Newsstand

September 19, 2011
Developing an International Search Marketing Strategy, Part 1 [DMA11]

If you ask the experts what they think about search engine optimization (which you’ll get a chance to do in person if you attend the upcoming DMA2011 Conference & Exhibition this October in Boston) they talk your ear off about SEO importance and the need for all companies with an online presence to employ a search marketing strategy that works. They’ll also very likely remind you that when you’re online, you’re dealing with an international audience – and that by optimizing your website for international traffic, you could see some big-time boosts in your overall visibility.

For example, it’s prudent to not consider Google as the end-all, be-all of search engines. Sure, it’s the best in the world, but people in other countries more frequently use search engines that are local to them. For this reason, in order to broaden your international appeal, you’ll have to work on a unique search marketing strategy for search engines that exist outside of the United States.

You’d also do well to remember that not all of the major social networking sites are universal. Ever try to get on Facebook from China? Probably not, but we’ll save you the airfare: residents there don’t have access to it, just as they don’t have access to Twitter. But they do have alternative social networking outlets that you can tap into.

If you want to learn more about how you can broaden your appeal to include a search marketing strategy that crosses international barriers, DMA2011 will host hundreds of vendors and dozens of labs, classes, and symposiums where you can get up to speed with the latest ideas on SEO and social media marketing. Visit www.dma11.org for a look at the scheduled events, and to register to attend.

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