WebCertain TFM 2009
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WebCertain TFM 2009

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Presentation about multilingual, synchronised search marketing. WebCertain did this presentation at TFM&A on 24th of February 2009.

Presentation about multilingual, synchronised search marketing. WebCertain did this presentation at TFM&A on 24th of February 2009.

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WebCertain TFM 2009 WebCertain TFM 2009 Presentation Transcript

  • Synchronised Global Search Marketing Oscar Carreras Strategist, oscar.carreras@webcertain.com Volker Ballueder Business Development Manager, volker.ballueder@webcertain.com 24 February 2009
  • WebCertain – who are we? • We are the only multilingual search marketing agency worldwide to operate centrally from a single location: – cost effective, flexible and no time zone issues • “World Language Hub” in York hosting 60 search specialists • Native Speakers, 32 languages • Results driven synchronised search: – strategy, implementation, reporting • Cultural sensitivity - Local knowledge of search engines and their markets • Business Support Centres, London, Oslo, Warsaw and California
  • International Search (1) View slide
  • International Search (2) View slide
  • Inernational Search (3)
  • International Search (4)
  • How to be global? • Multilingual SEO • International PPC • Global PR strategy • Global Analytics
  • Synchronised Search
  • Definitive guide Int. SEO Geo-location: If you are looking to target a specific country/market it is vital that your site is recognised to be from that territory by search engines. • Country specific local domains terminations (TLDs) • Local hosting • Country specific inbound linking campaign and PR • Language specific SEO signals • Optimised Localised content • Define geographic location via Google Webmaster tools (only when the above points are not applicable)
  • Definitive guide Int. SEO Language SEO Signals Website localisation • Local Keyword Research by a native speaker • Using those keywords in the main score zones where Search Engines put more emphasis on (Title tag, urls, headings, anchor text of links, images’ alt tags, content) • Make sure the copy flows naturally
  • English version of the client site in the UK. The page optimisation is targeting several keywords by using International SEO: them in strategic locations throughout the page. Title, URL, meta description, heading, first hundred keywords and body content. Definitive guide
  • International SEO: Definitive guide
  • International PPC
  • Selecting the Right Media Channels in LATAM & APAC • The client is a leading supplier of Human Resources Software based in North America • WebCertain’s brief was lead generation in Latin America, Europe and The Far East, using both Paid and Organic Search • The key step was to match the search behaviour of the target markets internationally • After undertaking extensive keyword research and researching search volumes, WebCertain identified appropriate search engines and channels within them • By blending SEO and PPC activities to optimize both visitor volume and conversion levels, the client has enjoyed an 85% uplift in enquiries in the 6 months since implementation
  • Global PR Strategy PR doesn’t just mean writing press releases . A global PR campaign can incorporate the following channels: • Optimised text, image and video news – or combinations • Blogs and forums • On-site newsfeeds • Email marketing campaigns
  • Global PR Distribution Methods • Contacting journalists directly and indirectly • Partner newswire services • A range of custom-researched news sites and blogs in different sectors • RSS (Really Simple Syndication) feed
  • Implement, Measure, Refine • Implement campaigns through natives • Analyse performance across country portfolio and tweak to achieve KPIs / ROI / objectives • Specialists for language independent processes • Search linguists for language dependent processes • Compare like for like • Analyse & Synchronise Search across target countries
  • WebCertain Events • Webinars 2009: • International Search Summits 2009: – Russia (Jan) – 13th March: Oslo, – Brazil (Mar) Norway – Global – India Search – China – August: San Francisco, USA – 29th November: London
  • And the Winner is….. 14th May 2009 London Social Media Marketing around the World Speakers include: £100 Discount - Code:EXH09 Slides will be available from our Linkedin profiles. Follow us on Twitter.