Anne Kennedy, writer of the brand new book Worldwide Search Engine Advertising (SEM) (http://amzn.com/078974788X), speaks with Andrew Goodman at SES Toronto 2012 concerning her international online search engine advertising panel.
As Kennedy says, all search is at some point neighborhood, therefore the first thing an SEM marketing professional has to understand, particularly when going worldwide, is to know the market you’re going into.
Second, Google is naturally the dominant online search engine in a lot of markets, however there are five significant exceptions to that guideline: China, South Korea, Japan, Russia, and Hong Kong and Taiwan.
Third, even Google does not work the same in every country, and so SEM strategies need to be changed according to these mathematical idiosyncracies. International online search engine marketers need to learn these peculiarities.
Fourth, you require to discover just how to deal with these other search engines, like Baidu for China (http://www.baidu.com/), Yandex for Russia (http://www.yandex.ru/), Naver for South Korea. International search engine advertising and marketing requires a worldwide sem state of mind!
The most shocking thing Anne Kennedy found out while creating her brand-new publication on Global Search Engine Marketing? North America just makes up 12% of all the search on the planet!
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