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.
Tis' the season to take a look back at your annual AdWords' performance and figure out where you can build profit for 2018.
Our resident paid search data scientist will be highlighting Google's 7 biggest updates from the year past, and provide insight into how you can use these updates moving forward.
You'll walk away knowing everything there is to know about:
- New ad formats and ad extensions
- New targeting features that go beyond keyword research
- Strategies to make managing your holiday campaigns quick & easy
5 Voice Engine Optimization Strategies That Will Boost Your RankingsSearch Engine Journal
Now is the time for you to create a voice engine optimization (VEO) strategy that will increase your brand traffic and awareness.
Join this sponsored ThinkTank webinar and discover five things you need to know in order to create a successful VEO strategy.
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.
Tis' the season to take a look back at your annual AdWords' performance and figure out where you can build profit for 2018.
Our resident paid search data scientist will be highlighting Google's 7 biggest updates from the year past, and provide insight into how you can use these updates moving forward.
You'll walk away knowing everything there is to know about:
- New ad formats and ad extensions
- New targeting features that go beyond keyword research
- Strategies to make managing your holiday campaigns quick & easy
5 Voice Engine Optimization Strategies That Will Boost Your RankingsSearch Engine Journal
Now is the time for you to create a voice engine optimization (VEO) strategy that will increase your brand traffic and awareness.
Join this sponsored ThinkTank webinar and discover five things you need to know in order to create a successful VEO strategy.
Back to basics guide to great product contentDavid Schulhof
As a retailer, nothing is more frustrating than content that undervalues your products. As a customer, unhelpful content makes shopping a chore. In our Back to Basics - The guide to great product content, we look at how important product descriptions are for your conversion rates, and how you can tackle the mammoth task of writing them.
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.
10 Local Strategies to Drive More Customers from AdWords & FacebookSearch Engine Journal
As mobile-first consumers move between online and offline channels, you must optimize campaigns at every touchpoint to make it easy for them to convert however and wherever they want.
Join this ThinkTank webinar, presented by Blair Symes and Katie King of DialogTech, as they take a deep dive into 10 strategies to localize paid search and Facebook ads to generate more conversions and revenue.
The Ultimate Customer Acquisition Checklist Dozen Digital
Customer acquisition changes every single day. One of the most difficult (but rewarding) parts of doing digital marketing is keeping up with the latest tactics, techniques and strategies. Dozen Digital put together our Ultimate Customer Acquisition Checklist to organize and share over 300 of these tactics, techniques and strategies. Take a look and let us know what you think!
You’ve got your site, done your research, got feeds coming in but you still aren’t making enough to retire to the south of France. In fact, you don’t seem to be pulling the traffic and... nope, you just aren’t ranking. But your site is HUGE and should be ranking – why isn’t it?
This session will look beyond SEO 101 to the specific issues affiliates face with large sites, product feeds, architecture and optimization. By examining beyond the basics, this session will build on existing knowledge about SEO to help those with larger, more complex sites requiring more bespoke solutions to rank well and beat the ‘affiliate penalty’.
With topics covered ranging from uniqueness, madlib, linking, and monitoring to site architecture, vertical selection, roadblocks and more, this session is going to be crammed full of interesting tips, tricks and insight.
The Brand’s Webinar to Amazon A+ Content OptimizationsTinuiti
If you’re looking to enhance the performance of certain ASINs on the marketplace, Amazon A+ Content is where you want to invest. A+ detail pages allow you to improve search relevance, conversions & customer purchase confidence, therefore leading to a higher sales volume.
Strategy Deck#1 - Digital Marketing - Driving Organic Traffic In 30 DaysXerago
To cope up with evolving search algorithms and changing audience requirements, we follow a three-step approach that will help a website rank high on search engines.
With more than 6 years of overseeing international Search Engine Marketing campaigns Mo Heidari Far has been involved with developing SEM campaigns for clients ranging from start-ups to fortune 1000 online companies. Mohammad spoke @IDF London about International PPC landscape discussing nuances and challenges faced when running PPC campaigns on international platforms such as Baidu in China and Yandex in Russia.
How to Make a Killer Landing Page: Critical Best Practices for Converting Org...lorloski
Originally presented at #inbound13.
All the website traffic in the world isn’t worth a dime if you can’t convert it to leads. As a marketer, landing pages are the most powerful conversion tool you have. In this presentation, you’ll learn the critical elements of landing page design for both organic and paid traffic (yes, they’re different!). It covers everything from best practices of page structure, content, and style to different strategies for successful lead capture and subsequent engagement. You’ll get the tools you need to pump up the conversion power of your website -- and lower your cost per lead!
In this presentation, featured at the Digital Summit Raleigh, our Head of International gave her top five tips to successfully enter a new market.
