SES Chicago 2007: Asia, Japan, China, Australia and Eastern acific

Moderator:
Kevin Ryan, Vice President, Global Content Director, Search Engine Strategies and Search Engine Watch
Marketing Speakers:
Motoko Hunt, Founder, Japanese Search Marketing Strategist, AJPR LLC
T.R. Harrington, Director of Strategic Direction & Product Development, Darwin Marketing
Erica Schmidt, Global Director of Search, iProspect (slides where unreadable)

Motoko Hunt, Founder, Japanese Search Marketing Strategist, AJPR LLC

87.5 Million on the Internet
68% penetration
Mobile taking off in Japan, SNS, Blog, Video

Yahoo! allows keyword assist in Japanese.

Searchbox is telling you the words to search online offline.

Challenges of language includes spelling variations, no spaces segmenting word.

Translators don’t know SEO. Keyword research must be redone as the usage rates can be highly variable. Japanese keyword Research is critical.

Shopping, payment options, “Osaifu-keitai”, Points (not coupons) are prevalent.

T.R. Harrington, Director of Strategic Direction & Product Development, Darwin Marketing

Baidu – 68% search traffic in China

The way Baidu displays ads first – you might not see a natural listing on page 1 at all!!!

Ad platform differences – CPC, Budget, # of clicks, content network, campaign report, geo-target, keyword insertion

Paid Search – higher click through rate, faster CPC price increases, relatively few optimization variables

Natural Search – keyword selection methodology, traffic estimation tools in China unreliable (Google says not to use Google analytics there).

China still has low penetration of credit cards and most transactions happen offline and therefore aren’t trackable.