SlideShare una empresa de Scribd logo
1 de 13
Descargar para leer sin conexión
BrightonSEO September 2013
BrigtonSEO September 2013

International SEO & Multi-lingual Link Curation" - Kevin Gibbons (BlueGlass UK)
•

Grow locally – a one size fits all approach doesn’t

work.
•

Local knowledge is crucial, so are local search

habits and alternative search engine knowledge
•

But without centralisation, it can become messy.
Have a wider overall strategy overlaying good local
knowledge

•

SEO Tip 1: Don’t wait for algorithm changes English language algorithm changes come 6 months
before international changes are rolled out

•

SEO Tip 2: Low domain authority isn’t bad it can be
because those markets don’t attain the same volume

•

SEO Tip 3: HREFLANG . It can work very well for
counties with a smaller population
BrigtonSEO September 2013

Country Tips
•

Germany – look into outreaching to

nearby German speaking countries such
as Austria / Switzerland
•

Russia – outreach in English in Russia

seem to get the best response rate
compared to any other European country
– although native speakers are ideal
•

Nordics – Lots of consumer protection

laws around sending unsolicited
emails, personal relationships work
better
•

French – Offer co-branded opportunities

rather than just link exchanges for
content
BrigtonSEO September 2013

The Ins & Outs of Testing Social - Jennifer Sable Lopez (Moz)
BrigtonSEO September 2013

The Tools for Social Measurement
•

Buffer - Buffer is a schedule manager for Twitter and Facebook. Offers also analytics
on your updates showing which ones have the most impact

•

Followerwonk - For analysing and optimising your social growth on Twitter

•

Simply Measured - Simply Measured is a social analytics reporting system that
allows you to export beautiful Excel reports which are completely editable

•

Google Ripples - It shows you who is sharing and resharing your content on
Google+. This allows businesses and users to see who is most influential and how
their content is shared in the community
BrigtonSEO September 2013

Increasing Prices Without Losing Sales – Justin Deaville (Receptional)
•

Sell goods by mail

•

Offer services/product for a limited time without obligation

•

Monitor Your Conversion Funnel (ClickTale, UserTesting.com)

•

Surveys

Whichtestwon.com
BrigtonSEO September 2013

eCommerce SEO - Selling Does Not make You Link Worthy" - Tim Grice (Branded3)
BrigtonSEO September 2013

Next Gen Measurement in Google Analytics – Dara Fitzgerald (FreshEgg)
•

Don’t obsess with last click: not all visits are equal, not all visit once,not all convert
once.

•

How do you track a visitors subsequent purchase via offline channels?

•

How do we track across device?

•

We can: use user segmentation this segment visitor so looks at data across multiple
user sessions (visits) this way you can understand what customers are most valuable

•

Universal Analytics: this promises to sync offline and online data. It will also allow
custom dimensions and metrics. In the future it may also track cross device data as long as
the user is logged in to your site.

•

Attribution: using multi channel funnels looks beyond the last click to purchase journeys.
This allows analysis of channels that contributed to a goal completion.

•

Remarketing the ones that got away via Ga: create lists to target cart abandonment to
target again. Focus moves to site visitors rather than the unknown.
BrigtonSEO September 2013

•

Trial Universal Analytics – this is in BETA so more to follow!

•

Analyse cross-session behaviour with user segmentation

•

Use MCF and Attribution Modelling Tool to understand paths to conversion and full channel
contribution

•

Run remarketing campaigns based on visitor data from GA

•

Start the move from single visit metrics to Lifetime Value
BrigtonSEO September 2013

On- Page Content – Lisa Mayers (Verve Search)
•

Searches now are going further and further into the long tail

•

WWW is still based on links

•

A successful SEO strategy is knowing that there’s more to organic traffic than hero
keywords with large volumes

•

Care about user experience – great design and navigation, and add well thought
out filtering

•

Some SEO tips: have static URLs, include pages in an XML sitemap, ensure mobile
compatibility, don’t restrict IPs.

