Running a Global Search Campaign
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Running a Global Search Campaign

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Running a Global Search Campaign Running a Global Search Campaign Presentation Transcript

  • The Top Five Hottest Tips of International Search
    Prepared by:
    Andy Atkins-Krüger - CEO, WebCertain Group
  • Andy Atkins-Krüger, CEO, WebCertain Group Ltd
    Stockholm – Dubrovnik – London – Seattle – New York – Shanghai – Oslo – Moscow – Mumbai – Berlin – San Jose – Reykjavik – Las Vegas – Berlin– Manchester – Hamburg
    Managing Editor – www.multilingual-search.com
  • What We Do?
    Centralize & benchmark global search
    SEO, SEM, Social Media, SEO-Localisation
    Single time-zone – central hub
    WebCertain trained in-house search marketers
    Native in 36 languages
    International Only (Since 1997)
    Multilingual processes at all times
  • WebCertain Poland
    Sales operation Eastern Europe
    Wroclaw
    WebCertain AS
    Sales Scandinavia
    Oslo
    WebCertain China
    Launch Autumn 2010
    Beijing / Xiamen
    WebCertainLocations
    WebCertain Technical Centre
    Programming unit
    Kolkata
    WebCertain LLC
    Sales USA
    Los Angeles
    WebCertain Group
    World Language Hub
    Operations Centre
    United Kingdom
  • 1: Great Research & Planning
  • SEO and 3 Cs
    Connections
    Content
    Compatibility
  • SEO and 3 Cs
    Culture
    Connections
    Content
    Compatibility
  • Searching And ConnectingAre Fundamental Human Needs Everywhere
  • All Peoples Are Equally Sophisticated, Impatient And Lazy
  • Trust is Built Through Cultural Relevance and Dealing with Environmental Factors
  • User Behaviours are Environment Driven and Buying and Paying are Environmental Factors
  • The Roll-Out Scorecard
  • 2: Google Is NotEverything
  • The Others You Need To Know!
    64%
    62%
    South Korea
    China
    68%
    Russia
    48%
    Czech Republic
  • Mobile Reaches Other Parts
    Source: Admob
  • Quick Case Study
  • 14 Languages – 20 Countries
    Year 1: +21%
    Year 2: +84%
    Year 3: +43%
    Year 4: +69%
    Total: +444%
  • 3: Don’t Abuse Keywords
  • Keywords
  • Language Content & Presentation
    Language Detection
    Spidering & Site Maps
    Index & Query Response
    Language Dependent Processes
  • Guilty
    Keywords Cannot Be Translated
  • Who Has The Shortest Long Tail?
    Shortest Tails
    Longest Tails
    Dutch / German
    English
    Scandinavia
    Romance
  • Input Methods Drive Behaviour – Including Mobile, PC and Tablet
  • Plurals
    Prepositions
    football boots
    Accents
    scarpe da calcio
    Alternate spellings
    botas de fútbol
    Disaggregation
    Inflection
    Fussballschuhe
    voetbal schoen
    футбольная обувь
  • Language Issues Are Language Specific
    *German language impact on SEO and PPC
  • 4: Have AContent Strategy
  • How Important is Search?
    “Marketing content which is not available to search engines isn’t worth localising. Period.”
    Andy Atkins-Krüger
  • Map Keywords To Pages
  • Never Look At ONE Page Out of Context
  • Use Keywords To Drive And Frame Your Content
  • Creative Copywriting Is Not The Answer
  • Three Types of Content
    Translated Content
    Freshly Crafted
    Content
    & UGC
    Modified & Updated
    Content
  • NO Compromise Needed Between Search Engine and User
  • Best Practice SEO Localisation
    SEO Meta-Content & Tactical SEO
    Product Development
    SEO-Localisation Strategy Plan
    Content Selection & Planning
    Business Objectives
    Content Localisation
    Marketing Messages & Content
    Terminology & Glossary Management
    Glossary
    Metrics, SEO & Content Feedback Loop
  • SEO-Localisation Strategy & Plan
    Content Requests to HQ
    Specifies Page Level Keywords
  • Language Right To Left
  • Watch Out For Calendars!
  • Well Done Saudi Air!
  • 5: Effective Geo-Targeting Strategy
  • What Is Geo-Targeting – Simple?
    15- 40% Additional Visitors In Each
    “Appearing in front of ALL relevant searchers”
  • What Is Geo-Targeting – Complex?
    The Web Is NOT The Same Everywhere!
    “Appearing in front of ALL relevant searchers”
  • How Does Google Filter “The Web”?
  • Billigflug: Google.de v Google.co.uk
  • Billigflug: US v Germany
  • Billigflug: Austria v Germany
  • Lufthansa: Google.co.uk – Google.de
  • ‘Keyword Language Tag’?
    English GB
    Casseroles
    French EU
    Casseroles
  • How Does Google Filter “The Web”?
    By Google Domain (Redirected by IP)
    By Keyword Language Tag
    By IP Location
  • Country?
    Language?
    Mixed?
  • World
    Language?
  • World
    Language?
    English
    French
    German
    Spanish
    Portuguese
    Arabic
  • Target Polish –
    You Get Poland
    & Polish Emigrants
    Everywhere
  • World Language
    Local Language
    Options:
    Options:
    1. Local Domains Representing Language
    1. Local Domains
    2. Dot Coms + Local Hosting
    2. Dot Coms + Google Webmaster Central
    3. Dot Coms + Local Links + Local Hosting
    Do NOT use Webmaster Central!
  • Russia - Yandex
    China - Baidu
    1. Local Domains
    1. Local Domains + Local Hosting (Not Hong Kong)
    2. Dot Coms + Set Yandex Region
    2. Dot Coms + Local Hosting + Set Baidu Region
    3. Dot Coms + Local Hosting
  • Country?
  • Multilingual Countries
    Simple Countries
  • Multilingual Countries
    • Algeria
    • Belgium
    • Canada
    • Hong Kong
    • India
    • Morocco
    • Singapore
    • South Africa
    • Switzerland
    • Tunisia
  • Simple Countries
    Multilingual
    Options:
    Options:
    1. Local Domains
    1. Local Domains
    2. Dot Coms + Google Webmaster Central
    2. Dot Coms + Local Hosting
    3. Dot Coms + Local Hosting + Local Links
    Do NOT use Webmaster Central!
  • Watch Out for Duplication
  • Potentially Duplicate Locales
    Local
    Links
    Use
    Local
    Domains
    Search
    Engine
    Settings
    • Create An Individual Language Flavour
    for Each Locale You Wish to Target
    • No Index The Rest (If Duplication matters)
  • Link Building Doesn’t Work...
    ...Without Good Content
  • Local links
  • Local links
  • Local links
  • @andyatkinskruge
    @webcertain