Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

ISEO: 4 Steps to Reach Foreign Markets with an International Website

December 15, 2010 By Liz Elting
Get the Flash Player to see this rotator.
 
In this age of global business, engaging only one nation’s consumer base is a sure way to plateau revenue and growth. Customizing your website to suit the linguistic needs of each international market can result in significantly increased Web traffic, as well as increased revenue per order and improved international brand recognition.

However, merely translating a U.S.-based website into another language isn't enough to take advantage of the potential in foreign markets. Tapping revenue streams from across the world requires a combination of website localization and International Search Engine Optimization (ISEO). ISEO is a key ingredient to success, and it’s attainable for any company willing to embrace four important guidelines.

1. Use ISEO as a Web Foundation
Though companies might be tempted to start with website development first and optimize later to keep initial costs down, there is little value in developing a website that is not optimized for ISEO. Instead, use optimization best practices to guide your company’s entire content development and site-architecture strategy. Today’s search algorithms place a great deal of emphasis on how quickly a page loads in a particular market, how many other reputable sites in the market and industry link to it, and the extent to which the content addresses what a user is seeking. It is important that you build your sites with this in mind:

  • Free your code from unnecessary information that will delay page load times;
  • Build proper alt image tags and anchor text;
  • Create links with reputable in-market sites; and
  • Develop content relevant to your target audience.

Only when optimization and design are done in conjunction can a business clearly answer the question, “Have we created a site that will attract customers and appear prominently in search results?”

2. Choose Your Words Wisely
Copy optimization and proper keyword selection should be priorities for companies moving into foreign markets. It is vital in website localization projects to validate keyword choices before going live in other languages. Adapting communications for other cultures must be handled carefully by people who understand the nuances of word choice and connotation in any given language. Step one is to make sure the linguist tasked with the job is a native speaker in the area you are targeting.

Ask that professional to put himself in the position of the user. What would he search for to find what he’s looking for? For example, if you are trying to sell desk chairs in China, the linguist should imagine that he is a company looking to buy chairs. What would he search on to do this? It can be a taxing process, but settling for anything less puts the effectiveness of international campaigns and SEO at risk.

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON SEARCH & SOCIAL MEDIA >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy.  Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. ...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: