Link building is subject to the same linguistic, cultural and localisation challenges as any other aspect of international marketing. Links do not necessarily carry the same value across every market, and a tactic that works well in one country might [...]]]> Link building is subject to the same linguistic, cultural and localisation challenges as any other aspect of international marketing. Links do not necessarily carry the same value across every market, and a tactic that works well in one country might yield poor results in another.

The importance of links, however, is the same everywhere and therefore getting your global link building strategy right is an essential element of any international SEO project. Bastian Grimm will be speaking on international link building at the International Search Summit @ SMX Munich next month, and here he gives an insight into the topic and what delegates can expect in Munich.

What do you see as the major challenges for organisations targeting a multilingual audience?

“You have to get to know them; all of them – individually!” So what does it mean? Having done quite a bit of work within international companies I’d say the biggest issue is, to find out what actually works on a per-market basis. And to do so you really need to understand your audience which, obviously, differs for each country – and language. That being said, I think a successful multilingual SEO campaign needs a heavy preparation. So if you’re not simply replicating your strategy from another country (which you clearly should not do without further validation!) you have to accept that it’ll just take time, money, market-specific knowledge and a lot of work to successfully conquer another country or language.

What area of search do you see as most important for international marketers in 2012?

Usually companies operating in international environments are big brands – and updating / changing their websites does usually take quite a bit of time (not days, but months and sometimes even worse). Since Google continues pushing in new stuff like the hreflang=X property and because I expect them to continue doing so, I’d say one of the really important tasks for international marketers is going to be testing and validating new stuff before it actually goes live; which means you’d have to have multiple domains in multiple languages just for testing. This is quite a bit of work and might cause some headaches, I’d guess.

What are the biggest pitfalls to consider when developing a global link building strategy? Is it possible to have a global link strategy, when each market needs a localised approach?

It’s still the same problem as it used to be for years now: Markets do need their localised approaches; however this will cause problems with administration, handling all those different agencies and link-builders, etc. – it’s an administrative pain

And very generally speaking one needs to consider that almost everything is different on a per-country basis. Link profiles are very, very different. Looking – for example – at the amount of links, difference in deep- / start-page link ratios, types of TLDs linking-in, anchor-text distribution, geo-distribution in terms of IPs linking in, etc. – it all just differs. And that simply means you have to do a competitive analysis for each market you’re planning to build links for and  need to consider the industry as well.

What will delegates gain from your session at ISS?

I’ll try to come up with a cheat-sheet on what to actually consider when you start doing link-building in multiple markets. So the idea is to provide some kind of “what’s really important, where do I get it and what do I need to do with it?” kind of approach based on real-world data from various countries, which – I think – will be quite interesting.

And finally, why attend the International Search Summit?

That’s an easy one! There is only one truly international-dedicated conference – ISS. That being said I do like the broad range of topics but still all being focused on international search. So if you’re in international search marketing, be sure not to miss it! See you in Munich.

International Search Summit Munich will take place on Thursday 29th March, as part of SMX Munich. Full agenda and registration information is available on the website. All sessions at ISS are in English.

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Geo-targeting is a common problem for organizations with an international website, who are targeting multiple languages and regions around the world. Making sure the right user sees the right content at the right time is the goal – but achieving [...]]]> Geo-targeting is a common problem for organizations with an international website, who are targeting multiple languages and regions around the world. Making sure the right user sees the right content at the right time is the goal – but achieving that is not always easy. How do you ensure that all your UK customers aren’t seeing prices in dollars or that your Spanish users aren’t seeing product pages that are only available in Peru?

Well Google has recognised these challenges and has adapted the way website owners can signal the intended recipients of web content. It may appear confusing at first – it did for me at least – and does need careful implementation but Google is offering a helping hand to marketers struggling with geo-targeting and duplication issues.

There are several excellent explanations of what has changed and how it can be implemented on SearchEngineLand and SearchEngineWatch so I won’t replicate that here, but there are two scenarios where this new markup will apply:

• Websites targeting multiple regions with very similar content in the same language (e.g. the US, the UK and Australia in English)
• Websites that have fully translated content, targeting multiple markets (e.g. German, French and Spanish pages)

This change is mainly applicable to international websites hosted on dotcoms, with subdomains for each market rather than those on local domains, which clearly target a specific market. While local domains provide clear signal to both search engines and users that the site is locally relevant, and therefore, are is still a recommended strategy, Google’s changes will improve the targeting for dotcoms.

Google Webmaster Trends Analyst Susan Moskwa will be speaking at the International Search Summit at SMX West, where she will be discussing how to implement the rel=”alternate” hreflang markup and sharing examples of when to use it, as well as answering delegate questions.

The International Search Summit will be held on Monday February 27^th, as part of SMX West. It focuses entirely on international and multilingual search and social marketing and sessions will include Global Domain Strategies, Spanish SEO, Global Social Media, and The Other Search Engines.

