Search engine optimisation (SEO) should lead, rather than follow, the development of localisation and multilingual search, according to one analyst.

Writing on Search Engine Land, Andy Atkins-Kruger said that trying to blend SEO services into existing translation and localisation models will not work because it is contrary to the "natural way of thinking".

Optimisation, he added, is about "understanding the customer" and using good quality content to raise the profile of a site through search engines and social media.

The problem with some translation and localisation services is that, unlike SEO, they do not focus on generating demand online, Mr Atkins-Kruger said.

Marketers should therefore recognise optimisation "for the value it offers" and allow it to lead the way.

"For me, the conclusion is very clear; search marketing should drive website production – including localisation – and not the other way around," he commented.

According to Outsell, spending on online marketing services such as SEO is set to increase by 17 per cent to $119.6 billion (£78.4 billion) this year.

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