in:– French– German– Dutch– Spanish– Italian



Using Google’s autosuggest

Another input into keyword analysis

See what gets suggested and include if relevant

BUT

Be aware of personalisation skewing– Results shown will reflect

previous click through activity


Analytics and keywords


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


You’ll need translated pages if you want to capture foreign language searches


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

http://www.ranks.nl/tools/spider.html


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)

http://www.deangroup-int.co.uk/


2nd only to Wikipedia!


www.asgservices.co.uk


Capturing content below the scroll


www.aardvarksafaris.comwww.aardvarksafaris.co.uk

http://www.aardvarksafaris.com/

http://www.aardvarksafaris.co.uk/


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.

Be aware of Hummingbird – Include long tail phrases, synonyms, syntactically related phrases

Be aware of different types of intent – navigational, informational , transactional

The phrases can be included in:-– The main text– Header tags (h1, h2 etc), in-text links, navigation links, ‘alt’ tags




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)






Meta Tags – The Title tag

http://www.asgservices.co.uk/


Meta Tags – The Title tag


Different Pages Optimised for Different Keyphrases

http://www.surviveall.co.uk/

http://www.surviveall.co.uk/


Meta Tags Keyword and Description tags


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


Google Analytics – free and comprehensive


Language and country traffic


More on international SEO


www.mantracourt.co.uk

Supplier of advanced instrumentation– Strain gauges, wireless

telemetry, signal converters

– For marine, automotive, engineering sectors

Main Objective– Increase the volume of

worldwide enquiries – in English and foreign languages

http://www.mantracourt.co.uk/


The solution..

.co.uk site offers limited worldwide visibility– Local has high relevance to

search engines

Transfer site to .com

Set geotargeting to worldwide – otherwise hosting skewed

Produce foreign language web pages


Mantracourt solution

Professionally produced main language pages for each country

Auto translate on other pages


Auto translation is not perfect!


Country specific top level domains


Different languages on the same domainwww.pneumat-europe.com


www.quatchem.com-captures worldwide english language searces

http://www.quatchem.com/


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


Webmaster Tools for Geo-targeting

See example at Google Webmaster Tools…

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=2620865





More help with Geo-targeting

See following posts on International SEO…– http://www.janklin.com/blog/bid/177990/International-SEO

– http://www.janklin.com/blog/bid/178998/International-SEO-Refinements-and-Translation-Options

Set up xml sitemaps for each country version of your site…

– Eg

http://www.janklin.com/blog/bid/177990/International-SEO

http://www.janklin.com/blog/bid/178998/International-SEO-Refinements-and-Translation-Options

http://www.janklin.com/blog/bid/178998/International-SEO-Refinements-and-Translation-Options


Geo-targeting from Google




Marketing Internationally and the WebLink Building/Content Marketing Strategies


Content Marketingaka – Link Building


Link Building Strategies orContent 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


Natural links are a by-product of good content marketing…

Attracting links via your blog

Distributing press releases

Article distribution (careful!)

News stories

Social media bookmarking sites

Etc, etc


The SEO Process and Domain Authority (DA)

Do on page SEO work first – then a ranking check to see where you are positioned

The only remaining variable to improve to increase rankings is your domain authority

What is domain authority (DA)?– what is yours?– What is your competitors?

DA is mainly a function of backlinks into your site ( and domain age to a certain extent)

The gap between your DA and your competitors DA can be closed by link building


http://www.opensiteexplorer.org – to check your links and DA

http://www.opensiteexplorer.org/


Check you Domain Authority


Europages – An Effective European Business Directory


www.alibaba.com – worlds largest B2B Directory

http://www.alibaba.com/


Where do these links come from?PR (‘Public Relations’) Sites

PR Directories

Examples– PRWeb– PR World– Marketwire– Business Wire– PR Newswire


Ensure Press Releases get Anchor text based links back to website


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


Content outreach-Present your content to relevant blogs


www.janklin.com – free lessons

http://www.janklin.com/blog/lesson-7-link-building-1


http://www.janklin.com/






Social Media Marketing


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


Alexa.com – top sites worldwide


See the top visited sites around the world – 120 countries – top 100 sites


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


Weibo.com

China’s Facebook and Twitter hybrid


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


Blogging – the ‘glue’ binding Inbound Marketing


Put your blog at the epicentre of your social media and web marketing

A typical blog….


Linking your digital assets


Your Blog-articles

-Press releases-Lessons-reviews-guides

……

PR sites(eg PRweb.com)

Social Bookmarking sites(eg delicious.com )

Social Networking sites(eg Facebook)

Syndicate content to other blogs

Microblogging sites(eg Twitter)

RSS to others

Email to contact database

Video sites(eg YouTube)

Submit to article sites


A passion for Dinosaurs…http://blog.everythingdinosaur.com/

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


www.everythingdinosaur.com


Blogging and SM combinedGood for search engines too!


