The Relationship Between Search Behaviour and SERP Landscape (Part 2)

This is the second and final part of a 2 part series on the relationship between search behavior and SERP landscape. Part 1 is here.

PART 2: THE EFFECT OF SERP LANDSCAPE ON SEARCHER BEHAVIOR

The seeds of this article arose when I was studying differences in searcher behavior between countries.

I noticed that in many countries, especially those who are relatively new to the internet being widely available, searchers seem to show, in general, lower stages of search behavior, often progressing no further than Stage 2 - Exploration.

At first, I assumed that this less sophisticated behavior was due to less experience with the internet, an assumption I now know to be false and, to a degree, ethnocentric.

The assumption that searchers in these countries are less sophisticated due to a lack of experience can be supported by the massive growth rate (500% or higher is common) of internet availability, but does not explain why even people who have had the internet for years in these countries still tend to show less sophisticated search behavior as a whole than searchers in developed countries.

There is no "national searcher" - everyone progresses by themselves as an individual due to their own experiences. Additionally, in many of these countries (typically developing countries) people who have internet tend to be well educated and spend a lot of time online - they should progress fairly quickly, yet often do not. So the question is - what's going on?


I believe the answer lies in the SERP landscape, and it's been hidden there due to the halo effect of the online industry as a whole.

You see, my research appears to show that searchers everywhere will naturally try to progress through the stages of search sophistication as they use search more and more.

However, if the SERPs do not support that progression, the progression stops. In short, increases in the sophistication of tool use is limited by the sophistication of the tool itself. Some tools simply lend themselves to more sophisticated actions than others.

How could this happen? Many ways.

Sometimes, it's due to limitations of the search engines themselves. Back in the days before Google, searcher behavior was also fairly unsophisticated, since attempts at sophisticated searches were generally foiled by small indexes filled with spam. It simply wasn't worth the effort to try to improve your search techniques when the search engine still gave you poor results.

Another reason this could happen is due to the available results. If nothing but spam is available, then you will get nothing but spam. If local websites are designed in a manner that is not search friendly, then no matter how good you are at searching, you are still unlikely to find what you need, because the search engine simply doesn't have it to give you. It may exist, but it's not available through a search engine.

GIGO - Garbage In, Garbage Out.

It is this second reason that appears to be why searcher behavior tends to "stall" in some countries and languages.

Although part of the blame sometimes lies on the search engines themselves for not adapting to local restrictions, culture and resources, the majority of the blame for this is, very simply, poor websites from an SEO (and often usability) perspective.

As websites for the region or language become more sophisticated and accessible to search engines (and start carrying useful information rather than being just web brochures), the search engines will begin to be able to provide a better sampling of results, thus allowing more advanced searcher behavior.

Analogy - Buying some Beans

As an analogy, think of going shopping to go get a can of beans at two different stores. The first store is a well run national chain with a huge selection and a logical, clear layout. Since you have been there many times before, and you already know exactly what you want, you will probably know exactly what to do, even if you have never bought beans before at that store.

You will go to the aisle that is most likely to contain the beans, glance quickly down it for the area most likely to contain the beans and head right there. On the way, you have probably already checked for coupons and sales, and have a very good idea of exactly what brand and size you want, along with what brands you may not want. You may also know whether you want to get the beans from the "All Natural" aisle, the "Ethnic Foods" aisle, or the general "Soups and Canned Goods" aisle.

Within seconds, you have exactly what you want, after following what is, if you think about it, a very sophisticated and effective search pattern, that was helped by a large, well-organized selection to choose from. This is Stage 4 - Control mode. You take control of your search and make it work for you.

Next, contrast this with going to get a can of beans from a nearby store that is very messy, disorganized and has little stock. First, forget coupons, the "All Natural" aisle and all of that. If you are lucky, there might actually be a "groceries" aisle. Your can will be there, in with the other cans, if you are lucky. If there is an organization to it, it's not readily apparent.

At this point, you have to throw planning and sophistication out and basically just start hunting through the shelves until you find a can of beans. The chances of it being exactly what you were looking for are remote, so you may then end up sifting through yet more cans in a vain hope that there might be another choice (hopefully one that has not expired). You may even decide to give up and either skip the beans altogether, or go check a different store. You are in Stage 2 - the Exploration mode.

In this scenario, it's not YOU who has changed and become less sophisticated, it's the shopping environment that has. You basically had to degrade your planning and shopping behavior to deal with the fact that sophisticated actions can only take place at the top end of the available actions, and the available actions are reliant upon the choices, support and quality present at the time.

Conclusion

In short, searchers in China, Mexico and elsewhere are only searching in unsophisticated manners because the SERPs themselves are unsophisticated, not because of some sort of cultural norm, which is often currently the assumption.

I hear this all the time: "The Chinese search like this" or "Mexicans tend to do searches this way", but this is ethnocentric and misleading.

It would be more accurate to say that "searchers in China do this" or "searchers in Mexico have to search this way". The sophistication of the searches are based on the sophistication of the search landscape, not the searchers themselves.

There are 2 major conclusions of interest to the search community that can be taken away from this, IMO.

1. If a market shows unsophisticated searcher behavior (as evidenced by the types of searches performed), then there is almost certainly an excellent potential market for SEO (along with an attendant lack of awareness of SEO in the first place). Additionally, due to this lack of sophistication within the market, SEO and PPC are likely to very effective. There is simply less high-quality competition.
   
