It also includes an analysis of the local services available to each audience and their local rankings (which may surprise you). It cannot be stressed enough that these often quite small, very local competitors can be completely different from region to region.
In other words, you need knowledge of the local language and local marketing not only to translate content, but also to research competitors. You need to understand the environment and culture you are moving to, and it goes far beyond literally translating.
All of these aspects provide the most valuable information for your own strategy in each location; compare your content for the relevant market – and be honest with yourself: is your approach to your audience really right?
Let’s see how different the priorities of cultures are, even if you’re just looking for a “dress”.
We compared the top five rankings for short- and medium-term keywords used in Portugal and Germany (Semrush rounds absolute numbers so that they appear to be identical to varying degrees. Also keep in mind the different sizes of countries, so different volume scales):
- 1 A Video Is A Video Is A Video? No – Do Your Glocal SEO First!
- 2 Consider How Audience-Specific Channels & Content Formats Are
- 3 Glocal SEO Needs Both: Technology & Local Expertise
- 4 Why Glocal SEO Needs A Say In Your Technical Approach
- 5 The Wrong Payment Method Can Cost Your Business
- 6 Glocal SEO Is A Matter Of Experts
A Video Is A Video Is A Video? No – Do Your Glocal SEO First!
Let’s say your local expert gave you insight into the need for more video content: don’t just jump on the line and convert any written content into moving parts of the screen.
Instead, take a close look at which video formats work well for each audience in your market: could they be more text-based, or would your regional audience prefer people-to-people communication? What should be the dress style of the main characters? Can you need local actors?
Would you rather serve an area that requires highly interactive video formats, such as instant commentary, right on screen – like in China?
Do you need to make a live broadcast using the flash option? Or do you get better rankings with instructional videos that are directly related to your products?
The same in-depth local analysis needs to be done for each format that is most valuable to your audience – in each location.
Consider How Audience-Specific Channels & Content Formats Are
Always keep in mind that as you go international, you may need to change the way you use your channels and different content formats. Once again, domestic marketing wisdom may not be valid abroad.
Even how to deliver a blog post to your audience depends on their preferences: Are you serving a market that requires a lot of visual support?
If so, do they prefer to contact people through the photos they can identify with – or do they prefer the logical support of the diagrams? What are the cultural consequences of these particular colors?
Do they need information presented in a very “digestible” format, such as memorable points, or do you need to provide a thorough justification to earn their trust?
Do they have their roots in a competitive society that always strives for efficiency, respecting the top ten / five / three lists?
Are they easily involved in the information provided in person through the interview? What shade do they prefer: more formal? Or do you blend more naturally with an informal approach?
Glocal SEO means treating each region and audience uniquely.
Localization experts help you understand how audiences interact with different channels and formats in your destinations – even when cultural differences and different digital marketing frameworks need to be considered. That’s why you need localization experts, not just translators.
Glocal SEO Needs Both: Technology & Local Expertise
All related questions can be answered with data; but knowledge is needed to filter the relevant, interpret it correctly, and translate the findings into local successful content.
It requires the right technology; Semrush is just an example. But don’t be fooled: no technology is smarter than the person who uses it. Real experts can shine here.
Thanks to their local cultural understanding, they do:
If your product line is highly specialized, make sure your local SEO specialist is aware of your product range! The same goes for local linguists who re-create your content in each relevant market.
Why Glocal SEO Needs A Say In Your Technical Approach
Even technical approaches vary from region to region. For example, in some Asian markets, you may prefer to switch your website to microsites that are integrated with applications from leading local portals.
Other locations require your own applications; often as an additional option, sometimes as an alternative. It all depends on the individual combination of your sociological target group, their location and your product.
The Wrong Payment Method Can Cost Your Business
Last but not least, even with perfectly localized content and channels, you can’t generate sales if you don’t customize your payment options as well! Believe it or not, neither MasterCard nor Visa works everywhere.
There are countries where you don’t even have to think about generating sales without being integrated into the payment options of the domestic portals that host your content. In-app payments have become virtually mandatory in many countries – but what system does your local audience trust?
Many audiences are very special about the payment services they use. Some of them don’t even accept anything but billing!
As important as adapting to local payment habits is for localization and overall business, in-house SEO departments tend to forget this.
Glocal SEO Is A Matter Of Experts
The domestic SEO team does a fantastic job of being made up of the most skilled SEO experts in the home market.
However, growing across borders is not a one-size-fits-all approach. Even the most perfect local strategy needs to be tailored to each market.
For your SEO, this means: if you go international, you need to go local. With local SEO experts.
That’s what glocal SEO is all about. It requires experience and a global network. Engage the best experts – your hard work for optimal return on investment!