Expanding into foreign markets through a strategy of International SEO represents a crucial opportunity for any company wishing to increase its turnover. In the current context, the digital world has become a central element, with the digital export which is also influencing how a new supply chainsincreasingly advanced as it is integrated with the most innovative technologies.
However, the presence of numerous competitors makes it essential not only to have a multilingual website, but also to optimise it to be easily found by an international audience. This implies effective interaction with search engines. In Italy, for example, the87.84% traffic search comes from Google, highlighting the dominance of this engine, similar to its prevalence in many other countries.
Therefore, search engine optimisation on a global scale has become indispensable, constituting an essential tool to overcome these challenges and reach new customers, expanding business beyond national borders.
International SEO (Search Engine Optimisation) consists of a set of techniques designed to optimising the positioning of a website in search engines (Google above all) for different countries and languages.
It is no longer just a matter of translating content, but of adapting the entire site to the needs, habits and search behaviour of one or more foreign markets, to reaching the target desired.
Factors such as location, cultural differences and the use of local domains are crucial for search engine rankings in each region. In today's globalised environment, where more and more people make online purchases from different countries, a strategy International SEO well-defined has become essential.
According to a study by BrightEdge, the 68% of online experiences starts with a search on search engines. If the platform does not appear among the first results, a wide margin is left for competitors and this can undermine the export strategy decisively.
The challenges of international expansion without optimised SEO
AND important to examine in detail the issues that may hinder expansion abroad without adequate SEO optimisation for international markets:
Implementing an SEO strategy targeted at foreign markets can bring significant benefits to a company, effectively aligning with the market research. As stated Roberto SerraSEO expert: "The Internet has democratised access to global markets." The web is not just a sales channel, but an ecosystem rich in opportunities to build brand awareness and interact with customers from different cultures. However, country-specific approaches are crucial.
Let us examine the main benefits this strategy can offer:
Proper SEO optimisation allows you to intercept more searches from potential international customers. The more users find the site via relevant keywords, the greater the number of qualified visits.
By analysing market- and country-specific keywords, it is possible to make the site appear in search results precisely when customers are looking for similar products or services. Relying on aexpert agency in keyword researchand writing appropriate content to highlight them consistently, can be decisive in optimising the offer and increasing conversions.
A site optimised for the International SEO not only attracts more visitors, but also offers aimproved user experience. Localised content and intuitive navigation increase customer satisfaction and the likelihood of foreign market penetration.
Create localised and specific contentas landing pages with well-structured calls to action, allows visits to be converted into useful contacts, generating new leads and business opportunities that are maintained over time.
Ranking among the first search results not only increases the visibility of the site, but also contributes to strengthen the brand image. A site that appears frequently among the top results conveys reliability and professionalism, improving consumer perception, both at home and abroad, where local credibility or word of mouth cannot be relied upon.
One of the main advantages of SEO is the possibility of obtain measurable results. Through analysis tools, the performance of strategies can be monitored regularly and adjustments can be made to improve positioning over time. SEO requires constancy, but the benefits can last for a long time, unlike paid advertising campaigns, which offer visibility only for the duration of the campaign and do not always achieve the desired results.
After realising the advantages of the International SEO, it is essential to explore some essential practices to implement an effective strategy:
Not all countries use the same search engine and, above all, not all search in English. According to a study by Statista, Google dominates the global market with a share of more than 90%but there are exceptions, such as in Russia, where Yandex is the leader. Adapting the strategy to local search habits is therefore crucial.
It is not enough, as we have said, to translate the texts of the site in order to consider it adequately optimised on the SEO side on a global scale. It is therefore necessary adapt content to cultural specificities of each target country. This includes the choice of images, cultural references and even adjustments to the tone of voice used in the content.
Ensuring that the site is optimised for mobile devices is crucial, as an increasing number of users access online content via smartphones and tablets. A mobile-friendly site improves the user experience and consequently also the positioning
Use structured data, which are a standardised format for organising information on a web page, helps search engines better understand the content of the site, thereby improving visibility in search results. This can include elements such as reviews, events, product sheets and other information relevant to the target audience.
Another important aspect concerns the structure of the site. To improve your ranking in foreign search engines, you might consider the use of specific top-level domains for each country (.fr for France, .de for Germany, etc.) or specific subdomains (e.g. fr.tuodomain.com). This technique helps Google to understand for which audience the site is intended, and to direct it accordingly.
Building a network of quality links from influential sites in target markets is essential to improve the authority of the site and its ranking in search engines. Collaborating with local partners and obtaining mentions on influential sites can strengthen the online presence.
SEO is not a one-time strategy. It requires constant monitoring and regular updates according to changes in the market and the search engine algorithm. Measuring performance, via Google Analytics or similar tools, allows the strategy to be fine-tuned in the process.
Studying the national and international competition can provide valuable information on how to improve one's SEO strategy. Analysing their keywords, content and link building strategies helps to identify opportunities and areas for improvement.
An international SEO strategy must be considered a key element for business success. If the goal is to expand business abroad, SEO aimed at the foreign market is no longer an option, but a necessity. Optimising your website for global markets allows you to increase visibility, increase qualified traffic and improve your positioning in target markets, intercepting the most favourable users.
Rely on experienced professionals can make a differencetaking the business to a new level of expansion beyond the borders of their own country.
Octagona, a leader in internationalisation and business strategies such as the digital export marketingis able to support the company in implementing a strategy of International SEO effective.
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