Michael Bonfils - Advanced Search Summit Napa 2021
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The document discusses best practices for global search marketing. It begins by outlining what topics will not be covered, such as comparing behaviors across countries or discussing cultural differences. It then explains that global search marketers should focus on analyzing existing content, utilizing style guides, researching keywords in other languages, and hiring local search marketers who understand the target market. The document provides several examples of how keywords, translations, and grammar can vary significantly across languages and regions. It emphasizes that global search marketers need specialized skills and tools beyond simple translation in order to effectively reach audiences worldwide.
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Michael Bonfils - Advanced Search Summit Napa 2021
- 1. international MULTILINGUAL DIGITAL MARKETING SIMPLIFIED Advanced Search Summit NAPA – 2021 Getting International Search Wrong
- 2. THE AGENDA 1. What I am NOT going to talk about 2. What I am going to talk about What Are We Talking About today @MichaelBonfils Getting International Search Wrong
- 3. Me What I am NOT talking about
- 4. What I am NOT talking about
- 5. People with Accents @MichaelBonfils What I am NOT talking about
- 7. Collectivistic or Individualistic Societies @MichaelBonfils
- 10. @MichaelBonfils Why Trust Matters in Attribution
- 12. People Trust Search Ads Differently by Region @MichaelBonfils
- 13. WORLD VALUES IMPACT TRUSTING CONTENT @MichaelBonfils
- 14. Colors That Ruin Everything Eastern Europe: Power, Suppression and Communism MENA: Mourning and Loss LATAM: Death and Mourning US : A Mens Color China : A Womens Color Asia: Exorcism and Infidelity
- 15. PSYCHOGRAPHIC CLASSIFIED BEHAVIORS OF COUNTRIES United States Britain Germany Japan Russia Switzerland Mexico Brazil @MichaelBonfils
- 16. Translations @MichaelBonfils What I am NOT talking about
- 17. @MichaelBonfils This is how you sound when you translate shit wrong
- 18. @MichaelBonfils
- 19. Machine Translation Super Fast and Cheap Often Irrelevant – Destroys Trust Translation Source (English): “Make sure you have the latest operating system on your device” Machine translation (German): “Stellst du sicher, dass du das neueste Betriebssystem auf deinem Gerät hast” [Make sure you [informal] have the latest operating system on your [informal] device]
- 20. In August, 2020 VisitMexico.com used Autotranslate on their English Website The Resort of Tulum Villa del Carbon @MichaelBonfils
- 21. • More Accurate Then Machine Translation • Cheap and Quick • Doesn’t always relate to the audience • Translators are Not Marketers Translation Done By a Professional Translator A professional translator is one who practices translation as a professional service.
- 22. Why Translators Suck at Search Marketing “Computer” Translated in Danish is “Datamat”
- 23. The Translation for Air Bag is “Krockkudde” There are MORE searches for “Air bag” in Sweden than “krockkudde”. Svengelska = Swenglish. What about ENGLISH + Language? Another Reason they suck at search: @MichaelBonfils
- 24. When Should You Use Professional Translation? • Translating English Keywords to Target Language* • Creating Short and Long Form Content • Transcreation and Copywriting * REMEMBER Translators are NOT marketers @MichaelBonfils
- 25. In case you didn’t know the difference…. Transcription / Transcreation Copywriting English Reference Transcription for local market Topic and Theme + @MichaelBonfils
- 26. Global Search Marketing People Aren’t Translators • Offensive • Not translation Certified • Expensive • Time Consuming
- 27. When Should You Use a local Search Marketer? • You want to Create Content that speaks to the market appropriately • They Know SEO and/or Search Engine Marketing Tactics : • How keywords are used • How their Market works • Why the Competition succeeds • The psychological behaviors of consumers in their market @MichaelBonfils
- 28. So if they don’t translate, how do global search marketers do their job?
