INTERNATIONAL
ANNE F. KENNEDY
INTERNATIONAL SEARCH & SOCIAL
MARKETING
and EMERGING MARKETS
What Merchants Need to Know
Anne F Kennedy, President
La Jolla Shores 1936
Alfred Mitchell, California Impressionist
Anne Kennedy
• President, Outlines Venture Group
• Search marketer since 1997
• Author
WHY GLOBAL?
Massive opportunity!
2,405,518,376 – The online population World
Wide
245,303,219 – US online population 2014
2,160,215,51...
Global Competition
• “Marketers from outside the United States are
likely to compete on your home turf, and you
can just a...
Commerce Without Borders
It’s Complicated
2.5 Billion People Online
Languages online:
Spanish is the native language of
332 million people in the world,
- official ...
A Google World
Except In . . .
Yahoo!Japan Uses Google Results
IT’S MOSTLY ABOUT GOOGLE
Rule #1
These Are Regions!
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1347922
From Google Webmasters Forum
Generic or Internatio...
What Top-Level Domain?
It’s all good to Google and Bing
Great
Build
Out
EACH COUNTRY IS A MARKET
Rule #2
Nuggets
Miscellaneous Markets
of knowledge
UK Nuggets
Separated by a common
language
• The UK is not on the Euro
• Ireland is not part of the United Kingdom
– But they use the Euro there.
Nuggets for Germany
• Germany, Austria and Switzerland are not the same country
– Same language, surprisingly different cu...
Nuggets for Germany
• Focus on the quality of your products rather than low prices
to impress German online shoppers.
Netherlands Nuggets
• Netherlands is not just Holland. Some Dutch
people are offended when their country is
referred to as...
France Nuggets
• Understanding and respecting French pride in
their language and culture is the key to
success.
• Sixty pe...
Italy Nuggets
• Don’t make your website look and sound like a
party animal wearing a Hawaiian shirt.
– Italians are classy...
Nuggets for Nordic Countries
• Iceland and Finland are not part of
Scandinavia.
– Demark, Sweden and Norway are – Over all...
Nuggets for Nordics
• Although Scandinavian languages are
similar, be aware of differences in popular
search keywords and ...
How Customers Pay Differs
• Italy: be sure to offer PayPal as an option;
many Italians do not use credit cards online.
• N...
Use the Local Currency
• Miva supports
Paypal Helps Too
PAYMENT METHODS DIFFER
Rule #3
bloopers
Preventing
Mistakes
Don’t forget the slang
• The word Handy (slang for mobile phone) is by far search more than the actual German word
(mobilt...
The same word for two items, or?
• Another sample would be France, they tend to use the same word for Laptop and mobile
ph...
But they all speak English!
• In the Nordics “laptop” as a word is easy enough and widely used, but there are local words
...
Translating
• Then there are translations, if you are sending out translated emails then please respect the
user enough to...
Over
translating
A very very short case study
Over translating
• In some cases, English
phrases have superior search
volume compared with
corresponding phrases in the
t...
DON’T TRANSLATE KEYWORDS
Rule #4
Language Matters
• Signals your target country
– but many languages shared by countries
• English content on non-English d...
Using the hreflanguage tag
• hrfelanguage causes Google to replace English site
with specified language.
• When http://www...
Using the href language “x” Factor
• Rel=“alternate” hfrelang=“x”
• Use for pages that have no localized content
for speci...
How to Find In-Country Links
• Open Directory Project dmoz.org
– 1.9 million listings in 46 languages, from Afrikaans
to U...
GWT Geo location
• Reads mapping in your Google Webmaster
Tools account
• Sets Results to that Country ONLY
– do not use i...
How to Map in GWT
• Geo-targetable domains listed at Google Webmaster
Tools forum answer here.
FREE TOOLS HELP YOU
Rule #5
Avoid Duplicate Content Filters
• Use
– WMT geo-location
– In-country links
– Unique page titles and directory URLs in the...
General Dont’s for Europe
• Don't market only in US English
– Those that learn English mostly learn UK English.
• Don't us...
What to Do for Global
• Do have someone who knows the target
language review your pages after insertion in
your CMS.
• Do ...
More Do’s for Global
• Do use a country coded domain, sub domain or
sub directory (.de = Germany, .cn = China etc..)
• Do ...
It’s Great to Be Back
Seattle Washington & Portland Oregon, USA
anne@outlinesventure.com
@AnneKennedy
Anne F. Kennedy
President, Outlines Ventur...
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International Search & Social Marketing and Emerging Markets: What Merchants Need to Know by Anne F. Kennedy

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MivaCon 2International Search & Social Marketing and Emerging Markets: What Merchants Need to Know