Takeaways include how to:
Identify which markets present the biggest opportunity
Fully localize a site for users to increase ROI
Understand how to implement technical onsite considerations
Satisfy cultural differences (habits, behavior, buying patterns, trust signals)
How to promote your websites (which channels to use in which market)
In this presentation, featured at the Internet Summit Dallas, our Head of International gave her top five tips to successfully enter a new market.
Takeaways include how to:
Identify which markets present the biggest opportunity
Fully localize a site for users to increase ROI
Understand how to implement technical onsite considerations
Satisfy cultural differences (habits, behavior, buying patterns, trust signals)
How to promote your websites (which channels to use in which market)
In this presentation, featured at the Digital Summit Boston, our Head of International gave her top five tips to successfully enter a new market.
Takeaways include how to:
Identify which markets present the biggest opportunity
Fully localize a site for users to increase ROI
Understand how to implement technical onsite considerations
Satisfy cultural differences (habits, behavior, buying patterns, trust signals)
How to promote your websites (which channels to use in which market)
Back to basics guide to great product contentDavid Schulhof
As a retailer, nothing is more frustrating than content that undervalues your products. As a customer, unhelpful content makes shopping a chore. In our Back to Basics - The guide to great product content, we look at how important product descriptions are for your conversion rates, and how you can tackle the mammoth task of writing them.
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.
10 Local Strategies to Drive More Customers from AdWords & FacebookSearch Engine Journal
As mobile-first consumers move between online and offline channels, you must optimize campaigns at every touchpoint to make it easy for them to convert however and wherever they want.
Join this ThinkTank webinar, presented by Blair Symes and Katie King of DialogTech, as they take a deep dive into 10 strategies to localize paid search and Facebook ads to generate more conversions and revenue.
The Ultimate Customer Acquisition Checklist Dozen Digital
Customer acquisition changes every single day. One of the most difficult (but rewarding) parts of doing digital marketing is keeping up with the latest tactics, techniques and strategies. Dozen Digital put together our Ultimate Customer Acquisition Checklist to organize and share over 300 of these tactics, techniques and strategies. Take a look and let us know what you think!
You’ve got your site, done your research, got feeds coming in but you still aren’t making enough to retire to the south of France. In fact, you don’t seem to be pulling the traffic and... nope, you just aren’t ranking. But your site is HUGE and should be ranking – why isn’t it?
This session will look beyond SEO 101 to the specific issues affiliates face with large sites, product feeds, architecture and optimization. By examining beyond the basics, this session will build on existing knowledge about SEO to help those with larger, more complex sites requiring more bespoke solutions to rank well and beat the ‘affiliate penalty’.
With topics covered ranging from uniqueness, madlib, linking, and monitoring to site architecture, vertical selection, roadblocks and more, this session is going to be crammed full of interesting tips, tricks and insight.
The Brand’s Webinar to Amazon A+ Content OptimizationsTinuiti
If you’re looking to enhance the performance of certain ASINs on the marketplace, Amazon A+ Content is where you want to invest. A+ detail pages allow you to improve search relevance, conversions & customer purchase confidence, therefore leading to a higher sales volume.
Strategy Deck#1 - Digital Marketing - Driving Organic Traffic In 30 DaysXerago
To cope up with evolving search algorithms and changing audience requirements, we follow a three-step approach that will help a website rank high on search engines.
With more than 6 years of overseeing international Search Engine Marketing campaigns Mo Heidari Far has been involved with developing SEM campaigns for clients ranging from start-ups to fortune 1000 online companies. Mohammad spoke @IDF London about International PPC landscape discussing nuances and challenges faced when running PPC campaigns on international platforms such as Baidu in China and Yandex in Russia.
How to Make a Killer Landing Page: Critical Best Practices for Converting Org...lorloski
Originally presented at #inbound13.
All the website traffic in the world isn’t worth a dime if you can’t convert it to leads. As a marketer, landing pages are the most powerful conversion tool you have. In this presentation, you’ll learn the critical elements of landing page design for both organic and paid traffic (yes, they’re different!). It covers everything from best practices of page structure, content, and style to different strategies for successful lead capture and subsequent engagement. You’ll get the tools you need to pump up the conversion power of your website -- and lower your cost per lead!
In this presentation, featured at the Digital Summit Raleigh, our Head of International gave her top five tips to successfully enter a new market.
Takeaways include how to:
Identify which markets present the biggest opportunity
Fully localize a site for users to increase ROI
Understand how to implement technical onsite considerations
Satisfy cultural differences (habits, behavior, buying patterns, trust signals)
How to promote your websites (which channels to use in which market)
In this presentation, featured at the Internet Summit Dallas, our Head of International gave her top five tips to successfully enter a new market.
