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Global Search Engine Marketing: Fine-Tuning Your International Search Engine Results [Paperback]

Anne F. Kennedy , Kristjan Mar Hauksson

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Book Description

March 2 2012 Que Biz-Tech

Global Search Engine Optimization: Fine-Tuning Your International Search Engine Results by Anne F. Kennedy and Kristján Már Hauksson is a SEMPO (Search Engine Marketing Professionals Organization) recommended read. 

 

Use search to reach all your best customers—worldwide!

Don’t settle for U.S.-only, English-only search marketing: master global search marketing, and reach
all your most profitable customers and prospects—wherever they are!

 

Leading global search experts Anne Kennedy and Kristján Már Hauksson identify all the challenges associated with global search marketing, and offer proven solutions for every key issue, from culture and communication to technology and law. Discover surprising local differences in how people search, craft online marketing campaigns that reflect local cultures, and learn how to profit from tools and social platforms most North American marketers have never even heard of!

 

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.

 

KRISTJÁN MÁR 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. Kristján founded Iceland’s SEO/SEM forum, is on the board of SEMPO, and organizes the annual Reykjavik Internet Marketing Conference.

 

You’ll Learn How To:

•   Build cost-effective campaigns that leverage commonalities in global search markets

•   Choose the right search media for each market—including markets Google doesn’t dominate

•   Achieve higher rankings in search engines around the world

•   Organize effective global pay-per-click campaigns

•   Search-optimize online PR and other content

•   Craft mobile sites and apps for international audiences

•   Use web analytics to track KPIs in multilingual/multicultural campaigns

•   Find the best non-U.S. information resources for better search marketing

•   Prepare for the future of global search

 

INCLUDES SPECIFIC SOLUTIONS & RECOMMENDATIONS FOR:

•   Brazil

•   China, Hong Kong, Taiwan

•   France

•   Germany

•   India

•   Italy

•   Japan

•   Mexico

•   Middle East

•   North Africa

•   French-speaking Canada

•   Russia

•   Nordic countries

•   Singapore

•   South Korea

•   Spain

•   Spanish-speaking South America

•   The Netherlands

•   United Kingdom

 


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Product Description

About the Author

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.

 

Kristján Már 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.


Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Amazon.com: 4.8 out of 5 stars  6 reviews
4 of 4 people found the following review helpful
5.0 out of 5 stars Must-have book for natural and paid search marketers who work on international search campaigns April 5 2012
By R. Garner - Published on Amazon.com
Format:Paperback|Verified Purchase
This is an excellent book, and a must have for the search marketer or Internet marketer who deals in global search campaigns. It is somewhat surprising to me that something like this hasn't come along until now. Overall, it is a book you will want to keep handy, and in arm's reach for knowing and referring to the nuances of global search engine marketing.

I particularly like the way that each country has a synopsis and report of the details that are very important to your target audiences in these areas, and could make the difference between capturing a customer, or not.

Global search is a core competency of the search agency I work for (we have offices in 12 countries and 4 continents, and work on SEO and PPC with many international enterprises) and this book is helpful in filling in even the smallest details for increasing performance of international campaigns.

I ordered a stack of copies of this book for our teams.
2 of 2 people found the following review helpful
5.0 out of 5 stars All-in-one handbook for international search marketing and then some more... April 18 2012
By Russell - Published on Amazon.com
Format:Paperback
It is strange that it has taken such a long time for a book like this to be written and published; sometimes the most obvious things are overlooked. But nevermind, here it is finally and let me say, it has been worth the wait!

In my opinion though, I think that this book is incorrectly named as it covers a range of areas in addition to global search.

When it comes to judging the book, I have very little to add to what Rob Garner said; however, I would like to emphasise that this book is an excellent read and is a must have for any marketer working in today's environment. For my company and I, we have used the book to inform clients wanting to go global about the dilemmas that we face when marketing to territories outside of our own.

I highly recommend this book! Appreciate all the work and effort that went into it as I understand the complexity of these markets.
4.0 out of 5 stars Great perspective... Dec 30 2013
By gravityax - Published on Amazon.com
Format:Paperback|Verified Purchase
This book looks and sounds boring at first; however, it is actually pretty interesting to think about how the internet is being digested around the globe. If you bother to crack it open, you'll find that each country has a certain flavor of internet that they enjoy, and, many times, it is quite different from the American version. If you are particularly interested in global search engine marketing, then this is not a bad place to start looking, though I will say that the statistics in this book are slightly outdated, and there are many free sources online that can give you an insight as well. That being said, this helps you grasp the full picture of what information you should be searching for online, and sometimes that alone is worth every cent invested in a resource.

Overall: Wonderful world-wide picture of something many people put a mental boundary on. The global economy is coming, and in some ways is already here. This book helps you gain the insight to prepare for the inevitable shifts that will start to occur online.
5.0 out of 5 stars Handy and useful book for international marketers May 9 2012
By keitoy - Published on Amazon.com
Format:Paperback
The book teaches you the basics and warns you of the most common mistakes in international search engine optimizing and advertising. The most useful content is however the country specific synopsis, where each region is summarized with its local diversities. I picked up quite a few interesting tips in markets I thought I knew well. My only request is to publish a free online version of the book where the authors can update new insights and allow user interactions. The content deserves maintenance.
5.0 out of 5 stars Very informative! April 27 2012
By Logan T. Lenz - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
Great book with a lot of good information. I will definitely be using some of these insights in the real world as the WORLD wide web continues to expand globally.

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