‘Same, same, but different – international search marketing’, looks at the many facets of how you can increase online visibility in international markets. It also shares some of the differences you need to embrace when it comes to localisation and provides insights on the existing methodologies required for international search success. This presentation was one of the key speaker sessions at the International Trade Expo 2014.

1. June 2014
John Sellwood
@obansearch
SAME SAME BUT
DIFFERENT
INTERNATIONAL
SEARCH
MARKETING

2. About Oban
Established in 2002, Oban are a leading multilingual search
and conversion agency
Purist in our approach to cultural marketing
Operate in more than 30 markets, creating campaigns for
markets and people – not just languages
Anti-translation and anti-replication – one size does not fit
all.
Leading educators in international search &
and conversion

4. THE BIG SECRET
YOU ALREADY KNOW IT

5. CUSTOMER CENTERED CAMPAIGNS
Your
customer’s…
Culture
Linguistics
Messaging
Behaviours
Right time,
place, device
Intent
Motivations
Options
Competitors
Alternatives
Interests
Products
Social activity
Sphere of
relevance
Minimising wastage
Immediately
Ongoing
Local knowledge & insight

6. ONE SIZE DOES NOT FIT ALL

7. THE BIGGEST BARRIERS

8. LANGUAGE IS ONLY PART OF THE ISSUE
0% 2% 4% 6% 8% 10% 12% 14% 16%
Fear of losing your IP
Lack of overseas operations
Corruption
Experience
Finding suitable staff
Taxation / tariffs
Lack of knowledge
Finance
Languages
Local compliance
Source: International Trade Survey 2014

9. ONLY IN BRITAIN…

10. WHAT DOES IT MEAN IN PRACTICE?
• KEYWORD STRATEGY
• MESSAGING
• CONTENT STRATEGY
• PRODUCT SELECTION
• CAMPAIGN / SPEND PRIORITISATION

11. GO WHERE THE PEOPLE ARE
Americas, Africa and
West & Central
Europe
Google, Bing
Middle East
Google, Yahoo!,
Rediff
Eastern Europe
Google, Yandex,
Seznam, Rambler
Asia
Baidu , Naver,
Daum, Yam, Yahoo!
Japan, Sina, Sohu

12. WHAT’S YOUR FAVOURITE POSITION?
Google.com Google.cn Baidu

13. SEO CONSIDERATIONS
• HOW MUCH CONTENT IS REQUIRED
• OPTIMISATION STRATEGY
• LANGUAGE
• LINK BUILDING?

14. KEYWORDS
• NOT DIRECTLY TRANSLATED
• DRIVEN BY LOCAL INSIGHT
• HYBRID LANGUAGE?
• COLLOQUALISMS?
• GREAT FOR UNDERSTANDING INTENT

15. WHY LOCALISE? HYBRID LANGUAGE
Phrase Volume Country Language
Cheap flights 4,400 Italy English
Cheap flight 880 Italy English
Voli economici 33,100 Italy Italian
Offerte voli 22,200 Italy Italian
Compagnie low cost 14,800 Italy Italian

16. WHY LOCALISE? ACRONYMS
A
R
S
E
cronyms
esult in
urprising
xceptions
BYOD (almost everywhere)
vs. AVEC (only in France)
‘Apportez votre équipement personnel de communication’

17. WHY LOCALISE? ADOPTED LANGUAGE
“Handy”

18. AD-COPY & MESSAGING
ARE YOU LACTATING?

19. AD-COPY & MESSAGING
SCHWEPPES TOILET WATER

20. AD-COPY & MESSAGING
BRING YOUR ANCESTORS BACK
FROM THE DEAD

21. AD-COPY & MESSAGING
CUE – A FAMOUS FRENCH PORN MAG

22. AD-COPY & MESSAGING
Use locals, and their local knowledge to
ensure your messaging is:
• Linguistically fit for purpose
• Relevant
• Resonant

23. LOW HANGING FRUIT
• SEARCH IS GREAT FOR UNDERSTANDING
CUSTOMER NEEDS
• FOCUS ON AREAS THAT ARE ‘QUICK
WINS’
• TAILOR MESSAGING AND CONTENT TO
BEST MEET THE USER NEED

24. LOW HANGING FRUIT

25. LOW HANGING FRUIT

26. LOW HANGING FRUIT

27. TECHNICAL SEO STRATEGY – TOP 5
• DOMAIN STRATEGY
• DUPLICATE CONTENT
• LANGUAGE SETTINGS
• .COM OUTRANKING LOCAL SITES
• SITE SPEED

28. TECHNICAL SEO STRATEGY
DOMAIN STRATEGY
example.com/fr vs. fr.example vs. example.fr
Folder Subdomain ccTLD
Inherited domain authority
GEO Target Bonus
Maintenance Cost
Page Rank

29. TECHNICAL SEO STRATEGY
AVOIDING DUPLICATE CONTENT
LANGUAGE TAGS & SETTINGS

30. TECHNICAL SEO STRATEGY
• GIVE SEARCH ENGINES CLEAR SIGNALS
ON WHO THE CONTENT IS FOR
• USE REL=“ALTERNATE” “HREFLANG=X”
TAGS
• UPDATE .XML SITEMAPS
• ENSURE CORRECT LANGUAGE
SETTINGS IN WEBMASTER TOOLS

31. CONTENT
SAME: HIGHLY RELEVANT, ENGAGING
SHAREABLE CONTENT AT THE HEART OF
A MODERN SEARCH STRATEGY
SAME: CONTENT THEMES DETERMINED
BY USER INTENT & INTERESTS
DIFFERENT: PEOPLE
THE METHODOLOGY STAYS THE SAME,
IT’S HOW TO ENGAGE THAT CHANGES

32. IT’S BIGGER THAN SEARCH
32
• ONSITE USER EXPERIENCE
• PAYMENT METHODS
• SERVICE EXPECTATIONS
• FULFILLMENT
• OFFLINE MARKETING

33. Advertising people who ignore research
are as dangerous as generals who ignore
decodes of enemy signals.
David Ogilvy
Founder of Ogilvy and Mather

34. CUSTOMER CENTERED CAMPAIGNS
34
Your customer’s…
Culture
Linguistics
Messaging
Behaviours
Right time,
place, device
Intent
Motivations
Options
Competitors
Alternatives
Interests
Products
Social activity
Sphere of
relevance
Minimising wastage
Immediately
Ongoing
Local knowledge & insight

35. John Sellwood
Head of New Business
+44 (0)1273 936094
johnsellwood@obanmultilingual.com
www.obanmultilingual.com
@obansearch