Running a Global Search Campaign

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Running a Global Search Campaign

  1. 1. The Top Five Hottest Tips of International Search<br />Prepared by:<br />Andy Atkins-Krüger - CEO, WebCertain Group<br />
  2. 2. Andy Atkins-Krüger, CEO, WebCertain Group Ltd<br />Stockholm – Dubrovnik – London – Seattle – New York – Shanghai – Oslo – Moscow – Mumbai – Berlin – San Jose – Reykjavik – Las Vegas – Berlin– Manchester – Hamburg<br />Managing Editor – www.multilingual-search.com<br />
  3. 3. What We Do?<br />Centralize & benchmark global search<br />SEO, SEM, Social Media, SEO-Localisation<br />Single time-zone – central hub<br />WebCertain trained in-house search marketers<br />Native in 36 languages<br />International Only (Since 1997)<br />Multilingual processes at all times<br />
  4. 4. WebCertain Poland<br />Sales operation Eastern Europe<br />Wroclaw<br />WebCertain AS<br />Sales Scandinavia<br />Oslo<br />WebCertain China<br />Launch Autumn 2010<br />Beijing / Xiamen<br />WebCertainLocations<br />WebCertain Technical Centre<br />Programming unit<br />Kolkata<br />WebCertain LLC<br />Sales USA<br />Los Angeles<br />WebCertain Group<br />World Language Hub<br />Operations Centre<br />United Kingdom<br />
  5. 5. 1: Great Research & Planning<br />
  6. 6. SEO and 3 Cs<br />Connections<br />Content<br />Compatibility<br />
  7. 7. SEO and 3 Cs<br />Culture<br />Connections<br />Content<br />Compatibility<br />
  8. 8. Searching And ConnectingAre Fundamental Human Needs Everywhere<br />
  9. 9. All Peoples Are Equally Sophisticated, Impatient And Lazy<br />
  10. 10. Trust is Built Through Cultural Relevance and Dealing with Environmental Factors<br />
  11. 11. User Behaviours are Environment Driven and Buying and Paying are Environmental Factors<br />
  12. 12.
  13. 13.
  14. 14. The Roll-Out Scorecard<br />
  15. 15. 2: Google Is NotEverything<br />
  16. 16.
  17. 17. The Others You Need To Know!<br />64%<br />62%<br />South Korea<br />China<br />68%<br />Russia<br />48%<br />Czech Republic<br />
  18. 18. Mobile Reaches Other Parts<br />Source: Admob<br />
  19. 19. Quick Case Study <br />
  20. 20. 14 Languages – 20 Countries<br />Year 1: +21%<br />Year 2: +84%<br />Year 3: +43%<br />Year 4: +69%<br />Total: +444%<br />
  21. 21. 3: Don’t Abuse Keywords<br />
  22. 22. Keywords<br />
  23. 23. Language Content & Presentation<br />Language Detection<br />Spidering & Site Maps<br />Index & Query Response<br />Language Dependent Processes<br />
  24. 24. Guilty<br />Keywords Cannot Be Translated<br />
  25. 25. Who Has The Shortest Long Tail?<br />Shortest Tails<br />Longest Tails<br />Dutch / German<br />English<br />Scandinavia<br />Romance<br />
  26. 26.
  27. 27. Input Methods Drive Behaviour – Including Mobile, PC and Tablet<br />
  28. 28. Plurals<br />Prepositions<br /> football boots<br />Accents<br />scarpe da calcio<br />Alternate spellings<br />botas de fútbol<br />Disaggregation<br />Inflection<br />Fussballschuhe<br />voetbal schoen<br />футбольная обувь <br />
  29. 29. Language Issues Are Language Specific<br />*German language impact on SEO and PPC<br />
  30. 30. 4: Have AContent Strategy<br />
  31. 31. How Important is Search?<br />“Marketing content which is not available to search engines isn’t worth localising. Period.”<br />Andy Atkins-Krüger<br />
  32. 32. Map Keywords To Pages<br />
  33. 33. Never Look At ONE Page Out of Context<br />
  34. 34. Use Keywords To Drive And Frame Your Content<br />
  35. 35. Creative Copywriting Is Not The Answer<br />
