|Date||April 28 2014 (9:30am – 4:30pm)|
|Venue||Etc Venues, Moorgate, London, United Kingdom|
About the course
With the huge growth in international ecommerce and internet usership globally in the last few years the opportunity that lies in multilingual/international search (PPC&SEO) to drive traffic and sales from multiple countries has never been bigger. However, knowing how to target these different countries and tackle some of the major differences in search behaviours, trends and engines from country to country is a big challenge; and something often overlooked, leading to ineffective campaigns. Further, the boom in global social media usage has also augmented this growth offering distinct opportunities in each local country/market.
This multilingual/international digital training course will go over some of the fundamental considerations that you need to make with multilingual SEO,PPC, Global Social Media campaigns and provide the knowledge and tools required to build global search campaigns that produce results. Finally the course will teach you the fundamentals of Cultural Conversion Testing (Cultural MVT) and International Usability.
The course will commence with an overview of the international online landscape – covering global internet usership, spend and growth statistics in different countries and continents to highlight what key opportunities exist and where things are moving over the next 5 years. It will further cover the variety of search engines and social media platforms in each market, from Baidu and RenRen in China through to Vkontakte and Yandex in Russia.
Thereafter, you’ll be taken through each of the elements of PPC & SEO campaigns - such as keyword research, ad copy creation, landing page development, link building and content creation… and given insights on how these diversify in different countries and for different search engines. Critically, allowing you to understand what the key steps you need to take at each stage of building successful multilingual/International campaigns are.
Finally we will also look at the practicalities of launching a multilingual site and what website structures such as ccTLDs, subdomains and subfolders have an impact on search results and cost
We will also look at the end funnel and how to optimise for conversion in different countries, such as how the preferred layout of pages, use of colours and size of call to action buttons effects conversion by market.
Who should attend?
This multilingual/International digital training course is ideal for anyone who is looking to launch successful international digital campaigns or is currently running these campaigns and looking to improve results further.
They are also ideal for website owners and persons involved in the creation and / or development of sites covering multiple markets and search engines.
How will I benefit?
The key takeaways from the training session will be:
- Understand the principles of multilingual search and the top considerations when running these kind of campaigns
- Be able to execute an informed multilingual site strategy, factoring in what effects SEO in different markets and engines.
- Understand the workings of different global social media platforms by market and how to set up and manage campaigns.
- Have the tools and knowledge in which to create successful search strategies and the elements the they contain that cover multiple markets and languages
- Understand how to maximise results internationally right through the funnel from attracting a visitor to converting them
Account Director, Oban Multilingual Strategy Ltd
With more than five years experience at senior management level, Oban Multilingual’s Account Director, Jon Murphy is a leading expert in international digital marketing. He is specialised in a variety of subjects including global internet usage, search behaviours, trends and global search engines. In addition, Jon’s ‘know how’ on global market opportunities has informed digital marketing strategies for some of the world’s leading multinational businesses, helping them expand cross-culturally. Client roster includes MSN, Wiggle, SuperDry and Credit Suisse, to name but a few.