Are you a small business owner looking to expand your sphere of influence?
Although most SEO experts may tell you that the best way to grow your business across borders is to start a blog in the new language or to make sure the products on your website are available in the new language, this isn't always the case.
International SEO is a sophisticated practice done by experts in the field. Companies need to be prepared to make big changes in order to truly be successful in the global marketplace.
Below are three of the biggest mistakes to avoid in international SEO.
1. Translating the home page only
Translation is a big part of international SEO, but failing to make sure that you are optimizing the landing page can be a costly mistake.
Often times, a website's homepage will be translated using software, and the translation may look incorrect when compared to the original content. In addition, Google prefers that pages are in their original language.
This means that a lot of information or keywords may need to be added back into the home page in order for it to perform well for certain search terms. The landing page should also have some element of localization as well.
This means taking out any references that would make sense only in the country where the company is based. This includes any references to currency or phone numbers .
2. Submitting URLs without proper anchor text link analysis
Submitting a URL without proper anchor text link analysis means that the search engine may not be able to understand how useful or relevant the web page is to user's query.
This can lead to lower rankings for the site and increased competition over time. It's important to submit URLs in a way that makes sense for the particular country where you are based as well as for the language of your website.
Anchor texts should be analyzed with tools like SEOmoz Toolbar, which help in identifying whether there are any keywords in anchor texts or other words that can help boost rankings.
3. Failure to understand the local market
A lot of international SEO involves a lot of research, planning and execution. Failure to understand the local market could cause search engine rankings to suffer.
It's important to put yourself in the shoes of your customer. This includes looking at current search trends, making sure you are using all available localization properties, and understanding what makes people use Google to search for your product or service.
A survey of competitors will help you know what products or services users aren't finding through their current searches – this can help you better position yourself in the market.
In addition to the big three mistakes listed above, it's important to remember that every country has different rules when it comes international SEO. Understanding these rules early on can help you avoid many of the issues that you may encounter down the road.
International SEO is a complex process involving complicated algorithms and an understanding of languages, translation and culture. There are companies who specialize in international SEO, but for a small business owner this can be an overwhelming task.
If the steps outlined here sound too difficult – or if you have no interest in hiring an SEO firm – it may be wise to pass on going down the international route. While there is money to be made, it's important to know your own limitations – and stick with what works best for your company.
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