search engine optimization            link building        on-page optimization                      Global SEOmultilingua...
Agenda         • What is SEO and why does                             y         it matter?         • Wh i Gl b l SEO?     ...
Search Marketing                      SEO vs. PPC:    Google Adwords    • SEO: Fixed cost / PPC: Variable cost            ...
You need to be on the first page!  „ According to a study from Jupiter Research for Yahoo, 68% of people try  another sear...
How to get on the first page?                                5
Important Ranking Factors                            6
Important Ranking Factors        Lots of On Page factors can prevent good ranking        But Off Page factors boost you pa...
Off page Factors                                                                     Linkbuilding has the biggest impact o...
KeywordsGoal:Identify relevant keywords with a good amount of search queries that has lessthan average competition. (KEI =...
“Network storage devices”      Organic results in search engines make a huge difference                                   ...
Global SEO“If I am selling to you, I must speak English. But if you are sellingto me, dann müssen Sie Deutsch sprechen.”  ...
Benchmark the company                        Less organic rankings. 3800 vs.                        644 keywords in top 30...
Benchmark the market                       13
Global SEO today  Who owns Global SEO?In most companies marketing owns SEOand the localization department ownswebsite tran...
Global SEO and Localization  Lots of common topics (and tools):  Keywords, Content Strategy, Language  Integration with te...
Audit Your Global SEO Strategy Is your company ready?Audit areaAudit area                     TopicsTechnology ‐ On‐Page  ...
Benchmarking Data                    17
Benchmarking ResourcesFree top 500 country profiles and tool (coming very soon):http://www.marktheglobe.com/seo-top500    ...
Your SEO Campaign A simple SEO project consists of different, clearly defined steps like:  Benchmarking & Strategy  Anal...
Thank You            20
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Introduction to Global SEO

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An introduction to Global SEO for marketing and managers that want to enhance their international web marketing strategy.

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Introduction to Global SEO

  1. 1. search engine optimization link building on-page optimization Global SEOmultilingual social media optimizationtranslationon-page optimization multilingual ginternational An Introduction eCommerce link building local search To Global SEO on-page optimization T analyticssearch engine optimization Gl link building b lglobalizationmultilingual g Global SEO social media optimization Matthias E. Zeitler Etranslation 05 November 2010 Global SEOon-page optimizationinternational link building local search eCommerceglobalizationg analytics li k building link b ildi search engine optimization translation Global SEO 1
  2. 2. Agenda • What is SEO and why does y it matter? • Wh i Gl b l SEO? What is Global •B Benchmarking online h ki li marketing • A roadmap for your Global SEO campaigns 2
  3. 3. Search Marketing SEO vs. PPC: Google Adwords • SEO: Fixed cost / PPC: Variable cost • SEO provides more traffic PPC (86% organic vs. 14% Adwords) ads • SEO is more effective than PPC (52% vs. 48%, eConsultancy Study) SEO results lt • SEO hips to build and reinforces brands (Recall, Attribution, Honda Study) • PPC is getting more expensive (10-30% increase for 48% of all keywords annually (eMarketer Study) • PPC is i t t SEO takes time i instant, t k ti 3
  4. 4. You need to be on the first page! „ According to a study from Jupiter Research for Yahoo, 68% of people try another search if they can‘t find what they want on the first page of search results. “ Source: Yahoo, iProspect, and JupiterResearch, June 2008 4
  5. 5. How to get on the first page? 5
  6. 6. Important Ranking Factors 6
  7. 7. Important Ranking Factors Lots of On Page factors can prevent good ranking But Off Page factors boost you past the competition! 7
  8. 8. Off page Factors Linkbuilding has the biggest impact on ranking, once all on page factors are resolved. Source: http://www.seomoz.org/article/search-ranking-factors 8
  9. 9. KeywordsGoal:Identify relevant keywords with a good amount of search queries that has lessthan average competition. (KEI = Keyword Effectiveness Index) competition Authors and translators normally do not do SEO keyword research. Translation aims to identify the ‚correct‘ word, not the one with the most traffic. It is necessary to enrich onsite content and to consider SEO aspects. y p 9
  10. 10. “Network storage devices” Organic results in search engines make a huge difference difference. Competitors cannot buy the same amount of targeted traffic via Adwords! Also branding is an important consideration. 10
  11. 11. Global SEO“If I am selling to you, I must speak English. But if you are sellingto me, dann müssen Sie Deutsch sprechen.” Willi Brandt, German Chancellor, 1969-1974 “56.2 “56 2 percent of cons mers sa that the abilit to obtain information in their consumers say ability own language is more important than price.“ Cant Read, Wont Buy: Why Language Matters on Global Websites “Websites tailored linguistically and transactional to the residents of one country can address, at most, 20 percent of the total world online population.” Website Globalization: The Availability Quotient 11
  12. 12. Benchmark the company Less organic rankings. 3800 vs. 644 keywords in top 30 results. Reduced amount of Adwords used for PPC ads. (1100 vs. 235) All this information is available for ANY company on the web! p y 12
  13. 13. Benchmark the market 13
  14. 14. Global SEO today Who owns Global SEO?In most companies marketing owns SEOand the localization department ownswebsite translation, but who owns GlobalSEO? One supplier for each countryThere are only very fTh l few companies th t offer i that ffmultilingual SEO for international markets – noneof them are translation companies.Companies have to either manage one SEO p gagency per country or each regional office is doingtheir own SEO projects 14
  15. 15. Global SEO and Localization Lots of common topics (and tools): Keywords, Content Strategy, Language Integration with terminology, author memory, translation memory and workflow is required. Natural extension: WCMS: Enable global content TMS: TMS Translate global content Global SEO: Get people to read the content Should be Sh ld b part of th l t f the localization t li ti team: Increases visibility of L10N effort Managing Global SEO is very similar to managing translation 15
  16. 16. Audit Your Global SEO Strategy Is your company ready?Audit areaAudit area TopicsTechnology ‐ On‐Page HTML, Meta‐Tags, Content Density, Site StructureVisibility ‐ Index Coverage Distribution, Syndication, Listings, Inbound and Outbound LinksCampaigns ‐ Traffic Patterns Pay‐Pay‐Click, Banner Adverts, PartnershipsMultilingual Strategy Language Strategy, Keywords, Domains/Hosting/CDNCompetition Competition ‐ Process Benchmarking, Ranking Benchmarking, Ranking 16
  17. 17. Benchmarking Data 17
  18. 18. Benchmarking ResourcesFree top 500 country profiles and tool (coming very soon):http://www.marktheglobe.com/seo-top500 18
  19. 19. Your SEO Campaign A simple SEO project consists of different, clearly defined steps like:  Benchmarking & Strategy  Analytics & Controlling  Keyword Analysis  OnPage Factors Linkbuilding / Off page  Article marketing & user generated content  Social Bookmarking & Directory Submission  LinkWheels & Web 2 0 profiles 2.0  Press releases  QA & ReportingRemember:• Lots of best practices available (SEMPO, eConsultancy, SEOMoz,.. ).• Effective SEO does not require secret expert voodoo recipes! 19
  20. 20. Thank You 20

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