June 2014
John Sellwood
@obansearch
SAME SAME BUT
DIFFERENT
INTERNATIONAL
SEARCH
MARKETING
About Oban
Established in 2002, Oban are a leading multilingual search
and conversion agency
Purist in our approach to cul...
THE BIG SECRET
YOU ALREADY KNOW IT
CUSTOMER CENTERED CAMPAIGNS
Your
customer’s…
Culture
Linguistics
Messaging
Behaviours
Right time,
place, device
Intent
Mot...
ONE SIZE DOES NOT FIT ALL
THE BIGGEST BARRIERS
LANGUAGE IS ONLY PART OF THE ISSUE
0% 2% 4% 6% 8% 10% 12% 14% 16%
Fear of losing your IP
Lack of overseas operations
Corru...
ONLY IN BRITAIN…
WHAT DOES IT MEAN IN PRACTICE?
• KEYWORD STRATEGY
• MESSAGING
• CONTENT STRATEGY
• PRODUCT SELECTION
• CAMPAIGN / SPEND PR...
GO WHERE THE PEOPLE ARE
Americas, Africa and
West & Central
Europe
Google, Bing
Middle East
Google, Yahoo!,
Rediff
Eastern...
WHAT’S YOUR FAVOURITE POSITION?
Google.com Google.cn Baidu
SEO CONSIDERATIONS
• HOW MUCH CONTENT IS REQUIRED
• OPTIMISATION STRATEGY
• LANGUAGE
• LINK BUILDING?
KEYWORDS
• NOT DIRECTLY TRANSLATED
• DRIVEN BY LOCAL INSIGHT
• HYBRID LANGUAGE?
• COLLOQUALISMS?
• GREAT FOR UNDERSTANDING...
WHY LOCALISE? HYBRID LANGUAGE
Phrase Volume Country Language
Cheap flights 4,400 Italy English
Cheap flight 880 Italy Engl...
WHY LOCALISE? ACRONYMS
A
R
S
E
cronyms
esult in
urprising
xceptions
BYOD (almost everywhere)
vs. AVEC (only in France)
‘Ap...
WHY LOCALISE? ADOPTED LANGUAGE
“Handy”
AD-COPY & MESSAGING
ARE YOU LACTATING?
AD-COPY & MESSAGING
SCHWEPPES TOILET WATER
AD-COPY & MESSAGING
BRING YOUR ANCESTORS BACK
FROM THE DEAD
AD-COPY & MESSAGING
CUE – A FAMOUS FRENCH PORN MAG
AD-COPY & MESSAGING
Use locals, and their local knowledge to
ensure your messaging is:
• Linguistically fit for purpose
• ...
LOW HANGING FRUIT
• SEARCH IS GREAT FOR UNDERSTANDING
CUSTOMER NEEDS
• FOCUS ON AREAS THAT ARE ‘QUICK
WINS’
• TAILOR MESSA...
LOW HANGING FRUIT
LOW HANGING FRUIT
LOW HANGING FRUIT
TECHNICAL SEO STRATEGY – TOP 5
• DOMAIN STRATEGY
• DUPLICATE CONTENT
• LANGUAGE SETTINGS
• .COM OUTRANKING LOCAL SITES
• S...
TECHNICAL SEO STRATEGY
DOMAIN STRATEGY
example.com/fr vs. fr.example vs. example.fr
Folder Subdomain ccTLD
Inherited domai...
TECHNICAL SEO STRATEGY
AVOIDING DUPLICATE CONTENT
LANGUAGE TAGS & SETTINGS
TECHNICAL SEO STRATEGY
• GIVE SEARCH ENGINES CLEAR SIGNALS
ON WHO THE CONTENT IS FOR
• USE REL=“ALTERNATE” “HREFLANG=X”
TA...
CONTENT
SAME: HIGHLY RELEVANT, ENGAGING
SHAREABLE CONTENT AT THE HEART OF
A MODERN SEARCH STRATEGY
SAME: CONTENT THEMES DE...
IT’S BIGGER THAN SEARCH
32
• ONSITE USER EXPERIENCE
• PAYMENT METHODS
• SERVICE EXPECTATIONS
• FULFILLMENT
• OFFLINE MARKE...
Advertising people who ignore research
are as dangerous as generals who ignore
decodes of enemy signals.
David Ogilvy
Foun...
CUSTOMER CENTERED CAMPAIGNS
34
Your customer’s…
Culture
Linguistics
Messaging
Behaviours
Right time,
place, device
Intent
...
John Sellwood
Head of New Business
+44 (0)1273 936094
johnsellwood@obanmultilingual.com
www.obanmultilingual.com
@obansear...
Same, same, but different - International Search Marketing
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Same, same, but different - International Search Marketing

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‘Same, same, but different – international search marketing’, looks at the many facets of how you can increase online visibility in international markets. It also shares some of the differences you need to embrace when it comes to localisation and provides insights on the existing methodologies required for international search success.

This presentation was one of the key speaker sessions at the International Trade Expo 2014.

