WE ARE THE FACE OF GLOBAL SEARCH!
RETAIL / BRAND EXPERIENCE
<ul><ul><li>Overview: </li></ul></ul><ul><ul><li>What is Multilingual SEO/SEM? </li></ul></ul><ul><ul><li>How does it diff...
What is International/Multilingual SEO? <ul><ul><ul><li>Keyphrases: Cultural variants </li></ul></ul></ul><ul><ul><ul><li>...
RUSSIA SEARCH SHARE
INTERNATIONAL SEARCH ENGINES
<ul><ul><li>How does it differ from standard SEO? </li></ul></ul><ul><ul><li>Linguistic – including accents, diacritics </...
MARKET NOT LANGUAGE!! Spanish keyword English Translation Competition Local search Volume - Spain tragamonedas online onli...
<ul><ul><li>How does it differ from translation? </li></ul></ul>
Considering search volumes – it would be better to use ‘Navigationssystem’: Translation versus Multilingual SEO   Keyword ...
Korean Search: Wimbledon
<ul><ul><li>ROI: MSEO/SEM V translation:  Case Study travel client </li></ul></ul><ul><ul><li>Translated sites for 1-2 yea...
<ul><ul><li>ROI: MSEO/SEM V translation: Case Study retail client </li></ul></ul><ul><ul><li>Translated PPC campaigns in m...
<ul><ul><li>What is multivariate testing? </li></ul></ul><ul><ul><li>Web design has been subjective </li></ul></ul><ul><ul...
<ul><ul><li>What is Cultural Multivariate Testing? </li></ul></ul><ul><ul><li>Globalmaxer is unique : Cultural Rules Datab...
<ul><li>Eye Tracking Study: Heatmaps </li></ul><ul><li>‘ Box Scanning’ v ‘Google’s Golden Triangle’ </li></ul>Source: Enqu...
<ul><li>Mio asked the Globalmaxer team to help increase their conversion rate on product pages in their European web store...
Results : Mio Navman   For the same variations in the localised sites each country responded dramatically differently perc...
<ul><li>12 combinations were tested based around 4 changed elements: </li></ul><ul><li>Product title size </li></ul><ul><l...
<ul><li>Poker Heaven wanted to test 2 bold homepage designs against the original </li></ul><ul><li>Testing three WHOLE pag...
<ul><ul><li>ROI from MSEO combined with CMVT: Mio Case Study  </li></ul></ul><ul><ul><li>Search (SEO and PPC) combined </l...
<ul><ul><li>Summary </li></ul></ul><ul><ul><li>KPI; Sales or lead acquisition or just traffic branding  </li></ul></ul><ul...
<ul><ul><li>KNOW YOUR TARGET AUDIENCE - KNOW THEIR BEHAVIOUR – FOLLOW IMPORTANT TRENDS  </li></ul></ul><ul><ul><li>OBAN TR...
<ul><ul><li>THANK  YOU FOR YOUR ATTENTION! </li></ul></ul><ul><ul><li>CAN WE HELP? PLEASE CONTACT US ANYTIME, VISIT US ON ...
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Website globalization oban

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Milengo - 3 Steps to Website Localization Success Webinar.

Oban Multilingual presents strategies for International SEO and cultural testing for optimizing global websites.

