This document discusses strategies for multilingual SEO, SEM, and international business opportunities. It provides tips for multilingual SEO including using local domains/IP addresses, focusing link building on local links, understanding that different language versions of content are not duplicate, targeting major languages over dialects, and interlinking multiple language sites. The document also discusses targeting different audiences and age groups across online channels like search engines, YouTube, banner ads, and considering paid search keywords and landing pages to drive conversions. It emphasizes developing a market niche and integrated global and local web marketing strategy using native language content, SEM, SMO, and SMM.

1. Multilingual SEO & SEM
Linkbuilding, Duplicate Content
and Geo-Selection – what else?
Daria Batukhtina,
International business development manager

2. International Opportunity Selection
1. Is there a market in the target country or region for the
product or service?
2. Do people search for the product or service?
3. Is it logistically possible to deliver the product or service?
4. What is needed in terms of sales or customer support?
5. Is it possible to move revenue earned out of the country?
6. Do we have the correct payment systems for that market?
7. How strong is the competition - what competitive
advantage can be leveraged?

3. Search Engines around the world

4. Languages in Europe
23 official languages in Europe
Around 100 dialects.

5. Different mentality & search
Only 5% of Russian know
English.
Germans mostly search Jobs
& Information online.
French Internet users are
most sociable & active in
social network.

6. What do people online?
Source: The Pew Research Center's Internet & Life Project

7. Multilingual SEO tips
Work with local domains & IP addresses
Link Building – Local links are the best
The same content in different languages is not duplicate
Target main languages, not dialects, but…
In multi-language countries, lead with the major
language + relevant keywords from dialects
If you have multiple language sites – interlink them

8. Search engines marketing
Different online channels covering different Target Groups.
YouTube shows youngest profile, Banner Ads covering 20-39 but Search is over proportionally
strong with 40-59 year old (Gfk data for Germany, 2010).

9. Share of Advertisers by Search Engine
Google enjoys the greatest share of advertisers by a large
margin - 81% of advertisers spent on Google while only
26% spent with Yahoo! and just 13% with Microsoft Bing.
Source: Adgooroo
Methodology: Adgooroo SEM Insight bid monitoring data

10. Percentage of International Clicks by
Number of Keywords in Search Phrase
According to this data from Experian Hitwise, searches of
eight or more words increased 1%. Three word searches
declined by 1%.
Source: Experian Hitwise

11. Multilingual SEM tips
Paid Search is not just about clicks, rather
driving the most relevant visitors to a site,
in order to generate revenue.
Search engines
Adverts
Keywords
Landing Pages
Path to Conversion

12. Resume
Develop your market & Web marketing audit
know your niche. & analysis
Use native speaker for Copywriting &
preparing content on online PR.
the web site & for ads
campaigns.
Think global, be local. Local SEO
Implement integrated SEM: Pay per click ads
web marketing strategy SMO: Social media optimization
SMM: Social media marketing

14. Daria Batukhtina,
International business development manager
24th of June 2010
Thank you for you
attention
We don’t promote web sites. We create overall web
marketing strategy for presenting your business
online & get your profit from it.