SEO is the forgotten sister of localization of online content. It’s not a mystery that users spend more time on your website and are more likely to buy from you if the content is in their native language. But what remains a mystery to many businesses is how to scale on new markets with a digital marketing strategy in the language they localize into.
Step 1: Localization
Almost 57% of users say that getting the information in their own language is more important to them than the price of what they’re looking to buy. So your first step to scaling your business, whatever it is you’re selling, is localization. But how do you make sure that your potential clients in new markets can find the information they’re looking for and your business? How to make sure that you’re still number one in their search engine results page when they type in the problem your business is solving? And we mean not just the website – but also the ads you pay for.
Step 2: Understand what your customers are looking for
There’s a simple example that we like to use to show our clients how user’s behavior differs online depending on their culture and country – pancakes. Yes, you read that right.
When a user in the US is searching for a recipe for pancakes, they’ll be expecting a recipe for a fluffy round thingy that you can eat with maple syrup. European users will look for a recipe for crepe, the flat round thingy you eat with jam or preserves, cause that is closer to our culture and what we eat for breakfast. We’re not saying Europeans don’t eat pancakes, but you get the idea.
So how do you make sure that you know what your user will be looking for? You do your research!
Step 3: Keyword research
Keyword research is the first step to optimizing anything online. It helps you understand what your buyers are looking for, when and how. You can use it to optimize your website, target your online ads or to figure out new topics for your blog. The ideas that come with well-conducted keyword research are close to endless – it’s not a list of phrases and words, it’s a list of possibilities.
Step 4: Use the knowledge…
Now that you have your keywords list, it’s time to put it to good use. Create meaningful and shareable content to grow your backlinks base, optimize your website to match the phrases your customers are looking for, set up your online ads targeting the right keywords for the market.
…or use some help
Creative Tribe can help you manage the knowledge you got through keyword research and support your online content strategy. Let us know, we’re here to help.