   
2. Since searchers will increase in sophistication as the available search landscape evolves, it is important to prepare websites for more sophisticated searches (ie long tail terms, searches for specific on-site information rather than just contact information, etc) rather than simply rely on current KW research. You will need to evolve within your market as your searchers do. And they will, as quickly as the market does.
   

Hopefully these 2 articles have been helpful to you. I know the insights I've taken from coming up with them are serving me well with my current international SEO efforts.

Ian

The Relationship Between Search Behaviour and SERP Landscape (Part 1).

PART 1: STAGES OF SEARCHER BEHAVIOR

The following is original research developed from several hundred interviews across 9 countries (Canada, USA, Mexico, Brazil, China, Japan, Korea, England and France), combined with insights gleaned from both formal training in cultural anthropology and HCI (Human-Computer Interaction - aka usability). That said, I could be totally wrong. But I don't think so.

I was explaining this theory to a businesswoman in Brazil a couple of days ago and it occurred to me that I hadn't written about it yet, nor had I actually shared any of this with any of my SEO colleagues - forgive me, I'm writing a book on international SEO and as a result my blogging has been slow lately.

Here is the insight: People search differently at different stages in their comfort levels and experience with search engines, but progression through these stages are in turn affected by the SERP landscape they are provided.

This is most prominently (though not exclusively) visible within intranational searches, but this behavior can also be seen in any area where the SERP landscape is different from "standard", such as mobile search, image search, local search, and so on.

Searcher Behavior Stages

The speed of progression through these stages can vary based on how often the searcher searches (dozens of times per day vs a few times per month), the topics for which they search (each major topic will have it's own progression), and whether they get help or training (or have previous experience).

But this is the general progression of search stages:

1. Trust. A searcher at this stage is a novice, and has no idea what to expect as far as results for their search. In general, they will click on the first link that is not clearly spam or inappropriate (some novices to computers in general as well as search will not even attempt to look for spam or inappropriate results - they will simply trust the search engine to answer their question). If they don't find what they are looking for, they tend to blame themselves for making a bad search or assume the information is not available.
   
   Searches tend to be simple and general ("taxi" or "how to babysit"). Repeat searches may get slightly more complex (ie the addition of a location - usually at the end of the search as an addition to the original) but not too much more complex - they tend to assume the search engine is much smarter than they are and will figure it out. Users at this level often do not realize the difference between PPC ads and organic results (or don't care).
   
   
2. Exploration. Fairly quickly, searchers tend to progress to the next stage (since the first tends to be unfulfilling), which is exploration. At this stage, there are several ways it will play out, but the most common is the "serial-clicker" - someone who goes though every (or almost every) result in the desperate hope that one of the results will be an answer. Another common scenario is the searcher, rather than going back to the original search results, will begin to click on links within the site they landed on, surfing from page to page and site to site. MFA sites make a lot of money based on this behavior. This is a very important stage to remember, and I'll tell you why in Part 2. These searchers may go several levels deep in the results (page 3 and beyond).
   
   At this point the user is still trusting of the search engine, so search queries tend to be very similar to the trust stage. Instead, the searcher is modifying their own behavior (still assuming the problem is with themselves or with the available data) by clicking differently and exploring the results to try to find their answers.
   
   
3. Analysis. At this stage, the searcher starts getting smarter and more experienced. They have come to realize that clicking on more links isn't really the answer. At this point, depending on their personality, the results they have seen so far, and other criteria, they will begin to change their tactics. Some of the tactics they may try include one or more of the following:
   
   
   • looking at the results page for likely candidate sites before clicking on any (aka "sniper" mode)
   • trying other search engines
   • beginning to use more sophisticated searches and planning ahead (ie putting the location first, then the query)
   • Figuring out the difference between PPC and organic listings (and tending to avoid PPC)
     
   • Finding and re-using "tried and true" search patterns (like "X reviews" "X FAQ" or "X wiki"
     
     
4. Control. At this stage, the searcher becomes sophisticated and takes control over their searches. They realize that the results a search engine provide are in part controlled by the search query itself, as well as the results available. This is usually the level most people eventually find themselves at.
   
   At this stage, advanced search tactics are used, such as:
   
   
   • tiered searches (searching in a general manner, then using information gleaned from those results to perform the "real search" using the information and keywords from the previous search - like looking up the wikipedia entry for a topic, then using keywords and ideas from that to perform a second, "real" search)
   • searches based on likely content or title of a desired result, rather than the user's question
   • long tail searches become more prevalent
   • Simple parameters such as quotes or "results from this country" are more likely to be used
   • Actively trying to prevent bad or off-topic results by using negative parameters or less ambiguous terms.
     
   
   
5. Expert. Most searchers do not reach this stage, as it requires study and is more difficult to do than the results are generally worth for most searches. Experts will use advanced search parameters, tiered searches, and other advanced techniques that require a good knowledge of search engine behavior. This category includes information and search professionals (SEO's, researchers, topic experts, advanced students).
   
   Searches are planned out, often "long tail" or tiered, and can include advanced and multiple parameters. PPC ads, often avoided at the control and analysis stages, will begin to be clicked on if they appear to answer the query. Experts are after the best result, and don't usually care how they get it. They will intelligently make exceptions to general rules of good searching if they believe the result will be good.
   

