Search Engine Optimization (SEO) should play an important part in your website’s local and international search campaigns, but it can take time to see results. By using Bing and Google’s PPC programs, companies can build brand awareness abroad and reach foreign customers more quickly. Here are a few tips to build your international profile.
1. Choose your market & think beyond Google
By running a few analytics reports, you should be able to determine areas across the globe where you can target potential customers via PPC campaigns. Based on your findings, take a closer look at each area and identify the best search engine to use. You can also try Google’s Global Market Finder to help determine the best markets for your company.
Google may have an 87% share of the global search engine market, but in some areas, it is not ranked first. For example, Yandex is the most popular engine in Russia while Baidu is most popular in China.
It is important to note that local search engines, while not as globally popular, may offer a cheaper way to reach foreign customers than Google or Bing. Also become familiar with the requirements to open up new search accounts, as each engine will vary.
2. Keywords are Key
If you are using English as your language of choice, be sure to do local research to find the most popular terms for each market. What works for you in the US will not necessarily work for you in other countries. Try using Google Trends to help determine the effectiveness of keywords around the world.
When translating keywords to different languages, know that the direct English translation may not always be correct. Utilizing the help of a native speaker will help you gauge the effectiveness of your keyword list.
3. Copy Consideration
Now that you know more about your target audiences, take cultural differences into consideration when creating ad copy. Ad copy should reflect the context of the culture and tone of the language while also grabbing the attention of your audience.
The Internet has brought the world to your fingertips. Take advantage of these new markets using the tools available to you already. You never know how global you can go.
Photo Credit: http://www.sxc.hu/photo/1372598