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Global Search Engine Marketing: Fine-Tuning Your International Search Engine Results by Kristján Már Hauksson, Anne F. Kennedy

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1. Can You Afford Not to Think Globally?

Global search engine marketing (SEM) is unquestionably more complex than marketing via search engines in the USA alone. This is why you will find few marketing professionals willing to run a global campaign, and even fewer who have the knowledge and tools to execute it well. Keep in mind that you need to reach customers in languages other than English, often using different character sets and sometimes using multiple dialects. It is fairly well known that Chinese natives speak one or more of at least four different versions of Chinese, but did you know that the Japanese language has four different character sets? This matters because the algorithms that search engines use to sort information are literal ...

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