Global Search Marketing Your just a click away from the world! SEMNE CT Meeting March 31, 2010 Bill Hunt
International Opportunity 85% of Small Medium Businesses in US and Europe indicated search engines offer them the best mode for market expansion 65% of Fortune 100 generate more than 50% of their revenue outside the US 70% of all Google queries were in a language other than English Search is the least inexpensive mode of entry of any form or global expansion.
plane ticket flugticket vlucht billet d’avion 航空券 항공권 volo vuelos Drive targeted leads to your international sites Target Users at the Time of Interest in their language www.yourcompany.com in English / Japanese / French / Korean / German / Italian / Spanish / Dutch
Global Search Challenges But, with the increased awareness and demand comes new challenges… Search breaks down traditional geographic barriers leading to potential customer frustration due to language, navigation or ecommerce issues Content owners now compete for keywords, awareness and traffic based on who has the better optimized content resulting Advanced creative techniques can be counterproductive to search requirements Grass roots programs create duplication and waste 4
Why Go Global? Demand is already coming to you Log file analysis Sales and leads Language and communication ability Customer service Infrastructure (channel partners) Internet usage and E-commerce Market place interests and product categories New Markets & Demand for Products Emerging markets or advancing technology opportunities
Review the Opportunities http://www.google.com/landing/exporttool/ https://adwords.google.com/select/KeywordToolExternal
Objectives and Goals Determine the Business Objectives for Global Websites and Global PPC Campaigns Target audience How to measure the success Size and budget of campaigns In-house, Out-sourced, or Hybrid Create a Project Road Map Research target markets and be prepared
There are some challenges… Different market means different: Rules People Culture Behavioral Patterns
Regional Challenges Different outlet social media, blog, etc. Market trends Different search behaviors Different seasonal behaviors fiscal year shopping, vacation seasons difference in products to push Purchasing options credit card, COD, offline Content regulations gov regulations trademark, etc.
On-going Challenges Ranking Reports Campaign Maintenance Foreign Customer Services Legal / Contracts How to stay “Competitive” in foreign market
Ensuring your site is search friendly which allows spiders to visit and index the content on the site
Ensuring your pages include the keyword phrases actually used by searchers
Ensuring the pages of your website are as compliant as possible with the search engine scoring algorithms
Ensuring compelling and action oriented descriptions that encourage visits
Ensure a well defined and user friendly conversion path
Technical Challenges CMS settings Geo targeting, ccTLDs Index problem Duplicate content Different target engines Languages / localization Right to Left Double byte character set Tools (multi-lingual) Domain, sub-domain Hosting Link building
Optimize the templates when developed Ensure the optimal page elements are pulled into the template correctly
Leverage Style Guides and Business Rules
Forces overseas offices to comply with optimized formats Give you way to monitor implementation of the program
Template and top-level content optimisation Correct use of Header tags Page Title and Meta Data recommendations Fully indexable navigation? Can search engine’s follow all of the links? Ensure all parts of the page are indexable Enhancement of cross-links to distribute link equity Sony.de Sony.fr Etc.
Global SEO for IBM Software Online Catalog IBM Software Online Catalogs are currently available in 235 countries translated in 23 languages. Product ordering is currently available in 33 countries around the world Hungarian Italian Korean Norwegian Polish Russian Slovakian Spanish Swedish Turkish Japanese Traditional Chinese Danish Languages Brazilian Portuguese Chinese Simplified Croatian Czech Dutch English Finnish French French Canadian German Countries who can order Countries with catalogs only Countries not enabled Goals:
Be the “go to source” on the web for all IBM software
Rank well without significant local interaction and optimization
Drive incrimental traffic and conversions from brand and generic terms
Optimizing the Catalog
Working with geo teams to determine current rankings in local search engines and geo-specific terms to optimize for
Altering templates to allow addition of geo-specific keywords to titles, headings, and spiderable text
Reducing redirects and simplifying URL structures to increase performance of pages as well as spiderability
Created country-specific XML site maps to push inclusion
Results: 82% of Tier 1 phrases in all markets ranking on first page Majority of traffic now from Search Exponential increase in sales immediately after indexing Source: IBM Presentation SES San Jose 2009
Barriers to getting global sites indexed Popups can’t be indexed
Location and Language Detection Country Detection Methods Top Level Domain, IP of server/host, detected language Language Detection Most engines an detect top 3 languages automatically 93% of European searchers restrict to “language” Engines using Searcher IP detection to present local relevant content
GEO Targeting for Google Pages in Germany “.de” All web Pages in German language Sitemap Country setting
Fixing Location & Language Barriers Use correct Meta language tags <html lang=“de"> or <html lang=“en_gb"> <meta http-equiv="content-language" content="ja"> Use correct Character Set meta tags <meta http-equiv="content-type" content= "text/html; charset=shift-jis"> -- Japanese <meta http-equiv="Content-Type“ content="text/html; charset=windows-1251"/> -- Russian Use local domain names .de .fr .co.uk They can be hosted in the US At least a few pages on the local market domain
Maximize WW Link Architecture Link Equity is the amount of positive value your website receives from the totality of “links” or “votes” for your content from internal and external sources which is the foundation of Google’s Scoring Algorithm.
