Good article by Ian Harris
Multilingual search marketing is a service offered by many agencies, but done correctly by few with most practising outdated methods and taking a wholly flawed approach.
Throughout my career, firstly as Chief Technical Officer at a major web localisation company and now as CEO and founder of the UK’s leading multilingual search marketing company, Search Laboratory, I’ve encountered numerous international campaigns that are doomed from the off-set due to fundamental flaws.
So that those businesses selling online to foreign markets are aware of just what causes their global search marketing to be unsuccessful I’ve listed five sure-fire ways to ensure your multilingual search campaigns will fail: