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Bill Hunt - Global Search

Bill Hunt's presentation to SEMNE, March 31, 2010. Bill explains how to improve international search rankings.

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Bill Hunt - Global Search

  1. 1. Global Search Marketing<br />Your just a click away from the world! <br />SEMNE CT Meeting<br />March 31, 2010<br />Bill Hunt<br />
  2. 2. International Opportunity <br />85% of Small Medium Businesses in US and Europe indicated search engines offer them the best mode for market expansion<br />65% of Fortune 100 generate more than 50% of their revenue outside the US <br />70% of all Google queries were in a language other than English<br />Search is the least inexpensive mode of entry of any form or global expansion. <br />
  3. 3. plane ticket<br />flugticket<br />vlucht<br />billet d’avion<br />航空券<br />항공권<br /> volo<br />vuelos<br />Drive targeted leads to your international sites<br />Target Users at the Time of Interest in their language <br /><br />in English / Japanese / French / Korean / German / Italian / Spanish / Dutch<br />
  4. 4. Global Search Challenges<br />But, with the increased awareness and demand comes new challenges…<br />Search breaks down traditional geographic barriers leading to potential customer frustration due to language, navigation or ecommerce issues<br />Content owners now compete for keywords, awareness and traffic based on who has the better optimized content resulting <br />Advanced creative techniques can be counterproductive to search requirements<br />Grass roots programs create duplication and waste<br />4<br />
  5. 5. Opportunities<br />
  6. 6. Business Opportunities<br />Going Global = More Business Opportunities<br />
  7. 7. Opportunities - Regins<br />
  8. 8. Opportunities - Languages<br />
  9. 9. Opportunities - Countries<br />
  10. 10. Why Go Global?<br />Demand is already coming to you<br />Log file analysis<br />Sales and leads<br />Language and communication ability<br />Customer service<br />Infrastructure (channel partners)<br />Internet usage and E-commerce<br />Market place interests and product categories<br />New Markets & Demand for Products<br />Emerging markets or advancing technology opportunities <br />
  11. 11. Review the Opportunities<br /><br /><br />
  12. 12. Planning & Challenges<br />
  13. 13. Objectives and Goals<br />Determine the Business Objectives for Global Websites and Global PPC Campaigns<br />Target audience<br />How to measure the success<br />Size and budget of campaigns<br />In-house, Out-sourced, or Hybrid<br />Create a Project Road Map<br />Research target markets and be prepared<br />
  14. 14. Target Engines<br />Google – 62.4%<br />Yahoo – 12.8%<br />Baidu – 5.2%<br />MSN(bing) – 2.9%<br />Naver – 2.6%<br />
  15. 15. There are some challenges…<br />Different market means different:<br />Rules<br />People<br />Culture<br />Behavioral Patterns<br />
  16. 16. Regional Challenges<br />Different outlet <br />social media, blog, etc.<br />Market trends<br />Different search behaviors<br />Different seasonal behaviors<br />fiscal year<br />shopping, vacation seasons<br />difference in products to push<br />Purchasing options<br />credit card, COD, offline<br />Content regulations<br />gov regulations <br />trademark, etc.<br />
  17. 17. On-going Challenges<br />Ranking Reports<br />Campaign Maintenance<br />Foreign Customer Services<br />Legal / Contracts<br />How to stay<br /> “Competitive” <br />in foreign market<br />
  18. 18. Key Elements of Search – any language<br /><ul><li>Ensuring your site is search friendly which allows spiders to visit and index the content on the site
  19. 19. Ensuring your pages include the keyword phrases actually used by searchers
  20. 20. Ensuring the pages of your website are as compliant as possible with the search engine scoring algorithms
  21. 21. Ensuring compelling and action oriented descriptions that encourage visits
  22. 22. Ensure a well defined and user friendly conversion path</li></li></ul><li>Technical Challenges<br />CMS settings<br />Geo targeting, ccTLDs<br />Index problem<br />Duplicate content<br />Different target engines<br />Languages / localization<br />Right to Left<br />Double byte character set<br />Tools (multi-lingual)<br />Domain, sub-domain<br />Hosting<br />Link building<br />
  23. 23. Infrastructure Issues<br />
  24. 24. Leverage Templates for Scale <br /><ul><li>Maximize reach across the organization & globe
  25. 25. Focus on top level templates </li></ul>Optimize the templates when developed <br />Ensure the optimal page elements are pulled into the template correctly<br /><ul><li>Leverage Style Guides and Business Rules</li></ul>Forces overseas offices to comply with optimized formats<br />Give you way to monitor implementation of the program<br />
  26. 26. Template and top-level content optimisation<br />Correct use of Header tags<br />Page Title and Meta Data recommendations<br />Fully indexable navigation?<br />Can search engine’s follow all of the links?<br />Ensure all parts of the page are indexable<br />Enhancement of cross-links to distribute link equity<br /><br /><br />Etc.<br />
