There is a new global search engine marketing book out by Anne F. Kennedy and Kristian Mar Hauksson named GLOBAL SEARCH ENGINE MARKETING. This is an excellent book for anyone who wants to target multiple countries with their domain and brand.
The world has gotten smaller thanks to social media and search engine optimization.
Here is the book review by Search Engine Watch.
Search Engine Marketing Book Review
For example, in Chapter 8 it is mentioned that in South Korea it is normal to see 30-40 search results from a typical search (in most search engines). Also, separating paid and organic results (an issue for the United States) isn’t as important to Koreans.
The idea of what is acceptable and good Internet practice seems to vary quite a bit from country to country, which encourages us to re-examine out assumptions and marketing strategies as we roll them out internationally.
Kennedy and Mar Hauksson point out that using the same marketing strategies in other countries that you use in your own land will negatively impact your marketing abroad; and, you may not even be able to use the same analytics. For example, due to privacy and political issues some regions like China, Google’s own hosted servers have been moved out of the country, leading to slower and more inaccurate results (Chapter 3, page 45) which may impact marketing efforts there; Baidu statistics are recommended as an alternative.
The information about each country was invaluable, especially in what works for the Internet population of a specific region, and what doesn’t. “Global Search Engine Marketing” is strong with its technical and cultural coverage of major regions and languages, and even if the idea of the book is larger than the content they had to fit into each chapter, the authors provided an invaluable service not just to the veteran search marketers, but to the social analytics professionals, who also seek to understand the world and its various voices.
Read the rest of the search engine marketing book review at Search Engine Watch. The good thing about a .com domain is that you can target multiple countries no problem. You can also tell Google in your webmasters account which countries you want to target.
