Six Reasons Why You Need a Global Web and SEO Strategy
A strong international web presence containing useful, unique content that has been optimized for all local markets makes a good global web and SEO (search engine optimization) strategy. Being mobile-friendly helps too when you are reaching out on the worldwide web. It’s all about making a great online customer journey that is relevant and experiential to your brand. It begins by knowing your audience and putting them at the forefront of your global digital experience with the alignment to targeting your reach, driving awareness, and increasing engagement.
To develop and drive a successful global web and SEO strategy, it also involves many multi-functional players within the entire organization. It starts with marketing, and for the best results should include product marketing, translation, globalization and localization, product management, development, corporate communications, HR, web design and creative agencies, IT and finance. Each team has different skills, processes and disciplines and important messages they want to communicate to their targets, whether partners, employees, consumers, industry leaders or competition. Web should be inclusive to be global.
To work together, there must be shared goals and objectives to create a harmonious working environment. Here are six reasons why you need a global approach to your web and SEO strategy:
#1 — Making your digital marketing activities and websites accessible, appealing and readable to local, multilingual audiences will increase your global reach. Having a website in one language with one SEO approach will restrict potential users. The more potential customers you engage and are visible with, the more your brand equity will rocket.
#2 — A multilingual and multicultural web and digital marketing approach helps you establish and grow your brand. It will facilitate new sales inquiries, e-commerce transactions, global customer support and order fulfilling processes.
#3 — Having multiple websites automatically generates big data. Global sales and marketing organizations can use web analytics to analyse data and online user activity to further develop international product and service offerings.
#4 — Multilingual websites can facilitate local product reviews and customer feedback. This will get you higher SEO rankings. The more network generated content that is posted by third parties, the more unique content the website is showing. Most leading global search engines really like this!
#5 — Country targeted digital marketing campaigns in local language will have local language landing pages. Generating Spanish banner digital campaigns with customers clicking through to the English language website will put people off. It is a bad online experience and one that will be ended quickly.
#6 — A global web and SEO approach provides a better online experience for customers. Delivering value and satisfaction to the customer is an overall objectives shared throughout any global organization. A culturally adapted web experience, that can be easily found, will delight customers, establish loyalty and keep them coming back.
When you achieve good web presence and SEO ranking in target search engines — don’t stop! Good global SEO can be short-lived and something you need to have an eye on at all times. There are ever-emerging technologies and algorithms being adopted by search engines. Unique, relevant web content must be posted regularly to keep the leading search engines happy. Team up with a partner who can create source and multilingual content with good optimization and they will make sure SEO rankings and user sessions stay at the desired levels.