Well, that's my list of searcher behavior stages.

The next thing to realize is that these stages may repeat themselves for different queries or topics.

For example, someone may search at a Control or even Expert stage for a topic related to their work or hobby, but when confronted with something totally new (like planning a wedding) is likely to go through the stages again, though usually at a much faster rate than a new searcher would (sometimes in a few hours or less).

They know nothing about the topic, so they need to start by trusting the search engine again.

While the above information is useful in and of itself, in Part 2, I'll go over how people (and entire cultures/nations) can get "stuck" at certain stages, and the effect this has on international SEO and SEM.

Stay tuned.

Ian

Happy Lunar New Year 2009 - The Year of the Ox

It's the Lunar New Year (aka Chinese New Year) again. Many people call it Chinese New Year but of course the Chinese are not the only ones who celebrate it, so Lunar New Year is more correct. This year (2009) is the Year of the Ox. Specifically, the Earth Ox. If you were born in 1961, 1973 or 1985, you are an Ox, as well.

The expected characteristics for this year are that success will come only through hard work, and that this is a year where reliability and honestly are even more critical than normal. The Ox is associated with building to last and slow but sure action. In this time of worldwide recession, interpret that how you will.

If you do any business in or with China, you can forget about getting anything done during this period - it's like a combination of Christmas, New Years, Summer Holidays and your Birthday, all rolled into one. It's also often the only vacation many Chinese get all year. As a result, don't expect any emails getting answered (unless they are about where the nearest party is...)

Some facts about Chinese New Year

As usual, here are some interesting facts about Chinese (Lunar) New Year.

The beginning of Chinese New Year started with the fight against a mythical beast called the Nian or "Year" in Chinese. Nian would come on the first day of New Year to devour livestock, crops, and even villagers, especially children. To protect themselves, the villagers would put food in front of their doors at the beginning of every year. It was believed that after the Nian ate the food they prepared, it wouldn’t attack any more people. One time, people saw that the Nian was scared away by a little child wearing red. The villagers then understood that the Nian was afraid of the color red. Hence, every time when the New Year was about to come, the villagers would hang red lanterns and red spring scrolls on windows and doors. People also used firecrackers to frighten away the Nian. From then on, the Nian never came to the village again.

Because of this story, fireworks are traditional because the loud noises and red colors are said to scare away evil. Plus, it's fun!

The Dragon Dance is also common, and in the East dragons are considered good luck. If you look closely at most dragon dances, you will see people throwing cabbage to feed it - yes, that's part of the ceremony - most westerners miss it.

The most popular tradition is gift giving, of course, and it's usually little red envelopes with money in them.

Happy New Year - Gung Hei Fat Choi

Many people don't say "Happy New Year" (新年快乐 - Sun nin fai lok), but rather say "Congratulations and be Prosperous" (恭喜发财 - Gung hei fat choi). If you have to remember one, I'd choose "Gung hei fat choi." (A close English pronunciation for US and Canada: "Gung Hay Fat Choy").

I always think of it as the Chinese equivalent of "Live long and Prosper", but then I'm a geek...

Are you an SEO/SEM in Mexico or Brazil?

I'll be visiting Mexico from Feb 16-24 and Brazil from Feb 24-Mar 3 for the purposes of meeting other SEO's, learning about the local search marketing environment and culture, and generally beginning to learn more about and promote those two countries as excellent SEO targets for international businesses.

If you live in either place (specifically Mexico City, Acapulco, Cancun, Sao Paulo and Rio de Janeiro) I'd love to meet with you - I'm also looking for local contacts and sources, and can in turn introduce you to my other contacts and sources internationally. I'll buy the beer :)

And, just to make this post more interesting, I'm in the process of finishing up (finally) my book (International SEO) and I'd like to share with everyone the top 20 international SEO/SEM countries (there may be a few surprises in here for some people):

This list was created by comparing overall population, internet users, internet penetration, broadband subscribers, and user growth for 194 countries. Ranked in order of internet broadband users:

1. United States
2. China
3. Japan
4. Germany
5. Korea, South
6. United Kingdom
7. France
8. Italy
9. Canada
10. Spain
11. Brazil
12. Netherlands
13. Taiwan
14. Australia
15. Mexico
16. Turkey
17. Russia
18. Poland
19. India
20. Vietnam

I intend to meet with SEO's and other search marketers in every single country before publishing the book, hence my trip to Brazil and Mexico.

Cheers,

Ian

3 Factors of International SEO

International SEO is just like regular SEO, but with a type of personalization.

Arguably, the first step towards true search personalization by the search engines was international search. This was followed by local search and universal search, with even more coming ideas coming along, including logins, "answers" and so on.

But it started with international search, because that was the big issue - how do you develop relevent results if you can't even present them in the language of the visitor? How can you claim a result for someone looking to buy something is relevent if the companies in the results don't even ship to where that searcher is? Unless you restrict yourself only to a certain region, you can't.

As a result, international search is, even with all it's little issues and odd behaviours, one of the more settled and stable types of personalization. Which means you can actually DO international SEO, rather than hoping you are doing it. As a matter of fact, I'm writing a book on that very subject right now.

