Brands out there searching for opportunities abroad to merge with the international market need to tweak their search engine optimization strategy and content for the international markets they are interested to enter, which can be a hassle. Depending on Google Translate to translate your content into different languages will not be enough, given the complexity of many international languages and colloquial words/phrases.
In a recent Funnel B2B marketing conference (Digital Marketing Agency, Econsultancy), a Search Engine Optimization expert gave three tips for changing websites to adapt with international markets.
First of all, analyze the new market to check whether the product will be competitive and that your product and service would be required there. You can start with Google’s Global Market Finder Tool as detailed information can be found based on the keywords entered. The results are prioritized by opportunity on the basis of local searche volume along with the suggested bid price. This is definitely a good starting point if you are aiming for planning global expansion. That's not it, read on...
As soon as the new market has been identified, the next step is to translate the whole website into the local language of the targeted market. Unfortunately, this is an expensive way. You can look into a better strategy with your expansion needs and focus to run a pay-per-click (PPC) campaign (Adwords, Microsoft AdCenter, etc.) which will send traffic to a minipage, or a localised ‘landing page’. Do not depend on Google Translate for your business needs as a small mistake within your content can send clients away and even worse, cause a bad reputation.
If PPC campaign from the step above shows that there is a good demand for your products/services in that local market, time to move to the third and last step, which involves building a good and lasting footprint with good quality of translated content along with SEO strategies for organic traffic from that local market. You will need to start translating your website into the local language, with SEO teams and translators working with each other to avoid any conflict or trouble.
RINSE AND REPEAT
Now search for more markets and expand your business' exposure to reach as many people as possible to succeed and prosper.
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