Japan's market is a bit more sophisticated, according to Motoko Hunt, though the most opportunity stems from mobile search. "There's more access to Internet through mobile than PC in Japan," Mokoto said. Still, linguistic challenges await Japan-leaning search marketers as well, since "with four sets of interchangeable letters and characters, multiple spelling variations and no spaces between words, sites in Japanese can be difficult to optimize," he said.
Alicia Morgan stepped up to the plate for Latin America, acknowledging that the Latam audience is much like the Hispanic audience in the U.S.--but search can't be your only channel for reaching them. "Search is another tool in your box, but not the sole thing that's going to make it happen for you in reaching this market," she said. Morgan said that banner ads still work well. And of course, the dialect differences in each country present unique PPC ad challenges.
Author's Note: In honor of SES San Jose (and those of us who weren't able to attend) I'll be highlighting panel recaps and other coverage as it rolls out this week. Enjoy!