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Www.obanmultilingual.com Ladbrokes Link-Building Proposal: Topic: Poker Market: Sweden 2009 April 24.

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Presentation on theme: "Www.obanmultilingual.com Ladbrokes Link-Building Proposal: Topic: Poker Market: Sweden 2009 April 24."— Presentation transcript:

1 Ladbrokes Link-Building Proposal: Topic: Poker Market: Sweden 2009 April 24

2 Overview Introduction  Oban Multilingual  International SEO  Multilingual SEO Link building  Keyword selection  Unpaid links:  s  Forums  Blogs  Press releases  Directories  Link-bait  Paid links  Editorial pages Multivariate Testing

3 Oban Multilingual  Multilingual SEO/SEM agency  Teams in 26 countries  Multinational client base  IAB (Internet Advertising Bureau)  E Consultancy

4 What is International/Multilingual SEO?  Keyphrases: Cultural variants  International Search Engines  Global Content  Domain names/localisation  Global Social Media  Growth in penetration per country International SEO

5 International SEO Translated SEO versus Localised SEO Learning Business English: In Spain there are at least three different ways to search for business English course all of which would be included or at least considered in an SEO/SEM campaign. curso ingles empresa - approx 110 searches a month curso de ingles comercial - approx 110 searches a month curso ingles empresarial - approx 390 searches a month

6 Multilingual SEO Best Practice “Think Global! Act Local!”  Local Hosting: In addition to the domain extension, search engines also consider the IP address location of your server to determine the geographical relevance of your site.  Local Top-Level-Domains  Do not translate! Local keyword research relevant to cultural environment of user  Local link-building: build relationships with local sites relevant to your product/service.  Consider local Search Engines  Multilingual SEO copy: For optimum results, copy should be written from scratch in the target language.

7 Why Multilingual SEO?  70% of internet search queries are not made by native English speakers: 900 million people Multilingual SEO

8 Link building - Overview Introduction  Oban Multilingual  International SEO  Multilingual SEO Link building  Keyword selection  Unpaid links:  s  Forums  Blogs  Press releases  Directories  Link-bait  Paid links  Editorial pages

9 Keyword selection Keyword selection - POKER Keywords- SwedishEnglish translation Avg Monthly Search Volume Current Ranking Position (Google.se) online poker 22,200 - texas holdem 8,100 - gratis pokerfree poker8,100 - spela pokerplay poker5,400 - poker bonus 4,400 - poker spelpoker games3,600 - texas poker 2,900 - svenska pokerswedish poker2,400 - pokerspelpoker games1,600 - spela poker onlineplay poker online1,300 - *Key: - = not ranking within the first 50 search results

10 Swedish search engines Swedish search engines:

11 Local Link-Building  Critical factor for multilingual SEO  Anchor links to websites are highly important  Relevancy is a key factor  ensure this is to research the local web environment related to a particular site in the language and culture of that site.  Quality over quantity Multilingual SEO Best Practice

12 Unpaid links Link request s:  Personal s and phonecalls sent to webmasters of content related websites locally  Link pages, partners, recommend websites  Websites hosted in Sweden or in Swedish with Swedish TLD  Homepage PR- 3 and above  Benefits of linking stressed (e.g. benefits to the site’s users)  List of contacted websites in monthly updates

13 Unpaid links Poker-related website: Web analysis:  closely related – Poker news but not competitor  hosted in Sweden  in Swedish  relatively High PR - 4  3 years old domain  High quality links but time consuming process Web analysis:  closely related – Poker news but not competitor  hosted in Sweden  in Swedish  relatively High PR - 4  3 years old domain  High quality links but time consuming process

14 Unpaid links Poker-related website: Länkar- Link pages Benefits:  Becoming a part of poker hub/ network  Building good neighbourhood  SEO values (link equity/juice) Benefits:  Becoming a part of poker hub/ network  Building good neighbourhood  SEO values (link equity/juice)

15 Unpaid links The best poker websites recommended: Benefits:  Becoming a part of poker hub/ network  Building good neighbourhood  Building good reputation  SEO values (link juice) Benefits:  Becoming a part of poker hub/ network  Building good neighbourhood  Building good reputation  SEO values (link juice)

