Key Facts

Digital marketing glossary

Keyword research

Also known as key phrase research.

Oban tailors keyword research for websites and local markets so your pages only use the most relevant and highly searched for keywords. Our local research perfectly relates to – and matches – your website’s products or services so you’ll always have the most relevant keyword and key phrase terms on hand that make a difference to digital campaigns. Our keyword research process starts with a client consultation where we get to know you and your website, we’ll brainstorm, review your competitors and we’ll use our skills and web tools to showcase user search frequency for each phrase. In fact, we make it our mission to uncover the most relevant opportunities to significantly improve your website visibility and your traffic, in any market globally.

On site optimisation and meta data

Using keyword research Oban targets key content areas in your site so search engines and search users instantly and easily understand what your website and your pages are all about.

We consult with our clients and our local teams to create:

– Localised page titles – we inform searchers of the title of your page which in turn influence search engines and encourage your up-rankings

– Descriptions – these influence your click through rate (CTR) and the user understanding of what a page contains

Body content optimisation

Using headings on a site to break up your body content influences how well search engines understand the topic of your webpages. That’s why we always carefully check what headings are in place and whether they are being used effectively. Our local teams will supply key recommendations here to maximise optimisation opportunities from market to market.

Technical audits

The health of your site is more important than you might think. Without a technically healthy website, content simply can’t be accessed by search engines and presented to users in the search index. This has major consequences on website visibility and site traffic.

We think technical audits are essential for expanding into new international markets, especially before any site migration, design updates or additional website roll outs.

Oban deals with multiple site and language handling on a daily basis, so sites can seamlessly operate without any potential penalties through duplicate content or website errors.

Content marketing

It’s well documented that links from trusted domains into your website helps search visibility. From anchor text linking to developing user focused content, we take it one step further into a bigger online world – and we keep it relevant. Our network of existing partners and our ability to foster great relationships with new websites mean our clients can get targeted visibility wherever they need to be.

Content creation

Talk to us about how we can create a range of localised content for websites, partner sites and for any campaign that lives online. Oban’s content increases traffic, tells the right story about your brand and product – and gets it to the right target audience. Our content creation teams can create the desire for users to be new brand advocates.

Social media optimisation (SMO)

Creating shareable content is only part of the story. Social media optimisation also ensures that a site is optimised for social sharing across its page designs too. Key to improving site visibility, our approach to SMO gives users more tools to share content more easily. That’s why every Oban Multilingual Search site uses Opengraph markup – and every page is full of rich, shareable objects. We’ll place active and passive sharing buttons that drive greater shares and ensure Google profiles, Authorship and Publisher tags are all used appropriately.

International PPC

At Oban, we centralise effective PPC strategies on localised keyphrase creation. We only use local language, ‘English’ and hybrid phrases and these are never direct translations – because we believe a local voice gets you a bigger online one.

For language-specific ad creation we work in exactly the same way – our three tiered approach starts afresh for every client to get the best localised PPC results.

Bid management

An international PPC bid management strategy is essential for the health and success of paid search campaigns. There’s no one size fits all. Running multi-market campaigns demands a tailored strategy to ensure best performance in each market. Trust us to deliver.

We’ve been running effective international digital campaigns on multiple search engines and platforms for more than 10 years.

Landing page creation and optimisation

Part of our ethos is to significantly improve site performance, conversion and ROI by creating new landing pages and optimising existing ones. We do this in multiple languages and across global markets. As each market is unique, we treat each website differently too. The insights we get from our local teams mean we’ll safeguard a consistent brand experience and maximise results.

Top Tips

Localisation

First and foremost, search engines from Google, through to Baidu in China, to Yandex in Russia, prefer localisation. In order to do well in competitive markets you need to analyse both, your local and global competition in each target market. For example, some search engines prefer that sites are hosted locally, with country-specific domain names.

Think like your target audience

Don't base keyword research solely on translations from English to a particular language - neither for PPC nor SEO. Oban recently found that there was a 'perfect' German translation of a technology term but it had only 140 searches a month on it. Oban International's German team identified an alternative term, which had over 4,000,000 searches a month.

Socialise efficiently

First and foremost, search engines from Google, through to Baidu in China, to Yandex in Russia, prefer localisation. In order to do well in competitive markets you need to analyse both, your local and global competition in each target market. For example, some search engines prefer that sites are hosted locally, with country-specific domain names.