Global SEO // PPC // Content Marketing - How to go global online

© Search Laboratory Ltd 2013. All rights reserved.

Leeds T: +44 113 212 1211

London T: +44 207 147 9980

Global SEM // SEO // Content MarketingSES Chicago – November 2013

@searchlabs @jreadman

London // New York // Leeds

Agenda

Who are Search Labs?

What is the opportunity?

How to identify growth markets?

Process & practical steps to take

Q & A

@jreadman // @searchlabs

Global Search Marketing Experts – Content // SEO // PPC // CRO

PPC then Content & SEO

150+ clients, 18 countries working in 35 Languages

“Science” NOT “Art” – ROI & profit focused

Ethical, transparent and sustainable approach

Smart Software & Smarter People

162 full time staff and 25 part-time

Global online ecommerce & lead generation specialists

Search Laboratory


What we do….

….globally in any language


What we do….



What we do….



What we do….


B2B Clients


B2C - Clients

Global SEM & SEO Opportunities


Global ecommerce stats… now…


Global ecommerce stats… the future…

Researching target markets


Who’s Online…. On What Device?

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012* 2013*0

10

20

30

40

50

60

70

80

90

10096.2

38.8

16.5

29.5043327264554

9.8

Global ICT developments, 2001-2013

Mobile-cellular telephone subscrip-tionsIndividuals using the InternetFixed-telephone subscriptionsActive mobile-broadband subscrip-tions

Per

100

inha

bita

nts

Note: * EstimateSource: ITU World Telecommunication /ICT Indicators database


Who’s Online

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012* 2013*0

10

20

30

40

50

60

70

80 77.7

41.3

28.0

DevelopedWorldDeveloping

%Percentage of households with Internet access

by level of development, 2002-2013

The developed/developing country classifications are based on the UN M49, see: http://www.itu.int/ITU-D/ict/definitions/regions/index.htmlNote: * EstimateSource: ITU World Telecommunication /ICT Indicators database


2012 → 2016

Ecommerce growth globally


50%49%

68%

49%

138%229%

2012 → 2016

Ecommerce growth globally


Identifying Markets

BDO

Search Labs


Internet Penetration


2%

5%

10%11%

13%

15%

18%18%20%

29%

UK China GermanyFrance US Spain Russia Italy Brazil India

Online as a % of total ad spend



Finding Your Global Search Market


How to identify markets


Identifying Markets

BDO

Search Labs


Identifying Markets

BDO

Search Labs


Identifying Markets – Invest in Proper LOCAL Research

Local Market Opportunity

Keyword Research

Relevancy and volumes

Competitor Analysis

Pricing

Product/Service offering

Delivery

Marketing strategy & techniques


Not just Google


Testing the Local Market


Localizing Your Website

ProductsBusiness

Logic Website

SEO

PPC

Display

Affiliates

Social

Email

Generate traffic


Don’t use automated translation services


Don’t use automated translation services


Cultural Nuances


Global Traffic Sources


Driving Local Profitable Traffic

SEO, PPC, Display Ads, Affiliates, Social, Email etc….

Test the market with localized PPC once you have a

fully localized website/landing page – A/B test, learn &

refine

Localize site & all content with future SEO in mind.


Is Partial Localization an Option?

PPC in Spanish

Landing on US English site

High Cost

Low Conversions

Do it properly or not at all


Localization NOT Translation


Localization and SEO

On-going living process – NOT a one off exercise


Localizing Your Website…it’s not just the words

Sneakers/Pants/Thongs/Fanny-pack

Postcodes in Ireland

Credit Cards in Germany

Cash in Russia

Currency – Scandinavians aren’t keen on the €

Local import regulations & taxes

Google is in Hong Kong but not China


Summary

Research your potential markets

Utilize online tools

Plan and research properly

Localize fully – not just “translation”

On-going mother-tongue SEO and PPC


Whitepaper & Quiz

http://goo.gl/IS9YB


Q & A - Contact Details