search marketing theatre; leveraging integrated search for international organisations

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Leveraging Integrated Search for International Organisations

Martin Dinham - Guava Matt Whelan - Guava

Leveraging Integrated Search For International Organisations

Martin Dinham

Matt Whelan

‹#› | Copyright Guava Limited

12 years market leading digital marketing experience

Full-service Digital Performance Marketing Agency• Search Engine Optimisation• Paid Search

• Display Advertising• Web Analytics• Facebook Advertising• Social Media Marketing

Part of the NetBooster Agency Group• Europe’s largest independent digital marketing agency• 500+ employees worldwide


Our Global Coverage

Office Locations


Our clients

Things you should consider to successfully implement a multi-territory, integrated search marketing strategy


The challenge

› Structure

› Language

› Market differences

› Technology

› Campaign Integration

› How do we deploy across multiple countries effectively?

Structure


Central Guidance

Budget

Creative

Tech

Budget

Creative

Tech

Budget

Creative

Tech

Budget

Creative

Tech

Budget

Creative

Tech Budget

Creative

Tech

Local Implement-ation





Localised

Centralised


Centralised or localised?

›Where is the marketing resource located?

›Who is paying for the activity?

›Will your technology support this structure?

›How much of a hybrid structure do you need?


Domain structure deployment options

› Separate country TLD's vs. central site with country subfolders

› Use one site with sub-folders for each language (ie. .com/language)

› Use a separate country tld for each country (.fr .be .de .ch)


Can create duplicate content (.fr .be .ch)

Cannot benefit from centralised link trust (links go to each separate domain)

Can create a negative impact if a German speaking Belgian lands on your .be site written in French

Local TLD’s (.co.uk, .fr, .de etc.)

Instantly relevant for the appropriate Google search engine

The domain could potentially be hosted in the specific country

In some locations a local TLD has a demonstrable increase in PPC ad CTR

Pros Cons


The .com is not instantly recognised as relevant for the different country search engines

The server/IP can only be located in one country

For geo-located services this can pose a problem (A car hire page in German may have to serve many markets)

Central domain (.com/language)

All inbound links build relevance to one site, maximising authority

Limits duplicate content (ie. French in .fr, .be and .ch)

Avoids nationality issues (flags) and concentrates on language

Pros Cons

Languages


Develop quality content

› Quality content is central to an effective integrated search strategy› For Organic Search, develop a content strategy:

› On site content targeted at longer tail keywords› Creative off site content targeted at higher volume, link building

keywords› High quality content means it is helpful to the user, not simply

written for search engines.› For Paid Search, Ad copy should be:

› Compelling enough to differentiate your business and drive relevant traffic

› Regularly refreshed and rotated to identify the ads with best performing CTRs

› Delivery requires native speaking creative resource who understand the principles of search marketing


Content creation - localisation vs. translation

Breakfast

Lunch

Evening Meal

déjeuner

dîner

› Keyword research must be carried out independently in each market – do not rely on translation


Copy creation - localisation vs. translation

› Site & ad content must originate from search savvy, native speakers or the opportunity to maximize its impact is compromised.

› Colloquialisms are inherent in search.› The most effective ads often use quirky phrases when appropriate

for the brand, if you aren’t a native speaker you just won’t be able to get this right.

› Some messaging will have no direct translation at all› “10% off” cannot be directly translated into Polish, the localisation

would be “10% less”

Local technology adoption


Local technology adoption

› Technology adoption - not all markets will have the same level of technology support.


This is true for the web itself

› Differing levels of web sophistication & usage require different approaches

› Effective link building strategies differ from country-to-country

› AdWords product roll-out is impacted by where your account originates

› Using someone with expertise in what already works and what does not will save time and maximise budget efficiency.

Market Differences


Your search engine priorities will vary by market


Optimise content accordingly. Paid & natural listings will appear differently


Understand local market seasonality

Integration


Integrated Search

Beware “last click” attribution

Don’t look at channels in isolation

Try and find “one version of the truth”


Whose conversion?

Display Impression

Generic PPC Click

Remarketing click

Natural Search Click

Branded PPC Click CONVERSION


...ask your agencies?

Display Agency

Display Impression

Generic PPC Click

Remarketing click



PPC Agency

Display Agency

SEO Agency

PPC Agency


...ask your technologies?

Display Agency

Display Impression

Generic PPC Click

Remarketing click



PPC Agency

Display Agency

SEO Agency

PPC Agency

PPC Bid management toolDisplay Ad Server


Look at cross-channel interaction


Integration will give you a competitive edge

› Integrate the creative execution of search & display› Let one channel inform another, from keyword discovery to CRO› Integrate reporting to find the incremental uplift provided by INTERACTION

› NOT about finding an attribution model

45%

46%

9%

No integration Some integration Full integrationEconsultancy / Guava UK Search Engine Benchmarking Report 2011http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-reportEconsultancy / Guava UK Search Engine Marketing Benchmark Report

http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report

http://econsultancy.com/reports/uk-search-engine-marketing-benchmark-report

Agency/partner selection


Agency/partner selection

› Select partners who have the infrastructure, experience and expertise to add the most value.

› Ensure your partners understand the complexities of multi-country projects.› Make sure they’re not simply proposing a one off translation exercise

of your English keyword portfolio. You can’t optimise effectively in this way i.e. search query reports.

› Ensure your agencies/partners are communicating with each other regularly in each country.

› Make sure your search agency has relationships with the relevant local search engine offices.


The Proof • Traffic increased by 600% for the campaign period

• 8 million unique visitors accessing 47.9 million pages

• 80,000 + referrals every month across social media channels

• A consistent natural search growth of 10% every month during the campaign period

The Proof • October 2010 – October 2011 keywords in the top 10 search results increased by 246.4%, with 62% of those keywords achieving a top 5 ranking.

• Strong growth in rankings for Argos’ technology based items such laptops, mp3 players and big ticket items such as beds, garden furniture and sofa beds.

WINNERS:Innovation in SEO

Thank you!

[email protected]@guava.com

mailto:[email protected]

mailto:[email protected]

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