international seo: optimisation for different search engines & territories
DESCRIPTION
Tough regulation around advertising for gaming brands/sites means SEO remains one of the best ways to drive new acquisitions and build international brand awareness especially as there is still value in optimising for other, less competitive search engines. Attend this session to learn which search engines rule in territories around the globe and discover how to build a workable plan for International SEO in order to succeed in making your brands next big push into the international non English speaking search landscape. Jon Murphy, Senior Account Manager, OBAN MultilingualTRANSCRIPT
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www.obanmultilingual.com
International SEO:
Optimisation for Different Search Engines & Territories
2010Oct
OBAN Multilingual
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www.obanmultilingual.com
PRESENTATION BRIEF
Purpose of Workshop / Talk
• Provide an understanding of international search… how it works and what your top considerations should be.
• Provide an understanding of non-Google Engines, where they are… and how they operate. Case study - Russia
• Introduce Other traffic drivers – Local Social Media
• Learn how to maximise on-site conversions per market
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www.obanmultilingual.com
PRESENTATION BRIEF
Overview of Presentation
• Multilingual SEO – The Main Considerations and Tips
• Local Search Engine Landscape
– Where they are
– How they operate and top tips
• Market Sizes and Opportunity
• On-Site Conversions Optimisation by Country
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www.obanmultilingual.com
t
• Multilingual SEO/SEM agency
• Teams in 29 Countries
• Multinational Client Base
• IAB (Internet Advertising Bureau)
• E-Consultancy
ABOUT US
About us
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GLOBALMAXER
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RETAIL / BRAND EXPERIENCE
RELEVANT EXPERIENCE / CLIENTS
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MULTILINGUAL SEM
• Keyphrases : Cultural variants
• Search Engines
• Content
• Domain Names / Localisation
• Global Social Media
What is Multilingual SEM?
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LANGUAGE OF INTERNET USERS
…1.2 Billion users don’t speak English
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Phrase Volume Country Language
Poker 246,000 Finland English
Pokeria 4,400 Finland Finnish
Pokeri 33,100 Finland Finnish
Nettipokeria 4,400 Finland Finnish
Nettipokeri 3,600 Finland Finnish
Online pokeri 720 Finland Finnish/ English
Online poker 5,400 Finland English
Finish search for ‘online poker’ and ‘poker’:
KEYWORD RESEARCH
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Phrase Volume Country Language
Cheap Flights 4,400 Italy English
Cheap Flight 880 Italy English
voli low cost 246,000 Italy Italian/English
voli economici 33,100 Italy Italian
offerte voli 22,200 Italy Italian
compagnie low cost 14,800 Italy Italian
Italian Search: ‘Cheap Flights’:
Global Content: Search behaviour
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Country Internet population Penetration Growth (2003 – 2010)
China 420,000,000 33% 800%
Russia 45,300,000 32.3% 850%
Germany 65,100,000 67.9% 121%
UAE 2,900,000 60.9% 132%
Poland 22,200,000 55% 400%
France 44,600,000 69.3% 310%
Denmark 4,600,000 80.2% 100%
US 246,800,000 74.2% 120%
MULTILINGUAL SEO
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MARKET OPPORTUNITIES
France
• New Legislation Allows Non-Domestic Gaming Sites
• €107 Million Euros from World Cup
• Expected Online Revenues to be €2bn by 2015
• ¼ of Expected Applications Received
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DEMOGRAPHICS
• UK Gambling market well established
• Variety of age groups engaged
• French market due to legislation slower moving
• As such, younger audience leading the way
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• Gender split well entrenched in the UK
• Only ‘bingo’ offers Female lead
• As Bingo becomes popular in France, the traditional female skew fails to appear
• 51% Women search on ‘free poker’ (31% in the UK)
DEMOGRAPHICS
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MARKET OPPORTUNITIES
France
• Conduct localised keyword research
• Localise site to audience and offerings (don’t translate!)
• Google has 90% market share
• Localised, quality link building is essential
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MARKET OPPORTUNITIES
Finland
• Gambling Restrictions High
• State Owned Monopoly’s
• Non-local operators allowed with offshore hosting
• Non-local operators have more attractive offering
• Finnish players spend well!
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MARKET OPPORTUNITIES
• Google 98% market share• Easier with good strategy for non-local operators to succeed
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SEARCH ENGINES
Search Landscape
• Americas and West & Central Europe - Google
• Eastern Europe – Google, Seznam, Rambler, Yandex
• Middle East – Google, Yahoo!, Rediff
• Asia – Baidu, Naver, Daum, Yam, Yahoo!, Sina, Sohu
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INTERNATIONAL SEARCH ENGINES
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YANDEX
YANDEXYANDEX
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• Domains
• Speed
• Regional Targeting
• Indexing
• Flash & Java Script
• Regional Targeting
• Meta Data
YANDEX
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LOCAL LINK BUILDING
Build Links to LOCAL SITES
Quantity / Quality
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INTERNATIONAL SEARCH ENGINES
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INTERNATIONAL SEARCH ENGINES
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• Eye Tracking Study: Heatmaps• ‘Box Scanning’ v ‘Google’s Golden Triangle’
Source: Enquiro Research
INTERNATIONAL PPC
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SOCIAL MEDIA
BROADBAND PENETRATIONBROADBAND
PENETRATION
USER CREATED PROFILE
USER CREATED PROFILE
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SOCIAL MEDIA
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SOCIAL MEDIA
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SUMMARY
Summary
• World of Internet Usership and Search Hugely Diverse
• Research and Understanding Local Behaviours is Key
• Multilingual SEM Looks at SEM by Market not by Language
• Look at Emerging Gaming Markets
• Be Aware of Online Spends (total and individual) in those Markets
• Google Instant – Localisation never more important
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ON-SITE CONVERSION
Obvious next step is converting users
What is right for this culture/city/user?
Typical conversion rate is 4%
Multivariate testing can double that
Any online conversion metric (sale, signup etc.)
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GLOBALMAXER
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• Mio sites compared:– UK– France– Germany– Italy– Spain
Case Study
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• Mio page components currently being tested:– Larger Page Title
– Page title variation from black to orange (Mio corporate colours)
– Increased size of call to action button
– Swapped position of graphic and call to action button
– Variations of all the above being tested against the original
Case Study
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Case Study
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British French German Italian Spanish
Original
Larger Orange Title 112.5% 87.5% 133.3% 107.1% 83.3%
Larger Title 87.5% 93.8% 122.2% 114.3% 125.0%
Original
Larger Call To Action 260.0% 85.7% 100.0% 76.5% 127.3%
Moved Layout 240.0% 114.3% 120.0% 100.0% 118.2%
Larger Call To Action and Moved Layout 120.0% 128.6% 110.0% 70.6% 109.1%
For the same variations in the localised sites each country responds dramatically differently
percentage conversion compared to the original
Case Study
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Jonathan MurphyAccount Manager
OBAN Multilingual
E-mail: [email protected]
Tel: 0044 (0) 1273 704434
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How to Succeed in International SEOEnd of presentation
2010Oct