Optimizing Web site content for search engines by language or country depends on the company's international strategy. Christian Arno gives us pros and cons for each. He tells us that when optimizing by language, marketers gain a "broad-brush way" of reaching potential new customers, and explains how marketers will need to focus on finding keywords that may not be the direct equivalents of those that perform well for you in English. Consider the confusion created by one word in the English language with two possible meanings. For example, "right" as in "correct," or "right" as in turn to the "right." Now imagine trying to sell goods and services worldwide in one language.