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Newsstand
September 20, 2011
Developing an International Search Marketing Strategy, Part 2
[DMA11]
Website optimization for search engines in other countries is critical to increasing awareness about your brand. As you’ve no doubt already read, internet users in many foreign countries lean heavily in favor of local search engines, rendering the SEO methods that you’ve put into place to rank high according to Google’s uniquely quirky algorithms (which Bing will surely follow) ineffective. Short of taking search engine optimization classes to change this, what techniques can you start implementing now to get a jump on this unique challenge?
- Put some thought into keywords. You don’t want to just directly translate keywords from English to another language, because doing so may cause them to lose their relevancy. An understanding of the language of the people that you’re targeting is critical.
- Learn the culture, or at very least familiarize yourself with customs and traditions so that you can take advantage of time sensitive events like special holidays that may not be celebrated here.
- Redesign your landing page to make it easy for people of any language to understand. This means that whenever possible, you should use universal symbols in place of words.
To dig deeper into how to best market your company brand in another country, consider taking higher level search engine optimization classes that teach beyond mere SEO basics. Marketing yourself abroad is complex and may take quite a while to master. In the meantime, continue to educate yourself as often as possible through classes and by attending events such as the upcoming DMA2011 Conference & Exhibition. DMA2011 will feature numerous opportunities to take workshops on all aspects of digital marketing, and will be attended by hundreds of international service vendors that could help you in your plan to extend your social media footprint overseas. Visit www.dma11.org for more information on planned events and to register for attendance.
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