Globalisation through optimisation continued...
In short
If it's your brief to expand your online business into overseas markets, search engine marketing address the four cornerstones of e-business success: visibility, functionality, customer loyalty and profitability. Whether you're considering or already deploying a global marketing strategy, you can harness the power of the search engines at every stage, from research and planning to testing, implementation, analysis and reporting.
Starting with the research phase, you can use the search engines to see your online positioning, performance and potential from an international perspective. Several search engines provide data on the relative volumes of the search terms their customers are using, which a marketer can use in a variety of ways.
Like focus groups, but without the logistical issues, search term data is a vital insight into the needs and expectations of a specific and un-selfconscious target audience. When you know what your future customers are asking for, you can give it to them. You can make sure that your site's content matches visitors' expectations. You can test awareness of or interest in a particular product or service by seeing how many people are asking for it.
But most importantly, for a global internet marketing strategy, you can see the differences between what each local audience is asking for on the search engines and develop a strategy that meets the needs of each. For example, while the domestic market may be quite sophisticated in their demands, , overseas markets may not be so specific and may require a more basic approach. Or the opposite may be true - particularly with advanced markets such as the US, where searches terms are often based on fulfilment, such as a free airport shuttle in the case of a hotel group, or free delivery in the case of a supermarket. So, with search term analysis, you can create a clear picture of the needs and desires of each local audience and develop an approach that satisfies each market.
Global search engine optimisation one vital agreement...
