This session will benefit any affiliate or operator that is currently running global search campaigns or looking to develop them in the near future – also those that have not yet thought about international search, but are looking to increase international sales. Delegates will learn about the core elements and considerations that should be made for multilingual search (localisation importance, non-Google engines, link building across territories)… and the latest search trends in gaming – extending to identifying these new opportunities, with specific focus on France, Russia, Italy and Spain, and how strategy can be developed to target them.

1. Mayy International SEO:
2011 Latest global gaming trends,
opportunities & expert multilingual
search
Twitter: obanseo
www.obanmultilingual.com

2. PRESENTATION BRIEF
Purpose of Workshop / Talk
Purpose of Workshop / Talk
• To provide solid understanding of principles of multilingual
To provide solid understanding of principles of multilingual
search and crucial factors you must apply to campaigns
• T d
To demonstrate at latest search interest in core markets for
t t tl t t hi t ti k t f
this year... and the best way to optimise these markets based
on core metrics
on core metrics
• To provide understanding of optimisation for Yandex and how
international search engine should be approached
international search engine should be approached
• To give some general top SEO tips from our experience in
gaming
www.obanmultilingual.com

3. PRESENTATION BRIEF
Overview of presentation
Overview of presentation
• Multilingual SEO: Introduction + crucial considerations
Multilingual SEO: Introduction + crucial considerations
• Emerging markets
• Expert multilingual / gaming search tips for these markets
• Google markets top OBAN tips for 2011
Google markets ‐ top OBAN tips for 2011
• Questions
www.obanmultilingual.com

4. t
ABOUT US
About us
• Multilingual SEO/SEM agency
• Teams in 29 Countries
Teams in 29 Countries
• Multinational Client Base
• IAB (Internet Advertising Bureau)
• E Consultancy
E‐Consultancy
www.obanmultilingual.com

5. GLOBALMAXER
www.obanmultilingual.com

6. RETAIL / BRAND EXPERIENCE
RELEVANT EXPERIENCE / CLIENTS
www.obanmultilingual.com

7. Multilingual SEO
Take the
blue pill
www.obanmultilingual.com

8. MULTILINGUAL SEO
Multilingual search – some key considerations:
1.) Keyphrases: cultural variants
) g
2.) Search engines
3.) Site content
4.) Conversion behaviours and trends
5.) Domain names / localisation and hosting
5 ) Domain names / localisation and hosting
6.) Global Social Media
www.obanmultilingual.com

9. KEYWORD RESEARCH
Finnish search for ‘online poker’ and ‘poker’:
Phrase Volume Country Language
Poker 246,000
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
www.obanmultilingual.com

10. Global Content: Search behaviour
Italian Search: ‘Cheap Flights’:
Phrase Volume Country Language
Cheap Flights 4,400
4 400 Italy English
Cheap Flight 880 Italy English
voli low cost ,
246,000 Italy
y Italian/English
g
voli economici 33,100 Italy Italian
offerte voli 22,200 Italy
y Italian
compagnie low cost 14,800 Italy Italian
www.obanmultilingual.com

11. SEARCH ENGINES
Search Landscape
• Americas and West & Central Europe ‐ Google
• Eastern Europe – Google, Seznam, Rambler, Yandex
• Middl E t G
Middle East – Google, Yahoo!, Rediff
l Y h ! R diff
• Asia – Baidu, Naver, Daum, Yam, Yahoo!, Sina, Sohu
www.obanmultilingual.com

12. SEARCH ENGINES
If there’s a local search engine:
• Research the search landscape fully ‐ shares
• Understand how local PPC platforms work
• Look into On‐Page Optimisation Rules
• Keyword Densities
• Start communication early with the local engine account
managers
www.obanmultilingual.com

13. BAIDU:
BAIDU STRATEGY
• Eye Tracking Study: Heatmaps
• ‘Box Scanning’ v ‘Google’s Golden Triangle’
Source: Enquiro Research
www.obanmultilingual.com

14. Multilingual SEO
www.obanmultilingual.com

15. ROMANIA
Romania a good market for search... a good market for gaming
g g g g
1.) Google – 96.7% market share (May 2011)
www.obanmultilingual.com

16. ROMANIA
Keyword difficulty compared by country and search volume for
local ‘poker’ keyword:
Romania = l
R i lower diffi lt + hi h search = hi h R O I
difficulty high h high R.O.I
www.obanmultilingual.com

17. ROMANIA
www.obanmultilingual.com

18. ROMANIA
Number of registered ccTLD domains in Russia, Italy, France,
Romania and Finland:
Romania = good SEO opportunity
R i d t it
www.obanmultilingual.com

19. ROMANIA – LINK BUILDING
Small link environment – what are the best steps?
• Create and promote free quality & useful resources
• Sponsoring competitions / events
• Sponsoring open source projects that have strong sites (such as:
http://piwik.org/about/sponsors/)
http://piwik org/about/sponsors/)
• Blog, provide very valuable insights, trends, quality infographics etc.
okcupid have enormous success with this: http://blog.okcupid.com/
• Could also create a blog where top industry personalities write
exclusively on. (longer term strategy)
• Research,
Research find out what users want/need – if possible create &
provide
www.obanmultilingual.com

