Synchronised Global Search Marketing

Oscar CarrerasStrategist, oscar.carreras@webcertain.com

Volker BalluederBusiness Development Manager, volker.ballueder@webcertain.com

24 February 2009

• 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

WebCertain – who are we?

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. SEOGeo-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. SEOLanguage 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

International SEO: Definitive guide

English version of the client site in the UK. The page optimisation is targeting several keywords by using them in strategic locations throughout the page. Title, URL, meta description, heading, first hundred keywords and body content.

International SEO: Definitive guide

International PPC

• 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

Selecting the Right Media Channels in LATAM & APAC

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 Strategy

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

Global PR

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:

– Russia (Jan)

– Brazil (Mar)

– India

– China

• International Search Summits 2009:

– 13th March: Oslo, Norway – Global Search

– August: San Francisco, USA

– 29th November: London

And the Winner is…..

Slides will be available from our

Linkedin profiles.

Follow us on Twitter.

14th May 2009 London

Social Media Marketing around the World

Speakers include:

£100 Discount - Code:EXH09