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Using Search to Capture a Global Opportunity By Andy Atkins-Kruger

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From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: Speaking In Tongues: Mastering Multinational Search. PRESENTATION: Using Search to Capture a Global Opportunity - Given by Andy Atkins-Kruger, @andyatkinskruge - WebCertain, GroupCEO. #SMX #12A2

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Using Search to Capture a Global Opportunity By Andy Atkins-Kruger

  1. 1. #SMX #XXA @andyatkinskruge Using Search To Capture A Global Opportunity SPEAKING IN TONGUES
  2. 2. #SMX #XXA @andyatkinskruge Use Impact Visuals Above, Move Presentation Title As Needed d BRIT MARRIED TO AUSTRIAN LIVING IN SITGES CATALONIA SPAIN
  3. 3. #SMX #XXA @andyatkinskruge Use Impact Visuals Above, Move Presentation Title As Needed d ENGLISH, GERMAN, FRENCH, SPANISH, CATALAN, ITALIAN, RUSSIAN & DUTCH
  4. 4. 30 Years of International Marketing English, French, German, Spanish, Dutch, Russian, Italian INTERNATIONAL DIGITAL MARKETING CONSULTANT SINCE 1997 Founded Webcertain.com in 1997 andy@webcertain .com
  5. 5. #SMX #XXA @andyatkinskruge - Brief Stats - What is Culture? - Obvious Cultural Pitfalls - Geotargeting Strategy - Website CMS andTranslationTechnologies - Hosting and Speed Issues Internationally Agenda
  6. 6. Are you sure this is what they meant by “good marketers always know where their customers are?”
  7. 7. #SMX #XXA @andyatkinskruge GOOGLE’S FRONTIER
  8. 8. #SMX #XXA @andyatkinskruge
  9. 9. #SMX #XXA @andyatkinskruge
  10. 10. #SMX #XXA @andyatkinskruge
  11. 11. #SMX #XXA @andyatkinskruge
  12. 12. #SMX #XXA @andyatkinskruge WEBSITE DANGER ZONES
  13. 13. #SMX #XXA @andyatkinskruge IRRELEVANT TRANSLATION FORMS PAYMENT METHODSFACES Medicare DEVICE Source: thepaypers.com
  14. 14. #SMX #XXA @andyatkinskruge OBVIOUS PITFALLS TO AVOIDSTRATEGY - HOW TO CHOICES
  15. 15. #SMX #XXA @andyatkinskruge Different Countries - Different Strategies TITLE SLIDE ALTERNATIVE LAYOUT