16 Unpaid links Forum and blog posts Various strategies deployed:  contact with webmasters and bloggers to place a link on relevant websites  often $  Initiation of discussions or posting replies  Links in posts

17 Unpaid links - Forums Example: Forum on playing poker: Benefits:  Anchor text links in post = SEO value  Building reputation  Popularising name  Increasing traffic  Expert status in niche Benefits:  Anchor text links in post = SEO value  Building reputation  Popularising name  Increasing traffic  Expert status in niche

18 Unpaid links - Forums Forum on playing cards: Discussion initiation - link in a thread

19 Unpaid links - Blogs Blog on playing poker: sent to the blogger asking for a paid link/ post

20 Unpaid links - Blogs Blog on playing poker: Related article sent to blogger asking for publishing

21 Unpaid links - Press releases Press releases  Agreed number of articles per month submitted to press release centres with links within the text  On request could create articles for an additional charge  When selecting press portals we look out for: number of subscribers (reach) number of subscribed journalists number of page views and visits Page Rank, indexed pages (yes/no) anchor text possibilities cost/benefit-factors

22 Unpaid links - Press releases Press release centre:

23 Unpaid links- Press releases Press release- example Benefits:  Building reputation  Brand promotion  News announcement  SEO values: link in Benefits:  Building reputation  Brand promotion  News announcement  SEO values: link in

24 Unpaid links- Directories Directory submissions (only the most respected general directories) Benefits:  Traffic increase  SEO value (anchor text)  Cheap source of links Benefits:  Traffic increase  SEO value (anchor text)  Cheap source of links

25 Unpaid links- Directories Directory- niche directories on online gaming Benefits:  Position building in niche  SEO value (anchor text)  Closely related: relevant category Benefits:  Position building in niche  SEO value (anchor text)  Closely related: relevant category

26 Paid links Paid links offers presented every month with comments:  how closely related is the website to your website  Page Rank  page rank of the page where the link would be placed  domain age  cost-benefit Example of paid link offer: LinkDescription Homepage Page Rank Specific page Page Rank Dom ain agePriceComments uk/dirgap_cbreak.shtml overseas jobs- gap year 6 5 Jun links- £180 per year - 30 words, 1 link £75 very closely related, high PR of internal pages, affordable uk/vol.shtml overseas jobs- voluntary work4 uk/dirnurse.shtml overseas jobs- nursing jobs4

27 Editorial pages Editorial Pages:  success in obtaining editorial pages: an article page added to a website (see example on next slide)  content for the editorial pages-provided by a client - ideal or we can create content for an additional fee  Editorial page opportunities presented in monthly reports  Upon client’s approval - full management of the placement and payment process

28 Editorial pages Example of Japanese editorial page (client: hotel booking engine). Article topic related to website topic: travel Three deep links in an article text Article page linked from homepage or internal pages

29 Link-baiting Social media Possibility of link-baiting on Swedish social media and networking sites if a client provides us with interesting videos, photos, articles  Facebook  Twitter  You tube  My space  Bebo  Flickr  LinkedIn Facebook LinkedIn Google Insight

30 Multivariate Testing Introduction Increase conversion rates through testing Once you have the visitors optimise their actions Optimise the content/images/style Use scientific tests – Set up alternatives to elements (Hypothesise) – Test these alternatives live – Track their response through conversions for each – Apply the best alternatives – Rinse and Repeat.

31 Multivariate Testing No size fits all Consider culture. What works for one culture may not work for another: – Germans prefer their own language, French are much more open to English phrases. – Far eastern cultures prefer a much higher page density and longer pages to western cultures. – In China red is considered lucky yet only used in very small amounts on websites. Plain white is the preferred background for content with sky blue for highlighted elements (e.g. headings). Testing finds cultural differences Testing can be applied to different user segments

32 Multivariate Testing Why test? The Next Step – monetise visits Scientific - backed up with real user data Easy - no content code changes required Powerful - even small conversion increases provide ROI Trackable returns - compare performance of new with original Use exisiting knowledge - Researchers’ culture, Oban’s proprietory knowledgebase Examples Swedish multivariate team reviewed site Performed an initial evaluation of the Poker pages and landing page.