20. Search Interest
www.obanmultilingual.com

21. RUSSIA
Russia ‐ Europe’s 2nd bi
i ’ 2 d biggest online market and the fastest growing
li k d h f i
www.obanmultilingual.com

22. RUSSIA SEARCH SHARE
www.obanmultilingual.com

23. YANDEX: WHAT IS IT?
www.obanmultilingual.com

24. YANDEX : SET-UP
Starting your SEO campaign on Yandex first steps
Starting your SEO campaign on Yandex – first steps
1. Install Yandex Webmaster tools
2. Submit site to Yandex!
g g
3. Check GEO targetting
www.obanmultilingual.com

25. YANDEX: SET-UP
Geo-targeting
• Are you targeting a Russian
city / cities or Russia?
• Set in webmaster tools
• Want to target several
cities? YaCa
www.obanmultilingual.com

26. SETTING UP A YANDEX CAMPAIGN
OTHER CORE ON‐SITE CONSIDERATIONS!
OTHER CORE ON SITE CONSIDERATIONS!
• Avoid automatic re‐directs
• Have lots of RUSSIAN content! (Indexing issues)
• Go local ‐ www.mywebsite.ru ‐.com is NOT an authority domain for
Yandex!
• No pop up banners
• Avoid keyword stuffing
y g
• Meta titles – get them right!!!
www.obanmultilingual.com

27. YANDEX: ONGOING
Quantity / Quality
Build Links to LOCAL SITES
www.obanmultilingual.com

28. YOUR YANDEX CAMPAIGN
YANDEX IS SLOW – DON’T PANIC!!
YANDEX IS SLOW DON’T PANIC!!
‐ Crawling rate 1 – 2 weeks
‐ Sites may disappear…
www.obanmultilingual.com

29. MULTINGUAL SEO
www.obanmultilingual.com

30. SITE SPEED
IMPROVE YOUR SITE SPEED!!
• Use a content delivery network (CDN)
• Use and optimise caching.
• Make
M k sure the server is appropriate f the traffic volume and th t it
th i i t for th t ffi l d that
is geographically located near your target users.
• For image heavy sites use sprites for the main common images to
limit HTTP requests
• Optimise images
www.obanmultilingual.com

31. IMPROVE SITE SPEED
Site speed improvement tools
• Use Yahoo’s Y-slow Firefox plugin and Google’s Page Speed plugin
to d
determine more i d h optimisation recommendations f
i in-depth i i i d i for
specific pages
• Google Analytics now tracks the average page load speed. Use this
to find the slow loading pages of the site as well as monitoring the
‘money pages’ load time and then use Y slow or Page Speed to
money pages Y-slow
improve these pages.
www.obanmultilingual.com

32. OPTIMUM URL STRUCTURE
Optimise your URL Structure
• Keep the URL descriptive and short
(Non-descriptive words should usually be omitted such as: a, the, in)
• Can be beneficial, but not necessary, if the URL structure is the
same or similar as the on-page architecture for analytical purposes.
on page
• Use dashes rather than underscores for word spaces
• Keep the URLs consistent on the site and use 301 redirects or
canonical tags to gain maximum benefit from external links.
• Static looking
The ti l
Th optimal URL structure does not:
t t d t
• Does not end the URL with ‘.exe’ or ‘.0’
• Does not contain session ID’s
ID s
www.obanmultilingual.com

33. SUMMARY
Summary
• World of Internet Usership and Search Hugely Diverse
• Research and Understanding Local Behaviours is Key
• M ltili
Multilingual SEM Looks at SEM by Market not by Language
l SEM L k t SEM b M k t t b L
• Look at Emerging Gaming Markets
• Be Aware of Online Spends (total and individual) in those
Markets
www.obanmultilingual.com

34. Jonathan Murphy
Senior Account Manager
OBAN Multilingual
M ltili l
E-mail:
E il jonm@obanmultilingual.com
j @ b ltili l
Tel: 0044 (0) 1273 704529
www.obanmultilingual.com
www obanmultilingual com
www.obanmultilingual.com

35. Case Study
• Mio sites
compared:
– UK
– France
– Germany
– Italy
– Spain
www.obanmultilingual.com

36. Case Study
• Mio page components currently being tested:
Mio page components currently being tested:
– Larger Page Title
– Page title variation from black to orange (Mio corporate
Page title variation from black to orange (Mio corporate
colours)
–I
Increased size of call to action button
d i f ll t ti b tt
– Swapped position of graphic and call to action button
– Variations of all the above being tested against the original

37. Case Study
www.obanmultilingual.com

38. Case Study
For the same variations in the localised sites each
country responds dramatically differently
British French German Italian Spanish
Original
Larger Orange Title
g g 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%
percentage conversion compared to the original
www.obanmultilingual.com