What do marketers need to develop an effective online presence in other countries?
Have you ever wanted to reach customers in different countries through your SEM (define) efforts? Most of the information available on SEO (define) best practices focuses on North American clients and examples. But what about the global marketplace? As a North American Internet site is accessible anywhere in the world, it would stand to reason that Web site owners would want to have an effective online presence in other markets.
In line with this thinking, more of our clients have begun requesting SEO of non-English-language Web sites. In Canada, for example, many corporate Web sites are required to have both English and French versions of their content.
When this request arises, the question that always presents itself is: do we have access to the resources and tools we need to do a sufficient job at SEO for the (insert country here) market?
It's not that we haven't prepared our team for the reality of the global Web, it's just that there are some key challenges with international SEO:
Despite all these challenges, we can't simply say to our clients, "No, we can't do it." We have to find ways to get the job done, and done well. With that in mind, let's briefly talk about how you actually get started on an international SEO strategy or campaign. I'm not an expert in global SEO, so I'll refer to some other sources for some insight.
Fellow columnist Mike Grehan looks at the Asian marketplace in "Gearing Up for Pan-Asian Search Marketing."
Another column, "Is Your SEO Strategy Global?" by John Tawadros, discusses how to make the move to the global scale.
Finally, a source that may be helpful on the keyword research front is Search Engine Collosus, which lists search engines by country to help you get started.
Good luck with your international optimizations, and please let me know of any useful global SEO tactics or resources you've come across.
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Julie is a member of the senior strategy team at Klick Health, focused on online media and digital. Julie initially established and led the media practice at Klick for several years, relinquishing leadership to expand beyond media into additional digital tactics. She brings a wealth of experience in search marketing, digital media, and all facets of digital strategy to bear, helping Klick's clients develop innovative digital solutions. As her role has evolved, so have her contributions to ClickZ, which she has been writing for since 2007.
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