Global Search Engine Marketing [Book Review]

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“Global Search Engine Marketing” is a unique technical resource (although the approach is similar to travel guides, which is an apt comparison). Reading this book, I was reminded of a chapter on international surveillance in my own book on social media analysis, where I took the position that a modern “Rosetta stone” was needed to listen to the “voice of the world” and understand what It meant.

Anne F. Kennedy and Kristian Mar Hauksson, authors of “Global Search Engine Marketing”, lay the foundation for a broad understanding of how the world of online marketing works in all major regions of the world, as well as considerations particular ones that one needs to take to each place.

Successful global marketers must know the details and habits of their target audiences (including their languages ​​and lexicons), or marketing efforts are likely to fail.

While reading this book, I enjoyed learning a bit about what makes each country and region unique; those touches helped transform what could have been dry material into something more engaging.

The issues of global search engine optimization and social analytics are very similar (as if they were two sides of the same coin); knowing the intricacies of how to communicate with an international audience is part of mastering what and how to listen to what your audience is saying (vocabulary, language support, localization issues) in those same countries, so this book was an instant hit for mefor no one has ever provided a guide to the world quite like this.

For example, in Chapter 8, it is mentioned that in South Korea, it is normal to see 30-40 search results from a typical search (in most search engines). Also, separating paid and organic results (a problem for the US) is not as important for Koreans.

The idea of ​​what is acceptable and good Internet practice seems to vary widely from country to country, which encourages us to re-examine marketing assumptions and strategies as we deploy them internationally. .

Kennedy and Mar Hauksson point out that using the same marketing strategies in other countries that you use in your own country will have a negative impact on your overseas marketing; and, you may not even be able to use the same scans. For example, due to privacy and political issues in some regions like China, Google’s own hosted servers were moved out of the country, resulting in slower and more inaccurate results (Chapter 3, page 45). what may impact marketing efforts in that country; Baidu statistics are recommended as an alternative.

The information about each country was invaluable, especially what works for the internet population of a specific region and what doesn’t. “Global Search Engine Marketing” is strong with its technical and cultural coverage of major regions and languages, and even though the idea of ​​the book is broader than the content they needed to fit into each chapter, the authors have provided an invaluable service. not only for seasoned search marketers, but for social analytics professionals, who are also looking to understand the world and its different voices.

The information in Appendices A and B is also valuable for research professionals. Global information on Google’s search interfaces in each country of the world is provided in appendix B which is good to have on hand. Appendix A lists most read/must have resources in search engine optimization and search engine marketing, and very useful to have on hand.

On the contrary, by writing the book on “Global Search Engine Marketing”, the authors have made us all much more aware of how we must intelligently use local resources in each country in which we are seriously looking to be present.

The idea that globalization meant that we could broadcast our messages globally from one place, without listening to or understanding the nuances of each region, is being consistently and successfully debunked. I recommend buying the book to learn more about the world and each of its regions.

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