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Global Search Engine Marketing (Que Biz-Tech)

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Notă GoodReads:
en Limba Engleză Carte Paperback – April 2012
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
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Specificații

ISBN-13: 9780789747884
ISBN-10: 078974788X
Pagini: 297
Ilustrații: Illustrations
Dimensiuni: 150 x 226 x 20 mm
Greutate: 0.43 kg
Editura: Que
Seria Que Biz-Tech


Notă biografică

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. Kristjan Mar 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.

Cuprins

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 Google Places ...24 Hosting ...24 Geo-Location ...24 Pay-Per-Click with Google AdWords Around the World ...25 SEO for Organic Results in Google ...26 Crawler-Friendly Website Architecture ...26 Attracting Good Links ...27 Optimizing for Universal Search Results Pages ...29 Analytics ...30 Tips for Global Search Marketing in Google ...31 3 China, Hong Kong, and Taiwan 33 Profile of China Online ...35 Search Media in China ...39 Common Mistakes ...40 Pay-Per-Click (PPC) Advertising ...41 Organic Visibility ...42 Analytics ...45 Press Releases ...45 Tips for Search Marketing in China ...46 Profile of Hong Kong Online ...47 Search Media in Hong Kong ...48 Tips for Search Marketing in Hong Kong...48 Profile of Taiwan Online ...49 Search Media in Taiwan ...49 Tips for Search Marketing in Taiwan ...50 4 Japan 51 Profile of Japan Online ...52 Search Media in Japan ...54 Most Common Mistakes ...56 Pay-Per-Click ...57 Organic Search ...58 Analytics ...59 Public Relations ...60 Search Marketing Tips for Japan ...61 5 Russia 63 Profile of Russia Online ...64 Search Media in Russia ...65 Most Common Mistakes ...68 Russian Language Issues ...69 Pay-Per-Click ...70 Organic Search ...72 Analytics ...75 Public Relations ...75 Search Marketing Tips for Russia ...77 6 United Kingdom 79 Profile of the United Kingdom Online ...80 Search Media in the United Kingdom ...83 Most Common Mistakes ...85 Pay-Per-Click ...87 Organic Search ...88 Analytics ...89 Online PR ...90 Search Marketing Tips for the United Kingdom...90 7 Germany 91 Profile of Germany Online ...92 Search Media in Germany ...94 Most Common Mistakes ...95 Pay-Per-Click ...96 Organic Search ...97 Analytics ...98 Public Relations ...99 Search Marketing Tips for Germany... 100 8 South Korea 101 Profile of South Korea Online ... 102 Search Media in South Korea ... 104 Most Common Mistakes ... 108 Pay-Per-Click ... 109 Organic Search ... 110 Analytics ... 111 Online PR ... 111 Tips for Search Marketing In Korea ... 111 9 India 113 Profile of India Online ... 114 Search Media in India ... 119 Common Mistakes... 122 Pay-Per-Click ... 122 Organic Search ... 123 Analytics ... 123 Online PR ... 123 Tips for Search Marketing in India ... 124 10 Nordic Countries 125 Profile of Denmark Online ... 127 Search Media in Denmark ... 128 Profile of Finland Online ... 129 Search Media in Finland... 130 Profile of Norway Online ... 131 Search Media in Norway ... 132 Profile of Sweden Online ... 133 Search Media in Sweden ... 134 Common Mistakes... 135 Pay-Per-Click ... 136 Organic Search ... 139 Press Releases ... 139 Analytics ... 140 Search Marketing Tips for Scandinavia... 141 11 Netherlands 143 Profile of the Netherlands Online ... 144 Search Media in the Netherlands ... 146 Most Common Mistakes ... 149 Pay-Per-Click ... 149 Organic Search ... 150 Analytics ... 151 Online Public Relations ... 152 Search Marketing Tips for the Netherlands ... 152 12 France 153 Profile of France Online ... 154 Search Media in France ... 155 Most Common Mistakes ... 156 Pay-Per-Click ... 156 Organic Search ... 157 Analytics ... 158 Online Public Relations ... 159 Search Marketing Tips for France ... 159 13 Spain 161 Profile of Spain Online... 162 Search Media in Spain ... 165 Most Common Mistakes ... 166 Pay-Per-Click ... 168 Organic Search ... 169 Analytics ... 172 Online Public Relations ... 172 Search Marketing Tips for Spain ... 172 14 Italy 173 Profile of Italy Online ... 174 Search Media in Italy ... 176 Most Common Mistakes ... 177 Pay-Per-Click ... 179 Organic Search ... 179 Analytics ... 182 Online PR ... 183 Search Marketing Tips for Italy ... 185 15 Canada 187 Profile of Canada Online ... 189 Search Media in Canada ... 192 Common Mistakes... 193 Pay-Per-Click ... 195 Organic Search ... 195 Public Relations ... 196 Analytics ... 197 Search Marketing Tips for Canada... 197 16 Brazil 199 Profile of Brazil Online ... 200 Search Media in Brazil ... 202 Most Common Mistakes ... 203 Pay-Per-Click ... 204 Organic Search ... 205 Analytics ... 206 Online Public Relations ... 206 Search Marketing Tips for Brazil ... 207 17 South America: Spanish-Speaking Markets 209 Profile of Spanish-Speaking Latin America Online ... 210 Search Media in Latin America ... 212 Most Common Mistakes ... 213 Profile of Argentina Online ... 214 Search Media in Argentina ... 216 Profile of Colombia Online ... 218 Search Media in Colombia ... 219 Profile of Venezuela Online ... 221 Search Media in Venezuela ... 222 Profile of Chile Online ... 223 Search Media in Chile ... 223 Profile of Peru Online... 225 Search Media in Peru ... 225 Pay-Per-Click (PPC) Advertising in Latin America ... 227 Organic Search ... 227 Analytics ... 229 Online PR ... 229 Search Marketing Tips for Latin America ... 230 18 Mexico 231 Profile of Mexico Online ... 232 Search Media in Mexico ... 234 Most Common Mistakes ... 236 Pay-Per-Click ... 236 Organic Search ... 237 Analytics ... 238 Online Public Relations ... 239 Tips for Search Marketing in Mexico ... 240 19 Singapore 241 Profile of Singapore Online... 242 Search Media in Singapore ... 245 Most Common Mistakes ... 247 Pay-Per-Click ... 247 Organic Search ... 248 Online PR ... 248 Web Analytics... 248 Tips for Search Engine Marketing in Singapore ... 249 20 Middle Eastern and North African Countries 251 Profile of MENA Online ... 252 Search Marketing Media in the Middle East and North Africa ... 256 Most Common Mistakes ... 261 Pay-Per-Click ... 262 Organic Search ... 264 Analytics ... 265 Online PR ... 265 Search Marketing Tips in MENA... 266 Appendixes A SEO/SEM Resources 267 B Google Countries and Domains 275 Index 285 Online Appendix C Internet and Search Engine Usage By Country