There are significant business benefits in creating an international SEO strategy and aligning it with the overall organizational goals.
My last column highlighted some of the key actions needed to drive a successful International Search Engine Optimization strategy.
In this regard, let us consider the specific business benefits of creating that strategy, as well as its relevance to the organization's strategy as a whole.
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| 4 Key Factors Profits of an International SEO Tricks: Pixel |
A well-defined strategy forms the basis of all activities within an organization, and how it is implemented will guide decision-making as your teams work to achieve your international SEO goals.
For example, suppose your company intends to increase its overall market share through international expansion.
If so, your strategy should be to identify those new target markets, the best product set, and the marketing goals for each market.
The absence of this basic plan will lead to chaos, severely damaged resources, and poor decisions.
But once it is available and in line with your SEO strategy, you will reap many benefits and rewards for your team.
1. Completes the Comprehensive Strategic Plan
It describes the direction in which an organization should allocate resources, consider, and establish practical policies that apply to the entire project.
This alignment should elevate the many SEO-related considerations that are often considered later in other companies.
For example, one international company announced a major push to Russia using digital advertising for investors.
The internal SEO team was unaware of it many months later despite the huge cost of local content and paid advertising.
Aligning this extension strategy with their SEO strategy would increase the total amount of local investment by ensuring the availability and ease of use of those phrases used by Russian search engines.
The SEO team, working with various product groups, can work backward from marketing purposes to identify the right product set and ensure market equity.
You can make awesome green widgets but if Spanish buyers do not know they need blue widgets, how do you plan to communicate with them using SEO?
This search engine loop is important in identifying products and assisting with the content framework and messages needed to raise awareness and marketing of products for those who, directly and indirectly, want them in a targeted market.
2. Diligent Teams Instead of Working
Armed with a targeted market, product set, and marketing objectives, leadership teams, you can make decisions and identify specific strategies to help them achieve goals.This is even more important when using SEO as a channel as part of a mix.
You can start making a few key decisions covered in my international SEO guide with minimal risk and a better understanding of key focus areas and goals.
One of the most neglected decisions is web infrastructure.
As I explained in the 4 Reasons Why International SEO Fails, this lack of planning can hamper your success and create a growing amount of work and other extensions.
Deciding to run ccTLD or folders is the easy part. The most complex steps are the overall site structure, page layout agreements, and most importantly, how the current CMS handles local content and non-local content.
Market nuances will need to be identified and implemented in your web infrastructure.
This will include localization of currency, sizes, technological compliance - and of course, prices.
All of this will have an impact on the technology used and the content needed in local markets.
Some of them are not considered traditional SEO problems. But the SEO team should be integrated into these discussions with product schema and information graphs, especially now.
Many of the things that need to be “fixed” later are well integrated from the beginning by working together at the beginning of the process.
3. Dedicated International Strategy Increases Efficiency
By aligning the international SEO strategy with the strategic plan as a whole, it is much easier to build a roadmap to align the effective operations of the organization with the correct budget allocation needed to achieve the stated objectives.Time-saving, accurate decisions, and workflow adjustments will increase efficiency.
As I said in my international SEO guide, International SEO sits on top of traditional SEO.
When the basics of SEO are well integrated into new market websites, PR, and content creation, most SEO efforts are satisfied. This allows the team to focus on activities that improve traffic and move the needle.
If the groups are aligned very deeply and their individual needs and requirements are combined, a few mistakes need to be corrected later.
This will pay off huge profits as more markets are added to the mix, and a tried and true process can be followed.
4. Improved KPI and Target Alignment
Unfortunately, there are often not enough "resources" to do critical SEO tasks, often caused by disagreements with IT or other top goals.As noted at the beginning of this article, when SEO is better integrated into the increasing workflow, many SEO-related tasks can be eliminated naturally as part of the overall job flow.
Mature SEO teams will align their efforts with strategic goals and develop a “contributing share” of overall marketing goals.
During the process of market alignment, the SEO team had to identify the concepts and phrases of keywords that represent the topic of market content.
You can use this data to indicate a "missed opportunity" if you are unbalanced and capture traffic in the most related terms used by the local market.
This model evokes the “Help Me Help You” section, putting pressure on those with full intentions to enjoy the contribution of relevant SEO traffic and marketing to the site.
Key Takeaway
Too often, SEO professionals focus too much on strategies, using checklists and tools, and do not do enough to apply existing strategies and objectives to justify and make their SEO efforts work.
The benefits outlined above describe the thought and time needed to develop a strong international SEO strategy.
The harmonization of simple processes empowers the scale and reduces the need for adjustment later.
At the same time, KPI alignment and potential SEO offerings highlight the need to integrate SEO into the overall workflow.
