Laura Smith, Head of Client Strategy at ICS-digital, has one rule for international work: localize the campaign, don't just translate it. She also walks through her team's white paper, The Human-Machine Memory Gap. Read the full episode recap.
ICS-digital works in over 100 languages across digital and translation, and Laura leads strategy across SEO, digital PR, creative and translation. She has spent 15+ years in marketing, starting in traditional PR with B2B work, press office and restaurant launches. She says she didn't know what a link was until she moved into digital PR in 2017. Her recent article, The New Shelf Space, carries the same thinking into retail visibility and AI retrieval.
"The biggest pitfall is thinking, I've done this before, so I'll just do it the way I've always done it and not digging into the market." - Laura Smith
"I think you have to be very honest with yourself when you don't know if you're trying to make things work internationally." - Laura Smith
"...why a human is going to choose your brand, which is, you know, especially important when an AI might only recommend three brands compared to previously having the whole of the Google search to look through." - Laura Smith
Unscripted SEO is hosted by Jeremy Rivera. Find every episode at unscriptedseo.com.
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