Search engine optimisation or SEO is an integral part of internet marketing. In the simplest terms, SEO is adjusting your website so that it appears higher in the list of search results when someone searches for a product like the one you sell. This is extremely important for competitive businesses, and companies that specialise in SEO have become mainstream in the industry.
An internet presence enhances a firm’s international strategic orientation and forms a core part of any marketing campaign. Many businesses are operating entirely from the internet, without any traditional brick and mortar store. This makes understanding website ranking all the more critical.
Websites are ranked according to how search engine algorithms assign them a value. Having the highest value, and thus the top position in a search can have a significant effect on the success of a business. Search engine companies consider their algorithms to be highly confidential. If it became known to the public, the potential for abuse would be extraordinary.
SEO has virtually become a science to website marketers. In the 1990s, website rankings could be easily manipulated. This led to significant abuse by marketers, but search engines responded by developing algorithms that filtered potentially junk websites. One of the ways they measured a website’s value was by tracking the incoming links from other sites. Many links from popular sites meant that a site had more value than one with fewer links, but marketers soon figured out how to abuse this as well. Then, search engines introduced the concept of authority: links from well-known and long-established sites carried more weight than links from popular websites. This went a long way towards preventing search engine abuse, and this system is still in use today.
Marketers who want to enhance their websites should look at a few of the common areas that search engines use to determine a site’s value. Rich information is essential, along with relevant keywords that you want your site to be associated with. Keywords are the words that a customer is likely to type into a search engine when they are looking for something. You want to try and add some of these words to the text on your website. The density of keywords is also critical, too many and the site will look like spam, too few and the site may not be associated with them. Finding the right mix is an art.
Keyword phrases are also important. These are phrases made up of two or three keywords that narrow down the subject of your website and further demonstrate authority on the subject. For example, if the site is about bicycles, the main keyword is bicycles, and some keyword phrases may be “bicycle tires,” “mountain bike saddlebags” or “bicycle pump.” Generally, the more specific the phrase, the better.
SEO is an ongoing process that must be re-evaluated regularly. Search engines are continually updating their algorithms and marketers have to pay attention to keep up.
How to Create a SEO Strategy That Generates Highest ROI?
When we talk about Global SEO, we refer to marketing our products/services on a global level, to international customers. So, if you own a business that provides global services, global SEO is something you should know and learn about.
SEO has grown a lot in the past couple of decades, both in terms of strategies and reach. No longer businesses are satisfied by promoting their services in local areas only; they want to expand their reach. And what is a better way to do that than the internet? The internet and social media can give your online/offline business the much-needed exposure and take it to the global platform.
The ongoing growth and reach of the internet have motivated both business owners and SEO executives to expand their services beyond regional boundaries. However, doing SEO for a global business is somewhat different than SEO for a local business. So, if you’re looking to promote your business through Global SEO, we suggest you to hire a Good and experienced SEO Company who know how to generate the highest ROI in their SEO Campaign, we will here teach the best way to build a strategy for the same.
Creating a Global SEO Strategy
The target of your global SEO strategy should be clear – to market your business on a global platform to a global customer and to expand the reach of your business to multiple countries. Here’s how to do that.
One of the best secrets to promoting your business well globally is to focus on building yourself as a brand. Ever wondered why most people go with Apple or Samsung when they have to purchase a new smartphone? Because these are brands. And no matter what country the buyer is from, he/she is familiar with these brands and will, therefore, gladly buy their products.
You should also aim to achieve that kind of reputation for your business.
Here’s how to rank well and become a brand globally.
Localize Your Business By Translating Your Content in Multiple Languages
To start with, you should translate your website to be available in multiple languages so that visitors coming from different regions can easily read the information. For this, you can either conduct a research of all the potential locations your website gets traffic from or you can choose the top languages across the globe.
Make sure that your content is ready for the audiences in each region you wish to promote your business in. Translating your site in multiple languages should be the first thing to do, for which you can consider hiring an expert editor who knows the local region, understands their language and the market.
Your website content for a specific region should be written for people in that region to make sure that they understand it and accept it as it was written for them only.
Once you’ve generated multiple (language) versions of your site, the next thing to do is tell Google about it. This is crucial to make sure that Google does not simply disregard your content as duplicate or shows irrelevant content for a country. The best way to tell Google about your website versions and which version to rank for which keywords/location is to hreflang code. Take the help of Google to check out how that works.
