Global Search Engine Marketing: Fine-Tuning Your International Search Engine Results (Que Biz-Tech)

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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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