  27. 27. Global SEO for IBM Software Online Catalog<br />IBM Software Online Catalogs are currently available in 235 countries translated in 23 languages. Product ordering is currently available in 33 countries around the world<br />Hungarian<br />Italian<br />Korean<br />Norwegian<br />Polish<br />Russian<br />Slovakian<br />Spanish<br />Swedish<br />Turkish<br />Japanese<br />Traditional Chinese<br />Danish<br />Languages<br />Brazilian Portuguese<br />Chinese Simplified<br />Croatian<br />Czech<br />Dutch<br />English<br />Finnish<br />French<br />French Canadian<br />German<br />Countries who can order<br />Countries with catalogs only<br />Countries not enabled<br />Goals: <br /><ul><li>Be the “go to source” on the web for all IBM software
  28. 28. Rank well without significant local interaction and optimization
  29. 29. Drive incrimental traffic and conversions from brand and generic terms </li></li></ul><li>Optimizing the Catalog<br /><ul><li> Working with geo teams to determine current rankings in local search engines and geo-specific terms to optimize for
  30. 30. Altering templates to allow addition of geo-specific keywords to titles, headings, and spiderable text
  31. 31. Reducing redirects and simplifying URL structures to increase performance of pages as well as spiderability
  32. 32. Created country-specific XML site maps to push inclusion</li></ul>Results:<br />82% of Tier 1 phrases in all markets ranking on first page <br />Majority of traffic now from Search <br />Exponential increase in sales immediately after indexing<br />Source: IBM Presentation SES San Jose 2009<br />
  33. 33. Barriers to getting global sites indexed <br />Popups can’t be indexed<br /><ul><li>Pull-down country maps can’t be crawled
  34. 34. Restrictive JavaScript for language detection
  35. 35. Restrictive Robots.txt and meta robots</li></li></ul><li>Location and Language Detection <br />Country Detection Methods<br />Top Level Domain, IP of server/host, detected language<br />Language Detection<br />Most engines an detect top 3 languages automatically<br />93% of European searchers restrict to “language”<br />Engines using Searcher IP detection to present local relevant content<br />
  36. 36. GEO Targeting for Google<br />Pages in Germany “.de”<br />All web<br />Pages in German language<br />Sitemap<br />Country setting<br />
  37. 37. Fixing Location & Language Barriers<br />Use correct Meta language tags <br /><html lang=“de"> or <html lang=“en_gb"><br /><meta http-equiv="content-language" content="ja"><br />Use correct Character Set meta tags <br /><meta http-equiv="content-type" content= "text/html; charset=shift-jis"> -- Japanese<br /><meta http-equiv="Content-Type“ content="text/html; charset=windows-1251"/> -- Russian<br />Use local domain names .de .fr<br /> They can be hosted in the US<br /> At least a few pages on the local market domain<br />
  38. 38. Maximize WW Link Architecture<br />Link Equity is the amount of positive value your website receives from the totality of “links” or “votes” for your content from internal and external sources which is the foundation of Google’s Scoring Algorithm.<br /><ul><li>Leverage enormous power of WW Sites to build link equity
  39. 39. Leverage Partners and Distributed content to increase link equity</li></ul>Helps define the global server strategy as well<br />
  40. 40. Linguistic Issues<br />
  41. 41. Benefit of Website Globalization<br />Standard site design and management<br />Linking strategy <br />Cost saving<br />Time efficiency<br />Manpower reduction<br />Standardizing brand image and business strategies<br />
  42. 42. Localization Challenges<br />Languages:<br />Different spellings<br />“localise” or “localize”<br />Different meanings<br />“football” or “soccer<br />Currencies<br />Metrics<br />Address<br />Local Legal Requirements<br />Business & License information<br />Hours & Locations<br />Return Policies <br />
  43. 43. Mistakes With “Word for Word” Translation<br />Not translated<br />「ホテル名」<br />「US$200以上」<br />「US$40以下」<br />「US$xx以上、US$xx以下」<br />「全てのホテルを表示する」<br />「111件中1番目から20番目のホテル」<br />???<br />Wrong character<br />「ホテル名」<br />This should be on the right side of the currency box.<br />
  44. 44. <ul><li> Don't force US keywords on the local offices - share with them the logic behind the recommended KWs (w/data) and let them add their own local touches
  45. 45. Educate them on the value of the words and why to look beyond branded terms 
  46. 46. Share well performing words in local markets with all markets for potential new opportunities (closed feedback loop)
  47. 47. Don’t translate keywords but identify the best words for the local market. </li></ul>Keyword Research<br />
  48. 48. Keywords<br />Keyword Research in each market<br />“America (USA)”<br />アメリカ: 110,000<br />アメリカ合衆国: 14,800<br />米国: 4,400<br />合衆国: 720<br />“Baby carrier”<br />ベビーキャリア:1,600<br />抱っこ紐:12,100<br />抱っこひも:6,600<br />だっこひも:2,900<br />だっこ紐:1,300<br />
  49. 49. Keyword planning in each language<br />Don’t just translate the English words<br />Add all of the variations to expand keywords<br />20% of keywords in campaign are not popular or wrong translations<br />70% of Google queries are from outside the USA! <br />
