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International Search Engine Marketing



                        Brian Bluff
                        President & Co-Founder
                        Site-Seeker, Inc. 
                        @BrianBrian
                        brianbluff@site-seeker.com
                        315.732.9281 x 11




www.site-seeker.com                                  Š 2010 Site-Seeker, Inc.
28%




      •  70% of all Searches are NOT in English
www.site-seeker.com                                Š 2010 Site-Seeker, Inc.
Google Captures 85% of All Searches Worldwide
                                    % Global Market Share
                                            0.42
                                     0.63
                             3.11             0.2
                      3.52
               5.38
                                                                        Google
                                                                        Yahoo
                                                                        Baidu
                                                                        Bing
                                                                        Ask
                                                                        AOL
                                                                        Other

                                                            85.75
      Competition in: China, Russia, Japan, Korea
www.site-seeker.com                                                 Š 2010 Site-Seeker, Inc.
www.site-seeker.com   Š 2010 Site-Seeker, Inc.
SEO: What does it take to rank (organically)?


  Relevance
  •  Title tag
  •  Keywords and
     description
  •  H tags
  •  Content
  •  Alt tags




www.site-seeker.com                            Š 2010 Site-Seeker, Inc.
SEO: What does it take to rank (organically)?


 Credibility
 •  Authority (PageRank)
 •  Incoming links are
    votes of confidence
 •  Links from related
    pages or sites
 •  Related anchor text




www.site-seeker.com                             Š 2010 Site-Seeker, Inc.
SEO: What does it take to rank (organically)?



 Credibility
 •  Social Signals (Author /
    Human/Social Authority)
 •  Twitter – authoritative people
    lend their authority to pages
    they tweet
 •  ReTweets are the new links
 •  Facebook ?
 •  LinkedIn ?



www.site-seeker.com                                     Š 2010 Site-Seeker, Inc.
Importance of Keyword Research


•  First step to positioning your
   website in the path of prospects
•  Facilitates content development


https://adwords.google.com/select/
   KeywordToolExternal




www.site-seeker.com                                    Š 2010 Site-Seeker, Inc.
What is the World-Wide Opportunity (Search Volume) for your
                            Products (Keywords)?




www.site-seeker.com   www.google.com/landing/exporttool/ 
   Š 2010 Site-Seeker, Inc.
Geotarget Your Website
   Strong Signal
   •  ccTLD or
   •  gTLD - Webmaster Tools
     o Subdirectory: www.yoursite.com/au/
     o Subdomain: au.yoursite.com

   Weaker But Important Signals
   •  Server location
   •  Addresses and phone numbers
   •  Language
   •  Currency
   •  Local links
   •  Local search engine business listings
www.site-seeker.com                            Š 2010 Site-Seeker, Inc.
www.site-seeker.com   Š 2010 Site-Seeker, Inc.
Avoiding Localization Mistakes

  • Plan
  • Single point of control
  • Local flexibility
  • Don’t use free/cheap
    translation services
  • Get smart to search




www.site-seeker.com                                    Š 2010 Site-Seeker, Inc.
Technical Challenges

    • Managing domain/URL plan and hosting platforms
    • Indexation issues
    • Right to left scripts and double byte character sets
    • Duplicate content
    • Tools built in a single language
    • Automation of SEO elements
    • Multiple search engines


www.site-seeker.com                            Š 2010 Site-Seeker, Inc.
Š 2009 Site-Seeker, Inc.




www.site-seeker.com   Š 2010 Site-Seeker, Inc.
Š 2009 Site-Seeker, Inc.




                      Finland




                      Sweden




www.site-seeker.com   Norway
    Š 2010 Site-Seeker, Inc.
Keys to Successful Search Engine Marketing

    •  Single point of control
    •  Multiple points of input
    •  Unified Design/Brand
    •  Single CMS/platform
    •  Own site(s) linking strategy




www.site-seeker.com                                   Š 2010 Site-Seeker, Inc.
Keys to Successful Search Engine Marketing

        •  Define the opportunity
        •  Develop a plan – vision, key metrics, strategies, action
           plans
        •  Avoid short cuts
        •  Build and train a team knowledgeable about search
        •  Integrate SEO into platform and content development
           process
        •  Understand local regulatory and cultural issues




www.site-seeker.com                                     Š 2010 Site-Seeker, Inc.
Thank You!