First things first: standard SEO still counts. You still need good technological setup, links and content. If you don't start here, then internationalizing your site will only make things harder, not easier.

Once you have that in place, here are the 3 main factors for internationalization:

Localization

Localization is the act of making your site relevent and useful to visitors from a particular locale. This includes:

• Translation and language localization (examples include US vs UK spellings and regional terms like "pop" vs "soda")


• User interface (examples: sites aimed at Asian languages should be more link-heavy than English sites, you need to avoid menu systems that assume that the words in the menu are a specific width, and your order forms need to accept addresses in the local order)


• Keyword research - there is no Chinese "WordTracker" or Keyword Discovery" program currently available. I often need to do PPC campaigns to do any KW research at all. This is why I use SEO-trained translators - they cost more, but are worth it.

Geolocation

Geolocation is the process of figuring out the best localized site to present to a particular visitor. Often this is done by matching a visitor IP from a country to the country-specific version of a website (IP Geolocation), but this is a simplistic method that doesn't account for todays highly mobile workforce - an American visiting Japan may want an American site, or they may want a Japanese site, you don't know, and can't guess easily.

And what country is Google from? More specifically, which site do you present to search bots, and how do you do it to avoid problems. This is an entire article by itself, and it's not as easy as you may think.

Geolocation, then, is the process of both choosing the right version of your site for visitors, and also helping the search engines make the same choice.

Here are some ways to help do this:

• Geolocating the website. The most important step of the process is letting everyone know what country your site is targeted to. You can ONLY target one country per page, and in reality, for most organizations, one country per site or sub-site. Methods of doing this are using a ccTLD (country code top level domain like .ca and .uk) and using an IP address that is assigned to a particular country.


• Geolocating the visitor. This can be done in several ways. You can detect their IP address, you can ask them to identify their preferred site, and you can detect their browser settings.


• Visitor language detection. Many countries have more than one official language, and even countries that only have one official language may have substantial alternate linguistic populations ( For exampe, Spanish speakers in the US, English Speakers in Korea). This means you can't just assume that country=language. This can be either detected using browser settings, the keyword used, user choice, or (last resort) geolocation.


• Website language detection. This is harder than you may think. Many language share words or have similar characters, making it hard to automatically detect a language if you are a computer. This can usually be solved by declaring the language within the code.

Globalization

Globalization in this context means bringing it all together. Combining the localization and geolocation in order to present the best site for any visitor. Creating a system that treats every visitor as special, and dealing with their language choice as easily as dealing with the fact that they want your product in size 8, or shipped overnight, or paid for in Euros.

Geolocation and Localization focus on the differences between the countries, languages, and cultures of each visitor, while Globalization focuses on the similarities between visitors, and works towards communicating a message or selling a product seamlessly.

The main mistake I see during globalization efforts is an inappropriate division of responsibility. There are some things that head office should be in control of, and some that the local office should be in control of.

Head office should run the branding and overall marketing strategy for the company. Local offices should then take that strategy, and devise tactics that will work in the local market that further the global strategy.

This means, of course, that head office should control the urge to create "strategies" that are really tactical - like choosing the exact wording of ads, and so forth. Because none of that will matter during translation, and will almost certainly make it worse. Let the locals sell to the locals. You just provide them with the tools and support to do it.

Likewise, local offices should control the local tactics, such as specific marketing copy, photographic images (other than product shots) and, within reason, timing. Launching a major campaign on your new fast food item may not be a brilliant strategy at the beginning of Ramadan, for example.

But local offices tend to be focused on their own area. They may not understand the global issues (including supply line problems) and often don't have as strong of a sensitivity to the "brand" as head office does. A local office in South America infamously changed the BMW logo to better match it's new website, for example. You don't do that!

Conclusion

In order to properly do international SEO, you need to address all three aspects of it - localization, geolocation, and globalization. Once you get these parts are working in harmony, you'll find that it's actually fairly easy to continue to do and improve upon.


Ian

What I Learned in China Last Week

Here is a mostly unsorted list of what I learned in China last week - the lessons will also tell the story...

FYI: what was supposed to happen was that I leave Canada on May 12, stay 3 days in Shanghai (and see the famous water town - China's Venice), then take a train to Nanjing to speak at a conference, then fly to Xi'an to see the terracotta warriors, then fly home.

Lessons Learned:

1. Even if you are an experienced, old-china-hand, been-there-done-that kind of person, you can still do something really stupid like show up in time to board a flight to Beijing with everything ready and in hand EXCEPT A STUPID ENTRY VISA. It's OK to feel like a moron - you are. Slap self silly and run down to the Consulate to see if you can get an emergency Visa in time for tomorrows flight.

2. Earthquakes have a way of messing up travel plans, especially if you have already started off on the wrong foot. Finding out about them while standing in line to go to that country can cause you to doubt your sanity. It also makes your friends and family doubt your sanity (if there was any doubt before, there no longer is)

3. You can get a Visa in the Chinese consulate in less than 2 hours if: a) you've been to China several times before without misbehaving, b) are staying at pre-booked hotels, c) have return tickets already purchased, and d) are willing to pay extra for same-day service.

