Global Search Marketing Tactics

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Lessons learned while doing global search marketing campaigns.

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Global Search Marketing Tactics

  1. 1. Global Search Marketing Tactics: Europe
  2. 2. Who am I and who do I work for? <ul><li>Joost de Valk </li></ul><ul><ul><li>Dutch male </li></ul></ul><ul><ul><li>SEO & Webdeveloper </li></ul></ul><ul><ul><li>Search Strategist for Onetomarket, with clients like: </li></ul></ul><ul><ul><ul><li>KLM, Wegener (Mecom), Conrad, AMEX </li></ul></ul></ul><ul><ul><li>I blog at www.joostdevalk.nl on SEO, WordPress, Analytics, and Webdevelopment </li></ul></ul>
  3. 3. The problem of search marketing in Europe <ul><li>48 countries </li></ul><ul><li>Just about 48 languages as well </li></ul>
  4. 4. The state of search Source: Nielsen//NetRatings home and work data (UK, FR, DE, IT, SE, US) and home data (ES, CH) Apr 05.
  5. 5. The state of search 5 4 3 2 1 Rank Bluewin Yahoo! search.ch MSN Google Switzerland Eniro Find a company Buscador Yahoo! T-Online AOL AOL Eniro Find a person Wanadoo Libero Yahoo! Yahoo! Ask Eniro Web Search Yahoo! Virgilio AOL MSN Yahoo! MSN MSN MSN MSN Voila MSN Google Google Google Google Google Google Sweden Spain Italy Germany France UK
  6. 6. Lessons learned <ul><li>Get real native speakers, everywhere. </li></ul><ul><ul><li>Argentina is not Spain. </li></ul></ul><ul><ul><li>The Netherlands are not Belgium. </li></ul></ul>
  7. 7. Lessons learned <ul><li>Same language? Yes? </li></ul><ul><li>Same culture? Probably not. </li></ul>
  8. 8. Lessons learned <ul><li>Host locally </li></ul><ul><li>Use country specific domains </li></ul><ul><ul><li>Or use subdomains otherwise </li></ul></ul><ul><li>Consider geo targetting to countries and regions </li></ul><ul><ul><li>But check whether it’s any good in your target country </li></ul></ul>
  9. 9. Lessons learned <ul><li>Adapt your strategy. </li></ul><ul><li>Be as agressive as need be. </li></ul>
  10. 10. Lessons learned <ul><li>Get local links everywhere </li></ul><ul><li>Make sure they provide real traffic as well </li></ul>
  11. 11. Lessons learned <ul><li>Link-bait only to those audiences you really know. </li></ul>
  12. 12. Very important: <ul><li>Be creative! </li></ul>
  13. 13. Thanks <ul><li>Thanks for your attention! </li></ul><ul><li>If you need help with your European search marketing: </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>+31 26 352 1870 </li></ul></ul>

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