10x Marketing Preaches Google-ization in EuropeCurt Porritt, President of 10x Marketing, represented 10x as he presented information in regards to Google-ization—a term that he and his colleagues have coined—in Zurich, Switzerland at a LISA (www.lisa.org) convention in mid-November. Google-ization, or iSEO (international search engine optimization) is the process of localizing (define) and optimizing a website in one process instead of two. Porritt explains, “Google-ization is a product of study and research that will pave the way for both small and large businesses who are interested in providing their products or services on an international level via the Internet. Businesses who are considering the localization of their website must learn about Google-ization.” In his presentation, Porritt encouraged localization vendors to work in conjunction with SEO companies that can provide Google-ization services. “By combining Google-ization and localization services, search engine optimization and localization companies will help each other and in turn help business owners by providing better services and increasing revenue for their clients,” Porritt says. In his presentation, Porritt also discussed the current search marketing trends in Europe. Porritt explained that while European search marketing currently represents about 25% to 30% of the U.S. total, the European search market is expected to grow much faster than the U.S. market and will represent over 40% of the total by the year 2010. (Source: Forrester Research). Porritt went on to explain that during that time the amount of money spent on search engine marketing in Europe is expected to grow from $1.74 billion in 2005 to $3.73 billion by 2010. (Source: Forrester Research) 
Porritt’s presentation received special attention from LISA directors as one of the top three presentations of the conference. Porritt attributes the positive response to Google-ization as a byproduct of the need that localization vendors have to partner with Google-ization providers and of the interest that business professionals are showing in international search marketing trends. Porritt explains this interest, “Most global businesses understand that Google-ization makes sense. When they take a look at the numbers, which represent current international search trends—especially those in Europe—they realize that the future of their online success is very dependent on services like Google-ization.”
|
