utilizing global search engines to penetrate global markets
DESCRIPTION
Utilizing Global Search Engines to Penetrate Global Markets. Curt Porritt SVP of Marketing [email protected]. What All Global Companies Want:. Localized Websites That: Generate a steady stream of qualified visitors ; - PowerPoint PPT PresentationTRANSCRIPT
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What All Global Companies Want:
Localized Websites That:
• Generate a steady stream of qualified visitors;
• Convert those visitors into buyers of their products and services;
• Generate significantly more revenue for their business from the Internet.
3
Projected Advertising Growth in 2006Source: AdAudit Services, Borrell Associates, Inc.
Broadcast TV19%
Direct Mail17%
Newspapers10% Other Print
9%
Radio7%
Cable7%
Out of Home4%
Directories3%Telemarketing
0%
Online24%
What’s Hot
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Search Engines
Are Easily The Most
Popular Form of Online
Advertising!
What’s Hot
Internet Advertising Spending by CategorySource: PricewaterhouseCoopers LLP/IAB, April 2004)
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
$4,000
$4,500
2000 2001 2002 2003 2004 2005
$ M
illi
on
Keyw ord Search
Rich Media
Display Ads/Banners
Classif ieds
Sponsorships
Slotting Fees/Other
Interstitials
Referrals
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Europe Growing Faster Than U.S.
“The European search market is currently about 20-25% that of the
United States, but given a higher rate of growth, it is projected to reach
almost 40% of the total search market by 2010.”
Source: Forrester Research, Europe’s Search Engine Marketing Forecast
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The European Search Market
is Going to Explode Over the Next Five
Years.
European Search Engine Marketing(Source: Forrester Research)
$1.06
$1.74
$3.73
$0.0
$0.5
$1.0
$1.5
$2.0
$2.5
$3.0
$3.5
$4.0
2004 2005 2010
Bill
ion
s U
SD
Europe Growing Faster Than U.S.
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Cost per Lead Across Various Direct Marketing MethodsSource: PiperJaffrey
$0.45 $0.55$1.18
$2.00
$9.94
$0.00
$2.00
$4.00
$6.00
$8.00
$10.00
$12.00
Search e-Mail Yellow Pages Banner Ads Direct Mail
Cost Per Lead Is Lower Than Any Other Form Of Advertising!
What Are The Costs?
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What Are The Results?
L10N Only
G5-6NL10N Only
G5-6N
L10N Only
G5-6N
0%
100%
200%
300%
400%
500%
RelativeCosts
# ofVisitors
RevenueFrom Site
I mpact Of Google-ization
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Pay Per Clickor
Sponsored Links
Natural or Organic Results
Key #1 Optimize Website
Key #2 Backward Links
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Ultimate Goal: Help
prospects find your company instead of your
competitors
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L10N and iSEO
To be effective, iSEO requires that EXACT terminology be used. For example:
Keyword # of Searches per Month
Budget car rental 450,000 (company)
Cheap car rental 430,000
Discount car rental 240,000 (company)
Economy car rental 16,000
Car rental bargain 11,500
Lowest price car rental 10,300
Cheapest car rental 6,200
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How Tools Can Help This Process
• Example of tools used for search engine marketing
(See Sample Spreadsheets)
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Translation Memory Issues
• Search engine don’t like duplicate content
• If you have translated text on one web page that’s basically the same as the text on another page, only one of them will be ranked (if any)
• This applies to pages within your own site as well as pages from another website.
• The more original content you have, the better
• Costs more, takes more time and effort
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1. Generate a list of relevant of keywords people use when searching in each target language.
2. Incorporate keywords into your normal translation process/tools.
3. Create specific web pages for each target keyword.
4. Integrate these web pages into each of your international web sites.
5. Obtain high-quality links to each target web site/page.
6. Don’t duplicate content (read “translation memory”)
Steps To iSEO Success
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HANDOUT: SEO Basics
• Come get one if you’re interested
• How to write “landing pages”
• How to post landing pages to your website
• Getting links from press releases
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What Can You Expect?
Keyword 11/6/2003 11/11/2003 11/17/2003 11/29/2003 12/9/2003 12/22/2003 1/12/2004 Queries Difficulty Enginebusiness graphs no rank no rank 1 1 1 1 1 807 A Googlegraph program no rank no rank 3 2 1 1 1 653 A Googlegraphing programs no rank no rank 4 3 1 1 1 2788 A Googledata visualization tool no rank no rank 2 3 3 2 2 184 A Googlebusiness chart no rank no rank 5 4 2 3 2 751 A Googlepie graphs 21 20 4 6 5 3 3 12824 A Googlepie graph 63 61 29 37 24 4 3 8167 A Googlebusiness mapping software no rank no rank 25 38 119 8 5 299 C Googlechart and graph no rank no rank 11 10 7 8 7 8503 C Googleweb graph no rank no rank 14 17 5 8 8 207 C Googlebargraphs no rank no rank 12 13 7 9 8 617 A Googleexecutive dashboards no rank no rank 1 3 6 10 8 359 A Googlepiecharts no rank no rank 9 9 10 9 9 89 A Googlebar chart no rank no rank no rank 522 287 13 13 3180 B Googlereporting tool no rank no rank 42 43 17 13 14 2073 C Googledigital dashboards no rank no rank 17 18 17 16 15 576 A Googlebar charts 575 575 30 35 26 23 19 3240 B Googlebar graphs 75 65 24 22 21 22 21 25328 A Google508 compliance 59 58 35 35 36 28 27 2367 C Googlemapping software no rank no rank no rank 304 544 70 71 76792 E Googlesection 508 no rank no rank no rank 529 408 409 112 2776 D Googleinteractive map no rank no rank no rank 588 382 381 344 4930 D Google
Keyword Rank Report
Actual 10x Client
17
Average Rankings of a 10x Marketing Client(2.5 months * 50 keywords * over 350,000 monthly searches)
0
20
40
60
80
100
120
140
160
180
200
Yahoo
MSN
What Can You Expect?
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International prospects are going to use
search engines to find either
your website or your
competitor’s website.
The choice is yours!
Bottom Line:You’re Not Going To Stop It
European Search Engine Marketing(Source: Forrester Research)
$1.06
$1.74
$3.73
$0.0
$0.5
$1.0
$1.5
$2.0
$2.5
$3.0
$3.5
$4.0
2004 2005 2010
Bill
ion
s U
SD
19
Summary
• Search engines are becoming a vital element to global success.
• International search engine optimization (iSEO) will have an unavoidable impact on localized websites.
• Incorporating iSEO practices into your normal localization process will yield huge rewards over the coming years.
Thank You!
Any questions or comments?
Utilizing Global Search Engines to Penetrate
Global Markets