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CHF20.25
Habituellement expédié sous 2 à 4 semaines.
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
Auteur
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. Hauksson founded Iceland's SEO/SEM forum and organizes the annual Reykjavik Internet Marketing Conference. He is also a SEMPO board member.
Résumé
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.
KRISTJℑN MℑR 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
Contenu
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
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