International Search Engine Optimization: What You Need to Know Now
In an age when consumers around the world are increasingly comfortable shopping online, it no longer makes sense to build a website based on the needs and expectations of consumers in just one nation. Doing so is a sure way to plateau company revenue and growth.
Until recently, only the largest companies could afford to invest the necessary resources to localize their websites — and even they didn’t always do it well. Today, harnessing the power of the internet to globalize business initiatives and increase revenue streams is more viable for more companies. For businesses of all sizes and in all industries, international search engine optimization (ISEO) can help attract customers in numerous foreign markets.
Here are five questions you might have about ISEO, and five answers to help your company get started:
1. We employ SEO strategies. Why do we need ISEO? SEO is just as important in foreign markets as it is domestically, and it demands comparable attention. Customizing a website to suit the linguistic needs of each national market can result in a significant increase in 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 potential expansion into foreign markets. ISEO is a key ingredient to success.
2. We’d like to expand globally, but we’re thinking of saving ISEO for a later project. Can we approach localization in stages? Everyone wants to keep costs down, but piecemeal web design isn't an effective way to meet that goal. ISEO best practices should guide your company’s entire content development and site architecture strategy. Otherwise, you're building a website based solely on what looks good rather than what conveys the most accurate information. Only when ISEO is done in conjunction with the design of a foreign site can a business clearly answer the following question: Have we launched a website that will attract customers?
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