Published in: Marketing, Technology, Business
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Same, same, but different - International Search Marketing

  1. 1. June 2014 John Sellwood @obansearch SAME SAME BUT DIFFERENT INTERNATIONAL SEARCH MARKETING
  2. 2. About Oban Established in 2002, Oban are a leading multilingual search and conversion agency Purist in our approach to cultural marketing Operate in more than 30 markets, creating campaigns for markets and people – not just languages Anti-translation and anti-replication – one size does not fit all. Leading educators in international search & and conversion
  3. 3. THE BIG SECRET YOU ALREADY KNOW IT
  4. 4. CUSTOMER CENTERED CAMPAIGNS Your customer’s… Culture Linguistics Messaging Behaviours Right time, place, device Intent Motivations Options Competitors Alternatives Interests Products Social activity Sphere of relevance Minimising wastage Immediately Ongoing Local knowledge & insight
  5. 5. ONE SIZE DOES NOT FIT ALL
  6. 6. THE BIGGEST BARRIERS
  7. 7. LANGUAGE IS ONLY PART OF THE ISSUE 0% 2% 4% 6% 8% 10% 12% 14% 16% Fear of losing your IP Lack of overseas operations Corruption Experience Finding suitable staff Taxation / tariffs Lack of knowledge Finance Languages Local compliance Source: International Trade Survey 2014
  8. 8. ONLY IN BRITAIN…
  9. 9. WHAT DOES IT MEAN IN PRACTICE? • KEYWORD STRATEGY • MESSAGING • CONTENT STRATEGY • PRODUCT SELECTION • CAMPAIGN / SPEND PRIORITISATION
  10. 10. GO WHERE THE PEOPLE ARE Americas, Africa and West & Central Europe Google, Bing Middle East Google, Yahoo!, Rediff Eastern Europe Google, Yandex, Seznam, Rambler Asia Baidu , Naver, Daum, Yam, Yahoo! Japan, Sina, Sohu
  11. 11. WHAT’S YOUR FAVOURITE POSITION? Google.com Google.cn Baidu
  12. 12. SEO CONSIDERATIONS • HOW MUCH CONTENT IS REQUIRED • OPTIMISATION STRATEGY • LANGUAGE • LINK BUILDING?
  13. 13. KEYWORDS • NOT DIRECTLY TRANSLATED • DRIVEN BY LOCAL INSIGHT • HYBRID LANGUAGE? • COLLOQUALISMS? • GREAT FOR UNDERSTANDING INTENT
  14. 14. WHY LOCALISE? HYBRID LANGUAGE Phrase Volume Country Language Cheap flights 4,400 Italy English Cheap flight 880 Italy English Voli economici 33,100 Italy Italian Offerte voli 22,200 Italy Italian Compagnie low cost 14,800 Italy Italian
  15. 15. WHY LOCALISE? ACRONYMS A R S E cronyms esult in urprising xceptions BYOD (almost everywhere) vs. AVEC (only in France) ‘Apportez votre équipement personnel de communication’
  16. 16. WHY LOCALISE? ADOPTED LANGUAGE “Handy”
  17. 17. AD-COPY & MESSAGING ARE YOU LACTATING?
  18. 18. AD-COPY & MESSAGING SCHWEPPES TOILET WATER
  19. 19. AD-COPY & MESSAGING BRING YOUR ANCESTORS BACK FROM THE DEAD
  20. 20. AD-COPY & MESSAGING CUE – A FAMOUS FRENCH PORN MAG
  21. 21. AD-COPY & MESSAGING Use locals, and their local knowledge to ensure your messaging is: • Linguistically fit for purpose • Relevant • Resonant
  22. 22. LOW HANGING FRUIT • SEARCH IS GREAT FOR UNDERSTANDING CUSTOMER NEEDS • FOCUS ON AREAS THAT ARE ‘QUICK WINS’ • TAILOR MESSAGING AND CONTENT TO BEST MEET THE USER NEED
  23. 23. LOW HANGING FRUIT
  24. 24. LOW HANGING FRUIT
  25. 25. LOW HANGING FRUIT
  26. 26. TECHNICAL SEO STRATEGY – TOP 5 • DOMAIN STRATEGY • DUPLICATE CONTENT • LANGUAGE SETTINGS • .COM OUTRANKING LOCAL SITES • SITE SPEED
  27. 27. TECHNICAL SEO STRATEGY DOMAIN STRATEGY example.com/fr vs. fr.example vs. example.fr Folder Subdomain ccTLD Inherited domain authority GEO Target Bonus Maintenance Cost Page Rank
  28. 28. TECHNICAL SEO STRATEGY AVOIDING DUPLICATE CONTENT LANGUAGE TAGS & SETTINGS
  29. 29. TECHNICAL SEO STRATEGY • GIVE SEARCH ENGINES CLEAR SIGNALS ON WHO THE CONTENT IS FOR • USE REL=“ALTERNATE” “HREFLANG=X” TAGS • UPDATE .XML SITEMAPS • ENSURE CORRECT LANGUAGE SETTINGS IN WEBMASTER TOOLS
  30. 30. CONTENT SAME: HIGHLY RELEVANT, ENGAGING SHAREABLE CONTENT AT THE HEART OF A MODERN SEARCH STRATEGY SAME: CONTENT THEMES DETERMINED BY USER INTENT & INTERESTS DIFFERENT: PEOPLE THE METHODOLOGY STAYS THE SAME, IT’S HOW TO ENGAGE THAT CHANGES
  31. 31. IT’S BIGGER THAN SEARCH 32 • ONSITE USER EXPERIENCE • PAYMENT METHODS • SERVICE EXPECTATIONS • FULFILLMENT • OFFLINE MARKETING
  32. 32. Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. David Ogilvy Founder of Ogilvy and Mather
  33. 33. CUSTOMER CENTERED CAMPAIGNS 34 Your customer’s… Culture Linguistics Messaging Behaviours Right time, place, device Intent Motivations Options Competitors Alternatives Interests Products Social activity Sphere of relevance Minimising wastage Immediately Ongoing Local knowledge & insight
  34. 34. John Sellwood Head of New Business +44 (0)1273 936094 johnsellwood@obanmultilingual.com www.obanmultilingual.com @obansearch
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