| 您的位置： 搜索引擎营销|网站国际推广 | ||
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| 搜索引擎营销|网站国际推广|国际网站推广 下面是一个老外CEO-- Rian Schmidt 写的一篇文章，摘录于此。他是站在一个美国公司的角度谈网站国际营销推广问题，对我们中国公司的海外营销策略同时有借鉴作用。 You may have read recently in the Wall Street Journal that Search Engine Optimization (SEO), otherwise known as Search Engine Marketing, is the latest rage in the U.S. and for good reason. More and more companies are realizing that with the number of Web sites reaching the tens of millions in the U.S. alone, standing out in the crowd is more important than ever to make the most of your Web site investment. To stay one step ahead of the crowd, some companies are realizing that there is a huge, growing, and Internet-savvy market outside the United States, and modern shipping and telecommunications enable U.S. businesses to enter those markets without ever leaving home. International Search Engine Marketing can expose your site to millions of additional Internet users and potential customers. However, it requires more than just a reproduction of American efforts in another language. This article covers some issues that businesses and organizations need to consider when they expand their SEO efforts overseas. First, let's be clear about the definition of “international.” I use it only as shorthand for all of the distinct cultural groups to which you might want to market your products or services. There is no “international” culture. You cannot simply direct one part of your site to Americans and the other part to everyone else and expect to succeed. Each target culture must be treated carefully and independently. For example, the second largest Internet audience is in Japan. So a U.S. business interested in expanding their reach might reasonably choose Japan as their first international audience. Ignoring for a minute the differences between different parts of Japan, this U.S. business might proceed to create a sales channel to deal with Japanese customers, research the required legal issues, have a Japanese version of their site created, and retain a Search Engine Marketing firm to increase the visibility of the Japanese-language site in Japanese search engines. Be very careful with each step. Many Search Engine Marketing firms will simply take your existing English Web site, retain a translation firm to translate the site and its keywords, and begin submitting the newly translated material to the major Japanese search engines like Goo, Infoseek Japan, and Yahoo! Japan. Then, you'll wait for your Japanese orders to start pouring in, but you may find that it's a long wait. You must consider the culture to which you are marketing and not just the language. The translation itself may be inaccurate (though Coca-Cola never really transliterated their name in Chinese to "Bite the wax tadpole." See http://www.engrish.com/ for some classic Japanese to English mistranslations.), but even an accurate translation can be misleading or, worse, offensive. An American Web site can loudly claim to be the "greatest retailer in the world" and be perceived as being proud of its reputation or service. To the Japanese, such a claim would likely come across as arrogant. Japanese consumers may wonder: Will this be an indication of the company's attitude towards its clients? It would be better to find a supplier who recognizes the constant need to improve its ability to provide service to its customers rather than boasting. Sometimes, even careful, culturally sensitive translation won't mean much if the users don't search the way you expect them to. That means keyphrase selection must also consider the target culture. In the United States, consumers are often obsessed with finding the best price for a product. The rise of mega-stores like Wal-mart shows the importance that Americans give price over brand or uniqueness. Americans might then search for "cheap jeans" when using a search engine to locate an on-line clothing store. By contract, Japanese culture puts a higher emphasis on quality and service. A Japanese user may be more likely to search for a particular high-end brand name or place of origin (e.g., "Texas Jeans") without considering price at all. While this is a simple example, it can apply to many of your keyword phrases, and their careful selection is key to an effective Search Engine Marketing campaign. In short, international Search Engine Marketing must include more than just direct translation and submittals. It must begin with a culturally appropriate marketing message, an accurate and natural translation, and keyphrase selection that takes the perspective of the target audience into consideration. You may not want to "do-it-yourself": a Search Engine Marketing firm can provide the research and resources your business needs to ensure that your international campaign is both attractive and appropriate. |
