Export companies looking to extend their international trading opportunities need to build marketing campaigns for compliance with all the strongest search engines in each country they are trading in – and that often means looking outside of Google.
That’s according to multilingual web marketing agency, WebCertain Global.
The company claims that while Google dominates the search landscape in the UK, the US and many European countries, the world’s leading search engine is only one search engine among many to consider in many of the key markets offering opportunities to international export companies.
This means that any company drawing up an international web marketing strategy needs to take a close look at where they are taking their market research from, where they should be investing their online advertising spend and – most importantly – decide on which search engines they should target their on-site optimisation.
“In Russia and China, two of the leading emerging markets, Google is important, but Yandex and Baidu are also key search engines,” said Managing Director of WebCertain Global, Andy Atkins-Kruger.
“These local search engines can often provide more value for money as there is less competition and the cpc is lower.”
He added, “The huge success that Google has had in so many countries blinds some marketers. It is vital that marketers learn how to work with local search engines, such as Baidu, Yandex and Naver in Korea, if they want success in these countries.”
Also, the growth of social media continues at a rapid pace worldwide, but social networking sites and the way they are used differ from country.
For example, Orkut is the major social network in Brazil, not Facebook and social networking is more integrated into main search in many countries, including Korea.
WebCertain advises companies planning international SEO and PPC campaigns to:
1. Research the local market – which are the most important search engines in each country you are targeting?
2. Use local keyword research tools, wherever possible
3. Localise content, never just translate it
4. Use native speakers and experts in the local market to work on your campaigns
5. Use a combined SEO and PPC strategy, incorporating Online PR and Social Media Marketing for maximum ROI.
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