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Global Search The World Beyond Google

Global Search The World Beyond Google. Aoife McIlraith Director of Global Search Lionbridge, Ireland. Email: Aoife.mcilraith@lionbridge.com. ie.linkedin.com/in/ aoifem. 1. ‘Search’. 2. SEO S earch E ngine O ptimization (SEO) Organic

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Global Search The World Beyond Google

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  1. Global SearchThe World Beyond Google Aoife McIlraith Director of Global Search Lionbridge, Ireland Email:Aoife.mcilraith@lionbridge.com ie.linkedin.com/in/aoifem

  2. 1. ‘Search’ 2. SEO Search Engine Optimization (SEO) Organic SEM Search Engine Marketing Pay Per Click (PPC) Paid Search

  3. Global search and content discoverability is a critical business function; ensuring that your brand and content can be found online in local markets - goes beyond great localization Search & Content Discoverability Content Discoverability How and where local users find your brand, localized content and on what device type Search behavior and Intent Understanding local user search behaviors and intent and ensuring the correct content is surfaced to that search query Localized keyword research Organic Search & Paid Dominant Local Search Engines Internal Search Curation and optimization of the content on your web site

  4. China North America Russia South America Europe Oceania South Korea Africa Japan 1. 2. 3. 1. 2. 3. 1. 2. 3. 1. 2. 3. 1. 2. 3. 1. 2. 3. 1. 2. 3. 1. 2. 3. 1. 2. 3. Mail.ru Global Search Landscape (Qihoo 360

  5. Structure of a SERP ListingSearch Engine Results Page (SERP) Meta ‘Title’ Meta ‘Title’ URL URL Meta ‘Description’ Meta ‘Description’ Meta ‘Title’ Meta ‘Description’ URL

  6. Global: Search Engine Results Page (SERP) Ads Ads Organic

  7. Japan: Search Engine Results Page (SERP) Organic Ads

  8. South Korea: Search Engine Results Page (SERP)

  9. Russia: Search Engine Results Page (SERP)

  10. China: Search Engine Results Page (SERP)

  11. China: Search Engine Results Page (SERP) ‘Home Page Take Over’ • Brand Zone campaigns offer complete ownership of Branded terms (trademarked) • Stops competitors using and buying your branded keywords • Brand Zone can contain multiple marketing and promotional material. • Including: • Logos • Latest News • QR codes • Product promotions • Videos • Social media links • Downloads and links to apps

  12. Global to Local Search Strategy

  13. Search Engines are constantly updating their algorithms • Google puts out up to 500 updates a year • Resulting in the need to have a resources of suppliers that truly understands the market and search engines. • They must be able to provide consultancy and ensure that your content is continuously, correctly optimized for that specific search engine Search is Always Changing : It is never ‘done’

  14. What’s next? mobile friendly = available + legible + usable don’t disallow resources make users happy! Search is Always Changing. It is never ‘done’ 21st April = Mobile First Global Roll Out

  15. Final Take Away Understand Local Search Engines Do your Research Understand Local User Search Intent Define a Search Strategy per Market Optimize for Dominant Local Search Engine and relevant Methodologies Monitor, Analysis, Report, Iterate Innovate

  16. Some Reference Sites: SEO Tools: https://www.google.com/webmasters/ http://tools.seobook.com/seo-toolbar/ http://moz.com/tools/seo-toolbar http://www.seomofo.com/snippet-optimizer.html www.screamingfrog.com Search Information Sites www.searcheningeland.com http://mashable.com/category/seo/ http://www.chinainternetwatch.com/ https://www.google.com/webmasters/ http://www.bing.com/toolbox/webmaster 谢谢

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