What You Need to Know About SEO in New Markets
SEO (search engine optimisation) is a vital component of every website’s performance. The goal of an SEO strategy is to attract users to your website, meaning it has to serve the needs of customers, alongside meeting the requirements of search engines such as Google.
Everything from how quickly your site’s webpages load to the keywords used in your site’s blog content can affect its SEO performance, ultimately having a knock-on impact on the online visibility of your business. If your approach to SEO is substandard, your audience may not be able to find you online, which could affect your leads, sales and overall business performance.
When you’re launching into a new market or embarking on an international expansion, there’s even more to think about with regard to your SEO strategy – and there’s no one-size-fits-all approach across the globe.
Know Your Audience
It’s important to design your website and produce content for humans first and search engines second. However, it’s crucial to understand the specific needs and behaviours of the audiences you’re aiming to target around the world.
Carrying out market research for each locale you’re planning to create a website for is essential. What customers expect from a site can differ greatly between countries and awareness of this is key in order to avoid alienating or confusing potential leads.
As part of this process, businesses should conduct localised keyword research for individual markets. The terms people are searching for online can vary in different locales, so you need to make sure you’re targeting the best phrases to help your intended audience to find you online.
Why Direct Translation Won’t Do
Once your business has identified the keywords it should be targeting, you can begin building a content strategy around these. If you’re managing multiple websites across different locales, it’s not enough to simply translate your English language content word for word for these other territories.
Instead, transcreating your content can help to make sure it’s specifically curated for the needs of audiences in different countries. The expectations of a UK audience from their content can be very different to the expectations of a Japanese audience, for example. This could be everything from how they’d prefer to navigate a website to their preferred ratio of text to images in a blog post.
Other SEO Factors to Consider for a Global Strategy
There’s so much more to think about beyond your website content when implementing a global SEO strategy. Here are just a few of the other factors businesses need to consider:
- Have the meta descriptions for each page and the alt text you’re using been localised alongside the main content of each blog post or landing page?
- Have you used an appropriate URL structure for each market that signals the intended locale to both customers and search engines?
- What time of day are you publishing new content when operating across multiple time zones? Bear in mind that this can affect engagement rates for content and can subsequently impact performance
- Have you considered an international link-building strategy? Doing this well can help to signal to Google that certain webpages are deemed important in their market
- Are analytics and reporting in place for each individual territory? If you have a separate keyword and content strategy for each locale, it’s important to track performance separately
How Language Connect Can Help
There are a lot of factors that go into creating an international SEO strategy, with some of these requiring a certain degree of technical expertise to implement successfully.
At Language Connect, we can introduce you to experts not only in translation and localisation, but also in marketing, including in SEO. Our experienced team of multilinguists understand the cultural expectations of audiences around the world, helping you to reach your customers as effectively as possible.
Contact us today to find out how we could support your business.