International SEO For A Large Multinational Brand
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
25 min
3 speakers
3 chapters
transcribed 29 days ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the focus of the Voices of Search episode on international SEO?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.
Hey, what's going on? My name's Tyson from Previsible.io. And joining me today is Mark Downing, who is the SEO Innovation Manager at Dell Technologies. With a focus on innovation and technology, Dell specializes in providing a wide range of products and services, including computers, software, and IT solutions. Today, Mark and I are going to be discussing international SEO for a large multinational brand. And with that, But here's my conversation with Mark Downing, SEO Innovation Manager at Dell Technologies. Mark, welcome to the podcast. Yeah, I'm very happy to be here. So we were chatting a little bit before we got recording, and maybe to start us off, like I think Your experience and your background is kind of unique and I think something that'll be interesting in this conversation around multinational brands.
So maybe to start off, if you could kind of just give the listeners a little bit of what your experience has been working on multinational SEO.
Sure. So I uh managed to find a job in China back in two thousand and six and I was doing sort of localization of content for a while and then I ended up uh with corporate restructuring and such ended up being put over design. I didn't know anything about that. So I n learned everything from the ground up. But I was doing it for Asia Pacific. So that's Japan, Korea China, then India, Australia, New Zealand, Singapore, Vietnam. So it was a very interesting experience just to learn everything. And back then SEO was sort of hard harder, perhaps, in the sense that there were tricks. You weren't supposed to do the tricks. And uh also our website was horrible. Like m many websites, large sites, the URL structures were horrible.
Our content wasn't was too fat, too much text and not much content itself. I mean too much, you know, code and just slow. So it was a big change. Challenge and lots to do though, lots of things to fix. It's just about a prioritization, prioritizing what to fix and to um get stuff done. I would imagine, yeah, going to conferences and such, what we were doing was essentially all other large companies seemed to have the same types of problems too. So it was just nice to know that we weren't unique and yeah, uh it was just uh but back then there was rich data. You could actually see keyword referrals and all that stuff from the search engines so that you could actually get instant feedback of how Well um you were doing it if you get any more
traffic for certain types of keywords for having. So it was a there were some pluses and negatives for what I saw back in the day. And I guess one reason why I thought I would I put up my hand and say I c might be I could speak on your podcast was about how I I could see what happened in China ten years ago, well more than ten years ago on Baidu is sort of what I'm seeing on Google right now. So I sort of saw a lot of people, especially North America in the US, think that, you know, maybe China's a laggard.
How did Mark Downing get started with multinational SEO and what markets did he initially target?
Perhaps they just copy from the West and they innovate. But I think there's copying that that has happened, of course, but there's also a lot of uh mutations and some stuff starts there first, like these super apps like WeChat that Elon Musk is trying to come out with. So I could just see that what was happening on Baidu back then I could barely get anything I couldn't I'd make changes, we wouldn't rank any better. Uh there was all this clutter on the search results pages.
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Chapters
3 chapters
1
What is the focus of the Voices of Search episode on international SEO?
0:00–3:16
2
How did Mark Downing get started with multinational SEO and what markets did he initially target?
3:16–15:50
3
What lessons did Mark learn from early SEO work in China and how did Baidu’s SERP features differ from Google’s?
15:50–25:03