The Search Marketing Advisor Newsletter Article:
March 2005, Volume 4, Issue 3

Global Search Engine Marketing: Creating Effective Global Standards

by Abigail Reider, Search Marketing Specialist, iProspect

As U.S. companies launch, or re-launch global websites, search engine marketers should be aware of the unique preparation that’s essential to implementing an effective and successful global Internet strategy. In order to successfully move forward, marketers must lay a strong foundation that maintains consistency of technology, corporate content, style, and look and feel amongst all their local sites, but simultaneously allows enough flexibility for local content to be customized and optimized for each unique market. How can corporate marketers ensure success when constrained by language barriers, time-differences, and localized content that is market- and culture-specific? They can establish a set of common “global” standards, to which both corporate and local country teams can adhere, without compromising either corporate standards or the local flavor and flair.

Agree On Shared Processes
You will need to establish a set of common processes for maintaining the consistency of content between corporate and local sites and quality of internal communication. Start by analyzing the current relationships and processes in place among departments that interact on a global level. What common communication problems have these divisions run into? How can each solution to these problems be standardized? What program implementation guidelines are currently in place, and how can they be leveraged?

Establish how local sites will interact with the corporate site, as well as with each other – think about how their respective staffs will interact. Will there be shared content? If so, what is the process for notifying local sites about updates? What guidelines are in place for implementing enhancements? Take into consideration where content will originate and how, and who, it will be translated by (if non-English). Most importantly, determine who will be in charge of localizing content to ensure it is audience-appropriate and consistent with global and local approaches. This last step, although most crucial, is commonly overlooked. Websites that have been inadequately localized not only run the risk of performing poorly in local search engines, but of potentially offending their target audience.

By reviewing your current processes and procedures and applying those which have historically been successful to the global challenges you currently face, you will ensure that your global standards are consistent with corporate and local goals while creating open communication channels among all the members of your global team.

Utilize Customizable Templates
A great way to establish and maintain consistency between sites is to reinforce established processes and guidelines with customizable templates, style guides and URL naming conventions to which each country can adhere to without compromising local strategies. Simple design or document templates that allow for customization can be highly effective in creating a consistent look and feel. Similar page layouts and color palettes can emphasize brand and name recognition while leaving enough room for local individuality.

Be sure to take into consideration the optimal keywords for each market when implementing naming conventions and style guides for URLs, breadcrumbs and navigation. Using localized keywords for similar pages on different country sites will help those pages perform better in local searches, while also creating a sense of consistency among searchers who are bi-lingual.

Use Technology to Maintain Consistency
Don’t forget to apply global standards to technology. In the same way that templates and style guides reinforce global processes, technology can too. As technology grows, so do the capabilities of the tools you use. Ensure each local team is working with a common set of tools by providing technology that can be customized for local markets. Remember that consistent technology doesn’t have to mean the same technology. Developing common tools ensures that each local market is working with the same base level technology while also allowing them to tailor it to their needs. It is equally important to maintain a common platform that is hosted at the corporate headquarters. Local sites can still update and enhance their content via a shared content manager, but at a lower infrastructure cost.

By establishing a firm set of global standards your local Web teams will have the foundation they need to be successful. Global markets offer a huge potential for profitable expansion, and those companies who make an early investment in the international online marketplace may be able to corner their respective markets before their competitors even get there. By taking the time to appropriately map out global guidelines you will avoid common pitfalls and favorably position your company’s online global success.

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The Search Marketing Advisor Newsletter Article: March 2005, Volume 4, Issue 3

Global Search Engine Marketing: Creating Effective Global Standards

The Search Marketing Advisor Newsletter Article:
March 2005, Volume 4, Issue 3