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When positioning the website, it is worth determining in which browser the results should be displayed and to which country the optimization activities are aimed. We can do it locally, then the website will be displayed, for example, in the city, but we can also invest in international positioning , which is becoming more and more popular for various industries. However, it depends on the country in which we will perform them, and thus – we need to know its specificity, language and customs. So how do you do it?
5 principles of international positioning
When directing your activities to other countries, you should pay attention to the features, culture, language, as well as aspects related to the differences in the reception of the website or the search engine. By adjusting positioning to the basic principles, we can expect effective results. Sensing consumer needs in a different market, adapting to recipients and meeting their needs would not be effective if we did not know the ground.
Every country is positioning
It looks different everywhere. The choice depends on the search engines, their popularity, keyword and phrase competition, and different ecosystems. In country A, optimization of the website for SEO will work, and in country B it will be much more effective to use links and referring to the page from other websites or building a social media strategy. So if we want to position ourselves internationally, we need to know the best methods for a given country and follow them, otherwise all activities will be for nothing.
Language is important
Focus on site languages; remember that in another country they will not use Polish, and sometimes even English. It is important to adapt phrases and keywords to the language that is dominant in a given country. However, that’s not all, because the content itself should be translated or rewritten by a person fluent in the appropriate language. Translate texts, descriptions, links and meta descriptions, do not forget about anything, as it may cause a drop in search. Intuitive language switching on the website will be an additional visual advantage and will certainly improve the user’s experience. See: Ads for online stores in the search engine – how to create them and how to combine them?
Various search engines
Since we have a choice of languages, so do search engines. Google will be the most popular for us, but this does not mean that users will also use it in other markets. For example, China, which mainly uses Bing, also has its own social media channels (RenRen instead of Facebook, Youku instead of Youtube), Russia, which has Yandex and, interchangeably, Japan and the US – Yahoo. This means that each of the search engines has different tools and methods of website positioning, so in this case what we use in Poland will not work in most cases on the foreign market.
It is important to add links in the same way as to Polish websites. If we are working on the French equivalent of the site – we provide links from French sites. Unfortunately, there are times when Google may confuse it with another page and display it in a different country, instead of the original one. It is important to keep this in mind.
Also remember that writing in English or Italian cannot be finished. Technical aspects, such as country targeting, domain selection, address structure, or geo-targeting are also part of foreign SEO .
Foreign and domestic SEO includes a number of stages. First of all – we should define the target market . What is important is demographics, language, the type of consumer that will perceive our site and the benefit it will gain by entering our site rather than a competitor. The key issue, especially for online stores, is the fact that someone wants to spend money on their product, so positioning should be done for the benefits of a given product. Competitor analysis is related to this – identifying any potential competitors that could outperform your site’s ranking is critical. Thanks to this, we can choose the right phrases and keywords, optimize the website and texts to stand out for several positions.
Be aware of the differences . What worked in country X may not work in country Y, so good research is needed before you start developing a strategy. Thanks to a good analysis, you can strengthen your position or reposition according to the new guidelines. Similarly to the Polish market, foreign SEO, there are smaller and larger changes, we observe what is changing, what is checking and what is not, and on this basis we can implement actions to improve the positioning of our website. See: What is eCPC?
International positioning – challenges
One has to be prepared for the fact that despite the common characteristics, each country brings different challenges. Both changes in technology and the perception of users can be problematic, changing with the upcoming trends. They don’t appear all over the world at the same time, sometimes they are long-term processes that need to be adapted to. This reflects the culture, economic influences, language and also the marketing environment. Changes in technology and their development have a great impact on international positioning. Certain issues need to be regulated and updated with the news in order to maintain your position. Reception of usersconnected with current trends can also harm or improve the situation of your brand. It is important to stay up-to-date on every aspect, even if the work will be a trial and error.
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