Aiming for Europe? It’s not as easy as you might think. Though allied under the EU, European countries are each unique, with diverse cultures, languages, and searcher behavior. Google owns nearly all the search market share across Western Europe, which simplifies search marketing platform issues, However, helping Google bot understand just which market you are after is more complex, especially when languages cross borders, as do German and French.Read more »
I am on a panel of speakers during a session on running a European search campaign, where his will be sharing his knowledge and vast experience on the subject. Other speakers in this session will include Andy Atkins Kruger, CEO, WebCertainGroup; GJ Bramer, GJ Bramer Web en Organisatie; and Massimo Burgio, Founder, Global Search Interactive.
All people with great knowledge on the topic and I am excited to be a part of it. I will also be signing by book “Global Search Engine Marketing” at the SASCon Conference.
Looking forward flying over and being a part of this great 5 star show.
Before the advent of sophisticated digital and online technologies, tracking of marketing campaigns was easier. Television, newspapers, magazines and radio were primary media channels and when consumers came directly to a store or ordered from a catalogue, it was simple to trace their purchase path. With a proliferation of technologies, customers now reach sellers through a myriad of sources – organic search, PPC, social media, email campaigns, media partner sites, QR codes, TV ads, group buying sites and display ads. In this era, therefore, attribution reporting is used by marketers to comprehend the miscellaneous touch points that customers have with their brand.
Instead of focusing on the last click – the click that brings conversions, such as a customer signing up for newsletters or finalizing a shopping cart purchase – attribution reporting assigns partial values to various and overlapping marketing touch points that customers interact with during the sales process as they move from awareness through to conversion. While statistics show that paid search advertising and search engine optimization still have a major share of online marketing budgets, customers also get influenced by a combination of social mentions, display ads, offline marketing, promo codes and traditional marketing channels, such as TV and Radio.Read more »
Google rolled out a solution for the problem that multiple language sites started facing due to Panda filter. This key was in the form of ‘hreflang’ and ‘canonical’ tags. This is Google’s way of telling site owners that they should use a regional subtag in their head tag for the website URL. This will help Google search crawlers to figure out the nature of content on each page and its relevance to a search performed. With these tags on websites, Google will comprehend that content on the site is truly intended for that region.Read more »