International Search Summit Oslo (3)

The afternoon here in Oslo starts off with “SEO Howlers”. Andy from WebCertain, Kristjan from Nordic eMarketingg and Sergey from Zett.no start off to point out interesting facts of what they found on various international sites, such as teh “formula to lose money” and “robot.txt that just don’t work”.

It is hard to summarise a session whilst moderating it at the same time. However, the howlers point out common or not so common mistakes made by search marketers across the world.

Since I am moderating, after listening earlier at the International Search Summit, I only briefly summarise the key points (sorry). If you want to be involved, register today for our London International Search Summit, the early bird discount expires on the 31st of March 2009

Following form there is speaker Beate Lofseik of MakingWaves.com outlines an interesting case study about VisitNorway.com for their SEO efforts. Beate is an experienced Webmaster and Public Affairs officer and worked for IM Skaugen, Oslo Stock Exchange and Terra-Gruppen.

She focuses on the main categories of:
content
– Technical
– URLs
– Links

Regarding content, telling a story and giving things people want to read about. It shows, as Peter outlines in his session below, that content is still king. And, that it is so important. Good content, keyword rich with specific messages. Combining it with the above, e.g. a good URL structure in a search engine friendly CMS with lots of links. Basic, but very effective SEO!

The last session before the afternoon coffee break is about “Roadmap: Working with clients to realise their international potential”. WebCertain’s Client Services Manager Paul Reeve together with Peter Kersbergen, SEO Strategist, speak about synchronising the search marketing activities for clients and why the centralised approach of WebCertain works better than a non centralised approach.

WebCertain is the only international search marketing agency offering over 32 languages in house and work on all international campaigns from one location with native speakers. Paul points out which impact the agency structure has on the way agencies can work on international campaigns, drawing on his 20 year’s experience in the travel industry and managing their online marketing.

The advantages of centralised operations are:

– No time zone issues
– 1 point of contact
– Dedicated search linguists and native speakers
– Synchronised search, working on PPC and SEO campaigns across various countries
– The centralised approach allows to turn on e.g. one PPC campaign in Japan whilst turning the one in Brazil off
Centralised global tracking

But also, coming from a client services point of view, Paul outlines “what good clients are”. Simliar to Efva this morning, he outlines how important it is to form a partnership between the agency and the client to improve the overall marketing and making search part of the overall marketing mix.

Peter concludes the first part of the afternoon with the key factors to be considered running international campaigns. He points out the importance of:

– Domain choice
– Domain names
– Local hosting
– Language choice
– Language tags
– Webmaster Tools
– Localised URLs
– Content
– Duplicate Content
– Local Links
– Country Selector
– Dynamic SEO

Some members of the audience are pictured here 🙂

peter-and-paul