SASCONManchester 2010

Bas van den Beld

Running a Pan-EuropeanSearch Campaign:More than (key)words

One sheet about me• NetTraject• Historian• Search & social strategy

expert, blogger, trainer, speaker

• Radioshow• Founder Searchcowboys• Founder

Stateofsearch.com• International blogger• European

Europe: a potential big market

Europe, a complicated continent

50 countries in Europe

EU has 23 languages

Many countries with multiple languages

Over 200 languages in total

Example

Netherlands: 2 languages, 9 dialects

Belgium: 3 languages

Spain: 4 languages

In total over 1000 different languages & dialects

Americans don’t get Europe

More than words

History shows…

All Europeans are different

Europeans have different lifestyles

Even within countries

Translate this to search

You cannot target every European the same way

Every European looks for different things

Germans are privacy sensitive

Russians are looking for friends

You cannot target every European the same way

Things you can do

Research your languages

Things you can do

Don’t just translate

Things you can do

Hire natives, for language….

Things you can do

…but also to point you in the right directions

Things you can do

Set up country sites

Things you can doColors matter!

Know the history and culture

Know who you are targeting

Make it fit

Target specific

Think outside

Dare to look in different directions

Questions?www.stateofsearch.comwww.basvandenbeld.comwww.nettraject.nl

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