| One of the greatest challenges facing any international | | | | Can you find a Webmaster, Internet graphic design, |
| business today is being found on the Internet. The | | | | Internet programmer, professional Internet marketing, |
| Internet has changed the fundamental means for how | | | | international marketing guru and professional journalist |
| we conduct international business. It provides instant, | | | | and or copywriter all in one person? |
| real time answers to many of our daily commercial | | | | Many in Israel will tell you yes. I say, you will be lucky to |
| and personal questions. But now that you have a | | | | find a team with each one of these professionals in no |
| Website, can your site be found when one performs a | | | | more than perhaps three international Internet SEO |
| search on Google, Yahoo, or AOL for your company's | | | | marketing companies in Israel. |
| product or service? | | | | What then would be the real acid test for securing a |
| Chances are that when another domestic or | | | | professional SEO - search engine optimization Web |
| international business seeks to find your products or | | | | promotion marketing company in Israel, New York, |
| services, they will not find you. Most Webmasters deal | | | | London, Paris or Beijing? |
| only with design and layout. They are graphic artists | | | | Simply perform a search on Google for "Israel Internet |
| who have learned a little bit of HTML. They copy and | | | | Marketing" or "Israel International Marketing." |
| paste written copy into a table and upload. They are | | | | If the SEO company you are talking to in Israel is not |
| not expected to be professionals in the art of | | | | listed in the top ten, you must ask yourself one |
| international Internet marketing nor should they be. | | | | question: "How can they rank you, without the |
| The Internet is a big place. An expanding and creative | | | | continued use of an expensive Google adwords |
| digital universe which demands a variety of | | | | campaign, in a top ten position?" |
| professionals in hardware, software, graphics, copy | | | | Google Adwords are a very powerful advertising tool |
| writing, international marketing, domain retailers, | | | | used by SEO international Internet marketing |
| operations, finance, journalism, advertising and public | | | | companies in Israel, but they are not a substitute for |
| relations. But where can we find that magician called | | | | having your commercial Website stand on its own |
| an SEO or search engine optimization international | | | | digital legs. Adwords are not a substitute for getting |
| marketing professional? | | | | out optimized news stories on Google News and PR |
| We find an avalanche of companies advertising | | | | news releases in to the many corners of the Net. |
| themselves using Google adwords as SEO | | | | Adwords do not substitute for creating blogs, |
| international Internet marketing and Web promotion | | | | professional rooms and forums in Google and Yahoo |
| professionals. But sad to say, over 80 percent of | | | | and the creation of videos for YouTube. |
| these companies know very little about SEO Internet | | | | Can a native born SEO in Israel find, let alone |
| marketing and much about how to take your hard | | | | professionally write the English, French, Spanish or |
| earned money. | | | | China copy and news you need for your Website and |
| In May of 2006 the Interactive Advertising Bureau | | | | for international blogs and news releases? |
| (IAB) and PricewaterhouseCoopers (PwC) announced | | | | Are they fluent in a variety of Israel export and import |
| that Internet advertising revenues reached a new | | | | markets relating to hi tech, food, defense technology, |
| record of $3.9 billion for the first quarter of 2006. The | | | | agriculture, biotech, security, real estate, chemicals, |
| 2006 first quarter revenues represent a 38 percent | | | | metals, gaming, politics, crisis communications, education, |
| increase over Q1 2005 at $2.8 billion and a 6 percent | | | | plastics, music, shopping, telecommunications, sales, |
| increase over Q4 2005 total at $3.6 billion. | | | | stocks, manpower, diamonds, Judaica, office products, |
| Last year, AdWords alone generated $3.4 billion for | | | | food, beverages, tourism, games, textiles, dating, health, |
| Google. | | | | sports, news, videos, clothes, hotels, airlines and rental |
| With the Internet being the place to secure market | | | | cars? |
| share, many charlatans and wannabe international | | | | Allow the native Israel SEO to market your products |
| Internet marketing professionals are surfacing - thieves | | | | and services to domestic markets and sales cultures |
| who know little more than how to cash your check | | | | that they know best - Tel Aviv, Ra'anana, Ashdod, |
| and disappear quickly. | | | | Herzlia, Afula, Haifa, Jerusalem, Kiryat Shomona and |
| So how does one go about shopping for an honest | | | | Eilat. |
| and successful company which specializes in | | | | Never look at office size as a measure of success. |
| international marketing and public relations on the | | | | What you are paying for is knowledge and talent. |
| Internet? | | | | Many SEO professionals and their complimentary staff |
