| International Search Engine Optimisation (ISEO) is a process that will certainly expand in the future. It mainly involves the development of techniques able to increase visibility on culturally-specific search engines.
Have you ever think about the fact that roughly 70% of the online community does not speak English as first language? This is a great business opportunity!
However, it necessitates to consider two general aspects in order to be successful. First, English became the most ‘globalised’ language in the last fifty years (or even more). Second, non-English speakers often demonstrate the ability to learn English in a way that it does not obscure their own customs and traditional linguistic patterns.
Hence, a successful plan for ISEO needs to develop a methodology that combines catchy English expressions whilst at the same time respecting the local dimension.
Once adopted this general perspective, two other main factors need to be taken into consideration.
First, what is the language that you want to target?
The two most common choices are Spanish and Chinese. For instance, Spanish is important when you want to expand into the USA, as 40 per cent of the US population speaks Spanish. As for the Chinese… ‘well, global economic power is shifting towards Asia…you better start to deal with that!’ Moreover, China represents a market of more that 200 million people using search engines. As you can imagine, this is absolutely astonishing.
Second, what is the most used search engine in the country that you target? Google is surely the world leader in search. However, many countries have developed local search engines that are widely used on a national basis. For instance, virgilio.it plays an important role in the Italian market, whilst Baidu is still the most used search engine in China.
Obviously, China and USA are the only business locations. Good old European countries also reveal interesting possibility for business expansion.
At the practical level, it is important to adhere to the following key steps to implement your own ISEO strategy:
a) Write your pages in the local language, and be sure to use a native translator.
b) Use a native speaker from the industry sector to do the keyword research.
c) Use a local domain (e.g. Italy is ‘.it’).
d) Obtain local hosting and a local IP address.
e) Study your local competitors’ strategies and consider the possibility to partner with a local-based SEO firm.
The future of SEO is multilingual. This is a great opportunity to take!
White Hat Media is a SEO company. They provide Pay Per Click management, link building and many other internet marketing services. |
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