Many of our clients, particularly those that have offices across the globe, or operate in industries that don’t have geographic barriers, such as cloud-based products, have reached out to us to discuss taking their business to the International Market with a Global SEO strategy. So we thought this would be a great opportunity for creating a guide that examines common International SEO strategies and highlights best practice Global SEO.
Going Global is an excellent opportunity for reaching new customers and expanding into international markets. However, like any SEO strategy, if it’s not done right at the start it can cause lots of problems down the track. Below is a summary of the most common methods we’ve seen clients use when going global, and the advantages and disadvantages of each approach. So let’s get to it and hopefully you’ll find some handy tips for setting up your Global SEO Strategy.
The most common practice we see when brands go Global with their SEO in a selected region is the registration of a new website in that specific country (eg. Search Factory UK: searchfactory.co.uk).
The other method we see a bit of is Geographic targeting of subdomains (e.g. asia.searchfactory.com). While this is much better than creating a brand new country specific URL (e.g. searchfactory.co.uk), it’s still not best practice. Let’s see why:
This is the approach we see the least, it’s the best practice for Global SEO strategy and highly recommended. Here’s why:
Reviewing industry trends is an essential practice that should be done prior to launching in an overseas market. Finding out whether specific industries are controlled by gatekeepers or specific companies are exclusive contractors to stakeholders is an essential feasibility step. There’s no point in spending all your time and effort on SEO if you’re not going to get a return on investment!
Just because you have good search volumes here in Australia, doesn’t mean this will be the case in overseas markets! Keywords can also be highly competitive in US and EU markets, so it’s best to do full keyword research analysis to ensure an appropriate SEO budget is created. There’s nothing worse than jumping into a campaign and realising half way through it’s not appropriate for competiting in the market. If you’re thinking of taking your SEO Global, talk to Search Factory and we’ll make sure you’re set up the right way and leverage your SEO for best results!