1. The Top Five Hottest Tips of International Search Prepared by: Andy Atkins-Krüger - CEO, WebCertain Group

2. Andy Atkins-Krüger, CEO, WebCertain Group Ltd Stockholm – Dubrovnik – London – Seattle – New York – Shanghai – Oslo – Moscow – Mumbai – Berlin – San Jose – Reykjavik – Las Vegas – Berlin– Manchester – Hamburg Managing Editor – www.multilingual-search.com

3. What We Do? Centralize & benchmark global search SEO, SEM, Social Media, SEO-Localisation Single time-zone – central hub WebCertain trained in-house search marketers Native in 36 languages International Only (Since 1997) Multilingual processes at all times

4. WebCertain Poland Sales operation Eastern Europe Wroclaw WebCertain AS Sales Scandinavia Oslo WebCertain China Launch Autumn 2010 Beijing / Xiamen WebCertainLocations WebCertain Technical Centre Programming unit Kolkata WebCertain LLC Sales USA Los Angeles WebCertain Group World Language Hub Operations Centre United Kingdom

5. 1: Great Research & Planning

6. SEO and 3 Cs Connections Content Compatibility

7. SEO and 3 Cs Culture Connections Content Compatibility

8. Searching And ConnectingAre Fundamental Human Needs Everywhere

9. All Peoples Are Equally Sophisticated, Impatient And Lazy

10. Trust is Built Through Cultural Relevance and Dealing with Environmental Factors

11. User Behaviours are Environment Driven and Buying and Paying are Environmental Factors

14. The Roll-Out Scorecard

15. 2: Google Is NotEverything

17. The Others You Need To Know! 64% 62% South Korea China 68% Russia 48% Czech Republic

18. Mobile Reaches Other Parts Source: Admob

19. Quick Case Study

20. 14 Languages – 20 Countries Year 1: +21% Year 2: +84% Year 3: +43% Year 4: +69% Total: +444%

21. 3: Don’t Abuse Keywords

22. Keywords

23. Language Content & Presentation Language Detection Spidering & Site Maps Index & Query Response Language Dependent Processes

24. Guilty Keywords Cannot Be Translated

25. Who Has The Shortest Long Tail? Shortest Tails Longest Tails Dutch / German English Scandinavia Romance

27. Input Methods Drive Behaviour – Including Mobile, PC and Tablet

28. Plurals Prepositions football boots Accents scarpe da calcio Alternate spellings botas de fútbol Disaggregation Inflection Fussballschuhe voetbal schoen футбольная обувь

29. Language Issues Are Language Specific *German language impact on SEO and PPC

30. 4: Have AContent Strategy

31. How Important is Search? “Marketing content which is not available to search engines isn’t worth localising. Period.” Andy Atkins-Krüger

32. Map Keywords To Pages

33. Never Look At ONE Page Out of Context

34. Use Keywords To Drive And Frame Your Content

35. Creative Copywriting Is Not The Answer

36. Three Types of Content Translated Content Freshly Crafted Content & UGC Modified & Updated Content

37. NO Compromise Needed Between Search Engine and User

38. Best Practice SEO Localisation SEO Meta-Content & Tactical SEO Product Development SEO-Localisation Strategy Plan Content Selection & Planning Business Objectives Content Localisation Marketing Messages & Content Terminology & Glossary Management Glossary Metrics, SEO & Content Feedback Loop

39. SEO-Localisation Strategy & Plan Content Requests to HQ Specifies Page Level Keywords

40. Language Right To Left

41. Watch Out For Calendars!

42. Well Done Saudi Air!

43. 5: Effective Geo-Targeting Strategy

44. What Is Geo-Targeting – Simple? 15- 40% Additional Visitors In Each “Appearing in front of ALL relevant searchers”

45. What Is Geo-Targeting – Complex? The Web Is NOT The Same Everywhere! “Appearing in front of ALL relevant searchers”

46. How Does Google Filter “The Web”?

47. Billigflug: Google.de v Google.co.uk

48. Billigflug: US v Germany

49. Billigflug: Austria v Germany

50. Lufthansa: Google.co.uk – Google.de

51. ‘Keyword Language Tag’? English GB Casseroles French EU Casseroles

52. How Does Google Filter “The Web”? By Google Domain (Redirected by IP) By Keyword Language Tag By IP Location

53. Country? Language? Mixed?

54. World Language?

55. World Language? English French German Spanish Portuguese Arabic

56. Target Polish – You Get Poland & Polish Emigrants Everywhere

57. World Language Local Language Options: Options: 1. Local Domains Representing Language 1. Local Domains 2. Dot Coms + Local Hosting 2. Dot Coms + Google Webmaster Central 3. Dot Coms + Local Links + Local Hosting Do NOT use Webmaster Central!

58. Russia - Yandex China - Baidu 1. Local Domains 1. Local Domains + Local Hosting (Not Hong Kong) 2. Dot Coms + Set Yandex Region 2. Dot Coms + Local Hosting + Set Baidu Region 3. Dot Coms + Local Hosting

59. Country?

60. Multilingual Countries Simple Countries

62. Belgium

63. Canada

64. Hong Kong

65. India

66. Morocco

67. Singapore

68. South Africa

69. Switzerland

71. Watch Out for Duplication

74. Local links

75. Local links

76. Local links

77. @andyatkinskruge @webcertain