1. THE SEO SECRETSAUCE TOINTERNATIONALSUCCESSAd-Tech 2014@ObanDigital@haych_digitalOctober 2014

2. Your guides for the tourHayley Haych Phoenix-StonesWith more than 18 years experience in digital marketing,Haych is truly passionate about search, internationalbusiness and cultural marketing. Working alongside brandssuch as UGG, The Cloud WiFi, Gucci and many of theleading UK Universities. As channel manager she buildslasting client and partner relationships.Emily MaceAs Head of SEO at Oban, Emily works on our overallstrategy and development of SEO campaigns. Shefocusses on the development of strategies to help clientsachieve the best results and provide meaningful insightsinto ROI for different campaigns and goals. 3. Top two issues forinternational expansionLanguage 4. Top two issues forinternational expansionCulture 5. Rise of the machines 6. You cannot avoid communication 7. Trust, authenticity and reputation 8. LOCALISED MEANINGS PHENOMENA 9. Its more than wordsIn Western and Eastern areas pink isconsidered to be a feminine colour.Often used to symbolise the birth of agirl.except in Japan, where its liked equallyas a colour for girls and boys.or Belgium, where this is the colour for babyboys..light blue for girls in case you werewondering.In South Korea pink symbolises trustand for Thais it denotes the colourassociated with Tuesday. 10. Multilingual or multi multi lingual?Switzerland, has four official languages and apart from the native Romanshlanguage none were born in Switzerland (German, French and Italian).In the case of Indonesia, it has approximately 700 languages spoken at anyone time.Its not just understanding the language your target audience speaks . buthow they search online. 11. CULTURE WHO WE REALLY ARE 12. Cultural stereotypes 13. Cultural stereotypes 14. Cultural stereotypes 15. Cultural stereotypes 16. Cultural stereotypes 17. Avoid stereotypes 18. If you talk to a man in a language he understands, that goes to his head.If you talk to him in his own language, that goes to his heart.Nelson MandelaFormer President of South Africa 19. So what is the secret sauce?Localisation!Getting under the hood of what your audience wantsand knowing how they search for it.The easiest way1. Ask2. Research3. Apply 20. KEYWORD RESEARCH 21. What is search intent?HOT DOG 22. What is search intent? 23. What is search intent? 24. What is search intent? 25. The power of linguisticsAmerican English and British EnglishSame words different meaning 26. Same but differentGet it right!Remember tomato vs. tomatoe?Aluminum vs. AluminiumColor vs. Colour 27. The benefits of a local approachAn example of where localisation in SEO is vitalItalian search for Cheap flights understanding how locals actuallysearch is key to maximising performance. Translating directly couldhave missed the largest opportunity in this market.Phrase Volume Country Languagecheap flights 4,400 Italy EnglishCheap flight 880 Italy Englishvoli economici 33,100 Italy Italianofferte voli 22,200 Italy Italiancompagnie low cost 14,800 Italy Italian27 28. Samples of online cultural quirksDisneyland tickets using the words tickets ratherthan translated equivalentGerman ImpressionsKartenEintrittskartenTickets 29. Samples of online cultural quirksHindi news1,200,0001,000,000800,000600,000400,000200,0000Avg monthly searches(Google India)hindi news news in hindi 30. Samples of online cultural quirksClick through rates change from country to country60%50%40%30%20%10%0%-10%Search Click Through Rate by Ranking Position0 2 4 6 8 10Search Click Through RateSearch Ranking PositionIndonesiaLATAM 31. Samples of online cultural quirks 2Taxi Aereo Air Taxi for Private Jet in Brazil 32. Samples of online cultural quirks 2Getting Arabic right Global news16,00014,00012,00010,0008,0006,0004,0002,0000 33. Samples of online cultural quirksconversionsSale prices only seen as a cheap deal if in red inGermany 34. WE LOVE DATAAs much as these ladies love bread! 35. What does this analysis allow us to do?Find out what potential customers search intentions are and how best tocapitalise on them LOCALLYLearn what and how search language is used by people when theyreonlineMake use of insights to direct search engine optimisation, paid mediacampaigns, content creation and social media effectively 36. Any Questions? 37. CONCLUSION 38. ConclusionUnderstanding search intent / behaviour is essential to digitalstrategyThis is marketing just with a digital way of delivering it!Testing is OK even the big brands get it wrong sometimesLink language and culture to engage at a local level. 39. VISIT US STAND 411Collect your free whitepaper, A guide for UK businessesentering global online markets at stand 411.We are also offering a FREE international search consultancyaudit, worth 875, to Ad-Tech visitors.Stop by stand 411 and speak to our team to see if you qualifyfor this amazing offer. 40. Website: www.obandigital.com Telephone: +44 (0) 1273 704 434Email: info@obandigital.com Twitter: @ObanDigital