How to Succeed in

Your International
Organic Marketing
Efforts

Helen M. Overland, Director, Search Engine Marketing

Text Goes Here non-linear creations at SES Toronto 2009
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| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 1
NLC: Executive Summary
• Founded in 1995 • Proven expertise in
Technology
• implementation
Offices in Ottawa and Toronto of
with global client Partnerships
base leading software

• 59+ full-time specialists packages, systems

integration, and
• Privately held company, profitable & stable
custom development
• Our goal: leverage the potential of internet
• Solutions Groups:
technologies to deliver business value
• Digital Marketing
• Result: extensive list of reference-able clients in
• Online Strategy
private and public sector
• ECM
• Enterprise Search
• Microsoft Stack

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997

A Few of Our Digital Marketing
Clients

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997

Getting Listed in
Country-Specific
Searches

Text Goes Here

(Optional)
| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 4
Why Target Canadian
Visitors?
Lots of opportunity
in the growing
Canadian market

Source: Statistics Canada

http://www40.statcan.gc.ca/l01/cst01/comm23-eng.htm &
http://www40.statcan.gc.ca/l01/cst01/trad15a-eng.htm

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 5

“Country Specific”
Structure Head Office www.yoursite.com

About Us
Contact Us
Our Vision
Our Big Products
Our Little Products
Our Medium Products

Canadian Office UK Office

www.yoursite.ca www.yoursite.co.uk

About Us About Us
Contact Us Contact Us
Our Vision Our Vision
Our Big Products Our Big Products
Our Little Products Our Little Products
Our Medium Products Our Medium Products

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 6

“Country Specific” Structure in
SERP
In Google.com

US/Global
Results

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 7

“Country Specific” Structure in
SERP
In Google.ca

Canadian
Results (all
results)

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 8

“Country Specific” Structure in
SERP
In Google.ca

Canadian Results
(pages from
Canada only)

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 9

“Head Office” Structure
Head Office
www.yoursite.com

About Us
Contact Us
Our Vision
Our Big Products
Our Little Products
Our Medium Products

Canadian Office UK Office

www.yoursite.com/canada www.yoursite.com/uk

Our Locations Our Locations

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 10

“Head Office” Structure in
SERP
In Google.com

US/Global
Results

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 11

“Head Office” Structure in
SERP
In Google.ca

Canadian
Results (all
results)

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 12

“Head Office” Structure in
SERP
In Google.ca

Canadian Results
(pages from
Canada only)

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 13

Be There for Your Local
Audience
• Get a country-specific (.ca) domain name
• USE the country-specific domain name
• If possible, use a web server located in the
country
• Host country-specific content on the
website
• Get links from sites in that country
• Verify locations in the Local Business
Centre*

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 14

Getting OUT of
Country-Specific
Searches

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| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 15
Why Target US Visitors?
More opportunity in the enormous US
market

Source: Statistics Canada

http://www40.statcan.gc.ca/l01/cst01/comm23-eng.htm &
http://www40.statcan.gc.ca/l01/cst01/trad15a-eng.htm

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 16

Why Target US Visitors?
More opportunity in the enormous US
market

Source: Statistics Canada

http://www40.statcan.gc.ca/l01/cst01/comm23-eng.htm &
http://www40.statcan.gc.ca/l01/cst01/trad15a-eng.htm

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 17

Canadian Companies Successful in
the US

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 18

Canadian Companies Successful in
the US

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 19

Canadian Companies Successful in
the US Results from IP
address in New
Jersey

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 20

Be There for the US Market
• Get a .com domain name
• USE the .com domain name
• If possible, use a US located web server
• Host US content on the website
• Get links from US sites
• Verify any US locations in the Local
Business Center*

*And use US-specific spelling like“center”

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997 21

Thank You!
Helen M. Overland – Director, Search Engine
Marketing
helen@nonlinear.ca
office: 416-203-2997 x 242

Follow Us on Twitter:

non-linear creations: twitter.com/nonlinear_tweet

Helen M. Overland: twitter.com/semlady

non-linear creations inc.

Toronto Office: Ottawa Office:

524 Front Street West, Suite 200 987A Wellington Street, Suite 201
Toronto, Ontario M5V 1B8 Ottawa, Ontario K1Y 2Y1
P. (416) 203-2997 F. (416) 203-3013 P. (613) 241-2067 F. (613) 241-3086
www.nonlinear.ca www.nonlinear.ca

| www.nonlinear.ca ottawa 613.241.2067 toronto 416.203.2997