Localisation Is The Key To Globalisation

Google's growth in international markets has been five times faster in 2009 than in 2008 and five times faster than in the US this year. The search giant has actually seen a decline of 8% in the UK.

Multilingual Search Marketing Agency WebCertain is advising search marketers to follow Google's example and target the more buoyant global markets, where there is more opportunity to make money.

Andy Atkins-Krüger, Managing Director of WebCertain, recommends using keyword research to determine which markets show the most demand for a product and service, and therefore offer the most potential.

"By tapping into local search data, marketers can get a good understanding of what internet users are really searching for, and how they are searching for it. Organisations can use this information to tailor their campaigns and communications to the most relevant markets, and the most popular search terms, leading to improved ROI and higher sales.

As well as enabling businesses to reassess their strategies, the keyword research will also serve as the foundation for any online campaigns, be it SEO, PPC or Social Media.

"By building search campaigns based on keyword research, which has been conducted and verified by native speakers of each language, marketers will ensure they are driving quality and relevant visitors to their websites, who are more likely to convert".