International SEO – Pleasing Your Target Market Overseas
Maintaining an online presence gives you the opportunity to access a much larger audience than with a traditional ‘bricks and mortar’ business; but reaching out internationally means that your exposure is global. However, too few companies know how to effectively optimise for international markets and their users. Fortunately, there are several relatively simple considerations to make when designing the experience for your international visitors. Here are three of the most important things to think about:
1. Keep it Simple
There’s no need to have an overly complex international structure on your site. Unless what you’re doing is actually going to add value to the user’s experience, it’s very likely to be a waste of your time and resources. Give your international audience what they need, but don’t deviate hugely from your main domain. If what you’re thinking of doing is going to make the user experience complex, but isn’t going to improve rankings or add value to the visit, then don’t do it.
2. Don’t Automatically Redirect Visitors
You can’t be sure that the visitor wants to use the version that you think they do. Automatically redirecting someone can be both irritating and confusing, which is why it’s not a good idea. A different version of your site might be a better match, depending on a visitor’s browser or even the location of their IP. The best way is to suggest versions of your site rather than redirect. Don’t be intrusive with your message, and remember that the user should be able to decide where they want to go.
Image Source: SEOmoz
3. Tailor the Whole Experience
While accurately translated content is of paramount importance, it’s not the only change you need to make. As an example, time zones, currency, and all other forms of measurement should be converted to the appropriate systems. In some cases, you might need to make design changes, but always bear the first point in mind.
To conclude, when thinking about international SEO, it’s very important that you remember the user at the other end. They are your target market after all, and have to be tailored to; simply improving rankings in another country isn’t enough.