Insight and ideas about expanding overseas using the internet and search engine marketing, this preseantion was given at SES Chicago in Novmeber 2013.

1. Global
SEM // SEO // Content Marketing
SES Chicago – November 2013
@searchlabs @jreadman
London // New York // Leeds
© Search Laboratory Ltd 2013. All rights reserved.
Leeds T: +44 113 212 1211
London T: +44 207 147 9980

2. Agenda
Who are Search Labs?
What is the opportunity?
How to identify growth markets?
Process & practical steps to take
Q&A

3. Search Laboratory
Global Search Marketing Experts – Content // SEO // PPC // CRO
PPC then Content & SEO
150+ clients, 18 countries working in 35 Languages
“Science” NOT “Art” – ROI & profit focused
Ethical, transparent and sustainable approach
Smart Software & Smarter People
162 full time staff and 25 part-time
Global online ecommerce & lead generation specialists
@jreadman // @searchlabs

5. What we do….
@jreadman // @searchlabs
….globally in any language

6. What we do….
@jreadman // @searchlabs
….globally in any language

7. What we do….
@jreadman // @searchlabs
….globally in any language

8. What we do….
@jreadman // @searchlabs

9. B2B Clients
@jreadman // @searchlabs

10. B2C - Clients
@jreadman // @searchlabs

11. Global SEM & SEO Opportunities

12. Global ecommerce stats… now…
@jreadman // @searchlabs

13. Global ecommerce stats… the future…
@jreadman // @searchlabs

14. Researching target markets

15. Who’s Online…. On What Device?
Global ICT developments, 2001-2013
100
90
Per 100 inhabitants
80
70
Mobile-cellular telephone
subscriptions
Individuals using the Internet
96.2
Fixed-telephone subscriptions
60
50
40
38.8
30
29.5
20
16.5
9.8
10
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012* 2013*
Note: * Estimate
Source: ITU World Telecommunication /ICT Indicators database
@jreadman // @searchlabs

16. Who’s Online
Percentage of households with Internet access
by level of development, 2002-2013
80
77.7
Developed
70
World
60
Developing
50
%
41.3
40
30
28.0
20
10
0
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011 2012* 2013*
The developed/developing country classifications are based on the UN M49, see: http://www.itu.int/ITUD/ict/definitions/regions/index.html
Note: * Estimate
Source: ITU World Telecommunication /ICT Indicators database
@jreadman // @searchlabs

17. Ecommerce growth globally
2012 → 2016
@jreadman // @searchlabs

18. Ecommerce growth globally
2012 → 2016
49%
49%
50%
229%
68%
@jreadman // @searchlabs
138%

19. Identifying Markets
@jreadman // @searchlabs

20. Internet Penetration
@jreadman // @searchlabs

21. Online as a % of total ad spend
29%
20%
18% 18%
15%
13%
11%
10%
5%
2%
UK
China Germany France
US
Spain Russia
@jreadman // @searchlabs
Italy
Brazil
India

22. @jreadman // @searchlabs

23. Finding Your Global Search Market
@jreadman // @searchlabs

24. How to identify markets
@jreadman // @searchlabs

25. Identifying Markets
@jreadman // @searchlabs

26. Identifying Markets
@jreadman // @searchlabs

27. Identifying Markets – Invest in Proper LOCAL Research
Local Market Opportunity
Keyword Research
Relevancy and volumes
Competitor Analysis
Pricing
Product/Service offering
Delivery
Marketing strategy & techniques
@jreadman // @searchlabs

28. Not just Google
@jreadman // @searchlabs

29. Testing the Local Market
@jreadman // @searchlabs

30. Localizing Your Website
SEO
PPC
Display
Affiliates
Social
Email
Products
Business
Logic
@jreadman // @searchlabs
Website
Generate traffic

31. Don’t use automated translation services
@jreadman // @searchlabs

32. Don’t use automated translation services
@jreadman // @searchlabs

33. Cultural Nuances
@jreadman // @searchlabs

34. Global Traffic Sources
@jreadman // @searchlabs

35. Driving Local Profitable Traffic
SEO, PPC, Display Ads, Affiliates, Social, Email etc….
Test the market with localized PPC once you have a
fully localized website/landing page – A/B test, learn &
refine
Localize site & all content with future SEO in mind.
@jreadman // @searchlabs

36. Is Partial Localization an Option?
PPC in Spanish
Landing on US English site
High Cost
Low Conversions
Do it properly or not at all
@jreadman // @searchlabs

37. Localization NOT Translation
@jreadman // @searchlabs

38. Localization and SEO
On-going living process – NOT a one off exercise
@jreadman // @searchlabs

39. Localizing Your Website…it’s not just the words
Sneakers/Pants/Thongs/Fanny-pack
Postcodes in Ireland
Credit Cards in Germany
Cash in Russia
Currency – Scandinavians aren’t keen on the €
Local import regulations & taxes
Google is in Hong Kong but not China
@jreadman // @searchlabs

40. Summary
Research your potential markets
Utilize online tools
Plan and research properly
Localize fully – not just “translation”
On-going mother-tongue SEO and PPC
@jreadman // @searchlabs

41. Whitepaper & Quiz
@jreadman // @searchlabs

42. Q & A - Contact Details
@jreadman // @searchlabs