Presentation about multilingual, synchronised search marketing. WebCertain did this presentation at TFM&A on 24th of February 2009.

1. Synchronised
Global Search Marketing
Oscar Carreras
Strategist, oscar.carreras@webcertain.com
Volker Ballueder
Business Development Manager, volker.ballueder@webcertain.com
24 February 2009

2. WebCertain – who are we?
• We are the only multilingual search marketing agency worldwide to
operate centrally from a single location:
– cost effective, flexible and no time zone issues
• “World Language Hub” in York hosting 60 search specialists
• Native Speakers, 32 languages
• Results driven synchronised search:
– strategy, implementation, reporting
• Cultural sensitivity - Local knowledge of search engines and their
markets
• Business Support Centres, London, Oslo, Warsaw and California

3. International Search (1)

4. International Search (2)

5. Inernational Search (3)

6. International Search (4)

7. How to be global?
• Multilingual SEO
• International PPC
• Global PR strategy
• Global Analytics

8. Synchronised Search

9. Definitive guide Int. SEO
Geo-location: If you are looking to target a specific
country/market it is vital that your site is recognised to be from
that territory by search engines.
• Country specific local domains terminations (TLDs)
• Local hosting
• Country specific inbound linking campaign and PR
• Language specific SEO signals
• Optimised Localised content
• Define geographic location via Google Webmaster tools
(only when the above points are not applicable)

10. Definitive guide Int. SEO
Language SEO Signals
Website localisation
• Local Keyword Research by a native speaker
• Using those keywords in the main score zones where
Search Engines put more emphasis on (Title tag, urls,
headings, anchor text of links, images’ alt tags, content)
• Make sure the copy flows naturally

11. English version of the client site in the UK. The page optimisation is targeting several keywords by using
International SEO:
them in strategic locations throughout the page. Title, URL, meta description, heading, first hundred
keywords and body content.
Definitive guide

12. International SEO:
Definitive guide

13. International PPC

14. Selecting the Right Media
Channels in LATAM & APAC
• The client is a leading supplier
of Human Resources Software based in North America
• WebCertain’s brief was lead generation in Latin
America, Europe and The Far East, using both Paid
and Organic Search
• The key step was to match the search behaviour of the
target markets internationally
• After undertaking extensive keyword research and
researching search volumes, WebCertain identified
appropriate search engines and channels within them
• By blending SEO and PPC activities to optimize both
visitor volume and conversion levels, the client has
enjoyed an 85% uplift in enquiries in the 6 months
since implementation

15. Global PR Strategy
PR doesn’t just mean writing press releases . A global PR
campaign can incorporate the following channels:
• Optimised text, image and video news – or combinations
• Blogs and forums
• On-site newsfeeds
• Email marketing campaigns

16. Global PR
Distribution Methods
• Contacting journalists directly and indirectly
• Partner newswire services
• A range of custom-researched news sites and blogs in
different sectors
• RSS (Really Simple Syndication) feed

17. Implement, Measure, Refine
• Implement campaigns through natives
• Analyse performance across country portfolio and tweak to
achieve KPIs / ROI / objectives
• Specialists for language independent processes
• Search linguists for language dependent processes
• Compare like for like
• Analyse & Synchronise Search across target countries

18. WebCertain Events
• Webinars 2009: • International Search
Summits 2009:
– Russia (Jan)
– 13th March: Oslo,
– Brazil (Mar)
Norway – Global
– India Search
– China – August: San Francisco,
USA
– 29th November: London

19. And the Winner is…..
14th May 2009 London
Social Media Marketing around the World
Speakers include:
£100 Discount - Code:EXH09
Slides will be available from our
Linkedin profiles.
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