Introduction

With nearly 90 percent of the world’s Internet population outside the United States, you may already be tempted to expand your search engine marketing with pay-per-click advertising campaigns in other countries or by optimizing your website to attract foreign visitors. The Internet has erased borders and made geography irrelevant in many ways, easing the flow of information from one people to another. Just as the political unrest in Northern Africa in 2011 was facilitated by the ease of sharing information online, so it has become harder to make clear delineations between domestic and international markets in online commerce. Marketers from outside the United States are likely to compete on your home turf, and you can just as certainly ...

Get Global Search Engine Marketing: Fine-Tuning Your International Search Engine Results now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.