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International Digital Marketing Mistakes, Opportunities & Future
- 1. William Cecil Adapt Worldwide The biggest mistakes, opportunities & future of international digital marketing @willceciltech http://www.slideshare.net/WillCecil1
- 2. I want to play a game Time for a test!
- 3. @DaveSEObot 1) Tweet Dave with a link to your website & the hashtag #hreflang 2) Dave will tell you if you’ve succeeded or failed
- 4. International Opportunity Every year there have been 160 MILLION more internet users globally 40 45 50 55 60 65 2013 2014 2015 2016 2017 Global Internet Penetration
- 5. 43% of businesses intend to go global *British Chambers of Commerce
- 6. On average most companies return -1% on invested assets after 5 years HBR - 2015
- 7. With opportunity comes challenge
- 8. International Digital Marketing Challenge Less Spend Less TimeLess Spend Less Time + More Content More Markets More Platforms More Competitors
- 9. International Digital Marketing Challenge + + More Platforms More Markets Less Spend More Content Less Time
- 10. Not so fast! Learn from your competitors mistakes
- 11. Localisation Content Technology Ignoring performance Assumptions and market research Implementation Analytics Automation
- 12. Like for like translations miss opportunities
- 13. Like for like translations miss opportunities -71% Appareil photo hybride
- 14. “Localisation is soooo last year”
- 15. The process of adapting a message from one language to another, while maintaining its intent, style, tone and context. Transcreation
- 16. 2050 2100 2150 2200 2250 2300 2350 2400 2450 2500 2550 2600 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Word Count By Ranking Position #SEO is still leveraging an algorithm
- 17. 0 10 20 30 40 50 600 200 400 600 800 1000 1200 1400 1600 1800 2000 0 9 16 23 30 37 44 51 58 65 72 79 86 93 100 107 114 121 128 136 143 150 157 166 176 190 211 253 Ranking By Meta Data Distribution Amount of Truncation (Overall) Total Number of URLs Avg Rank Poly. (Avg Rank) #SEO is still leveraging an algorithm
- 18. Go back to basics! Keywords Platforms Competitors Personas
- 19. Then go beyond! Content Links Language Correlate to SERPs 1.Density 2.Length 3.Type 1. Volume 2. Source 3. Type 1. Style 2. Tone
- 20. Page speed UK DE ES FR JP KR US Time to load vs Conversion Rate TTL CR Speed Matters
- 21. Of a test of 1000 random websites which have hreflang, 28% had at least 1 issue @DaveSEObot IMPLEMENTATION!
- 22. Opportunities
- 23. Machine learning with post editing can save thousands in production of SEO performance content Machine Translation Translation Memory Utilising and training a translation memory with performance data will have a compounding effect on cost efficiencies and results
- 24. The process of adapting a message from one language to another, while maintaining its intent, style, tone and context. Process Market Research Optimisation Machine Translation Linguists Performance Transcreation
- 25. Optimising only for Google $- $2,000 $4,000 $6,000 $8,000 $10,000 $12,000 $14,000 $16,000 $18,000 $20,000 0 10 20 30 40 50 60 70 80 90 100 Top 12 Markets GDP vs Google Market Share Google Market Share Others Gross GDP
- 26. Optimising only for Google INTENT DEMOGRAPHICS BUYING CYCLE
- 27. Targeting It’s uncommon for all the websites to hold the same authority across different markets
- 28. Targeting International visitors landing on incorrect websites can be costly60% lower conversion rate £200k in lost revenue over the year
- 29. Targeting Cookies HREFLANG IP Prompt IP Redirect Nothing DO DON’T
- 30. Check if it’s happening to you
- 31. Getting smart with data PPC SEO Social You need to be able to understand the influence of each channel in each market, and how users behave and interact across each independently and holistically
- 32. Attribution! #Anything but last click
- 33. Insights Do you even data warehouse? Handle all data in DB format Understand datatypes Leverage the cloud 1 2 3
- 34. Insights #Vlookups are not enough df_new = df.merge(df1, on='Links', how='left') 100X faster than excel60X faster than excel
- 35. Reporting Store Process Display Cloud storage / S3 Big Query / Elastic Search Data Studio Tableau
- 36. Leverage templates & API connectors for report creation #Reporting should take minutes not hours
- 37. #Monitoring is key 0 500 1000 1500 2000 2500 3000 3500 4000 4500 Mond… Tuesd… Wedn… Thurs… Friday Satur… Sunday WoW Value Changes For Core On Page Elements Title H1 Canonical Content Meta Robots
- 38. Get started if you haven’t already! What about the future?
- 39. “The first rule of any technology used in a business is that automation applied to an efficient operation will magnify the efficiency”
- 40. “The second is that automation applied to an inefficient operation will magnify the inefficiency.”
- 41. Automation The Future Lies In Automation
- 42. Automation The Future is Dave!
- 43. Performance Language Processing Quantitative measurement the impact different variation in language structure can have on SEO/PPC/Social campaigns across different markets NLU: Natural Language Understanding
- 45. Holistic Search Search is going to continue to grow across experiences. Ensuring can connect into these platforms is essential for overall search exposure Search vectorisation
- 46. TL;DL 1. Optimise during the transcreation process 2. Don’t neglect the fact you’re optimising for an algorithm! 3. How and what data you’re analysing matters! 4. Automate efficiently
- 47. THANKS! Any questions come see me at the Adapt booth! http://www.adaptworldwide.com @willceciltech http://www.slideshare.net/WillCecil1