International SEO: Optimisation for Different Search Engines & Territories

www.obanmultilingual.com

International SEO:

Optimisation for Different Search Engines & Territories

2010Oct

OBAN Multilingual


PRESENTATION BRIEF

Purpose of Workshop / Talk

• Provide an understanding of international search… how it works and what your top considerations should be.

• Provide an understanding of non-Google Engines, where they are… and how they operate. Case study - Russia

• Introduce Other traffic drivers – Local Social Media

• Learn how to maximise on-site conversions per market


PRESENTATION BRIEF

Overview of Presentation

• Multilingual SEO – The Main Considerations and Tips

• Local Search Engine Landscape

– Where they are

– How they operate and top tips

• Market Sizes and Opportunity

• On-Site Conversions Optimisation by Country


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• Multilingual SEO/SEM agency

• Teams in 29 Countries

• Multinational Client Base

• IAB (Internet Advertising Bureau)

• E-Consultancy

ABOUT US

About us


GLOBALMAXER


RETAIL / BRAND EXPERIENCE

RELEVANT EXPERIENCE / CLIENTS


MULTILINGUAL SEM

• Keyphrases : Cultural variants

• Search Engines

• Content

• Domain Names / Localisation

• Global Social Media

What is Multilingual SEM?


LANGUAGE OF INTERNET USERS

…1.2 Billion users don’t speak English


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

Finish search for ‘online poker’ and ‘poker’:

KEYWORD RESEARCH


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

Italian Search: ‘Cheap Flights’:

Global Content: Search behaviour


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%

MULTILINGUAL SEO


MARKET OPPORTUNITIES

France

• New Legislation Allows Non-Domestic Gaming Sites

• €107 Million Euros from World Cup

• Expected Online Revenues to be €2bn by 2015

• ¼ of Expected Applications Received


DEMOGRAPHICS

• UK Gambling market well established

• Variety of age groups engaged

• French market due to legislation slower moving

• As such, younger audience leading the way


• Gender split well entrenched in the UK

• Only ‘bingo’ offers Female lead

• As Bingo becomes popular in France, the traditional female skew fails to appear

• 51% Women search on ‘free poker’ (31% in the UK)

DEMOGRAPHICS



France

• Conduct localised keyword research

• Localise site to audience and offerings (don’t translate!)

• Google has 90% market share

• Localised, quality link building is essential



Finland

• Gambling Restrictions High

• State Owned Monopoly’s

• Non-local operators allowed with offshore hosting

• Non-local operators have more attractive offering

• Finnish players spend well!



• Google 98% market share• Easier with good strategy for non-local operators to succeed


SEARCH ENGINES

Search Landscape

• Americas and West & Central Europe - Google

• Eastern Europe – Google, Seznam, Rambler, Yandex

• Middle East – Google, Yahoo!, Rediff

• Asia – Baidu, Naver, Daum, Yam, Yahoo!, Sina, Sohu


INTERNATIONAL SEARCH ENGINES


YANDEX

YANDEXYANDEX


• Domains

• Speed

• Regional Targeting

• Indexing

• Flash & Java Script

• Regional Targeting

• Meta Data

YANDEX


LOCAL LINK BUILDING

Build Links to LOCAL SITES

Quantity / Quality


INTERNATIONAL SEARCH ENGINES


• Eye Tracking Study: Heatmaps• ‘Box Scanning’ v ‘Google’s Golden Triangle’

Source: Enquiro Research

INTERNATIONAL PPC


SOCIAL MEDIA

BROADBAND PENETRATIONBROADBAND

PENETRATION

USER CREATED PROFILE

USER CREATED PROFILE


SOCIAL MEDIA


SUMMARY

Summary

• World of Internet Usership and Search Hugely Diverse

• Research and Understanding Local Behaviours is Key

• Multilingual SEM Looks at SEM by Market not by Language

• Look at Emerging Gaming Markets

• Be Aware of Online Spends (total and individual) in those Markets

• Google Instant – Localisation never more important


ON-SITE CONVERSION

Obvious next step is converting users

What is right for this culture/city/user?

Typical conversion rate is 4%

Multivariate testing can double that

Any online conversion metric (sale, signup etc.)


GLOBALMAXER


• Mio sites compared:– UK– France– Germany– Italy– Spain

Case Study

• Mio page components currently being tested:– Larger Page Title

– Page title variation from black to orange (Mio corporate colours)

– Increased size of call to action button

– Swapped position of graphic and call to action button

– Variations of all the above being tested against the original

Case Study

http://www.obanmultilingual.com/


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%

For the same variations in the localised sites each country responds dramatically differently

percentage conversion compared to the original

Case Study


Jonathan MurphyAccount Manager

OBAN Multilingual

E-mail: [email protected]

Tel: 0044 (0) 1273 704434


How to Succeed in International SEOEnd of presentation

2010Oct

International SEO: Optimisation for Different Search Engines & Territories

Technology

Transcript of International SEO: Optimisation for Different Search Engines & Territories