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A Guide to International Keyword Research: The 3D Approach

There are essentially two ways to approach keywords: one is cost-centric and revolves around getting things done at the lowest price possible, whereas the other is rooted in a longer-term, ROI-driven mentality which acknowledges that the highest return is rarely achieved by merely focusing on cutting costs.

The temptations of machine translation appear obvious indeed -- namely that it’s simple, quick and cheap -- but the end result produced by this approach is almost always lackluster.

This 35 pages guide provides you with a thorough framework for making the most of international keyword research. 

Google 
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Andy Atkins-Krueger - International PPC Comparison of the World's Major Search Engines

In this presentation Andy Atkins-Krueger highlights the differences between the systems of the major international search engines (Baidu, Yandex, Naver, Google), comparing match types and PPC settings, noting that they are almost all different and inconsistent, often caused by local language requirements.

Google 
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Global Search Engine Headlines - Gemma Birch

Constant innovation is a necessity to stay relevant in the ever evolving search engine industry. This presentation provides a plethora of examples of some of the most recent initiatives and developments from leading global search engines Google, Baidu, and Yandex . Areas covered include local, social and mobile.

Google 
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Google's Markup for Multilingual Content - Susan Moskwa

Webmaster Trends Analyst Susan Moskwa explains the rel="alternate" hreflang tag, a new markup introduced by Google in late 2011 to improve the targeting of multilingual content. It looks at targeting different languages, but also different locales with the same language - e.g. Canada, France and Belgium with French. It also references the difference between this new language tag and rel="canonical" tag.

Google 
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