Posts Tagged Multilingual Search
Multilingual Search Marketing
Posted by Volker in SEM, social media on November 2, 2009
As most of you know I have a background in multilingual or international search marketing with speaking engagements at mayor conferences, e.g. SMX, SES and Internetworld. However, since changing jobs I noticed that multilingual search doesn’t seem to be much of a rocket science as most countries in the Western World are dominated by Google and its algorithm, and the Eastern World has a few search engines you need to watch out for, e.g. Yandex in Russia, Baidu in China, and Naver in Korea.
However, the key to make international search marketing successful is the use of native speakers for the tasks of SEO and PPC, such as keyword research, link building, campaign set up, landing page optimisation etc. Of course it is debatable whether doing that in-house or with satellite office is more successful, but that is a question of business models and objectives and should not be discussed.
Being bi-lingual one of my interests is how to deal with cultural differences and language differences. Teaching my son German whilst speaking to my wife in English is a challenge on its own. Even Eric Schmidt from Google said that in five years time the majority of the web will be “non English”, the web will be dominated by Chinese-language and social media content. That just shows the significance of international and multilingual search marketing.
One of the new developments are the International Domain Names. This does not refer to names in Western characters we are used to but the revelation is that you find domain names in Arabic, Japanese, Chinese, and dozens of other non-Latin languages.
The BBC had an opinion on the multilingual side of the web too, particularly with the Internet having its 40th anniversary. They say that the international domain structure has been worked on since the mid 90s.
What implications would that have for us in the UK or us in search? I believe this will not make a huge difference, however the run for the keyword rich domains in other languages and characters will start now. People will apply the knowledge to different languages, as they have in the past, with more freedom to integrate their language in the URL structure, domain names etc. I believe it is a huge step forward, giving the web an international presence as it should have.
Not only will the web be more complex in five years, taking in consideration the growth it is going through at the moment, but with the adoption to languages, and that includes the instant translation on Google Wave, or translation of websites, we will get closer to our human neighbours in the East, West, North and South. So the Internet becomes a connection tool, and with being a connection tool, one big social network…..
The world wide web is your oyster, or something like that.
International Search Summit Oslo (1)
Today, the 1st International Search Summit outside London takes place – in Oslo, Norway. WebCertain, the multilingual search marketing specialist, hosts the 3rd International Search Summit after 2 successful events in the British Library in London 2008.
2009 will see the next London event, International Search Summit on the 14th of May in the British Library. Speakers there include Bebo, Linkedin and Plaxo as well as international search specialists speaking about Twitter, Facebook, and other social media marketing tendencies and techniques.
The Oslo event on international search kicks off with John Brenne from the WebCertain Oslo office introducing the event and pointing out issues related to “going global”:
- Research
- Language
- Localisation aspects
- Currency
- Methods of payment
Following on from that, WebCertain’s MD Andy Atkins-Krueger, is speaking about “Guidelines for Setting up sites for international markets”. Andy points out the huge opportunity globally online:
http://www.internetworldstats.com/stats.htm
Also, in terms of tracking domain names, the most growth is seen in emerging markets such as China, Russia, Brazil, Mexico, Egypt, and India but also in Germany. Languages used online are still lead by English but followed by Chinese, Spanish, Japanese and French. Further in the top 10 are German, Arabic, Portuguese, Korean and Italian. So the European top languages, English and FIGS (French, Italian, German Spanish) plus Chinese are still the key languages online. Andy points out that the BRIC countries (Brazil, Russia, India, China), as mentioned above, have a huge potential for online business!
Brazil for instance has a fast growing Internet user base but also their most popular social network, Orkut, has about 20m users!
Even Russia’s social networks, Odnoklassniki and Vkkontake, have around 18 million and 14 million users respectively. Russia is still a market where Google still hasn’t been able to catch up with Yandex from being the most used Search Engine!
China’s leading sarch engine is still Baidu . Andy concludes his interesting presentation about the right coding, long tail in different countries, SEO localisation, local link building, and further tips to run international campaigns and choosing / avoiding localisation problems. For some languages, there are no translation for certain terms. My most favourite example is “weekend break” which just does not have translation into German, however there are localisations, e.g. “ein Wochenende wegfahren”, “Wochenend Reise”.
