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PubCon – European Site Optimization

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This session is a round up of current international optimization and promotion issues. Panelists will address multi-language issues, Euro PPC/SEO, and how to crack the Southeast Asian riddle.

Moderator:

  • Dixon Jones

Speakers:

Opening the discussion is Kim Frederiksen, Co-founder and SEO expert, Addvisors Copenhagen. She starts by saying that in marketing you need:

  • More business
  • Better business
  • Cheaper business

Kim cites the example of a luxury condo site. The company fared well in the US but outside it was tough and expensive. Their aim was to get more business, better business and cheaper business.

More business:

There are plenty of millionaires who aren’t from the US. These are targets as they like to put their money in real estate. Also, they invest in property in foreign shores. As the dollar’s currently on a decline, this means they can also buy expensive properties.

Better business:

They found that business from outside the US was better and that they were even spending more. In terms of sales, international clients spent $400,000 more.

Cheaper business:

For some reason there wasn’t too much competition. At $.40 per click, they reached the no.1 spot in Denmark & Russia whereas for $3.00 they only got 4th spot stateside.

Next up is Thomas Bindl, SEO Consultant, ThomasBindl.com. On display he has a European map with a an arrow pointing to Germany.

  • 82+ million population
  • GDP per capita is $31,400
  • About 54 million people are online while 46 billion Euros are spent online

Google is bigger there than it is here. It has a marketshare of 93%. In terms of CPCs, there are expensive ones but still lower.

Language Barrier

  • To get into the German market, use a .de and not a sub-domain.
  • Use local contact (there are many companies)

Local:

  • There are 11 million .de domains
  • Popularity if credit cards is rising
  • You have to fulfill some legal requirements
  • Knowing German is highly recommended

Next up is Michael Bonfils, President, SEM International.

Phase 1. Assessment.

  • Assess the usability of your translated site. Ask international students to review your site
  • Analyse your competition
  • Research the Asian market.
  • Eg: China has 162 M (million) users, 45%-female, 55%-male age hrp : 18 to 24.
  • Japan has 69.9! of the populace online, women (20-35 yrs) have 80% buying power
  • Korea has fabulous infrastructure and most of the population is oneline

Phase 2: Planning Phase

  • Map your action Plan
  • For e-commerce, start with Japan, then Korea then China
  • For branding, start with China, Korea and Japan

Japan: Yahoo has 65% reach – lower quality conversions.

China: Baidu rules

Korea: Naver and Yahoo have 80% – 85% marketshare. Google has 1.5 % market share.

Points to remember:

  • Make well-localized keywords, adcopy and landing pages. Avoid an unnatural mix of English and the local languages
  • Think of how funny but not trustworthy "Engrish" signs are
  • Trust building and face to face interaction is HUGE
  • Brand endorsing is huge
  • Keep a track on local competition

Phase 3: Implementation phase

Japan:

  • Easiest. Yahoo/Overture Japan and Google.
  • Translation is tough
  • Get a .jp domain (co.jp, or.jp , ne.jp)
  • Reporting/analytics
  • Include proper contact information

China:

  • Start with Google
  • Implement Baidu directly
  • Only way to pay is via WIRE prepayment of funds
  • No english speaking support
  • Tough validation process
  • Host in China
  • Get a .cn domain
  • Reporting/ analytics
  • Baidu offers a mixed of organic and paid listings

Korea:

  • The more complicated the better
  • Go through Google, Yahoo! etc
  • Get a .kr domain

The last speaker is Andy Atkins-Krueger, Managing Director, Web Certain Europe Ltd.

  • Rapid growth is seen all over the world
  • There are opportunities galore in many countries
  • In Kenya, they are offering free broadband
  • Do a study on which markets to enter
  • Web Market analysis
  • Is it feasibility
  • What kind of an internet audience does it have
  • What is the size of the market?
  • Trans-optimization

Do a keyword research:

  • Have a glossary
  • translate well
  • optimize
  • Tweak according to region
  • Arab companies change navigation from right to left as that is how they write

When to use local and when to use English in your campaign?

  • Use long tail outside English. shows 14 languages/countries compared for long tail (Scandinavia, English, Dutch/Germany, Portuguese etc).
  • Short to Long: Romance, Scandanavian, English, German/Dutch
  • Plurals, prepositions, accents, alternate spellings, inflection, disaggregation

Local links a must!

Final points:

  • Hosting
  • Always use local domain name
  • Percentage of people who use "pages from" change from sector & country
  • Organize a Campaign
  • Displays a slide about what the leading search engine is, Mostly Google
  • Europe loves Social networking
  • Social sites tend to be local ones and not known outside their area

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PubCon – European Site Optimization
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About Navneet Kaushal
Nav is the founder and CEO of PageTraffic, a premier search engine company known for its assured SEO service, web design and development, copywriting and full time SEO professionals.

Navneet has wide experience in natural search engine optimization, internet marketing and PPC campaigns. He is a prolific writer and his articles can be found in the "Best Articles" section of many websites and article banks. As a search engine analyst , he has over 9 years of experience and his knowledge is in application here. WebProNews Writer
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