"One-size-fits-all in SEO? Think again! 🤔 Just as culture and language nuances differentiate North from South France or regions within Switzerland, your SEO strategies should be tailor-made to resonate with specific audiences. Dive deep, explore, and understand local intricacies. Because in the world of SEO, geography isn’t just about location—it's about connection! Work closley with your PPC Team to test new pages on Google Ads first for example. But see the countries as separate projects.
Away from guidelines and SOPs for International SEO Strategies - towards more...Veronika Höller
When it comes to international SEO, many Companies rely on generic guidelines and standard operating procedures.
To keep an overview & of course the control! While these can be helpful for setting a foundation, they are often too simplistic and overlook critical cultural factors that can significantly impact the success of a campaign. The main limitations of guidelines and SOPs include:
One-size-fits-all approach
Lack of cultural context
Inability to adapt to unique market dynamics
Limited room for creativity and innovation
International Search & Social Marketing and Emerging Markets: What Merchants ...Miva
MivaCon 2International Search & Social Marketing and Emerging Markets: What Merchants Need to Know
Presented by Anne F. Kennedy, President of OUTLINES Venture Groupt
Same, same, but different - International Search Marketing Oban International
‘Same, same, but different – international search marketing’, looks at the many facets of how you can increase online visibility in international markets. It also shares some of the differences you need to embrace when it comes to localisation and provides insights on the existing methodologies required for international search success.
This presentation was one of the key speaker sessions at the International Trade Expo 2014.
Creating a World-class Translation StrategyJose Palomares
Presentation with Adam Busbin, the mastermind in charge of the multilingual features of Ingeniux CMS, during Ingeniux's 2017 User Conference. Ingeniux's new release (v10) is sexier and more language-ready than ever with the incorporation of asset management into the translation workflow. In this presentation, we review best practices on how to broaden your audience through localization and how Ingeniux is a forerunner in the race for best multilingual CMS support.
Away from guidelines and SOPs for International SEO Strategies - towards more...Veronika Höller
When it comes to international SEO, many Companies rely on generic guidelines and standard operating procedures.
To keep an overview & of course the control! While these can be helpful for setting a foundation, they are often too simplistic and overlook critical cultural factors that can significantly impact the success of a campaign. The main limitations of guidelines and SOPs include:
One-size-fits-all approach
Lack of cultural context
Inability to adapt to unique market dynamics
Limited room for creativity and innovation
International Search & Social Marketing and Emerging Markets: What Merchants ...Miva
MivaCon 2International Search & Social Marketing and Emerging Markets: What Merchants Need to Know
Presented by Anne F. Kennedy, President of OUTLINES Venture Groupt
Same, same, but different - International Search Marketing Oban International
‘Same, same, but different – international search marketing’, looks at the many facets of how you can increase online visibility in international markets. It also shares some of the differences you need to embrace when it comes to localisation and provides insights on the existing methodologies required for international search success.
This presentation was one of the key speaker sessions at the International Trade Expo 2014.
Creating a World-class Translation StrategyJose Palomares
Presentation with Adam Busbin, the mastermind in charge of the multilingual features of Ingeniux CMS, during Ingeniux's 2017 User Conference. Ingeniux's new release (v10) is sexier and more language-ready than ever with the incorporation of asset management into the translation workflow. In this presentation, we review best practices on how to broaden your audience through localization and how Ingeniux is a forerunner in the race for best multilingual CMS support.
If a business product or service matches the need of the global audience, then it has the potential to target online a worldwide audience and global SEO should be considered. It will open opportunities on an international scale and widen business. The first step of every SEO work and content strategy is to define the correct keywords.
Keyword Research for Global SEO
In Global SEO the corner stone and foundation of all work is an in-deep keyword research. Reaching out to international audience will only be effectively when doing a proper keyword research from scratch! And like in every keyword research, the first step is to define correctly who is the target audience while considering various variables which will affect the way the target audience search online.
How do you know if the words you are investing in are worth it?
