Global Search Engine Marketing : Getting Better Search Engine Results Around the World
ISBN: 9780789747884 | 078974788X
Edition: 1stFormat: Paperback
Publisher: Que
Pub. Date: 1/1/2012
Why Rent from Knetbooks?
Because Knetbooks knows college students. Our rental program is designed to save you time and money. Whether you need a textbook for a semester, quarter or even a summer session, we have an option for you. Simply select a rental period, enter your information and your book will be on its way!
Top 5 reasons to order all your textbooks from Knetbooks:
- We have the lowest prices on thousands of popular textbooks
- Free shipping both ways on ALL orders
- Most orders ship within 48 hours
- Need your book longer than expected? Extending your rental is simple
- Our customer support team is always here to help
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 communi... MORE
| Introduction | p. 1 |
| Can You Afford Not to Think Globally? | p. 3 |
| Search Engine Use Is Globalizing on a Grand Scale | p. 4 |
| Your Next Customer May Well Find You Online-from Outside the USA | p. 6 |
| Common Territory: Search Marketing Without Borders | p. 11 |
| Common Mistakes | p. 12 |
| Setting Goals and Measurements | p. 13 |
| Multilingual Keyword Research | p. 15 |
| ... MORE | p. 17 |
| Human Talent | p. 18 |
| Keyword Research Tools | p. 19 |
| Cultural Localization | p. 20 |
| Analyze Your Competition in Search Results | p. 20 |
| Tips for Multilingual Keyword Research and Competitive Analysis | p. 21 |
| Using Google Around the Globe | p. 21 |
| How to Show Google Where You Want to Be Seen | p. 22 |
| Country-Code Top-Level Domain - -ccTLD | p. 22 |
| The Language of Your Website's Content | p. 23 |
| Location Information on the Website | p. 23 |
| Inbound Links from Sites in the Country You Are Targeting | p. 23 |
| Google Places | p. 24 |
| Hosting | p. 24 |
| Geo-Location | p. 24 |
| Pay-Per-Click with Google AdWords Around the World | p. 25 |
| SEO for Organic Results in Google | p. 26 |
| Crawler-Friendly Website Architecture | p. 26 |
| Attracting Good Links | p. 27 |
| Optimizing for Universal Search Results Pages | p. 29 |
| Analytics | p. 30 |
| Tips for Global Search Marketing in Google | p. 31 |
| China, Hong Kong, and Taiwan | p. 33 |
| Profile of China Online | p. 35 |
| Search Media in China | p. 39 |
| Common Mistakes | p. 40 |
| Pay-Per-Click (PPC) Advertising | p. 41 |
| Organic Visibility | p. 42 |
| Analytics | p. 45 |
| Press Releases | p. 45 |
| Tips for Search Marketing in China | p. 46 |
| Profile of Hong Kong Online | p. 47 |
| Search Media in Hong Kong | p. 48 |
| Tips for Search Marketing in Hong Kong | p. 48 |
| Profile of Taiwan Online | p. 49 |
| Search Media in Taiwan | p. 49 |
| Tips for Search Marketing, in Taiwan | p. 50 |
| Japan | p. 51 |
| Profile of Japan Online | p. 52 |
| Search Media in Japan | p. 54 |
| Most Common Mistakes | p. 56 |
| Pay-Per-Click | p. 57 |
| Organic Search | p. 58 |
| Analytics | p. 59 |
| Public Relations | p. 60 |
| Search Marketing Tips for Japan | p. 61 |
| Russia | p. 63 |
| Profile of Russia Online | p. 64 |
| Search Media in Russia | p. 65 |
| Most Common Mistakes | p. 68 |
| Russian Language Issues | p. 69 |
| Pay-Per-Click | p. 70 |
| Organic Search | p. 72 |
| Analytics | p. 75 |
| Public Relations | p. 75 |
| Search Marketing Tips for Russia | p. 77 |
| United Kingdom | p. 79 |
| Profile of the United Kingdom Online | p. 80 |
| Search Media in the United Kingdom | p. 83 |
| Most Common Mistakes | p. 85 |
| Pay-Per-Click | p. 87 |
| Organic Search | p. 88 |
| Analytics | p. 89 |
| Online PR | p. 90 |
| Search Marketing Tips for the United Kingdom | p. 90 |
| Germany | p. 91 |
| Profile of Germany Online | p. 92 |
| Search Media in Germany | p. 94 |
| Most Common Mistakes | p. 95 |
| Pay-Per-Click | p. 96 |
| Organic Search | p. 97 |
| Analytics | p. 98 |
| Public Relations | p. 99 |
| Search Marketing Tips for Germany. | p. 100 |
| South Korea | p. 101 |
| Profile of South Korea Online | p. 102 |
| Search Media in South Korea | p. 104 |
| Most Common Mistakes | p. 108 |
| Pay-Per-Click | p. 109 |
| Organic Search | p. 110 |
| Analytics | p. 111 |
| Online PR | p. 111 |
| Tips for Search Marketing In Korea | p. 111 |
| India | p. 113 |
| Profile of India Online | p. 114 |
| Search Media in India | p. 119 |
| Common Mistakes | p. 122 |
| Pay-Per-Click | p. 122 |
| Organic Search | p. 123 |
| Analytics | p. 123 |
| Online PR | p. 123 |
| Tips for Search Marketing in India | p. 124 |
| Nordic Countries | p. 125 |
| Profile of Denmark Online | p. 127 |
| Search Media in Denmark | p. 128 |
