Global Search Engine Marketing: Fine-Tuning Your International Search Engine Results

This is the Safari online edition of the printed book.

For companies that operate internationally, English-only, U.S.-centric search programs leave far too many customers behind. Marketing through search engines to non-English-speaking customers outside North America has become essential, but it presents complex and unfamiliar challenges. Now, for the first time, there's a complete and practical guide to succeeding with global search marketing. In Global Search Engine Marketing, two leading experts bring together proven solutions to all the issues marketers will encounter - from culture and communication to technology and law. The authors cover all this, and much more: " Understanding key cultural and behavioral differences, including the surprising local differences in how people search " Crafting online marketing campaigns that reflect local cultures " Selecting the right search media in each market - including markets where Google doesn't dominate " Achieving higher rankings in search engines around the world " Organizing effective global pay-per-click search marketing campaigns " Optimizing online press releases and other content for global search media " Leveraging non-U.S. social media tools and platforms " Optimizing mobile sites and apps for worldwide audiences " Using web analytics to track key performance indicators (KPIs) in multilingual/multicultural campaigns - even if you don't speak the language

Introduction 1

 

1 Can You Afford Not to Think Globally? 3

Search Engine Use Is Globalizing on a Grand Scale .......................4

Your Next Customer May Well Find You Online—from Outside the USA ..................6

 

2 Common Territory: Search Marketing Without Borders 11

Common Mistakes.............................................................................................12

Setting Goals and Measurements .............................................................13

Multilingual Keyword Research ................................................................15

Language Coverage: Universal Versus Local Penetration ........17

Human Talent ......................................................................................................18

Keyword Research Tools ...............................................................................19

Cultural Localization ........................................................................................20

Analyze Your Competition in Search Results ..................................20

Tips for Multilingual Keyword Research and Competitive Analysis .................21

Using Google Around the Globe ..............................................................21

How to Show Google Where You Want to Be Seen ....................22

    Country-Code Top-Level Domain —ccTLD ............................22

    The Language of Your Website’s Content ..................................23

    Location Information on the Website ...........................................23

    Inbound Links from Sites in the Country

    You Are Targeting ...............................................................................23

    Google Places .................................................................................................24

    Hosting ..............................................................................................................24

    Geo-Location .................................................................................................24

Pay-Per-Click with Google AdWords Around the World .......25

SEO for Organic Results in Google .........................................................26

    Crawler-Friendly Website Architecture .......................................26

    Attracting Good Links .............................................................................27

    Optimizing for Universal Search Results Pages .......................29

Analytics ...................................................................................................................30

Tips for Global Search Marketing in Google ....................................31

 

3 China, Hong Kong, and Taiwan 33

Profile of China Online ..................................................................................35

    Search Media in China ............................................................................39

    Common Mistakes .....................................................................................40

    Pay-Per-Click (PPC) Advertising .....................................................41

    Organic Visibility ........................................................................................42

    Analytics ...........................................................................................................45

    Press Releases ................................................................................................45

    Tips for Search Marketing in China ...............................................46

Profile of Hong Kong Online .....................................................................47

    Search Media in Hong Kong ...............................................................48

    Tips for Search Marketing in Hong Kong...................................48

Profile of Taiwan Online ...............................................................................49

    Search Media in Taiwan .........................................................................49

    Tips for Search Marketing in Taiwan ............................................50

 

4 Japan 51

Profile of Japan Online ...................................................................................52

Search Media in Japan .....................................................................................54

Most Common Mistakes ...............................................................................56

Pay-Per-Click ........................................................................................................57

Organic Search .....................................................................................................58

Analytics ...................................................................................................................59

Public Relations ...................................................................................................60

Search Marketing Tips for Japan ..............................................................61

 

5 Russia 63

Profile of Russia Online ..................................................................................64

Search Media in Russia ...................................................................................65

Most Common Mistakes ...............................................................................68

Russian Language Issues ................................................................................69

Pay-Per-Click ........................................................................................................70

Organic Search .....................................................................................................72

Analytics ...................................................................................................................75

Public Relations ...................................................................................................75

Search Marketing Tips for Russia ............................................................77

 

6 United Kingdom 79

Profile of the United Kingdom Online .................................................80

Search Media in the United Kingdom ..................................................83

Most Common Mistakes ...............................................................................85

Pay-Per-Click ........................................................................................................87

Organic Search .....................................................................................................88

Analytics ...................................................................................................................89

Online PR ................................................................................................................90

Search Marketing Tips for the United Kingdom............................90

 

7 Germany 91

Profile of Germany Online ...........................................................................92

Search Media in Germany ............................................................................94

Most Common Mistakes ...............................................................................95

Pay-Per-Click ........................................................................................................96

Organic Search .....................................................................................................97

Analytics ...................................................................................................................98

Public Relations ...................................................................................................99

Search Marketing Tips for Germany................................................... 100

 

8 South Korea 101

Profile of South Korea Online ................................................................. 102

Search Media in South Korea .................................................................. 104

Most Common Mistakes ............................................................................ 108

Pay-Per-Click ..................................................................................................... 109

Organic Search .................................................................................................. 110

Analytics ................................................................................................................ 111

Online PR ............................................................................................................. 111

Tips for Search Marketing In Korea .................................................... 111

 

9 India 113

Profile of India Online ................................................................................. 114

Search Media in India ................................................................................... 119

Common Mistakes.......................................................................................... 122

Pay-Per-Click ..................................................................................................... 122

Organic Search .................................................................................................. 123

Analytics ................................................................................................................ 123