Presented by Anne F. Kennedy, President of OUTLINES Venture Groupt

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  • Don‘t miss out words that might not be in the dictonary
  • Comments: It appears that “portable” by itself more often refers to the phone rather than the computer, as shown in the screenshots and also in the keyword research where for all search phrases, the ones containing “ordinateur portable” (ordinateur = computer) has more search volume than the ones containing “telephone portable”, probably because when people search using just the word “portable” in their key phrase, they are implicitly referring to a phone rather than to a computer. But when the search phrase includes more words, the border between laptop and phone becomes more blurry, as revealed in the screenshots.
  • International Search & Social Marketing and Emerging Markets: What Merchants Need to Know by Anne F. Kennedy

    1. 1. INTERNATIONAL ANNE F. KENNEDY
    2. 2. INTERNATIONAL SEARCH & SOCIAL MARKETING and EMERGING MARKETS What Merchants Need to Know Anne F Kennedy, President
    3. 3. La Jolla Shores 1936 Alfred Mitchell, California Impressionist
    4. 4. Anne Kennedy • President, Outlines Venture Group • Search marketer since 1997 • Author
    5. 5. WHY GLOBAL?
    6. 6. Massive opportunity! 2,405,518,376 – The online population World Wide 245,303,219 – US online population 2014 2,160,215,517 – The online population everywhere else 2.1 billion 1.5 billion smartphones
    7. 7. Global Competition • “Marketers from outside the United States are likely to compete on your home turf, and you can just as certainly find opportunities in markets outside the U.S.” Global Search Engine Marketing 2012, page 1.
    8. 8. Commerce Without Borders
    9. 9. It’s Complicated
    10. 10. 2.5 Billion People Online Languages online: Spanish is the native language of 332 million people in the world, - official language of 22 countries - Canada, Morocco, the Philippines, and the United States. - But fewer than half those speaking Spanish are in Spain Languages Without Borders
    11. 11. A Google World
    12. 12. Except In . . .
    13. 13. Yahoo!Japan Uses Google Results
    14. 14. IT’S MOSTLY ABOUT GOOGLE Rule #1
    15. 15. These Are Regions!
    16. 16. http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1347922 From Google Webmasters Forum Generic or International TLD? Google needs other signals! • IP Location carries weight for generic domain  a .com hosted in Japan is a Japanese site • It is a low level signal that can be overridden • With Webmaster Tools & hreflanguage attributes • Language and in-country links
    17. 17. What Top-Level Domain? It’s all good to Google and Bing
    18. 18. Great Build Out
    19. 19. EACH COUNTRY IS A MARKET Rule #2
    20. 20. Nuggets Miscellaneous Markets of knowledge
    21. 21. UK Nuggets Separated by a common language
    22. 22. • The UK is not on the Euro • Ireland is not part of the United Kingdom – But they use the Euro there.
    23. 23. Nuggets for Germany • Germany, Austria and Switzerland are not the same country – Same language, surprisingly different cultures • Be as German as possible on your website to win the trust of German users. Beef up your “About Us” and privacy pages. • Allow for longer key phrases in German for your tags and text ads, and plan to use many more one-word long-tail variations than you would in English.
    24. 24. Nuggets for Germany • Focus on the quality of your products rather than low prices to impress German online shoppers.
    25. 25. Netherlands Nuggets • Netherlands is not just Holland. Some Dutch people are offended when their country is referred to as Holland • The Dutch love a good deal, so be sure to make your offers and calls to action clear and appealing
    26. 26. France Nuggets • Understanding and respecting French pride in their language and culture is the key to success. • Sixty percent of French online shoppers use price comparison websites, such as Shopzilla, Kelkoo, and local favorite, Acheter- moins-cher.
    27. 27. Italy Nuggets • Don’t make your website look and sound like a party animal wearing a Hawaiian shirt. – Italians are classy and sophisticated and take being stylish seriously. • Don’t get to familiar too soon, be formal. Stick to the formal address “il lei” for “you” to show respect.
    28. 28. Nuggets for Nordic Countries • Iceland and Finland are not part of Scandinavia. – Demark, Sweden and Norway are – Over all they are called the Nordics. • Culturally these countries are surprisingly different – While the Danes are more relaxed the Swedes are less so
    29. 29. Nuggets for Nordics • Although Scandinavian languages are similar, be aware of differences in popular search keywords and trends. – Written you might say that Danish and Norwegian are the closest. • Scandinavians are big social networkers and YouTube video consumers. Be sure to include those channels in your online marketing strategy.
    30. 30. How Customers Pay Differs • Italy: be sure to offer PayPal as an option; many Italians do not use credit cards online. • Netherlands: the most popular payment systems are iDeal and AcceptGiro; PayPal and credit cards much less so.
    31. 31. Use the Local Currency • Miva supports
    32. 32. Paypal Helps Too
    33. 33. PAYMENT METHODS DIFFER Rule #3
    34. 34. bloopers Preventing Mistakes
    35. 35. Don’t forget the slang • The word Handy (slang for mobile phone) is by far search more than the actual German word (mobiltelefon). Even related words like handyshop are search more or equally much as mobiltelefon. • Other German words used are: Mobiltelefon Smartphone Smart Phone Handy Natel (mostly in Swiss) WAP-Handy
