ukti doncaster-nov2012
TRANSCRIPT
(c) Jan Klin & Associates 2012
Your Export Strategy and the Internet
Jan [email protected] 78810007946 513521www.janklin.com
(c) Jan Klin & Associates 2012
(c) Jan Klin & Associates 2012
(c) Jan Klin & Associates 2012
SEO -Still the main method..
(c) Jan Klin & Associates 2012
(c) Jan Klin & Associates 2012
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
(c) Jan Klin & Associates 2012
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
(c) Jan Klin & Associates 2012
Different languages on the same domainwww.pneumat-europe.com
(c) Jan Klin & Associates 2012
(c) Jan Klin & Associates 2012
Register with Google Webmaster Central (GWC)
(c) Jan Klin & Associates 2012
Geo-targeting from Google
(c) Jan Klin & Associates 2012
Webmaster Tools for Geo-targeting
Set up xml sitemaps for each country version of your site…– Eg
(c) Jan Klin & Associates 2012
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 2012
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)
(c) Jan Klin & Associates 2012
www.manacad.com – foreign language ‘landing pages’ add metatags
(c) Jan Klin & Associates 2012
Country specific top level domains
(c) Jan Klin & Associates 2012
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
(c) Jan Klin & Associates 2012
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 2012
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 2012
Navigation by atlas or flags for international visitors?
(c) Jan Klin & Associates 2012
World languages by size
(c) Jan Klin & Associates 2012
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
(c) Jan Klin & Associates 2012
Mistranslation Examples
“Why go somewhere else to be cheated when you can come here”
Mistranslation: Indian shop window
(c) Jan Klin & Associates 2012
Mistranslation Examples
“Nothing sucks like an Electrolux”
Mistranslation: Ad targeting the US
(c) Jan Klin & Associates 2012
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 2012
Mantracourt solution
Professionally produced main language pages for each country
Auto translate on other pages
(c) Jan Klin & Associates 2012
Auto translation is not perfect!
(c) Jan Klin & Associates 2012
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
(c) Jan Klin & Associates 2012
Use www.searchenginecolossus.comto submit to country specific search engines
(c) Jan Klin & Associates 2012
http://gs.statcounter.com
(c) Jan Klin & Associates 2012
Submitting to Yandex
http://webmaster.yandex.ru/addurl.xml
(c) Jan Klin & Associates 2012
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
(c) Jan Klin & Associates 2012
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
(c) Jan Klin & Associates 2012
Register with Google Webmaster Central (GWC)
(c) Jan Klin & Associates 2012
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
(c) Jan Klin & Associates 2012
https://adwords.google.co.uk/select/KeywordToolExternal
(c) Jan Klin & Associates 2012
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 2012
(c) Jan Klin & Associates 2012
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
(c) Jan Klin & Associates 2012
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 2012
www.aardvarksafaris.com
(c) Jan Klin & Associates 2012
(c) Jan Klin & Associates 2012
(c) Jan Klin & Associates 2012
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
Strategy and Process
(c) Jan Klin & Associates 2012
Meta Tags – The Title tag
(c) Jan Klin & Associates 2012
Meta Tags – The Title tag
(c) Jan Klin & Associates 2012
Different Pages Optimised for Different Keyphrases
(c) Jan Klin & Associates 2012
Meta Tags Keyword and Description tags
(c) Jan Klin & Associates 2012
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
Strategy and Process
(c) Jan Klin & Associates 2012
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 2012
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
Strategy and Process
(c) Jan Klin & Associates 2012
Google Analytics – free and comprehensive
(c) Jan Klin & Associates 2012
Language and country traffic
(c) Jan Klin & Associates 2012
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
(c) Jan Klin & Associates 2012
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 2012
Consistent link building over 2 yrs quadruples traffic
(c) Jan Klin & Associates 2012
Europages – An Effective European Business Directory
(c) Jan Klin & Associates 2012
www.alibaba.com – worlds largest B2B Directory
(c) Jan Klin & Associates 2012
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 2012
Ensure Press Releases get Anchor text based links back to website
(c) Jan Klin & Associates 2012
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 2012
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
(c) Jan Klin & Associates 2012
Social Media Marketing
(c) Jan Klin & Associates 2012
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 2012
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 2012
Weibo.com China’s Facebook and Twitter hybrid
(c) Jan Klin & Associates 2012
Social Media Marketing
Confused?
(c) Jan Klin & Associates 2012
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 2012
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
(c) Jan Klin & Associates 2012
Blogging – the ‘glue’ binding Inbound Marketing
(c) Jan Klin & Associates 2012
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 2012
www.everythingdinosaur.com
(c) Jan Klin & Associates 2012
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 2012
Linking your digital assets
(c) Jan Klin & Associates 2012
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
(c) Jan Klin & Associates 2012
The Cloggs French Site
(c) Jan Klin & Associates 2012
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
(c) Jan Klin & Associates 2012
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 2012
What determines what I see in my ‘top news’ feed? – Edgerank Algorithm
- Recency- Edge Weight- Affinity
(c) Jan Klin & Associates 2012
My last visit to Facebook
(c) Jan Klin & Associates 2012
Facebook France
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Facebook Germany
(c) Jan Klin & Associates 2012
Twitter France
(c) Jan Klin & Associates 2012
Use Twitter to promote latest products and pricing
(c) Jan Klin & Associates 2012
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 2012
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 2012
LinkedIn – participate in groups-or set up your own
(c) Jan Klin & Associates 2012
Set up a business page
-Showcase your products-Company updates
-announcements-new services-communicate directly with your
followers
(c) Jan Klin & Associates 2012
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 2012
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 2012
(c) Jan Klin & Associates 2012
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 2012
Set up your own channel and optimise your clips…
(c) Jan Klin & Associates 2012
Posted in other languages…
(c) Jan Klin & Associates 2012
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 2012
(c) Jan Klin & Associates 2012
Student during exam– Sir, these are the same questions as last
year
Einstein’s response– Yes, but this time the answers are
different
(c) Jan Klin & Associates 2012
(c) Jan Klin & Associates 2012
For a copy of the slides….
Just email – [email protected]
01928 788100 07946 513521