Sep 6, 2013 8:57:00 AM
Posted by Katie Glebinski
Do you do business around the world? Do your customers speak multiple languages? If so, you may have wondered if it’s time to take your SEO campaign international. This post will help you evaluate whether or not you need international SEO services and give you some questions to ponder before you make the jump.
Do You Need International SEO Services?
International SEO Services make sene se for your company when any of the following apply:
You have a significant customer base from around the world
Your business is trying to grow into new international markets
You have business locations in multiple countries
Your customers speak multiple languages as their first language (IE: Large Hispanic demographic)
If you’re not quite sure whether or not the potential is there to justify an international SEO strategy, you can find out:
Analyze your current incoming traffic. Does a significant portion come from other countries or languages?
Check out the potential by performing keyword research within other countries. Is the demand there?
Do an analysis of your rankings in international search engines (Google.ca, Google.co.uk, Google.com.au) and see how you fare. Are you visible for potential customers
Of course, meeting these criteria isn’t enough. If you’re thinking that international SEO services are a logical next step for your business, be sure you’ve considered the full scope of the undertaking. Going international shouldn’t scare you, but it does require planning and a methodical approach.
5 Considerations Before Launching an International SEO Campaign
You’re Competing With Local Brands
As you enter into new international markets, you begin to compete against companies who have distinct advantages: Established consumer bases, localized domain names, regional content, in-country hosting and so on. Don’t view international SEO as an “add-on”, commit to giving it the time, attention and budget it deserves.
Content Must Be Professionally Translated & Localized
International audiences expect to be served in their mother tongue, so your content is going to need to be expertly translated. Don’t alienate your audience when proper grammar or the nuances of the dialect are lost in translation.
Even if your other markets speak English, keep in mind that British and American English are very different in spelling, slang and convention and that your content will need to be localized to reflect this.
Support Infrastructure Needs to Go International Too
Customers around the globe will have the same needs for support and communication that your local market does. Be ready to offer the same great service in a language they can understand.
Your Website’s Structure Will Change
Going international means accommodating new content on your website. As a general rule, avoid using sub-domains (opt for sub-folders). There’s no need to launch a new domain for every country you operate in; doing so will just multiply the SEO work you need to do. That said, your existing website will need to change to accommodate your international strategy.
Link Building & Outreach Strategies Must Evolve
Ranking well in international markets means earning links from the locales you compete in. Doing so will require thinking in new ways about link building, changing your approach to outreach and focusing your energy on engaging local customers.
Take Your Brand to the World
International SEO can be a huge revenue driver, but only when you go into it with the right mentality. Evaluate whether or not your business needs an international SEO strategy, plan and allocate to make it possible, execute carefully – and then reap the rewards!
Have you seen success going international? Any insights you’d like to share? Let us know in the comments!
Topics: Search Engine Optimization (SEO)
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