  16. 16. #SMX #XXA @andyatkinskruge SEND IN THE PPC TANKS
  17. 17. #SMX #XXA @andyatkinskruge FOLLOW-UP WITH ORGANIC BOOTS ON THE GROUND
  18. 18. #SMX #XXA @andyatkinskruge FOLLOW-UP WITH ORGANIC BOOTS ON THE GROUND LINKS? FIX THE LEAKS! 404S REDIRECT LOOPS SLOW PAGES
  19. 19. #SMX #XXA @andyatkinskruge FOLLOW-UP WITH ORGANIC BOOTS ON THE GROUND FOCUS ON FEWER NEW MARKETS
  20. 20. #SMX #XXA @andyatkinskruge INTER-KEYWORD RELATIONSHIPS 100% 100%100% EN DE FR CN % SIMILARITY IN MEANING
  21. 21. #SMX #XXA @andyatkinskruge INTER-KEYWORD RELATIONSHIPS 100% 100% EN DE FR CN 60% 40% 20% 40% 20% % SIMILARITY IN MEANING
  22. 22. #SMX #XXA @andyatkinskruge INTER-KEYWORD RELATIONSHIPS 100% 100%100% EN DE FR CN Translation
  23. 23. #SMX #XXA @andyatkinskruge INTER-KEYWORD RELATIONSHIPS 100% 100% EN DE FR CN 60% 40% 20% 40% 20% % SIMILARITY IN MEANING Translation
  24. 24. #SMX #XXA @andyatkinskruge NEVER EVER EVER, EVER TRANSLATE KEYWORDS
  25. 25. Russian consumers still like cash 59 49 20 27 58 49 32 23 12 Bank card Web money Cash on delivery Bank transfer SMS payments0 2009 2012
  26. 26. #SMX #XXA @SpeakerName DON’T WASTE THE WATER - IT COSTS TRANSLATION?
  27. 27. #SMX #XXA @andyatkinskruge Translation Workflows Matter a Great Deal!
  28. 28. #SMX #XXA @andyatkinskruge
  29. 29. Social Media Collection My Website.fr Corporate - Translated Corporate – Translation Updates Local Team Fresh Marketing Content Local User Generated Content (Reviews) Machine Translated Content SEO Content SEO Content UpdatesInfographics
  30. 30. #SMX #XXA @andyatkinskruge Lives In Porto
  31. 31. #SMX #XXA @andyatkinskruge He’s runs a small expanding hotel and needs some new furniture!
  32. 32. #SMX #XXA @andyatkinskruge Luis searches for “moveis para hotel”
  33. 33. #SMX #XXA @andyatkinskruge Luis searches for “moveis para hotel”
  34. 34. #SMX #XXA @andyatkinskruge Luis clicks the first result!
  35. 35. #SMX #XXA @andyatkinskruge Luis clicks the first result! Prices in Brazilian Reals!
  36. 36. #SMX #XXA @andyatkinskruge Luis clicks the first result! Prices in Brazilian Reals! Free Delivery And Installation
  37. 37. #SMX #XXA @andyatkinskruge Luis clicks the first result! Prices in Brazilian Reals! Free Delivery And Installation
  38. 38. #SMX #XXA @andyatkinskruge Luis clicks the first result! Prices in Brazilian Reals! Free Delivery And Installation To São Paulo
  39. 39. #SMX #XXA @andyatkinskruge Luis clicks the first result! But What’s Wrong With This Screenshot? Back to 2013!
  40. 40. #SMX #XXA @andyatkinskruge
  41. 41. #SMX #XXA @andyatkinskruge
  42. 42. #SMX #XXA @andyatkinskruge 1. Local Domains or ccTLDs 2. Search Console - Webmaster Tool Settings 3. Hreflang Tags 4. Canonicals 5. Language 6. Currency 7. Address Formats 8. Relevant Content 9. Server Location 10. Inbound Links
  43. 43. #SMX #XXA @andyatkinskruge Webcertain’s Geo-Targeting Matrix World Languages Single Language Regions Czech Republic National Languages Duplicated! Machine Translated! Fresh Content Multi - Language Regions Korea China Russia Just At Home Everywhere Canon- icals Hreflang Sitemap Local Domain Local Domain Dot Com/Generic Local Domain Dot Com/Generic Local Domain Dot Com/Generic Local Domain Dot Com/Generic Local Domain Dot Com/Generic Local Domain Dot Com/Generic Webmaster Tools Webmaster Tools Webmaster Tools Webmaster Tools Webmaster Tools Webmaster Tools Webmaster Tools Hreflang Sitemap Canon- icals Local Links & Shares Currency Address Details
  44. 44. 44 Hreflang Mark-Up
  45. 45. #SMX #XXA @andyatkinskruge 1. Someone else 2. Someone else 3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 1 18. Someone else 19. Someone else 20. Someone else COUNTRY 3 1. Someone else 2. Someone else 3. MY RANKING 2 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else 1. Someone else 2. Someone else 3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. MY RANKING 4 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else 1. Someone else 2. Someone else 3. Someone else 4. MY RANKING 1 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else COUNTRY 4COUNTRY 2COUNTRY 1
  46. 46. #SMX #XXA @andyatkinskruge 1. Someone else 2. Someone else 3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 1 18. Someone else 19. Someone else 20. Someone else COUNTRY 3 1. Someone else 2. Someone else 3. MY RANKING 2 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else 1. Someone else 2. Someone else 3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. MY RANKING 4 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else 1. Someone else 2. Someone else 3. Someone else 4. MY RANKING 1 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else COUNTRY 4COUNTRY 2COUNTRY 1
  47. 47. #SMX #XXA @andyatkinskruge 1. Someone else 2. Someone else 3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 1 18. Someone else 19. Someone else 20. Someone else COUNTRY 3 1. Someone else 2. Someone else 3. MY RANKING 2 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else 1. Someone else 2. Someone else 3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. MY RANKING 4 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else 1. Someone else 2. Someone else 3. Someone else 4. MY RANKING 1 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else COUNTRY 4COUNTRY 2COUNTRY 1
