SAScon 2011: Running a Global Search Campaign
Bas Van Den Beld
is a Historian and the most important part of his education was within the first 5 mins of study. His first lecturer said “Don’t believe anything you hear in the next few years. You have to look at things from all different directions. Who is writing what is written and why? Question things.”
You can also use this in search. Pay attention to culture.
In Holland they have google. In order to be successful in Holland, you need to understand the Dutch.
FACTS: 70 million people in a small place. So have to learn to live together closely. Also a democracy so they have to negotiate stuff. They speak many languages. 88.6% are online, 1.5 million tweeters, highest broadband connection in Europe. Lots of well used mobiles.
CULTURE: Windmills is not Holland. Clogs are. Canals are. Red light district is. Weed is. People think that everything is legal in Holland. But there’s more to Holland…
They have a ‘Poldermodel’ which means everyone has to talk to everyone to make a decision. They LOVE a good deal. ‘Going Dutch’ didn’t come from nowhere. They like their privacy. At 6pm, people have dinner, but close their curtains, but are also nosy, so also close their curtains as an excuse to see what their neighbours are doing. They like to state their opinion, so are on Twitter. Like to go international online. They have Bulldog and Hyves that rival Amazon and facebook. They’re having a big discussion about cookies. Mobile is important. Facebook is growing. LinkedIn is the fastest growing network.
CULTURE MATTERS! Every country has it’s own behaviour.
Andy Atkins Kruger
1. Great Research and Planning
Brazillians don’t want fancy balms on nappies. Main thing they want is NO LEAKAGE due to them having babies sleep in their beds with them
Cars didn’t sell in India because the prestige in India is in the backseat due to chauffers. And the car company removed electric windows from the back seats.
- Consider the 4 c’s: Content, compatibility, connections and CULTURE!
- Consider basic human needs. People are equally sophisticated, impatient and lazy
- Trust is built through cultural relevance and dealing with environmental factors: buying and paying are environmental factors.
- Consider how you’ll roll out to these markets.
2. Google is not everything
…But is quite a lot.
- Google almost doesn’t exist in Korea.
- Mobile is important and is sometimes bigger than desktops.
3. Don’t abuse keywords
- They are NOT TRANSLATABLE.
- Languages are a cultural representation
- Other countries have longer/ shorter Long tails
- Input methods drive behaviour. ie: The French drop accents and turn caps lock on.
4. Have a content strategy
- Creative copywriting is NOT the answer. Not translatable. Content for an international website needs to be global.
- 3 types of content: Freshly crafted and UGC, HQ dictated content and Modified and updated content.
- Coordinate terminology, keyword and translation
- Watch out for calenars and right to left writing.
5. Effective Geo-targeting strategy
This is so that you appear in front of all of the relevant searchers. But the web its self is not the same everywhere. Google filters using a keyword language tag. Think about whether you’re thinking about country or language. Think about local domains and local links. If it’s a multilingual country you might want to create multiple domains. NEED LOCAL LINKS.