Early Bird Rates expire on Saturday January 28^th.

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International SEO will be a key topic at the upcoming International Search Summit on 24th November, where delegates will be guided through the challenges of marketing to a global audience by  international marketing specialists who have been there, done [...]]]> International SEO will be a key topic at the upcoming International Search Summit on 24th November, where delegates will be guided through the challenges of marketing to a global audience by  international marketing specialists who have been there, done it – and survived!

Annabel Hodges, aka @searchpanda, will be speaking on the international SEO panel, where she and her OMD colleague Martin MacDonald, will share strategies, tips and techniques for successfully optimising multilingual websites. We chatted to Annabel ahead of the Summit.

What are the common mistakes you see organisations making in global search campaigns? How can they be avoided?
The most common mistakes are I think still the simplest and most obvious. E.g. assuming that because two countries speak the same language, they must be similar in culture. France and French Quebec are worlds apart! Despite this, people continue to treat countries of the same language in a similar manner.  How to avoid this? Well I’m repeating myself in another of your questions here but I genuinely do think it still boils down to the most simply (yet often ignored) steps of international search. Understanding your audience. Do the research, learn the culture, get experts on board.

How can organisations achieve scale in international SEO to improve cost and time efficiency?
Working for a company like OMD, our life is made very easy as there are so many international colleagues in so many countries available to reach out to. I would say that one new country-targeted site done well is better than 100 international sites rolled out with no strategy. Both from a branding perspective and an ROI one. Poorly translated sites are far less likely to convert!

Don’t do everything yourself, look for commercial partners that understand your target market. This doesn’t have to be a huge investment or an entire company, even having one local member of staff can have huge impact. It may seem like a waste of money but the benefits should outweigh the cost.

What role, if any, do you think social plays in international seo?
I think social is big now and will be huge for the foreseeable future . Facebook has taken over the world but that’s not to say that other smaller social sites like Ameba in Japan or Tuenti in Spain should be forgotten.
More importantly, the world’s population is growing increasingly used to being social. No matter their choice of platform – ideas like infographics and creating digital content in general can be easily (and cheaply) used in a  global manner. Much more so than traditional media.

What is the biggest challenge facing international search marketers in 2011?
I don’t think the biggest challenges for international search are really any different to those faced by SEOs in the English language. Crucial over the next few months will be adapting to changes on the search landscape – from recent changes to GA tracking to increasingly frequent and impactful algorithmic changes such as Panda. It’s not the language that is important here, it is the wider strategy and understanding.

If you could give marketers working on global campaigns just one tip, what would it be?
It’s been said a thousand times before but: “Understand your audience”!
I’ve seen and heard too many stories of companies pushing forward into new counties without stopping to consider cultural/language differences or even simply tax/finance rules – and being hit hard.

Finally, why attend the International Search Summit?
ISS allows marketers from around the world to indulge in their more niche search concerns . Although the wider strategies are applicable to all, I think it is both helpful and reassuring to be able to hear and discuss specifics that relate to building up an international business. Personally I’ve always found real case studies to be really interesting and inspiring, particularly when dealing with international expansion and succeeding in search.

Find out more about the International Search Summit and Register at the best rates

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International SEO, Geo-targeting, Global Search Trends, International PPC and Multilingual Video Optimisation are just some of the sessions on offer at the International Search Summit London on November 24th.

Targeted at international marketers, the Summit focuses on the topics, issues [...]]]> International SEO, Geo-targeting, Global Search Trends, International PPC and Multilingual Video Optimisation are just some of the sessions on offer at the International Search Summit London on November 24th.

Targeted at international marketers, the Summit focuses on the topics, issues and challenges involved in creating and managing search and social media campaigns in multiple markets and languages.

The speakers at the Summit are all experienced in the international space and will share tactics, best practice, case studies and strategies for running successful global web marketing campaigns.

A full agenda is online and early bird rates apply until 31st October.

Kristjan Mar Hauksson, a regular speaker at the event,  answers a few quick fire questions on international search marketing:

Kristjan, what is the biggest challenge facing the international search marketer in 2011?
“In my experience it is their mistake of generalizing when approaching foreign markets, that is thinking that their experience in one market works in another”

In your opinion, what are the biggest opportunities available to organisations venturing into overseas markets?
“Realizing the potential!”

You’re speaking on Global Reputation Management at ISS. What are the biggest mistakes you see organisations making when it comes to managing their brand online?
“Churning out content without a clear strategy, both short and long term”

What do you think are the most effective online channels to use as part of a reputation management strategy?
“For distribution there are as many as there are countries, there are also as many as the audience groups you are targeting so I cannot say that there are any that stand out. But I can say that the strategy needs to be in place before you start and then choose the channels not the other way around”

If you could give just one tip to anyone embarking on a global search campaign, what would it be?
“Give it time and be patient. The ROI will come”

Finally, why attend the International Search Summit?
“Simple: Good speakers, good engagement with the speakers and relevant topics”

To see the full agenda, check out delegate testimonials and book your place, visit www.internationalsearchsummit.com.