How to write persuasively while also communicating the proposition of a product or service and furthering the perception of the brand’s identity is a unique challenge. Online advertisers in particular are faced with marketing channels that impose distinct rules on the length of copy, the use of particular terms and other regulations depending on the location in question. We have developed an approach we call 'Performance Linguistics' that finds the balance between marketing performance, comprehension to a native speaker and maintenance of brand guidelines.
Are you on track to address and market to the near future's trillion dollar spend of multi-cultural consumers?
Join us in this presentation to begin your international journey!
Margo schlossberg content marketing presentation translation and localization...Margo Schlossberg
content management - what does it take. An example based on a translation and localization agency proposal. A combination of industry specific and individual specific posts.
In the age of globalisation, trading in foreign markets has increased significantly. Entering a new market can present many business opportunities and growth but can also be overwhelming. The language barriers and cultural anomalies of trading internationally poses many risks for any company trading overseas and can lead to unexpected gains or losses.
The technical aspects of International SEO are crucial, but they are often given priority over the actual localization. Localization, in reality, can really make the difference. For example, do you know that in Italian special offer is "offerta speciale" but in Swiss-Italian it's "azione"? Making the mistake of not localizing by country but by language can lead to a disaster. Still, too many companies think it is ok to use Mexican Spanish to reach out to users in Spain, just as an example. These slides show you how important localization and culturability are for SEO when it comes to international expansion.
SEO for international multilingual projectsAni Lopez
How to face a multicountry, multilanguage SEO project, Some facts, cultural aspects to take into account, technical issues, content optimization in different languages, link building and web analytics for international web projects.
French is one of the prominent languages in the world.We the IIAFL are having very talented and experienced staff to teach you how to learn french in a better way.French is officially recognized as native of France,Canada.Besides about twenty nine other countries too have the language which was once ruled by France . Or Geographically present near France.Central Africa too comes under it.Old french:French is derived from Vulgar Latin . It was a Celtic lingual derivative also in northern France area prior to Julius Caeser when he annexed Rome. It has gradually built and changed over time with the Franks at helm and Normans also.Modern french:The French Language does not have connection from all it's derivatives.It is a duration which begins from 14th century AD to 17 th Century AD. It has ever stayed like that only with small changes and change in dialect.
International PPC campaigns - How to set up PPC campaigns for success Anna Milburn
Building a global PPC campaign can be a great way to reach a wider international audience.
This presentation uncovers key steps for setting global PPC campaigns for success and discusses the importance of treating your international markets as you would your home market.
The session also discusses what role localisation plays in building a global PPC campaign.
French is a part of the Indo-European language family and is a Romance language.
It is associated with other Romance languages such as Italian, Portuguese, and Spanish, with their common origins meaning they have lent from each other considerably in terms of conjugation, grammar, and vocabulary throughout their evolution.
Professional Translate English to French services .pptxstarkpie
On the surface, French and English appear to be the same languages. Indeed, they borrow and have corresponding histories from each other considerably. Translating between the two, though, can pose some major translation challenges.
The two languages, for instance, differ in several aspects of grammar. French allocates nouns' gender and uses its syntactic activities, while English contains many unintuitive syntax rules that can be difficult to navigate. Only a qualified French translator with a keen eye for linguistic detail can be relied on to overcome these language obstacles precisely.
Communication in Business Stiles & CharactersVeronika Höller
In today's dynamic business landscape, the power of clear and effective communication cannot be overstated. This slide deck is meticulously crafted to navigate you through the intricate world of Business Communication and Characters, offering a deep dive into the strategies that foster compelling interactions within and beyond your organization.
The deck begins by setting the stage with an introduction to the core principles of business communication. It highlights the importance of clarity, brevity, and the role of feedback in successful exchanges.
Delve into the diverse styles of communication and how to identify them. Learn to tailor your approach to different personalities and situations, ensuring that your message is not just heard, but understood and acted upon.
Explore the concept of 'Characters' within business communication - the personas we adopt and interact with. Understand how these characters can influence the tone, formality, and effectiveness of business discourse.
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I tell you how you can build a smart, international social media Strategy. Often marketers focus on the buying persona of their target customer, and forget about the searching persona. A really smart strategy will tackle both of these and use a range of different creatives and topics to generate interest and affinity with the brand and the product. Want proof? I show how this strategy delivered global success for a medical software business and provide examples of content and creatives that connect with the target audience on different levels. Work with SEO & PPC departments together to have the perfect digital Marketing Strategy.
