“Between 60 – 80% of searches are informational”
Important to understand• Google is a huge part of the decision making factor • More education decision makers have • Higher they are up in the ladder • More money they have to spend • Higher income they have• Information managers are bypassing tradeshows and using the Internet
The C-Level Uses the Internet• The Internet is the MOST influential & important source of business information for the C-Level executives around the world• Before starting the work day, C-Level executives prefer to access the Web rather than read the newspaper• 7 out of 10 C-Level executives believe that the Web is the MOST important source of business information• C-Level executives consume media on the Web more than any other medium• The C-Level uses online media more than their average consumer
The POST Method• People • Realize the capabilities of your audience• Objectives • What do you want to accomplish?• Strategy • Imagine the endpoint, know where to begin• Technology • Choose the technology
Making the most of itClose to 2.2 billion people online – It is the 8th continent but there is little to no boarders
To underline the opportunityThere are: – Close to 200 billion searches world wide per month – Around 6 billion per day – 250+ million searches per day – 4 million searches per minute
One size does not fit all• In the UK, Brits look at delivery options and are repeat buyers.• In Germany, privacy policies and local payment options need to be clear on the site to convince them to buy.• In France, product pictures are as essential as local language to get their attention.• In Spain, return options need to be clear, as does access to customer services to process those returns.• In Italy, brand equity plays the most important role.• Netherlands searchers need clearly secure transactions.• Swedes care about reviews and recommendations.
The need to localize is clear• Most of all, using translated keywords and content without also localizing them for idiom and culture just doesn’t work. For example:• Online businesses selling laptop computers in Sweden need to know that more than 40 percent of Swedes use local words when searching for a PC.• More than 50 percent of searches for Brazil in the world are spelled wrong (Brazilians actually spell their country name as “Brasil”).• A company that sells soccer cleats in the United States will not get much traffic in the United Kingdom
“Foolish and expensive mistakes are made becausemultinational advertisers fail to accommodate differencesamong searchers in foreign markets without thinkingthrough what the target customers might actually be doingor seeing on their sites.”
To stress that point• Although 83 percent of Germans shop online and spend an average of €520 online every six months, they do not use search engines to buy airline tickets as much as those in other European countries. – Advertisers depending on PPC to attract German air travelers will see low return on their investments.• English-speaking kitchen remodeling customers in the United Kingdom might be attracted to kitchen appliance vendor results in Google. – Imagine their dismay when a site on a .com or .net domain they click through to is entirely in Italian. This could happen if the site was hosted in Italy, because hosting is one of the signals that Google uses to gauge which language to display if the site’s domain is not country specific (for example, ending in .com instead of .co.uk). Without addressing such technical details, businesses will miss potential costumers.
Common Mistakes pt. 1• Having a single page for “international” customers...in English.• Having a single page for multiple countries that speak variants of the same language (for example, using Mexican Spanish for all Spanish speaking countries).• Using the same content for a single language across a number of country sites—for instance, using the same Spanish content on your sites for Mexico, Argentina, and Spain. Doing this can put you at risk of tripping Google’s duplicate content filters.• Using only a U.S. / European keyword set.• Using mechanized translations.
Common Mistakes pt. 2• Using literal translations of your English keywords, without taking local usage into consideration.• Developing links only to your .com site instead of to your individual country sites.• Neglecting to obtain links to each of your individual country sites from sites in each of those countries. While linking extensively between your many different country domains’ sites will enhance search visibility for large global companies, your individual country sites need in-country links to do well in search results in each country.• Designing sites for broadband, high-speed, and/or smartphone access only.• Launching campaigns without regard for local holidays or setting the time for display of your ads (day parting) for the time where you are based rather than the ideal time where your target customers are found.
“If you launch your campaign without cleargoals and KPIs, you are pretty much shootingin the dark, and it’s hard to hit even thebroad side of a barn that way.”