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Website globalization oban

  1. 1. WE ARE THE FACE OF GLOBAL SEARCH!
  2. 2. RETAIL / BRAND EXPERIENCE
  3. 3. <ul><ul><li>Overview: </li></ul></ul><ul><ul><li>What is Multilingual SEO/SEM? </li></ul></ul><ul><ul><li>How does it differ from standard SEO? </li></ul></ul><ul><ul><li>How does it differ from translation? </li></ul></ul><ul><ul><li>ROI: MSEO/SEM V translation </li></ul></ul><ul><ul><li>What is multivariate testing? </li></ul></ul><ul><ul><li>What is Cultural Multivariate Testing? </li></ul></ul><ul><ul><li>ROI from cultural MVT </li></ul></ul><ul><ul><li>ROI from MSEO combined with CMVT </li></ul></ul>
  4. 4. What is International/Multilingual SEO? <ul><ul><ul><li>Keyphrases: Cultural variants </li></ul></ul></ul><ul><ul><ul><li>International Search Engines </li></ul></ul></ul><ul><ul><ul><li>Global Content </li></ul></ul></ul><ul><ul><ul><li>Domain names/localisation </li></ul></ul></ul><ul><ul><ul><li>Global Social Media </li></ul></ul></ul><ul><ul><ul><li>Growth in penetration per country </li></ul></ul></ul>|
  5. 5. RUSSIA SEARCH SHARE
  6. 6. INTERNATIONAL SEARCH ENGINES
  7. 7. <ul><ul><li>How does it differ from standard SEO? </li></ul></ul><ul><ul><li>Linguistic – including accents, diacritics </li></ul></ul><ul><ul><li>Competition </li></ul></ul><ul><ul><li>Opportunities </li></ul></ul><ul><ul><li>Communication with Google et al </li></ul></ul>
  8. 8. MARKET NOT LANGUAGE!! Spanish keyword English Translation Competition Local search Volume - Spain tragamonedas online online slots machines 0.12 390 tragaperras online online slots machines 0 1000 maquinas tragamonedas slot machines 0.23 1000 maquinas tragaperras slot machines 0.3 1300 Argentinian keyword English Translation Competition Local search Volume - Argentina tragamonedas online online slots machines 0.02 5400 tragaperras online online slots machines 0 260
  9. 9. <ul><ul><li>How does it differ from translation? </li></ul></ul>
  10. 10. Considering search volumes – it would be better to use ‘Navigationssystem’: Translation versus Multilingual SEO Keyword English Translation Local Monthly Search Volume navigations hersteller navigation manufacturer -1 navigationshersteller navigation manufacturer -1 navigation hersteller navigation manufacturer 390 Keyword English Translation Local Monthly Search Volume navigationssysteme navigation systems 2240000 navigationssystem navigation system 1830000 auto navigationssystem car navigation system 60500
  11. 11. Korean Search: Wimbledon
  12. 12. <ul><ul><li>ROI: MSEO/SEM V translation: Case Study travel client </li></ul></ul><ul><ul><li>Translated sites for 1-2 years in European languages </li></ul></ul><ul><ul><li>Revenue after 6 months YOY increase : Double Revenue Post translation via Organic search (approximately 20k extra revenue per month per site) </li></ul></ul>
  13. 13. <ul><ul><li>ROI: MSEO/SEM V translation: Case Study retail client </li></ul></ul><ul><ul><li>Translated PPC campaigns in multiple languages </li></ul></ul><ul><ul><li>Revenue with translated campaigns running at a significant loss </li></ul></ul><ul><ul><li>Revenue after SEM localisation : CPA below £20 with landing page only, </li></ul></ul><ul><ul><li>Post full site localisation CPA was reduced to below £15 </li></ul></ul>
  14. 14. <ul><ul><li>What is multivariate testing? </li></ul></ul><ul><ul><li>Web design has been subjective </li></ul></ul><ul><ul><li>Some principles of usability but generally based on taste </li></ul></ul><ul><ul><li>A/B testing </li></ul></ul><ul><ul><li>Multivariate- testing multiple elements and how they combine in real time with real visitors </li></ul></ul><ul><ul><li>The science of web design and conversion </li></ul></ul>
