global search marketing tactics
DESCRIPTION
Lessons learned while doing global search marketing campaigns.TRANSCRIPT
Global Search Marketing Tactics:
Europe
Who am I and who do I work for?
Joost de Valk
• Dutch male
• SEO & Webdeveloper
• Search Strategist for Onetomarket, with clients like:
• KLM, Wegener (Mecom), Conrad, AMEX
• I blog at www.joostdevalk.nl on SEO, WordPress, Analytics, and Webdevelopment
The problem of search marketing in Europe
48 countriesJust about 48 languages as well
The state of search
Source: Nielsen//NetRatings home and work data (UK, FR, DE, IT, SE, US) and home data (ES, CH) Apr 05.
64%
73%
74%
74%
77%
79%
80%
81%
Sweden
Switzerland
Germany
Italy
Spain
US
UK
France
Active Reach
The state of search
Rank UK France Germany Italy Spain Sweden Switzerland
1 Google Google Google Google Google Google Google
2 MSN Voila MSN MSN MSN MSN MSN
3 Yahoo! MSN AOL Virgilio Yahoo! Eniro Web
Search
search.ch
4 Ask Yahoo! Yahoo! Libero Wanadoo Eniro Find a person
Yahoo!
5 AOL AOL T-Online Yahoo! Buscador Eniro Find a
company
Bluewin
Lessons learned
Get real native speakers, everywhere.
• Argentina is not Spain.
• The Netherlands are not Belgium.
Lessons learned
Same language? Yes?
Same culture? Probably not.
Lessons learned
Host locally
Use country specific domains
• Or use subdomains otherwise
Consider geo targetting to countries and regions
• But check whether it’s any good in your target country
Lessons learned
Adapt your strategy. Be as agressive as need be.
Lessons learned
Get local links everywhereMake sure they provide real traffic as well
Lessons learned
Link-bait only to those audiences you really know.
Very important:
Be creative!
Thanks
Thanks for your attention!
If you need help with your European search marketing:
• +31 26 352 1870