33 Multivariate Testing - Examples Poker home page Headings and call to actions are particularly powerful. Headings should promote benefits of converting. A strong preference for the English version of images was felt as the team could not identify with the male poker player. “Overall this page darker with a more serious tone. This fits in well with the profile of a typical [Swedish, online] poker player.”

34 Multivariate Testing - Examples Alternative Calls to actions: “Ladda ner”: Download now. Recommended by our Swedish Team “Download”: English is often used in Swedish sites, but risks alienating some. Alternative Calls to actions: “Ladda ner”: Download now. Recommended by our Swedish Team “Download”: English is often used in Swedish sites, but risks alienating some. “ Claim your kr” - was “Apply for $1000 ” which suggested more work was required to signup “See you at the poker tables” is punchier and more personal Poker home page (cont.)

35 Multivariate Testing - Examples As of March 2008, 26.4% of Swedish internet users use Firefox. This may be higher on gambling sites due to the profile of Swedish online poker players. Positional priority is very important in conversion. Conversion should match position with left-to-right languages putting more important conversion actions on the left. The majority of users prefer lower contrast colours when reading text. White on black can be seen as overwhelming/tiring

36 Multivariate Testing - Examples Landing page Consider creating and testing alternative graphics/offers to produce a conversion uplift Research has shown that conversion can take up to 5 seconds even with a familiar currency “This page is clean with well defined calls to action. Consider prioritising a few [calls to action] so the user is not overwhelmed with choice. “

37 Multivariate Testing - Case Study VisitJordan - Introduction Focussing on promoting Jordanian Tourism Initial test involved around 3000 visitors throughout the experiments Targeted, localised PPC campaigns to drive high quality segmented traffic to specific landing pages Identical designs to highlight differences in French and German search and travel cultural behaviour Drastic differences in successful conversion triggers, some very surprising results. Ongoing follow up tests to build on the our results

38 Multivariate Testing - Case Study German site VisitJordan - Results French site

39 Multivariate Testing - Case Study VisitJordan – Analysis of German site Using the original content conversion rate was 6%, however localising gave a 100% conversion lift. The top three performing combinations all used localised headings. The highest performing combination used a localised heading and call to action. This gave double the conversion rate of the original page with simple translated content. After localisation the colour of the call to action was the second most important factor. The original page ranked 7th place (of 8) in terms of conversion rate.

40 Multivariate Testing - Case Study VisitJordan – Analysis of French site The dimensions of the elements were the most important factor in producing a conversion lift. The localised content of the call to action also affected the conversion rate positively. Interestingly the translated version of the heading performed consistently better than the localised version. The size of the elements encouraged conversion. Futher testing found an optimum value for each element. The original page was ranked at 6th equal (of 8) place in terms of conversion rate.

41 Multivariate Testing - How? GlobalMaxer v3: Testing made easy Unique tool to manage multiple tests without changes to your site Dashboard with executive summary of running experiments Full reporting modules including combination and individual element reports Easy set up wizard with no technical background required

42 Multivariate Testing - How? Unique tool to manage multiple tests without changes to your site Visitors are only counted once even if they delete their cookies. GlobalMaxer v3 (cont.): Testing made easy Point and click selection of sections to test. Works alonside other tools (e.g. Analytics/Adwords)

43 Multivariate Testing - How? GlobalMaxer Advantages Optimise dynamic pages, for example pages with live data. Accurate. A visitor is only counted once even if they delete their cookies. Visitors can be tracked across sites. Easy setup. No HTML knowledge required. Works alongside other tools (e.g. Analytics/Adwords) – Can optimise the results of other tools (e.g. Text to Image replacement)

44 Costs Link Building From £600 a day - £400 ½ day Multivariate Testing Consultancy : £900 a day GlobalMaxer: £500 a month (from)

45 Ladbrokes Link-Building Proposal: Topic: Poker Market: Sweden 2009 April 24


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