•

Shareability – the title and URL has to be descriptive and enticing

•

Use microformats & rich snippets

•

Filtering is longtail SEO heaven. Eg hotels (romantic, business, shopping) quality
(luxury, budget) area, facilities, activities
BrigtonSEO September 2013

On- Page Content – Lisa Mayers (
•

Use specific filters to target the long tail. Not many others are doing it
so it has real potential

•

Use rel=author

•

Get blogging – it increases keyword reach, link equity, social equity and
it makes it easier to do outreach

•

Attract rather than sell – create content that deserves links
BrigtonSEO September 2013

#Fast & Curious
Title of presentation

Networking & Link Building

Más contenido relacionado

Último

Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 

Último (20)

Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 

BrightonSEO September 2013

  • 2. BrigtonSEO September 2013 International SEO & Multi-lingual Link Curation" - Kevin Gibbons (BlueGlass UK) • Grow locally – a one size fits all approach doesn’t work. • Local knowledge is crucial, so are local search habits and alternative search engine knowledge • But without centralisation, it can become messy. Have a wider overall strategy overlaying good local knowledge • SEO Tip 1: Don’t wait for algorithm changes English language algorithm changes come 6 months before international changes are rolled out • SEO Tip 2: Low domain authority isn’t bad it can be because those markets don’t attain the same volume • SEO Tip 3: HREFLANG . It can work very well for counties with a smaller population
  • 3. BrigtonSEO September 2013 Country Tips • Germany – look into outreaching to nearby German speaking countries such as Austria / Switzerland • Russia – outreach in English in Russia seem to get the best response rate compared to any other European country – although native speakers are ideal • Nordics – Lots of consumer protection laws around sending unsolicited emails, personal relationships work better • French – Offer co-branded opportunities rather than just link exchanges for content
  • 4. BrigtonSEO September 2013 The Ins & Outs of Testing Social - Jennifer Sable Lopez (Moz)
  • 5. BrigtonSEO September 2013 The Tools for Social Measurement • Buffer - Buffer is a schedule manager for Twitter and Facebook. Offers also analytics on your updates showing which ones have the most impact • Followerwonk - For analysing and optimising your social growth on Twitter • Simply Measured - Simply Measured is a social analytics reporting system that allows you to export beautiful Excel reports which are completely editable • Google Ripples - It shows you who is sharing and resharing your content on Google+. This allows businesses and users to see who is most influential and how their content is shared in the community
  • 6. BrigtonSEO September 2013 Increasing Prices Without Losing Sales – Justin Deaville (Receptional) • Sell goods by mail • Offer services/product for a limited time without obligation • Monitor Your Conversion Funnel (ClickTale, UserTesting.com) • Surveys Whichtestwon.com
  • 7. BrigtonSEO September 2013 eCommerce SEO - Selling Does Not make You Link Worthy" - Tim Grice (Branded3)
  • 8. BrigtonSEO September 2013 Next Gen Measurement in Google Analytics – Dara Fitzgerald (FreshEgg) • Don’t obsess with last click: not all visits are equal, not all visit once,not all convert once. • How do you track a visitors subsequent purchase via offline channels? • How do we track across device? • We can: use user segmentation this segment visitor so looks at data across multiple user sessions (visits) this way you can understand what customers are most valuable • Universal Analytics: this promises to sync offline and online data. It will also allow custom dimensions and metrics. In the future it may also track cross device data as long as the user is logged in to your site. • Attribution: using multi channel funnels looks beyond the last click to purchase journeys. This allows analysis of channels that contributed to a goal completion. • Remarketing the ones that got away via Ga: create lists to target cart abandonment to target again. Focus moves to site visitors rather than the unknown.
  • 9. BrigtonSEO September 2013 • Trial Universal Analytics – this is in BETA so more to follow! • Analyse cross-session behaviour with user segmentation • Use MCF and Attribution Modelling Tool to understand paths to conversion and full channel contribution • Run remarketing campaigns based on visitor data from GA • Start the move from single visit metrics to Lifetime Value
  • 10. BrigtonSEO September 2013 On- Page Content – Lisa Mayers (Verve Search) • Searches now are going further and further into the long tail • WWW is still based on links • A successful SEO strategy is knowing that there’s more to organic traffic than hero keywords with large volumes • Care about user experience – great design and navigation, and add well thought out filtering • Some SEO tips: have static URLs, include pages in an XML sitemap, ensure mobile compatibility, don’t restrict IPs. • Shareability – the title and URL has to be descriptive and enticing • Use microformats & rich snippets • Filtering is longtail SEO heaven. Eg hotels (romantic, business, shopping) quality (luxury, budget) area, facilities, activities
  • 11. BrigtonSEO September 2013 On- Page Content – Lisa Mayers ( • Use specific filters to target the long tail. Not many others are doing it so it has real potential • Use rel=author • Get blogging – it increases keyword reach, link equity, social equity and it makes it easier to do outreach • Attract rather than sell – create content that deserves links