global search marketing tactics
DESCRIPTION
Lessons learned while doing global search marketing campaigns.TRANSCRIPT
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Global Search Marketing Tactics:
Europe
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Who am I and who do I work for?
Joost de Valk
• Dutch male
• SEO & Webdeveloper
• Search Strategist for Onetomarket, with clients like:
• KLM, Wegener (Mecom), Conrad, AMEX
• I blog at www.joostdevalk.nl on SEO, WordPress, Analytics, and Webdevelopment
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The problem of search marketing in Europe
48 countriesJust about 48 languages as well
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The state of search
Source: Nielsen//NetRatings home and work data (UK, FR, DE, IT, SE, US) and home data (ES, CH) Apr 05.
64%
73%
74%
74%
77%
79%
80%
81%
Sweden
Switzerland
Germany
Italy
Spain
US
UK
France
Active Reach
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The state of search
Rank UK France Germany Italy Spain Sweden Switzerland
1 Google Google Google Google Google Google Google
2 MSN Voila MSN MSN MSN MSN MSN
3 Yahoo! MSN AOL Virgilio Yahoo! Eniro Web
Search
search.ch
4 Ask Yahoo! Yahoo! Libero Wanadoo Eniro Find a person
Yahoo!
5 AOL AOL T-Online Yahoo! Buscador Eniro Find a
company
Bluewin
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Lessons learned
Get real native speakers, everywhere.
• Argentina is not Spain.
• The Netherlands are not Belgium.
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Lessons learned
Same language? Yes?
Same culture? Probably not.
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Lessons learned
Host locally
Use country specific domains
• Or use subdomains otherwise
Consider geo targetting to countries and regions
• But check whether it’s any good in your target country
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Lessons learned
Adapt your strategy. Be as agressive as need be.
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Lessons learned
Get local links everywhereMake sure they provide real traffic as well
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Lessons learned
Link-bait only to those audiences you really know.
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Very important:
Be creative!
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Thanks
Thanks for your attention!
If you need help with your European search marketing:
• +31 26 352 1870