| Profile of Finland Online | p. 129 |
| Search Media in Finland | p. 130 |
| Profile of Norway Online | p. 131 |
| Search Media in Norway | p. 132 |
| Profile of Sweden Online | p. 133 |
| Search Media in Sweden | p. 134 |
| Common Mistakes | p. 135 |
| Pay-Per-Click | p. 136 |
| Organic Search | p. 139 |
| Press Releases | p. 139 |
| Analytics | p. 140 |
| Search Marketing Tips for Scandinavia | p. 141 |
| Netherlands | p. 143 |
| Profile of the Netherlands Online | p. 144 |
| Search Media in the Netherlands | p. 146 |
| Most Common Mistakes | p. 149 |
| Pay-Per-Click | p. 149 |
| Organic Search | p. 150 |
| Analytics | p. 151 |
| Online Public Relations | p. 152 |
| Search Marketing Tips for the Netherlands | p. 152 |
| France | p. 153 |
| Profile of France Online | p. 154 |
| Search Media in France | p. 155 |
| Most Common Mistakes | p. 156 |
| Pay-Per-Click | p. 156 |
| Organic Search | p. 157 |
| Analytics | p. 158 |
| Online Public Relations | p. 159 |
| Search Marketing Tips for France | p. 159 |
| Spain | p. 161 |
| Profile of Spain Online | p. 162 |
| Search Media in Spain | p. 165 |
| Most Common Mistakes | p. 166 |
| Pay-Per-Click | p. 168 |
| Organic Search | p. 169 |
| Analytics | p. 172 |
| Online Public Relations | p. 172 |
| Search Marketing Tips for Spain | p. 172 |
| Italy | p. 173 |
| Profile of Italy Online | p. 174 |
| Search Media in Italy | p. 176 |
| Most Common Mistakes | p. 177 |
| Pay-Per-Click | p. 179 |
| Organic Search | p. 179 |
| Analytics | p. 182 |
| Online PR | p. 183 |
| Search Marketing Tips for Italy | p. 185 |
| Canada | p. 187 |
| Profile of Canada Online | p. 189 |
| Search Media in Canada | p. 192 |
| Common Mistakes | p. 193 |
| Pay-Per-Click | p. 195 |
| Organic Search | p. 195 |
| Public Relations | p. 196 |
| Analytics | p. 197 |
| Search Marketing Tips for Canada | p. 197 |
| Brazil | p. 199 |
| Profile of Brazil Online | p. 200 |
| Search Media in Brazil | p. 202 |
| Most Common Mistakes | p. 203 |
| Pay-Per-Click | p. 204 |
| Organic Search | p. 205 |
| Analytics | p. 206 |
| Online Public Relations | p. 206 |
| Search Marketing Tips for Brazil | p. 207 |
| South America: Spanish-Speaking Markets | p. 209 |
| Profile of Spanish-Speaking Latin America Online | p. 210 |
| Search Media in Latin America | p. 212 |
| Most Common Mistakes | p. 213 |
| Profile of Argentina Online | p. 214 |
| Search Media in Argentina | p. 216 |
| Profile of Colombia Online | p. 218 |
| Search Media in Colombia | p. 219 |
| Profile of Venezuela Online | p. 221 |
| Search Media in Venezuela | p. 222 |
| Profile of Chile Online | p. 223 |
| Search Media in Chile | p. 223 |
| Profile of Peru Online | p. 225 |
| Search Media in Peru | p. 225 |
| Pay-Per-Click (PPC) Advertising in Latin America | p. 227 |
| Organic Search | p. 227 |
| Analytics | p. 229 |
| Online PR | p. 229 |
| Search Marketing Tips for Latin America | p. 230 |
| Mexico | p. 231 |
| Profile of Mexico Online | p. 232 |
| Search Media in Mexico | p. 234 |
| Most Common Mistakes | p. 236 |
| Pay-Per-Click | p. 236 |
| Organic Search | p. 237 |
| Analytics | p. 238 |
| Online Public Relations | p. 239 |
| Tips for Search Marketing in Mexico | p. 240 |
| Singapore | p. 241 |
| Profile of Singapore Online | p. 242 |
| Search Media in Singapore | p. 245 |
| Most Common Mistakes | p. 247 |
| Pay-Per-Click | p. 247 |
| Organic Search | p. 248 |
| Online PR | p. 248 |
| Web Analytics | p. 248 |
| Tips for Search Engine Marketing in Singapore | p. 249 |
| Middle Eastern and North African Countries | p. 251 |
| Profile of MENA Online | p. 252 |
| Search Marketing Media in the Middle East and North Africa | p. 256 |
| Most Common Mistakes | p. 261 |
| Pay-Per-Click | p. 262 |
| Organic Search | p. 264 |
| Analytics | p. 265 |
| Online PR | p. 265 |
| Search Marketing Tips in MENA. | p. 266 |
| Appendixes | |
| SEO/SEM Resources | p. 267 |
| Google Countries and Domains | p. 275 |
| Index | p. 285 |
| Online Appendix | |
| Internet and Search Engine Usage By Country | |
| Table of Contents provided by Ingram. All Rights Reserved. |
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 rectorsforHelium.com, acquired by publishing giant R.R. Donnelly in 2011. Kristjn Mr Hauksson has developed search marketing solutions since 1999. Hauksson' company, Nordic eMarketing, specializes in multilingual online communications, organic SEO, and search marketing in vertical such as tourism, finance, government, and pharmaceuticals. Kristjn founded Iceland's SEO/SEM forum, is on the board of SEMPO, and organizes the annual Reykjavik Internet Marketing Conference.
Please wait while this item is added to your cart...
