Global Search Engine Marketing: Fine-Tuning Your International Search Engine Results
by Anne F. Kennedy, Kristjan Mar Hauksson

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

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Publisher: Que Publishing
Page Count (est.): 297
ISBN10: 078974788X
ISBN13: 9780789747884
Cover: Paperback
Pub Date: 3/2/2012