SEO has become an integral part of a marketer’s role; and increasingly business people from all departments are recognising this. Yet many business decision-makers are only willing to spend money on SEO locally – even those who have a large international presence.
Perhaps they don’t realise that SEO needs to be optimised for individual territories?
What actually is SEO and how do we optimise it?
The basic definition of Search Engine Optimisation I was taught at University was ‘tactics to improve the visibility of a website within unpaid search engine results.’ So what are the tactics involved in doing this? Don’t be fooled into thinking that it is only done through the use of keywords. Here are just a few areas Google outline in their basic guide to SEO:
- Improve structure of URL’s
- Make your site easier to navigate
- Offer quality, content and services
- Write better [fusion_builder_container hundred_percent=”yes” overflow=”visible”][fusion_builder_row][fusion_builder_column type=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”no” center_content=”no” min_height=”none”][Please elaborate Mr Google!]
- Optimise use of images
The one thing that has never made sense to me is the fact that many businesses are willing to spend money on SEO for their domestic market, yet, sometimes overlook the need to do the same in foreign countries. Which does not make marketing sense, right?
I am constantly asking the question: ‘Why spend, time and money trying to sell to international customers if you can’t be found easily? It is common sense to make sure you have SEO on all translated websites. Not only can it increase sales, but it can also reduce cost of sales, through a reduction in hard selling.
How do I crack multilingual SEO?
Multilingual SEO is extremely specialist. Your multilingual SEO expert needs to have an understanding of your industry, to have cultural sensitivity, linguistic ability to broaden your search scope as well as time. Time to do the proper SEO research, to trawl sites, play with words and start pointing your potential customers towards you.
You are probably wondering why they need such a broad spectrum of skills. Well take the word ‘cheap’ for example. Think of all the synonyms of cheap; competitive, economical, low-priced, reasonable, bargain, cut-price, reduced, steal, inexpensive.
When your customers search for the product a variety of terms will be used:
-“Cheap car insurance”
-“Bargain car insurance”
-“Low-priced car insurance”
-“Economical car insurance”
Some terms are more appropriate and popular than others. Your SEO expert will need to understand the current trends of his or her own country, as often, new slang words can quickly spread. Just as you wouldn’t get native English speaker to translate into French, you shouldn’t get a non-native French speaker to SEO for the French market.
Without this up-to-date specialist knowledge, you won’t get the required search volume to optimise your sales strategy.
So, 3 key things:
- Multilingual SEO is growing in importance
- If you have international customers, multilingual SEO is key
- Be sure to use the experts the same as you would for your native SEO
Dialogue offers full international SEO, multilingual content and PPC services for full web optimisation on Google, Bing and other local search engines including Yandex. We will get the key words right for you in each language to boost rankings. By either taking an existing list of researched keywords in the current language of your site and localizing them. Or through creating a brand new list based on the content in place you want optimised.
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