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Similar to Away from guidelines and SOPs for International SEO Strategies - towards more individuality and culture.pptx
If a business product or service matches the need of the global audience, then it has the potential to target online a worldwide audience and global SEO should be considered. It will open opportunities on an international scale and widen business. The first step of every SEO work and content strategy is to define the correct keywords.
Keyword Research for Global SEO
In Global SEO the corner stone and foundation of all work is an in-deep keyword research. Reaching out to international audience will only be effectively when doing a proper keyword research from scratch! And like in every keyword research, the first step is to define correctly who is the target audience while considering various variables which will affect the way the target audience search online.
How do you know if the words you are investing in are worth it?
How to write persuasively while also communicating the proposition of a product or service and furthering the perception of the brand’s identity is a unique challenge. Online advertisers in particular are faced with marketing channels that impose distinct rules on the length of copy, the use of particular terms and other regulations depending on the location in question. We have developed an approach we call 'Performance Linguistics' that finds the balance between marketing performance, comprehension to a native speaker and maintenance of brand guidelines.
Are you on track to address and market to the near future's trillion dollar spend of multi-cultural consumers?
Join us in this presentation to begin your international journey!
Margo schlossberg content marketing presentation translation and localization...Margo Schlossberg
content management - what does it take. An example based on a translation and localization agency proposal. A combination of industry specific and individual specific posts.
In the age of globalisation, trading in foreign markets has increased significantly. Entering a new market can present many business opportunities and growth but can also be overwhelming. The language barriers and cultural anomalies of trading internationally poses many risks for any company trading overseas and can lead to unexpected gains or losses.
The technical aspects of International SEO are crucial, but they are often given priority over the actual localization. Localization, in reality, can really make the difference. For example, do you know that in Italian special offer is "offerta speciale" but in Swiss-Italian it's "azione"? Making the mistake of not localizing by country but by language can lead to a disaster. Still, too many companies think it is ok to use Mexican Spanish to reach out to users in Spain, just as an example. These slides show you how important localization and culturability are for SEO when it comes to international expansion.
SEO for international multilingual projectsAni Lopez
How to face a multicountry, multilanguage SEO project, Some facts, cultural aspects to take into account, technical issues, content optimization in different languages, link building and web analytics for international web projects.
French is one of the prominent languages in the world.We the IIAFL are having very talented and experienced staff to teach you how to learn french in a better way.French is officially recognized as native of France,Canada.Besides about twenty nine other countries too have the language which was once ruled by France . Or Geographically present near France.Central Africa too comes under it.Old french:French is derived from Vulgar Latin . It was a Celtic lingual derivative also in northern France area prior to Julius Caeser when he annexed Rome. It has gradually built and changed over time with the Franks at helm and Normans also.Modern french:The French Language does not have connection from all it's derivatives.It is a duration which begins from 14th century AD to 17 th Century AD. It has ever stayed like that only with small changes and change in dialect.
International PPC campaigns - How to set up PPC campaigns for success Anna Milburn
Building a global PPC campaign can be a great way to reach a wider international audience.
This presentation uncovers key steps for setting global PPC campaigns for success and discusses the importance of treating your international markets as you would your home market.
The session also discusses what role localisation plays in building a global PPC campaign.
French is a part of the Indo-European language family and is a Romance language.
It is associated with other Romance languages such as Italian, Portuguese, and Spanish, with their common origins meaning they have lent from each other considerably in terms of conjugation, grammar, and vocabulary throughout their evolution.
Professional Translate English to French services .pptxstarkpie
On the surface, French and English appear to be the same languages. Indeed, they borrow and have corresponding histories from each other considerably. Translating between the two, though, can pose some major translation challenges.
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SEO wird seit Jahren immer wieder tot gesagt, mir persönlich gehen alle Vorträge ziemlich auf den Keks die das behaupten - denn SEO wird niemals sterben und in Zeiten von mehr Privatsphäre und Ad freien Zonen, eher an Bedeutung gewinnen. In meiner Präsentation spreche ich darüber, wie wir uns den neuen Herausforderungen von AI gesteuerten Suchmaschinen stellen können. Wie spannend es ist ein SEO zu sein, welche Möglichkeiten wir mit den neuen Suchmaschinen haben und vieles, vieles mehr. Ich freue mich über Feedback.