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International SEO, Geo-Targeting, Indexing International Social Signals and Search Marketing in Russia and Korea are just some of the topics on the agenda at the upcoming International Search Summit @ SMX East.

Taking place on September 12th in New York [...]]]> International SEO, Geo-Targeting, Indexing International Social Signals and Search Marketing in Russia and Korea are just some of the topics on the agenda at the upcoming International Search Summit @ SMX East.

Taking place on September 12th in New York City, the Summit will immerse delegates in a day of insights, debates and discussions on a range of international search and social media topics.

We’ll be welcoming back speakers such as Bill Hunt, a regular Medallion Award winner, and Yandex’s Preston Carey, as well as new faces including Korean search engine Naver and Rishab Aiyer Gosh from Topsy.

Check out the full agenda

The Summit is designed for anybody working on online marketing campaigns across more than one market or language. It focuses on issues specific to running international campaigns and provides a forum for delegates to share their challenges and find solutions.

Still unsure if ISS is for you? Here are five reasons to attend:

* Unique Content: ISS covers topics you won’t find anywhere else. It goes beyond the basics to explore the complex world of international search marketing and will leave you with a host of ideas and strategies to implement in your own organisation.

* Expert Speakers: ISS is committed to delivering quality content from experts in their fields. Every speaker works in the international space and will provide invaluable insights.

* Networking: ISS puts you together with other global marketers, working on the same kind of projects as you, and facing the same challenges. The contacts you’ll make and experiences you’ll share will help you view your international projects with fresh eyes and renewed enthusiasm.

* Interactive Sessions: We know you’ll have loads of questions about your international SEO, PPC, social, mobile campaigns and projects – and we want you to get all the answers. There are numerous opportunities for Q&A, as well as dedicated breakout sessions to enable smaller groups to focus on a specific topic that is relevant to them.

* Proven Success: It’s not a coincidence that many attendees attend ISS time and time again or that they’re happy to share the positive experiences they had at the show – check out our testimonials!

Super Early Bird Rates are only available until July 16th, so register now to secure the best rates.

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The early bird rates for the International Search Summit @ SMX West will expire on Saturday February 5th – so register now to join us in San Jose.

The Summit will follow SMX West on March 11th,  with a [...]]]> The early bird rates for the International Search Summit @ SMX West will expire on Saturday February 5th – so register now to join us in San Jose.

The Summit will follow SMX West on March 11th,  with a full day of sessions focusing on the issues and challenges of running search and social campaigns across multiple countries and languages.

You should attend the Summit if you want to:

-    Identify the best international opportunities for your business
-    Learn new techniques for improving existing international campaigns
-    Avoid wasting money on poorly planned and executed international activity
-    Discover language and cultural factors which could affect your success
-    Understand user behavior in different regions
-    Network with fellow global marketers, as well as experienced international specialists

All of the speakers at the Summit are there because of their experience in international and multilingual online marketing. Here’s our speaker line-up:

Andy Atkins-Krüger – CEO of International Search agency WebCertain and regular speaker and columnist on all things global. Also, the Chair of the International Search Summit events.

Konstantin Guericke – CO-Founder of LinkedIn and a driving force behind the network’s global expansion.

Philippe Pieri – Global Web Strategy Manager at Cisco, and responsible for its 85 websites around the world.

Bill Hunt – Renowned global marketer, former Director of Global Search Strategy for Ogilvy and CEO of Global Strategies International and now President of Back Azimuth Consulting.

Maura Ginty – Search and Social Manager at Autodesk and responsible for establishing the first centralized SEO, web content and social media programs for the global software company.

Michael Bonfils – CEO of WebCertain’s US division, Michael has worked on multilingual search campaigns for many years, with particular expertise in the Asian markets.

Motoko Hunt – Owner of AJPR, a Japanese search agency and Chairman of SEMPO’s Asia Committee, Motoko has been working in global search for over a decade.

Jay Webster – Jay comes from an advertising and technology background, and  is the Divisional Vice President for Quova – a leader in IP Geo-location and geo-targeting.

There are also a couple of speakers yet to announce! View the full agenda.

There will be Q&A opportunities with all of our speakers, as well as an “Everything you wanted to know about International Search” Panel, giving delegates an open forum to ask anything they want to know about search and social marketing around the world.

Tickets can be booked as part of an SMX combi-pass or just for the International Search Summit. Register before Saturday February 5th to secure the best rates

The International Search Summit has been running since 2008 covering a range of international seo, ppc and social media topics, with speakers from around the world.

