As the world becomes increasingly globalized, the roles of multi-cultural and international search in search engine marketing are shifting as well. What trends and opportunities do marketers anticipate?
SEMPO asked industry insiders what trend they think will have the biggest impact on international search within the next year. Jose Saldaña, Elena MacGurn, and Daniel Hucks provide their insights.
Daniel Hucks of Digital Strategies, Inc., thinks mobile-friendly sites and content will drive the greatest impact on international search.
Jose Saldaña of Covario agrees. According to Jose, it will definitely be mobile consumption.
“Search is becoming more specialized,” adds Elena MacGurn of Covario.
“A successful search campaign in this maturing market now requires a multi-channel network of seasoned subject-matter professionals, e.g., mobile, usability, UI, local, social, and content marketing experts who specialize in the variety of marketing verticals,” MacGurn says. “With so many facets and opportunities for your brand’s presence on Google, there’s a lot more we now have to take into consideration.”
The opportunity to capitalize exists, but how do global search engine updates affect international budgets?
“It keeps the budgets shifting at a much faster pace through the different specialty areas,” says Saldaña.
MacGurn notes that several big international search engines, including Google, Baidu and Yandex, have recently implemented a number of anti-spam measures targeting poor quality backlinks, link farms, and excessive use of links to game ranking algorithms.
“These anti-spam measures caused a natural shift in the amount typically invested in link building and content marketing for those markets,” she adds.
MacGurn anticipates an increase in the importance of multi-cultural and international search.
“Our analytics, attribution, and local targeting options are becoming more sophisticated to allow for additional customization and localized approach, creating the type of content that can better meet local demand,” states MacGurn.
According to Saldaña, cultural embracement helps build trust in consumers.
“I see [multi-cultural and international search] of critical importance, especially as the purchasing journey continues to integrate new and emerging touch points outside of search that empower consumers to have more information and options,” shares Saldaña.
Daniel Hucks isn’t quite as convinced.
“Maybe on the B2B side,” he states.
What trends and opportunities do you see in multi-cultural and international search in the future? Share your thoughts in the comments.