planning international seo and ppc campaigns for better global visibility - seattle, 2012
TRANSCRIPT
Planning International SEO and PPC
Campaigns For Better Global Visibility
_________________________________________________________
Dmitriy Minenko, SEM Manager
Wave Maker Marketing
Planning International SEO and PPC
Campaigns For Better Global Visibility
_______________________________________________________
International Search Summit 2012 - Seattle
Dmitriy Minenko, International SEM Specialist
Twitter: @dminenko
If we all agree that…
“SEO is a Marathon, Not a Sprint“
(Search for this phrase in Google returned 7,070 results)
…then
International SEO must be a super-
marathon combined with hurdles track
and field.
Right?
Well, it depends
on your goals
and markets…
Doing SEO Internationally
In many ways doing SEM internationally is similar
to doing business internationally. It takes:
• Planning
• Energy
• Time
• Money
• Commitment to the end result
International SEO and PPC Campaigns
at Tourism BC
• Tourism BC (currently merged with Ministry of
Jobs,Tourism and Innovations of British Columbia) had
offices in UK, Australia, Taiwan, Japan, Germany.
• Market researches were conducted in 9 countries: USA,
UK, Australia, Mexico, Germany, Japan, China, S.Korea,
Taiwan
• Main website HelloBC.com was translated into 6
languages: French, Chinese, German, Spanish,
Japanese, Korean.
• English version of the site was adapted to Britain and
Australian English by local marketing professionals.
International SEO and PPC Campaigns at Tourism BC
International Versions of HelloBC.com
International SEO and PPC Campaigns at Tourism BC
Top Level Domains (TLDs) reserved:
• HelloBC.com
• HelloBC.ca
• HelloBC.co.uk
• HelloBC.co.au
• HelloBC.co.nz
• HelloBC.jp
• HelloBC.co.kr
• HelloBC.com.cn
• HelloBC.com.tw
• HelloBC.de
• HelloBC.com.mx
International SEO and PPC Campaigns at Tourism BC
• International websites were optimized to the best known SEO
principles recommended by local SEM agencies.
• Websites were submitted to Google Australia, UK, Germany, Yahoo
Japan, several national search engines and directories.
• PPC campaigns were run in USA, Canada, UK, Australia, Germany,
Mexico and managed by local SEM agencies.
• Separate PPC campaigns were set up for Olympics-related search
terms.
International SEO/PPC Campaign Roadmap
Step 1: Research and Identification
• Defining your goals and KPIs
• Market research
• Competitive intelligence
Step 2: Testing and Evaluation
• Finding partner / outsourcing
• Partial content/landing page translation and localization
• Localized PPC campaign test run
• First results evaluation
Step 3: Penetration and Expansion
• Full website translation/localization
• TLD reservation, local hosting arrangement
• Customizing SEO/PPC campaigns to strategic markets
• PPC campaign expansion and budget increase
Research and Identification: Define your Goals and KPIs
• Branding
• Lead Generation
• Sales/Export
Research and Identification: Market Research
Choose your Markets. Do your homework.
What you should be looking for:
• Population
• Number of Internet user
• Demographical breakdown of Internet users
• Penetration
• Internet infrastructure (broadband vs. mobile)
• Major search engines, web directories, social networks
• Competition for your products/services
• Local privacy laws / policies
• Local payment options
Research and Identification: Where to Look
• comScore.com
• Nielsen
• www.InternetWorldStats.com
• BuddeComm (www.budde.com.au)
• GreyReview (www.greyreview.com)
• Chart of the Day (twitter.com/chartoftheday)
• National Internet/Telecom associations
• SEO blogs and forums
• International and local SEO conferences
Research and Identification: Where to look for info
www.InternetWorldStats.com
Research and Identification: Where to look for info
Research and Identification: Where to look for info
Research and Identification: Google Global Market Finder
Combination of 3 tools:
• Google Translate
• Google Keyword
Suggestion tool
• Google Traffic Estimator
translate.google.com/globalmarketfinder/
Research and Identification: Google Global Market Finder
translate.google.com/globalmarketfinder/
Research and Identification: Competitive Intelligence
Research and Identification: Competitive Intelligence
Research and Identification: Competitive Intelligence
Testing and Evaluation: Finding SEM Agency
With Local Market Experience
• Better knowledge
of local search
engines, web
directories, social
networks
• Better translation
capabilities
• Better knowledge
of local culture
• More affordable
Testing and Evaluation: Get A Partner / Freelancer
Testing and Evaluation: Localization Of The
Content/Ad Copies
• Probably the most time consuming and challenging task.
• Simple translation usually doesn’t work
• Content/landing pages need to be localized, language-
specific and culture-specific to avoid embarrassing
situations
• Visitors to pages with localized content spend x2 time
long more time
Testing and Evaluation: Localization Of The
Content/Ad Copies
“Big N’ Tasty” - Macdonald’s menu translation in Moscow
Testing and Evaluation: Localization Of The
Content/Ad Copy
Testing and Evaluation: Localized PPC
Campaign Test Run
• Use small targeted PPC campaigns to test your product/service offer.
• Run separate campaigns in both local language and English.
• Create few key web pages translated (localized) and use them as landing pages. Link them to main website.
• Localize your product/service information (white papers, brochure, technical datasheet, etc.)
• Have a personal data capture form placed on the landing page
• Make sure you track visitors, keywords used and conversions using web analytics tools.
• Analyze your initial ROI.
Testing and Evaluation: First Results Evaluation
• Use small targeted PPC campaigns to test your product/service offer in different countries.
• Run separate campaigns in both English and local language.
• Create few key web pages translated (localized) and use them as landing pages. Link them to main website.
• Localize your product/service information (white papers, brochure, technical datasheet, etc.)
• Have a personal data capture form placed on the landing page
• Make sure you track visitors, keywords used and conversions using web analytics tools.
• Analyze your initial ROI.
Penetration and Expansion: Time to Get Serious
• Choose right domain (branded or product name based)
• Reserve ccTLDs for targeted countries (country TLD’s automatically associated with that country)
• Arrange hosting with local company (if possible and affordable).
• Full website content translation/localization
• Mobile website development and localization
• Adapt your SEO/SEM strategy to each market
• Find local language speaking partner (SEO company of freelancer).
• Outsource localized SEO/PPC campaigns management – save time and money, avoid translation mistakes
• Expand PPC campaigns, increase budgets
• Social Media Marketing
• Analyze results, further campaign(s) optimization
Penetration and Expansion: Facebook PPC
• 900 million users (March 2012)
• 82% (742 million) - outside of US
• PPC campaign targeting options– Country
– Age
– Sex
– Likes and Interests
Useful tips:
• Translate ad copy into local language
• Use appropriate images
• Rotate ads regularly
• Track your ROI very carefully
Penetration and Expansion: The Countries Facebook
Doesn't Dominate
Penetration and Expansion: Mobile Advertisement
• In many countries broadband Internet
infrastructure is still not really
developed (China, Vietnam)
• Strong growth in popularity of
smartphones continues
• Facebook: 488 million of mobile users
(April 2012)
• Development of localized mobile
version of your website is strongly
advised
Penetration and Expansion: Mobile Advertisement
• In many countries broadband Internet
infrastructure is still not really
developed (comparing to N. America
or Europe)
• Strong growth in popularity of
smartphones continues
• Facebook: 488 million of mobile users
(April 2012)
• Development of localized mobile
version of your website is strongly
advised
Case Study: Facebook PPC Campaign
Results: 35 leads, almost 10% Conversion Rate
Questions?
