‘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.
2. 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
8. 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
10. WHAT DOES IT MEAN IN PRACTICE?
• KEYWORD STRATEGY
• MESSAGING
• CONTENT STRATEGY
• PRODUCT SELECTION
• CAMPAIGN / SPEND PRIORITISATION
11. 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
13. SEO CONSIDERATIONS
• HOW MUCH CONTENT IS REQUIRED
• OPTIMISATION STRATEGY
• LANGUAGE
• LINK BUILDING?
14. KEYWORDS
• NOT DIRECTLY TRANSLATED
• DRIVEN BY LOCAL INSIGHT
• HYBRID LANGUAGE?
• COLLOQUALISMS?
• GREAT FOR UNDERSTANDING INTENT
15. 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
22. AD-COPY & MESSAGING
Use locals, and their local knowledge to
ensure your messaging is:
• Linguistically fit for purpose
• Relevant
• Resonant
23. 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
30. 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
31. 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
32. IT’S BIGGER THAN SEARCH
32
• ONSITE USER EXPERIENCE
• PAYMENT METHODS
• SERVICE EXPECTATIONS
• FULFILLMENT
• OFFLINE MARKETING
33. Advertising people who ignore research
are as dangerous as generals who ignore
decodes of enemy signals.
David Ogilvy
Founder of Ogilvy and Mather
34. CUSTOMER CENTERED CAMPAIGNS
34
Your customer’s…
Culture
Linguistics
Messaging
Behaviours
Right time,
place, device
Intent
Motivations
Options
Competitors
Alternatives
Interests
Products
Social activity
Sphere of
relevance
Minimising wastage
Immediately
Ongoing
Local knowledge & insight
35. John Sellwood
Head of New Business
+44 (0)1273 936094
johnsellwood@obanmultilingual.com
www.obanmultilingual.com
@obansearch