Facebook and Marketing

Over 1.25 billion active users

Adding users at the rate of 250,000 per day

Top Social Search Engine Largest Social media site


Carpenteroak- Facebook for promotion

https://www.facebook.com/CarpenterOakLtd


Advertise directly


Lots of ‘likes’ -generated through advertising


Google Plus – Serious Facebook competition?

350 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


Cloggs ,Social Media and BrandDevelopment

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 43000 fans, and 10000 followers

Do weekly blogging

Traffic conversions from web visitors - slightly higher than search marketing

http://www.cloggs.co.uk/

http://www.cloggs.co.uk/

http://www.facebook.com/Cloggs.co.uk

http://twitter.com/Cloggsuk


Facebook France


Facebook Germany


My last visit to Facebook


Cloggs also use Pinterest….400 followers ,72 boards for brands, 1442 pins


LinkedIn

50 million users in Europe, 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


LinkedIn – participate in groups-or set up your own


Set up your Linkedin profile-make it comprehensive so you get found

http://www.linkedin.com/profile/edit?trk=hb_tab_pro_top


Set up a business page

-Showcase your products-Company updates

-announcements-new services-communicate directly with your

followers


Linkedin Lessons for free!

Learn how to become a LinkedIn marketing expert at www.janklin.com/blog

Lesson 1:The Foundations – setting up an effective profile– http://www.janklin.com/blog/becoming-a-linkedin-power-user-par

t-1

Lesson 2: Understanding the difference between LinkedIn Company Pages and Facebook Fan Pages– http://www.janklin.com/blog/understanding-linkedin-company-pa

ges

Lesson 3:How to use the latest features in LindeIn to get sales leads

Lesson 4: How LinkenIn can really help your SEO

Lesson 5: How LinkedIn Groups can help you grow your business

http://www.janklin.com/blog

http://www.janklin.com/blog/becoming-a-linkedin-power-user-part-1

http://www.janklin.com/blog/becoming-a-linkedin-power-user-part-1

http://www.janklin.com/blog/understanding-linkedin-company-pages

http://www.janklin.com/blog/understanding-linkedin-company-pages


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"

http://www.linkedin.com/


Twitter - Microblogging

Twitter and promotion

Twitter and real time search


Use Twitter to promote latest music and games


Use Twitter to promote latest products and pricing


Cloggs-Twitter France


Carpenteroak –using twitter for promotion

https://twitter.com/carpenteroak


Twitter for Business Leads

Searches for tweets relating to pitch marking

Responds to situations requiring product supply to generate business opportunities


Engaging with the influencers


Twitter for Business Leads

Searches for tweets relating to play equipment

Responds to situations requiring product supply to generate business opportunities


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


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

http://www.youtube.com/watch?v=d7s2xGl4XOs


Set up your own channel and optimise your clips…


Posted in other languages…


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


Pay per Click Advertising

(&PPC)


– Search Marketing – Maximising your position in the hitlist– Click throughs dissipate as we move down the list

33% of internet 33% of internet users perceive a users perceive a company in the company in the top search top search engine rankings engine rankings to be a major to be a major brandbrand

Source: iProspect Source: iProspect search engine search engine branding surveybranding survey


Search in the Travel Business


Google Adwords


What determines your ads position?

Bid price

Advert effectiveness

Landing page quality


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


Tap into overseas markets


www.villaretreats.com/ru

A series of Russian landing pages for luxury villas

PPC on Google and Yandex

SEO for these engines also


Capture The Long Tail

Eg’ Health insurance’ versus ‘health insurance for diabetics’, ‘….for over 45 year old men’


Capture the ‘long tail’

-200,000 keyphrases Targeted

-65,000 alone for boilers

-long tail phrases – ‘worcesterGreenstar 28i junior combi boiler’

-Are cheaper AND convert tobusiness easier


Search TermResearch &

Targeting

Drives Quantities

of Leads

Title & Description

Targeting

Drives Quality of

Leads

Landing Page Targeting

Drives Conversions

How pay-per-click works


•Choose titles and descriptions that are relevant to the search

•Strong ‘call to action’

•Repeat search terms in the ad

Do’s and Dont’s


•The ad links directly to the relevant landing page

Do’s and Dont’s


For a copy of the slides….

Just email – [email protected]

01928 788100 07946 513521

mailto:[email protected]

uktiyorks huddersfield-2

Marketing

jan klin amp

internet users

high listing

click throughs

generate business

social media

meta tags

search marketing