| You must ask several questions. Problem is, most | | | | of copy writers and programmers may work from a |
| companies seeking international SEO Internet | | | | home office in Israel. Again, judge their international |
| marketing support do not know the questions to ask. | | | | Internet marketing success by the ranking of their |
| Leyden Communications (Israel) provides below a list | | | | clients and their own personal search engine |
| of questions for every company from Tel Aviv, | | | | optimization ranking on Google and Yahoo. |
| London, Washington and New York, to Paris, Japan, | | | | Never pay a maintenance fee. International Internet |
| India and China to ask the SEO or international Internet | | | | marketing SEO professionals are not servicing a car |
| marketing company before they sign a contract. | | | | or cleaning a house. What you do want to invest in is |
| First, if your target audience is New York, London, | | | | more Web pages created by their Webmaster and |
| Manchester or Los Angeles, or any native English | | | | more news stories and or news releases created by |
| speaking market, be certain to hire a native from that | | | | their PR firm to be placed on Google News. |
| country. One whose English is at mother tongue level | | | | Never pay all that they ask for up front. Unless you |
| and understands the marketing culture of your target | | | | know the company a good policy is paying half before |
| market. If you do hire an Israeli, make certain that they | | | | the work begins and the balance once the work is |
| have lived and worked in your target market locale for | | | | completed. It takes about three weeks to begin seeing |
| at least ten years. | | | | the results of SEO or search engine optimization. |
| Second, you want to know what experience and for | | | | Although with some Israel SEO, you can see rankings |
| how many years they have worked with international | | | | improve within a matter of days by using In using |
| marketing, conventional distribution channels, sales, | | | | Alexa.com, it is a tool that you can use, one that |
| marcom, viral marketing, production of brochures, | | | | cannot be played with by the SEO or SEM company. |
| advertising and public relations? | | | | Lastly, if the SEO international Internet marketing |
| Third, what professional experience do they have in | | | | company promises you a first place ranking, you will |
| copy writing, journalism and research? | | | | then know that they are bogus. No SEO or SEM can |
| Fourth, what practical experience do they have in | | | | promise you something for which only Google, Yahoo, |
| programming? | | | | MSN and AOL control. They can promise you a higher |
| And last but not least, how long have they been | | | | ranking and depending on the link density of your |
| working on the Internet? | | | | industry maybe even a top ten position. |
| An international Internet marketing professional must | | | | Remember that the top ten search engine position that |
| wear many hats to succeed. The Internet SEO must | | | | we are talking about would not be a paid Google |
| be an experienced international marketing or PR | | | | adwords sponsored link. It is your Web site, your Web |
| person - one who understands how to penetrate and | | | | pages standing on their own two feet that counts. |
| motivate a market outside of Israel without the Internet. | | | | Also having an optimized news story about your |
| They need to understand the basics of international | | | | company's products and services in a top ten position |
| marketing, branding, distribution and sales channels in | | | | would equal your Website being in a high SEO ranking. |
| order for them to integrate the digital world with the | | | | In fact, as long as the SEO news / public relations |
| classic print, broadcast media and sales markets. The | | | | story is in a high position, it reinforces your credibility as |
| SEO must be an accomplished, creative and | | | | it serves as third party endorsement. It is far more |
| professional writer who can write for both the reader | | | | potent than your Website ranking, as long as the story |
| and the search engine. | | | | has a link to your Website. |
| This article is an example of how one writes for both | | | | Your first stop in hiring an international Internet |
| the reader and the Google and Yahoo search engines. | | | | marketing company in Israel is a Google search. |
| The English suffers a bit as the writer finds a fine | | | | Your second stop is to meet the SEO and SEM - |
| balance between getting your attention and the eyes | | | | search engine marketing team. If you don't see a |
| of the search engines. But what is more important? | | | | native English speaking, experienced international |
| The search engine! | | | | marketing professional who understands terminology |
| For if your customers in the UK, France, Germany, | | | | such as POP, embassy commercial attache |
| Brazil, Japan and South Korea do not find your | | | | department, Israel Export Institute, packaging, four color |
| Website, then having a Website with the best of | | | | bleed and what an optimized SEO news headline on |
| conventional copy writing will find itself lost in | | | | the Internet looks like - keep walking. |
| cyberspace. | | | | |