SEO (search engine optimization) is essential to get your brand onto the first page of results. It also helps you climb up into the top five positions for your primary keyword.
What happens if you want to grow outside your local market? Google is now seeing more searches per day than any other search engine, which means that brands have a huge opportunity to attract new customers. However, existing SEO practices might not translate and, in some cases, may even harm your brand in other countries.
Use technical SEO to improve your website. This audit is the first step.
A robust international SEO strategy is essential to avoid these possible pitfalls. This article will explain what international SEO is, how it works and how you can benefit from it. It also explains what you can do to make your plan more effective.
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International SEO Strategy
An international SEO strategy is a combination of policies, processes, and practices used by your brand to optimize search results for other countries. International SEO makes it easier for search engines to find your business operations and which languages you support.
What is international SEO for company websites?
A global SEO strategy for websites is focused on creating relevant content for local markets and developing a structure that makes search engines find the right pages to display to the right people at the right time.
Imagine a window shade company selling in the United States and expanding into Canada. You’ll first need to make sure Canadian customers go to the correct pages on your website. These pages should include information about Canadian shipping times and locations and fees and costs in Canadian dollars.
Is international SEO necessary for my business?
International SEO is not worth the effort if you don’t plan to expand beyond your local market. International SEO could backfire if your business is based in the local area. Customers who find you on an international page won’t be satisfied if they learn that you only serve a small area.
Local SEO vs. International SEO
Scale is the biggest difference between international and local SEO. Local SEO focuses on specific keywords and audiences in a particular geographic area. International SEO targets audiences throughout the globe.
There are four main differences between international SEO and local SEO.
- Cost – Because of their size and scope, international SEO efforts can be costly.
- Content – To reach international audiences, you will need to create more content than you would do for a local SEO strategy.
- Capture – International SEO broadens the market you are trying to capture. This requires in-depth research to ensure that your brand is aligned with customers’ expectations.
- Competition – International SEO efforts face greater competition for keywords and customers. You don’t have to compete with businesses within the same sphere of influence. Instead, you can be competing against multinational corporations.
Questions about International SEO
Are you unsure how to start your international SEO efforts? These are the questions you should ask.
- Which direction are you going?
- Do you want to target a language or a country?
- Which localization factors are most important?
- How do you create local connections?
- Is social media important?
- Are the current keywords sufficient?
- Are you equipped with the right tools?
- Which direction are you going?
Your international SEO strategy will vary depending on where you are targeting. Baidu is the most used search engine if you are heading to China. Each engine has its SEO approach, so it is worth researching to determine the most important factors for ranking.
Do you want to target a language or a country?
This is an international SEO question. Are you better served to target a particular language or a country? It all depends on what your goals are. Language optimization is a good option to reach a wide audience, regardless of their location. You can use country-based SEO to increase brand awareness in a particular region.
Which localization factors are most important?
Localization refers to optimizing your website and content for local languages and cultures. The two most important aspects are accuracy and common usage. First, ensure that any slogans or keywords are translated accurately. This can expose your brand and services to misinterpretation, such as the classic “Come alive with Pepsi”, literally “Pepsi brings back your ancestors from the dead” in Chinese.
The other issue is common usage. Your business’s words and phrases may not be the same in different languages. Even if they are translated literally, this can still confuse. You can find out which words locals use to describe your products or services and then use them instead.
How do you create local connections?
International SEO can also be achieved by building local links to your website. It’s a smart idea to create articles for local blogs and get a sponsored mention from websites that provide useful advice or information. You can also connect with local social media influencers and sponsor local events.
Is social media important?
Although Google explicitly stated that social media does not factor into international SEO rankings for websites, it is possible to increase brand awareness and connect with local influencers through strong social media platforms.