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Global Search Campaigns by Motoko Hunt at SEMPO India Tour


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Global Search Campaigns by Motoko Hunt at SEMPO India Tour. Multilingual SEO is still not fully understood by most of the practitioners.

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Global Search Campaigns by Motoko Hunt at SEMPO India Tour

  1. 1. Global SEO/SEM Campaigns SEMPO Asia Tour, Search Seminar Mumbai, India - June 15, 2009 Motoko Hunt ©2009 AJPR LLC
  2. 2. Business Opportunities ©2009 AJPR LLC Going Global = More Business Opportunities
  3. 3. Opportunities - Regins ©2009 AJPR LLC
  4. 4. Opportunities - Languages ©2009 AJPR LLC
  5. 5. Opportunities - Countries ©2009 AJPR LLC
  6. 6. Why Go Global? <ul><li>Demand is already coming to you </li></ul><ul><ul><li>Log file analysis </li></ul></ul><ul><ul><li>Sales and leads </li></ul></ul><ul><li>Language and communication ability </li></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>Infrastructure (channel partners) </li></ul></ul><ul><li>Internet usage and E-commerce </li></ul><ul><ul><li>Market place interests and product categories </li></ul></ul>©2009 AJPR LLC
  7. 7. Objectives and Goals <ul><li>Determine the Business Objectives for Global Websites and Global PPC Campaigns </li></ul><ul><ul><li>Target audience </li></ul></ul><ul><ul><li>How to measure the success </li></ul></ul><ul><ul><li>Size and budget of campaigns </li></ul></ul><ul><ul><li>In-house, Out-sourced, or Hybrid </li></ul></ul><ul><ul><li>Create a Project Road Map </li></ul></ul><ul><ul><li>Research target markets and be prepared </li></ul></ul>©2009 AJPR LLC
  8. 8. There are some challenges… <ul><li>Different market means different: </li></ul><ul><ul><li>Rules </li></ul></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>Culture </li></ul></ul><ul><ul><li>Behavioral Patterns </li></ul></ul>©2009 AJPR LLC
  9. 9. Target Engines <ul><li>Google – 62.4% </li></ul><ul><li>Yahoo – 12.8% </li></ul><ul><li>Baidu – 5.2% </li></ul><ul><li>MSN(bing) – 2.9% </li></ul><ul><li>Naver – 2.6% </li></ul>©2009 AJPR LLC
  10. 10. Keywords <ul><li>Keyword Research in each market </li></ul><ul><ul><li>“ America (USA)” </li></ul></ul><ul><ul><ul><li>アメリカ : 110,000 </li></ul></ul></ul><ul><ul><ul><li>アメリカ合衆国 : 14,800 </li></ul></ul></ul><ul><ul><ul><li>米国 : 4,400 </li></ul></ul></ul><ul><ul><ul><li>合衆国 : 720 </li></ul></ul></ul><ul><ul><li>“ Baby carrier” </li></ul></ul><ul><ul><ul><li>ベビーキャリア :1,600 </li></ul></ul></ul><ul><ul><ul><li>抱っこ紐 :12,100 </li></ul></ul></ul><ul><ul><ul><li>抱っこひも: 6,600 </li></ul></ul></ul><ul><ul><ul><li>だっこひも: 2,900 </li></ul></ul></ul><ul><ul><ul><li>だっこ紐: 1,300 </li></ul></ul></ul>©2009 AJPR LLC
  11. 11. Keyword planning in each language <ul><li>Don’t just translate the English words </li></ul><ul><li>Add all of the variations to expand keywords </li></ul><ul><li>20% of keywords in campaign are not popular or wrong translations </li></ul>Spanish Italian German French Keyword Searches Keyword Searches Keyword Searches Keyword Searches ordenador 115,826 computer 557,015 notebooks 1,536,826 ordinateur portable 1,201,928 portatil 66,609 notebook 107,758 computer 1,205,954 ordinateur 728,504 ordenador portatil 40,026 pc 87,493 laptop 232,756 portable 254,664 computadora 20,419 portatile notebook 54,516 pc 194,804 pc 127,644 venta de ordenador 17,224 computer portatile 33,212 pc system 39,778 pc portable 59,568 oferta portatil 11,179 pc portatile 24,381 pcs notebooks 35,066 achat pc 18,252 oferta ordenador 9,790 personal computer 14,658 computer hardware 14,952 achat ordinateur 16,836 juego de ordenador 6,969 negozi computer 10,829 computer notebook 14,805 laptop 10,260 oferta ordenador portatil 6,720 notebook offerta 6,528 pc komplettsystem 13,146 vente ordinateur 9,440 notebook 3,609 vendita notebook 4,274 pc hardware 10,458 ordinateur de bureau 9,148
  12. 12. Ad Creative <ul><li>Write effective ads for each market </li></ul><ul><li>Double byte characters = A half the space </li></ul><ul><li>Check competitors’ ads </li></ul><ul><li>Use dynamic insertion cautiously </li></ul>©2009 AJPR LLC
