Global Search Marketing Tactics

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Global Search Marketing Tactics: Europe

description

Lessons learned while doing global search marketing campaigns.

Transcript of Global Search Marketing Tactics

Page 1: Global  Search  Marketing Tactics

Global Search Marketing Tactics:

Europe

Page 2: Global  Search  Marketing Tactics

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

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The problem of search marketing in Europe

48 countriesJust about 48 languages as well

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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

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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

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Lessons learned

Get real native speakers, everywhere.

• Argentina is not Spain.

• The Netherlands are not Belgium.

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Lessons learned

Same language? Yes?

Same culture? Probably not.

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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

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Lessons learned

Adapt your strategy. Be as agressive as need be.

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Lessons learned

Get local links everywhereMake sure they provide real traffic as well

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Lessons learned

Link-bait only to those audiences you really know.

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Very important:

Be creative!

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Thanks

Thanks for your attention!

If you need help with your European search marketing:

[email protected]

• +31 26 352 1870