With over half of Google searches carried out in a language other than English, adapting internet marketing services strategies to cater for these markets could be a good business strategy.

But according to Christian Arno, writing for RINF.com, marketers must decide whether they are going to focus their international efforts on language or country.

He explained that the benefits of focusing on a language are that it is cheaper to set up and maintain and can be used for many territories – a site in Spanish for example, could also serve large parts of Latin America.

However, Mr Arno warns that companies that do this must take case to ensure that their content is correct for use in each territory, as vocabulary and syntax variations are just as common in other languages as they are in English.

Therefore, firms may like to consider targeting by country, which could improve a site's ranking if it has the correct top level domain, while a fully localised site may face less competition than a multi-location one.

Recently, Econslutancy's senior analyst Jake Hird predicted that localised search would be rolled out for Google Instant on mobiles sometime in the next year or two.

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