Can you sell beamers in Bavaria?
“I dinged my Beamer” means you put a dent in your BMW to a North American. To a German, it means you are trying to somehow ring your overhead projector like a bell. Even in Munich, which is home to BMW, overhead projectors are known as Beamers. As you can see, product names can quickly get mixed up across different cultures. And that means your target audiences are probably using different terms in their search engines to find what they’re looking for – or what you’re offering.
Here’s another example. Try using a thumbs-up image on your home page. Works great in most of Europe and North America where it means “Way to go.” Of course, you just lost all hope of doing business in parts of Greece, Thailand and Afghanistan, because in those countries its meaning is much more insulting and crude (hint: starts with F and ends with U).
1. resonates with your target audience; and
2. so that your website can be found easily online, regardless of geography
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