The expression ‘Google it’ has become part of our common language and for a very good reason - nearly everything starts on this search engine. Easy to understand then, why ranking higher is one of the main marketing priorities for most businesses.
SEO techniques can help you do just that, but it requires skill, knowledge and a fair bit of patience. Even more so if your business operates internationally and you need to appeal to local people in different languages.
46% of all Google searches are looking for local information
Just think of how you use the platform, and this will come as no surprise. How many times after running a search, have you taken any kind of action? Well, the stats tell us that around 72% of consumers visit a store within five miles after checking details online. This is huge and missing out will have a very negative impact on your business success.
(Source: HubSpot Marketing Statistics)
The right words, the right context
SEO is all about showing the right content, to the right people at the right time. Knowing that 28% of local searches become purchases will surely make you want to jump onto the SEO wagon, but it’s important that it’s done in the right way.
Imagine this - you run a search for ‘financial advisors near me’ and find what it looks like a suitable website. The firm is a company with presence in 5 countries - including the UK - but you soon realise that their command of English is poor and their grammar not that of native speakers. No need to say how unprofessional this is, right? The reputation and image of this company have just gone downhill for you.
“Ranking high is not enough; using the right words and content is equally important.”
Even if you are bilingual or on holiday in Greece, you’ll probably run your search in your mother tongue. Companies that want to be successful need to adapt to users’ context for that specific location.
Widely spoken languages like Spanish have many different variations. If your company is looking to expand to South America as well as to Spain, you’ll need to adapt your marketing to the specific utilisations of the language for each region. Tedious – yes, but it will avoid the hassle of sounding non-familiar to locals and adding a cultural barrier to your success.
Motivations, emotions, way of living, can all be very different in foreign countries. Considering them will also help you plan your SEO campaign effectively by employing expressions that resonate with them and answer their queries.
Multilingual SEO is a must for any company looking to expand overseas, but it must be done correctly. At ExtraDigital, we have the expertise to help you succeed. Our native speakers can help you plan effective campaigns that are not only grammatically correct but also engaging and relevant for the local audience.