"You can't show THAT in the US!" SEO, Google, and Culturally Sensitive Marketing


Law firms struggle with SEO (search-engine optimization) and search-engine marketing, across the US, and even more when marketing into foreign countries.

Google searches are geographically focused, and presume that when you are sitting in Chicago searching for a plumber, you don't want one in New York or Rio de Janeiro, and provides information accordingly.

Google search results are biased toward your geographic location, as well as your personal search history.

This is the same for searches for law firms -- a US-based search for "Doing business in Brazil" or "Law firm Brazil" or "Law firm Sao Paulo Brazil" will provide results close to home before providing results all the way in Brazil.

This article details how one firm in Brazil marketed into the US market, using online tools and creative visuals. Including one clever ad that is too un-PC for use in the US. The article includes a link to it near the bottom.

LOADING PDF: If there are any problems, click here to download the file.