1. Global Search The World Beyond Google
Aoife McIlraith
Director of Global Search
Lionbridge, Ireland
ie.linkedin.com/in/aoifem

2. ‘Search’ SEO Search Engine Optimization (SEO) Organic
SEM Search Engine Marketing Pay Per Click (PPC)
Paid Search 1. 2.
For this session we will concentrate on SEO – Organic search

3. Search & Content Discoverability
Global search and content discoverability is a critical business function; ensuring that your brand and content can be found online in local markets - goes beyond great localization 
Content Discoverability How and where local users find your brand, localized content and on what device type
Search behavior and Intent Understanding local user search behaviors and intent and
ensuring the correct content is surfaced to that search query Localized keyword research
Organic Search & Paid Dominant Local Search Engines
Internal Search Curation and optimization of the content on your web site
Triggers for reviewing Global Search: primarily organic
Entering New Markets
Global Brand Consistency
Lead Generation
Don’t want to pay to find new customer every time
Change in Strategy
Change in Budget
Moving budget from PPC to organic search
Global Reach
Locally Relevant Content Marketing
Barrier to entry:
Lack of Subject matter expertise and Resources

4. Global Search Landscape
Russia 1. 2.
3. Mail.ru
Europe 1. 2. 3.
North America 1. 2. 3.
China 1. 2. 3.
(Qihoo 360
Japan 1. 2. 3.
South Korea 1. 2. 3.
South America 1. 2. 3.
Africa 1. 2. 3.
Oceania 1. 2. 3.
Triggers for reviewing Global Search: primarily organic
Entering New Markets
Global Brand Consistency
Lead Generation
Don’t want to pay to find new customer every time
Change in Strategy
Change in Budget
Moving budget from PPC to organic search
Global Reach
Locally Relevant Content Marketing
Barrier to entry:
Lack of Subject matter expertise and Resources

5. Structure of a SERP Listing Search Engine Results Page (SERP)
Meta ‘Description’
Meta ‘Title’
URL
Triggers for reviewing Global Search: primarily organic
Entering New Markets
Global Brand Consistency
Lead Generation
Don’t want to pay to find new customer every time
Change in Strategy
Change in Budget
Moving budget from PPC to organic search
Global Reach
Locally Relevant Content Marketing
Barrier to entry:
Lack of Subject matter expertise and Resources

6. Global: Search Engine Results Page (SERP)
Organic
Ads
Triggers for reviewing Global Search: primarily organic
Entering New Markets
Global Brand Consistency
Lead Generation
Don’t want to pay to find new customer every time
Change in Strategy
Change in Budget
Moving budget from PPC to organic search
Global Reach
Locally Relevant Content Marketing
Barrier to entry:
Lack of Subject matter expertise and Resources

7. Japan: Search Engine Results Page (SERP)
Organic
Ads
Triggers for reviewing Global Search: primarily organic
Entering New Markets
Global Brand Consistency
Lead Generation
Don’t want to pay to find new customer every time
Change in Strategy
Change in Budget
Moving budget from PPC to organic search
Global Reach
Locally Relevant Content Marketing
Barrier to entry:
Lack of Subject matter expertise and Resources

8. South Korea: Search Engine Results Page (SERP)
Triggers for reviewing Global Search: primarily organic
Entering New Markets
Global Brand Consistency
Lead Generation
Don’t want to pay to find new customer every time
Change in Strategy
Change in Budget
Moving budget from PPC to organic search
Global Reach
Locally Relevant Content Marketing
Barrier to entry:
Lack of Subject matter expertise and Resources

9. Russia: Search Engine Results Page (SERP)
Triggers for reviewing Global Search: primarily organic
Entering New Markets
Global Brand Consistency
Lead Generation
Don’t want to pay to find new customer every time
Change in Strategy
Change in Budget
Moving budget from PPC to organic search
Global Reach
Locally Relevant Content Marketing
Barrier to entry:
Lack of Subject matter expertise and Resources

10. China: Search Engine Results Page (SERP)
Triggers for reviewing Global Search: primarily organic
Entering New Markets
Global Brand Consistency
Lead Generation
Don’t want to pay to find new customer every time
Change in Strategy
Change in Budget
Moving budget from PPC to organic search
Global Reach
Locally Relevant Content Marketing
Barrier to entry:
Lack of Subject matter expertise and Resources

11. China: Search Engine Results Page (SERP)
‘Home Page Take Over’
Brand Zone campaigns offer complete ownership of Branded terms (trademarked)
Stops competitors using and buying your branded keywords
Brand Zone can contain multiple marketing and promotional material.
Including:
Logos
Latest News
QR codes
Product promotions
Videos
Social media links
Downloads and links to apps
Triggers for reviewing Global Search: primarily organic
Entering New Markets
Global Brand Consistency
Lead Generation
Don’t want to pay to find new customer every time
Change in Strategy
Change in Budget
Moving budget from PPC to organic search
Global Reach
Locally Relevant Content Marketing
Barrier to entry:
Lack of Subject matter expertise and Resources

12. Global to Local Search Strategy
Search Methodologies can differ per Search Engine
Search ‘Methodologies
Define a Strategy by market and by search engine
Strategy
Search optimization should be prioritized with a defined strategic processes per market and executed as part of SEO localization process
Processes
Use a Data driven approach to define which pages you want to optimize. Look at data on a per market bases. 80/20 principle
Not all Pages are Created Equal
Monitor, Measure and Report: Iterate | Monthly / Quarterly
Reporting
Methodologies: examples meta data character limits and use of Meta Keywords
Not all pages are created equal: strategic decisions to meet business goals
Search data and trends for customer and user engagement insights, “gap analysis” and competitor activity
Content Creation: engagement of users by creating and providing the content that they want
Great quality Content
Data Sources
Web Analytics: Web Master Tools: (Free)
Google / Baidu / Yandex
Enterprise level tools:
Omniture (Paid)
Search Monitoring and Reporting:
SEO Moz (Free )
BrightEdge (Paid)
SearchMetrics
Linkdex
Social Media Data
SM Listening per market
Brand : A brand is not what you say it is, it is what you customers say it is’ .
What are they saying? Do you know?
Do you have great locally relevant content to engage customers?

13. Search is Always Changing : It is never ‘done’
Search Engines are constantly updating their algorithms
Google puts out up to 500 updates a year
Resulting in the need to have a resources of suppliers that truly understands the market and search engines.
They must be able to provide consultancy and ensure that your content is continuously, correctly optimized for that specific search engine

14. Search is Always Changing. It is never ‘done’
What’s next?
mobile friendly =
available + legible + usable
don’t disallow resources
make users happy!
21st April = Mobile First
Global Roll Out

15. Final Take Away Understand Local Search Engines Do your Research
Understand Local User Search Intent
Define a Search Strategy per Market
Optimize for Dominant Local Search Engine and relevant Methodologies
Monitor, Analysis, Report, Iterate
Innovate
Leverage all data points available

16. 谢谢 Some Reference Sites: SEO Tools: Search Information Sites
SEO Tools: 谢谢