Home > Store

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

Register your product to gain access to bonus material or receive a coupon.

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

eBook (Watermarked)

  • Your Price: $15.99
  • List Price: $19.99
  • Includes EPUB, MOBI, and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    MOBI MOBI The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.

    Adobe Reader PDF The popular standard, used most often with the free Adobe® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

Description

  • Copyright 2012
  • Dimensions: 6" x 9"
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-266090-3
  • ISBN-13: 978-0-13-266090-7

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

Sample Content

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

Updates

Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.

Overview


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information


To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.

Surveys

Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.

Newsletters

If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information


Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.

Security


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children


This site is not directed to children under the age of 13.

Marketing


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information


If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.

Choice/Opt-out


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information


Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents


California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure


Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.

Links


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact


Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice


We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020