search engine optimization link building on-page optimization

Global SEO
multilingual social media optimization
translation
on-page optimization
multilingual
g
international An Introduction
link building local search eCommerce
T analytics
To
search engine optimization Global
Gl linkbbuilding
l SEO on-page optimization
globalization
multilingual
g Global SEO social media optimization
Matthias E.
E Zeitler
translation 05 November 2010 Global SEO
on-page optimization

international link building local search eCommerce

globalization
g analytics link
li k building
b ildi
search engine optimization translation
Global SEO 1
Agenda

• What is SEO and why

y does
it matter?

• What
Wh iis Gl
Global
b l SEO?

• Benchmarking
B h ki online
li
marketing

• A roadmap for your Global

SEO campaigns

2
Search Marketing

SEO vs. PPC:

Google Adwords • SEO: Fixed cost / PPC: Variable cost

• SEO provides more traffic

PPC (86% organic vs. 14% Adwords)
ads
• SEO is more effective than PPC
(52% vs. 48%, eConsultancy Study)
SEO
results
lt • SEO hips to build and reinforces
brands
(Recall, Attribution, Honda Study)

• PPC is getting more expensive

(10-30% increase for 48% of all
keywords annually (eMarketer Study)

• PPC is
i iinstant,
t t SEO takes
t k time
ti

3
You need to be on the first page!

„ According to a study from Jupiter Research for Yahoo, 68% of people try
another search if they can‘t find what they want on the first page of search
results. “

Source: Yahoo, iProspect, and JupiterResearch, June 2008

4
How to get on the first page?

5
Important Ranking Factors

6
Important Ranking Factors

Lots of On Page factors can prevent good ranking

But Off Page factors boost you past the competition! 7
Off page Factors

Linkbuilding has the biggest impact on

ranking, once all on page factors are
resolved.

Source: http://www.seomoz.org/article/search-ranking-factors

8
Keywords
Goal:
Identify relevant keywords with a good amount of search queries that has less
than average competition.
competition (KEI = Keyword Effectiveness Index)

Authors and translators normally do not do SEO keyword research.

Translation aims to identify the ‚correct‘ word, not the one with the most traffic.
It is necessaryy to enrich onsite content and to consider SEO aspects.
p

9
“Network storage devices”

Organic results in search engines make a huge difference

difference.
Competitors cannot buy the same amount of targeted traffic via
Adwords! Also branding is an important consideration.
10
Global SEO
“If I am selling to you, I must speak English. But if you are selling
to me, dann müssen Sie Deutsch sprechen.”
Willi Brandt, German Chancellor, 1969-1974

“56 2 percent of cons

“56.2 consumers
mers sa
say that the abilit
ability to obtain information in their
own language is more important than price.“
Can't Read, Won't Buy: Why Language Matters on Global Websites

“Websites tailored linguistically and transactional to the residents of one country

can address, at most, 20 percent of the total world online population.”
Website Globalization: The Availability Quotient

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Benchmark the company

Less organic rankings. 3800 vs.

644 keywords in top 30 results.

Reduced amount of Adwords

used for PPC ads. (1100 vs. 235)

All this information is available

for ANY companyp y on the web!

12
Benchmark the market

13
Global SEO today
Who owns Global SEO?
In most companies marketing owns SEO
and the localization department owns
website translation, but who owns Global
SEO?

One supplier for each country

Th
There are only
l very ffew companies
i th
thatt offer
ff
multilingual SEO for international markets – none
of them are translation companies.

Companies
p have to either manage
g one SEO
agency per country or each regional office is doing
their own SEO projects

14
Global SEO and Localization

Lots of common topics (and tools):

Keywords, Content Strategy, Language
Integration with terminology, author memory, translation
memory and workflow is required.

Natural extension:
WCMS: Enable global content
TMS Translate global content
TMS:
Global SEO: Get people to read the content

Should
Sh ld b
be partt off th
the llocalization
li ti tteam:
Increases visibility of L10N effort
Managing Global SEO is very similar to managing translation

15
Audit Your Global SEO Strategy

Is your company ready?

Audit area
Audit area Topics

Technology ‐ On‐Page HTML, Meta‐Tags, Content Density, Site Structure

Visibility ‐ Index Coverage Distribution, Syndication, Listings, Inbound and Outbound Links

Campaigns ‐ Traffic Patterns Pay‐Pay‐Click, Banner Adverts, Partnerships

Multilingual Strategy Language Strategy, Keywords, Domains/Hosting/CDN

Competition ‐ Process
Competition  Benchmarking, Ranking
Benchmarking, Ranking

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Benchmarking Data

17
Benchmarking Resources
Free top 500 country profiles and tool (coming very soon):
http://www.marktheglobe.com/seo-top500

18
Your SEO Campaign

A simple SEO project consists of different, clearly defined steps like:

 Benchmarking & Strategy
 Analytics & Controlling
 Keyword Analysis
 OnPage Factors
Linkbuilding / Off page
 Article marketing & user generated content
 Social Bookmarking & Directory Submission
 LinkWheels & Web 2 2.0
0 profiles
 Press releases
 QA & Reporting

Remember:
• Lots of best practices available (SEMPO, eConsultancy, SEOMoz,.. ).
• Effective SEO does not require secret expert voodoo recipes!

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Thank You

20