International SEO: Optimisation for Different Search Engines & Territories

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Tough regulation around advertising for gaming brands/sites means SEO remains one of the best ways to drive new acquisitions and build international brand awareness especially as there is still value in optimising for other, less competitive search engines. Attend this session to learn which search engines rule in territories around the globe and discover how to build a workable plan for International SEO in order to succeed in making your brands next big push into the international non English speaking search landscape. Jon Murphy, Senior Account Manager, OBAN Multilingual

Technology Design

International SEO: Optimisation for Different Search Engines & Territories 2010 Oct OBAN Multilingual

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Finish search for ‘online poker’ and ‘poker’: KEYWORD RESEARCH Phrase Volume Country Language Poker 246,000 Finland English Pokeria 4,400 Finland Finnish Pokeri 33,100 Finland Finnish Nettipokeria 4,400 Finland Finnish Nettipokeri 3,600 Finland Finnish Online pokeri 720 Finland Finnish/ English Online poker 5,400 Finland English

Italian Search: ‘Cheap Flights’: Global Content: Search behaviour Phrase Volume Country Language Cheap Flights 4,400 Italy English Cheap Flight 880 Italy English voli low cost 246,000 Italy Italian/English voli economici 33,100 Italy Italian offerte voli 22,200 Italy Italian compagnie low cost 14,800 Italy Italian

MULTILINGUAL SEO Country Internet population Penetration Growth (2003 – 2010) China 420,000,000 33% 800% Russia 45,300,000 32.3% 850% Germany 65,100,000 67.9% 121% UAE 2,900,000 60.9% 132% Poland 22,200,000 55% 400% France 44,600,000 69.3% 310% Denmark 4,600,000 80.2% 100% US 246,800,000 74.2% 120%

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For the same variations in the localised sites each country responds dramatically differently percentage conversion compared to the original Case Study British French German Italian Spanish Original Larger Orange Title 112.5% 87.5% 133.3% 107.1% 83.3% Larger Title 87.5% 93.8% 122.2% 114.3% 125.0% Original Larger Call To Action 260.0% 85.7% 100.0% 76.5% 127.3% Moved Layout 240.0% 114.3% 120.0% 100.0% 118.2% Larger Call To Action and Moved Layout 120.0% 128.6% 110.0% 70.6% 109.1%

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How to Succeed in International SEO End of presentation 2010 Oct

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6. RETAIL / BRAND EXPERIENCE RELEVANT EXPERIENCE / CLIENTS

9. Finish search for ‘online poker’ and ‘poker’: KEYWORD RESEARCH Phrase Volume Country Language Poker 246,000 Finland English Pokeria 4,400 Finland Finnish Pokeri 33,100 Finland Finnish Nettipokeria 4,400 Finland Finnish Nettipokeri 3,600 Finland Finnish Online pokeri 720 Finland Finnish/ English Online poker 5,400 Finland English

10. Italian Search: ‘Cheap Flights’: Global Content: Search behaviour Phrase Volume Country Language Cheap Flights 4,400 Italy English Cheap Flight 880 Italy English voli low cost 246,000 Italy Italian/English voli economici 33,100 Italy Italian offerte voli 22,200 Italy Italian compagnie low cost 14,800 Italy Italian

11. MULTILINGUAL SEO Country Internet population Penetration Growth (2003 – 2010) China 420,000,000 33% 800% Russia 45,300,000 32.3% 850% Germany 65,100,000 67.9% 121% UAE 2,900,000 60.9% 132% Poland 22,200,000 55% 400% France 44,600,000 69.3% 310% Denmark 4,600,000 80.2% 100% US 246,800,000 74.2% 120%

12.

13.

14.

15.

16.

17.

18.

19. INTERNATIONAL SEARCH ENGINES

20. YANDEX YANDEX

21.

22. LOCAL LINK BUILDING Build Links to LOCAL SITES Quantity / Quality

23. INTERNATIONAL SEARCH ENGINES

24. INTERNATIONAL SEARCH ENGINES

25.

26. SOCIAL MEDIA BROADBAND PENETRATION USER CREATED PROFILE

27. SOCIAL MEDIA

28. SOCIAL MEDIA

29.

30.

31. GLOBALMAXER

32.

33.

34. Case Study

35. For the same variations in the localised sites each country responds dramatically differently percentage conversion compared to the original Case Study British French German Italian Spanish Original Larger Orange Title 112.5% 87.5% 133.3% 107.1% 83.3% Larger Title 87.5% 93.8% 122.2% 114.3% 125.0% Original Larger Call To Action 260.0% 85.7% 100.0% 76.5% 127.3% Moved Layout 240.0% 114.3% 120.0% 100.0% 118.2% Larger Call To Action and Moved Layout 120.0% 128.6% 110.0% 70.6% 109.1%

36.

37. How to Succeed in International SEO End of presentation 2010 Oct

International SEO: Optimisation for Different Search Engines & Territories

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