Global Search Marketing


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PubCon Dalls 2010 presentation on Global Search Marketing Best practices and challenges.

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  • IBM Confidential
  • Global Search Marketing

    1. 1. Global Search Marketing Presented by: Bill Hunt
    2. 2. International Opportunity <ul><li>85% of Small Medium Businesses in US and Europe indicated search engines offer them the best mode for market expansion </li></ul><ul><li>65% of Fortune 100 generate more than 50% of their revenue outside the US </li></ul><ul><li>15% of ecommece sites generate more than 25% outside US </li></ul><ul><li>60% of all Google queries were in a language other than English </li></ul><ul><li>US Commerce department helping businesses leverage Internet for global success </li></ul>
    3. 3. Global Search Challenges <ul><ul><li>Search breaks down traditional geographic barriers leading to potential customer frustration due to language, navigation or ecommerce issues </li></ul></ul><ul><ul><li>Content owners compete for keywords, linguistic relevance, and cost increases to generate content </li></ul></ul><ul><ul><li>Complex infrastructures block spiders and hinder local market success </li></ul></ul><ul><ul><li>Integrating search best practices uniformly and deeply into the organization </li></ul></ul>
    4. 4. Team Linguistic Infrastructure Leverage Force Multipliers <ul><li>Deploy a Search Center of Excellence </li></ul><ul><li>Integrate search into the marketing workflow </li></ul><ul><li>Maximize templates and global distribution </li></ul><ul><li>Always think about spider implications </li></ul><ul><li>Integrate Search Into the Localization Workflow </li></ul><ul><li>Ensure optimal keywords are selected </li></ul>
    5. 5. Infrastructure Issues
    6. 6. Barriers to getting global sites indexed <ul><li>Popups can’t be indexed </li></ul><ul><li>Pull-down country maps can’t be crawled </li></ul><ul><li>Restrictive JavaScript for language detection </li></ul><ul><li>Restrictive Robots.txt and meta robots </li></ul>
    7. 7. Optimize Templates for Global Success Etc. Page Title and Meta Data recommendations Fully indexable navigation? Ensure all parts of the page are indexable Correct use of Header tags Can search engine’s follow all of the links? Enhancement of cross-links to distribute link equity
    8. 8. Global SEO for IBM Software Online Catalog 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 <ul><li>Goals: </li></ul><ul><li>Be the “go to source” on the web for all IBM software </li></ul><ul><li>Rank well without significant local interaction and optimization </li></ul><ul><li>Drive incremental traffic and conversions from brand and generic terms </li></ul>Countries who can order Countries with catalogs only Countries not enabled <ul><li>Languages </li></ul><ul><li>Brazilian Portuguese </li></ul><ul><li>Chinese Simplified </li></ul><ul><li>Croatian </li></ul><ul><li>Czech </li></ul><ul><li>Dutch </li></ul><ul><li>English </li></ul><ul><li>Finnish </li></ul><ul><li>French </li></ul><ul><li>French Canadian </li></ul><ul><li>German </li></ul><ul><li>Hungarian </li></ul><ul><li>Italian </li></ul><ul><li>Korean </li></ul><ul><li>Norwegian </li></ul><ul><li>Polish </li></ul><ul><li>Russian </li></ul><ul><li>Slovakian </li></ul><ul><li>Spanish </li></ul><ul><li>Swedish </li></ul><ul><li>Turkish </li></ul><ul><li>Japanese </li></ul><ul><li>Traditional Chinese </li></ul><ul><li>Danish </li></ul>
    9. 9. Optimizing the Catalog <ul><li>Results: </li></ul><ul><li>82% of Tier 1 phrases in all markets ranking on first page </li></ul><ul><li>Exponential increase in sales immediately after indexing </li></ul><ul><ul><li>Opened the catalogs to spiders by removing robots blocks and language/location detection scripts </li></ul></ul><ul><ul><li>Altered templates to insert geo-specific keywords into titles, headings, and spiderable text </li></ul></ul><ul><ul><li>Reduced redirects and simplified URL structures (of 8 CMS systems) to increase performance of pages as well as spiderability </li></ul></ul><ul><ul><li>Created country-specific XML site maps to push inclusion </li></ul></ul>
    10. 10. Location and Language Detection <ul><li>Search Engine Country Detection Methods </li></ul><ul><ul><li>Top Level Domain, IP of server/host, detected language </li></ul></ul><ul><li>Language Detection </li></ul><ul><ul><li>Most engines an detect top 30 languages automatically </li></ul></ul><ul><ul><li>93% of European searchers restrict to “language” </li></ul></ul><ul><li>Engines using Searcher IP detection to present local relevant content </li></ul>
    11. 11. Google Geographical Targets
    12. 12. Maximize WW Link Architecture <ul><li>Leverage enormous power of WW Sites to build link equity </li></ul><ul><li>Leverage Partners and Distributed content to increase link equity </li></ul>Helps define the global server strategy as well
    13. 13. Linguistic Issues
    14. 14. Mistakes With “Word for Word” Translation Not translated 「ホテル名」 「 US$40 以下」 「 US$200 以上」 「 US$ xx以上、 US$ xx以下」 「 111 件中 1 番目から 20 番目のホテル」 This should be on the right side of the currency box. ??? Wrong character 「ホテル名」 「全てのホテルを表示する」
    15. 15. Blended L10N & Optimization Process Scope Primary Tasks Keyword Optimization Identify, analyze and refine optimal keywords <ul><li>Critical Keyword List </li></ul><ul><li>External Demand </li></ul><ul><li>On-site Search </li></ul><ul><li>Current Position </li></ul><ul><li>Content Availability & User query centric </li></ul>Localization Step Algorithm Compliance Use SEO best practices to ensure translated content is optimal for scoring <ul><li>Keyword Occurrence </li></ul><ul><li>Keyword Density </li></ul><ul><li>Keyword Prominence </li></ul><ul><li>Descriptive Sentence </li></ul>Content Translation Page Updates Ensuring the final page has all the key elements needed for ranking well. <ul><li>Ensure complete translation </li></ul><ul><li>Ensure proper language tags </li></ul><ul><li>Ensure optimal placement of keywords </li></ul>Page QA SEO Step Glossary Development
    16. 16. Keyword Management System <ul><li>Ensures focus on most important keywords </li></ul><ul><li>Monitor keyword level performance across countries </li></ul><ul><li>Monitor trends and opportunities </li></ul>
    17. 17. Key steps to a successful program <ul><li>Ensure translators and localizers understand search fundamentals </li></ul><ul><li>Integrate search attributes into the content development and localization workflow process </li></ul><ul><li>Take advice from local experts and local offices, and make necessary adjustments to your campaign strategies for each market </li></ul>
    18. 18. Thank You. Bill Hunt [email_address] Twitter: billhunt Blog: