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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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2. Common Territory: Search Marketing Without Borders

Before we start talking about search marketing in specific countries, we think it’s important to tell you about the elements of search marketing that we have found to be common around the world. We also think it’s important to share some general strategies you should employ when you target foreign markets. And before we get into anything too deeply, let’s look at the most common mistakes we see marketers making when it comes to marketing outside the United States.

Common Mistakes

It pains us to say so, but some of these errors and misfires are just plain careless search engine marketing (SEM), whereas others stem from lack of familiarity with or respect for local usability issues, missed ...

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