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ISBN-10 0133024792ISBN-13 9780133024791
ISBN-10 078974788XISBN-13 9780789747884
Author(s): Anne Kennedy; Kristján Már Hauksson
Publisher: Que
Copyright year: © 2012 Pages: 312

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