Multilingual SEO/PPC: The opportunities

Transcription

1 Apr 28th 2009 TTI Conference: Searching For Profit Multilingual SEO/PPC: The opportunities

2 Oban Multilingual Oban Multilingual Multilingual SEO/SEM agency Teams in 26 countries Multinational client base IAB (Internet Advertising Bureau) E Consultancy WTM, Eye For Travel, AD: Tech

3 What is SEO? What is SEO (search engine optimisation) Organic/Natural Search Websites placement Linking environment Keyphrases Content

4 Why SEO? Why SEO (search engine optimisation) 3 Billion 60% plus on search Traditional media? 70-80% click on natural results ROI - tracking

5 Multilingual SEO What is Multilingual SEO? Keyphrases: Cultural variants Search Engines Content Domain names/localisation Global Social Media Growth in penetration per country

6 Multilingual SEO Country Internet population Penetration Growth ( ) China 253,000, % 800% Russia 29,700,000 20% 850% Germany 53,000, % 121% UAE 1,700,000 38% 132% Poland 14,000,000 36% 400% France 39,000,000 55% 310% Denmark 4,000,000 70% 100% US 210,000,000 71% 120%

7 Language of internet users 900 Million users don t speak English 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% English Chinese Japanese Spanish German French Korean

8 Multilingual SEO Search Term: cheap flight Search Engine: Google.fr

9 Global Content: Search behaviour French Search for Cheap Flights : 2009 Phrase Volume Country Language flight ticket 12,100 France English flight tickets 900 France English billet d'avion 135,000 France French vol pas cher 33,100 France French billet d'avion pas cher 40,500 France French vol low cost 9,900 France French/English Vol discount 9,000 France French/English

10 Global Content: Search behaviour

11 International SEO Search Term: cheap flight Search Engine: Voila.fr

12 Global Content: Search behaviour German Search for Cheap Flights : Phrase Volume (Searches per month) Country Language cheap flights 9,900 Germany English cheap flight 1,900 Germany English billigflüge 246,000 Germany German billigflug 135,000 Germany German billige flüge 49,500 Germany German günstige flüge 33,100 Germany German

13 German Search Behaviour: Cheap Flights

14 Global Content: Search behaviour Spanish Search for Cheap Flights : 2009 Phrase Volume Country Language cheap flight 880 Spain English cheap flights 9,900 Spain English vuelos baratos 550,000 Spain Spanish vuelos economicos 22,200 Spain Spanish vuelos bajo coste 18,100 Spain Spanish vuelos low cost 9,900 Spain Spanish/English

15 Global Content: Search behaviour

16 Global Content: Search behaviour Italian Search: Cheap Flights : 2009 Phrase Volume Country Language Cheap Flights 4,400 Italy English Cheap Flight 880 Italy English voli low cost 246,000 Italy Italian/English voli economici 33,100 Italy Italian offerte voli 22,200 Italy Italian compagnie low cost 14,800 Italy Italian

17 Global Content: Search behaviour

18 International SEO Search Term: cheap flight Search Engine: Seznam.cz

19 International SEO Search Term: cheap flight Search Engine: Rediff.com

20 International SEO Search Term: cheap flight Search Engine: Baidu.cn

21 International PPC Paid search results in Baidu can appear almost indistinguishable from natural search results

22 International PPC Eye Tracking Study: Heatmaps Box Scanning v Google s Golden Triangle Source: Enquiro Research

23 International Search Engines Google is king? Search Engines in Russia Oct-08 9% 9% 24% 58% Yandex Google Mail.ru Rambler Source: LiveInternet, Lenta.ru

24 International Search Engines Search Engines Share in China % 28% Baidu Google Yahoo 69% Source: Analysys

25 Multilingual SEO % of users who buy online Country Denmark 38% 58% France 38% 58% Germany 43% 66% Spain 29% 45% Italy 27% 44% Greece 23% 40% UK 41% 61% Source: Jupiter

26 Multilingual SEO Growth in online spend (in million Euros) Country Growth Denmark* % France (EU) % Germany % Greece % Italy % Spain % UK % * Million Kroner Source: Jupiter

27 Multilingual SEO Growth in travel spend online (in million Euros) Country Growth Denmark* % France (EU) % Germany % Greece % Italy % Spain % UK % * Million Kroner Source: Jupiter

28 Global Online Spend Non-European Online Spend Figures Key: Billions of Yuan Source: emarketer, August 2008 Source: National Bureau of Statistics

29 Multilingual SEO Buying behaviour online Bought Item Research Online Research On but Off Bought Online Travel Tickets 72% 39% 52% Vacations 70% 38% 38% Books 53% 33% 37% Countries covered: UK, Germany, France, Spain, Sweden, Italy, Denmark, Norway, Belgium, Netherlands Source: Synovate/SPA 2006

30 OBAN:Eye for Travel: White Paper Major travel websites incl. Thomas Cook Visibility for Multilingual SEO? What opportunities exist?

31 Holiday Companies (German/English)

32 German Key: L = low; M = Medium; H= High Search Phrase: Holiday Spain Search Volume Ranking Ferien Spanien M-H - Ferien in Spanien M-H - Urlaub Spanien M-H - Urlaub in Spanien M-H - Billig urlaub spanien M-H - Spanien urlaub de M-H - Spanien urlaub günstig L-M - Unterkunft Spanien L-M - Reise Spanien M-H - reise nach spanien M-H -

33 Cultural Multivariate testing Obvious next step is converting users What is right for this culture/city/user? Typical conversion rate is 4% Multivariate testing can double that Any online conversion metric (sale, signup etc.)

34 Multivariate testing: Travel Jordan Jordanian travel information website Two localised sites: Germany and France Sign up to downloadable travel guide Increase number of downloads through multivariate testing Changed Call to Action content, colour and size Changed Heading content

35 Multivariate testing: Travel Jordan French site: Voyage Jordanie, German site: Reise Jordanien

36 Multivariate testing: Travel Jordan

37 VisitJordan - Results German site French site

38 VisitJordan Analysis of German site Using the original content conversion rate was 6%, however localising gave a 100% conversion lift. The top three performing combinations all used localised headings. The highest performing combination used a localised heading and call to action. This gave double the conversion rate of the original page with simple translated content. After localisation the colour of the call to action was the second most important factor. The original page ranked 7th place (of 8) in terms of conversion rate.

39 VisitJordan Analysis of French site The dimensions of the elements were the most important factor in producing a conversion lift. The localised content of the call to action also affected the conversion rate positively. Interestingly the translated version of the heading performed consistently better than the localised version. The size of the elements encouraged conversion. Futher testing found an optimum value for each element. The original page was ranked at 6th equal (of 8) place in terms of conversion rate.

40 Cultural Search profile: Travel Italy Search and Rescue : Conclusions Search is highly cultural Many websites fail to deliver globally Online travel buying is common globally To go Global effectively: Don t rely on Google Combine Multilingual SEO/PPC & Cultural Multivariate testing for optimum ROI

41 GREIG HOLBROOK: Director OBAN Multilingual E: T: 0044 (0)

42 May 28th 2009 TTI Conference: Searching For Profit Multilingual SEO/PPC: The opportunities