4 sem camp-content_marketing
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The document discusses strategies for integrating search engine optimization, social media, and content marketing across different European countries. It emphasizes that a one-size-fits-all approach does not work across countries due to differences in languages, cultures, and search engine behaviors. The key recommendations are to centralize strategy while leveraging local expertise, understand cultural differences, and build relationships within each local market to create high-quality localized content and links.
4 sem camp-content_marketing
- 1. Integration of Search, Social & Content in Europe KEVIN GIBBONS BLUEGLASS.CO.UK @KEVGIBBO
- 2. BlueGlass.co.uk @BlueGlass @KevGibbo • BlueGlass EMEA, Zürich, Switzerland BlueGlass UK, London, England • .
- 4. Google hates old-school link building
- 5. Scaled quality content works
- 6. Make content the centre of your online strategy http://www.copyblogger.com/content-marketing/
- 7. Google has more signals on quality than ever
- 9. What users think of your site (bounce rate)
- 10. Where your traffic comes from (referrals)
- 11. Social signals & human engagement
- 12. Your writers’ authority & influence
- 14. Which means it’s not just SEO anymore… It’s brand building! http://www.searchmetrics.com/en/white-paper/google-ranking-factors-uk-2012/
- 15. The best online content I’ve seen this year…
- 16. Is a billboard!
- 20. Organic visibility is still a great way to measure marketing success! • Editorial calendar around key events • 50 natural links to target URL • 215 Facebook likes, 62 Tweets • Drove “Australian Open Tennis Tickets” to #4 in Google
- 24. For best outreach results, you need an audience – social media = likes/shares/retweets, but rarely links
- 25. @KevGibbo How can you apply this across Europe?
- 26. Translated & promoted infographic across 12 countries: Generated high quality links & social shares from authority publications
- 27. http://fiz-x.com/how-to-make-a-lightsaber/ Promoted electronic components infographic Acquired 100+ links/co-citations from 65 unique domains across 5 countries
- 28. A one-fits all approach just doesn’t work – you need local expertise
- 29. But without centralisation it looks like this!
- 30. Centralised Strategy + Local Knowledge = Best International SEO Success
- 32. BlueGlass.co.uk @BlueGlass @KevGibbo Don’t wait – Algorithm changes often happen in English first, so use this to your advantage to be ahead of the game
- 33. BlueGlass.co.uk @BlueGlass @KevGibbo It’s all relative - many languages/countries have very limited geographic reach
- 34. BlueGlass.co.uk @BlueGlass @KevGibbo Low domain authority in smaller markets isn’t unusual, tailor content specifically to get more attention
- 35. Understand local behaviour & European holiday timetables
- 36. Outreach is much easier once you’ve built up personal relationships
- 37. Timing is important – it all needs to line-up to avoid cross-over
- 38. Share the love - HREFLANG can work very well, especially for lower populated countries
- 40. @KevGibbo • Hobby bloggers or webmasters of non-commercial websites can be sceptical of outreach requests • Good opportunities when targeting other German speaking countries such as Austria and Switzerland • Target just a few websites and personally address them, explaining the benefit to their site to share your link • Content/emails must be written by a native speaker • German people are quite straight forward – just tell them what you want! Germany
- 41. BlueGlass.co.uk @BlueGlass @KevGibbo • Yandex has market share – and traditional tactics can still work here, but build carefully, focusing on natural quality links if you can. • We’ve found Russian web users are often a young audience, take this into account when creating content for them. • Use native speakers for content and best outreach success. Russia
- 42. BlueGlass.co.uk @BlueGlass @KevGibbo • Scandinavia has different characteristics, however one theme runs through all of them; there is very limited resource and audience compared with other markets. • While most users are fluent in English, the personal angle & native language approach still works better • Put more focus on the leading authority publications • Lots of consumer protection laws around sending unsolicited emails, personal relationships work better Nordics
- 43. BlueGlass.co.uk @BlueGlass @KevGibbo • When approaching French speaking webmasters, only speak in French. Make sure your grammar is correct. • Co-branded content partnerships work much better than link exchanges for content – make it win, win! French
- 44. @KevGibbo • Italian market is very small, which means you can need to measure quality relative to the individual market • Even Italian national media websites often have very average domain authority scores. Italian
- 45. BlueGlass.co.uk @BlueGlass @KevGibbo • Very commercially savvy in a range of market sectors • Building blogger relationships can be a long-process, but pays off long-term • Use exclusive data/research to gain access to authority sites and publications, creating content which shifts a niche’s standards or knowledge base UK
- 47. 1) Understand the locals & use their expertise
- 48. 2) Centralise your strategy to keep track across all markets & get things done!
- 49. 3) Integrate into a wider strategy with a range of expertise for full benefit
- 50. 4) Send brand signals Google can’t ignore http://www.dummies-for-destruction.co.uk/random/wp-content/who_owns_what.jpg
Editor's Notes
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- #20: Outreach = logos for Mashable, Guardian, https://www.gov.uk/, http://www.coolest-gadgets.com/Social Media = logos for Twitter, Facebook, Google +, TumblrContent Production = something like this: http://www.innovationsinnewspapers.com/wp/wp-content/uploads/2009/08/1.jpgPaid Media = http://ceblog.s3.amazonaws.com/wp-content/uploads/2012/01/kisses_from_katie.pngSEO Strategy = http://imgur.com/OJu6033
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