- 29. They Start by Analyzing your Existing English Research for Reference @MichaelBonfils
- 30. They will Utilize a Style Guide and Project Guidelines @MichaelBonfils
- 31. They will analyze the Translation Project Briefs @MichaelBonfils
- 32. They will Analyze the Master copy of the Origina Language Of the Website @MichaelBonfils
- 33. @MichaelBonfils
- 34. Romance Languages are articulated languages, there are words coming from English which do not have a direct translation : ”legacy code" when used in technology is simply just “software” They will think about Understanding Our Words that can NOT be translated @MichaelBonfils
- 35. They will Add Words that can NOT be translated Words that Have NO English Translation or Equivalent Wabi-Sabi (Japanese) “Finding beauty in imperfections.” There is no such thing as perfect. Nothing. But that’s the beauty of it! Our flaws and imperfections are what make us each unique, special, and beautiful. @MichaelBonfils
- 36. They will continue to add Words that can NOT be translated Words that Have NO English Translation or Equivalent @MichaelBonfils
- 37. • Search queries are simple in Chinese compared with English terms; (no long tail) They Will Find Short or Long Form equivalents 緣分 – yuán fèn “Unexpectedly meeting someone you haven’t seen in a long time” @MichaelBonfils
- 38. They Will Find Short or Long Form equivalents Rechtsschutzversicherungsgesellschaften “Legal Insurance” German searches with one word make up only 2 percent of the search. All other search queries consist of at least three to five words -aHrefs • Search queries are complex in German compared with English terms; (Typically long tail) @MichaelBonfils
- 39. They will correct Misspellings and different words of the Same Language 比较 means “compare” but so does 对比 Singapore Chinese Vs Hong Kong Chinese @MichaelBonfils
- 40. Coordinating Conjunctions in Arabic: If you are writing content or ad copy for an ecommerce website targeting “kids and mothers” in Arabic it looks like “ الفطألا تاهمألاو ” . “ And mothers will essentially be one word – the equivalent of writing “kids andmothers” When writing Arabic online it’s better to include the space i.e. “ الــفطألا و تاــهمألا ” even though this is not grammatically correct. They will consider Grammar Variations @MichaelBonfils
- 41. Will Utilize Google Tools for Additional Multilingual Keyword Research https://trends.google.com/trends/?geo=US Google Trends Google Global Market Finder https://marketfinder.thinkwithgoogle.com/intl/en_us/ @MichaelBonfils
- 42. article name new url focus keyword ZH supporting keyword ZH Local search volume Translation Reasons for irralevant to the website page Safe & Dry™ Ultra thin disposable nursing pads https://www.medela.com/b reastfeeding/products/brea st-care/ultra-thin-nursing- pads 防溢乳垫 防溢乳垫 120 anti-overflow breast pad 防溢乳垫怎么用 100 how to use nursing pads 防溢乳垫什么牌子好 40 which brand of nursing pads to choose 乳垫 40 breast pads 产妇垫 10 maternity pads ultra thin一次性防溢乳垫 5 ultra thin disposable nursing pads 超薄防溢乳垫 5 ultra thin nursing pads 次性防溢乳垫 5 disposable nursing pads Medela 防溢乳垫 5 medela nursing pad 孕妇乳垫 5 maternity breast pads 什么是防溢乳垫 5 what are nursing pads 一次性乳垫 5 disposable breast pads 美德乐防溢乳垫 5 medela anti-overflow breast pad 防溢乳垫五羊 5 anti-overflow pads for breast 产妇防溢乳垫 5 maternal anti-over breast pad 溢乳 90 leaking breast milk irrelevant 乳房漏乳 5 boobs leaking colloquial language 孕期漏乳 5 leaking breast during pregnancy not specific enough Medela（美德乐）防溢乳垫 5 medela nursing pads too long for a keyword 母乳喂养垫 5 breastfeeding pads not specific enough Medela’s “Nursing Pads” : Chinese Keyword Research for a Localized Article @MichaelBonfils Then Create the Keyword Research Output
- 43. They might start categorizing keywords via customer journey funnels @MichaelBonfils
- 44. They might start analyzing those keywords for content competition per journey segment @MichaelBonfils
- 45. They may Identify Supply and Demand in order to create a Global Content Strategy CONTENT DEMAND CONTENT SUPPLY 5.8% GENERAL READING AROUND NEW BORN FEEDING AND CARING 6.3% 13.2% 9.4% DISCOVERING BENEFITS OF NATURAL FEEDING LOOKING FOR TYPES OF FEEDING SOLUTIONS 12.6% 10.8% 6.1% 7.2% 36.6% 49.4% 14.4% 12% PLANNING FOR BREAST FEEDING BUYING PRODUCTS PANIC SOLUTIONS 6.6% 2.4% ROUTINE SETTING AND USING THE PRODUCT AWARENESS DISCOVERY ANTICIPATION ARRIVAL OF TOTAL CONTENT % % LESS MORE 100% 100% NURTURING BACK TO WORK 2.1% 4.4% LEARN & PREPARE 1ST , 2ND & 3RD TRIMESTERS NOVICE TO EXPERT 1-3 MONTHS REPURCHASE 6+ MONTHS @MichaelBonfils
- 46. @MichaelBonfils Opportunities Americans Don’t Get What I am NOT talking about
