same, same, but different - international search marketing
DESCRIPTION
‘Same, same, but different – international search marketing’, looks at the many facets of how you can increase online visibility in international markets. It also shares some of the differences you need to embrace when it comes to localisation and provides insights on the existing methodologies required for international search success. This presentation was one of the key speaker sessions at the International Trade Expo 2014.TRANSCRIPT
June 2014
John Sellwood@obansearch
SAME SAME BUT DIFFERENT
INTERNATIONAL SEARCH
MARKETING
About Oban
Established in 2002, Oban are a leading multilingual search and conversion agency
Purist in our approach to cultural marketing
Operate in more than 30 markets, creating campaigns for markets and people – not just languages
Anti-translation and anti-replication – one size does not fit all.
Leading educators in international search &and conversion
THE BIG SECRET
YOU ALREADY KNOW IT
CUSTOMER CENTERED CAMPAIGNS
Your customer’s…
Culture
LinguisticsMessaging
Behaviours
Right time, place, device
IntentMotivations
Options
CompetitorsAlternatives
Interests
ProductsSocial activity
Sphere of relevance
Minimising wastage
ImmediatelyOngoing
Local knowledge & insight
ONE SIZE DOES NOT FIT ALL
THE BIGGEST BARRIERS
LANGUAGE IS ONLY PART OF THE ISSUE
0% 2% 4% 6% 8% 10% 12% 14% 16%
Fear of losing your IP
Lack of overseas operations
Corruption
Experience
Finding suitable staff
Taxation / tariffs
Lack of knowledge
Finance
Languages
Local compliance
Source: International Trade Survey 2014
ONLY IN BRITAIN…
WHAT DOES IT MEAN IN PRACTICE?
• KEYWORD STRATEGY
• MESSAGING
• CONTENT STRATEGY
• PRODUCT SELECTION
• CAMPAIGN / SPEND PRIORITISATION
GO WHERE THE PEOPLE ARE
Americas, Africa and West & Central
Europe
Google, Bing
Middle East
Google, Yahoo!, Rediff
Eastern Europe
Google, Yandex, Seznam, Rambler
Asia
Baidu , Naver, Daum, Yam, Yahoo! Japan, Sina, Sohu
WHAT’S YOUR FAVOURITE POSITION?
Google.com Google.cn Baidu
SEO CONSIDERATIONS
• HOW MUCH CONTENT IS REQUIRED
• OPTIMISATION STRATEGY
• LANGUAGE
• LINK BUILDING?
KEYWORDS
• NOT DIRECTLY TRANSLATED
• DRIVEN BY LOCAL INSIGHT
• HYBRID LANGUAGE?
• COLLOQUALISMS?
• GREAT FOR UNDERSTANDING INTENT
WHY LOCALISE? HYBRID LANGUAGE
Phrase Volume Country Language
Cheap flights 4,400 Italy English
Cheap flight 880 Italy English
Voli economici 33,100 Italy Italian
Offerte voli 22,200 Italy Italian
Compagnie low cost 14,800 Italy Italian
WHY LOCALISE? ACRONYMS
ARSE
cronymsesult inurprisingxceptions
BYOD (almost everywhere) vs. AVEC (only in France)‘Apportez votre équipement personnel de communication’
WHY LOCALISE? ADOPTED LANGUAGE
“Handy”
AD-COPY & MESSAGING
ARE YOU LACTATING?
AD-COPY & MESSAGING
SCHWEPPES TOILET WATER
AD-COPY & MESSAGING
BRING YOUR ANCESTORS BACK FROM THE DEAD
AD-COPY & MESSAGING
CUE – A FAMOUS FRENCH PORN MAG
AD-COPY & MESSAGING
Use locals, and their local knowledge to ensure your messaging is:
• Linguistically fit for purpose• Relevant• Resonant
LOW HANGING FRUIT
• SEARCH IS GREAT FOR UNDERSTANDING CUSTOMER NEEDS
• FOCUS ON AREAS THAT ARE ‘QUICK WINS’
• TAILOR MESSAGING AND CONTENT TO BEST MEET THE USER NEED
LOW HANGING FRUIT
LOW HANGING FRUIT
LOW HANGING FRUIT
TECHNICAL SEO STRATEGY – TOP 5
• DOMAIN STRATEGY
• DUPLICATE CONTENT
• LANGUAGE SETTINGS
• .COM OUTRANKING LOCAL SITES
• SITE SPEED
TECHNICAL SEO STRATEGY
DOMAIN STRATEGY
example.com/fr vs. fr.example vs. example.fr
Folder Subdomain ccTLD
Inherited domain authorityGEO Target BonusMaintenance CostPage Rank
TECHNICAL SEO STRATEGY
AVOIDING DUPLICATE CONTENT LANGUAGE TAGS & SETTINGS
TECHNICAL SEO STRATEGY
• GIVE SEARCH ENGINES CLEAR SIGNALS ON WHO THE CONTENT IS FOR
• USE REL=“ALTERNATE” “HREFLANG=X” TAGS
• UPDATE .XML SITEMAPS
• ENSURE CORRECT LANGUAGE SETTINGS IN WEBMASTER TOOLS
CONTENT
SAME: HIGHLY RELEVANT, ENGAGING SHAREABLE CONTENT AT THE HEART OF A MODERN SEARCH STRATEGY
SAME: CONTENT THEMES DETERMINED BY USER INTENT & INTERESTS
DIFFERENT: PEOPLE
THE METHODOLOGY STAYS THE SAME, IT’S HOW TO ENGAGE THAT CHANGES
IT’S BIGGER THAN SEARCH
32
• ONSITE USER EXPERIENCE
• PAYMENT METHODS
• SERVICE EXPECTATIONS
• FULFILLMENT
• OFFLINE MARKETING
Advertising people who ignore research are as dangerous as generals who ignore
decodes of enemy signals.
David OgilvyFounder of Ogilvy and Mather
CUSTOMER CENTERED CAMPAIGNS
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Your customer’s…
Culture
LinguisticsMessaging
Behaviours
Right time, place, device
IntentMotivations
Options
CompetitorsAlternatives
Interests
ProductsSocial activity
Sphere of relevance
Minimising wastage
ImmediatelyOngoing
Local knowledge & insight
John SellwoodHead of New Business
+44 (0)1273 [email protected]
www.obanmultilingual.com
@obansearch