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Tor Crockatt on 'Breaking Down the Borders: International SEM' at SES San Francisco

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Published on Sep 30, 2013

Anne F. Kennedy, a member of the SES Advisory Board, interviews Tor Crockatt, Product Marketing Director, EMEA, Microsoft, after the sesson on "Breaking Down the Borders: International SEM" at SES San Francisco 2013.

Although the Internet connects the world, many cultural, technological, and linguistic barriers still exist in the markets. This session examined some of the big issues and provided tips to help you enter new markets, with a focus on Asia and Europe. Attendees of this session learned:

-- SEM tips for the web—site structure and design for international/multilingual sites.
-- Keyword strategy across the markets.
-- Duplicate content issues among countries.
-- How to target the search engines other than Google.
-- How to integrate search in the localization process.

Tor Crockett is Product Marketing Director for Bing Ads in the EMEA region. She has been with Microsoft for 7 years, and has spent the last 18 months leading the Bing Ads Marketplace Team in EMEA. Previously, Tor led the Bing Ads' Global Editorial Policy, and was responsible for aligning Microsoft and Yahoo!'s search policies for the Search Alliance. She was hired into Microsoft to set up and managed the Bing Ads Editorial Operations for the EMEA region in 2006. Tor has been in Paid Search for 12 years, and was formerly at MIVA/Espotting, where she led the Editorial and Policy teams. Since 2003, Tor has been a regular speaker on the International circuit at SES, SMX, Webmasterworld and the International Search Summit, specializing in keyword research, user intent and ad relevancy. She holds a BA from Kings College in French and German.

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