Takeaways include how to:
Identify which markets present the biggest opportunity
Fully localize a site for users to increase ROI
Understand how to implement technical onsite considerations
Satisfy cultural differences (habits, behavior, buying patterns, trust signals)
How to promote your websites (which channels to use in which market)
In this presentation, featured at the Digital Summit Boston, our Head of International gave her top five tips to successfully enter a new market.
Takeaways include how to:
Identify which markets present the biggest opportunity
Fully localize a site for users to increase ROI
Understand how to implement technical onsite considerations
Satisfy cultural differences (habits, behavior, buying patterns, trust signals)
How to promote your websites (which channels to use in which market)
Do you have a brand that's expanding globally?
How are you handling your search presence in different countries?
Is your communication strategy clear as you enter those varied markets?
International SEO can help.
By implementing global and international SEO best practices, you can improve everything from your site structure to cultural nuances in your content.
Watch our webinar to keep your brand competitive by finding the perfect balance of functionality and usability across markets.
You'll learn:
- How to navigate the complexity of global SEO for better user experience (happier customers) and improved traffic and revenue (happier executives).
- A solid technical foundation that drives improved ROI for years as international traffic flows to your website.
- How to manage global SEO across search engines, audit your technical foundation, and oversee end-to-end content creation and reporting.
Conductor's Nadege Chaffaut, Director of Customer Success in Europe, Middle East, and Africa (EMEA), and Fiona McGovern, Senior Director in EMEA, explain why International SEO is important.
They'll dive into how you can have a unified brand, maintain a top position, and excel in various markets.
You'll get to discover more specific ways to get ahead in the global race.
Insider's Guide to Creating Multilingual Websites That Drive RevenueFlorian Auckenthaler
DesigningIT & Acclaro Webinar Presentation. The webinar is geared towards digital marketing professionals, web admins and developers who are interested in creating or maintaining a successful, revenue-generation multilingual website.
The full webinar is available here https://www.youtube.com/watch?v=2x-hFKS9TuU
Learn what types of considerations you must make to drive your international/global SEO strategy. User behavior across countries/languages? Device types? Local keyword phrases? Content marketing? Get all the answers here.
Presented by Mariel Martinez in May 2015.
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.
Today’s search engines drive the vast majority of search efforts for automation products and services. A recent survey by Chemical Engineering showed that 94.9% of engineers find search engines very useful/useful. You know that means they’re starting their searches here. In this session, we will look inside several advanced search marketing topics, including the latest search engine optimization and pay per click tools, what’s new in Google Analytics, integrating search and social media, and the top mistakes and how to avoid them. The focus is on practical information that you can implement as soon as you get back to the office.
Studies have identified speed as the single most critical factor for e-commerce conversion. There are lots of changes you could make to your website, but none of them are as risk-free as increasing speed. Some people like yellow, some like blue, but nobody likes slow. This talk will explain how to measure speed, and how to make your site much faster with minimal effort.
Learn how to make your website get more targeted traffic, more leads and ultimately more sales. What opportunities are you missing out on? What are some things you can do immediately and quickly to gain more traffic?
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...
Bill Hunt - Global Search
1. Global Search Marketing Your just a click away from the world! SEMNE CT Meeting March 31, 2010 Bill Hunt
2. International Opportunity 85% of Small Medium Businesses in US and Europe indicated search engines offer them the best mode for market expansion 65% of Fortune 100 generate more than 50% of their revenue outside the US 70% of all Google queries were in a language other than English Search is the least inexpensive mode of entry of any form or global expansion.
3. plane ticket flugticket vlucht billet d’avion 航空券 항공권 volo vuelos Drive targeted leads to your international sites Target Users at the Time of Interest in their language www.yourcompany.com in English / Japanese / French / Korean / German / Italian / Spanish / Dutch
4. Global Search Challenges But, with the increased awareness and demand comes new challenges… Search breaks down traditional geographic barriers leading to potential customer frustration due to language, navigation or ecommerce issues Content owners now compete for keywords, awareness and traffic based on who has the better optimized content resulting Advanced creative techniques can be counterproductive to search requirements Grass roots programs create duplication and waste 4
10. Why Go Global? Demand is already coming to you Log file analysis Sales and leads Language and communication ability Customer service Infrastructure (channel partners) Internet usage and E-commerce Market place interests and product categories New Markets & Demand for Products Emerging markets or advancing technology opportunities
11. Review the Opportunities http://www.google.com/landing/exporttool/ https://adwords.google.com/select/KeywordToolExternal
13. Objectives and Goals Determine the Business Objectives for Global Websites and Global PPC Campaigns Target audience How to measure the success Size and budget of campaigns In-house, Out-sourced, or Hybrid Create a Project Road Map Research target markets and be prepared
15. There are some challenges… Different market means different: Rules People Culture Behavioral Patterns
16. Regional Challenges Different outlet social media, blog, etc. Market trends Different search behaviors Different seasonal behaviors fiscal year shopping, vacation seasons difference in products to push Purchasing options credit card, COD, offline Content regulations gov regulations trademark, etc.
