PubCon – European Site Optimization
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.
- Dixon Jones
- Michael Bonfils, President, SEM International
- Andy Atkins-Krueger, Managing Director, Web Certain Europe Ltd
- Thomas Bindl, SEO Consultant, ThomasBindl.com
- Kim Frederiksen, Co-founder and SEO expert, Addvisors Copenhagen
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.
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.
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.
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.
- To get into the German market, use a .de and not a sub-domain.
- Use local contact (there are many companies)
- 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
- Easiest. Yahoo/Overture Japan and Google.
- Translation is tough
- Get a .jp domain (co.jp, or.jp , ne.jp)
- Include proper contact information
- 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
- 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?
Do a keyword research:
- Have a glossary
- translate well
- 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!
- 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