Competitive strategies in international search marketing john coburn praxis now

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

INTERNATIONAL

SEARCH MARKETING JOHN COBURN

20th October 2011

COMPETITIVE STRATEGIES IN

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INTERNATIONAL

SEARCH MARKETING

10 COMPETITIVE STRATEGIES IN

(Otherwise known as )

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SEO STRATEGY (because you need one) If you are far from the enemy, make him

believe you are near

Sun Tzu

1

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SEO STRATEGY W

EB

SIT

E T

RA

FFIC

UNIQUE KEY-PHRASES

Source: Covario / NetConcepts

Non-Brand-related 1 : 40

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GEO-LOCATION (to compete on foreign national search engines)

2

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INTERNATIONAL SEO

& GEO-LOCATION

Domain Extension

Domain Registration Address

Hosting IP Address

Google Webmaster Setting (generic TLD)

Things that can impact Google’s understanding of your target geography

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Neighbourhood

Inbound Link Topology

GEOLOCATION

BEST .co.uk or generic: registered and hosted in UK

GEO-LOCATION: SCENARIO 1

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Neighbourhood

Inbound Link Topology GEOLOCATION

NOTE: Not workable with a .ie domain

EQUIVALENT .co.uk or generic: registered Ireland and geo-located to UK


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Neighbourhood


GEOLOCATION

STILL AT HOME Dangers of replication!


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Neighbourhood

Inbound Link Topology GEOLOCATION

What many Irish Companies are doing: DEFAULT

NOTE: Can still compete for unique brands, geo-locator based terms and unique search phrases


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Domain Extension

Domain Registration Address

Hosting IP Address


Neighbourhood

Google Webmaster Setting (generic TLD)

Things that can impact Google’s understanding of your target geography

INTERNATIONAL SEO

& GEO-LOCATION

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SEPARATE WEBSITE PER TARGET GOEGRAPHY (or geo-located sub-domain)

3 . . .AND LOGICALLY THEREFORE. . .

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THE NEW PPC LONG-TAIL (AdWords “Quality Score”)

4

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THE “OLD” PPC LONGTAIL BEHIND THE TIMES?

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“RELEVANCE”: A MORE USEFUL MODEL

RELEVANCE HIGH LOW

€ Low Quality Score Poor Alignment / High Competition

Medium Quality Score Low CTR / (often) Low Competition

High Quality Score High CTR / Good Alignment

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GOOGLE’S KEYWORD QUALITY SCORE DETERMINES HOW MUCH YOU PAY PER CLICK + WHERE YOU ARE RANKED

QUALITY SCORE SCALE

1 - 10

CTR GOOGLE’S KEYWORD

QUALITY SCORE

Source: Google

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ORIGINAL & HIGH QUALITY CONTENT (written as you wish it to be read, then revisited for optimisation)

5

2011 & 2012: Carnage in Google’s Index

Duplicate Content Mininets

Cloaking (hidden content)

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COMPELLING [CAPTURE] VALUE PROPOSITION (on every page of your website)

6

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MOST PREVALENT, BASIC

ONLINE SALES PROCESS I

HELLO CONVERT

INFORMATION-DRIVEN / FACILITATION

RELATIONSHIP MANAGE

NEWSLETTER VISITOR

(One “all or nothing” value proposition)

Typical “campaign level” conversion rate = ? 2%

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CONVERT GROW LEAD

CAPTURE HELLO

missing step (What to do with % of other 98%)

SLIGHTLY MODIFIED (BUT STILL SIMPLE)

ONLINE SALES PROCESS II

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13 ways solid fuel

heating can save

money on your

energy costs

GUIDE TO CUTTING YOUR

ENERGY BILS BY 25%

Scope for 20+ different, compelling value propositions on separate Landing Pages, targeting

separate buyer priorities at different stages in the purchase

process or by user type

CASE STUDY

Original

CASE STUDY

Concept

• READ ON SCAN • RELEVANT RIGHT NOW

• EASY TO REQUEST • INSTANT GRATIFICATION

• TO THE POINT • HIGHLY VISIBLE

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3 What’s the

Capture Value Proposition?

CASE STUDY

Original

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CASE STUDY

Concept 1

Keeping it Simple

Keep it simple – get more detailed information later in the process

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CASE STUDY

Concept 2

Keep Free Trial as is

Ireland’s leading supplier of easy to use bookkeeping software for small and medium businesses

21 things you need to know about

the new tax changes for 2012

Add a compelling, campaign-support

page-level value proposition for lead

capture without need for a trial (prospect

may not be ready or have time to trial – yet.

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Get our exclusive free guide to leveraging the power of your brand

CASE STUDY

Concept

Online Shop

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MAP YOUR ONLINE SALES PROCESS (point of 1st contact to point of conversion. Lifecycle management)

7

MAPPING THE

ONLINE SALES PROCESS

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“TARGETED” LEAD GENERATION Value proposition alignment

8

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CONVERSION TIPPING POINT

NO SALE SALE

VISITOR QUALITY

POOR QUALITY / IRRELEVANT

HIGH QUALITY / DIRECTLY RELEVANT RELEVANT

(but not now)

98% 2%

A “Quality Visitor” is not just the person who is ready to buy now.

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OPENING THE DOOR

LEAVE CONVERT 98% 2%

Determined by traffic quality

EXCHANGE ANONYMOUS IDENTIFIED

On the basis of a

COMPELLING

Value Proposition

38%

60%

Let’s say

30% May never convert

30% Convert over time

=X15 conversion improvement

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WHO ARE THEY? (I)

PRODUCTION

ENGINEERING

IT

EXECUTIVE

FINANCE

END USER B2B

ANY INFLUENCER TYPE

% SALES PROSPECTS IN RESEARCH MODE (NOT YET READY / WILLING / ABLE TO BUY)

DAUGHTER FATHER

SISTER

BROTHER

SON

MOTHER

HUSBAND WIFE

PLAYER SUPPORTER etc...

B2C [ ]

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WHO ARE THEY? (II) ANY INFLUENCER TYPE + ...

ANY STAGE IN PURCHASE PROCESS

DECISION

ASSESSMENT

BUSINESS CASE

AWARENESS

TCO

DISCOVERY

[ ]

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HOW BIG IS THIS SEGMENT?

A FUNCTION OF:

HOW TRAFFIC WAS GENERATED:

Targeted eMail V Bulk, untargeted Key-phrase targeted SEO V unqualified traffic Managed Social engagement V Viral ‘novelty’ Targeted Advertising V General Advertising

[ ]

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LEVERAGE THE NEW GOOGLE ANALYTICS Event tracking

9

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VIDEO VIEWS

SOCIAL ANALYTICS

TRACKING EVENTS IN THE

ONLINE SALES PROCESS

CONTENT VIEWED ACTIONS TAKEN

DOWNLOADS

GOAL FUNNELS

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DON’T TRY TO FOOL GOOGLE Recent Carnage on the Search Engines

10

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INTERNATIONAL

SEARCH MARKETING JOHN COBURN

20th October 2011

COMPETITIVE STRATEGIES IN

Competitive strategies in international search marketing john coburn praxis now

Technology

registered ireland

seo strategybecause

seo strategywebsite

energy costs

energy bils

different stag

hidden content

basiconline sales process