Why Homegrown Search Strategies Seldom Travel Well
When you enter the global search-marketing race, it doesn’t take long to figure out that Google isn’t the only search engine you need to focus on. In my own case, one of the first challenges was understanding the different rules for SEO and buying keywords on Baidu, the leading search engine inside China’s Great Firewall. Then it was Yandex, the major search engine in Russia and the Commonwealth of Independent States (CIS). I even learned how Yahoo could be a better choice in Japan than Google.
By 2010 I was deep into taking our websites beyond translation and thinking about global search. It was at this point where I discovered that you couldn’t just translate your domestic keywords for search campaigns in foreign markets. The second thing I learned is that the digital marketing strategies perfected for my home market seldom travel well in other countries.