Online PR ............................................................................................................. 123

Tips for Search Marketing in India ...................................................... 124

 

10 Nordic Countries 125

Profile of Denmark Online ........................................................................ 127

    Search Media in Denmark ................................................................. 128

Profile of Finland Online ............................................................................ 129

    Search Media in Finland...................................................................... 130

Profile of Norway Online ........................................................................... 131

    Search Media in Norway ..................................................................... 132

Profile of Sweden Online ............................................................................ 133

    Search Media in Sweden ...................................................................... 134

Common Mistakes.......................................................................................... 135

Pay-Per-Click ..................................................................................................... 136

Organic Search .................................................................................................. 139

Press Releases ..................................................................................................... 139

Analytics ................................................................................................................ 140

Search Marketing Tips for Scandinavia............................................. 141

 

11 Netherlands 143

Profile of the Netherlands Online ......................................................... 144

Search Media in the Netherlands .......................................................... 146

Most Common Mistakes ............................................................................ 149

Pay-Per-Click ..................................................................................................... 149

Organic Search .................................................................................................. 150

Analytics ................................................................................................................ 151

Online Public Relations ............................................................................... 152

Search Marketing Tips for the Netherlands ................................... 152

 

12 France 153

Profile of France Online .............................................................................. 154

Search Media in France ............................................................................... 155

Most Common Mistakes ............................................................................ 156

Pay-Per-Click ..................................................................................................... 156

Organic Search .................................................................................................. 157

Analytics ................................................................................................................ 158

Online Public Relations ............................................................................... 159

Search Marketing Tips for France ........................................................ 159

 

13 Spain 161

Profile of Spain Online................................................................................. 162

Search Media in Spain .................................................................................. 165

Most Common Mistakes ............................................................................ 166

Pay-Per-Click ..................................................................................................... 168

Organic Search .................................................................................................. 169

Analytics ................................................................................................................ 172

Online Public Relations ............................................................................... 172

Search Marketing Tips for Spain ........................................................... 172

 

14 Italy 173

Profile of Italy Online ................................................................................... 174

Search Media in Italy .................................................................................... 176

Most Common Mistakes ............................................................................ 177

Pay-Per-Click ..................................................................................................... 179

Organic Search .................................................................................................. 179

Analytics ................................................................................................................ 182

Online PR ............................................................................................................. 183

Search Marketing Tips for Italy .............................................................. 185

 

15 Canada 187

Profile of Canada Online ............................................................................ 189

Search Media in Canada ............................................................................. 192

Common Mistakes.......................................................................................... 193

Pay-Per-Click ..................................................................................................... 195

Organic Search .................................................................................................. 195

Public Relations ................................................................................................ 196

Analytics ................................................................................................................ 197

Search Marketing Tips for Canada....................................................... 197

 

16 Brazil 199

Profile of Brazil Online ................................................................................ 200

Search Media in Brazil ................................................................................. 202

Most Common Mistakes ............................................................................ 203

Pay-Per-Click ..................................................................................................... 204

Organic Search .................................................................................................. 205

Analytics ................................................................................................................ 206

Online Public Relations ............................................................................... 206

Search Marketing Tips for Brazil ........................................................... 207

 

17 South America: Spanish-Speaking Markets 209

Profile of Spanish-Speaking Latin America Online ................... 210

Search Media in Latin America .............................................................. 212

Most Common Mistakes ............................................................................ 213

Profile of Argentina Online ...................................................................... 214

    Search Media in Argentina ................................................................ 216

Profile of Colombia Online ....................................................................... 218

    Search Media in Colombia ................................................................. 219

Profile of Venezuela Online ...................................................................... 221

    Search Media in Venezuela ................................................................ 222

Profile of Chile Online ................................................................................. 223

    Search Media in Chile ........................................................................... 223

Profile of Peru Online................................................................................... 225

    Search Media in Peru ............................................................................ 225

Pay-Per-Click (PPC) Advertising in Latin America .................. 227

Organic Search .................................................................................................. 227

Analytics ................................................................................................................ 229

Online PR ............................................................................................................. 229

Search Marketing Tips for Latin America ....................................... 230

 

18 Mexico 231

Profile of Mexico Online ............................................................................ 232

Search Media in Mexico .............................................................................. 234

Most Common Mistakes ............................................................................ 236

Pay-Per-Click ..................................................................................................... 236

Organic Search .................................................................................................. 237

Analytics ................................................................................................................ 238

Online Public Relations ............................................................................... 239

Tips for Search Marketing in Mexico ................................................. 240

 

19 Singapore 241

Profile of Singapore Online....................................................................... 242

Search Media in Singapore ........................................................................ 245

Most Common Mistakes ............................................................................ 247

Pay-Per-Click ..................................................................................................... 247

Organic Search .................................................................................................. 248

Online PR ............................................................................................................. 248

Web Analytics.................................................................................................... 248

Tips for Search Engine Marketing in Singapore .......................... 249

 

20 Middle Eastern and North African Countries 251

Profile of MENA Online ............................................................................. 252

Search Marketing Media in the Middle East and North Africa .................... 256

Most Common Mistakes ............................................................................ 261

Pay-Per-Click .................................................................................................... 262

Organic Search .................................................................................................. 264

Analytics ................................................................................................................ 265

Online PR ............................................................................................................. 265

Search Marketing Tips in MENA.......................................................... 266

 

Appendixes

A SEO/SEM Resources 267

B Google Countries and Domains 275

 

Index 285

 

Online Appendix

C Internet and Search Engine Usage By Country