Multilingual SEO Nearshoring by Hop Online - 2011
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YOUR LOGO The Search & Social Mix AdWords landing page ROI call to action conversions Blog keywords hop-online.com ilingual SEO , PPC & Social Media Marketing
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This deck presents Hop Online's philosophy & approach to PPC, SEO and social media marketing. Thinking of outsourcing or even offshoring SEO/SEM? Think Nearshoring first!
Transcript of Multilingual SEO Nearshoring by Hop Online - 2011
The Search & Social Mix
AdWords
landing page
ROI
call to action
conversionsBlog
keywords
hop-online.com
Multilingual SEO , PPC & Social Media Marketing
Contents
About Hop Online
Search Engine Optimization (SEO)
Pay-per-click (PPC) Management
Social Media Optimization (SMO)
Contacts
Page 2
Hop Online -- Europe’s Leader in Multilingual SEO Nearshoring
Leading SEO, SEM & Social Media Marketing firm in Bulgaria.
12+ years of combined experience managing multilingual SEM, SEO and Social Media campaigns internationally.
Google AdWords Certified Partner.
Our mission is to help clients achieve their online marketing goals and to deliver measurable return on investment (ROI).
hop-online.com
(Click to view our LinkedIn profiles)
Paris ChildressCEO
Boyan StoyanovSearch Specialist
Lachezar GeorgievSEO & SMO Specialist
Stanislav DimitrovHead of Search
Languages:
4 Key Components of a Complete Search Strategy
Achieve near-term, controlled ROI;
supplement and gather key data for SEO.
Convert more of your visitors into customers
with stellar design, intuitive usability and strong calls-to-action.
Optimize your digital assets for competitive ranking within organic search results for top keywords.
Generate demand and engage your audience where they spend most of their online time—social media sites.
hop-online.com
Hop Online’s Core Services Address Each Component
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• On-page site audits & SWOT analysis
• Competitor analysis• Blogging / SEO content creation• Scalable link-building• Actionable analytics measurement &reporting
• Conversion goal setting • Geo & language targeting • Keyword build-out• Campaign structuring• Ad copy• Keyword bid optimization
• Path to conversion analysis • Landing page design• Landing page copy• A/B split testing• Multivariate testing
• Custom Facebook fan pages• Twitter account strategies• YouTube channel • Cross-platform campaigns• Monitoring and reporting
Search Engine Optimization (SEO)
hop-online.com
The SEO PyramidSocial
Link popularity
Keyword research & targeting
Content & accessibility
On-page SEO
Off-page SEO
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Our approach to SEO
Identification of keywords with highest profit potential.
Measure fanatically; keep doing more of what works and less of what doesn’t.
Plan & create great content that will attract natural links.
Build high-quality links to targeted pages using keyword-optimized anchor text.
Keyword research
Link-building
Measure&
Improve
Content development
On-page Site Audit
Align site with keyword opportunities; enhance crawlability & usability of the site.
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SEO Site Audits – Building the Foundation for Success
Semantic/structural Technical Conversion optimization
Meta page titles Robots.txt Overall usability
Meta descriptions Site maps Click depth of conversion pages
Url structure Canonical tagging Conversion paths and funnel analysis
Header tags Duplicate content correction
Internal and deep linking 404 errors
Alt image tags Redirects and url mod rewrites
Toolbox:
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Link building goals
Internal cross-linking
Maximizing flow of link equity to target pages from internal and external pages
Inbound-linking from external
pages
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Link-building methods: Quality > Quantity!What Where
Anchor-text optimization of existing link portfolio
• Existing active inbound links• Reclaim links to 404 pages of competitors
Competitor research • Link intersect analysis and action• Reverse engineering and replicating top competitors’ links
Content submission • Article submission• Video submission• Photo submission and tagging• Slideshare.net (if presentation)
Content repurposing • Wiki hub sites: Squidoo, HubPages, Mahalo• Blogging platforms: Wordpress, Posterous, Tumblr• Twitter
Directory submission • Authority directories: DMOZ.org, Y! directory, BOTW• Geo & vertical-specific directories
External blogs • Guest blogging opportunity identification & negotiation• Selective blog commenting
Link requests • Partners, buyers & suppliers• Offering embedded link content to authoritative sites
Widgets • Embedable games, badges, widgets, etc.• Other viral content (e.g. infographics, calculators)
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Achieved by:
• Improving ranking for target keywords• Increasing organic search traffic from
keyword long-tail• Increasing number of site pages indexed by
search engines (including blog posts)
SEO Case Study: 78% Organic search traffic improvement for a leading online payment gateway company
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Monthly SEO Reporting1. Rank tracking
2. Traffic from search engines
3. Conversion value & ROI
Benefits of PPC Advertising
Reach vast majority of Internet users in desired location(s).
