The document discusses international search engine marketing. It notes that 70% of searches are not in English and that Google captures 85% of all searches worldwide. It emphasizes the importance of keyword research and geotargeting websites for specific countries or regions. Technical challenges of international SEO include managing domains and URLs across different languages and platforms. Keys to successful international search engine marketing include having a single point of control, a unified design, and understanding local cultural and regulatory issues in target markets.

1. International Search Engine Marketing
Brian Bluff
President & Co-Founder
Site-Seeker, Inc.
@BrianBrian
brianbluff@site-seeker.com
315.732.9281 x 11
www.site-seeker.com © 2010 Site-Seeker, Inc.

2. 28%
• 70% of all Searches are NOT in English
www.site-seeker.com © 2010 Site-Seeker, Inc.

3. Google Captures 85% of All Searches Worldwide
% Global Market Share
0.42
0.63
3.11 0.2
3.52
5.38
Google
Yahoo
Baidu
Bing
Ask
AOL
Other
85.75
Competition in: China, Russia, Japan, Korea
www.site-seeker.com © 2010 Site-Seeker, Inc.

4. www.site-seeker.com © 2010 Site-Seeker, Inc.

5. SEO: What does it take to rank (organically)?
Relevance
• Title tag
• Keywords and
description
• H tags
• Content
• Alt tags
www.site-seeker.com © 2010 Site-Seeker, Inc.

6. SEO: What does it take to rank (organically)?
Credibility
• Authority (PageRank)
• Incoming links are
votes of confidence
• Links from related
pages or sites
• Related anchor text
www.site-seeker.com © 2010 Site-Seeker, Inc.

7. SEO: What does it take to rank (organically)?
Credibility
• Social Signals (Author /
Human/Social Authority)
• Twitter – authoritative people
lend their authority to pages
they tweet
• ReTweets are the new links
• Facebook ?
• LinkedIn ?
www.site-seeker.com © 2010 Site-Seeker, Inc.

8. Importance of Keyword Research
• First step to positioning your
website in the path of prospects
• Facilitates content development
https://adwords.google.com/select/
KeywordToolExternal
www.site-seeker.com © 2010 Site-Seeker, Inc.

9. What is the World-Wide Opportunity (Search Volume) for your
Products (Keywords)?
www.site-seeker.com www.google.com/landing/exporttool/
© 2010 Site-Seeker, Inc.

10. Geotarget Your Website
Strong Signal
• ccTLD or
• gTLD - Webmaster Tools
o Subdirectory: www.yoursite.com/au/
o Subdomain: au.yoursite.com
Weaker But Important Signals
• Server location
• Addresses and phone numbers
• Language
• Currency
• Local links
• Local search engine business listings
www.site-seeker.com © 2010 Site-Seeker, Inc.

11. www.site-seeker.com © 2010 Site-Seeker, Inc.

12. Avoiding Localization Mistakes
• Plan
• Single point of control
• Local flexibility
• Don’t use free/cheap
translation services
• Get smart to search
www.site-seeker.com © 2010 Site-Seeker, Inc.

13. Technical Challenges
• Managing domain/URL plan and hosting platforms
• Indexation issues
• Right to left scripts and double byte character sets
• Duplicate content
• Tools built in a single language
• Automation of SEO elements
• Multiple search engines
www.site-seeker.com © 2010 Site-Seeker, Inc.

14. © 2009 Site-Seeker, Inc.
www.site-seeker.com © 2010 Site-Seeker, Inc.

15. © 2009 Site-Seeker, Inc.
Finland
Sweden
www.site-seeker.com Norway
© 2010 Site-Seeker, Inc.

16. Keys to Successful Search Engine Marketing
• Single point of control
• Multiple points of input
• Unified Design/Brand
• Single CMS/platform
• Own site(s) linking strategy
www.site-seeker.com © 2010 Site-Seeker, Inc.

17. Keys to Successful Search Engine Marketing
• Define the opportunity
• Develop a plan – vision, key metrics, strategies, action
plans
• Avoid short cuts
• Build and train a team knowledgeable about search
• Integrate SEO into platform and content development
process
• Understand local regulatory and cultural issues
www.site-seeker.com © 2010 Site-Seeker, Inc.

18. Thank You!
Brian Bluff
President & Co-Founder
Site-Seeker, Inc.
@BrianBrian
brianbluff@site-seeker.com
www.site-seeker.com © 2010 Site-Seeker, Inc.