A refresher and overview on the essentials of search marketing for international visibility, plus, an update on the latest approaches, tools and techniques - including any new aspects of search engine operations.
-What we need to know about how search engines work
-Essentials of Search Engine Optimisation for international traffic
-Visibility and Localisation Issues
-Targeting specific countries with SEO
-Using Pay per Click advertising to target specific countries
- Understanding which search engines to target and the tools they offer for geographic targeting
Search Marketing – Maximising your position in the hitlist
Click throughs dissipate as we move down the list
36% of internet users perceive a company in the top search engine rankings to be a major brand
Source: iProspect search engine branding survey
Search Engine Market Share-International www.searchenginewatch.com www.searchenginecolossus.com http://www.searchenginelinks.co.uk/link-48.html Google’s not the only show I town… Baidu – China Naver – Korea Yandex – Russia Are dominant in their respective countries
Use a combination of Pay per Click and Search engine optimisation to transform their business
In less than seven months , Jan Klin & Associates have transformed our business from being on the edge of Rack and Ruin , to the point that we are unable to cope with the amount of enquiries and job confirmations.
Andy McTaggart – Managing Director, ALS Worldmovers
Conventional search results differ from Yahoo Answers results
Search Results are supplemented by human views
Over time conventional search will be supplemented by human views
Social Search Takes Off “ What’s The Best Paint To Use For Living Room Interiors?” “ What’s the best credit card to get for airline points?” ; “What’s the car with the greatest fuel efficiency?”; “How can I cure my acid reflux?” You can either ask the question, or pose an answer – either way, you have the opportunity to interact with the millions who have joined the Answers community. Yahoo! Answers is the first step in this evolution of social search. Visit http://answers.yahoo.com/ - type in a question, and you’ll be amazed at how quickly others on the network come to your aid.
Google – ‘Universal Search’ Content retrieved from : Google maps, news, images, You Tube, Blogs, MySpace, video ,etc
Option 1: Have different translated versions of the same website under different TLD’s (eg – www.heskins.it; www.heskins.fr )
Option 2: Have a .com domain with separate country specific folders with translated pages AND use GWC to instruct Google that different parts of the site are relevant to different countries (see www.pneumat-europe.com )
Another option here is to use subdomains rather than folders (eg www.deutch.yoursite.com )
- Brainstorm with your self and others you work with - Look at what competitors use (‘view’; ‘source’ then see the meta data and visible text) - Any brand names or generic product types which are relevant
- Study your web stats for keyphrases which have driven people to your site
- Take you mates down the pub and ask them what they would type in to find you
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