Targeted impressions from keyword searches & relevant web pages.
Direct responses to engaging text ads exactly at time of interest.
Cost-effective initial engagement.
Performance-driven. Measurable ROI. Flexible & scalable.
Brand Awareness
Lead Generation
Customer Sales Funnel
Reach, Timing, Cost & Flexibility at Key Stages of Buying Process
SalesConversion
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How AdWords Can Pay For Itself… And Then Some
$1,000 initial investment in AdWords
$0.10 CPC ≥ 10,000 clicks
1% conversion rate = 100 sales
Average margin per sale = $50
$1K investment returns $5K in sales
Reinvest profits, increase budget
ROI = 500%
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The PPC Virtuous Cycle
7 500 / 900%
15 000 / 900%
22 500 / 900%
30 000 / 900%
37 500 / 900%
7 500 / 500%
15 000 / 500%
22 500 / 500%
30 000 / 500%
37 500 / 500%
7 500 / 200%
15 000 / 200%
22 500 / 200%
30 000 / 200%
37 500 / 200%
7 500 / 100%
15 000 / 100%
22 500 / 100%
30 000 / 100%
37 500 / 100%
7 500 / 50% 15 000 / 50% 22 500 / 50% 30 000 / 50% 37 500 / 50%
7 500 / 20% 15 000 / 20% 22 500 / 20% 30 000 / 20% 37 500 / 20%
0.25
0.50
0.75
1.00
1.25
0.5% 1.0% 1.5% 2.0% 2.5%Cost-per-
click
Click-through rate (CTR)
CTR improvements’ impact on Revenue / ROI
1.50
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* Fixed assumptions: 1M Impressions, 1% Conversion rate, 150 EUR Revenue/Conversion
Our Approach to Google AdWords & PPC
Build brand awareness Gather key data for SEO purposes Generate measurable ROI
Unique stages of buying cycle (research vs. buy keywords)Unique product or service lines
Optimize keywords, bids, ad copy and placement targeting
Keyword research, expansion & clustering
Establish coordinated and differentiated messaging for ad copy
Goal setting Keyword build-out
Ad creatives
Report / Optimize/
Repeat
Campaignstructuring
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Ad Groups Targeting Keyword Head and Long-tail Search Phrases
Searchvolume
ROI
antivirus software
spyware protection
free antivirus download
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13.6 million monthlysearches
450K monthly searches
75K monthly searches
Ad copy contains exact keyword phrases and specific calls to action
Key Performance Indicators (KPI) in ROI Measurement
* Ad CTRAd Impressions = Conversions
Net income per conversion / Cost per conversion - 1
ROI
* Conversion rate
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AdWords Case Study: Leading Ecommerce Payment Solutions Provider
AprilMay
JunJuly
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
31053113
31682712
960013200
12900
8800
ValueSpend
309%424%
407%324%
ROI
Average $3 in revenue for every $1 invested
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Social Media Optimization (SMO)
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Social Media Strategies Driven By Content & Conversations
SEO
PPC
Email Marketing
Social Bookmarking
Blog Company fan page Advertising
Groups Company profileDirect Ads
Brand channelSEO for videoPPV video ads
Image SEO FollowersSMS marketing
OriginalContentKeywords!
Decentralized content that finds the customer in the right place at the right time
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Generate Content, Pull Users through SEM, Push Content through Social
Channels
Our approach to Twitter/social media
Listen to the real time conversation happening around target keywords and brands
Define what kind of personality the brand will have through the tone and content of tweets
Measure everything: retweets, site visits, conversions, etc.
Follow relevant people and get followed back; maintain healthy ratio
Create campaigns for new, fresh content on a consistent schedule
Join & ListenCreate brand
personality
Build fans &
followersContent! Measure &
Improve
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Get in Touch!
Paris Childress
Linkedin.com/in/parischildress
Facebook.com/paris.childress
Twitter.com/hop_online
pchil9
SEOnearshoring.com
hop-online.com
Linkedin.com/in/stanislavdimitrov
Facebook.com/stanislav.dimitrov
Twitter.com/searchrocks
stanleynik
stans.posterous.com
Stanislav Dimitrov
