Gemma Houghton

International Search: Do What The Data Tells You

With only 3 days to go until the International Search Summit San JoseMel Carson - MajesticSEO, we’re looking forward to a full day of international search marketing content and discussion, with a host of expert speakers from the world of global search.

One of those speakers is Mel Carson from Majestic SEO, who’ll be speaking on the use of link intelligence to gain a global competitor advantage. Here Mel gives us a sneak peak into what he’ll be sharing at ISS, and what he predicts for global search in 2013.

What is the “big thing” in international search in 2013?

It’s that, wherever you are in the world, more and more people are now using different devices in different contexts, so your search campaigns, SEO, landing pages etc… need to be optimised for not just the device, but also the place and mood the user might be in while searching. The research I’ve seen shows that people from different countries use devices in different ways and in different contexts, so it’s all just getting a lot more complicated.

In what ways can link intelligence support international search activity?

The possibilities are endless if you get creative. It can help compare competitors in very different locales, identify emerging markets in which to invest, assess the global reach of an influencer you’re targeting, and it can help predict things like elections. Marketers are missing a trick if the practice is not part of their research phase.

Is there any data that is often overlooked, but is actually very valuable?

It’s not that data is overlooked, it’s just that people don’t think laterally about how to use it. We talk about “big data” blah, blah, blah, but we’ve always had lots of data. It’s only now people are talking about slicing and dicing it in different ways for different means. Majestic is a perfect example of a platform that can transcend its uses for SEO and can take, for instance, PR teams into a whole new league with influencer discovery and blogger outreach. I think businesses really need to sit down and invest in effective tracking and data analysis and then actually take some action when the data tells them too.

If you could give one international search tip, what would it be?

Don’t just think about international search just in terms of language, but think in terms of device, context, culture, motivation and do what the data tells you to do. Investing the time in understanding each country profile will pay off hugely. Way more than if you just throw up a bunch of translated “one size fits all” templates.

What will attendees take away from your session?

How link intelligence can help you keep pace with, if not exceed your competitors’ strategies, and how to use the data creatively beyond just SEO.

Why should people attend the International Search Summit?

For me ISS is the de facto conference for learning about multinational search, what’s hot and what’s next. There’s a reason you guys are so successful at it! :)

There is still time to book a place at ISS @ SMX West! Join us on Thursday March 14th – and even save 10% with the code WS-ISS10

Gemma Houghton

Gemma Houghton

Marketing Manager at Webcertain
Gemma has been working in international search for 6 years and leads Webcertain's marketing team. As well as managing Webcertain’s global online and offline marketing activities, she also organises and programs WebCertain's International Search Summit, a search marketing conference focusing on international and multilingual online marketing and contributes regularly to the Webcertain blog. She has also spoken at conferences such as SES and SasCon and writes regularly for State of Digital. Gemma holds a Professional Diploma in Marketing from the Chartered Institute of Marketing and a BA Joint Honors Degree in French and German.

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