- 47. @MichaelBonfils January Winter Sales Period, January 2021, Germany New Year (Shogatsu), Jan. 1, 2021, Japan New Year, Jan. 1-8, 2021, Russia Les Soldes, Winter: Jan. 6-Feb. 2, 2021, France February Chinese New Year, Feb. 12, 2021, China Seollal (Korean New Year), Feb. 13, 2021, South Korea Valentine’s Day, Feb. 14, 2021, Japan Defender of the Fatherland Day, Feb. 23, 2021, Russia March International Women’s Day, March 8, 2021, Russia April Ramadan, begins April 13, 2021, Saudi Arabia Click Frenzy Mayhem, April 20, 2021, Australia El Día Del Niño, April 30, 2021, México May Parents’ Day, May 8, 2021, South Korea Mother’s Day, May 9, 2021, Japan Eid al-Fitr, May 13, 2021, Saudi Arabia Memorial Day, May 31, 2021, U.S. June EOFY Sales (End of financial year), June 2021, Australia Father’s Day, June 20, 2021, Japan Les Soldes, Summer: June 23-July 20, 2021, France July •Summer Sales Period, July 2021, Germany •Ochugen, July 2021, Japan •Prime Day, mid-July, 2021, U.S. •Eid al-Adha, July 20-22, 2021, Saudi Arabia August •Onam, Aug. 12-23, 2021, India September •Labor Day, Sept. 6, 2021, U.S. •Ganesh Charturthi, Sept. 10, 2021, India •Chuseok, Sept. 20-22, 2021, South Korea October •National Day Golden Week, Oct. 1-7, 2021, China •Flipkart Big Billion Festival, Oct. 6-11, 2021, India November •Diwali, Nov. 4th, 2021, India (also Nepal, Sri Lanka, and others) •Singles Day, Nov. 11, 2021, China •El Buen Fin, Nov. 19-22, 2021, México •Children’s Day, Nov. 20, 2021, Brazil •Black Friday, Nov. 26, 2021 •White Friday, Nov. 26, 2021, Saudi Arabia •Cyber Monday, Nov. 29, 2021 December •Oseibo, December 2021, Japan •Christmas Period, December 2021, U.K. Major Global Ecommerce Events
- 48. @MichaelBonfils
- 49. @MichaelBonfils
- 50. Funny Shit – Cultural Humor @MichaelBonfils What I am NOT talking about
- 51. 64% of consumers would have a negative opinion of a brand next to inappropriate content. Consumer Trust in Digital Marketing (GroupM 23 countries / March 30, 2020 @MichaelBonfils
- 52. This IS funny in the US, but no where else:
- 53. This might NOT be funny in the US
- 54. This DEFINITELY wouldn’t be in the US
- 56. Techy International SEO Crap @MichaelBonfils What I am NOT talking about
- 57. @MichaelBonfils Imagine if this was all just translated • Localized Keyword Research • Keyword Mapping • Localized Title, Descriptions, URLs and everything else on the page
- 58. Getting Structure Right or Wrong @MichaelBonfils CC tld NapaConference.co.uk NapaConference.fr Pros: - Clear Google Signal to the Country - Trust - Developing Links and Signals are easier - Potential to have .com and .cctld SERP Real Estate Cons: - Multiple Sites to Manage - CRM Issues - No History and No Link Juice - Domain Name issues (finding one, translating one, misunderstanding one) ladrape.co.uk
- 59. @MichaelBonfils Subdirectory Pubcon.com/UK Pubcon.com/FR Pubcon.com/CA-FR Pros: - You can use HREFLANG to explain to Google - Master Link Juice - You can use language targeting AND/OR country targeting - No buying multiple domains or CRM issues Cons: - User Trust Diminishes - CRM Issues - Potential HREFLANG mess - Link building difficulties Getting Structure Right or Wrong
- 60. HREFLANG @MichaelBonfils “apple official website” in the US “apple official website” in the Spain Implementing hreflang HTTP headers Implementing hreflang in your XML sitemap https://ahrefs.com/blog/hreflang-tags/ HREFLANG BEGINNERS GUIDE
- 61. Creating and Fixing HREFLANG @MichaelBonfils Bill Hunt’s HREFLANG Discover tool hreflangbuilder.com Aleyda Solis HREFLANG Tag Generator tool https://www.aleydasolis.com/english/international-seo-tools/hreflang-tags-generator/
- 62. Best you try to be friends with these two if you really want to do Intl SEO… @MichaelBonfils Bill Hunt Aleyda Solis
- 63. Global Schema Markup @MichaelBonfils MICRODATA that Tells Google Where you are located and What your site is all about https://support.google.com/tagmanager/ Implement with Google Tag Manager Google’s Structured Data Testing Tool: https://search.google.com/structured-data/testing-tool/u/0/ Bing’s Structured Data Markup Validator https://www.bing.com/toolbox/markup-validator
- 64. Baidu, Naver and Yandex @MichaelBonfils What I am NOT talking about
- 65. Statistica 2017 https://www.statista.com/statistics/220534/googles-share-of-search-market-in-selected-countries/ But Wait … Google Isn’t Dominant everywhere? Google Global Market Share @MichaelBonfils
- 66. @MichaelBonfils • Firewall and Connectivity Analytics, Slow Connections, Factor in Site Speed • Regulations and Red Tape Painful Setup, ICP Licenses • Google Analytics Might Not Fire How do you measure results • Getting On Baidu / 360 Prepay, different algorithm • Wechat? What does that Have to do with anything? Necessary part of the attribution China’s Baidu
- 67. Baidu Vs Google
- 68. @MichaelBonfils Korea’s Naver Source: Search Engine Journal Wait? Where is the SEO Part?????
- 70. Yandex Vs Google
- 71. @MichaelBonfils What I AM going to talk about?
- 72. Strength lies in differences, not in similarities. -Stephen Covey
- 73. Thank You MULTILINGUAL DIGITAL MARKETING SIMPLIFIED You Can Reach me at: Mbonfils@SEMinternational.com