The International Search Summit Afternoon Sessions included a great Case Study from Motoko Hunt for Adobe in Asia Pacific Markets, Challenges in the Middle East with Lee Mancini from Sekari, Yandex announce new features, and Don DePalma from the Common Sense Advisory discuss tools for Globalized websites and content.
When companies use the agency model, they audit your site and give you list of actions to do. The SEO person then has to pass this to the content writing team, web design team and so on. This is really creating the image that SEO is creating additional work for me. That is why people reject or do not want to pay attention to SEO.
Integrated and Data Driven
Based on this… Put SEO Early and Often
1. In- country keyword research
2. Each keyword mapped to preferred landing page
3. Content localized using keywords (content, video, images, links)
4. Reviewed by Editorial and SEO and added to Sitemaps
5. Localized and optimized content goes live
In Adobe they are lucky, they have offices in each country they do the SEO work.
SEO Engagement Model
Center of Excellence
Prioritize Projects Using Agile Marketing
Adapatable, Collaborative, Accountable, Organized & Measurable
Search and Social
Tools for Each Process
Adobe use a number of tools for each element of the SEO process.
Where does this money go? (insert photo)
This growth is because of the continuous focus on innovation. Yandex is the Gateway to the Russian Internet.
SEO for Yandex
New, maps and services
This morning, Yandex Browser was launched. It is launched on the chromium technology. Yandex have partnership with Opera and also Kaspersky – went live today !!!
Want to try Yandex?
What have the SEO teams been doing?
They have been:
What have the translation teams been up to:
They have been:
The important thing about this slide, not just talking about getting sometone to the site, getting them further through the customer experience level (CEL)
Marketing and translation team sometimes have conflicting goals
Assess the value of what the translation teams offer
Vendor management – they know who’s won
Review the tools that translation teams
Translation memory tool
How translation memory works
Why translation memory fails for keyword matches
One to one correspondences don’t work for SEO because:
How terminology databases work
There are pros and cons of terminology management
How machine translation works – or doesn’t
- Rules based (morphological and lexical) or statistical
How to address these two camps
1) Develop a creative brief
2) Develop a style guide for every locale
3) Research and build up SEO linguistic assets
Document the keywords in the creative briefs, style guides and terminology system
4) Work closely with the translation department
5) Tweak translaton memory and term bases
Translation teams bring a lot of locale expertise to the table to SEO but it must be managed correctly by the in house marketing team.
Preparation: Translating your site into Chinese
HK and Taiwan use Yahoo
Domains in China
Tips on Baidu’s paid search
Social media signals are also a big deal. Weibo is Chinese version of Twitter and is being incorporated in search results.
Ecommerce in China: Toaboa
Alipay and Union pay for payment systems in China
Naver – Organic search marketing
Key to Naver is mastering content