Keyword research can be difficult enough for a medium-sized, regional brand with an English-only Web site. So it's no surprise that many international brands with multilingual Web sites don't fully
invest the time or budget necessary for adequate keyword research--after all, it becomes a monstrous task.
But as Roberto Rocha notes, global advertisers can't afford to overlook
the importance of language-specific keyword research, as it can thwart their paid and organic search optimization success.
"Take the concept of an open house for a home for sale. This
is a practice unknown in many countries, yet companies nonetheless push the service on their foreign language sites, even translating the words "open house" literally," Rocha says. "This is not only a
linguistic and cultural blunder, but it also keeps search engines from pointing to a website." And not showing up for the correct kinds of organic/paid searches means lost eyeballs, impressions and
conversions.
Read the whole story at The Gazette »