1. Great research and planning is key, considering search engine optimization factors like connections, content, culture, and compatibility across different environments and cultures. 2. Google is not the only important search engine - others like Baidu in China and Yandex in Russia are also significant. Mobile search reaches parts of the world that desktop may not. 3. Be careful not to abuse keywords - factors like plurals, prefixes, accents and language specifics need to be considered for proper localization.

1. The Top Five Hottest Tips of International SearchPrepared by:Andy Atkins-Krüger - CEO, WebCertain Group

2. Andy Atkins-Krüger, CEO, WebCertain Group LtdStockholm – Dubrovnik – London – Seattle – New York – Shanghai – Oslo – Moscow – Mumbai – Berlin – San Jose – Reykjavik – Las Vegas – Berlin– Manchester – HamburgManaging Editor – www.multilingual-search.com

3. What We Do?Centralize & benchmark global searchSEO, SEM, Social Media, SEO-LocalisationSingle time-zone – central hubWebCertain trained in-house search marketersNative in 36 languagesInternational Only (Since 1997)Multilingual processes at all times

4. WebCertain PolandSales operation Eastern EuropeWroclawWebCertain ASSales ScandinaviaOsloWebCertain ChinaLaunch Autumn 2010Beijing / XiamenWebCertainLocationsWebCertain Technical CentreProgramming unitKolkataWebCertain LLCSales USALos AngelesWebCertain GroupWorld Language HubOperations CentreUnited Kingdom

5. 1: Great Research & Planning

6. SEO and 3 CsConnectionsContentCompatibility

7. SEO and 3 CsCultureConnectionsContentCompatibility

8. Searching And ConnectingAre Fundamental Human Needs Everywhere

9. All Peoples Are Equally Sophisticated, Impatient And Lazy

10. Trust is Built Through Cultural Relevance and Dealing with Environmental Factors

11. User Behaviours are Environment Driven and Buying and Paying are Environmental Factors

14. The Roll-Out Scorecard

15. 2: Google Is NotEverything

17. The Others You Need To Know!64%62%South KoreaChina68%Russia48%Czech Republic

18. Mobile Reaches Other PartsSource: Admob

19. Quick Case Study

20. 14 Languages – 20 CountriesYear 1: +21%Year 2: +84%Year 3: +43%Year 4: +69%Total: +444%

21. 3: Don’t Abuse Keywords

22. Keywords

23. Language Content & PresentationLanguage DetectionSpidering & Site MapsIndex & Query ResponseLanguage Dependent Processes

24. GuiltyKeywords Cannot Be Translated

25. Who Has The Shortest Long Tail?Shortest TailsLongest TailsDutch / GermanEnglishScandinaviaRomance

27. Input Methods Drive Behaviour – Including Mobile, PC and Tablet

28. PluralsPrepositions football bootsAccentsscarpe da calcioAlternate spellingsbotas de fútbolDisaggregationInflectionFussballschuhevoetbal schoenфутбольная обувь

29. Language Issues Are Language Specific*German language impact on SEO and PPC

30. 4: Have AContent Strategy

31. How Important is Search?“Marketing content which is not available to search engines isn’t worth localising. Period.”Andy Atkins-Krüger

32. Map Keywords To Pages

33. Never Look At ONE Page Out of Context

34. Use Keywords To Drive And Frame Your Content

35. Creative Copywriting Is Not The Answer

36. Three Types of ContentTranslated ContentFreshly CraftedContent& UGCModified & UpdatedContent

37. NO Compromise Needed Between Search Engine and User

38. Best Practice SEO LocalisationSEO Meta-Content & Tactical SEOProduct DevelopmentSEO-Localisation Strategy PlanContent Selection & PlanningBusiness ObjectivesContent LocalisationMarketing Messages & ContentTerminology & Glossary ManagementGlossaryMetrics, SEO & Content Feedback Loop

39. SEO-Localisation Strategy & PlanContent Requests to HQSpecifies Page Level Keywords

40. Language Right To Left

41. Watch Out For Calendars!

42. Well Done Saudi Air!

43. 5: Effective Geo-Targeting Strategy

44. What Is Geo-Targeting – Simple?15- 40% Additional Visitors In Each“Appearing in front of ALL relevant searchers”

45. What Is Geo-Targeting – Complex?The Web Is NOT The Same Everywhere!“Appearing in front of ALL relevant searchers”

46. How Does Google Filter “The Web”?

47. Billigflug: Google.de v Google.co.uk

48. Billigflug: US v Germany

49. Billigflug: Austria v Germany

50. Lufthansa: Google.co.uk – Google.de

51. ‘Keyword Language Tag’?English GBCasserolesFrench EUCasseroles

52. How Does Google Filter “The Web”?By Google Domain (Redirected by IP)By Keyword Language TagBy IP Location

53. Country?Language?Mixed?

54. WorldLanguage?

55. WorldLanguage?EnglishFrench GermanSpanishPortugueseArabic

56. Target Polish –You Get Poland& Polish EmigrantsEverywhere

57. World LanguageLocal LanguageOptions:Options:1. Local Domains Representing Language1. Local Domains2. Dot Coms + Local Hosting2. Dot Coms + Google Webmaster Central 3. Dot Coms + Local Links + Local HostingDo NOT use Webmaster Central!

58. Russia - YandexChina - Baidu1. Local Domains1. Local Domains + Local Hosting (Not Hong Kong)2. Dot Coms + Set Yandex Region2. Dot Coms + Local Hosting + Set Baidu Region3. Dot Coms + Local Hosting

59. Country?

60. Multilingual CountriesSimple Countries

61. Multilingual CountriesAlgeria

62. Belgium

63. Canada

64. Hong Kong

65. India

66. Morocco

67. Singapore

68. South Africa

69. Switzerland

70. TunisiaSimple CountriesMultilingual Options:Options:1. Local Domains1. Local Domains2. Dot Coms + Google Webmaster Central2. Dot Coms + Local Hosting3. Dot Coms + Local Hosting + Local LinksDo NOT use Webmaster Central!