The Potential of International SEO

The Potential of International SEO


The Potential of International SEO

25.09.2013


In order for businesses to remain visible online, SEO is the number one priority, and its effectiveness can never be underestimated. Today with the world moving towards globalisation, the potential for international SEO is increasing rapidly. Businesses no longer just want to be found locally; they need to be accessible to the world as a whole.

When you start optimizing your website for other countries or languages you cannot just translate your existing web content. There are several crucial steps to kick-start your international SEO campaign.

Be realistic

Before you start, think about the realistic scope of SEO that you can afford. It is always advisable to focus on a few crucial countries that already offer potential revenue; perhaps thanks to existing clients and connections, otherwise you may end up wasting valuable time and resources on countries with little SEO impact for your business, with no way for the sales to out way the investment.

Identify the International SEO potential of your website

At first you should find out if your website has international SEO potential.  You can use Google Analytics to view your site current traffic from other countries and languages and Google Webmaster Tools or SearchMetrics to check your website’s organic search visibility from other countries. When you have identified the top ranking countries, you can start to try finding relevant keywords in each language using Google Keyword Tool, Google Trends or Baidu Index.

Target an international web audience

A basic yet important prerequisite is understanding the specific behaviours, preferences and culture of each country. The best way to manage this is having native speakers to help, but other case studies like Digital Life from TNS Aisa or Google Ad planner can help you. You should research your international competitors as well; for this purpose you can try to use SimilarWeb, Alexa Top Sites and other such tools.

Develop an internationally optimized site

You need to decide whether you are going to target new countries or languages. Generally it is possible to say that if there is not enough traffic and conversion potential to target each country you should focus on language targeting.

You should not use cookies or scripts to show your language or country version of website in the same URL, they must have their own web structure for being easy crawled, ranked and indexed. Web structures website.com/cz or website.cz are better than cz.website.com, which require more technical resources to become visible on international search engine results pages.

Grow international search popularity

To be more successful than your competitors you must understand their link building strategies, and there are tools for link popularity analysis such as Social Crawlytics, Site Explorer and MajesticSEO. Try also to determine an existing popularity gap. You also need to provide your international audience with the most popular social networks, topics of content of topic and style of communicating that are relevant to them. You can use FolloerWonk, Topsy or Simply Measured to gain some insights on these.

Once you have determined how to better your competitors and to capture your worldwide audience you can start to build the popularity of your pages abroad. Effective link building campaigns are a great way to begin: try Buzz Stream, Google Alerts, Cognitive SEO or Link Prospector. The key to international SEO success is to consistently channel your efforts, and make adjustments to your campaigns to increase their potential.

Conclusion

International SEO success can be difficult because of the sheer quantity of countries and languages in the world, but when done effectively international SEO offers a stunning gateway to new customers, new leads, and a huge advantage over your competitors. Do not forget that any SEO campaign takes time and effort, but when the results do begin to show you will be certain to see a true return on your investments. 

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