    36. 36. The same word for two items, or? • Another sample would be France, they tend to use the same word for Laptop and mobile phone, or portable. • But there is a dilemma as the word portable also means something that is transferable. The goal here is to put the word in the right context and by that gaining the momentum needed. • There are words like téléphone portable or GSM (quite widely used in Europe). Laptop would be natural guess as portative, but portable is more widely used.
    37. 37. But they all speak English! • In the Nordics “laptop” as a word is easy enough and widely used, but there are local words not to be missed. • In Sweden the most used single word would be laptop, but if you forget words like “bärbar”, “bärbara”, “bärbar dator” etc you are missing out on well over 50% of searches. • But non only that, we found that the Swedish are more likely to use English when they are researching but their own language as they are closer to shop. • In Norway you can not ignore “bærbar PC”, in Icelandic “fartölva”, in Denmark “bærbar computer” and Finland there is always “kannettava tietokone” or “sylimikro”. In many cases we found that those searching in English are in research mode and those in the native language are in the buying mode. Important to know as 80% of searches are informational
    38. 38. Translating • Then there are translations, if you are sending out translated emails then please respect the user enough to do it right. • The word “Launtilboð” (roughly translated “secret offer”) is not a word that I would use, not even sure what they are translating it from? An easy way to understand if a word is being used is to search for it on the local Google version, does it come up? • In this case Google finds 2400 results (all from Booking.com) and the PPC campaign that follows is actually about salary payment software (launaseðill).
    39. 39. Over translating A very very short case study
    40. 40. Over translating • In some cases, English phrases have superior search volume compared with corresponding phrases in the targeted language • Some page elements in most cases have a nice way to accommodate English search phrases. – Comments – Jargon busters Before you start your SEO work make sure you understand the culture and their use of “technical” terms
    41. 41. DON’T TRANSLATE KEYWORDS Rule #4
    42. 42. Language Matters • Signals your target country – but many languages shared by countries • English content on non-English domain • Use the hreflanguage tag: – For multiple language versions of a website, each language must use rel=”alternate” hreflang=”x”. • A page in German needs to have a rel=”alternate” hreflang=”x” link to the English and Spanish version and the English and Spanish version must include a link pointing to the German site. • Most effective on xml sitemaps
    43. 43. Using the hreflanguage tag • hrfelanguage causes Google to replace English site with specified language. • When http://www.yours.com/ – contains the general homepage of a website, – in Spanish http://es-es.yours.com/ – is the version for users in Spain, – in Spanish http://es-uk.yours.com/ – is the version for users in United Kingdom, – in Spanish http://en.yours.com/ - is the generic English language version
    44. 44. Using the href language “x” Factor • Rel=“alternate” hfrelang=“x” • Use for pages that have no localized content for specific countries • Choose the default language used by the most customers there See Webmaster Tools Help https://support.google.com/webmasters/answer/189077 And for xml sitemapshttps://support.google.com/webmasters/answer/26 20865?hl=en&ref_topic=2370587
    45. 45. How to Find In-Country Links • Open Directory Project dmoz.org – 1.9 million listings in 46 languages, from Afrikaans to Ukrainian • www.dmoz.org/World • Wildcard search – E.g. for lists of directories in Argentina use • www.web directory site:*.com.ar -Google • Google Translate helps you find your way around results in a foreign language
    46. 46. GWT Geo location • Reads mapping in your Google Webmaster Tools account • Sets Results to that Country ONLY – do not use if you want to target multiple countries with a single language (not recommended)
    47. 47. How to Map in GWT • Geo-targetable domains listed at Google Webmaster Tools forum answer here.
    48. 48. FREE TOOLS HELP YOU Rule #5
    49. 49. Avoid Duplicate Content Filters • Use – WMT geo-location – In-country links – Unique page titles and directory URLs in the language you are targeting • Rewrite your session ID’s!
    50. 50. General Dont’s for Europe • Don't market only in US English – Those that learn English mostly learn UK English. • Don't use auto-generated translations without having a native speaker edit your content • Don’t make up you own country domain extensions
    51. 51. What to Do for Global • Do have someone who knows the target language review your pages after insertion in your CMS. • Do set up Adwords in separate campaigns for each country. – Same with analytics • Hreflang tags is great for small sites but you can also geo-target in webmaster tools
    52. 52. More Do’s for Global • Do use a country coded domain, sub domain or sub directory (.de = Germany, .cn = China etc..) • Do localize your content. • Do get inbound links from sites in target country to your in-country page.
    53. 53. It’s Great to Be Back
    54. 54. Seattle Washington & Portland Oregon, USA anne@outlinesventure.com @AnneKennedy Anne F. Kennedy President, Outlines Venture Group & Author Thanks!

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