Global SEO/SEM Campaigns by Motoko Hunt (SEMPO Asia Tour - Mumbai)

With the goal of creating a better understanding of search and its role in marketing, the SEMPO delegation, which consists of Jeffrey Pruitt (SEMPO Chairperson), Bill Hunt (SEMPO Board of Director), Motoko Hunt, (Chairperson of SEMPO Asia), and Paula Hunter (Director of Operations for SEMPO) travelled to Singapore, Beijing; Mumbai from June 9 - 15, 2009. As part of SEMPO Global Committee & SEMPO India, I had the opportunity to attend SEMPO Mumbai event. Here is a my commentary of the 1st session by Motoko Hunt on Global Search Engine Marketing Campaigns. Given that India has over 22 languages officially recognized, Motoko’s session was highly relevant to the audience in Mumbai. She shared her experience on executing successful global SEO; SEM campaigns. Asia pacific is roughly 41% (and growing faster than most of the others) of the internet market share. Within APAC, China is in the top. English, Chinese, Spanish, Japanese; French represents the top 5 languages in the internet. Why go Global? 1. Demand is already coming to you 2. Language and communication ability 3. Internet usage ; ecommerce To start, it’s important to establish the business objectives followed by identifying your target audience and way to measure the effectiveness of your campaigns.Each market has different rules in the global perspective: • People • Culture • Language • Rules etc Even Search Engines to target vary based on the geography. E.g. Yahoo is biggest Search Engine in Japan, Baidu is biggest in China and Yandex in Russia. Moreover, the keywords to target vary based on the audience. In Japan alone, there are 4 different ways to write America - one of them have around 15,000 search volume and another one has less than 1000 searches. Also, it’s not just about targeting the translated keywords; many a times local keyword is much more popular than the targeted keyword. Even the tools for managing global PPC campaigns have different requirements and limitations. Localization of keywords for spellings (e.g. localise or localize); meanings (e.g. football or soccer) is critical to achieving success in global PPC campaigns. Similarly, localization of content for other elements such as Currencies, Metrics and Address is critical. Other important factors for global online campaigns include tools, mediums (e.g. mobile vs internet), hosting, domains, link building, purchasing options (credit card, COD), seasonal behaviours (vacations, fiscal year etc) and content regulations (govt. regulations, trademark etc). I am sure I am taking for myself lots of new insights about executing successful multi-lingual, global campaigns through this session. For any queries related to Motoko’s session, please write to motoko@ajpr.com. Motoko’s session was followed by Jeffrey Pruitt, who using SEMPO’s Global Annual Survey and relevant case studies talked about Global Search Engine Marketing trends. Jeff’s session was followed by an interesting presentation on Global SEO Campaigns for Large Enterprises by Bill Hunt. Bill also presented a highly valuable case study about IBM’s success in Enterprise SEO (Search Engine Optimization). Bill was kind enough to share his presentations: Finally, we had Vishal Sampat (Convonix), who shared their success story on ApnaLoan. The floor was then open for networking during high tea, which was then followed by two panel discussions on ‘Search’ in the evening. As expected, the event was followed by highly interactive Q & A. Thanks SEMPO guys for travelling so far and sharing your experience with all of us in India. We hope you enjoyed your stay in India and we look forward to seeing you again in India. Motoko - Please apologise me if this post is not compliant to global audience:).

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