Global SEO can extend your reach

The Web by its very nature is a global network, making communication with other countries nearly effortless. Search engines echo this characteristic, cataloging the Web without regard for borders.

This presents companies with the opportunity to gain exposure in international markets, with a degree of ease that is unavailable in any other medium. A well-planned search marketing campaign can help achieve that exposure.

Gauging the market is the first step

Any campaign should start with a strategy phase, where target countries are evaluated for their potential as a source of search engine traffic. The goal is to estimate resources needed to promote within each country, as well as to uncover other potentially lucrative markets.

Translate – but also localize

Online users in other countries, first and foremost, are interested in content written in their native language. However, content planning for global sites goes beyond a simple translation of the site.

Searchers in other countries often prefer to search using words and phrases that may not be direct translations of their English counterparts.

The key is to formulate a list of targeted keyphrases for each market. That list then becomes a guide to the localization of content, and to promoting that content through search engines.

Countries that share a language

Because search engines are language-based, situations arise where a website from one country may be displayed on search engines from other countries. This can cause a number of problems: prices in the wrong currency, product lines that aren’t available across all countries, or legal restrictions on certain products.

Selective use of search engine submissions, site coding, and paid placement purchases can be used minimize "spillover" into non-targeted markets.

Translating theory into practice

NCC consultants can offer a wealth of international search experience, having conducted campaigns in a variety of industries, for both B2B and B2C markets. We have worked with localization/translation agencies to improve site content for search engines, while retaining the marketing tone - the "voice" – of the original site.

Contact NCC for more information.