Global
SEM // SEO // Content Marketing
SES Chicago – November 2013
@searchlabs @jreadman
London // New York // Leeds
© Sea...
Agenda
Who are Search Labs?

What is the opportunity?
How to identify growth markets?
Process & practical steps to take
Q&...
Search Laboratory
Global Search Marketing Experts – Content // SEO // PPC // CRO

PPC then Content & SEO
150+ clients, 18 ...
What we do….

@jreadman // @searchlabs

….globally in any language
What we do….

@jreadman // @searchlabs

….globally in any language
What we do….

@jreadman // @searchlabs

….globally in any language
What we do….

@jreadman // @searchlabs
B2B Clients

@jreadman // @searchlabs
B2C - Clients

@jreadman // @searchlabs
Global SEM & SEO Opportunities
Global ecommerce stats… now…

@jreadman // @searchlabs
Global ecommerce stats… the future…

@jreadman // @searchlabs
Researching target markets
Who’s Online…. On What Device?
Global ICT developments, 2001-2013
100
90
Per 100 inhabitants

80

70

Mobile-cellular tele...
Who’s Online
Percentage of households with Internet access
by level of development, 2002-2013

80

77.7

Developed

70

Wo...
Ecommerce growth globally

2012 → 2016

@jreadman // @searchlabs
Ecommerce growth globally

2012 → 2016
49%

49%
50%

229%
68%

@jreadman // @searchlabs

138%
Identifying Markets

@jreadman // @searchlabs
Internet Penetration

@jreadman // @searchlabs
Online as a % of total ad spend
29%

20%
18% 18%
15%
13%
11%

10%
5%
2%

UK

China Germany France

US

Spain Russia

@jrea...
@jreadman // @searchlabs
Finding Your Global Search Market

@jreadman // @searchlabs
How to identify markets

@jreadman // @searchlabs
Identifying Markets

@jreadman // @searchlabs
Identifying Markets

@jreadman // @searchlabs
Identifying Markets – Invest in Proper LOCAL Research
Local Market Opportunity
Keyword Research
Relevancy and volumes
Comp...
Not just Google

@jreadman // @searchlabs
Testing the Local Market

@jreadman // @searchlabs
Localizing Your Website
SEO

PPC
Display
Affiliates
Social
Email

Products

Business
Logic

@jreadman // @searchlabs

Webs...
Don’t use automated translation services

@jreadman // @searchlabs
Don’t use automated translation services

@jreadman // @searchlabs
Cultural Nuances

@jreadman // @searchlabs
Global Traffic Sources

@jreadman // @searchlabs
Driving Local Profitable Traffic
SEO, PPC, Display Ads, Affiliates, Social, Email etc….
Test the market with localized PPC...
Is Partial Localization an Option?
PPC in Spanish
Landing on US English site
High Cost
Low Conversions

Do it properly or ...
Localization NOT Translation

@jreadman // @searchlabs
Localization and SEO

On-going living process – NOT a one off exercise
@jreadman // @searchlabs
Localizing Your Website…it’s not just the words
Sneakers/Pants/Thongs/Fanny-pack
Postcodes in Ireland
Credit Cards in Germ...
Summary
Research your potential markets
Utilize online tools
Plan and research properly
Localize fully – not just “transla...
Whitepaper & Quiz

@jreadman // @searchlabs
Q & A - Contact Details

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