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Insight and ideas about expanding overseas using the internet and search engine marketing, this preseantion was given at SES Chicago in Novmeber 2013.
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© Search Laboratory Ltd 2013. All rights reserved.
Leeds T: +44 113 212 1211
London T: +44 207 147 9980
Global SEM // SEO // Content MarketingSES Chicago – November 2013
@searchlabs @jreadman
London // New York // Leeds
Agenda
Who are Search Labs?
What is the opportunity?
How to identify growth markets?
Process & practical steps to take
Q & A
@jreadman // @searchlabs
Global Search Marketing Experts – Content // SEO // PPC // CRO
PPC then Content & SEO
150+ clients, 18 countries working in 35 Languages
“Science” NOT “Art” – ROI & profit focused
Ethical, transparent and sustainable approach
Smart Software & Smarter People
162 full time staff and 25 part-time
Global online ecommerce & lead generation specialists
Search Laboratory
@jreadman // @searchlabs
What we do….
….globally in any language
@jreadman // @searchlabs
What we do….
….globally in any language
@jreadman // @searchlabs
What we do….
….globally in any language
@jreadman // @searchlabs
What we do….
@jreadman // @searchlabs
B2B Clients
@jreadman // @searchlabs
B2C - Clients
Global SEM & SEO Opportunities
@jreadman // @searchlabs
Global ecommerce stats… now…
@jreadman // @searchlabs
Global ecommerce stats… the future…
Researching target markets
@jreadman // @searchlabs
Who’s Online…. On What Device?
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012* 2013*0
10
20
30
40
50
60
70
80
90
10096.2
38.8
16.5
29.5043327264554
9.8
Global ICT developments, 2001-2013
Mobile-cellular telephone subscrip-tionsIndividuals using the InternetFixed-telephone subscriptionsActive mobile-broadband subscrip-tions
Per
100
inha
bita
nts
Note: * EstimateSource: ITU World Telecommunication /ICT Indicators database
@jreadman // @searchlabs
Who’s Online
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012* 2013*0
10
20
30
40
50
60
70
80 77.7
41.3
28.0
DevelopedWorldDeveloping
%Percentage of households with Internet access
by level of development, 2002-2013
The developed/developing country classifications are based on the UN M49, see: http://www.itu.int/ITU-D/ict/definitions/regions/index.htmlNote: * EstimateSource: ITU World Telecommunication /ICT Indicators database
@jreadman // @searchlabs
2012 → 2016
Ecommerce growth globally
@jreadman // @searchlabs
50%49%
68%
49%
138%229%
2012 → 2016
Ecommerce growth globally
@jreadman // @searchlabs
Identifying Markets
BDO
Search Labs
@jreadman // @searchlabs
Internet Penetration
@jreadman // @searchlabs
2%
5%
10%11%
13%
15%
18%18%20%
29%
UK China GermanyFrance US Spain Russia Italy Brazil India
Online as a % of total ad spend
@jreadman // @searchlabs
@jreadman // @searchlabs
Finding Your Global Search Market
@jreadman // @searchlabs
How to identify markets
@jreadman // @searchlabs
Identifying Markets
BDO
Search Labs
@jreadman // @searchlabs
Identifying Markets
BDO
Search Labs
@jreadman // @searchlabs
Identifying Markets – Invest in Proper LOCAL Research
Local Market Opportunity
Keyword Research
Relevancy and volumes
Competitor Analysis
Pricing
Product/Service offering
Delivery
Marketing strategy & techniques
@jreadman // @searchlabs
Not just Google
@jreadman // @searchlabs
Testing the Local Market
@jreadman // @searchlabs
Localizing Your Website
ProductsBusiness
Logic Website
SEO
PPC
Display
Affiliates
Social
Generate traffic
@jreadman // @searchlabs
Don’t use automated translation services
@jreadman // @searchlabs
Don’t use automated translation services
@jreadman // @searchlabs
Cultural Nuances
@jreadman // @searchlabs
Global Traffic Sources
@jreadman // @searchlabs
Driving Local Profitable Traffic
SEO, PPC, Display Ads, Affiliates, Social, Email etc….
Test the market with localized PPC once you have a
fully localized website/landing page – A/B test, learn &
refine
Localize site & all content with future SEO in mind.
@jreadman // @searchlabs
Is Partial Localization an Option?
PPC in Spanish
Landing on US English site
High Cost
Low Conversions
Do it properly or not at all
@jreadman // @searchlabs
Localization NOT Translation
@jreadman // @searchlabs
Localization and SEO
On-going living process – NOT a one off exercise
@jreadman // @searchlabs
Localizing Your Website…it’s not just the words
Sneakers/Pants/Thongs/Fanny-pack
Postcodes in Ireland
Credit Cards in Germany
Cash in Russia
Currency – Scandinavians aren’t keen on the €
Local import regulations & taxes
Google is in Hong Kong but not China
@jreadman // @searchlabs
Summary
Research your potential markets
Utilize online tools
Plan and research properly
Localize fully – not just “translation”
On-going mother-tongue SEO and PPC
@jreadman // @searchlabs
Q & A - Contact Details
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