Global Search Engine Marketing
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Global Search Engine Marketing



Presentation given at SEMNE March meeting in Hartford Connecticut discussing the opportunities and challenges of using search marketing to enter overseas markets.

Presentation given at SEMNE March meeting in Hartford Connecticut discussing the opportunities and challenges of using search marketing to enter overseas markets.



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    Global Search Engine Marketing Global Search Engine Marketing Presentation Transcript

    • 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
      billet d’avion
      Drive targeted leads to your international sites
      Target Users at the Time of Interest in their language
      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
    • Opportunities
    • Business Opportunities
      Going Global = More Business Opportunities
    • Opportunities - Regins
    • Opportunities - Languages
    • Opportunities - Countries
    • 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
    • Planning & Challenges
    • 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
    • Target Engines
      Google – 62.4%
      Yahoo – 12.8%
      Baidu – 5.2%
      MSN(bing) – 2.9%
      Naver – 2.6%
    • There are some challenges…
      Different market means different:
      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
      in foreign market
    • Key Elements of Search – any language
      • 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
      Link building
    • Infrastructure Issues
    • Leverage Templates for Scale
      • Maximize reach across the organization & globe
      • 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
    • 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
    • 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
      Traditional Chinese
      Brazilian Portuguese
      Chinese Simplified
      French Canadian
      Countries who can order
      Countries with catalogs only
      Countries not enabled
      • 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
      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
      • Pull-down country maps can’t be crawled
      • Restrictive JavaScript for language detection
      • 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
    • GEO Targeting for Google
      Pages in Germany “.de”
      All web
      Pages in German language
      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
      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
      Helps define the global server strategy as well
    • Linguistic Issues
    • 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
      Different spellings
      “localise” or “localize”
      Different meanings
      “football” or “soccer
      Local Legal Requirements
      Business & License information
      Hours & Locations
      Return Policies
    • Mistakes With “Word for Word” Translation
      Not translated
      Wrong character
      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.
      Keyword Research
    • 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”
    • 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:
      Target audiences
      Purchase cycle
      Brand name
      Product name
      Model numbers, etc.
      Set up separate account with different target language/location for each market to avoid bidding against yourself
    • 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”
    • Glossary Development
      Blended L10N & Optimization Process
      Content Translation
      Page QA
      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
      Critical Keyword List
      External Demand
      On-site Search
      Current Position
      Content Availability & User query centric
      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
    • Team & Organizational Issues
    • Winning Hearts and Minds
      • Build a Culture of Search
      • Set expectations accordingly -- local teams often don’t have as much resource and asked to do many other tasks
      • Develop your own local awareness.
      • Remember, you’re from headquarters and you’re supposed to be there to help.
      • Not knowing what the major local search engine (or language, or major holidays) are doesn’t make for a good foundation.
      • Where you have them, trust your local teams.
      • Educate, Empower, and Trust Them: They have the cultural context and local market knowledge.
      • Provide global resources and support (basic search knowledge, central infrastructure optimization, etc.)
    • Brand
      Site Arct
      Centralized Team Structure
      • Coordination of centralized team
      • Overall Search Strategy
      • Search related Training
      • Integration of Paid and Organic Search
      • Agency Relationships
      WW Search Manager
      Website Liaison Role
      • Coordinate with site framework and design
      • Consulting with Site Infs. team on metrics, flow & function
      • Support web strategy & Web 2.0 efforts
      • Compliment web marketing initiatives
      Brand Search Strategists Role
      • Brand specific keyword research
      • Brand level page auditing and optimization
      • Coordination with Development Team
      • 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
    • 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
    • Thank You.
      Twitter: billhunt