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

By Anne F. Kennedy, Kristjan Mar Hauksson

Published by Que

Published Date: Mar 7, 2012

Description

Global Search Engine Optimization: Fine-Tuning Your International Search Engine Results by Anne F. Kennedy and Kristján Már Hauksson is a SEMPO (Search Engine Marketing Professionals Organization) recommended read. 

 

Use search to reach all your best customers—worldwide!

Don’t settle for U.S.-only, English-only search marketing: master global search marketing, and reach
all your most profitable customers and prospects—wherever they are!

 

Leading global search experts Anne Kennedy and Kristján Már Hauksson identify all the challenges associated with global search marketing, and offer proven solutions for every key issue, from culture and communication to technology and law. Discover surprising local differences in how people search, craft online marketing campaigns that reflect local cultures, and learn how to profit from tools and social platforms most North American marketers have never even heard of!

 

ANNE F. KENNEDY, founder and managing partner of Beyond Ink, provides search engine marketing to companies worldwide.  After providing search engine consulting to hundreds of companies—including Hearst Newspapers, Philips Lifeline, and Dunkin’ Donuts—and launching dotcoms Zillow and Avvo online, she formed an international online marketing consortium with Nordic eMarketing in Reykjavik, London, Stockholm, Rome, and Beijing. Anne was a founding member of the board of directors for Helium.com, acquired by publishing giant R.R. Donnelly in 2011.

 

KRISTJÁN MÁR HAUKSSON has developed search marketing solutions since 1999. Hauksson’s company, Nordic eMarketing, specializes in multilingual online communications, organic SEO, and search marketing in verticals such as tourism, finance, government, and pharmaceuticals. Kristján founded Iceland’s SEO/SEM forum, is on the board of SEMPO, and organizes the annual Reykjavik Internet Marketing Conference.

 

You’ll Learn How To:

•   Build cost-effective campaigns that leverage commonalities in global search markets

•   Choose the right search media for each market—including markets Google doesn’t dominate

•   Achieve higher rankings in search engines around the world

•   Organize effective global pay-per-click campaigns

•   Search-optimize online PR and other content

•   Craft mobile sites and apps for international audiences

•   Use web analytics to track KPIs in multilingual/multicultural campaigns

•   Find the best non-U.S. information resources for better search marketing

•   Prepare for the future of global search

 

INCLUDES SPECIFIC SOLUTIONS & RECOMMENDATIONS FOR:

•   Brazil

•   China, Hong Kong, Taiwan

•   France

•   Germany

•   India

•   Italy

•   Japan

•   Mexico

•   Middle East

•   North Africa

•   French-speaking Canada

•   Russia

•   Nordic countries

•   Singapore

•   South Korea

•   Spain

•   Spanish-speaking South America

•   The Netherlands

•   United Kingdom

 

Table of Contents

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

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ISBN-10: 0-13-266090-3

ISBN-13: 978-0-13-266090-7

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