You’ve already taken the big step of expanding your online presence into global markets, but what results are you seeing? Have you noticed lately what a big world it is out there? So many people, so many languages, so much opportunity to grow your audience and your bottom line. Just because you’ve built it doesn’t mean they’ll come.
If you haven’t optimized your global websites, you’re missing a huge opportunity. Taking your SEO efforts international can mean big rewards, but it’s no small feat to commit to.
Thinking Globally, Acting Locally
How do you know whether SEO is something you should approach for your global websites? Your website should be readily available to worldwide search engines to capture as much potential audience as possible.
Considering global SEO? Ask yourself the following questions first.
1. Are you getting traffic from organic search in all the countries you’re targeting?
If only a small portion of your traffic in other countries is from organic search, you may simply not be visible in search engines in those countries. This could be due to poor optimization, lack of authority (links, social presence) or technical issues that are preventing proper indexation of your global sites.
2. Are your global sites ranking in local search engines for your targeted keywords?
It’s great if your global site URLs are achieving search engine visibility, but unless you’re getting traffic — and more importantly, conversions — out of that visibility, then it isn’t working for you. That’s when you need to take a look at what keywords you’re ranking for and whether they’re culturally appropriate and relevant to the searching public in their respective local markets.
3. What’s your conversion rate from organic search in the targeted countries?
Visibility and traffic are great, and a good place to start, but they’re only components of what feeds your bottom line. Conversions are where the magic happens. So if you’re getting the rankings and you’re getting the traffic, but the conversions are less-than-stellar, look at your website content overall and determine whether the traffic your ranking keywords is simply not qualified. They may not be the right keywords for your website.
If any of the above questions has you scratching your head, or shaking it in disappointment, it’s time for you to take a deeper dive into your SEO efforts on a global scale. Make sure you’re targeting the right keywords that will pre-qualify the right local audience who will flock to your site and buy your stuff. They’re out there, you just need to speak their language and let them find you.
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