Lisa Ditlefsen on European Search Marketing Challenges

Tue 4 November 2008 16:22, Bas van den Beld

The session about European Search Marketing Challenges is all about optimizing for foreign languages. Especially in Europe more and more companies are doing business in more than just one country. When those countries have different languages its important to optimize for any single one of them.

Lisa Ditlefsen kicked off the session by trying to look at the big picture and handig us some information tips about where to pay attention to.

Lisa Ditlefsen on European Search Marketing Challenges

Ditlefsen talked amongst other things about the Search Myth. Still may people think search is simple: you do a search, you get a result and then a conversion. In fact is much more complex than that.

For example, when people don’t find what they are looking for they are more likely to make a change to the query instead of looking to another page or search engine. She hereby shows us the buying funnel: First there is Awareness, then Consideration or research, then Decision and finally Purchase. People use different terms in any of these different funnel areas.

Europe has progressed in the usage of search engines in the last years. Europeans use search engines more than any other region. But we also see a lot of differences between the European countries.

In doing SEO though other countries are behind on the UK. In Germany, France and Spain for example, paid search has developed, but not SEO. While on SEO its often easier to rank highly because of less competition.

Lisaditlefsenpasfoto

Lisa then hands us some tips on what to look at when doing SEO for different languages. Some of the tips she gave us:

SEO Musts
-    Always host in the country you want to rank for
-    Use Google Webmaster Central to specify your country you want to rank for
Tips SEO in foreign language
-    Use PPC campaigns for keyword testing and research.
-    Use a tool like ‘Exact Keyword Tracking’ from ROI revolution
Working with translators
-    You have to educate the translators about what you are doing. Create a dialogue.
Things you have to use translators for
-    On page optimization (incl. Title & Meta)
-    Creative writing for meta descriptions + PPC
Linkbuilding
-    You want links from the country & language you want to rank for
-    Switch from build to Bait and use those translators
Linkbaiting
1.    Create content (it must be special)
2.    Host content on your site
3.    Promote content (social media, distribution, syndication)



Comment

  • HTML is not allowed. URLs are automatically clickable.
    * Email address is not shown



  • India Startup Report
  • Google users switching to Bing
  • Commercial Heineken for paid ads research with Google
  • Google and Heineken research on paid ads
  • The MESH project: semantic search a Google Killer?
  • Sunderland scores curious goal against Liverpool
  • Hacking Google Analytics for Keyword Research
  • How Eyetracking works

Last Comments


Events

Last event

Bloggers

  • J-P De Clerck
    J-P De Clerck

    Profession: Customer-centric digi...

    Company: Conversionation

  • Sam Murray
    Sam Murray

    Profession: Senior Search Consultant

    Company: Verve Search

  • Susie Hood
    Susie Hood

    Profession: Head of Copywriting

    Company: Click Consult / SEO C...

  • Tom Bogaert
    Tom Bogaert

    Profession: Managing Partner

    Company: QueroMedia


Latest Videos

Border_top
Border_bottom

Columns

  • Lizette van der Laan
    Social Media Image

    Is it the real you, the witty you, the person who reads the most interesting articles, makes t...




Newsletter

Subscribe to SC Newsletter:


RSS Feed

Are you a bloggerFacebook


Search



© 2014 Searchcowboys.com - All Rights Reserved - All views and opinions expressed are those of the authors of Searchcowboys.

All trademarks, slogans, text or logo representation used or referred to in this website are the property of their respective owners. Sitemap