4. Upgrade certificates to First Class are cool. Air Canada's new "Star Trek" seats are a gadget junkies dream. There are more options to recline and the seat than I thought could exist. I can't justify a business case for first class for my normal travel, but with upgrade certificates, I wouldn't miss it.

5. Beijing's new airport is BIG. No, you don't understand - it makes Heathrow look malnourished and you could combine LAX, Denver and LaGuardia together and they would still fit inside it. Pay attention to where you are going, because if you get lost you'll need a GPS unit, a good map, and a Sherpa guide to find your way out. As long as you don't get lost, it's actually pretty nice. They actually check your baggage tags, so don't lose it.

6. China Spree, my travel agent, booked a really nice hotel in Shanghai that just opened up (the Shanghai Skyway Landis). I liked it a lot. Note to self - choose this hotel for CSMT.

7. My friend Susan Li took me to the watertown (Zhujiajiao) and it was very cool. But the best part was just sitting in a nice tea house talking with an old friend for a few hours. The biggest mistake travellers make is to not allow time for things like this.

The Water Town (Zhujiajiao)

Chinese Soldiers Practicing Search and Rescue
(I assume before deployment to the earthquake zone)

8. Next Lesson: Train stations are designed for pedestrians, not international travellers with heavy suitcases. Lots of stairs, no elevators, ramps or anything useful for moving with luggage. Note to self: never, ever, ever take the train from Shanghai to Nanjing again. Ever.

9. Reading newspaper reports about the earthquake survivor stories can make you cry. Try not to do it in public.

10. The rule of thumb for a presentation is one slide per minute. 20 minute presentation, 20 slides, plus or minus. Forgetting that if an interpreter is translating everything because you are the only English speaker at the conference, it will effectively double the length of your presentation, is just dumb. Racking up a lot of points on the ol' "Ian is losing it" side of the score board here...

11. Lightning CAN strike twice, as long as someone up there is either holding a grudge or the recipient brings it upon themself. Although no one will every believe you, it's possible for you to look at a line that says your plane is taking off at 8:30 AM and somehow manage to read the line above it, that says that a plane is taking off at 10:50AM, thus causing you to miss the flight and the girl at the counter to giggle at you as you are banging your head on the wall.

12. When you have no one to blame but yourself, it's best to just shut up, deal with the new situation and pay the price.

13. My guide, Neil, in Xi'an is a very understanding fellow, especially since he had to wait at the airport all day for me. The Xi'an Shangri-La is a very nice hotel, and the Business Development Manager is very good at straightening out minor luggage issues. This is also the only place in China I've ever stayed in that actually served good coffee (with the exception of Starbucks). A miracle!

14. China has an interesting view on religion. In general, they consider religions to be interesting and colorful, if somewhat outdated. However, if said religion does anything political (like hold a rally, protest, etc) then it will be treated like an organized political opponent and dealt with accordingly. I'm a firm believer in separating religion and politics, but the Chinese take it to an extreme.

15. Xi'an has a very cool Muslim temple dating back at least a thousand years. Tourists can go most places, but only male Muslims can work there or enter into the prayer areas.

You can see the prayer rugs facing Mecca.

16. People care.

All flags flew at half mast for 3 days

Every Hotel I was in Collected Donations
(Naturally I gave - who wouldn't?)

During the 3 minutes of Rememberance at 2:28PM

This guard had tears in his eyes at the end of the 3 minutes

17. The terracotta warriors are cool and should be seen. Apparently, almost none are intact and have to be rebuilt. Between looting, fires, flooding and earthquakes, they have taken a beating. Wait... did you say "earthquake"?

18. Apparently, Xi'An is just north on the same fault-line as Sichuan. Lovely. That night, everyone in China with a cell phone (which is almost everyone) received a text message from the government warning about another potential very large earthquake. This caused some concern. In the old days, the government would not have sent this warning for fear of unrest due to panic - things are changing. And there was no unrest, just a bunch of people who decided that it was safer to stay outside of their apartments for the night. Tons of them. Lesson for the Chinese government: the Chinese people can handle being told bad news. Lesson for the Chinese people: the government is beginning to act like it trusts you. This is a good trend on both sides.

People sleeping outside in Xi'an after second earthquake warning.

19. Blogger is still blocker from inside China. {sigh}

20. It's good to be home.

Ian

Search Marketing In Latin America?

Every year, I go visit at least one of the major international search markets. Since my specialty is in global SEO/SEM it would not be very credible for me to claim to be an expert on marketing to a country I've never even been to, would it?

Actually, there are a depressing number of companies that do exactly this - sell one-page "international" pages for sites, typically poorly translated, and then "submit" them to the local Google (ie Google.co.uk, etc). This is a scam.

First, you don't need to submit to Google - any version. Second, one page of content is highly unlikely to bring in any traffic to speak of, unless it's desperation or long tail traffic. Finally, the whole concept is wrong. If you are not willing to invest more than one page for an entire market, then you have more problems with your marketing plan than SEO.

Anyway, although I have offices in Mexico, Brasil and Argentina, they are through a contract firm and I've honestly never been there or met the staff. So I'm going. As someone formally trained in anthropology, I'm a huge believer in the value of "field work" and "being there". Now we get to the reason I'm bothering to tell you all this:

If YOU were going on an SEM-related trip to South/Latin America - what would you be interested in learning? Where would you go? What would you do? I'll be happy to share what I learn with you, if you want to give me some guidance as to what you want to know.

