Andy started the conference by setting the scene for the international search landscape. Search is a billion dollars bigger than it was last year with the majority growing in the international markets.
1) Research and Planning
Culture is very important – local research is vital or your marketing message will miss the target market. This is where keyword research adds a lot of value in this regard. Google, Nike and Unilever have all made mistakes in this regard. Keywords can’t be translated, you miss all the nuances in the local markets. For example in the UK a beamer is a BMW but in Germany it’s a projector. Google images does help to show subtle variations in languages. (more…)