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Organic Searches

Google offers online translator tools at www.google.com/language_tools which convert selected text and entire web pages to and from English and also enable searches for web pages written in any of 35 languages and published in any of 70 countries. The Web searcher chooses the best combination of tools for the application. Yahoo permits users to translate specific text or entire web pages, and MSN accommodates translations as well. Internet savvy searchers around the globe are aware of these tools and know how to use them. Therefore, you don’t necessarily have to communicate with foreigners in their own language - they know how to take information presented in English and make it work for them.

Google, MSN and Yahoo all offer a variety of country-specific versions of their search engines. Search results from these international portals appear according to relevance, regardless of the language of the website, and include country-specific pages, as well as world results. In international Yahoo searches, such as Yahoo Italy, you can request to see results from the entire web or select only those written in Italian.

All of the big players in US Travel are well represented in the non-US versions of the big three search portals. Familiar names like Expedia, Travelocity, Orbitz and Yahoo Travel appear prominently in many lodging-related searches, whether in Google United Kingdom or Google Japan. Expedia publishes versions of its website in the United Kingdom, Italy, Germany , France, Canada and the US.

Paid Searches

You may choose in what languages and in which countries you would like to display your Google AdWords and Yahoo Search Marketing pay-per-click ads. Google enables you to select specific countries – and even cities or regions within those countries - where you’d like your ads to show simply by setting up a separate campaign for each area you target. Overture requires that you set up a separate account for each market, but allows you to keep all of your accounts under one umbrella for ease of maintenance.

How to Get Started

Given this information, the most cost-effective way to expand your marketing overseas is a simple, two-step approach.

First, develop well-optimized pages on your website in the language(s) of the visitors you wish to attract. Present at least one page for each language. In order to present a respectful, professional image and to prevent faux pas and misunderstandings, it is wise to have this written &/or proofread by a native speaker. A native will also be a useful resource when doing keyword research, since he or she is familiar with the vernacular of the country and language. For example, most Western Europeans refer to vacations as “holidays”. They also search for “self-catering”, “gite” and “letting”. You must ferret out the most appropriate terms for each of your markets.

This strategy will allow your page(s) to appear when prospective travelers ask for results in their own language. It will then land them on a page that they understand well and that can give them the warm, fuzzy feeling that they are truly welcomed at your property and that you will go the extra mile to communicate with them once they arrive.

Second, set up your pay-per-click accounts so that they target the countries of your choice. Our experience shows that you should expect rather low click-through rates, so don’t let this alarm you. Ideally, this strategy will position you competitively in both the organic and sponsored listings.

There are many smaller search engines serving specific overseas markets, which we will discuss in a future article. If you’re anxious to explore these now, you can find a comprehensive list at www.searchenginecolossus.com. Another resource that those wanting to do business overseas may be interested in is found at www.ebusinessforum.com. About half way down the page, you’ll see an area entitled, “Doing ebusiness in…”. From the drop-down list, select a country you’d like to expand your reach into. You’ll find a vast array of country-specific information to help you learn about this prospective new frontier for your business.

Tapping into the potential of international business may give your business a boost. Hopefully this article gets you well on your way to reaping the rewards.

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