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On October 6th, the Bell Harbor Conference Center in Seattle will host the the first International Search Summit in North America – but what is special about this event and why should people attend?

Michael Bonfils, CEO of WebCertain [...]]]> On October 6th, the Bell Harbor Conference Center in Seattle will host the the first International Search Summit in North America – but what is special about this event and why should people attend?

Michael Bonfils, CEO of WebCertain US and the host of the Seattle Summit sums it up when he says, “Most conferences only speak about English and US related issues – there is a need to talk about the other 75% of the entire search market”.  And with more and more companies deciding they have reached a plateau in their home markets and branching into international markets, this other 75% is becoming increasingly relevant and important.

The US and Canada often sees new changes and developments in the online world before many other countries – for example the Yahoo! and Microsoft Search Alliance – so it is essential that marketers understand what is happening in each target market – and develops search and social media campaigns that are appropriate for that market.

In one session at the International Search Summit, Kelly Thomas Nojaim from Microsoft will be talking about the global plans for the alliance and what it will mean for international search. As Michael says, “Kelly’s discussion is going to be very insightful. As Google holds the majority of international market  share, I would like to know what it’s going to take to change that”.

One market in which the alliance is unlikely to have much impact is Russia, where local search engine Yandex has the majority of the market share. The Head of Advertising Technology for Yandex, Eugene Lomize, is traveling to Seattle from Moscow to share with delegates how the search engine maintains its strong position in the Russian market and what marketers need to do to appeal to Russian users and run successful campaigns in the country.

Japan is another potentially lucrative market, with a population that is very internet  savvy and search trends of its own. Koichiro Fukasawa, a Japanese search specialist and founder of Wasabi Communications, will be delving into the Japanese market and looking at key trends and developments which should shape any search and social campaigns targeting this market.

International marketers are now facing even tougher challenges, as the growth of social media continues at a phenomenal rate.  In the past year, Twitter and Facebook have increased their users in every global region and its clear that they are not just a fad, but here to stay. At the Summit, John Yunker and Anne Kennedy will focus on Twitter and Facebook, looking at how marketers can use them to  develop effective global strategies and boost international engagement.

Sometimes figuring out where a website is  going wrong, or where is the best place to start is the biggest battle and the Global Site Clinic at the International Search Summit gives delegates the chance to put their websites in front of the panel and get some guidance and advice on the spot.

The International Search Summit exists because international search is a discipline of its own. While there are of course techniques, rules and technologies that apply to all markets, there is a whole new set of challenges, strategies and tools that come into play when targeting multiple markets in multiple languages. The International Search Summit Seattle will attempt to address at least some of them, and send delegates home with a ton of knowledge, data points and insights to help drive their global campaigns.

If you’re involved in international search and social media, you don’t want to miss this event.

Tickets for the Summit are still available – view the full agenda and book your place now.

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In January 2010, YouTube was the second most used search engine in the United States – a single statistic that demonstrates just how popular the medium has become. Video is used by a wide range of people for numerous different [...]]]> In January 2010, YouTube was the second most used search engine in the United States – a single statistic that demonstrates just how popular the medium has become. Video is used by a wide range of people for numerous different reasons and it offers huge opportunities for marketers to reach their target audience.

However, as with any form of search marketing, videos need to be optimised to ensure relevant users will find them in amongst the millions of videos posted daily.

Andy Atkins-Krüger discusses video as an international tool in the Multinational Search column on SearchEngineLand but here are a few key ways of optimising your video for an international audience.

1. Subtitles

With little time and effort, a video can be subtitled in multiple languages making it comprehensible by users of that language, as well as enabling it to be indexed by search engines.

2. Dubbing and translating voice overs

This is quite tricky when dubbing videos where somebody is speaking – as it is impossible to synchronise the audio with the movement on screen – which is likely to put many users off watching. There are ways round this, however, by using alternative images or adding in powerpoint slides to substitute the “talking heads”.

However, it is much easier to do when the video has been filmed with intention of being internationalised, as only images and shots which are suitable for dubbing will be included.

3. Demonstrations

Sometimes audio can be unnecessary on a video, if the message can be presented visually – such as product demonstrations. When this is the case, all your efforts can go into the transcription accompanying the video.  This can be written in using the relevant keywords for each target language – improving the user experience by explaining the video, as well as increasing its visibility in search engines.

International Video Optimisation is a key feature on the International Search Summit agenda on May 13th at The Barbican in London. Speaking on the topic will be Bruce Daisley, Head of YouTube in UK and Greg Jarboe, author of YouTube and Video Marketing: An Hour a Day. Alongside Andy, they will aim to  make the world of video more accessible and offer practical and actionable advice which can be applied to any multilingual campaign. Bookings made before 23rd April, will receive a complimentary copy of Greg’s book.

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