When dealing in multiple markets, it is important for a company to have the ability to adapt to the geography, culture, consumer behavior, and language. These are all factors that influence whether infiltrating a new market will prove profitable. For online companies, the concerns are unique. For instance, it is imperative to ensure a website is optimized for search and technically sound. When dealing in different markets around the world, you must overcome global SEO challenges. Through multilingual SEO strategies implemented by experienced search engine optimization services in Toronto, a company’s website can successfully grow in an international marketplace. Below are the top 10 best practices:
- Optimization goes beyond Google – Optimizing a website for Google is not enough when playing on a global stage. If the desire is for a Chinese site to rank in China, localized search engines need to be tracked and the website optimized for those search engines. There is no “one size fits all” on the global stage, and good search engine optimization services know this.
- Local buying culture – Local buying culture must be understood. User behavior in France is different from user behavior in Britain. Conversions, metrics, and sales processes may be different, and they must be understood.
- Character recognition – A website should be optimized with UTF-8 characters so that keywords aren’t misused. If character recognition fails, then a site may not be able to rank well within its target market.
- Language menu integration – It is good to build a website with translation in mind, but it is also good for the site to have a language menu. This menu allows visitors to click on the flag for the country they are visiting from so they are taken to the right content.
- Content quality is a must – It is important for search engine optimization services to ensure content is high quality throughout all localized websites. Content shouldn’t be too thin. The effort put into the native site should go into the localized sites, as well.
- Scope out the competition – Competition can vary in other countries. In the United States, a company may have dozens of competitors. In another country, there may be no competition for a product or service.
- Some markets are not SEO savvy – Because there are some markets in the world that aren’t as savvy in SEO, search engine optimization services can get a leg up on the competition. One way of doing this without being physically present in that market is to have representatives in those areas gathering information.
- Cultural assessment – It is good for a website to go through a cultural assessment that identifies any translation or content issues. Cultural sensitivity is also very important here.
- Link authority in local markets – Every market’s website needs SEO fuel from quality inbound links.
- Deep linking structure – Like-for-like pages need to be linked to one another as visitors switch between languages. This is good for SEO, but it is also good for user experience.
It isn’t easy to create multilingual websites and implement an SEO strategy for each, but doing it wrong can be a money pit. When the plan is carried out carefully, a company can see international success through its website. It takes time, patience, and a strategic approach.