International SEO is an important piece of any global marketing strategy. In a recent webinar, international marketing experts showed how to optimize for new markets.
International SEO has long been a hot topic for enterprise-level brands and global companies. But, the increased ease of connecting with people around the world means these tactics are becoming vital for a growing number of businesses.
International search experts Clayton Warwick and Gary Reilly of Wordbank and Jeramie Heflin of Safeguard Global recently presented a webinar that highlighted some of the most common pitfalls, and their solutions, when it comes to optimizing for searchers who live in different countries or speak different languages.
Here are three important tactics from the panel about how marketers can prevent international SEO mistakes.
Put together a persona-based international strategy
“As marketers, the most important thing we can do is to understand who our customers are and when and how they buy,” said Heflin. “Going into new international markets, you’ll most likely develop targeted personas.”
“It’s okay if those personas are different than they are in your core markets; in fact, they probably will be,” she added.
Most of these new customers are not ready to purchase from the get-go, so marketers need to guide them through relevant content and experiences before pushing for conversions. To help with this process, Heflin recommends leveraging customer personas when reaching out to...
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