  36. 36. Three Types of Content<br />Translated Content<br />Freshly Crafted<br />Content<br />& UGC<br />Modified & Updated<br />Content<br />
  37. 37. NO Compromise Needed Between Search Engine and User<br />
  38. 38. Best Practice SEO Localisation<br />SEO Meta-Content & Tactical SEO<br />Product Development<br />SEO-Localisation Strategy Plan<br />Content Selection & Planning<br />Business Objectives<br />Content Localisation<br />Marketing Messages & Content<br />Terminology & Glossary Management<br />Glossary<br />Metrics, SEO & Content Feedback Loop<br />
  39. 39. SEO-Localisation Strategy & Plan<br />Content Requests to HQ<br />Specifies Page Level Keywords<br />
  40. 40. Language Right To Left<br />
  41. 41. Watch Out For Calendars!<br />
  42. 42. Well Done Saudi Air!<br />
  43. 43. 5: Effective Geo-Targeting Strategy<br />
  44. 44. What Is Geo-Targeting – Simple?<br />15- 40% Additional Visitors In Each<br />“Appearing in front of ALL relevant searchers”<br />
  45. 45. What Is Geo-Targeting – Complex?<br />The Web Is NOT The Same Everywhere!<br />“Appearing in front of ALL relevant searchers”<br />
  46. 46. How Does Google Filter “The Web”?<br />
  47. 47. Billigflug: Google.de v Google.co.uk<br />
  48. 48. Billigflug: US v Germany<br />
  49. 49. Billigflug: Austria v Germany<br />
  50. 50. Lufthansa: Google.co.uk – Google.de<br />
  51. 51. ‘Keyword Language Tag’?<br />English GB<br />Casseroles<br />French EU<br />Casseroles<br />
  52. 52. How Does Google Filter “The Web”?<br />By Google Domain (Redirected by IP)<br />By Keyword Language Tag<br />By IP Location<br />
  53. 53. Country?<br />Language?<br />Mixed?<br />
  54. 54. World<br />Language?<br />
  55. 55. World<br />Language?<br />English<br />French <br />German<br />Spanish<br />Portuguese<br />Arabic<br />
  56. 56. Target Polish –<br />You Get Poland<br />& Polish Emigrants<br />Everywhere<br />
  57. 57. World Language<br />Local Language<br />Options:<br />Options:<br />1. Local Domains Representing Language<br />1. Local Domains<br />2. Dot Coms + Local Hosting<br />2. Dot Coms + Google Webmaster Central <br />3. Dot Coms + Local Links + Local Hosting<br />Do NOT use Webmaster Central!<br />
  58. 58. Russia - Yandex<br />China - Baidu<br />1. Local Domains<br />1. Local Domains + Local Hosting (Not Hong Kong)<br />2. Dot Coms + Set Yandex Region<br />2. Dot Coms + Local Hosting + Set Baidu Region<br />3. Dot Coms + Local Hosting<br />
  59. 59. Country?<br />
  60. 60. Multilingual Countries<br />Simple Countries<br />
  61. 61. Multilingual Countries<br /><ul><li>Algeria
  62. 62. Belgium
  63. 63. Canada
  64. 64. Hong Kong
  65. 65. India
  66. 66. Morocco
  67. 67. Singapore
  68. 68. South Africa
  69. 69. Switzerland
  70. 70. Tunisia</li></li></ul><li>Simple Countries<br />Multilingual <br />Options:<br />Options:<br />1. Local Domains<br />1. Local Domains<br />2. Dot Coms + Google Webmaster Central<br />2. Dot Coms + Local Hosting<br />3. Dot Coms + Local Hosting + Local Links<br />Do NOT use Webmaster Central!<br />
  71. 71. Watch Out for Duplication<br />
  72. 72.
  73. 73. Potentially Duplicate Locales<br />Local<br />Links<br />Use <br />Local<br /> Domains<br />Search<br />Engine<br />Settings<br /><ul><li>Create An Individual Language Flavour</li></ul>for Each Locale You Wish to Target<br /><ul><li>No Index The Rest (If Duplication matters)</li></li></ul><li>Link Building Doesn’t Work...<br />...Without Good Content<br />
  74. 74. Local links<br />
  75. 75. Local links<br />
  76. 76. Local links<br />
  77. 77. @andyatkinskruge<br />@webcertain<br />

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