Succeeding in the European Union

You might think that getting started with the European Union would be pretty easy. It’s actually not. For one thing, you have to remember that Europe comprises different countries with their own languages and customs, and their own markets for search engines. You can’t create one web site for the whole EU and then call it a day.

First, you need to figure out what countries you want to target. This is important in terms of tailoring your marketing campaign. Each country has its own language, culture, and social mores that you need to use when doing your keyword research. For example, in the United States, personal telephones are called cell phones, so when a user does a search, they most likely enter keywords such as [cellphone], [cell phone], [cellular phone], and the like. But in the United Kingdom, personal telephones are referred to as mobiles. So a U.K. user would, for the exact same product, use keywords like [mobile], [mobile telephone], and so on.