search engine optimization link building on-page optimizationGlobal SEO

multilingualmultilingual social media optimizationtranslation

Global SEO

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internationalon-page optimization

link building eCommercelocal searchAn IntroductionT Gl b l SEOsearch engine optimization

multilingual Global SEO social media optimizationlink building on-page optimizationglobalization analytics

Matthias E Zeitler

To Global SEO

Global SEO

gtranslationon-page optimization

Matthias E. Zeitler05 November 2010

international link building eCommercelocal search

globalization analytics li k b ildi

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g analyticssearch engine optimization translation

link buildingGlobal SEO

Agenda

• What is SEO and why does yit matter?

Wh i Gl b l SEO?• What is Global SEO?

B h ki li• Benchmarking online marketing

• A roadmap for your Global SEO campaigns

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Search Marketing

SEO vs. PPC:• SEO: Fixed cost / PPC: Variable costGoogle Adwords

• SEO provides more traffic (86% organic vs. 14% Adwords)PPC

ads• SEO is more effective than PPC (52% vs. 48%, eConsultancy Study)

• SEO hips to build and reinforcesSEO

lt • SEO hips to build and reinforces brands (Recall, Attribution, Honda Study)

• PPC is getting more expensive

results

• PPC is getting more expensive (10-30% increase for 48% of all keywords annually (eMarketer Study)

PPC i i t t SEO t k ti

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• PPC is instant, SEO takes time

You need to be on the first page!

„ According to a study from Jupiter Research for Yahoo, 68% of people try another search if they can‘t find what they want on the first page of search results. “

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Source: Yahoo, iProspect, and JupiterResearch, June 2008

How to get on the first page?

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Important Ranking Factors

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Important Ranking Factors

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Lots of On Page factors can prevent good rankingBut Off Page factors boost you past the competition!

Off page Factors

Linkbuilding has the biggest impact on ranking, once all on page factors are resolved.

Source: http://www.seomoz.org/article/search-ranking-factors

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Keywords

Goal:Identify relevant keywords with a good amount of search queries that has less than average competition (KEI = Keyword Effectiveness Index)than average competition. (KEI = Keyword Effectiveness Index)

Authors and translators normally do not do SEO keyword research.Translation aims to identify the ‚correct‘ word, not the one with the most traffic.It is necessary to enrich onsite content and to consider SEO aspects.

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y p

“Network storage devices”

Organic results in search engines make a huge difference

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Organic results in search engines make a huge difference. Competitors cannot buy the same amount of targeted traffic via Adwords! Also branding is an important consideration.

Global SEO

“56 2 percent of cons mers sa that the abilit to obtain information in their

“If I am selling to you, I must speak English. But if you are selling to me, dann müssen Sie Deutsch sprechen.”

Willi Brandt, German Chancellor, 1969-1974

“56.2 percent of consumers say that the ability to obtain information in their own language is more important than price.“

Can't Read, Won't Buy: Why Language Matters on Global Websites

“Websites tailored linguistically and transactional to the residents of one country can address, at most, 20 percent of the total world online population.”

Website Globalization: The Availability Quotient

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Benchmark the company

Less organic rankings. 3800 vs. 644 keywords in top 30 results.

Reduced amount of Adwords used for PPC ads. (1100 vs. 235)

All this information is available for ANY company on the web!p y

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Benchmark the market

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Global SEO todayWho owns Global SEO?

In most companies marketing owns SEO and the localization department ownsand the localization department owns website translation, but who owns Global SEO?

Th l f i th t ff

One supplier for each country

There are only very few companies that offer multilingual SEO for international markets – none of them are translation companies.

Companies have to either manage one SEO p gagency per country or each regional office is doing their own SEO projects

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Global SEO and Localization

Lots of common topics (and tools):Keywords, Content Strategy, LanguageIntegration with terminology, author memory, translation memory and workflow is required.

Natural extension:WCMS: Enable global contentTMS Translate global contentTMS: Translate global contentGlobal SEO: Get people to read the content

Sh ld b t f th l li ti tShould be part of the localization team:Increases visibility of L10N effortManaging Global SEO is very similar to managing translation

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Audit Your Global SEO Strategy

Audit area Topics

Is your company ready?

Audit area Topics

Technology ‐ On‐Page HTML, Meta‐Tags, Content Density, Site Structure

Visibility ‐ Index Coverage Distribution, Syndication, Listings, Inbound and Outbound Links

Campaigns ‐ Traffic Patterns Pay‐Pay‐Click, Banner Adverts, Partnerships

Multilingual Strategy Language Strategy, Keywords, Domains/Hosting/CDN

Competition ‐ Process Benchmarking, RankingCompetition  Process Benchmarking, Ranking

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Benchmarking Data

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Benchmarking ResourcesFree top 500 country profiles and tool (coming very soon):http://www.marktheglobe.com/seo-top500

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Your SEO Campaign

A simple SEO project consists of different, clearly defined steps like: Benchmarking & Strategy Analytics & Controlling Keyword Analysis OnPage FactorsLinkbuilding / Off page

Article marketing & user generated content Social Bookmarking & Directory Submission LinkWheels & Web 2 0 profiles LinkWheels & Web 2.0 profiles Press releases

QA & Reporting

Remember:• Lots of best practices available (SEMPO, eConsultancy, SEOMoz,.. ).• Effective SEO does not require secret expert voodoo recipes!

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Thank You

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