Multi-Lingual SEO and Social Media Marketing


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Organizations that want to communicate information and/or sell products and services in both French and English grapple with multi-lingual strategies. Canada has two official languages, positioning many Canadian search marketers as experts at rolling out successful global search and social media marketing programs. In this session you’ll learn proven multi-lingual search and social media strategies, pitfalls to avoid and practices to embrace.

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  • Multi-Lingual SEO and Social Media Marketing

    1. 1. Multi-lingual Search & Social SMX TORONTO 2011
    2. 2. AGENDA <ul><li>Location: Canada Services: SEO + Social Media </li></ul><ul><li>Location: Canada Services: SEO + PPC + Social Media </li></ul><ul><li>Location: Worldwide Services: SEO </li></ul>NVI BUSINESS CASES
    3. 3. BUSINESS CASE <ul><li>SEO & SOCIAL MEDIA </li></ul><ul><li>SITUATION IN 2008 </li></ul><ul><li>The client needed to get its newly acquired site off the ground in order to push more online products to their 100 000 online advertisers. Without the marketing dollars of its competitor, it needed to generate a decent amount of sustainable traffic to potentially compete at a decent level online with NVI decided to create an all-out SEO program, also working closely with Canpages’ agile web development team. We worked with Canpages towards unleashing their 10M+ listings to all Canadians by ensuring that major search engines could crawl the website perfectly and also understand its semantics. </li></ul><ul><li>ACTIONS UNDERTAKEN </li></ul><ul><li>> Bilingual keyword research & SEO tree > Several successive SEO reviews for both languages > Development of a English-only blog to tackle Social News Sites (Digg / Reddit / StumbleUpon) > Ongoing bilingual traditional linkbuilding on most important niches > Ongoing social news optimization (english only) of the creative content published on the blog </li></ul>
    4. 4. BUSINESS CASE <ul><li>SEO & SOCIAL MEDIA </li></ul><ul><li>> Traffic increased from 30,000 to 3,000,000 per month in unique organic visitors (from 2008 to 2009). </li></ul><ul><li>> Stats in the business directories industry: In 2008 Canpages’ traffic represented 1% of YellowPages’ online French & English directories’ unique traffic. By 2009 , that percentage had grown to 46%. </li></ul><ul><li>> Achieved major indexation of ( millions of merchant pages were indexed through the onsite SEO process compared to a few hundred prior to NVI’s involvement). > Achieved dozen of front pages of Social news sites , bringing thousands of fresh links to the site, including a mention in Wall Street Journal </li></ul>
    5. 5. BUSINESS CASE <ul><li>SEO, PPC & SOCIAL MEDIA </li></ul>SITUATION Club Med Canada objective was two-fold: on one hand, the company wished to better leverage its SEO & PPC initiatives in order to get better organic rankings on short and long tail keywords, and, on the other hand, it wanted dive in Social Media and create an online community for the targeted audience, families. Club Med is a very strong brand in Quebec but relatively weak in English Canada. NVI designed a social media for SEO strategy revolving mainly around a blog and a widget. The widget is an interactive tool designed to allow other blogs and sites to show the content of the Club Med blog to their readers. NVI carefully identified relevant blogs and sites, and offered them to install the widget. A contest, in which each site installing the widget could get a chance to win a Club Med trip, was organized. ACTIONS UNDERTAKEN > Bilingual keyword research & SEO tree > SEO reviews for both languages > Development of a French-only blog + widget to tackle French social communities + facebook page > Ongoing PPC (Google / Bing) for acquisition > Ongoing social PPC (Facebook) to support the blog content, facebook page & contests > Ongoing bilingual traditional linkbuilding on most important niches > Ongoing social promotion of the widget
    6. 6. BUSINESS CASE <ul><li>SEO, PPC & SOCIAL MEDIA </li></ul><ul><li>RESULTS > Online Sales were up 73% year on year despite using the same online marketing budget / dollars </li></ul><ul><li>> Over 50 French bloggers have installed the widget </li></ul><ul><li>> A few million impressions of the widget </li></ul><ul><li>> 37% increase in organic traffic year on year </li></ul><ul><li>> Roughly + 5000 new facebook likes / fans </li></ul><ul><li>> 65% increase in the traffic sent to the blog, mainly from other websites and organic traffic </li></ul>
    7. 7. <ul><li>BUSINESS CASE </li></ul>SEO, PPC & SOCIAL MEDIA
    8. 8. BUSINESS CASE <ul><li>SEO </li></ul>SITUATION The Aldo Group has a worldwide distribution service divided in 3 majors areas but only offers 1 central destination for all purchases: . Depending on the language & country selected, different inventories will be displayed (based on the availability in the 3 distribution zones). The challenge was that many people ended up in the wrong site and were not able to complete their order, leading to thousands of customers calling to figure out what happened. ACTIONS UNDERTAKEN > Full SEO review to address language & country issues, as well as many iterations of duplicate content > Full support with the 3 rd party provider to implement technical changes > Exhaustive bilingual keyword research to map the entire website with unique title tags / meta desc > Full QA before going live to ensure the implementation was flawless (with 301 redirections)
    9. 9. BUSINESS CASE <ul><li>SEO </li></ul><ul><li>RESULTS > Lowered Aldo customer service costs, especially regarding misplaced orders </li></ul><ul><li>> Obtained a 3rd place for the keyword « shoes » on US & International within a few weeks (it was not ranking in the top30 before) with no linkbuilding involved </li></ul><ul><li>> Ensure a flawless relaunch with: - URL rewriting - IP geolocalization - Browser language detection </li></ul>
    10. 10. MERCI / THANK YOU! <ul><li>> NVI SITE NVISOLUTIONS.COM </li></ul><ul><li>> NVI BLOG (EN) NVISOLUTIONS.COM/BLOG </li></ul><ul><li>> NVI BLOG (FR) GO-REFERENCEMENT.ORG </li></ul><ul><li>Email = </li></ul><ul><li>Twitter @NVI </li></ul><ul><li>Facebook/NVI </li></ul>