• Like

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

International SEO: How to Establish a Global Web Presence With a Localized Feel

  • 1,169 views
Uploaded on

 

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,169
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
16
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Let’s look at how the international search market is growing and which regions and countries had a significant change.
  • For most global companies, a web presence has grown organically out of necessity in local markets. Local distributors or local offices built and maintain websites, search engine and social media presence to meet the needs of local customers. Corporate head quartersompanies have little to no involvement in the set up and maintenance of these local web presences. This creates positives and negatives from a Web Management, Presence and traffic generation standpoint;

Transcript

  • 1. International SEO
    How to Establish a Global Web Presence
    With a Localized Feel
  • 2. Housekeeping …
    Request a 1-on-1 lab online
    1
    http://www.businessol.com/labs
    Recorded presentation & slides will be sent via email following the event
    2
    Follow BusinessOnLine on Twitter: @BOLOptimized
    3
    Become a fan on facebook: www.facebook.com/BOLOptimized
    If Tweeting about this session, please use this hashtag: #seo
  • 3. Agenda
    International Marketing
    Managing Global Websites
    Web CMS
    Global Gateway
    Managing International Content
    Content Translation
    International SEO factors
    Site wide
    On-Page
    Off-Page
    Putting it Together
  • 4. POLL
  • 5. International Marketing Blunders
    Pepsi slogan US: “Pepsi Brings you back to life”
    • Translated into Chinese: “Pepsi brings your ancestors back from the grave”
    Clairol introduces the “mist stick” into Germany
    • No one seemed to have use for a “Manure Stick”
    Scandinavian vacuum manufacturer
    • US translation “Nothing sucks like an Electrolux”
  • International MarketingChoosing Your Target Countries
    • Population
    • 6. Internet penetration by country
    • 7. Internet buying behavior
    • 8. Current traffic sources – Analytics
  • Choosing Your Target MarketTargeting by Country vs. Language
    • SEO best practice
    • 9. Budget
    • 10. Combination approach
    Start with languages and build up your country specific localization over time with testing, research and analytics
  • 11. B2B vs B2C
    High Cost
    Economies of Scale/
    Lower Cost
  • 12. Globalization vs Localization
    Global Products
    Highly Technical
    Ex: iPod, Honda Civic
    Localized Products / Marketing
    Laundry Detergent, Ford Trucks, Coats, McDonald's etc…
  • 13. Cultural Considerations
    Ethnocentrism:
    Tendency to believe one's ethnic or cultural group is centrally important, and all other groups are measured in relation to one's own. The ethnocentric individual will judge other groups relative to their own particular ethnic group or culture.
  • 14. Managing Global Websites
  • 15. Managing Global Websites
    For most global companies, a web presence grows organically.
    Positives:
    • Highly localized websites, relevant to local users
    • 16. Possible good rankings in local search engines
    Negatives:
    • Inconsistent branding & user experienceinefficiencies
    • 17. Power of the corporate site from an SEO
  • Want to view the full webinar on demand? Download it free at: http://bit.ly/cuX6sV