Leverage enormous power of WW Sites to build link equity
Leverage Partners and Distributed content to increase link equity
Benefit of Website Globalization Standard site design and management Linking strategy Cost saving Time efficiency Manpower reduction Standardizing brand image and business strategies
Localization Challenges Languages: Different spellings “localise” or “localize” Different meanings “football” or “soccer Currencies Metrics Address Local Legal Requirements Business & License information Hours & Locations Return Policies
Mistakes With “Word for Word” Translation Not translated 「ホテル名」 「US$200以上」 「US$40以下」 「US$ｘｘ以上、US$ｘｘ以下」 「全てのホテルを表示する」 「111件中1番目から20番目のホテル」 ??? Wrong character 「ホテル名」 This should be on the right side of the currency box.
Don't force US keywords on the local offices - share with them the logic behind the recommended KWs (w/data) and let them add their own local touches
Educate them on the value of the words and why to look beyond branded terms
Share well performing words in local markets with all markets for potential new opportunities (closed feedback loop)
Don’t translate keywords but identify the best words for the local market.
Keywords Keyword Research in each market “America (USA)” アメリカ: 110,000 アメリカ合衆国: 14,800 米国: 4,400 合衆国: 720 “Baby carrier” ベビーキャリア:1,600 抱っこ紐:12,100 抱っこひも：6,600 だっこひも：2,900 だっこ紐：1,300
Keyword planning in each language Don’t just translate the English words Add all of the variations to expand keywords 20% of keywords in campaign are not popular or wrong translations 70% of Google queries are from outside the USA!
Keyword Organization & Management Organize your keywords by: Languages Locations Target audiences Purchase cycle Importance Brand name Product name Model numbers, etc. Set up separate account with different target language/location for each market to avoid bidding against yourself
Cheap translation is just that… cheap translation!
Translators are NOT optimizers Many translators don’t even use the Internet Few translators understand keyword research Few translators integrate keyword research into their process
Review basic optimization techniques with team
Teach them to understand key techniques and concepts Help copywriters combine search techniques with marketing copy Maintain keyword prominence and density Often substitute words and phrases “it, our product, we” Understand “correct word” is not always “optimal word”
Glossary Development Blended L10N & Optimization Process Content Translation Localization Step Page QA Page Updates Keyword Optimization Algorithm Compliance SEO Step Ensuring the final page has all the key elements needed for ranking well. Identify, analyze and refine optimal keywords Use SEO best practices to ensure translated content is optimal for scoring Scope Critical Keyword List External Demand On-site Search Current Position Content Availability & User query centric Primary Tasks Keyword Occurrence Keyword Density Keyword Prominence Descriptive Sentence Ensure complete translation Ensure proper language tags Ensure optimal placement of keywords
Localized PPC Ad Creative Write effective ads for each market Double byte characters = A half the space Check competitors’ ads Use dynamic insertion cautiously
Global PPC Management Tools Search engines have best global bid tools Few tools work with double-byte keywords Kenshoo & Make Me Top Few tools roll up all global campaigns Few tools work with local search API’s Deploy tracking tags on international sites Many analytics tools can’t display double-byte Resources are scarce in many markets
Deploy Performance Metrics Leverage Scorecards for governance to ensure consistent global performance goals are achieved. Helps prioritize resource allocation Forces all business units to make an effort IBM’s global search performance increased 500% when BU level performance metrics implemented
Deploy Performance Metrics Performance by business unit for critical keywords
Key steps to a successful global program Demonstrate the business opportunity for search Ensure translators and localizers understand search fundamentals Research and deploy the optimal keyword strategy Integrate search attributes into the development and localization workflow process Research the target markets for regulations, trends, statistics, popular engines and social outlets Take advice from local experts and local offices, and make necessary adjustments to your campaign strategies for each market
Enabler – Get a Handy Reference “Buy this book, read it, and then read it again.”--Chris Sherman, Search Engine Watch Helps guide you through developing your program How to form your team and manage for success