An introduction to Global SEO for marketing and managers that want to enhance their international web marketing strategy.

1. search engine optimization link building on-page optimization
Global SEO
multilingual social media optimization
translation
on-page optimization
multilingual
g
international An Introduction eCommerce
link building local search
To Global SEO on-page optimization
T analytics
search engine optimization Gl link building
b l
globalization
multilingual
g Global SEO social media optimization
Matthias E. Zeitler
E
translation 05 November 2010 Global SEO
on-page optimization
international link building local search eCommerce
globalization
g analytics li k building
link b ildi
search engine optimization translation
Global SEO 1

2. Agenda
• What is SEO and why does
y
it matter?
• Wh i Gl b l SEO?
What is Global
•B
Benchmarking online
h ki li
marketing
• A roadmap for your Global
SEO campaigns
2

3. Search Marketing
SEO vs. PPC:
Google Adwords • SEO: Fixed cost / PPC: Variable cost
• SEO provides more traffic
PPC (86% organic vs. 14% Adwords)
ads
• SEO is more effective than PPC
(52% vs. 48%, eConsultancy Study)
SEO
results
lt • SEO hips to build and reinforces
brands
(Recall, Attribution, Honda Study)
• PPC is getting more expensive
(10-30% increase for 48% of all
keywords annually (eMarketer Study)
• PPC is i t t SEO takes time
i instant, t k ti
3

4. You need to be on the first page!
„ According to a study from Jupiter Research for Yahoo, 68% of people try
another search if they can‘t find what they want on the first page of search
results. “
Source: Yahoo, iProspect, and JupiterResearch, June 2008
4

5. How to get on the first page?
5

6. Important Ranking Factors
6

7. Important Ranking Factors
Lots of On Page factors can prevent good ranking
But Off Page factors boost you past the competition! 7

8. Off page Factors
Linkbuilding has the biggest impact on
ranking, once all on page factors are
resolved.
Source: http://www.seomoz.org/article/search-ranking-factors
8

9. Keywords
Goal:
Identify relevant keywords with a good amount of search queries that has less
than average competition. (KEI = Keyword Effectiveness Index)
competition
Authors and translators normally do not do SEO keyword research.
Translation aims to identify the ‚correct‘ word, not the one with the most traffic.
It is necessary to enrich onsite content and to consider SEO aspects.
y p
9

10. “Network storage devices”
Organic results in search engines make a huge difference
difference.
Competitors cannot buy the same amount of targeted traffic via
Adwords! Also branding is an important consideration.
10

11. Global SEO
“If I am selling to you, I must speak English. But if you are selling
to me, dann müssen Sie Deutsch sprechen.”
Willi Brandt, German Chancellor, 1969-1974
“56.2
“56 2 percent of cons mers sa that the abilit to obtain information in their
consumers say ability
own language is more important than price.“
Can't Read, Won't Buy: Why Language Matters on Global Websites
“Websites tailored linguistically and transactional to the residents of one country
can address, at most, 20 percent of the total world online population.”
Website Globalization: The Availability Quotient
11

12. Benchmark the company
Less organic rankings. 3800 vs.
644 keywords in top 30 results.
Reduced amount of Adwords
used for PPC ads. (1100 vs. 235)
All this information is available
for ANY company on the web!
p y
12

13. Benchmark the market
13

14. Global SEO today
Who owns Global SEO?
In most companies marketing owns SEO
and the localization department owns
website translation, but who owns Global
SEO?
One supplier for each country
There are only very f
Th l few companies th t offer
i that ff
multilingual SEO for international markets – none
of them are translation companies.
Companies have to either manage one SEO
p g
agency per country or each regional office is doing
their own SEO projects
14

15. Global SEO and Localization
Lots of common topics (and tools):
Keywords, Content Strategy, Language
Integration with terminology, author memory, translation
memory and workflow is required.
Natural extension:
WCMS: Enable global content
TMS:
TMS Translate global content
Global SEO: Get people to read the content
Should be
Sh ld b part of th l
t f the localization t
li ti team:
Increases visibility of L10N effort
Managing Global SEO is very similar to managing translation
15

16. Audit Your Global SEO Strategy
Is your company ready?
Audit area
Audit area Topics
Technology ‐ On‐Page HTML, Meta‐Tags, Content Density, Site Structure
Visibility ‐ Index Coverage Distribution, Syndication, Listings, Inbound and Outbound Links
Campaigns ‐ Traffic Patterns Pay‐Pay‐Click, Banner Adverts, Partnerships
Multilingual Strategy Language Strategy, Keywords, Domains/Hosting/CDN
Competition
Competition ‐ Process Benchmarking, Ranking
Benchmarking, Ranking
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17. Benchmarking Data
17

18. Benchmarking Resources
Free top 500 country profiles and tool (coming very soon):
http://www.marktheglobe.com/seo-top500
18

19. Your SEO Campaign
A simple SEO project consists of different, clearly defined steps like:
 Benchmarking & Strategy
 Analytics & Controlling
 Keyword Analysis
 OnPage Factors
Linkbuilding / Off page
 Article marketing & user generated content
 Social Bookmarking & Directory Submission
 LinkWheels & Web 2 0 profiles
2.0
 Press releases
 QA & Reporting
Remember:
• Lots of best practices available (SEMPO, eConsultancy, SEOMoz,.. ).
• Effective SEO does not require secret expert voodoo recipes!
19

20. Thank You
20