I'm thinking of going in the fall, on advice from some friends in Argentina regarding the weather. Since I only have about a week or so, I need to be very focused. Here is a (very) rough idea of what I'm interested in seeing/doing:

Countries to visit: Mexico and Brasil. Argentina if I can, but it's iffy this trip, given the time constraints. Just so you know, the top 3 are (in order): Brasil, Mexico, then Argentina.

Search Companies to Meet with (if possible): Yahoo. Anyone else?

Questions to be Answered: What is the real search market share in these countries? What are the scams that need to be avoided? What tactics seem to work the best?

If you can think of anything else, let me know, and I'll find out for you :)

Ian

PS: No, I'm not spelling "Brazil" wrong - the locals call it "Brasil".

AdWords PPC Geotargetting / Language Setup

"When geo-targeting ads by a client's country, what is the best practice for language targeting?"

As a general rule of thumb, your ad should be in the same language as the SERP the searcher is looking at.

Let's say you target Korea, to use an example. If you are just beginning, then it would be best to geotarget Korea and also target the Korean language. Although many Koreans read/speak English, it' s jarring to see an English ad when the rest of the SERP is in Korean. It makes it stand out, but in the wrong way. Usually they decide that the company is clueless and "doesn' t understand Koreans". I've had many discussions with Koreans on this very topic. The same also applies to Chinese, and especially to Japanese.

If you wanted to be more accurate and do a really thorough job in the market, you could do the following (though it's more work and for some markets isn't worth it):

1. Geotarget Korea (or whatever country you are looking at)
   
2. Create a KeyWord list. Separate out the keywords that are the same in English and Korean ( i.e. " Samsung") from the pure Korean words.
   
3. Anything that is pure Korean, target Korean language only.
   
4. Anything that could be both (and would result in a SERP with both English and Korean in it) you would use as two different groups – one targeting English with English ads, and one targeting Korean with Korean ads.

Some other observations:

1. A single English word ("Samsung" ) could be equally in either language, but multiple English words "Samsung office in Seoul " is usually (though not always) an indication that the target language should be English. This also works the other way – one English word in a Korean phrase is probably Korean.
   
2. If in doubt, use the official national language of whatever country you are in, or the most common language of the region if there is more than one. For example, in Canada, you would default to English for western Canada and French for Quebec, unless someone indicates that they are looking for a language specific Keyword.
   
3. Due to the different character sets between Asian languages and English, this might seem more complicated than it needs to be (you are normally safe in assuming any keyword written in Chinese characters has a preference for Chinese ads, for example) but as a best practice it 's a good idea to language target as well as geotarget, especially when you begin to work with multiple languages that share characters (English/Spanish/French or Chinese/Japanese/Korean).
   

Practical Final Answer: Start off with Korean language ads geotargeted to Korea and the Korean language keywords, including the dual-language Korean list. See how that goes. If it goes badly, you are unlikely to fix it by adding English to the mix , and it will just complicate things.

If it does well, then add the dual-language English list to the mix. In this case, you would just create a second campaign, but this one geotargetting Korea but only the English language , then use the dual-language English words. In this case, Google (for example) would not treat that as a duplicate, but would trigger the English ads for searchers that had indicated a preference for English, and Korean for those who indicated a preference for Korean.

This type of system is especially useful when you have products and numbers involved – for example, the "SGH-L760 " from Samsung is the same search term in any language – Korean, English, Chinese, Japanese, etc. You simply can' t just geotarget it – you have to also target the language in order to trigger the correct ad.

I hope that helps,

Ian

Are You In Japan, Korea or China?

I'll be in Japan from May 5-11 then in Korea from May 11-17, then in China for the China Search Marketing Tour from May 17-29. The purpose of the trip is to do some networking, and learn first hand about e-marketing in each of these countries.

If you are in any of these places when I'm there, I'd love to buy you some of your favorite beverage and chat for a bit. I've got a couple of meetings with some government officials in each place, but the rest of the time is flexible (sightseeing, networking, shopping, looking for suppliers/partners, etc).

I'm also looking for SEO/SEM's that can help me in each of these countries. The work would be occasional at first, then hopefully much more frequent.

Or, we could just chat! I like meeting new people :)

Cheers,
Ian

Back from China

I'm back from China. No, I didn't go on the China Search Marketing Tour without you, and you didn't miss it yet (though if you don't sign up ASAP, you will!). I went on a family vacation. I took my kids, wife, inlaws and an "uncle" I've never met to Beijing, Shanghai, and finally to a small village near Kai-Ping where my wifes family comes from.

Even though they are Chinese, it was the first time any of them had ever been so far north - Uncle (as I called him) had never even seen snow before, so the sub-zero weather of Beijing in March was definately a new experience for him. The trip to the Great Wall was in almost -40 degree weather!

I'll spare you the day by day (I'm planning on inflicted that on you for the CSMT), but there were a couple of highlights:

Never go to Beijing before April - it's cold and no fun. May is MUCH better.

Damn, it's cold!

My wifes village is very interesting, and about as rural as you can get in China while still having electricity...

Looks pretty - Don't drink the water...

Stir Fried Water Beetles and other "interesting" foods are often eaten in villages.

Bugs... Yummy. Taste like unsalted pumpkin seeds.

