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Utilizing Global Search Engines to Penetrate Global Markets

Utilizing Global Search Engines to Penetrate Global Markets. Curt Porritt SVP of Marketing cporritt@mastercontrol.com. What All Global Companies Want:. Localized Websites That: Generate a steady stream of qualified visitors ;

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Utilizing Global Search Engines to Penetrate Global Markets

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  1. Utilizing Global Search Engines to Penetrate Global Markets Curt Porritt SVP of Marketing cporritt@mastercontrol.com

  2. What All Global Companies Want: Localized Websites That: • Generate a steady stream of qualifiedvisitors; • Convert those visitors into buyers of their products and services; • Generate significantly more revenue for their business from the Internet.

  3. What’s Hot

  4. What’s Hot Search Engines Are Easily The Most Popular Form of Online Advertising!

  5. 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

  6. Europe Growing Faster Than U.S. The European Search Market is Going to Explode Over the Next Five Years.

  7. What Are The Costs? Cost Per Lead Is Lower Than Any Other Form Of Advertising!

  8. What Are The Results?

  9. Natural or Organic Results Pay Per Click or Sponsored Links Key #1Optimize Website Key #2Backward Links

  10. Ultimate Goal:Help prospects find your company instead of your competitors

  11. 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

  12. How Tools Can Help This Process • Example of tools used for search engine marketing (See Sample Spreadsheets)

  13. 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

  14. Steps To iSEO Success • Generate a list of relevant of keywords people use when searching in each target language. • Incorporate keywords into your normal translation process/tools. • Create specific web pages for each target keyword. • Integrate these web pages into each of your international web sites. • Obtain high-quality links to each target web site/page. • Don’t duplicate content (read “translation memory”)

  15. 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

  16. What Can You Expect?

  17. What Can You Expect?

  18. Bottom Line:You’re Not Going To Stop It International prospects are going to use search engines to find either your website or your competitor’s website. The choice is yours!

  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.

  20. Utilizing Global Search Engines to Penetrate Global Markets Thank You! Any questions or comments?

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