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
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• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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Away from guidelines and SOPs for International SEO Strategies - towards more individuality and culture.pptx
1. Internal Use Only
Internal Use Only
Away from guidelines and SOPs for
International SEO Strategies - towards
more individuality and culture
2. Internal Use Only
Internal Use Only
International Companies
While these can be helpful
for setting a foundation, they
are often too simplistic and
overlook critical cultural
factors that can significantly
impact the success of a
campaign.
When it comes to
international SEO, many
Companies rely on generic
guidelines and standard
operating procedures.
To keep an overview & of
course the control!
The main limitations of
guidelines and SOPs include:
• One-size-fits-all approach
• Lack of cultural context
• Inability to adapt to unique
market dynamics
• Limited room for creativity
and innovation
3. Internal Use Only
Internal Use Only
Importance of Individuality and Culture
Better understand
your target audience
Adapt your strategy
to local market
dynamics
Build trust and
credibility with local
users
Create more
engaging and
relevant content
4. Internal Use Only
Internal Use Only
Strategies for a Culturally Sensitive Approach
Here are some strategies to help you develop a more individualised
and culturally sensitive international SEO approach:
Language and Localization:
• work closely with your international Colleges
• or work with native speakers or professional
translators
• Understand regional dialects and colloquialisms
• Use hreflang tags to guide search engines
5. Internal Use Only
Internal Use Only
Cultural Awareness and Sensitivity:
• Research local customs, beliefs, and values
• Understand local consumer behavior and
preferences
• Avoid cultural faux pas and stereotypes
6. Internal Use Only
Internal Use Only
Country-Specific Keyword Research:
• Conduct in-depth keyword research for each
target market
• Use local search engines and keyword research
tools
• Analyse competitors' keywords and strategies
8. Internal Use Only
Internal Use Only
Adapt Content and User Experience
• Create unique, locally relevant content
• Localise website design and user
experience
• Consider different browsing habits and
device usage
10. Internal Use Only
Internal Use Only
Dreamer
individual
Strategy for every
country
Critic
C-Suite
Realist
How do we make
this a reality?
Different perspectives
Plan calls with
the Manager
from each
country
transparent
communication
We go over
budget
Market
research
SEO Roadmap
Ressources
Time
plan milestones
monthly calls
conception
help with the
implementation
what resources
are available?
benefits
ownership
what
outcome is
expected?
15. Internal Use Only
Internal Use Only
Plan calls & listen
• Get to know each other only 15 min is enough
• Listen: What are the targets, important goals etc.
• Listen: Which are the importance local areas in the
country?
• Listen: What do they need? How is the knowledge?
• Resources
• Market research and check results with the country
teams
16. Internal Use Only
Internal Use Only
Cons
Pros
Direct
approach
We went
over budget
Better
organic
rankings
Time, resources
sometimes the
Pareto principle is
more 80/20
conversion strong
landing pages by
target group
After all, we have
best practices,
why individually?
more hot leads
for sales
other priorities
17. Internal Use Only
Internal Use Only
If it´s your Project, you
have the ownership
It doesn´t matter if your a consultant, agency or
in-house SEO
And that's exactly how you have to act,
communicate and plan the strategy - which,
according to your expertise, leads to sales.
There are no excuses here, like: I gave advice,
but they didn't implement it - instead we work
according to an SEO roadmap with milestones!
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Internal Use Only
Because we all know if the
pages aren't performing at
the end of the quarter - no
one asks why we haven't
implemented something -
but questions our expertise.
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Internal Use Only
Switzerland the country with more than one
culture
Case Study because it is important to see each country with all their colors
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Internal Use Only
The Regions
The German-speaking Swiss are
known for their punctuality,
precision, and strong work ethic.
They tend to be more
conservative, structured, and
formal compared to their French
and Italian-speaking
counterparts.
