Global Search Engine Marketing
Addison Wesley (Hersteller)
978-0-13-266090-7 (ISBN)
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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 Kristjan Mar 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.
KRISTJAN MAR 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. Kristjan 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
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. Kristjan Mar 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. Hauksson founded Iceland's SEO/SEM forum and organizes the annual Reykjavik Internet Marketing Conference. He is also a SEMPO board member.
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
| Reihe/Serie | Que Biz-Tech |
|---|---|
| Verlagsort | Boston |
| Sprache | englisch |
| Gewicht | 1 g |
| Themenwelt | Mathematik / Informatik ► Informatik ► Web / Internet |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 0-13-266090-3 / 0132660903 |
| ISBN-13 | 978-0-13-266090-7 / 9780132660907 |
| Zustand | Neuware |
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