Running a Pan-European Search Campaign – SAScon 2010
Running a Pan-European Search Campaign featuring: Massimo Burgio, Bas Van Den Beld, Andy Atkins-Kruger and Kristjan Mar Hauksson.
Bas Van Den Beld opens the session by talking about the many different countries and languages that are in Europe.
All Europeans are different – they have different languages and lifestyles. Even within countries there are sub-cultures and different languages.
Translating this into search – you cannot target every European country in the same way. For example if you target Belgium, they have a split country and they don’t like each other. You have to make considerations for this as you can’t port the same website in the same way across different countries. Things have to be specific to the place you a targeting.
Things you can do:
Researching the languages
– don’t just do a translation by machine
– use native people to help with the migration
– understand country or city-specific information from the natives
If you have an orange website in the Ukraine it stands for the revolution and you will be portrayed as supporting that movement. In Holland if you have the same orange website, the colour ‘orange’ stands for party and this will have a completely different meaning.
Know Who you are Targeting
– how do they live?
– how do they behave – both online and offline
Think Outside the Box
– understand the differences between the cultures and how different people search
The session now moves over to Andy Atkins-Kruger.
Should we over-obsess with domains, and SEO-specific principles when doing international search? Well yes, but it’s mainly about content.
Translating keywords just does not work. Keywords are abbreviated thoughts created from people who are native with a language and have constructed the terms. Equivalent key phrases won’t be directly translated between languages.
Language Issues are language specific.
What Geographic Signals do Search Engines use?
– local domains
– local links
How Global People Succeed?
– centralise at least part of the activity
– benchmark against their own history
– native-speaker SEOs report to centre
– cooperate with local teams
– gain support for search from senior management
– implement what the agency says
Over to Kristjan Mar Hauksson for the next part of the session.
You need to design a website around the culture, not the corporate identify of a business.
When IP targeting remember that Google has an American IP address.