German Side
largest linguistic region
The culture is heavily
influenced by France, with
French being the predominant
language.
The French-speaking Swiss are
generally considered to be
more laid-back and open in
comparison to the German-
speaking Swiss.
They have a strong
appreciation for art, literature,
and fine dining.
French Side
The Italian-speaking Swiss are
known for their warmth,
hospitality, and zest for life.
They place a high value on family
and social connections.
Italian-speaking Swiss enjoy a
more relaxed, Mediterranean
lifestyle compared to their
German and French-speaking
counterparts, with a strong
emphasis on food, wine, and
leisure.
Italien Side
Ticino and parts of Grisons
#GlobalSEOClub @HollerVeronika
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Internal Use Only
Although these differences exist
It is essential to note that Switzerland, as a whole, has a strong sense of
national identity and unity. Swiss people are proud of their neutrality,
direct democracy, and the country's stunning natural beauty.
While the linguistic regions have their distinct cultural characteristics, they
share common Swiss values such as cleanliness, efficiency, and a
commitment to quality in all aspects of life.
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How can I use the differences for my:
Individual Seo Strategy?
Example: Switzerland
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the german side the french side the italian side
Needs an own
subdomain
Needs an own
subdomain
use swiss-german
or local vocabulary
and phrasing
Needs real
structured LP´s
with much
informations
is skeptical when
offers are made
too often
Is skeptical when
calling from
Germany
speaks German -
but is not German
Needs an own
domain
swiss-french or
local vocabulary
and phrasing
Loves interactive
LP´s
clear pricing
policy on the site
Love their language
and dislike spelling
mistakes
Like more
emotional content
use swiss-german
or local vocabulary
and phrasing
Love
communication
perfect for live
chats,
community parts
on the website
etc.
Love their laid-
back, warm-
hearted way of
life
Multimedia
content lovers
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Don´t forget Switzerland
speaks 4 languages
try to built LP´s also for
Romansh
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Internal Use Only
France one of my biggest challenges
Influenced by the industrial and agricultural heritage
Proximity to Belgium, Germany, and the UK shapes the regional
identity. Generally cooler and wetter climate, influencing the
way of life and regional cuisine. Known for its hearty, rustic
dishes with an emphasis on dairy products, potatoes, and meats
Rich in history related to both World Wars, with numerous
memorials and battlefields. Regional languages and dialects,
such as Ch'ti and Picard, reflecting the area's cultural diversity
Strong connection to the arts, with notable cultural events like
the Lille International Film Festival
North
Mediterranean lifestyle with a relaxed, laid-back
attitude. Strong influence from neighboring Spain and
Italy. Emphasis on outdoor living due to the warm
climate Renowned for its cuisine, featuring olive oil,
seafood, and fresh produce. Rich in artistic and
architectural history, including Roman ruins and
Impressionist painters.Distinct regional languages and
dialects, such as Occitan and Provençal. Tourism plays
a significant role in the economy, with popular
destinations like the French Riviera and Provence
South
#GlobalSEOClub @HollerVeronika
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Internal Use Only
regulary Calls with your international
Teams
https://www.unfpa.org/data/world-population-dashboard
https://gs.statcounter.com/search-engine-market-
share/all/
https://datareportal.com/reports/digital-2023
01
02
03
04
Ressources for your market research
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Internal Use Only
Create Milestones
2023 until
May
set up regulary
calls with the
Marketing
Teams
Market research
2023 until
July
2023 until
September
2023 until
November
2024
fix all technical iusses
set up
domains/subfolders
overwork the
content on the
global websites -
according to
culture, dialect and
colloquial language
Website
adapted to each
country's
specific cultural
and local search
needs.
Start with an
internationally
optimized web
presence that
chases the
competition from
the field
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Summary
Lists costs
What are the advantages
What profit do you expect?
What other resources are
needed
Talk to your international
teams and above all,
listen
arrange regular meetings
develops a concept
Present it to the C-Suite
create a SEO roadmap
with milestones
realistic goals
stay in touch
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I know it's hard work in the beginning - but the good thing about SEO is - it
works!
After the hard work - you can relax
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Internal Use Only
Thanks for your Attention!
My Name is Veronika
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