Optimize the Website Content for Local People in Each Region
Since SEO has become quite competitive now, simply translating your website may not be enough. You’ll also have to optimize your content according to the local markets. For instance, you should do keyword research to find all the popular terms people in a specific region are using and then optimize your content accordingly.
To be able to market your business properly in a specific region, you should be able to find and use the keywords that are popular among the people speaking the regional language. For this, you can use any keyword research tool to get ideas for new keywords and key phrases.
Once you’ve all the right keywords, you can not only translate & optimize your existing content more effectively for the target markets but also you can create new content according to the specific needs of customers in those markets.
Link Building through Outreach
Outreach emails are probably the best way to gather genuine and relevant links to the local version of your global site. The best thing about international targeting is that link building is easier here because of the available languages.
Make sure that the person doing the outreach knows the languages as well as understands the target market. You can use the same person who did the translation job for your website.
Other than email outreach, you can follow other good link building techniques such as blog posting, guest blogging, commenting, forum posting, etc. Just make sure to build a solid strategy before you get started.
Also, try your best to avoid spam or paid sites for building your links. You can do well by focusing on genuine links, as these markets are relatively less competitive.
Choosing from Subdomains vs Subdirectories
Another thing that you might struggle with when creating separate language versions of your site is choosing between subdomains and subdirectories.
If you go with the common point of view, subdirectories are better in terms of ranking because the overall authority of your website is maintained throughout its subdirectories.
However, some experts, including the likes of Neil Patel, believe that subdomains are better than subdirectories, as they are easier and quicker to rank. Moreover, they will give your visitors the impression of a separate site rather than a different language version of a parent website. Alternatively, you can consider having a separate, country-specific domain for each version to which the respective subdomain can be redirected.
Setting up Automatic Redirects for Your Site Visitors
Once you’ve created separate language versions of your site and made them live, the next thing you need to do is redirect users to their preferred version. Here’s how it is done.
For this, you need to set up hreflang codes on your main site. The code will automatically analyze the location of a visitor and based on that will forward them to the relevant language version of your site.
For instance, if someone is visiting your site from Barcelona, the code will interact with the visitor’s browser to find their preferred language. If their preferred language is Spanish, they will be redirected to the Spanish version of the same page that they were originally browsing.
While forwarding people to their preferred language versions will do good to your online reputation, it will also help you get better rankings by making it easier for search engines to recognize country-specific versions of your site.
Focus on Building a Brand by Building Communities Globally
People will remember your name (or your brand name) only when you have something extra to offer, something which is no one else is doing. This is where engagement can make all the difference, and what’s a better way to create user engagement than building communities.
You can start by replying to your blog comments. Even if you do not speak a regional language, seek someone’s help but do reply to all the comments. Users love it when a brand takes their suggestions or questions seriously.
Second, you should start promoting your posts extensively on social media to people in all your targeted regions. Facebook ads are the best tool for this, as they let you filter the target audience by location.
If possible, do some offline marketing by hiring teams in specific regions where your business exists. Conduct webinars and conferences to connect with your target audiences in distant regions.
Once you’ve tried everything mentioned above, you should start seeing results for your global business, in terms increased traffic, leads and rankings. However, this may take time, the same way it does for normal search engine rankings. If you’re doing everything right, you can expect to see visible results within 3 months or so.
Besides the above things, you should particularly focus on optimizing your mobile site or mobile version of your site for a better user experience. For instance, the page load speed has a great impact on your site traffic, conversions as well as rankings.
Make sure to leverage the internet benefits to expand the reach of your online business, products and services to a global market. If you stay confined to just your local region, your competitors providing services to an international audience will surpass you.
Have a question or suggestion for us? Write in the comment section below.
Amit Gupta is the CEO and founder at SAG IPL, an India-based technology firm providing a range of service/software solutions in the web development, design, app development, and SEO industries.
Is My Website’s SEO Too Complicated For Me?
