Two Must-Read Global Web Management Articles
Just making sure you global web managers out there saw these two articles:
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David Roth's article published yesterday in the "Industrial Strength" column over at Search Engine Land:
Supporting A Global Brand Campaign With SEM.
One of my favorite lines: "Going global really means going local in a dozen (or more) different markets." If you've read some of my older posts, you might guess I like it so much because even though David (Director of Search Marketing at Yahoo! Inc.) is talking about a big huge campaign, he still echoes a bit of what I wrote in my March 9 post, "
Global Means Local to Somebody."
More important, I like his article because he's sharing his recent experiences and lessons learned from launching campaigns in three countries within eight days for Yahoo! - an enormous brand. To me, that's entertainment, hearing about big programs like that.
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Andy Atkins-Krüger's article today in the Search Engine Land column, "Multinational Search":
Preparing For International Link Building Success.
What's great about this one is that just yesterday I was coaching a Lionbridge colleague in our Polish office about how to increase our site's search visibility in that market, and told him the best way to do this is to work on an inbound linking strategy. Now I have something with which to back up my recommendations.
Thanks, Andy, for the timely post. (He also focuses on geo-selection, geo-targeting, reputation and keyword research. This is a must-read.)
Happy learning!