© Search Laboratory Ltd 2013. All rights reserved.

Leeds T: +44 113 212 1211

London T: +44 207 147 9980

Global SEM // SEO // Content MarketingSES Chicago – November 2013

@searchlabs @jreadman

London // New York // Leeds

Agenda

Who are Search Labs?

What is the opportunity?

How to identify growth markets?

Process & practical steps to take

Q & A

@jreadman // @searchlabs

Global Search Marketing Experts – Content // SEO // PPC // CRO

PPC then Content & SEO

150+ clients, 18 countries working in 35 Languages

“Science” NOT “Art” – ROI & profit focused

Ethical, transparent and sustainable approach

Smart Software & Smarter People

162 full time staff and 25 part-time

Global online ecommerce & lead generation specialists

Search Laboratory

@jreadman // @searchlabs

What we do….

….globally in any language

@jreadman // @searchlabs

What we do….

….globally in any language

@jreadman // @searchlabs

What we do….

….globally in any language

@jreadman // @searchlabs

What we do….

@jreadman // @searchlabs

B2B Clients

@jreadman // @searchlabs

B2C - Clients

Global SEM & SEO Opportunities

@jreadman // @searchlabs

Global ecommerce stats… now…

@jreadman // @searchlabs

Global ecommerce stats… the future…

Researching target markets

@jreadman // @searchlabs

Who’s Online…. On What Device?

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012* 2013*0

10

20

30

40

50

60

70

80

90

10096.2

38.8

16.5

29.5043327264554

9.8

Global ICT developments, 2001-2013

Mobile-cellular telephone subscrip-tionsIndividuals using the InternetFixed-telephone subscriptionsActive mobile-broadband subscrip-tions

Per

100

inha

bita

nts

Note: * EstimateSource: ITU World Telecommunication /ICT Indicators database

@jreadman // @searchlabs

Who’s Online

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012* 2013*0

10

20

30

40

50

60

70

80 77.7

41.3

28.0

DevelopedWorldDeveloping

%Percentage of households with Internet access

by level of development, 2002-2013

The developed/developing country classifications are based on the UN M49, see: http://www.itu.int/ITU-D/ict/definitions/regions/index.htmlNote: * EstimateSource: ITU World Telecommunication /ICT Indicators database

@jreadman // @searchlabs

2012 → 2016

Ecommerce growth globally

@jreadman // @searchlabs

50%49%

68%

49%

138%229%

2012 → 2016

Ecommerce growth globally

@jreadman // @searchlabs

Identifying Markets

BDO

Search Labs

@jreadman // @searchlabs

Internet Penetration

@jreadman // @searchlabs

2%

5%

10%11%

13%

15%

18%18%20%

29%

UK China GermanyFrance US Spain Russia Italy Brazil India

Online as a % of total ad spend

@jreadman // @searchlabs

@jreadman // @searchlabs

Finding Your Global Search Market

@jreadman // @searchlabs

How to identify markets

@jreadman // @searchlabs

Identifying Markets

BDO

Search Labs

@jreadman // @searchlabs

Identifying Markets

BDO

Search Labs

@jreadman // @searchlabs

Identifying Markets – Invest in Proper LOCAL Research

Local Market Opportunity

Keyword Research

Relevancy and volumes

Competitor Analysis

Pricing

Product/Service offering

Delivery

Marketing strategy & techniques

@jreadman // @searchlabs

Not just Google

@jreadman // @searchlabs

Testing the Local Market

@jreadman // @searchlabs

Localizing Your Website

ProductsBusiness

Logic Website

SEO

PPC

Display

Affiliates

Social

Email

Generate traffic

@jreadman // @searchlabs

Don’t use automated translation services

@jreadman // @searchlabs

Don’t use automated translation services

@jreadman // @searchlabs

Cultural Nuances

@jreadman // @searchlabs

Global Traffic Sources

@jreadman // @searchlabs

Driving Local Profitable Traffic

SEO, PPC, Display Ads, Affiliates, Social, Email etc….

Test the market with localized PPC once you have a

fully localized website/landing page – A/B test, learn &

refine

Localize site & all content with future SEO in mind.

@jreadman // @searchlabs

Is Partial Localization an Option?

PPC in Spanish

Landing on US English site

High Cost

Low Conversions

Do it properly or not at all

@jreadman // @searchlabs

Localization NOT Translation

@jreadman // @searchlabs

Localization and SEO

On-going living process – NOT a one off exercise

@jreadman // @searchlabs

Localizing Your Website…it’s not just the words

Sneakers/Pants/Thongs/Fanny-pack

Postcodes in Ireland

Credit Cards in Germany

Cash in Russia

Currency – Scandinavians aren’t keen on the €

Local import regulations & taxes

Google is in Hong Kong but not China

@jreadman // @searchlabs

Summary

Research your potential markets

Utilize online tools

Plan and research properly

Localize fully – not just “translation”

On-going mother-tongue SEO and PPC

@jreadman // @searchlabs

Whitepaper & Quiz

@jreadman // @searchlabs

Q & A - Contact Details