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Published on Mar 7, 2011
Anne Kennedy, Beyond Ink, LLC interviews Bill Hunt, Back Azimuth Consulting, at SES London 2011 on the subject of launching a global web campaign. Bill reviews the top three points that anyone must follow if they are going to be successful: 1) understand your keywords, what are people searching for in your market, (but don't translate them); 2) make sure you have relevant content for the particular content; 3) try to get links from a site that is geotargeted, meaning if your content is German-related try and get links from relevant German websites, and not just links coming from the United States.
Bill, who has worked with big brands, such as IBM and P&G, next discusses the challenges of working at large enterprises. Bill says integrating the above three practices into a large enterprise's content creation workflow and getting a large company to appreciate the value can be challenging. Doing SEO on a multicultural and multilingual website is no different than on a single language website, according to Bill. There is infrastructure side and the linguistic side. Bill believes in fixing a template in whatever market and pushing that optimized template into all of the other markets.