International Search Engine Optimisation (ISEO)
If you want your website be found by users in your target market, using their native language and locally preferred search engines, you need to ensure your website is optimised for those search engines and search terms.
As part of localisation you will create different content for different markets. International SEO is the process of optimising your website so that search engines can easily find which parts of your websites are targetting which markets.
Just like the website in your home market, in order to be found by prospective customers, your localised website needs to be SEO-optimised for the chosen target market. In a lot of European markets, the most important search engine to localise for will be Google, but different rules for different search engines apply for example in Russia, Japan, Korea and China.
There are a number of techniques you can use that act as signals to local search engines to indicate to them that the website is meant for a specific market and which help you increase your website visibility in that market. These signals vary somewhat between search engines, but typically include, for example, the use the local target market language, the appropriate use of the hreflang tags, correct geo-targetting settings in Webmaster Tools (or equivalent), and a suitable approach to domain strategy.
Multilingual on-page SEO is closely linked to the use of keywords both in your content as well as in the webpage code itself, e.g. meta-tags, alt-tags, title tags, descriptions tags etc.
To optimise your keywords for the local market you need to understand how people search in your target export market, e.g. what search engines they use and, mostly importantly, what search terms they use. Search terms for your export market, in general, are not a simple translation of the search terms for your home market and require keyword research within the target market.
With our knowledge of your target market and multilingual keyword research on local language search patterns used, we can help you select appropriate and SEO-friendly keywords to integrate into the text and code of your new website.
Off-page, multilingual SEO involves getting appropriate and high quality inbound links coming into your new export market website. Appropriate in the context of your export market means not only appropriate for your subject area and replicating links that you have coming into your original website, but also links need to be appropriate for the target market, i.e. a considerable portion of your inbound links into your foreign website should be from websites within that particular market. For example, for a strong Spanish web presence, you will need to build inbound links from other high quality, subject-related Spanish websites. This is where we can support you find, select, and approach appropriate websites and thus improve visibility and page rank of your website. Our approach here, in line with the recommendations coming from Google and other leading search engines, is to focus on quality rather than quantity of links.
Part and parcel of any reputable search engine optimisation is of course the use of web analytics. Based on your business as well as website goals for the export market, we define in conjunction with you what your KPIs (key performance indicators) for the website are, establish a baseline, and then monitor KPIs and goals with the aim of progressively improving results. Depending on your preference, we can provide you with regular business intelligence reports and analyses or/and work with you so you can track some of the results yourself.