MANAGING INTERNATIONAL SEARCH        In a FTSE100 Company@guyredmond
Who Am I? Global Digital Marketing Manager      @10 years Experience in Digital      International Ecommerce      Ecomm...
Doing Digital      Key to International Success      Going Global      Going Digital      Going Local      Lets be So...
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....
Analyse          @guyredmond
„Thinking Local‟      Do you currently trade locally?      Do you want to sell online?      Do you support the preferre...
„Paying Local‟                              Preferred online payment methods across the globe                             ...
Our Digital Path
Measurement              @guyredmond
More Measurement1200       1107.41000        954.4                    927.5                            876.8 866.3 864.8  ...
„We‟re Going Digital‟                        @guyredmond
„Going Global‟      The .com dilemma      Sub domains or Sub folders      ...but what about ccTLDs?      Geo-Targeting...
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.ap...
Sub domains or Sub folders   Sub domains       http://usa.example.com/       http://usa.example.com/us/       http://usa.e...
Pros and Cons   Sub domains: http://usa.example.com/    Seen as a separate domain    For content on different servers sh...
...but what about ccTLDs?   country code Top Level Domains: example.fr         Stand alone domain value         Increase...
A Geo-Targeting Tool Kit                      1. LocalDomains or ccTLDs                      2. Webmaster Tools           ...
„Going Local‟      Localise your SEM strategy      Indentify cultural differences      Understand the local search engi...
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                    ...
Lets Be Social    Understand where your audience is    Define your goals    Listen before engaging    Develop content ...
@guyredmond
@guyredmondhttp://www.vincos.it/wp-content/uploads/2009/06/wmsn_animated_1024.gif
...lets not forget Google+                   Pages                   Events                   Local                   ...
Hey, Lets „Do an App‟                        @guyredmond
£₦$₡₩€₣₭¥₮             @guyredmond
Takeaways      Optimize by country, not language      Target the right search engines      Localise content, don‟t tran...
Thanks for listening...             Twitter @guyredmond            http://uk.linkedin.com/in/guyredmond            plus.go...
International Search Marketing | B2B FTSE100 Company | International Search Summit
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International Search Marketing | B2B FTSE100 Company | International Search Summit

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International Search Summit London
Managing International Search Marketing 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
  • International Search Marketing | B2B FTSE100 Company | International Search Summit

    1. 1. MANAGING INTERNATIONAL SEARCH In a FTSE100 Company@guyredmond
    2. 2. Who Am I? Global Digital Marketing Manager  @10 years Experience in Digital  International Ecommerce  Ecommerce Agency (Global Clients)  Global B2B (FTSE 100) @guyredmond
    3. 3. Doing Digital  Key to International Success  Going Global  Going Digital  Going Local  Lets be Social  Hey, lets do an app! @guyredmond
    4. 4. Key to International Success Knowing its not all about @guyredmond
    5. 5. Its not all about Google @guyredmond
    6. 6. ...but don‟t forget Google @guyredmond
    7. 7. „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
    8. 8. Analyse @guyredmond
    9. 9. „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
    10. 10. „Paying Local‟ Preferred online payment methods across the globe @guyredmond© Econsultancy.com Ltd 2010
    11. 11. Our Digital Path
    12. 12. Measurement @guyredmond
    13. 13. 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
    14. 14. „We‟re Going Digital‟ @guyredmond
    15. 15. „Going Global‟  The .com dilemma  Sub domains or Sub folders  ...but what about ccTLDs?  Geo-Targeting @guyredmond
    16. 16. The .com dilemma Geo-Targeting Used @guyredmond
    17. 17. Geo-Targeting example http://www.apple.com/la/ http://www.apple.com/lae/ http://store.apple.com/mx http://www.apple.com/mx/ @guyredmond
    18. 18. 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
    19. 19. 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
    20. 20. ...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
    21. 21. 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
    22. 22. „Going Local‟  Localise your SEM strategy  Indentify cultural differences  Understand the local search engines  Localise content, don‟t translate @guyredmond
    23. 23. Careful when you translate Engrish @guyredmond
    24. 24. ...and other languages too! "I am not in the office at the moment. Send any work to be translated".
    25. 25. More Welsh mistranslations! bladder disease has returned
    26. 26. 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
    27. 27. Lets Be Social  Understand where your audience is  Define your goals  Listen before engaging  Develop content strategy for each channel @guyredmond
    28. 28. @guyredmond
    29. 29. @guyredmondhttp://www.vincos.it/wp-content/uploads/2009/06/wmsn_animated_1024.gif
    30. 30. ...lets not forget Google+  Pages  Events  Local  Hangouts  Communities @guyredmond
    31. 31. Hey, Lets „Do an App‟ @guyredmond
    32. 32. £₦$₡₩€₣₭¥₮ @guyredmond
    33. 33. Takeaways  Optimize by country, not language  Target the right search engines  Localise content, don‟t translate  Test, measure rinse and repeat @guyredmond
    34. 34. Thanks for listening... Twitter @guyredmond http://uk.linkedin.com/in/guyredmond plus.google.com/106064279458601860394

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