Going Global: What’s the Right International SEO Strategy?

June 18, 2019

While in this article I am going to talk about globalizing your international SEO strategy, I won’t spend to much time on what globalization is. You probably know it, it’s everywhere and everyone is chasing it. That’s because people want to make their businesses grow and, the only way for that is to reach out to as many customers as possible. Geographical boundaries can no longer restrict outreach because technological advancement has reduced them to zilch. If everyone out there is reaping the benefits of globalization, why shouldn’t your online business?

Going international can help you boost your traffic, hence your conversions, tremendously. If you have an online presence, half your access related issues are already taken care of. Almost everyone can easily access your content, your job is to make that content useful for them to boost your conversions and revenue. Let’s see how you can do that –

 

Translate your content:

Let’s get real here. While you might have started creating your content keeping the English speaking traffic in mind, it’s of no use to more than half of the people online till it’s not translated into their native language. This is where translation helps. Use Google Analytics to find out which regions are generating the majority of your traffic and have your content translated to the local language of those regions at the very least. A good idea might be to also look at the emerging countries and have your content available in their languages as well as a part of your international SEO strategy.

By translation, I don’t mean literal translation. Get it done by someone who knows the local market and understands the tastes and preferences of people really well. Your translated content needs to be meaningful and value generating.

 

Keyword research:

If you have decided to implement an international SEO strategy, you should know that different languages refer to objective keywords differently. This means that keywords that are generating you good traffic in one country might fail to attract visitors in the other. Therefore, you need to perform thorough keyword research before translating your content. Even after translation, your underlying goal remains the same – to generate revenue and, as always, the right keywords will help you with that. Use Ubersuggest to find out SEO friendly keywords in various languages.

 

Build links:

One good way to boost your international SEO strategy score is to have links to and on your website. It’s proven that posts with more links get higher SERP rankings. But, in order to have relevant links on your page, you need their owner’s permission. For that, you will have to do a good amount of outreach. Have someone experienced, preferably a local do it for you. This way, the room for error will be minimal. However, assist this person with the basics of SEO. Help them with the do’s and don’ts.

 

Hreflang:

A hreflang is a code that signals Google that a replica of your website exists in different languages so that Google can direct the user to the correct version based on the geography she’s browsing from. Using it can help you be more relevant to your audience with your international SEO strategy.

 

Use subdomains:

If you want to have your content available in multiple languages, it’s better to treat each translated version as a separate website. You can do this by using subdomains. This way, you can gather keywords independently of your parent (English) website (and by now you know that same keywords don’t work in multiple languages) In short, subdomains help you to rank for a keyword even if your parent website doesn’t rank for them.

 

Browser redirects:

Your translation efforts would be of no use if people still didn’t get to see their ‘preferred’ version of your website. What you need to note here is that their preferred version can be different from their native version. I am in India but I ‘prefer’ to browse the web in English, not Hindi. That’s where browser redirects help. Enable browser redirects on your website to map the right audience with the right content. Leaving this job to search engines and users is not foolproof at times.

 

Be available to help:

Making the content available in multiple languages doesn’t end your job with your international SEO strategy. You are going to have new visitors and they will have questions about your offering before engaging with you. Make sure that you help by responding to them in their preferred language (you can have freelancers do this for you). This way, you not only solve their problems but also create a sense of belongingness. People will be more likely to buy from you if they feel connected.

 

Conclusion:

Today, going global is more of a necessity than a choice. And if you’re doing it, make sure that you do it better than your competitors. Providing translated content isn’t enough, your goal of providing the best possible customer experience should still be on the list. After all, people everywhere are the same at heart, they’re just divided by language.

 

 

 

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