                      Brian Bluff
                      President & Co-Founder
                      Site-Seeker, Inc. 
                      @BrianBrian
                      brianbluff@site-seeker.com
www.site-seeker.com                                Š 2010 Site-Seeker, Inc.

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International seo, Gobal Search Engine Optimization

  • 1. International Search Engine Marketing Brian Bluff President & Co-Founder Site-Seeker, Inc. @BrianBrian brianbluff@site-seeker.com 315.732.9281 x 11 www.site-seeker.com Š 2010 Site-Seeker, Inc.
  • 2. 28% •  70% of all Searches are NOT in English www.site-seeker.com Š 2010 Site-Seeker, Inc.
  • 3. Google Captures 85% of All Searches Worldwide % Global Market Share 0.42 0.63 3.11 0.2 3.52 5.38 Google Yahoo Baidu Bing Ask AOL Other 85.75 Competition in: China, Russia, Japan, Korea www.site-seeker.com Š 2010 Site-Seeker, Inc.
  • 4. www.site-seeker.com Š 2010 Site-Seeker, Inc.
  • 5. SEO: What does it take to rank (organically)? Relevance •  Title tag •  Keywords and description •  H tags •  Content •  Alt tags www.site-seeker.com Š 2010 Site-Seeker, Inc.
  • 6. SEO: What does it take to rank (organically)? Credibility •  Authority (PageRank) •  Incoming links are votes of confidence •  Links from related pages or sites •  Related anchor text www.site-seeker.com Š 2010 Site-Seeker, Inc.
  • 7. SEO: What does it take to rank (organically)? Credibility •  Social Signals (Author / Human/Social Authority) •  Twitter – authoritative people lend their authority to pages they tweet •  ReTweets are the new links •  Facebook ? •  LinkedIn ? www.site-seeker.com Š 2010 Site-Seeker, Inc.
  • 8. Importance of Keyword Research •  First step to positioning your website in the path of prospects •  Facilitates content development https://adwords.google.com/select/ KeywordToolExternal www.site-seeker.com Š 2010 Site-Seeker, Inc.
  • 9. What is the World-Wide Opportunity (Search Volume) for your Products (Keywords)? www.site-seeker.com www.google.com/landing/exporttool/ Š 2010 Site-Seeker, Inc.
  • 10. Geotarget Your Website Strong Signal •  ccTLD or •  gTLD - Webmaster Tools o Subdirectory: www.yoursite.com/au/ o Subdomain: au.yoursite.com Weaker But Important Signals •  Server location •  Addresses and phone numbers •  Language •  Currency •  Local links •  Local search engine business listings www.site-seeker.com Š 2010 Site-Seeker, Inc.
  • 11. www.site-seeker.com Š 2010 Site-Seeker, Inc.
  • 12. Avoiding Localization Mistakes • Plan • Single point of control • Local flexibility • Don’t use free/cheap translation services • Get smart to search www.site-seeker.com Š 2010 Site-Seeker, Inc.
  • 13. Technical Challenges • Managing domain/URL plan and hosting platforms • Indexation issues • Right to left scripts and double byte character sets • Duplicate content • Tools built in a single language • Automation of SEO elements • Multiple search engines www.site-seeker.com Š 2010 Site-Seeker, Inc.
  • 14. Š 2009 Site-Seeker, Inc. www.site-seeker.com Š 2010 Site-Seeker, Inc.
  • 15. Š 2009 Site-Seeker, Inc. Finland Sweden www.site-seeker.com Norway Š 2010 Site-Seeker, Inc.
  • 16. Keys to Successful Search Engine Marketing •  Single point of control •  Multiple points of input •  Unified Design/Brand •  Single CMS/platform •  Own site(s) linking strategy www.site-seeker.com Š 2010 Site-Seeker, Inc.
  • 17. Keys to Successful Search Engine Marketing •  Define the opportunity •  Develop a plan – vision, key metrics, strategies, action plans •  Avoid short cuts •  Build and train a team knowledgeable about search •  Integrate SEO into platform and content development process •  Understand local regulatory and cultural issues www.site-seeker.com Š 2010 Site-Seeker, Inc.
  • 18. Thank You! Brian Bluff President & Co-Founder Site-Seeker, Inc. @BrianBrian brianbluff@site-seeker.com www.site-seeker.com Š 2010 Site-Seeker, Inc.