Collecting Evidence from a Running Computer - SEARCH - National
Running a Global Search Campaign
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Transcript of Running a Global Search Campaign
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The Top Five Hottest Tips of International Search
Prepared by:
Andy Atkins-Krüger - CEO, WebCertain Group
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Andy Atkins-Krüger, CEO, WebCertain Group LtdStockholm – Dubrovnik – London – Seattle – New York – Shanghai –
Oslo – Moscow – Mumbai – Berlin – San Jose – Reykjavik – Las Vegas – Berlin– Manchester – Hamburg
Managing Editor – www.multilingual-search.com
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What We Do?• Centralize & benchmark global search• SEO, SEM, Social Media, SEO-Localisation• Single time-zone – central hub
• WebCertain trained in-house search marketers• Native in 36 languages• International Only (Since 1997)• Multilingual processes at all times
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WebCertainLocations
WebCertain ASSales ScandinaviaOslo
WebCertain Technical CentreProgramming unitKolkata
WebCertain ChinaLaunch Autumn 2010Beijing / Xiamen
WebCertain GroupWorld Language HubOperations CentreUnited Kingdom
WebCertain LLCSales USALos Angeles
WebCertain PolandSales operation Eastern EuropeWroclaw
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1: Great Research & Planning
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SEO and 3 Cs
Connections
Compatibility
Content
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SEO and 3 Cs
Connections
Compatibility
Content
Culture
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Searching And ConnectingAre Fundamental Human Needs
Everywhere
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All Peoples Are Equally Sophisticated, Impatient And Lazy
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Trust is Built Through Cultural Relevance and Dealing with Environmental Factors
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User Behaviours are Environment Driven and Buying and Paying are Environmental Factors
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The Roll-Out Scorecard
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2: Google Is NotEverything
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The Others You Need To Know!
64%
68%
48%Czech Republic
Russia
China South Korea
62%
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Mobile Reaches Other Parts
Source: Admob
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Quick Case Study
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2005 2006 2007 2008 2009
Total Annual Organic Visitors
14 Languages – 20 Countries
• Year 1: +21%• Year 2: +84%• Year 3: +43%• Year 4: +69%• Total: +444%
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3: Don’t Abuse Keywords
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Keywords
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Language Content & Presentation
Spidering & Site Maps
Language Detection
Language Dependent Processes
Index & Query Response
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Keywords Cannot Be Translated
Guilty
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Who Has The Shortest Long Tail?Shortest Tails Longest Tails
Romance
Scandinavia
English
Dutch / German
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Input Methods Drive Behaviour – Including Mobile, PC and Tablet
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Fussballschuhe
voetbal schoen
football boots
scarpe da calcio
botas de fútbol
футбольная обувь
Plurals
Prepositions
Accents
Alternate spellings
Disaggregation
Inflection
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Language Issues Are Language Specific
*German language impact on SEO and PPC
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4: Have AContent Strategy
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How Important is Search?
“Marketing content which is not available to search engines isn’t worth localising. Period.”
Andy Atkins-Krüger
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Map Keywords To Pages
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Never Look At ONE Page Out of Context
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Use Keywords To Drive And Frame Your Content
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Creative Copywriting Is Not The Answer
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Three Types of Content
Translated Content
Modified & UpdatedContent
Freshly CraftedContent& UGC
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NO Compromise Needed Between Search
Engine and User
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Best Practice SEO Localisation
Business Objectives
Product Development
Marketing Messages &
Content
SEO-Localisation Strategy
Plan
Content Selection &
Planning
Terminology & Glossary
Management
SEO Meta-Content &
Tactical SEO
Content Localisation
Glossary
Metrics, SEO & Content Feedback Loop
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SEO-Localisation Strategy & Plan
Objectives - Organic
Visitors and Visibility
Keyword Research
Gap Analysis
Terminology & Glossary
Keyword Map
Metrics
Content Requests to HQ
Specifies Page Level Keywords
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Language Right To Left
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Watch Out For Calendars!
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Well Done Saudi Air!
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5: Effective Geo-Targeting Strategy
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What Is Geo-Targeting – Simple?
15- 40% Additional Visitors In Each
“Appearing in front of ALL relevant searchers”
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What Is Geo-Targeting – Complex?
The Web Is NOT The Same Everywhere!
“Appearing in front of ALL relevant searchers”
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How Does Google Filter “The Web”?
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Billigflug: Google.de v Google.co.uk
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Billigflug: US v Germany
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Billigflug: Austria v Germany
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Lufthansa: Google.co.uk – Google.de
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‘Keyword Language Tag’?
CasserolesEnglish
GB CasserolesFrench EU
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How Does Google Filter “The Web”?
1.By Google Domain (Redirected by IP)
2.By Keyword Language Tag
3.By IP Location
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Language?
Country?
Mixed?
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WorldLanguage?
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WorldLanguage?
French
Spanish
English
German
ArabicPortuguese
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Target Polish –You Get Poland& Polish EmigrantsEverywhere
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World Language Local Language
Options:
1. Local Domains Representing Language
2. Dot Coms + Google Webmaster Central
3. Dot Coms + Local Links + Local Hosting
Options:
1. Local Domains
2. Dot Coms + Local Hosting
Do NOT use Webmaster Central!
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Russia - Yandex China - Baidu
1. Local Domains
2. Dot Coms + Set Yandex Region
3. Dot Coms + Local Hosting
1. Local Domains + Local Hosting (Not Hong Kong)
2. Dot Coms + Local Hosting + Set Baidu Region
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Country?
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Multilingual Countries
Simple Countries
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Multilingual Countries
•Algeria•Belgium•Canada•Hong Kong•India•Morocco•Singapore•South Africa•Switzerland•Tunisia
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Simple Countries Multilingual
Options:
1. Local Domains
2. Dot Coms + Google Webmaster Central
3. Dot Coms + Local Hosting + Local Links
Options:
1. Local Domains
2. Dot Coms + Local Hosting
Do NOT use Webmaster Central!
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Watch Out for Duplication
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Potentially Duplicate Locales
•Create An Individual Language Flavourfor Each Locale You Wish to Target•No Index The Rest (If Duplication matters)
LocalLinks
Use Local Domains
SearchEngineSettings
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Link Building Doesn’t Work...
...Without Good Content
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Local links
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Local links
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Local links
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@andyatkinskruge
@webcertain