  50. 50. Keyword Organization & Management<br />Organize your keywords by:<br />Languages<br />Locations<br />Target audiences<br />Purchase cycle<br />Importance<br />Brand name<br />Product name<br />Model numbers, etc.<br />Set up separate account with different target language/location for each market to avoid bidding against yourself<br />
  51. 51. Managing the Localization Process <br /><ul><li>Cheap translation is just that… cheap translation!</li></ul>Translators are NOT optimizers<br />Many translators don’t even use the Internet<br />Few translators understand keyword research<br />Few translators integrate keyword research into their process<br /><ul><li>Review basic optimization techniques with team</li></ul>Teach them to understand key techniques and concepts<br />Help copywriters combine search techniques with marketing copy<br />Maintain keyword prominence and density<br />Often substitute words and phrases “it, our product, we” <br />Understand “correct word” is not always “optimal word”<br />
  52. 52. Glossary Development<br />Blended L10N & Optimization Process <br />Content Translation<br />Localization <br />Step<br />Page QA<br />Page <br />Updates<br />Keyword Optimization<br />Algorithm Compliance<br />SEO Step<br />Ensuring the final page has all the key elements needed for ranking well. <br />Identify, analyze and refine optimal keywords <br />Use SEO best practices to ensure translated content is optimal for scoring<br />Scope<br />Critical Keyword List<br />External Demand <br />On-site Search<br />Current Position<br />Content Availability & User query centric<br />Primary <br />Tasks <br />Keyword Occurrence<br />Keyword Density<br />Keyword Prominence<br />Descriptive Sentence<br />Ensure complete translation<br />Ensure proper language tags<br />Ensure optimal placement of keywords<br />
  53. 53. Localized PPC Ad Creative <br />Write effective ads for each market<br />Double byte characters = A half the space<br />Check competitors’ ads<br />Use dynamic insertion cautiously<br />
  54. 54. Team & Organizational Issues<br />
  55. 55. Winning Hearts and Minds<br /><ul><li>Build a Culture of Search
  56. 56. Set expectations accordingly -- local teams often don’t have as much resource and asked to do many other tasks
  57. 57. Develop your own local awareness.
  58. 58. Remember, you’re from headquarters and you’re supposed to be there to help.
  59. 59. Not knowing what the major local search engine (or language, or major holidays) are doesn’t make for a good foundation.
  60. 60. Where you have them, trust your local teams.
  61. 61. Educate, Empower, and Trust Them: They have the cultural context and local market knowledge.
  62. 62. Provide global resources and support (basic search knowledge, central infrastructure optimization, etc.)</li></li></ul><li>Brand<br />Brand<br />Brand<br />Brand<br />Web <br />Marketing<br />Site Arct<br />Europe<br />Latin <br />America<br />Asia<br />Japan<br /> Centralized Team Structure<br />Manages <br /><ul><li> Coordination of centralized team
  63. 63. Overall Search Strategy
  64. 64. Search related Training
  65. 65. Integration of Paid and Organic Search
  66. 66. Agency Relationships </li></ul>WW Search Manager<br />Website Liaison Role<br /><ul><li> Coordinate with site framework and design
  67. 67. Consulting with Site Infs. team on metrics, flow & function
  68. 68. Support web strategy & Web 2.0 efforts
  69. 69. Compliment web marketing initiatives</li></ul>Brand Search Strategists Role<br /><ul><li> Brand specific keyword research
  70. 70. Brand level page auditing and optimization
  71. 71. Coordination with Development Team
  72. 72. Both outsourced and internal resources</li></li></ul><li>Global PPC Management Tools<br />Search engines have best global bid tools<br />Few tools work with double-byte keywords<br />Kenshoo & Make Me Top<br />Few tools roll up all global campaigns<br />Few tools work with local search API’s <br />Deploy tracking tags on international sites<br />Many analytics tools can’t display double-byte<br />Resources are scarce in many markets <br />
  73. 73. Deploy Performance Metrics<br />Leverage Scorecards for governance to ensure consistent global performance goals are achieved. <br />Helps prioritize resource allocation<br />Forces all business units to make an effort<br />IBM’s global search performance increased 500% when BU level performance metrics implemented<br />
  74. 74. Deploy Performance Metrics<br />Performance by business unit for critical keywords<br />
  75. 75. Key steps to a successful global program<br />Demonstrate the business opportunity for search<br />Ensure translators and localizers understand search fundamentals<br />Research and deploy the optimal keyword strategy<br />Integrate search attributes into the development and localization workflow process<br />Research the target markets for regulations, trends, statistics, popular engines and social outlets<br />Take advice from local experts and local offices, and make necessary adjustments to your campaign strategies for each market<br />
  76. 76. Enabler – Get a Handy Reference <br />“Buy this book, read it, and then read it again.”--Chris Sherman, Search Engine Watch<br />Helps guide you through developing your program<br />How to form your team and manage for success<br />
  77. 77. Thank You.<br />eMail:<br />Twitter: billhunt<br />Blog:<br />Site:<br />