International Search Summit London Managing International Search Marketing in a FTSE100 Company. A case study on managing international B2B web activities, including SEO and PPC in a large, global business

1. MANAGING INTERNATIONAL SEARCH
In a FTSE100 Company
@guyredmond

2. Who Am I?
Global Digital Marketing Manager
 @10 years Experience in Digital
 International Ecommerce
 Ecommerce Agency (Global Clients)
 Global B2B (FTSE 100)
@guyredmond

3. Doing Digital
 Key to International Success
 Going Global
 Going Digital
 Going Local
 Lets be Social
 Hey, lets do an app!
@guyredmond

4. Key to International Success
Knowing it's not all about
@guyredmond

5. It's not all about Google
@guyredmond

6. ...but don‟t forget Google
@guyredmond

7. „Going Global‟
“To reach 90% of the worlds 2.4 billion Internet users*, companies must
support 21 or more languages...” (Web Globalization Report Card 2012)
@guyredmond
*June 2012 2,405,518,376

8. Analyse
@guyredmond

9. „Thinking Local‟
 Do you currently trade locally?
 Do you want to sell online?
 Do you support the preferred payment option?
 Is you site ready? (£$€¥)
 Is your courier ready?
@guyredmond

10. „Paying Local‟
Preferred online payment methods across the globe
@guyredmond
© Econsultancy.com Ltd 2010

11. Our Digital Path

12. Measurement
@guyredmond

13. More Measurement
1200
1107.4
1000 954.4
927.5
876.8 866.3 864.8
832.9 827.8 820.1 809.9
784.4
800 748.9 748 747.6 745.7
716 695.9
664.7 662 644.9
613.4 603
600 559.9
432
400
200
0
@guyredmond

14. „We‟re Going Digital‟
@guyredmond

15. „Going Global‟
 The .com dilemma
 Sub domains or Sub folders
 ...but what about ccTLDs?
 Geo-Targeting
@guyredmond

16. The .com dilemma
Geo-Targeting Used
@guyredmond

17. Geo-Targeting example
http://www.apple.com/la/ http://www.apple.com/lae/
http://store.apple.com/mx http://www.apple.com/mx/
@guyredmond

18. Sub domains or Sub folders
Sub domains
http://usa.example.com/
http://usa.example.com/us/
http://usa.example.com/us/en-us/
http://usa.example.com/us/en-us/products/
Sub folders
http://www.example.com/usa/
http://www.example.com/usa/us/
http://www.example.com/usa/us/en-us/
http://www.example.com/usa/us/en-us/products/
@guyredmond

19. Pros and Cons
Sub domains: http://usa.example.com/
 Seen as a separate domain
 For content on different servers shop.example.com
 Can be geo targeted with GWT
 When no appropriate ccTLD available (Africa)
Sub folders: http://www.example.com/usa/
 Adds value to root domain: example.com
 Easy to implement
 Not impossible to build links to
@guyredmond

20. ...but what about ccTLDs?
country code Top Level Domains: example.fr
 Stand alone domain value
 Increases local confidence
 More likely to attract local links
 Already geotargeted
 May require a local presence
 Can be expensive to maintain
@guyredmond

21. A Geo-Targeting Tool Kit
1. LocalDomains or ccTLDs
2. Webmaster Tools
3. Server Location
4. Sitemaps, Hreflang Tags & Canonicals
5. Languages
6. Currency & Address Formats
7. Inbound Links
*
*A Geo-Targeting Tool Kit | Andy Atkins-Krüger
@guyredmond

22. „Going Local‟
 Localise your SEM strategy
 Indentify cultural differences
 Understand the local search engines
 Localise content, don‟t translate
@guyredmond

23. Careful when you translate Engrish
@guyredmond

24. ...and other languages too!
"I am not in the office at the moment.
Send any work to be translated".

25. More Welsh mistranslations!
'bladder disease has returned'

26. Hybrid Adwords
 Optimize by country, not
language
 Research your
keywords, rather than
translating them
 Don‟t ignore differences
between dialects:
„Coche‟ is a car in Spain, but
a baby stroller in much of
Latin America!
Christian Arno | SEOmoz

27. Lets Be Social
 Understand where your audience is
 Define your goals
 Listen before engaging
 Develop content strategy for each channel
@guyredmond

28. @guyredmond

29. @guyredmond
http://www.vincos.it/wp-content/uploads/2009/06/wmsn_animated_1024.gif

30. ...lets not forget Google+
 Pages
 Events
 Local
 Hangouts
 Communities
@guyredmond

31. Hey, Lets „Do an App‟
@guyredmond

32. £₦$₡₩€₣₭¥₮
@guyredmond

33. Takeaways
 Optimize by country, not language
 Target the right search engines
 Localise content, don‟t translate
 Test, measure rinse and repeat
@guyredmond

35. Thanks for listening...
Twitter @guyredmond
http://uk.linkedin.com/in/guyredmond
plus.google.com/106064279458601860394