Bill Hunt - Global Search

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Bill Hunt's presentation to SEMNE, March 31, 2010. Bill explains how to improve international search rankings.

Bill Hunt's presentation to SEMNE, March 31, 2010. Bill explains how to improve international search rankings.

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  • 1. Global Search Marketing
    Your just a click away from the world!
    SEMNE CT Meeting
    March 31, 2010
    Bill Hunt
  • 2. 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.
  • 3. 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
  • 4. 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
  • 5. Opportunities
  • 6. Business Opportunities
    Going Global = More Business Opportunities
  • 7. Opportunities - Regins
  • 8. Opportunities - Languages
  • 9. Opportunities - Countries
  • 10. 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
  • 11. Review the Opportunities
    http://www.google.com/landing/exporttool/
    https://adwords.google.com/select/KeywordToolExternal
  • 12. Planning & Challenges
  • 13. 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
  • 14. Target Engines
    Google – 62.4%
    Yahoo – 12.8%
    Baidu – 5.2%
    MSN(bing) – 2.9%
    Naver – 2.6%
  • 15. There are some challenges…
    Different market means different:
    Rules
    People
    Culture
    Behavioral Patterns
  • 16. 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.
  • 17. On-going Challenges
    Ranking Reports
    Campaign Maintenance
    Foreign Customer Services
    Legal / Contracts
    How to stay
    “Competitive”
    in foreign market
  • 18. Key Elements of Search – any language
    • Ensuring your site is search friendly which allows spiders to visit and index the content on the site
    • 19. Ensuring your pages include the keyword phrases actually used by searchers
    • 20. Ensuring the pages of your website are as compliant as possible with the search engine scoring algorithms
    • 21. Ensuring compelling and action oriented descriptions that encourage visits
    • 22. 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
  • 23. Infrastructure Issues
  • 24. Leverage Templates for Scale
    • Maximize reach across the organization & globe
    • 25. Focus on top level templates
    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
  • 26. 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.
  • 27. 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
    • 28. Rank well without significant local interaction and optimization
    • 29. 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
    • 30. Altering templates to allow addition of geo-specific keywords to titles, headings, and spiderable text
    • 31. Reducing redirects and simplifying URL structures to increase performance of pages as well as spiderability
    • 32. 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
  • 33. Barriers to getting global sites indexed
    Popups can’t be indexed
    • Pull-down country maps can’t be crawled
    • 34. Restrictive JavaScript for language detection
    • 35. Restrictive Robots.txt and meta robots
  • 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
  • 36. GEO Targeting for Google
    Pages in Germany “.de”
    All web
    Pages in German language
    Sitemap
    Country setting
  • 37. 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
  • 38. 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
    • 39. Leverage Partners and Distributed content to increase link equity
    Helps define the global server strategy as well
  • 40. Linguistic Issues
  • 41. Benefit of Website Globalization
    Standard site design and management
    Linking strategy
    Cost saving
    Time efficiency
    Manpower reduction
    Standardizing brand image and business strategies
  • 42. 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
  • 43. 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.
  • 44.
    • 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
    • 45. Educate them on the value of the words and why to look beyond branded terms 
    • 46. Share well performing words in local markets with all markets for potential new opportunities (closed feedback loop)
    • 47. Don’t translate keywords but identify the best words for the local market.
    Keyword Research
  • 48. 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
  • 49. 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!
  • 50. 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
  • 51. Managing the Localization Process
    • 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”
  • 52. 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
  • 53. Localized PPC Ad Creative
    Write effective ads for each market
    Double byte characters = A half the space
    Check competitors’ ads
    Use dynamic insertion cautiously
  • 54. Team & Organizational Issues
  • 55. Winning Hearts and Minds
    • Build a Culture of Search
    • 56. Set expectations accordingly -- local teams often don’t have as much resource and asked to do many other tasks
    • 57. Develop your own local awareness.
    • 58. Remember, you’re from headquarters and you’re supposed to be there to help.
    • 59. Not knowing what the major local search engine (or language, or major holidays) are doesn’t make for a good foundation.
    • 60. Where you have them, trust your local teams.
    • 61. Educate, Empower, and Trust Them: They have the cultural context and local market knowledge.
    • 62. Provide global resources and support (basic search knowledge, central infrastructure optimization, etc.)
  • Brand
    Brand
    Brand
    Brand
    Web
    Marketing
    Site Arct
    Europe
    Latin
    America
    Asia
    Japan
    Centralized Team Structure
    Manages
    • Coordination of centralized team
    • 63. Overall Search Strategy
    • 64. Search related Training
    • 65. Integration of Paid and Organic Search
    • 66. Agency Relationships
    WW Search Manager
    Website Liaison Role
    • Coordinate with site framework and design
    • 67. Consulting with Site Infs. team on metrics, flow & function
    • 68. Support web strategy & Web 2.0 efforts
    • 69. Compliment web marketing initiatives
    Brand Search Strategists Role
    • Brand specific keyword research
    • 70. Brand level page auditing and optimization
    • 71. Coordination with Development Team
    • 72. Both outsourced and internal resources
  • 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
  • 73. 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
  • 74. Deploy Performance Metrics
    Performance by business unit for critical keywords
  • 75. 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
  • 76. 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
  • 77. Thank You.
    eMail: bill@whunt.com
    Twitter: billhunt
    Blog: www.whunt.com
    Site: www.back-azimuth.com