Efva Gabrielsson works for Lawson Software and manages their web content and online marketing. She is responsible for the online marketing activities, including SEO and SEM. Main aims and objectives for her is to increase relevant visitors to their site, reduce the bounce rate and being in control of critical parts, e.g. PPC Management and landing pages.
Efva points out the difficulties in house teams face, e.g. getting funding and understanding from top management for online marketing. Also, she outlines how to chose an agency and what questions to ask them:
- Who is dealing with my account?
- How would you optimise costs?
- How do you track conversions and which tools do you use?
- What track record do you have?
- How do you handle global campaigns? Native speakers?
- Do you offer bespoke reporting?
- Do you offer multi variable testing?
- Can you show me your track record/references?
- Can I keep my (ad words) account/own my account?
- Have you worked with similar clients in the field? Experience?
- How do you get me top rankings? White hat techniques?
- Do you take the overall marketing strategy into consideration?
Important aspects are to integrate:
- PR and communication
- Advertising
- Marketing and Strategy
- Goals per business unit
- Integrate IT and other systems
She concludes that it is important to work in partnership with the agency and compares the advantages / disadvantages of outsourcing Search Marketing or to do it in house – or both.
Her lessons learned are summarised as:
- Be a demanding customer.
- Rewrite the contract until you feel good.
- Evaluate the agency and strategic expert – consider changing if you are not happy.
- Consider doing (at least part of it) yourself.
- Rely on your program and not on the people executing it.
This concludes the first part of the International Search Summit in Oslo.
new blog on multilingual search
Posted by Volker in cb consulting, personal, SEM on November 27, 2008
As you all know I am hooked on search engine marketing currently…or for the past 12 months anyway!
So, there was this great summit in London, the International Search Summit, organised by the only centralised multilingual search marketing agency in the world, WebCertain.
It was really really good. And, a good friend of mine starting blogging about the summit and also about European SEO. Latter blog is definitely worthwhile checking it out. The author has been working in multilingual search for quite some time and has extensive experience. I think there will be a summary of the summit coming shortly too.
Happy reading and speak soon.
Volker
shower curtain
Posted by Volker in cb consulting, house, personal, SEM, time management on November 7, 2008
Another sad story today.
As you know I am working for a multilingual search marketing agency. Whilst this blog is totally private and has nothing to do with my job (most of the time anyway), I wanted to show how work and life can fit together 
It might be a sad, geeky thing to have, but my shower curtain is a world map. I got it so I know which countries are where. Also, it gives me inspiration of where we can sell our services or where we can expand our services.
Work life balance I guess 
Have a good Friday and a good weekend.
Internet Penetration in Africa
Posted by Volker in cb consulting, SEM on August 19, 2008
This article is worthwhile reading in the multilingual search forum powered by WebCertain!
Are we missing Search Engines?
Posted by Volker in cb consulting, personal, SEM on August 15, 2008
Hello All,
As it is Friday afternoon and we are looking on how to improve our forum on PPC ManagementTherefore, we would encourage you to help us identifying any search engines we have missed out so far and you would like us to add to the forum and our list.
Anything else you like to ask/find out about PPC, join us in our forum today!
If you have already registered, here is the direct link.
Thanks in advance for your time and have a good weekend.
Volker
My first conference – SMX Munich
Hello All,
At the SMX in Munich I spoke about SEO and Blogging. I was quite chuffed as it went well and the audience’s response was positive. There were a lot of great speakers and we really enjoyed the conference and exhibition.
I have been working with the German Online Marketing Industry for quite some time now, and it is like coming home. The industry is great, you cannot say it any differently!! Just recently I introduced a friend to the industry and he shortly starts with a big ad network in Munich. How exciting is that?!
For everyone who could not make it to Munich, I will shortly be in Hamburg but before that, WebCertain will hold the first ISS, International Search Summit - a summit dedicated to multilingual search!
Also, you find my presentation on my cb consulting website as a download – unfortunately the upload does not work at the moment but I will post as soon as it is up and running. Otherwise just email me and I sort you out with the presentation.
Saying that, the download for SEO und Blogging is now live!
Have a good evening, Volker Ballueder
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