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

dminenko@shaw.ca

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?

Thank You!

Please stay in touch!

Email: dminenko@shaw.ca

Twitter: @dminenko

URL: www.dminenko.com