By Amy Munice

Do as I just did and log nearly 3,000 miles on a road trip in the Eastern half of the United States (or just driving east to west in UK, would suffice, or France, etc.). Bring along your handy dandy wireless device so you can keep Googling in the car. Pick something you’d like to find—for me, every morning, that first priority is without doubt ESPRESSO. Every half hour or so, re-do your search. Different results, aren’t they? (Note: yes, your GPS will show the same thing, but that’s not the point of this article, this “game”.)

Now, repeat the same experiment, but do so with some item you really wouldn’t think or want to source so locally. Let’s use for example “laser cutting machine”. You may need to drive further for this one. But in the REAL world, if you are fabricating something that needs cutting precision +/-0.1 mm you would NOT look for the local shop down the corner, or probably even look for the machine in your country. This is an example of a widget that is truly sourced globally, for those who do their due diligence to find the best-in-class technology.

It’s likely this is not a key phrase you’ve ever paid attention to. I have. It’s one I’ve googled in Paris, in North Carolina (US) and Chicago (US) and my search results –mine, with personalized search intact as explained in my last New Media Knowledge article “Is Site Ranking Real or Relevant? “—are DIFFERENT in each place, and even as I drive back from NC to Illinois.

It’s a peak into “localized search algorithms” and how the way today’s web works poses quite a challenge to the online marketing and search engine optimization for global B2B and B2C companies alike.

From the point of view of this self-described “formerly wounded web copywriter”, it’s also a reason why SEO professionals should add some humble pie to their diet. Yes, you can use advanced mathematics for superior KEI (keyword effectiveness indices) for search engine optimization . Yes, you can also license advanced mathematical tools that will help you transform personalized search algorithms from hindrances to advantages, as explained in the last article “Is Site Ranking Real or Relevant?”. But then there is also this very real phenomenon of localized search algorithms—not just in Google – but in all the major search engines in the world.

Localized search algorithms are great if you want to find a cup of espresso or sell one. But if you are an espresso fanatic even sourcing the best espresso pot you really want to know how to turn localized search algorithms off. AND, if you are selling said espresso pot to a worldwide audience that in all likelihood does not include those technically able to bypass localized search or with the patience of Buddha to scroll beyond page 10 of search results, you need something more.

What to do?

Conventional SEO tools will now help you generate 100s of “articles” in the blogosphere. That will certainly help your “ranking” (sic) but will be hit or miss in regards to localized search. Pay per click experts will help you set up high return-on-invest google advertising campaigns that help you reach targeted geographies. By my lights, it’s also one of the best reasons why what some think of as “traditional PR” should be added to any global marketer’s toolkit for lead generation --and especially by riding the wave of worldwide publications now grappling with their own search engine optimization efforts.

About the author and the company

Amy Munice is President Global B2B Communications (http://www.globalb2bcommunications.com/) and creator of the soon to be released website “Web and Design Science” (www.webanddesignscience.com). A self-described “formerly wounded web copywriter”, Ms. Munice is on a mission to clear up widespread misunderstandings of how worldwide search engines work that affect her 20+ year PR firm’s clientele and similar companies that sell services and products worldwide.

ALM Communications -- http://www.globalb 2bcommunications.com/marketing-pr/ -- serves B2B companies that sell math, science, engineering or other technical products or services worldwide. Global B2B Communications (and soon—Web and Design Science) are compendium of web marketing tools and services with proven track records of high return-on-investment.