Most businesses still use search engine optimization (SEO) to market their brands and establish global recognition. However, success requires a more varied approach that targets specific areas. International SEO campaigns must adapt accordingly to individual locations. Each territory should go through analyzation for trends and usage practices. It may be ideal to use a mobile first targeted campaign in one area, but this type of campaign will vary depending on local practices.
Businesses that use local insights regarding technology usage, culture, and language to tailor SEO campaigns have a higher chance to increase profits through marketing. Opportunities continue to improve as the internet using population grows worldwide. Currently, there are more than four billion internet users that account for about 53% of the global population. Internet usage in Europe is high at 80%, but Asia is still in the midrange at 50% of internet usage, and internet usage in Africa is at an all-time low of 34%.
Opportunities are available as every year the population that uses the internet increases by hundreds of millions of people. Once on the internet, these people use search engines to search through millions of websites. According to BrightEdge, the searches are 49% direct searches and 51% organic searches. The web analytics website Statcounter reports that Google searches face competition in countries like Russia, China, and Korea despite Google’s Chrome’s share of 92% in global searches.
Using the same old SEO marketing strategies will not yield optimum results. Each market is different, and marketing campaigns should adapt to each region. A regions internet usage, preferences, and culture should influence a targeted SEO marketing campaign. Marketing campaigns should also change to accommodate trends such as personalized search results. The new shift for websites to Google’s Mobile First Indexing Processes has made everything more complicated. Keep in mind that Google is slowly transitioning sites to mobile first. This shift brings with it opportunities for integration between core searches and applications. These new trends make marketing difficult as communications should alter for consumers in different markets. International SEO marketing campaigns will have to change link usage, use of keywords, and individual user experience to reap the highest possible benefits.
Media and Consumer Expectations
Consumers are used to receiving targeted ads based on their recent internet searches. Consumers initiate an internet search when they are interested in an item and are thinking of buying it. It may seem impossible to merge a marketing strategy for a global campaign with direct consumer-targeted marketing, but this is not so. Marketing strategies that are used to reach an international market must take into account trends in local markets.
It is important when doing an SEO campaign in international markets to utilize available applications and technology. Each country has a preference for specific search engines, messaging apps, and social platforms. These applications and platforms are a useful tool to gather information regarding culture and technology trends.
Marketing internationally is difficult due to the language barrier. This language barrier cannot be overcome with translation software as it is subpar. Instead, use keywords specific to that language and local area to create a higher chance of success.