Download - Running a Global Search Campaign
The Top Five Hottest Tips of International Search
Prepared by:
Andy Atkins-Krüger - CEO, WebCertain Group
Andy Atkins-Krüger, CEO, WebCertain Group LtdStockholm – Dubrovnik – London – Seattle – New York – Shanghai –
Oslo – Moscow – Mumbai – Berlin – San Jose – Reykjavik – Las Vegas – Berlin– Manchester – Hamburg
Managing Editor – www.multilingual-search.com
What We Do?• Centralize & benchmark global search• SEO, SEM, Social Media, SEO-Localisation• Single time-zone – central hub
• WebCertain trained in-house search marketers• Native in 36 languages• International Only (Since 1997)• Multilingual processes at all times
WebCertainLocations
WebCertain ASSales ScandinaviaOslo
WebCertain Technical CentreProgramming unitKolkata
WebCertain ChinaLaunch Autumn 2010Beijing / Xiamen
WebCertain GroupWorld Language HubOperations CentreUnited Kingdom
WebCertain LLCSales USALos Angeles
WebCertain PolandSales operation Eastern EuropeWroclaw
1: Great Research & Planning
SEO and 3 Cs
Connections
Compatibility
Content
SEO and 3 Cs
Connections
Compatibility
Content
Culture
Searching And ConnectingAre Fundamental Human Needs
Everywhere
All Peoples Are Equally Sophisticated, Impatient And Lazy
Trust is Built Through Cultural Relevance and Dealing with Environmental Factors
User Behaviours are Environment Driven and Buying and Paying are Environmental Factors
The Roll-Out Scorecard
2: Google Is NotEverything
The Others You Need To Know!
64%
68%
48%Czech Republic
Russia
China South Korea
62%
Mobile Reaches Other Parts
Source: Admob
Quick Case Study
2005 2006 2007 2008 2009
Total Annual Organic Visitors
14 Languages – 20 Countries
• Year 1: +21%• Year 2: +84%• Year 3: +43%• Year 4: +69%• Total: +444%
3: Don’t Abuse Keywords
Keywords
Language Content & Presentation
Spidering & Site Maps
Language Detection
Language Dependent Processes
Index & Query Response
Keywords Cannot Be Translated
Guilty
Who Has The Shortest Long Tail?Shortest Tails Longest Tails
Romance
Scandinavia
English
Dutch / German
Input Methods Drive Behaviour – Including Mobile, PC and Tablet
Fussballschuhe
voetbal schoen
football boots
scarpe da calcio
botas de fútbol
футбольная обувь
Plurals
Prepositions
Accents
Alternate spellings
Disaggregation
Inflection
Language Issues Are Language Specific
*German language impact on SEO and PPC
4: Have AContent Strategy
How Important is Search?
“Marketing content which is not available to search engines isn’t worth localising. Period.”
Andy Atkins-Krüger
Map Keywords To Pages
Never Look At ONE Page Out of Context
Use Keywords To Drive And Frame Your Content
Creative Copywriting Is Not The Answer
Three Types of Content
Translated Content
Modified & UpdatedContent
Freshly CraftedContent& UGC
NO Compromise Needed Between Search
Engine and User
Best Practice SEO Localisation
Business Objectives
Product Development
Marketing Messages &
Content
SEO-Localisation Strategy
Plan
Content Selection &
Planning
Terminology & Glossary
Management
SEO Meta-Content &
Tactical SEO
Content Localisation
Glossary
Metrics, SEO & Content Feedback Loop
SEO-Localisation Strategy & Plan
Objectives - Organic
Visitors and Visibility
Keyword Research
Gap Analysis
Terminology & Glossary
Keyword Map
Metrics
Content Requests to HQ
Specifies Page Level Keywords
Language Right To Left
Watch Out For Calendars!
Well Done Saudi Air!
5: Effective Geo-Targeting Strategy
What Is Geo-Targeting – Simple?
15- 40% Additional Visitors In Each
“Appearing in front of ALL relevant searchers”
What Is Geo-Targeting – Complex?
The Web Is NOT The Same Everywhere!
“Appearing in front of ALL relevant searchers”
How Does Google Filter “The Web”?
Billigflug: Google.de v Google.co.uk
Billigflug: US v Germany
Billigflug: Austria v Germany
Lufthansa: Google.co.uk – Google.de
‘Keyword Language Tag’?
CasserolesEnglish
GB CasserolesFrench EU
How Does Google Filter “The Web”?
1.By Google Domain (Redirected by IP)
2.By Keyword Language Tag
3.By IP Location
Language?
Country?
Mixed?
WorldLanguage?
WorldLanguage?
French
Spanish
English
German
ArabicPortuguese
Target Polish –You Get Poland& Polish EmigrantsEverywhere
World Language Local Language
Options:
1. Local Domains Representing Language
2. Dot Coms + Google Webmaster Central
3. Dot Coms + Local Links + Local Hosting
Options:
1. Local Domains
2. Dot Coms + Local Hosting
Do NOT use Webmaster Central!
Russia - Yandex China - Baidu
1. Local Domains
2. Dot Coms + Set Yandex Region
3. Dot Coms + Local Hosting
1. Local Domains + Local Hosting (Not Hong Kong)
2. Dot Coms + Local Hosting + Set Baidu Region
Country?
Multilingual Countries
Simple Countries
Multilingual Countries
•Algeria•Belgium•Canada•Hong Kong•India•Morocco•Singapore•South Africa•Switzerland•Tunisia
Simple Countries Multilingual
Options:
1. Local Domains
2. Dot Coms + Google Webmaster Central
3. Dot Coms + Local Hosting + Local Links
Options:
1. Local Domains
2. Dot Coms + Local Hosting
Do NOT use Webmaster Central!
Watch Out for Duplication
Potentially Duplicate Locales
•Create An Individual Language Flavourfor Each Locale You Wish to Target•No Index The Rest (If Duplication matters)
LocalLinks
Use Local Domains
SearchEngineSettings
Link Building Doesn’t Work...
...Without Good Content
Local links
Local links
Local links
@andyatkinskruge
@webcertain