ukti doncaster-nov2012

(c) Jan Klin & Associates 2012

Your Export Strategy and the Internet

Jan Klinjan@janklin.com01928 78810007946 513521www.janklin.com

SEO -Still the main method..

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

The solution..

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

search engines

Transfer site to .com

Set geotargeting to worldwide

Produce foreign language web pages

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

Register with Google Webmaster Central (GWC)

Geo-targeting from Google

Webmaster Tools for Geo-targeting

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

Webmaster Tools for Geo-targeting

See example at Google Webmaster Tools…

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

International domain names Even if you don’t intent to use them it may make

sense to get them for brand protection reasons– www.yourdomain.fr; www.yourdomain.de

Get them from…..– Use www.123-reg.co.uk or www.101domain.com

If you do park them and redirect them– Use 301 redirect; don’t replicate content

(‘duplicate content’ issue)

www.manacad.com – foreign language ‘landing pages’ add metatags

Country specific top level domains

What do we need to do? Decide on approach – landing pages, separate sites, one

domain, a mixture?

Translate pages and website changes– Which languages? – 6 for Mantracourt– How many pages? – 1 page per language– 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

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

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

Navigation by atlas or flags for international visitors?

World languages by size

Website translation

Use professional agencies for translation– ITA’s can help– www.iti.org.uk

When translating ensure:-– Metadata is translated also– Urls are translated– Breadcrumbs translated

Consider selective use of auto-translation tools?– Eg www.mantracourt.co.uk

Mistranslation Examples

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

Mistranslation: Indian shop window

“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

Mantracourt solution

Professionally produced main language pages for each country

Auto translate on other pages

Auto translation is not perfect!

Search Engine Market Share-Internationalwww.searchenginewatch.comwww.searchenginecolossus.comhttp://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

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

http://gs.statcounter.com

Submitting to Yandex

http://webmaster.yandex.ru/addurl.xml

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

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

Strategy and Process

Register with Google Webmaster Central (GWC)

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

www.digitalpoint.com

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

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

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

www.aardvarksafaris.com

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

Different Pages Optimised for Different Keyphrases

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

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

News stories

Social media bookmarking sites

Etc, etc

Consistent link building over 2 yrs quadruples traffic

Europages – An Effective European Business Directory

www.alibaba.com – worlds largest B2B Directory

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

www.janklin.com – free lessons

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

http://www.janklin.com/blog/lesson-10-link-building-2

Social Media Marketing

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

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

Weibo.com China’s Facebook and Twitter hybrid

Social Media Marketing

Confused?

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

Sales Funnel and Inbound Marketing

Accepts that we want to communicate with people at each stage of the process

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…

No interest

Blogging – the ‘glue’ binding Inbound Marketing

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

www.everythingdinosaur.com

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

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

The Cloggs French Site

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 21000 fans, and 9000 followers

Do weekly blogging

Traffic conversions from web visitors - slightly higher than search marketing

Helps with search engines

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

What determines what I see in my ‘top news’ feed? – Edgerank Algorithm

- Recency- Edge Weight- Affinity

My last visit to Facebook

Facebook France

Facebook Germany

Twitter France

Use Twitter to promote latest products and pricing

Twitter for Business Leads

Searches for tweets relating to play equipment

Responds to situations requiring product supply to generate business opportunities

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

LinkedIn – participate in groups-or set up your own

Set up a business page

-Showcase your products-Company updates

-announcements-new services-communicate directly with your

followers

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"

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

Set up your own channel and optimise your clips…

Posted in other languages…

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

Student during exam– Sir, these are the same questions as last

Einstein’s response– Yes, but this time the answers are

different

For a copy of the slides….

Just email – jan@janklin.com

01928 788100 07946 513521

ukti doncaster-nov2012

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