Taking Your SEO To the World Stage – Optimizing for International Markets
One of the advantages of a globalized economy is having the opportunity to expand into international markets. Companies that trade goods or services across borders need a specialized strategy for search engine optimization (SEO) with International SEO. There are more steps when compared to dealing with a single market, but reaching your target audience is achievable.
Understanding the industry standard best practices behind international SEO can give you the best foundation to take your business to a new level in new places.
Know Your Audience
Before you even think about SEO tactics, you must understand your audience, their needs, and the unique aspects of each individual market. Even if your products and services are similar in different regions, the needs and wants of your audience will be distinctive. This can inform your SEO and content strategy. Understanding your audience helps you to tell better stories, promote features and benefits, and devise effective marketing messages.
- Evaluate the market and the competition. Local competitors probably know the audience best. You can gain insights from evaluating their content and marketing strategies.
- Research region-specific keywords. Your search terms might be similar across unique markets, but sometimes they’re significantly different.
With a better understanding of your market and how to reach them, you can more effectively promote your brand and what it offers.
Get a Country-Specific Domain or Subdomain for International SEO
If you have an existing presence on a .com domain, your best strategy will be to add unique subdomains for different regions. As an example, your U.S.-focused domain would be www.us.brand.com, while a French-focused domain would be www.fr.brand.com.
Another option is to use geographic top-level domains like .eu for the European Union, and so on. There are also country-specific top-level domains like .uk for the United Kingdom. What’s important is that your domain is consistent with local trends. You can look to competitors and even the most popular websites to see which top-level domains are appropriate for different regions.
Localize Your Content for International SEO
You will need to determine if it’s viable to localize your content for international SEO, especially when it comes to translating your content for different markets. Modern web browsers offer translation tools but these don’t consider context or messaging. They translate content algorithmically. Translations might not carry the same marketing message and voice that your brand needs.
Offering a site in two or more languages allows you to have focused content that is customized for each audience.
Nail the Basics of Technical SEO
Off-page SEO elements like performance optimization, mobile optimization, and responsive design can make a massive difference in your international efforts. Browsing habits vary by region, as do the devices used to access content. In the United States.
The majority of all nations primarily access the internet through mobile devices today. There are outliers, with laptops, personal computer desktops, tablets, and connected televisions all seeing significant use in all developed markets. Connection speeds vary globally, so page load speed should be optimized for internet services that might have less bandwidth than what you’re used to.
A fast, optimized, and responsive site that scales to any device can improve user experience and search engine performance.
Use Backlinks to Build Visibility
All the techniques used in a domestic market can apply to international markets. Backlinks can drive traffic, build authority, and generate credibility. The backlinks that work for you in Market A may not work in Market B. You will need to research appropriate platforms and partners to build backlinks from credible sources.
Use Local Directories
Directories can affect search engine performance and organic discovery. Google Business Profiles, Bing Places, Facebook, and Better Business Bureau are examples of trusted directories that help generate traffic.
Research your target markets to identify directories with high trust and traffic levels. Listing your business with website links can create much-needed traffic to drive engagement and lead generation.
Directory listing is a powerful digital marketing strategy sometimes overlooked by business owners. Don’t ignore this simple and typically free technique when you want to grow in a new market.
Monitor Your Performance and Improve
Monitoring, evaluation, and improvement help you refine your international SEO strategy. While techniques are similar in different markets, priorities are often diverse. Understanding what works and where can ensure you deliver the best experience while growing your brand, improving your search ranking, and converting page visits into valuable leads and customers.
Monitoring traffic, specific page performance, and testing translations and localization are vital when entering a new market.
Reach Any Audience with Captive Web Media
With an experienced SEO company, you will get the strategic support and high-quality content you need to reach an audience anywhere in the world. We’ll work with you to develop and refine your strategy while delivering the optimized content that sets you apart from your competition. Contact us now!