  13. 13. Keyword Glossary <ul><li>Organize your keywords by: </li></ul><ul><ul><li>Languages </li></ul></ul><ul><ul><li>Locations </li></ul></ul><ul><ul><li>Target audiences </li></ul></ul><ul><ul><li>Purchase cycle </li></ul></ul><ul><ul><li>Importance </li></ul></ul><ul><li>Brand name </li></ul><ul><li>Product name </li></ul><ul><li>Model numbers, etc. </li></ul>©2009 AJPR LLC Set up separate account with different target language/location for each market to avoid bidding against yourself
  14. 14. Global PPC Management Tools <ul><li>Search engines have best global bid tools </li></ul><ul><li>Few tools work with double-byte keywords </li></ul><ul><ul><li>Kenshoo & Make Me Top </li></ul></ul><ul><li>Few tools roll up all global campaigns </li></ul><ul><li>Few tools work with local search API’s </li></ul><ul><li>Deploy tracking tags on international sites </li></ul><ul><ul><li>Many analytics tools can’t display double-byte </li></ul></ul><ul><ul><li>Resources are scarce in many markets </li></ul></ul>
  15. 15. Creating Account <ul><li>Target by language </li></ul><ul><li>Target by location </li></ul><ul><li>Set campaign time zone </li></ul>©2009 AJPR LLC Lower cost per click Higher click through rate Higher quality score
  16. 16. Localization <ul><li>Languages: </li></ul><ul><ul><li>Different spellings </li></ul></ul><ul><ul><ul><li>“ localise” or “localize” </li></ul></ul></ul><ul><ul><li>Different meanings </li></ul></ul><ul><ul><ul><li>“ football” or “soccer </li></ul></ul></ul><ul><li>Currencies </li></ul><ul><li>Metrics </li></ul><ul><li>Address </li></ul><ul><li>Edit content for </li></ul><ul><li>target market </li></ul>©2009 AJPR LLC
  17. 17. Web Content <ul><li>Optimize localized pages for local target keywords </li></ul><ul><ul><li>Only the body text is translated </li></ul></ul><ul><ul><li>Title, Meta tags, Character set, Alt tags, etc. not localized </li></ul></ul><ul><ul><li>Different tone of the voice & message </li></ul></ul>©2009 AJPR LLC
  18. 18. Technical Challenges <ul><li>CMS settings </li></ul><ul><li>Geo targeting, ccTLDs </li></ul><ul><ul><li>Index problem </li></ul></ul><ul><ul><li>Duplicate content </li></ul></ul><ul><li>Different target engines </li></ul><ul><li>Languages / localization </li></ul><ul><ul><li>Right to Left </li></ul></ul><ul><ul><li>Double byte character set </li></ul></ul><ul><li>Tools (multi-lingual) </li></ul><ul><li>Domain, sub-domain </li></ul><ul><li>Hosting </li></ul><ul><li>Link building </li></ul>©2009 AJPR LLC
  19. 19. GEO Targeting for Google ©2009 AJPR LLC All web Pages in German language Pages in Germany “.de” Sitemap Country setting
  20. 20. On-going Challenges <ul><li>Ranking Reports </li></ul><ul><li>Campaign Maintenance </li></ul><ul><li>Foreign Customer Services </li></ul><ul><li>Legal / Contracts </li></ul>©2009 AJPR LLC How to stay “ Competitive” in foreign market
  21. 21. Regional Challenges <ul><li>Different outlet </li></ul><ul><ul><li>social media, blog, etc. </li></ul></ul><ul><li>Market trend </li></ul><ul><li>Different search behaviors </li></ul><ul><li>Different seasonal behaviors </li></ul><ul><ul><li>fiscal year </li></ul></ul><ul><ul><li>shopping, vacation seasons </li></ul></ul><ul><ul><li>difference in products to push </li></ul></ul><ul><li>Purchasing options </li></ul><ul><ul><li>credit card, COD, offline </li></ul></ul><ul><li>Content regulations </li></ul><ul><ul><li>gov regulations </li></ul></ul><ul><ul><li>trademark, etc. </li></ul></ul>©2009 AJPR LLC
  22. 22. Benefit of Website Globalization <ul><li>Standard site design and management </li></ul><ul><li>Linking strategy </li></ul><ul><li>Cost saving </li></ul><ul><li>Time efficiency </li></ul><ul><li>Manpower reduction </li></ul><ul><li>Standardizing brand image and business strategies </li></ul>©2009 AJPR LLC
  23. 23. Key Points <ul><li>Conduct keyword research in each target market </li></ul><ul><li>Write ads with messages that are appealing to the market </li></ul><ul><li>Research the target markets for regulations, trends, statistics, popular engines and social outlets </li></ul><ul><li>Take advices from local experts and local offices, and make necessary adjustments to your campaign strategies for each market </li></ul>©2009 AJPR LLC
  24. 24. THANK YOU! <ul><li>Motoko Hunt </li></ul><ul><li>Chairman, SEMPO Asia [email_address] </li></ul><ul><li>Founder, Japanese Search Marketing Strategist </li></ul><ul><li>AJPR LLC </li></ul><ul><li> / [email_address] </li></ul><ul><li>@motokohunt </li></ul>©2009 AJPR LLC “ Yes, it’s really me and an angel fish.”