Different Countries Have Their Own Search Engines and Social Networks
Today, people all over the world use search engines and social networks to communicate with each other, meet new people and search for information they need. Even if Google is considered to be the leading search engine in most of the rest of the world, there are some local search engines that are widely used in specific countries. The same is true when it comes to social networks, as not all users are devoted to Facebook.
In China, Baidu is the most popular search engine and RenRen is the top social networking site (it’s the equivalent of our Facebook). You can see this in the beautiful infographic from Victor Lerat’s article about the Chinese search engine.
In other words, working in international SEO will force you to optimize your site for new search engine requirements and understand a completely different search and social ecosystem.
And it can be done. Here’s how.
Keywords for an International SEO Strategy
You will also have to put a lot of effort into localizing keywords if you want to optimize for them.
The best approach is to get help from someone who speaks the language you’re working with and understands the local market. If that’s impossible, at the very minimum, translate your keywords into that new language, check their search volume and try to find relevant and related phrases to optimize for. It’s also worth researching your competitors to find out what keywords they target and what sort of traffic they receive for them.
We also recommend doing keyword research with a native speaker, even if only to avoid embarrassing yourself by picking words that could have double meanings.
Also, bear in mind that not all keywords have to be translated. The idea here is not just to translate all your keywords into different languages, but to run a campaign for keywords that people actually use. For example, for our PPC campaign for Spain, we use the keywords “keyword research” and “palabras clave,” because searchers in this country use both of these queries. Forgetting one of these keywords would be an unfortunate omission.
Today more than ever, content should be focused on users. Creating content is about making a connection with your targeted audience. One of the best ways to distribute information to someone is to keep it simple, especially for those who aren’t industry experts. Produce simple and easy-to-read content; don’t overload it with superfluous information or overcomplicate it.
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