Planning International SEO and PPC Campaigns For Better Global Visibility - Seattle, 2012
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Transcript of Planning International SEO and PPC Campaigns For Better Global Visibility - Seattle, 2012
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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
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If we all agree that…
“SEO is a Marathon, Not a Sprint“
(Search for this phrase in Google returned 7,070 results)
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…then
International SEO must be a super-
marathon combined with hurdles track
and field.
Right?
Well, it depends
on your goals
and markets…
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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
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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.
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International SEO and PPC Campaigns at Tourism BC
International Versions of HelloBC.com
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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
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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.
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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
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Research and Identification: Define your Goals and KPIs
• Branding
• Lead Generation
• Sales/Export
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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
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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
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Research and Identification: Where to look for info
www.InternetWorldStats.com
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Research and Identification: Where to look for info
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Research and Identification: Where to look for info
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Research and Identification: Google Global Market Finder
Combination of 3 tools:
• Google Translate
• Google Keyword
Suggestion tool
• Google Traffic Estimator
translate.google.com/globalmarketfinder/
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Research and Identification: Google Global Market Finder
translate.google.com/globalmarketfinder/
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Research and Identification: Competitive Intelligence
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Research and Identification: Competitive Intelligence
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Research and Identification: Competitive Intelligence
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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
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Testing and Evaluation: Get A Partner / Freelancer
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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
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Testing and Evaluation: Localization Of The
Content/Ad Copies
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“Big N’ Tasty” - Macdonald’s menu translation in Moscow
Testing and Evaluation: Localization Of The
Content/Ad Copy
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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.
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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.
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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
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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
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Penetration and Expansion: The Countries Facebook
Doesn't Dominate
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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
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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
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Case Study: Facebook PPC Campaign
Results: 35 leads, almost 10% Conversion Rate
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Questions?