I have many stories about this trip - some of which I might even tell one day. :)

Ian

Happy Lunar New Year!

Today (Feb 18, 2007) is The Lunar New Year (aka Chinese New Year, Spring Festival, etc)). The Chinese "zodiac", like the western one, has 12 aspects to it, but rather than being monthly, they are associated with years. This year is the Year of the Pig or Boar. More specifically, this year is also associated with Fire, so it's the Year of the Fire Pig.

This is a HUGE deal in China because it's the only major holiday of the year - everyone gets it off, and it's like your birthday, new years eve and xmas all rolled into one. If you were hoping to do any business with the Chinese for the next, oh week or so, or last few days, fuggedaboutit. That's probably why your emails are not being answered ;)

Some facts about Chinese Year Year

Fireworks are traditional because the loud noises and red colors are said to scare away evil. Plus, it's fun!

The Dragon Dance is also common, and in the East dragons are considered good luck. If you look closely at most dragon dances, you will see people throwing cabbage to feed it - yes, that's part of the ceremony - most westerners miss it.

There is more information about Chinese New Year in wikipedia.

Happy New Year - Gung Hei Fat Choi

Many people don't say "Happy New Year" (新年快乐 - Sun nin fai lok), but rather say "Congratulations and be Prosperous" (恭喜发财 - Gung hei fat choi). If you have to remember one, I'd choose "Gung hei fat choi." (A close English pronunciation for US and Canada: "Gung Hay Fat Choy").

I always think of it as the Chinese equivalent of Spock saying "Live long and Prosper", but then I'm a geek...

The Pig or Boar

The Year of the Pig (Boar): the Pig represents Fertility and Virility - it's considered a good year to have a child. The Pig zodiac person is considered to be a honest, straightforward and patient, who tend to avoid the limelight and work behind the scenes. They are quick to offer support to others. They tend to be ethical and trustworthy.

The Pig type is seldom vengeful and usually very tolerant of other people's views and opinions. Like the boar, although they do not seek a fight, they will defend themselves and their friends/family fiercely. They tend to be good students and excellent friends.

Of all the Chinese Zodiac personality types, the Pig or Boar is the most universally admired.

Chinese Zodiac Predictions for 2007 - Year of the Pig

(Keep in mind I'm not an astrologer nor particularly psychic (I actually don't believe in zodiac influences - I just think it's interesting sometimes)- the following is based on traditional methods, rather than any particular skill or insight of my own.

Since this is the year of the Fire Pig, the normally easy-going nature of the Pig takes on some more fiery and passionate aspects. Here are some predictions from around the web for this year:

• This is a great year to work on or complete existing projects - not such a good year for starting new ones. This is a bad year for taking a lot of risks.


• It's an excellent time to start a romance or to take an existing one to a new level.


• A lot of money can be made this year.


• If you are a student or in acedemia, this could be a very good year for you.


• The Pig is a go-with-the-flow type - if you focus on enjoying life's pleasures and heating up your relationships, this will be a very good year for you!

Your Chinese Zodiac Sign

If you were wondering what your Chinese Zodiac sign is, you can look it up here:


Of course, it's a lot more complicated than this for true believers, but this is usually good enough for most westerners.

The Twelve Animals

RAT: People born in the Year of the Rat are noted for their charm and charisma. They are perfectionists and work very hard to achieve their goals. They are very thrifty with money yet like to acquire many possessions. They get angry easily and love to gossip. They have high ambitions and are quite often very successful. They are most compatible with people born in the years of the Dragon, Monkey, and Ox.

OX: People born in the Year of the Ox are patient, quiet yet inspire confidence in others. They are eccentric and temperamental. They speak little but when they do they are quite articulate. Mentally and physically alert, they are generally easy-going but can be very stubborn and they hate to fail or be opposed. They are most compatible with Snake, Rooster, and Rat people.

TIGER: People born the Year of the Tiger are deep thinkers, very sensitive and can have great sympathy for others. They are powerful and courageous. However, they can be extremely short-tempered and don’t respond to authority, especially if it’s from older people. They are sometimes indecisive and have poor judgment. Tigers are most compatible with Horses, Dragons, and Dogs.

RABBIT: People born in the Year of the Rabbit are articulate, talented, and ambitious. They are virtuous, reserved, and have excellent taste. They are admired, trusted, and are often financially lucky. They are fond of gossip but are tactful and generally kind. They are clever at business and often make the correct choices. They are most compatible with those born in the years of the Sheep, Pig, and Dog.

DRAGON: People born in the Year of the Dragon are healthy, energetic, excitable, short-tempered, and stubborn. They are also honest, sensitive, brave, and they inspire confidence and trust in others. They are the most eccentric of any in the eastern zodiac. They never borrow money, are very straight forwarded and tend to be soft hearted which sometimes gives others an advantage over them. They are compatible with Rats, Snakes, Monkeys, and Roosters.

SNAKE: People born in the Year of the Snake are emotionally and spiritually deep. They say little yet possess great wisdom. Snake people are often selfish and vain yet can show tremendous sympathy for others. They tend to rely on themselves because they have serious doubts about other people’s judgment. They hate to fail and are determined in whatever they do. Appearing calm on the surface, they are intense and passionate creatures. Usually very good-looking in appearance, they sometimes have relationship problems because of it. They are most compatible with the Ox and Rooster.

