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Synchronised
    Global Search Marketing

                     Oscar Carreras
           Strategist, oscar.carreras@webcertain.com

                    Volker Ballueder
Business Development Manager, volker.ballueder@webcertain.com




                        24 February 2009
WebCertain – who are we?
•   We are the only multilingual search marketing agency worldwide to
    operate centrally from a single location:
     – cost effective, flexible and no time zone issues

•   “World Language Hub” in York hosting 60 search specialists

•   Native Speakers, 32 languages

•   Results driven synchronised search:
     – strategy, implementation, reporting

•   Cultural sensitivity - Local knowledge of search engines and their
    markets

•   Business Support Centres, London, Oslo, Warsaw and California
International Search (1)
International Search (2)
Inernational Search (3)
International Search (4)
How to be global?

• Multilingual SEO

• International PPC

• Global PR strategy

• Global Analytics
Synchronised Search
Definitive guide Int. SEO
Geo-location: If you are looking to target a specific
    country/market it is vital that your site is recognised to be from
    that territory by search engines.

      •    Country specific local domains terminations (TLDs)
      •    Local hosting
      •    Country specific inbound linking campaign and PR
      •    Language specific SEO signals
      •    Optimised Localised content
      •    Define geographic location via Google Webmaster tools
           (only when the above points are not applicable)
Definitive guide Int. SEO
Language SEO Signals
  Website localisation

    •   Local Keyword Research by a native speaker
    •   Using those keywords in the main score zones where
        Search Engines put more emphasis on (Title tag, urls,
        headings, anchor text of links, images’ alt tags, content)
    •   Make sure the copy flows naturally
English version of the client site in the UK. The page optimisation is targeting several keywords by using
                   International SEO:
them in strategic locations throughout the page. Title, URL, meta description, heading, first hundred
keywords and body content.


                   Definitive guide
International SEO:
Definitive guide
International PPC
Selecting the Right Media
           Channels in LATAM & APAC
•   The client is a leading supplier
    of Human Resources Software based in North America

•   WebCertain’s brief was lead generation in Latin
    America, Europe and The Far East, using both Paid
    and Organic Search

•   The key step was to match the search behaviour of the
    target markets internationally

•   After undertaking extensive keyword research and
    researching search volumes, WebCertain identified
    appropriate search engines and channels within them

•   By blending SEO and PPC activities to optimize both
    visitor volume and conversion levels, the client has
    enjoyed an 85% uplift in enquiries in the 6 months
    since implementation
Global PR Strategy

PR doesn’t just mean writing press releases . A global PR
campaign can incorporate the following channels:
   • Optimised text, image and video news – or combinations
   • Blogs and forums
   • On-site newsfeeds
   • Email marketing campaigns
Global PR
Distribution Methods
  • Contacting journalists directly and indirectly
  • Partner newswire services
  • A range of custom-researched news sites and blogs in
  different sectors
  • RSS (Really Simple Syndication) feed
Implement, Measure, Refine
• Implement campaigns through natives
• Analyse performance across country portfolio and tweak to
achieve KPIs / ROI / objectives
• Specialists for language independent processes
• Search linguists for language dependent processes
• Compare like for like
• Analyse & Synchronise Search across target countries
WebCertain Events
• Webinars 2009:   • International Search
                     Summits 2009:
  – Russia (Jan)
                     – 13th March: Oslo,
  – Brazil (Mar)
                       Norway – Global
  – India              Search
  – China            – August: San Francisco,
                       USA

                     – 29th November: London
And the Winner is…..
                  14th May 2009 London

          Social Media Marketing around the World
                       Speakers include:




              £100 Discount - Code:EXH09


          Slides will be available from our
                 Linkedin profiles.

                Follow us on Twitter.

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WebCertain TFM 2009

  • 1. Synchronised Global Search Marketing Oscar Carreras Strategist, oscar.carreras@webcertain.com Volker Ballueder Business Development Manager, volker.ballueder@webcertain.com 24 February 2009
  • 2. WebCertain – who are we? • We are the only multilingual search marketing agency worldwide to operate centrally from a single location: – cost effective, flexible and no time zone issues • “World Language Hub” in York hosting 60 search specialists • Native Speakers, 32 languages • Results driven synchronised search: – strategy, implementation, reporting • Cultural sensitivity - Local knowledge of search engines and their markets • Business Support Centres, London, Oslo, Warsaw and California
  • 7. How to be global? • Multilingual SEO • International PPC • Global PR strategy • Global Analytics
  • 9. Definitive guide Int. SEO Geo-location: If you are looking to target a specific country/market it is vital that your site is recognised to be from that territory by search engines. • Country specific local domains terminations (TLDs) • Local hosting • Country specific inbound linking campaign and PR • Language specific SEO signals • Optimised Localised content • Define geographic location via Google Webmaster tools (only when the above points are not applicable)
  • 10. Definitive guide Int. SEO Language SEO Signals Website localisation • Local Keyword Research by a native speaker • Using those keywords in the main score zones where Search Engines put more emphasis on (Title tag, urls, headings, anchor text of links, images’ alt tags, content) • Make sure the copy flows naturally
  • 11. English version of the client site in the UK. The page optimisation is targeting several keywords by using International SEO: them in strategic locations throughout the page. Title, URL, meta description, heading, first hundred keywords and body content. Definitive guide
  • 14. Selecting the Right Media Channels in LATAM & APAC • The client is a leading supplier of Human Resources Software based in North America • WebCertain’s brief was lead generation in Latin America, Europe and The Far East, using both Paid and Organic Search • The key step was to match the search behaviour of the target markets internationally • After undertaking extensive keyword research and researching search volumes, WebCertain identified appropriate search engines and channels within them • By blending SEO and PPC activities to optimize both visitor volume and conversion levels, the client has enjoyed an 85% uplift in enquiries in the 6 months since implementation
  • 15. Global PR Strategy PR doesn’t just mean writing press releases . A global PR campaign can incorporate the following channels: • Optimised text, image and video news – or combinations • Blogs and forums • On-site newsfeeds • Email marketing campaigns
  • 16. Global PR Distribution Methods • Contacting journalists directly and indirectly • Partner newswire services • A range of custom-researched news sites and blogs in different sectors • RSS (Really Simple Syndication) feed
  • 17. Implement, Measure, Refine • Implement campaigns through natives • Analyse performance across country portfolio and tweak to achieve KPIs / ROI / objectives • Specialists for language independent processes • Search linguists for language dependent processes • Compare like for like • Analyse & Synchronise Search across target countries
  • 18. WebCertain Events • Webinars 2009: • International Search Summits 2009: – Russia (Jan) – 13th March: Oslo, – Brazil (Mar) Norway – Global – India Search – China – August: San Francisco, USA – 29th November: London
  • 19. And the Winner is….. 14th May 2009 London Social Media Marketing around the World Speakers include: £100 Discount - Code:EXH09 Slides will be available from our Linkedin profiles. Follow us on Twitter.