  48. 48. #SMX #XXA @andyatkinskruge 1. Someone else 2. Someone else 3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 1 18. Someone else 19. Someone else 20. Someone else COUNTRY 3 1. Someone else 2. Someone else 3. MY RANKING 2 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else 1. Someone else 2. Someone else 3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. MY RANKING 4 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else 1. Someone else 2. Someone else 3. Someone else 4. MY RANKING 1 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else COUNTRY 4COUNTRY 2COUNTRY 1 Assuming all other factors are equal - which they never are!
  49. 49. #SMX #XXA @andyatkinskruge 1. Someone else 2. Someone else 3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 1 18. Someone else 19. Someone else 20. Someone else COUNTRY 3 1. Someone else 2. Someone else 3. MY RANKING 2 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else 1. Someone else 2. Someone else 3. Someone else 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. MY RANKING 4 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else 1. Someone else 2. Someone else 3. Someone else 4. MY RANKING 1 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else COUNTRY 4COUNTRY 2COUNTRY 1 1. Someone else 2. Someone else 3. MY RANKING 1 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. Someone else 16. Someone else 17. MY RANKING 1 18. Someone else 19. Someone else 20. Someone else 1. Someone else 2. Someone else 3. MY RANKING 4 4. Someone else 5. Someone else 6. Someone else 7. Someone else 8. Someone else 9. Someone else 10. Someone else 11. Someone else 12. Someone else 13. Someone else 14. Someone else 15. MY RANKING 4 16. Someone else 17. Someone else 18. Someone else 19. Someone else 20. Someone else BUT Hreflang is now doing this - which is NOT geotargeting! IT IS NOW IMPOSSIBLETO IGNORE HREFLANG
  50. 50. #SMX #XXA @andyatkinskruge Average Connection Speed
  51. 51. China Hosting Dilemma • Local hosting improves loading speed • But it requires ICP license which is complicated • CDN is not stable compared to local hosting • Hosting in Hong Kong won’t offer the same speed LOCAL HOSTING
  52. 52. #SMX #XXA @andyatkinskruge Hreflang Says…Language Says… ccTLD Says… What if signals contradict?
  53. 53. #SMX #XXA @andyatkinskruge What if signals contradict?
  54. 54. #SMX #XXA @andyatkinskruge What if signals contradict? ALSO FROM 2013!
  55. 55. #SMX #XXA @andyatkinskruge What if signals contradict?
  56. 56. #SMX #XXA @andyatkinskruge What if signals contradict? ALSO FROM 2013!
  57. 57. #SMX #XXA @andyatkinskruge sweden.se today!
  58. 58. #SMX #XXA @andyatkinskruge sweden.se today! 1. More Mobile Friendly 2. No Hreflang 3. Now Only English, Arabic, Russian & Chinese
  59. 59. #SMX #XXA @andyatkinskruge sweden.se today! 1. More Mobile Friendly 2. No Hreflang 3. Now Only English, Arabic, Russian & Chinese MoveTo Local Domains
  60. 60. #SMX #XXA @andyatkinskruge sweden.se today!
  61. 61. #SMX #XXA @andyatkinskruge sweden.se today! RANKING GONE!
  62. 62. #SMX #XXA @andyatkinskruge Impact of crawling & indexing Date URL A URL B URL C URL D T+0 crawl T+1 crawl crawl T+2 crawl crawl T+3 crawl crawl T+4 crawl T+5 crawl crawl crawl crawl Crawling happens at different speeds
  63. 63. #SMX #XXA @andyatkinskruge Impact of crawling & indexing Date URL A URL B URL C URL D T+0 crawl T+1 crawl crawl T+2 crawl crawl T+3 crawl crawl T+4 crawl T+5 crawl crawl crawl crawl Crawling happens at different speeds
  64. 64. #SMX #XXA @andyatkinskruge Date URL A URL B URL C URL D Status // change new hreflangs new hreflangs new hreflangs new hreflangs (no hreflang) T+0 crawl 3 errors T+1 crawl crawl 2 errors T+2 crawl crawl 1 error T+3 crawl crawl 1 error T+4 crawl crawl 1 error T+5 crawl crawl crawl ok!
  65. 65. 65 ccTLDs
  66. 66. #SMX #XXA @andyatkinskruge Search Console / Webmaster Tools Geo Settings
  67. 67. #SMX #XXA @andyatkinskruge 1. Use as many of the core signals as you can afford! The rules of geotargeting!
  68. 68. #SMX #XXA @andyatkinskruge 1. Use as many of the core signals as you can afford! 2. Implement them accurately! The rules of geotargeting!
  69. 69. #SMX #XXA @andyatkinskruge 1. Use as many of the core signals as you can afford! 2. Implement them accurately! 3. Maintain them continuously! The rules of geotargeting!
  70. 70. #SMX #XXA @andyatkinskruge LEARN MORE: UPCOMING @SMX EVENTS THANK YOU! 
 SEE YOU AT THE NEXT #SMX

  71. 71. 30 Years of International Marketing English, French, German, Spanish, Dutch, Russian, Italian INTERNATIONAL DIGITAL MARKETING CONSULTANT SINCE 1997 Founded Webcertain.com in 1997 andy@webcertain .com

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