On today’s show, the discussion revolves around international search engine marketing. Susan, Michael and Virginia start off by looking at search marketing in Europe. Currency and payment options, language, search engines and searcher expectations differ from country to country. Our hosts consider these differences as well as country-specific Internet user statistics and adoption rates.

Then Virginia speaks to Motoko Hunt, founder and Japanese search marketing strategist of AJPR. Motoko’s company specializes in optimizing sites for companies marketing in Japan. She explains the difference between how search marketing is viewed in Japan versus how it is viewed in the U.S., lessons that can be learned from how mobile marketing is done in Japan, and the misconception of Yahoo’s dominance in Japan.

The hosts turn to Asia Pacific and Latin American markets to close out the show. With China’s online population now exceeding the U.S.’s, considering a presence with Chinese Internet users could be a smart decision. Latin America is also experiencing a boom of Internet users.

Bruce, Robert and Susan start off the show discussing link building best practices. With marketers clamoring to gain inbound links, it is important to keep in mind proper decorum when searching for linking opportunities. Basics — like being courteous, developing a relationship, and keeping messages short and sweet with proper spelling and grammar — can go a long way when requesting links from other sites.

Later, Virginia talks to two members of Bruce Clay Japan, Inc. about the Asian demand for SEO and SEM services. Harry Miyamachi, CEO, and Yoshi Akari, Strategic Planner, discuss the trade between and online transactions within Asian countries including China, Japan, Korea and India. The office, opened in May, primarily serves Japan-based global companies and international companies targeting Japan.

Then Susan and Virginia look at some of the things to keep in mind when launching an international SEO or SEM campaign. The first topic to consider is whether or not global search is a worthwhile investment, considering the extensive resources required for success, and whether your campaign will focus on SEM or SEO. They also discuss some of the technical elements of how a search engine determines the relevance of regional search results.