  15. 15. <ul><ul><li>What is Cultural Multivariate Testing? </li></ul></ul><ul><ul><li>Globalmaxer is unique : Cultural Rules Database </li></ul></ul><ul><ul><li>Self managed or managed </li></ul></ul><ul><ul><li>Objective: To test/challenge companies with global web templates </li></ul></ul><ul><ul><li>Results always provide ROI </li></ul></ul><ul><ul><li>The Future ? Culturally adapted web sites who ‘perform’ optimally by market’ </li></ul></ul>
  16. 16. <ul><li>Eye Tracking Study: Heatmaps </li></ul><ul><li>‘ Box Scanning’ v ‘Google’s Golden Triangle’ </li></ul>Source: Enquiro Research
  17. 17. <ul><li>Mio asked the Globalmaxer team to help increase their conversion rate on product pages in their European web stores </li></ul><ul><li>We tested the same combinations across the UK, France, Germany, Italy and Spain to see if there were cultural differences </li></ul>Case Study: Mio/Navman
  18. 18. Results : Mio Navman For the same variations in the localised sites each country responded dramatically differently percentage conversion compared to the original   British French German Italian Spanish Larger Orange Title 112.5% 87.5% 133.3% 107.1% 83.3% Larger Title 87.5% 93.8% 122.2% 114.3% 125.0% Original           Larger Call To Action 260.0% 85.7% 100.0% 76.5% 127.3% Moved Layout 240.0% 114.3% 120.0% 100.0% 118.2% Larger Call To Action and Moved Layout 120.0% 128.6% 110.0% 70.6% 109.1%
  19. 19. <ul><li>12 combinations were tested based around 4 changed elements: </li></ul><ul><li>Product title size </li></ul><ul><li>Product title colour </li></ul><ul><li>Larger call to action button </li></ul><ul><li>Swapping the product image from left to right </li></ul><ul><li>Combinations of all of the above </li></ul><ul><li>The same campaign was carried out in all 5 territories to get a direct comparison </li></ul>Combination Set
  20. 20. <ul><li>Poker Heaven wanted to test 2 bold homepage designs against the original </li></ul><ul><li>Testing three WHOLE page designs against each other is called an AB/n Split Test </li></ul><ul><li>Poker designed two new pages one with a gold download button, blue background and “£1000 FREE” message </li></ul><ul><li>The third design featured a red/blackground, gold button bottom right and a “200% welcome bonus message ” </li></ul>Poker Heaven AB/n Experiment Original Homepage Combination 1 Combination 2
  21. 21. <ul><ul><li>ROI from MSEO combined with CMVT: Mio Case Study </li></ul></ul><ul><ul><li>Search (SEO and PPC) combined </li></ul></ul><ul><ul><li>Poor use of keywords </li></ul></ul><ul><ul><li>SEO translated </li></ul></ul><ul><ul><li>PPC undertaken by Yahoo </li></ul></ul><ul><ul><li>Templated website globally </li></ul></ul><ul><ul><li>Very few sales </li></ul></ul>
  22. 22. <ul><ul><li>Summary </li></ul></ul><ul><ul><li>KPI; Sales or lead acquisition or just traffic branding </li></ul></ul><ul><ul><li>Results driven industry </li></ul></ul><ul><ul><li>ROI will not come from translation alone </li></ul></ul><ul><ul><li>Each country needs its own strategy </li></ul></ul><ul><ul><li>The majority of the clients (90% plus) will not have an adequate Multilingual SEO/SEM campaign . </li></ul></ul>
  23. 23. <ul><ul><li>KNOW YOUR TARGET AUDIENCE - KNOW THEIR BEHAVIOUR – FOLLOW IMPORTANT TRENDS </li></ul></ul><ul><ul><li>OBAN TRENDSPOTTER </li></ul></ul>
  24. 24. <ul><ul><li>THANK YOU FOR YOUR ATTENTION! </li></ul></ul><ul><ul><li>CAN WE HELP? PLEASE CONTACT US ANYTIME, VISIT US ON WWW.OBANMULTILINGUAL.COM </li></ul></ul><ul><ul><li>FOLLOW US ON FACEBOOK OR TWITTER OR SIMPLY COME AND SEE US AT ONE OF OUR NEXT EVENTS </li></ul></ul>

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