17. On-going Challenges Ranking Reports Campaign Maintenance Foreign Customer Services Legal / Contracts How to stay “Competitive” in foreign market
26. Template and top-level content optimisation Correct use of Header tags Page Title and Meta Data recommendations Fully indexable navigation? Can search engine’s follow all of the links? Ensure all parts of the page are indexable Enhancement of cross-links to distribute link equity Sony.de Sony.fr Etc.
30. Altering templates to allow addition of geo-specific keywords to titles, headings, and spiderable text
31. Reducing redirects and simplifying URL structures to increase performance of pages as well as spiderability
32. Created country-specific XML site maps to push inclusionResults: 82% of Tier 1 phrases in all markets ranking on first page Majority of traffic now from Search Exponential increase in sales immediately after indexing Source: IBM Presentation SES San Jose 2009
36. GEO Targeting for Google Pages in Germany “.de” All web Pages in German language Sitemap Country setting
37. Fixing Location & Language Barriers Use correct Meta language tags <html lang=“de"> or <html lang=“en_gb"> <meta http-equiv="content-language" content="ja"> Use correct Character Set meta tags <meta http-equiv="content-type" content= "text/html; charset=shift-jis"> -- Japanese <meta http-equiv="Content-Type“ content="text/html; charset=windows-1251"/> -- Russian Use local domain names .de .fr .co.uk They can be hosted in the US At least a few pages on the local market domain
38.
39. Leverage Partners and Distributed content to increase link equityHelps define the global server strategy as well
41. Benefit of Website Globalization Standard site design and management Linking strategy Cost saving Time efficiency Manpower reduction Standardizing brand image and business strategies
42. Localization Challenges Languages: Different spellings “localise” or “localize” Different meanings “football” or “soccer Currencies Metrics Address Local Legal Requirements Business & License information Hours & Locations Return Policies
43. Mistakes With “Word for Word” Translation Not translated 「ホテル名」 「US$200以上」 「US$40以下」 「US$xx以上、US$xx以下」 「全てのホテルを表示する」 「111件中1番目から20番目のホテル」 ??? Wrong character 「ホテル名」 This should be on the right side of the currency box.
44.
45. Educate them on the value of the words and why to look beyond branded terms
46. Share well performing words in local markets with all markets for potential new opportunities (closed feedback loop)
48. Keywords Keyword Research in each market “America (USA)” アメリカ: 110,000 アメリカ合衆国: 14,800 米国: 4,400 合衆国: 720 “Baby carrier” ベビーキャリア:1,600 抱っこ紐:12,100 抱っこひも:6,600 だっこひも:2,900 だっこ紐:1,300
49. Keyword planning in each language Don’t just translate the English words Add all of the variations to expand keywords 20% of keywords in campaign are not popular or wrong translations 70% of Google queries are from outside the USA!
50. Keyword Organization & Management Organize your keywords by: Languages Locations Target audiences Purchase cycle Importance Brand name Product name Model numbers, etc. Set up separate account with different target language/location for each market to avoid bidding against yourself
51.
52. Glossary Development Blended L10N & Optimization Process Content Translation Localization Step Page QA Page Updates Keyword Optimization Algorithm Compliance SEO Step Ensuring the final page has all the key elements needed for ranking well. Identify, analyze and refine optimal keywords Use SEO best practices to ensure translated content is optimal for scoring Scope Critical Keyword List External Demand On-site Search Current Position Content Availability & User query centric Primary Tasks Keyword Occurrence Keyword Density Keyword Prominence Descriptive Sentence Ensure complete translation Ensure proper language tags Ensure optimal placement of keywords
53. Localized PPC Ad Creative Write effective ads for each market Double byte characters = A half the space Check competitors’ ads Use dynamic insertion cautiously
73. Deploy Performance Metrics Leverage Scorecards for governance to ensure consistent global performance goals are achieved. Helps prioritize resource allocation Forces all business units to make an effort IBM’s global search performance increased 500% when BU level performance metrics implemented
75. Key steps to a successful global program Demonstrate the business opportunity for search Ensure translators and localizers understand search fundamentals Research and deploy the optimal keyword strategy Integrate search attributes into the development and localization workflow process Research the target markets for regulations, trends, statistics, popular engines and social outlets Take advice from local experts and local offices, and make necessary adjustments to your campaign strategies for each market
76. Enabler – Get a Handy Reference “Buy this book, read it, and then read it again.”--Chris Sherman, Search Engine Watch Helps guide you through developing your program How to form your team and manage for success