HORSE: People born in the Year of the Horse are very popular. They like to be entertained and like being around large crowds. They are wise, talented, and very good with their hands. They are cheerful, skillful with money, and perceptive, although they sometimes talk way too much for their own good. They are very independent and don’t listen to others advice. They are most compatible with Tigers, Dogs, and Sheep.

GOAT/SHEEP: People born in the Year of Goat are elegant and highly accomplished in the arts. They are wise, gentle, and compassionate On the surface they appear better off than those born in the zodiac's other years but are often shy, pessimistic and often puzzled about life. They are very spiritual yet timid. They are sometimes not well spoken but are always passionate about what they do and what they believe in. Their abilities will always make them prosperous so they are able to enjoy all the comforts of a good life. They are compatible with Rabbits, Pigs, and Horses.

MONKEY: People born in the Year of the Monkey are the erratic geniuses of the zodiac. Clever, skillful, and flexible, they are remarkably inventive, original in thinking, and can solve the most difficult problem with ease. They are sometimes impatient and must do things immediately and if they cannot, they become discouraged and give up easily. Although good at making decisions, they tend to look down on others. Having strong common sense, they have excellent memories and a deep desire for knowledge. They are very strong willed yet do not stay angry long. They are most compatible with the Dragon and Rat.

ROOSTER: People born in the Year of the Rooster are deep thinkers, very capable and naturally talented. They are very devoted and like to keep busy but are deeply disappointed with personal failure. They can be eccentric resulting in troubled relationships with others. They always think they are right and usually are. Being loners, they sometimes give the outward impression of being adventurous but are actually timid. They can be selfish and too outspoken, but are always interesting and can be extremely brave. They are most compatible with Ox, Snake, and Dragon.

DOG: People born in the Year of the Dog possess the best traits of human nature. They are great leaders, have a deep sense of loyalty, and are honest. They are very trustworthy because they can keep secrets. They can be very selfish and stubborn at times and can be emotionally cold and sometimes distant. They always have money but care very little for wealth. They are easy to criticize other and are noted for their sharp tongues. They are compatible with those born in the Years of the Horse, Tiger, and Rabbit.

PIG/BOAR: People born in the Year of the Pig are gallant and always give their best effort. They have tremendous fortitude, great honesty, and are very optimistic. They have few friends but the relationships they do have are lifelong. They are extremely loyal so their friendship is very prized by others and they are very kind to love ones. They have a great thirst for knowledge and study a great deal so they are well informed. They are quick tempered yet hate to argue. They are most compatible with Rabbits and Sheep.

Chinese Culture

Chinese culture is a hobby of mine, and a fascinating subject (sinology). One of the best ways to learn about it, of course, is to actually visit China. If you are a search marketer, I'd like ot remind you that time is running out to sign up for the China Search Marketing Tour. As a matter of fact, if you sign up before MARCH 5, you can get a $500 DISCOUNT!

The tour price now includes an SES Platinum Pass at no charge! I hope to see you there.

Ian

Phrases to Avoid in Translation

One of the hardest things about preparing a document for translation is looking for things that don't translate well. Many times, they make perfect sense to the writer, and it never occurs to them that someone else in another culture would not have the same shared references.

Unfortunately, shared references are part of what makes a culture, and therefore is the first thing that needs to be expunged from documents intended for multi-cultural audiences.

Off the top of my head, here is a list of regionalisms that should be avoided:

Any sports/game reference: "get your game on", "it's the bottom of the ninth", "hit a home run", "sticky wicket", "poker face" "checkmate" etc
Popular culture references: "re-gifting" ,"bizzaro", "Benny Hill" etc
Local News references: "____-gate", "bob's your uncle", etc
Local slang: "yob", "the pond", coke (when referring to drinks other than Coca-Cola)", "trailer trash" etc
Famous Sayings: "The only dumb question is the one that's never asked", "It's always in the last place you look", "A bird in the hand is worth two in the bush", etc
Most acronyms: The list here is extremely long, ranging from tanstaafl to SERP.

The reason that famous sayings are on the list is because they take on special meaning (cultural shorthand) in their native language and can be used in ways that make little sense (and can sound pretentious or insulting) once translated. If you use them (and I recommend not) then make it clear that it's a saying, and not your own words.

Finally, try to avoid corporate jargon. That "professional sounding" phrase you use to describe an internal process or concept at your company probably just sounds stupid or pretentious once translated. It probably sounds stupid or pretentious to people outside your company in your native language, as well, but that's a post for another day.

I hope this has helped illustrate how easy it is to make yourself almost unintelligible to others without knowing it. A good translator can help with this, but only if the translator knows enough about your cultural references to know what you are trying to say in the first place.

The problem is, these shared concepts can be very powerful marketing and communication tools - they clearly convey both meaning and emotion quickly and easily to an audience that understands them.

This is why we use a minimum two step process for SEO translation at my company, first, we translate the document by someone in your country that understands your local culture. The resulting document is as devoid of cultural references as possible. Then we send it to a professional marketer in your target market, who then localizes and SEO's it to appeal to the target market. Many of our clients then request that we translate that final document back to English (round trip translation) to make sure that it says what they want it to say.

Ian