UK webmasters prepare for #Brexit – the EU is coming for your .eu domains

The European Commission announced that UK based companies and residents that own .EU ccTLDs will have to surrender those domain names after Brexit. The notice reads:
As of the withdrawal date, undertakings and organisations that are established in the United Kingdom but not in the EU, and natural persons who reside in the United Kingdom will no longer be eligible to register .eu domain names or, if they are .eu registrants, to renew .eu domain names registered before the withdrawal date.
This obviously has serious implications for those who have branded their companies or brands around .EU TLDs. Not only will they not technically be able to own or use the domain name for their web site, UK citizens/companies also will not be able to redirect the domain name to a or other TLD migrated to.
In addition, this loss of domain ownership can have implications for reputation management and encourage domain squatting.
Brexit is currently scheduled for March

Search Engine Land Source

All About the GDPR

While deregulation has been a stateside trend over the past decade, the 28 members of the European Union are gearing up for a massive increase in regulations around data privacy in the form of the General Data Protection Regulation (GDPR) — and this regulation will make a splash across the pond as well.
Briefly, virtually all personal information will be considered private and protected under these new rules, serving up a much more comprehensive approach than the US’s piecemeal protections of medical and financial data.
But what do these new rules mean — if anything — for US businesses?
The short answer: Plenty. Maybe. It depends.
The long answer requires some context and is worth taking the time to understand. And most providers are already making big strides to be ready for launch in May.
Internet privacy: The early years
The GDPR, set to go into effect on May 25, 2018, is the product of four years of debate and preparation — but

Search Engine Land Source

International PPC: How to deal with currency fluctuations

One issue I’ve seen with international PPC is how to keep track of your spend and ROI abroad compared to at home. When setting up billing, you can either choose to use the target market currency or use your home currency. There are pros and cons to both, though I don’t intend to discuss them too much here, as most advertisers would have already made a decision a long time ago.
What is critical is that regardless of the currency you select, Google’s (and maybe Bing’s) internal auction is converted to USD in order for AdRank to be calculated. So without actually changing your bids abroad, you are bidding more and less aggressively based on currency fluctuations and competitor currencies.
Below, I’ll share a dashboard that we use for international PPC clients at Brainlabs (my employer) to track these movements and make adjustments where necessary.
This Google Sheets dashboard has all the currency information you will ever need to take back to your PPC reporting. Use this sheet to help keep

Search Engine Land Source

5 dos and don’ts of managing a new international PPC account

You’re a US-based PPC manager, and you’ve just been tasked with overseeing an international account for the first time. What do you do?
If you’re like many, the thought of managing international accounts gives you the sweats, but there’s also probably some part of you that’s intrigued.
Either way, taking on international accounts can definitely add some serious skills to your overall experience.
So the question is: How do you boldly go where you’ve never gone before?
In this post, I’ll walk you through a few dos and don’ts when tackling your first international PPC account.
1. DO treat the international account as a new client
It doesn’t matter if you’ve been at your company or with your client for 10 years — the minute they ask you to manage their international account, you’re a newbie. And it’s time to start researching.
Go through the same process you would if you were onboarding a new client or getting to know a new employer. For my agency,

Search Engine Land Source

The Cross-Border Series Part 1: Capturing Canadian Conversions

Just as businesses who ignore mobile searchers miss out on a huge number of potential customers, businesses who focus solely on Americans miss out on a massive number of global customers. If you think your company doesn’t have business opportunities outside of the United States, it’s about time to rethink your business strategy.

This four-part series aims to help business decision-makers like you explore the benefits of entering the global market and to guide you in that process.
Part one focuses on doing business with our northern neighbors in Canada:

Discover the potential that Canadian customers represent.
Pick up best practices and tips that can give you the edge in marketing to Canadian searchers, including:

Language, holiday and terminology differences.
Establishing trust with Canadian customers.
Effective pricing.

Identify potential hurdles to doing business in Canada and come away with mitigation tactics, such as:

Laws and regulations.
Shipping logistics.
The exchange rate.
Competitive due diligence.

Learn how to reach Canadian customers on Bing and and optimize your search campaigns. (Obviously, there are many other

Search Engine Land Source

The Great Chinese E-Commerce Gold Rush

With China’s recent announcement that it will allow fully foreign-owned e-commerce businesses to operate within its borders, the floodgates are open for direct access to one of the world’s great retail markets.
SEO is perfectly placed to be the cost-effective channel for testing the waters in this new China. Will we see the Western world impose its retail brands on a domestic market with decidedly different buying habits, or will we in the West need to get ready to adapt to the big-name Chinese success stories?
The Case For SEO In Breaking New Markets
With Google’s hreflang attribute solution, webmasters can execute new market site launches with no risk to their existing organic traffic, piggybacking on their existing SEO assets. Not sure how? Here’s a recap.

Don’t have any Chinese language content? Not a (major!) problem.
Start with a copy of your main language content elsewhere on your domain (subdomain or directory is fine). Use hreflang annotation and correct Content-Language declarations in your HTML to denote that this

Search Engine Land Source