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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
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
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
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
How to get on the first page?




                                5
Important Ranking Factors




                            6
Important Ranking Factors




        Lots of On Page factors can prevent good ranking
        But Off Page factors boost you past the competition!   7
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
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
“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
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
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
Benchmark the market




                       13
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
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
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




                                                                                                 16
Benchmarking Data




                    17
Benchmarking Resources
Free top 500 country profiles and tool (coming very soon):
http://www.marktheglobe.com/seo-top500




                                                             18
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
Thank You




            20

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Introduction to Global SEO

  • 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
  • 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
  • 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 16
  • 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