29 Nov '11, 4pm

International SEM: Important Lessons In Understanding The True Nature Of Keywords

International SEM: Important Lessons In Understanding The True Nature Of Keywords

Mindboggling. That’s the only word I can use to describe the fact that still today there are agencies and professionals who think that the right approach to generating keywords for international search marketing campaigns is to translate them. I have wasted so much of my time on this planet saying “Do Not Translate Your Keywords” and still every day I see or hear of examples of international SEM or SEO campaigns where doing that has been part of sowing the seeds of failure of that campaign. A Case Study In “Localizing” Keywords That word “Localizing” has become especially dangerous since the translation fraternity commandeered it! But for the purposes of this column, we simply mean choosing the keywords a local searcher would have chosen – we do not mean translating them. To this end, Anders Hjorth of Paris-based BDBL Media presented a fascinating case study at the latest ...

Full article: http://searchengineland.com/international-sem-important-l...

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