This week in international marketing: China Search Engine Marketing | Global-Friendly E-commerce | Web Localization Practices & Resources | Multilingual SEO

by Julia Litvin

1. The State of Search Engine Marketing in China 

While some aspects of search marketing in China have improved over the years, many other things have not.

This article will break down different products for search and digital advertising in China and how they are leveraged and optimized for this amazing market.

Source: The State of Search Engine Marketing in China

2. Forget The Diet! Make an E-Commerce New Year’s Resolution Instead

The rise of e-commerce has brought into rapid focus the questions of when, how and where retailers should take their products to a global audience. The internet has built a transactional bridge across borders, and corresponding advances in logistics and transportation are making it easier and faster to cross that bridge every day. 

For U.S. e-tailers, international markets are not just an opportunity – they may ultimately become a necessity for continued growth. As this Business Insider assessment notes, U.S. and Chinese consumers are already embracing the online experience in massive numbers, but in emerging markets like Latin America and Southeast Asia, the potential for continued expansion – and new customers – is immense. 

If your company is considering a new or expanded global e-commerce strategy, it’s time to put some 2018 resolutions on paper — and to the test. This year, resolve to activate the following 7 steps and tips for success.

Source: Forget The Diet! Make an E-Commerce New Year’s Resolution Instead

3. Web Localization: Best Practices and Resources

According to the United Nations, nearly 3 billion people around the world had access to the Internet in 2014. As of January 2017, the majority of Internet users (923 million) are located in East Asia, followed by South Asia (585 million) and Africa (362 million). As companies aim to expand to new markets and appeal to consumers across the globe, they must leverage their .com presence to potentially reach anyone who has Internet access.

What are the best practices for companies that want to extend their reach to global consumers via the World Wide Web? Should they invest in a multilingual website strategy, or should they just ensure brand consistency through a standardized approach? What is web localization and what are its best practices?

Source: Web Localization: Best Practices and Resources

4. International sites: the best domain structure for SEO

Making your website rank high can be a challenge. Making your international sites rank high can be an even bigger challenge. There are just a lot more things you have to do for multilingual SEO: create content for different markets, set up sites for those markets and implement hreflang, just to name a few. Plus there are additional choices you have to make. Like this one: on which domains will you publish your internationalized content? Here is the list of the most common options you have, and we’ll help you decide on the best option for your situation. 

Source: International sites: the best domain structure for SEO

This was our 'best of the week'. Next week we will continue to provide you with the interesting and current news on digital globalization, culture, language, localization and international digital marketing.

Stay tuned.

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