Global SEO // PPC // Content Marketing - How to go global online

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Insight and ideas about expanding overseas using the internet and search engine marketing, this preseantion was given at SES Chicago in Novmeber 2013.

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Global SEO // PPC // Content Marketing - How to go global online

  1. 1. Global SEM // SEO // Content Marketing SES Chicago – November 2013 @searchlabs @jreadman London // New York // Leeds © Search Laboratory Ltd 2013. All rights reserved. Leeds T: +44 113 212 1211 London T: +44 207 147 9980
  2. 2. Agenda Who are Search Labs? What is the opportunity? How to identify growth markets? Process & practical steps to take Q&A
  3. 3. Search Laboratory Global Search Marketing Experts – Content // SEO // PPC // CRO PPC then Content & SEO 150+ clients, 18 countries working in 35 Languages “Science” NOT “Art” – ROI & profit focused Ethical, transparent and sustainable approach Smart Software & Smarter People 162 full time staff and 25 part-time Global online ecommerce & lead generation specialists @jreadman // @searchlabs
  4. 4. What we do…. @jreadman // @searchlabs ….globally in any language
  5. 5. What we do…. @jreadman // @searchlabs ….globally in any language
  6. 6. What we do…. @jreadman // @searchlabs ….globally in any language
  7. 7. What we do…. @jreadman // @searchlabs
  8. 8. B2B Clients @jreadman // @searchlabs
  9. 9. B2C - Clients @jreadman // @searchlabs
  10. 10. Global SEM & SEO Opportunities
  11. 11. Global ecommerce stats… now… @jreadman // @searchlabs
  12. 12. Global ecommerce stats… the future… @jreadman // @searchlabs
  13. 13. Researching target markets
  14. 14. Who’s Online…. On What Device? Global ICT developments, 2001-2013 100 90 Per 100 inhabitants 80 70 Mobile-cellular telephone subscriptions Individuals using the Internet 96.2 Fixed-telephone subscriptions 60 50 40 38.8 30 29.5 20 16.5 9.8 10 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012* 2013* Note: * Estimate Source: ITU World Telecommunication /ICT Indicators database @jreadman // @searchlabs
  15. 15. Who’s Online Percentage of households with Internet access by level of development, 2002-2013 80 77.7 Developed 70 World 60 Developing 50 % 41.3 40 30 28.0 20 10 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012* 2013* The developed/developing country classifications are based on the UN M49, see: http://www.itu.int/ITUD/ict/definitions/regions/index.html Note: * Estimate Source: ITU World Telecommunication /ICT Indicators database @jreadman // @searchlabs
  16. 16. Ecommerce growth globally 2012 → 2016 @jreadman // @searchlabs
  17. 17. Ecommerce growth globally 2012 → 2016 49% 49% 50% 229% 68% @jreadman // @searchlabs 138%
  18. 18. Identifying Markets @jreadman // @searchlabs
  19. 19. Internet Penetration @jreadman // @searchlabs
  20. 20. Online as a % of total ad spend 29% 20% 18% 18% 15% 13% 11% 10% 5% 2% UK China Germany France US Spain Russia @jreadman // @searchlabs Italy Brazil India
  21. 21. @jreadman // @searchlabs
  22. 22. Finding Your Global Search Market @jreadman // @searchlabs
  23. 23. How to identify markets @jreadman // @searchlabs
  24. 24. Identifying Markets @jreadman // @searchlabs
  25. 25. Identifying Markets @jreadman // @searchlabs
  26. 26. Identifying Markets – Invest in Proper LOCAL Research Local Market Opportunity Keyword Research Relevancy and volumes Competitor Analysis Pricing Product/Service offering Delivery Marketing strategy & techniques @jreadman // @searchlabs
  27. 27. Not just Google @jreadman // @searchlabs
  28. 28. Testing the Local Market @jreadman // @searchlabs
  29. 29. Localizing Your Website SEO PPC Display Affiliates Social Email Products Business Logic @jreadman // @searchlabs Website Generate traffic
  30. 30. Don’t use automated translation services @jreadman // @searchlabs
  31. 31. Don’t use automated translation services @jreadman // @searchlabs
  32. 32. Cultural Nuances @jreadman // @searchlabs
  33. 33. Global Traffic Sources @jreadman // @searchlabs
  34. 34. Driving Local Profitable Traffic SEO, PPC, Display Ads, Affiliates, Social, Email etc…. Test the market with localized PPC once you have a fully localized website/landing page – A/B test, learn & refine Localize site & all content with future SEO in mind. @jreadman // @searchlabs
  35. 35. Is Partial Localization an Option? PPC in Spanish Landing on US English site High Cost Low Conversions Do it properly or not at all @jreadman // @searchlabs
  36. 36. Localization NOT Translation @jreadman // @searchlabs
  37. 37. Localization and SEO On-going living process – NOT a one off exercise @jreadman // @searchlabs
  38. 38. Localizing Your Website…it’s not just the words Sneakers/Pants/Thongs/Fanny-pack Postcodes in Ireland Credit Cards in Germany Cash in Russia Currency – Scandinavians aren’t keen on the € Local import regulations & taxes Google is in Hong Kong but not China @jreadman // @searchlabs
  39. 39. Summary Research your potential markets Utilize online tools Plan and research properly Localize fully – not just “translation” On-going mother-tongue SEO and PPC @jreadman // @searchlabs
  40. 40. Whitepaper & Quiz @jreadman // @searchlabs
  41. 41. Q & A - Contact Details @jreadman // @searchlabs

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