Is your business scaling to the global market?
That’s great! Optimizing your website content for the global audience should be one of your top priorities.
When your enterprise is expanding to cater to people outside your country, you need to modify a lot of things – the manner of your business approach and your online presence.
You need to adopt a global SEO approach that scales up what you’re currently doing. It’s not just enough to do a few keyword tweaks to include your new audience.
No, the basis of your SEO program and the team in charge of it has to expand and accommodate the changes.
So, how can you build a global SEO program that works?
Let’s find out.
Successfully Scaling to a Global SEO Program
With a global SEO program, you need to go through your existing SEO strategies with a fine-toothed comb to analyze and refine your process.
You would require to make a whole lot of changes in your current approach, understand the new market, what works and what doesn’t when creating this program.
It can be challenging and staggering at first. During such times, it’s best to let an expert take charge of the situation, someone who has done it already, to ensure that it’s a great success.
YellowFin Digital is a digital marketing agency in Houston that has worked on several globalization SEO strategies. We’ve worked with several businesses offering SEO services for companies expanding to the market in Houston.
When we work on a global SEO program, we adopt a few strategies to lay the groundwork:
Figure Out the Transition Between Various Locations
The regions that you’re expanding to has a significant impact on the SEO program.
While you may have an image of your target audience, you need to do some intense research from scratch to determine the change in the characteristics.
- What drives them?
- How different are they from my usual target market?
- What kind of alternatives are they using for my product/service?
- Why should they buy my product/service?
Answering such questions will give you a better idea of your target market for various reasons.
You should also know the search engines they’re using.
While Google has a major market share of about 92%, we cannot ignore the smaller ones.
For example, if you’re expanding to China, you should focus on SEO for Baidu since it’s the number one search engine used there with 74% market share. On the other hand, Google has only captured 2% of the Chinese market.
Similarly, analyze the search engines and the audience behavior in the regions you’re expanding.
Hire Employees to Handle New Requirements
When you’ve achieved product-market fit and are planning to scale your company, you need new hands on the deck who think at the pace of your company’s growth. You would need to invest in some employees who can handle large volumes of work and quickly scale the company’s practices to meet the demands.
When it comes to the SEO program, you need to have employees accountable for every major region. This way, you can stay on top of the development, keep an eye on the performance of individual areas and make quick decisions.
Unify the Widened SEO Choices
We understand that this is one demanding task, but it’s necessary to keep track of the progress.
Bringing together all the SEO strategies applicable for various regions you’re targeting should be the next move. Of course, you can prioritize the areas based on your market needs, audience base, ease of implementation or any other factor that suits you.
Once you have a condensed list of priorities, look for ways to create a unified global SEO framework covering everything. This framework would serve as the guide to conduct SEO strategies at different regions with the SEO best practices.
Creating such a framework would help you have a grasp over the SEO activities conducted over different regions and gather analytics on a common scale.
Apply Localization in Globalization
This may sound like an oxymoron. But you need to localize your SEO efforts to each region as a part of the expansion.
While you can sometimes generalize the characteristics of your ideal customers, you can’t assume that everyone is driven by the motivations to make a purchase. So, you need to localize your SEO based on the:
- The relevance of your product to that audience.
- Exposure to previous such businesses.
- The usual language used by the audience.
- Local keywords used to search.
- Usual places where the audience goes to search (search engines, third-party forums, aggregation sites, etc.)
It’s best to hire a local digital marketing agency in each location that has a better grip on your audience. For example, if you’re looking for a good company offering Houston SEO services, you can go for a renowned local SEO company like YellowFin Digital that has already worked in the globalization efforts of enterprises.
Scaling a company is a huge move – a decision that warrants enormous efforts to retain the exposure in the local online market and project it on a global scale. SEO plays a major role in reaching your new audience in the other regions, which is why you need a reliable global SEO program. This program should:
- Help in assessing how your company can adapt to the global market
- Contain the market research of individual regions
- Detail the new employee requirements to manage the increase in workload
- Unify the spread-out SEO strategies from different locations
- Give space for localization of SEO based on the regions.