This question is asked commonly by owners of small and medium-sized businesses. SEO can seem a little daunting at first, and it can be tempting to throw some cash at a professional firm and move it off your plate. As people consider this option, they begin to realise how expensive it can be and how many of these so-called professional optimisation firms utilise black hat tactics that can do more harm than good. Outsourcing the job and hiring an in-house professional can both eat up an advertising budget like a fat kid on a chocolate bar. As the notion of really taking the reigns of a business’s future sets in, people start to worry about their lack knowledge on the subject and work themselves into a frenzy over what they perceive the SEO drive to be about. That is when they start asking, “Can I do SEO for my website on my own? Am I capable of figuring this out successfully without driving my business into the ground?” The answer is probably so, and here’s why.
A Growing Child
Your business is your baby, and nobody will care for it as you do. SEO can seem a bit overwhelming at first, but it isn’t as complicated as people make it out to be. Just like starting your business, it’s only as hard as you make it. Put forth the effort and do the research. You will be successful and save yourself a ton of dough in the process. It can be time-consuming in the beginning as you learn your way, but it gets better with time and experience. Besides, if you are going to be successful, you will eventually need to learn this anyway.
Start With The Basics
The most common objection to handling SEO is that it is too hard to keep up with the continual changes. Well, that is both true and false. Yes, some aspects of optimisation do change often but the fundamental basics are always the same. The essential elements of SEO do not change, and you only need to learn them once. They will become second nature because they are always the same. Once you have them down it will be easier to pay a little more attention to the key factors that do change. There are a lot of free resources on the internet to help you get started. Google has a free tool for keyword research, and it performs better than most of the paid tools.
Basic Principal Factors
The principal factors will get you off and running on the road to optimisation. SEO comes down to four critical factors and branches out from there. The first element is crawlability. The search engines need to be able to find and crawl your site so that it can be indexed and returned in query results. The second element is the site structure. The architecture of your website should tell the search-bots how to organise and prioritise your content. Next is keywords, which will tell the world and the search engines what your site is all about. The last critical element is your website’s SEO is backlinks because they inform the search engines that the content on your site is credible. Backlinks give your site proof of credibility, authority and knowledge in your industry.
Once you have mastered those four critical elements of your site’s SEO, it is well on its way to being optimised. The rest is just icing on the cake. As you learn about each fundamental element and how to apply it, you will start to branch out. For instance, as you learn about keywords, you will become familiar with long tail keywords which will lead to semantic longtail keyword phrases. Handling your website’s SEO is undoubtedly doable. Don’t let some foreign company convince you that it’s too much for you to manage. After all, you are smart enough to run a business.
WordPress: Three Advantages of Using It for Your New Website
The vast majority of businesses these days need to have a strong web presence. At the very least, this means having a top-quality website that customers can either buy your products from or find out more about you. Some of the most reliable brands also have social media channels and do some other things in the digital world. However, the subject of this article is purely based on your site and the reasons WordPress is the ideal solution.
It’s easy to use even without technical knowledge
It’s true that there are some different drag and drop website builders around these days. However, many are limited in what you can do with them. WordPress is both easy to use and also a robust product. Once you have installed it and set your theme, the entire site can be edited without any need to change the code. Switching between themes also provides an ideal and easy opportunity to overhaul the look of your site.
Plugins offer so many options for optimisation
Your business website may need various functions, and WordPress plugins provide this customisation. The underlying theme gives you the foundations of your site but may not offer additional features you may need. Some examples include adding Google Analytics, contact forms or e-commerce options. Plugins allow you to add almost anything to your site without editing code and many are also free to use.
Adding content is easy through the content management system
As mentioned, there are other website builders available. WordPress though is virtually free when combined with a domain name and hosting account. Despite being free, the system is more advanced than many other website builders. This article has already covered the thousands of options for themes and plugins that stand it apart.
However, that’s only the beginning because it’s the content management system that makes the real difference. Once you have your site set-up, you can effortlessly add new content to your blog. Not only that, you can add new users to your site to allow them to submit content without having access to change your site in other ways. This functionality makes WordPress the best solution and is ideal for any site that publishes a lot of material.
There are various benefits to using WordPress, and this article has just taken a look at some of them. Coding is only something that a select few people can do, so it’s crucial that websites can be built and modified by those that don’t have the skillset. When you don’t have to rely on a website designer, you can ensure your site looks the way you want.
Therefore, remember that WordPress is easy to use even without technical skills, and plugins provide you with many options to customise your site. Adding new content and users is easy through the content management system. This way you have all the tools needed to create a compelling business website.
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