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Managing International Search in a B2B FTSE100 Company | International Search Summit
 

Managing International Search in a B2B FTSE100 Company | International Search Summit

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Managing International Search in a FTSE100 Company.

Managing International Search in a FTSE100 Company.
A case study on managing international B2B web activities, including SEO and PPC in a large, global business

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  • 2012: 12 languages to reach 80% of the world’s online audience and 21 to reach 90% Common Sense Advisory
  • 2012: 12 languages to reach 80% of the world’s online audience and 21 to reach 90% Common Sense Advisory
  • 2012: 12 languages to reach 80% of the world’s online audience and 21 to reach 90% Common Sense Advisory
  • http://www.apple.com/ca/fr/http://www.apple.com.mx 301shttp://www.apple.mx
  • http://www.apple.com/ca/fr/http://www.apple.com.mx 301shttp://www.apple.mx
  • Can always set up a redirect
  • Can always set up a redirect
  • A Geo-Targeting Tool Kit
  • Tone, tech levelGoole is not the only fruitLocalise not translate5 .de’s are better than 100 .com’sA local presence will increase trust
  • Tone, tech levelGoole is not the only fruitLocalise not translate5 .de’s are better than 100 .com’sA local presence will increase trust
  • Tone, tech levelGoole is not the only fruitLocalise not translate5 .de’s are better than 100 .com’sA local presence will increase trust
  • Tone, tech levelGoole is not the only fruitLocalise not translate5 .de’s are better than 100 .com’sA local presence will increase trust
  • (Italian) Voli = Flights
  • native speakers, who get SEO

Managing International Search in a B2B FTSE100 Company | International Search Summit Managing International Search in a B2B FTSE100 Company | International Search Summit Presentation Transcript

  • MANAGING INTERNATIONAL SEARCH In a FTSE100 Company@guyredmond
  • Who Am I? Global Digital Marketing Manager  @10 years Experience in Digital  International Ecommerce  Ecommerce Agency (Global Clients)  Global B2B (FTSE 100) @guyredmond
  • Doing Digital  Key to International Success  Going Global  Going Digital  Going Local  Lets be Social  Hey, lets do an app! @guyredmond
  • Key to International Success Knowing its not all about @guyredmond
  • Its not all about Google @guyredmond
  • ...but don‟t forget Google @guyredmond
  • „Going Global‟ “To reach 90% of the worlds 2.4 billion Internet users*, companies must support 21 or more languages...” (Web Globalization Report Card 2012) @guyredmond*June 2012 2,405,518,376
  • Analyse @guyredmond
  • „Thinking Local‟  Do you currently trade locally?  Do you want to sell online?  Do you support the preferred payment option?  Is you site ready? (£$€¥)  Is your courier ready? @guyredmond
  • „Paying Local‟ Preferred online payment methods across the globe @guyredmond© Econsultancy.com Ltd 2010
  • Our Digital Path
  • Measurement @guyredmond
  • More Measurement1200 1107.41000 954.4 927.5 876.8 866.3 864.8 832.9 827.8 820.1 809.9 784.4800 748.9 748 747.6 745.7 716 695.9 664.7 662 644.9 613.4 603600 559.9 432400200 0 @guyredmond
  • „We‟re Going Digital‟ @guyredmond
  • „Going Global‟  The .com dilemma  Sub domains or Sub folders  ...but what about ccTLDs?  Geo-Targeting @guyredmond
  • The .com dilemma Geo-Targeting Used @guyredmond
  • Geo-Targeting example http://www.apple.com/la/ http://www.apple.com/lae/ http://store.apple.com/mx http://www.apple.com/mx/ @guyredmond
  • Sub domains or Sub folders Sub domains http://usa.example.com/ http://usa.example.com/us/ http://usa.example.com/us/en-us/ http://usa.example.com/us/en-us/products/ Sub folders http://www.example.com/usa/ http://www.example.com/usa/us/ http://www.example.com/usa/us/en-us/ http://www.example.com/usa/us/en-us/products/ @guyredmond
  • Pros and Cons Sub domains: http://usa.example.com/  Seen as a separate domain  For content on different servers shop.example.com  Can be geo targeted with GWT  When no appropriate ccTLD available (Africa) Sub folders: http://www.example.com/usa/  Adds value to root domain: example.com  Easy to implement  Not impossible to build links to @guyredmond
  • ...but what about ccTLDs? country code Top Level Domains: example.fr  Stand alone domain value  Increases local confidence  More likely to attract local links  Already geotargeted  May require a local presence  Can be expensive to maintain @guyredmond
  • A Geo-Targeting Tool Kit 1. LocalDomains or ccTLDs 2. Webmaster Tools 3. Server Location 4. Sitemaps, Hreflang Tags & Canonicals 5. Languages 6. Currency & Address Formats 7. Inbound Links **A Geo-Targeting Tool Kit | Andy Atkins-Krüger @guyredmond
  • „Going Local‟  Localise your SEM strategy  Indentify cultural differences  Understand the local search engines  Localise content, don‟t translate @guyredmond
  • Careful when you translate Engrish @guyredmond
  • ...and other languages too! "I am not in the office at the moment. Send any work to be translated".
  • More Welsh mistranslations! bladder disease has returned
  • Hybrid Adwords  Optimize by country, not language  Research your keywords, rather than translating them  Don‟t ignore differences between dialects: „Coche‟ is a car in Spain, but a baby stroller in much of Latin America!Christian Arno | SEOmoz
  • Lets Be Social  Understand where your audience is  Define your goals  Listen before engaging  Develop content strategy for each channel @guyredmond
  • @guyredmond
  • @guyredmondhttp://www.vincos.it/wp-content/uploads/2009/06/wmsn_animated_1024.gif
  • ...lets not forget Google+  Pages  Events  Local  Hangouts  Communities @guyredmond
  • Hey, Lets „Do an App‟ @guyredmond
  • £₦$₡₩€₣₭¥₮ @guyredmond
  • Takeaways  Optimize by country, not language  Target the right search engines  Localise content, don‟t translate  Test, measure rinse and repeat @guyredmond
  • Thanks for listening... Twitter @guyredmond http://uk.linkedin.com/in/guyredmond plus.google.com/106064279458601860394