By Micah Fisher-Kirshner, Search Strategist

As any other marketing channel, search engine optimization must be taken to a new level for international campaigns in order to properly optimize a site across one or many international websites. A cookie cutter approach to internationalization may work in some cases, but without a proper foundation of international SEO, this will most likely lead to an array of SEO issues further on.

Stay Consistent

Setting the ground work for sub-domains or separate domains requires consistency across all international sites as mixing and matching can often lead to confusion and tracking problems. Even then, prepare for potential problems in advance where some domain names may already have been purchased or where specific countries (such as China) prefer acquiring a domain hosted within that country.

Consider who controls each international SEO area in order to avoid problems with delegation of authority. At the same time, establish some baselines of allowed practices so that inconsistencies are not brought to light negatively such as Google Japan’s use of paid blogs that violated Google’s own SEO guidelines.

Provide Flexibility

A strict policy guideline or best practice for international SEO will quickly fail as Google does not dominate every market, particularly in the Asia-Pacific region. Even Google’s algorithm is not universal where certain tactics long-since forgotten in the United States is alive and well abroad.

Avoid Duplicating Duplications

More than likely the main domestic website already includes numerous amounts of duplicate content that is in the pipeline to be fixed. Keep in mind that those issues will be compounded if not planned for out of the gate for international campaigns. Search engines will be particularly confused which website to rank in which country if content is exactly the same across the US, the UK, Ireland, etc. Create new content and custom-tailor it to the specific geographic area.

Translate

Even with English as language of commerce, many countries primary online language is something other than English. Many countries in Europe have more than two languages as the national language, so be prepared to have multiple same-country websites in multiple languages in order to satisfy both the user and the search engines for searchers’ preferences. Furthermore, find a good translation for your business name and products in order to avoid horrible conversions such as when Chevy went into the Mexico car market with a brand product called Nova (translated as “no go”).

Localise the Language

Even if your website is launching in another English-speaking country, this does not mean that the same spelling, words, or meanings are going to equate. Optimizing a website for a common spelling in the US and exporting that to the UK may result in one’s SEO being optimized for a misspelling. The same goes for any other languages (Spain vs. Venezuela vs. Mexico vs. Columbia, etc.) and optimizing a website on the wrong keyword phrase or spelling can result in a perceived poor quality from both visitors and search engines.

Share this

Hide Sites

Under the new Guides, advertisers may no longer use the phrase “results not typical” in their campaigns. Instead, advertisements must disclose the results that consumers may typically experience.

Paid or gifted endorsements must also be disclosed in advertisements, and this extends to bloggers and ‘word-of-mouth’ marketers as well.   This means that bloggers may no longer accept payment or free products in return for promotion without disclosing that fact. If your company is providing material or monetary compensation in exchange for promotion by bloggers or celebrities, this exchange must be communicated to the consumer.

Furthermore, if compensation is provided to a research organization which is cited in an advertisement, this fact must be made public within the advertisement as well.

Interestingly, the FTC Guide now holds endorsers more accountable for their statements. As of December 1^st, endorsers and advertisers may both be held liable for false, unsubstantiated or misleading product statements.

While the FTC Guides are not officially binding laws, they are part of the Federal Trade Commission Act, which is included in federal legislation. For more information, visit:

http://www.ftc.gov/multimedia/video/business/endorsement-guides.shtm.

Share this

Hide Sites

Red Bricks Media has appointed Dan Weiner the new Managing Director of the company’s New York office.Prior to Red Bricks Media, Weiner held product and marketing roles at Sony BMG Music Entertainment, Idealab, and Priceline.com. In his most recent role, Weiner was Vice President of Sony BMG’s Online Media Network and was responsible for deploying new ad networks across the company’s hundreds of artist and label sites and developing compelling marketing offerings around its content and artists. He also launched a range of new content delivery and community tools, including the industry-leading Musicbox video network.

CEO Ed Kim is enthusiastic about Weiner’s leadership. “Dan is the perfect person to lead our New York office. He’s a creative and experienced professional who has pioneered online tools and properties for some of the world’s top media and web companies. I am confident that Dan will lead Red Bricks Media East to provide the same innovative marketing solutions and outstanding client services that characterize our other offices.”

Weiner is equally enthusiastic about his new role at Red Bricks Media. “I’m very excited to be joining the incredible Red Bricks team and building on their success in New York and the East,” he comments. “With the rapid emergence of nontraditional digital tools and channels, Red Bricks’ unique mix of rigorous performance marketing, great design, and technical depth offers a chance to develop ground-breaking new ways for marketers to reach and engage with consumers.”

Contact Dan at dweiner [ar] redbricksmedia.com.

Share this

Hide Sites

We’re thrilled to announce that our first international office, Red Bricks Media Asia, is now open for business. We have a beautiful new office located in downtown Hong Kong, and we’ve also hired our first international managing director, Janet Low-McGaughy. She will lead a top-notch team that will leverage our technology, methodologies, and internet protocol.In addition to helping our clients expand programs into Asia, our Hong Kong team is perfectly positioned to tap into the rapidly expanding internet marketing industry in Asia.

Our CEO Ed Kim explains “we view the potential for search and interactive marketing growth in Asia to be unlimited, and we are excited to be in a position to participate fully in this amazing time in the Asian market and the industry.” China’s economy is growing at 9 percent yearly, and it will likely be the second largest economy in the world by 2025 (behind the United States.) Additionally, the number of internet users in China is increasing by 800,000 per week. According to a report by Pricewaterhouse Coopers, China’s media sector will achieve a 25 percent growth in revenue through 2008 due to an increase in online advertising.

It’s an exciting time to be working in online advertising in China, and we look forward to growing our international campaigns. Ultimately, our goal is to become the leading interactive marketing agency in China. We know that Janet’s enthusiasm, extensive experience with interactive marketing, and familiarity with Chinese culture will lead us to success. For more about Janet, read her biography in her own words below. You can reach Janet and the rest of our Hong Kong team at hongkong [at]redbricksmedia.com. Looking to start your own international campaign? Feel free to contact us - we’d love to talk to you!

Share this

Hide Sites