Mejora de posicionamiento web a través una estrategia de Internet Marketing Intenacional Europeo, desarrollada por un ex-partner de Online Marketing Factory

1. 29th November 2011
TomJepson
ProjectOverview
Deliverables
TheResults

2. • Project commenced November 2009
• Optimisation of 5 core hubs:
o Alpha
o Bloggie
o Cybershot
o Handycam
o S-Frame
• 16 languages spanning
25 European territories
2

3. Campaign Objectives
• To increase the natural search traffic arrivingat all DIME
hub European websitesfrom searchengines.
• To improve the search positions for Sony related
keywords, supported by the more genericsearchterms
acrossall European domains
• To increase the number and depth of keywords
sendingvisitorsto all Europeandomains
• To optimiseSony pagesso that hub pagesrank above
competitor positioningacrossall Europeandomains
• To drive conversions and online sales figuresagainst
engagement metrics for all Europeandomains

4. The Strategy
KW
Research &
Brand
Analysis
Localisation
Quality
Assurance
Implementation
Backlink
Development
Monitor &
Review

5. SEO Planning
KW Research
& Brand
Analysis
DIME sign off
Sign off IA and
deliver to
agencies
Produce
ENGLISH
Master SEO
Meta data
Deliver to
WME
SDL translating
on-page copy
Localisation
Localise SEO
Meta data,
supported by
KWR
Brief language
professionals
Quality
Assurance
Proofing of SEO
Meta data
Review proofing
and finalise Meta
data documents
Implementation
Deliver SEO Meta data
to WME
Implementation of
Meta into CMS by
WME
SCO’s provide feedback
to SEO Meta data
Monitor and
Review
Deliver monthly
reporting to DIME
Initiate off-page/video
optimisation strategies
Provide on-page SEO
recommendations to
WME and external
agencies
Provide off-page SEO
recommendations to
the Sony Press Centre
and external agency –
(Immediate Future)
5

6.  Detailedkeyword research& localisation
 Deep dive PPC data analysis
 Initialplatform analysisand recommendations
 Hub meta and contentrecommendations
 Implementationsupport with WME
 International LinkingCampaigns
 Custom organictrafficanalysissystem
 Positiontrackingfor 3713 target keywords
 Custom monthly performancereports
6AVME - Search Engine Optimisation

7. traffic increase
week-on-week
Week 5 Jan 2010
traffic increase YoY,
across Europe
Jan 2010 vs Jan 2009
increase in the depth of keywords YOY
Jan 2010 vs Jan 2009
increase in the depth of keywords YOY for DE, FR and RU
Jan 2010 vs Jan 2009
outperformed TVME by 15% increase in traffic YOY.
Jan 2010
When TVME had this sizeable of an increase through PPC it
had cost them £50,000 a week (more or less £1 cpc).
Quote by: Heath Weaver
7AVME - Search Engine Optimisation

8. 0%
10%
20%
30%
40%
50%
SEO Traffic Increase
45%
15%
Comparative Increase
Jan 2010
DIME
TVME
0
0.2
0.4
0.6
0.8
1
CPC
0.36
£1
HUB CPCs for Similar Traffic
levels – Jan 2010
DIME SEO
TVME PPC
DIME Campaign Highlights
Natural Search Traffic
YOY
+45%
Keyword Depth YOY
+35,000
Keyword Depth YOY
DE, FR, RU
+150%

9.  35,000 (101.24%)
increase in the
YOY, within the
month of
January.
 Since launch,
weeks 2-5 show a
14,000 (27%)
increase in
keyword depth
versus
December’s week
50-53.
9AVME - Search Engine Optimisation

10. 50%
50%
Visible
Not Visible
Target Keyword Exposure
72%
28%
The pie charts above compare the percentage of DIME keywords visible in the top 50 results in Google
Data is based on 3713 individual key phrases being tracked by HP Group and spans 16 countries
10AVME - Search Engine Optimisation
Dec 2009 (Benchmark/Pre-launch) Jan 2010 (Post-launch)

11. Sony DIME (Fr) BackLink Profile
0%
10%
20%
30%
40%
50%
60%
70%
80%
Overall Score
mozRank
Trust
Domains
Linking
External Links
Benchmark 2009
Post Campaign 2010

12. Sony DIME (De) BackLink Profile
0%
10%
20%
30%
40%
50%
60%
70%
80%
Overall Score
mozRank
TrustDomains Linking
External Links
Benchmark 2009
Post Campaign 2010

13.  SEO data into
DIME Hub first
week in Jan
 Traffic showed
sharp increase
towards pre
Christmas
levels!
13AVME - Search Engine Optimisation

14.  HP Group are monitoring
DIMEs competitors across
Europe.
 This diagram shows the
comparison between Sony
DIME and its competitors
within organic search.
 Sony DIME show a clear
stronghold over all other
competition.
14Sony DIME Case Study