Global brands aiming to target multiple geographies must understand the importance of thinking locally. Simply translating existing resources and strategies from one country to another will not be effective. This is why a well-planned international SEO strategy is essential for success.
At a recent SEO Summit, Remi Stachowski, a Senior SEO Consultant at DEPT®, shared valuable insights on how to execute successful international SEO projects. One key takeaway from his session was the emphasis on knowing your target market and tailoring your approach to speak directly to them.
Remi highlighted four crucial factors for optimizing demand in international SEO strategies:
1. Understanding a new target market
Remi stressed the importance of conducting thorough market research before entering a new market. This includes analyzing competitors, evaluating their strengths and weaknesses, and benchmarking their performance. Models such as the strength-weakness analysis and the 5P method can be useful in this process. Additionally, developing buyer personas and target groups can help in understanding the needs and preferences of the target market.
2. Simulate searches in the target market
To gain insights into the local search landscape, Remi recommended using tools like MobileMoxie to simulate searches in the target market. This allows you to see the local SERPs, keywords used, and content preferences of search algorithms. Translation tools like deepl.com or Google Translate can aid in finding relevant keywords in foreign languages.
3. Keyword-based competitive analysis
Competitive keyword analysis is essential in international SEO projects. Tools like Searchmetrics can help identify competitors, analyze keyword overlaps, traffic generation, and ranking positions in various languages. By challenging competitor keywords and targeting keyword gaps or niches, you can optimize your SEO strategy effectively.
4. Opportunity modeling for SEO investments
Remi emphasized the importance of presenting SEO investments as revenue-generating opportunities. By building scenarios and making assumptions based on measurable data, decision-makers can see the potential ROI of SEO projects. It is crucial to communicate the continuous evolution of search engine algorithms and the need for ongoing optimization to stakeholders.
In conclusion, successful international SEO projects require a deep understanding of the target market, thorough keyword research, competitive analysis, and strategic forecasting. By following these key principles outlined by Remi Stachowski, brands can effectively optimize demand and drive organic growth in global markets.