These often rather small, very local competitors can be completely different across regions.<\/p>\n
They likely have a lot of influence on their audience.<\/p>\n
You need local language and local marketing expertise not just to translate your content, but also to perform competitor research.<\/p>\n
It\u2019s important to understand the environment and the culture you\u2019re moving into, and that goes far beyond word-for-word translation.<\/p>\n
Learn From The Locals<\/h3>\n
Once you know about local competitors, dig deeper:<\/p>\n
- \n
- What do they offer that you don\u2019t (yet)?<\/li>\n
- What are their best ranking content formats?<\/li>\n
- What are the gaps in their offerings that you can fill?<\/li>\n
- Do they use videos successfully? How are those structured?<\/li>\n
- Are they focused on picture carousels? Blog posts?<\/li>\n
- What kinds of content are most effective for them?<\/li>\n<\/ul>\n
And of course: What keywords do they invest in the most?<\/strong><\/p>\n
Answering these questions provides valuable information for your own strategy in each locale.<\/p>\n
Audit your own content for the respective market in comparison and be honest with yourself. Is your approach to the target audience really on point?<\/p>\n
As an example, have a look at what different cultures look for when searching for a \u201cdress.\u201d<\/p>\n
We\u2019ve compared Portuguese and German search volumes:<\/p>\n
![\"Going](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/06\/going-international-what-you-need-to-know-for-your-glocal-seo-via-sejournal-acoladgroup.jpg\")
Screenshot of Acolad\u2019s comparison of most popular short- and mid-term keywords for \u201ddress\u201d, Portuguese vs. German, June 2022<\/span><\/div>\nCan you proceed based on the strictly translated content, just by optimizing it?<\/p>\n
Or do you need to create new, targeted content from scratch \u2013 possibly in new formats?<\/p>\n
Consider Local Video Trends & Preferences<\/h3>\n
Let\u2019s say your local expert provided you with insights indicating a need for more video content<\/a>.<\/p>\n
Don\u2019t just hop on the bandwagon and convert any written content to text bits moving on the screen.<\/p>\n
Instead, get a deep analysis of which video formats are performing well for each respective market.<\/p>\n
Can they be more text-based or does your regional audience prefer human interaction?<\/p>\n
If so, do you need to produce content in those regions on location using a local crew and local actors?<\/p>\n
Or do you want to cater to a region that demands video formats with high interactivity, such as instant commenting, directly on the screen? China is a good example.<\/p>\n
Do you need to go live, seizing the opportunity for flash sales? Or would you rank better with how-to videos, directly linked to your products?<\/p>\n
The same thorough local analysis should be done for each format identified as more valuable for your target audience at each location.<\/p>\n
Consider How Channels & Content Formats Change For Different Audiences<\/h3>\n
How you leverage channels and content formats may change when you go international.<\/p>\n
The marketing wisdom at home about what works best for your goals might not apply abroad.<\/p>\n
Even how you present a blog post to your audience depends on their preferences: Do you cater to a market that prefers a lot of visual support?<\/p>\n
If so, do they connect better with photos of humans they can identify with, or do they prefer logical support through diagrams?<\/p>\n
What are the cultural implications of certain colors<\/a>?<\/p>\n
Do they need information presented in very \u201cdigestible\u201d forms like catchy bullet points, or do you have to provide thorough reasoning to earn their trust?<\/p>\n
Are they competitive, enjoying the format of \u201cTop Ten\/Five\/Three\u201d lists?<\/p>\n
Do they relate to information more easily when brought across personally, via an interview?<\/p>\n
Do they prefer a formal tone or more informal content?<\/p>\n
Localization experts can help you to understand how audiences interact with different channels and formats in your target locations.<\/p>\n
If there are cultural differences or different digital marketing frameworks to consider, you might not even know about them.<\/p>\n
That\u2019s why you need localization experts, not just translators.<\/p>\n
Glocal SEO means treating each region and audience as unique.<\/p>\n
Glocal SEO Needs Both Technology & Local Expertise<\/h2>\n
All these questions and problems can be addressed with data.<\/p>\n
However, it takes expertise to filter and interpret data, as well as convert the results into local, successful content.<\/p>\n
It takes the right technology, with tools such as Semrush and more.<\/p>\n
But don\u2019t be fooled.<\/p>\n
No technology is smarter than the person using it; this is where true experts can shine<\/a>.<\/p>\n
An expert\u2019s local cultural insight allows them to:<\/p>\n
- \n
- Find the information that matters to you.<\/li>\n
- Validate the correctness and validity of data about your target market.<\/li>\n
- Interpret data to inform your local campaign and predict future trends.<\/li>\n<\/ul>\n
If your product line is a very specialized one, make sure your local SEO specialist is familiar with your product range, as well.<\/p>\n
The same goes for the local linguists who will be recreating your content for each respective market.<\/p>\n
Don\u2019t Forget To Apply Glocal Principles To Technical SEO<\/h3>\n
Even technical approaches<\/a> differ among regions.<\/p>\n
In some markets in Asia, for example, you may want to completely swap your website for micro sites, integrated into the apps of leading local portals.<\/p>\n
Other locales call for your own apps, often as a complementary option and sometimes as an alternative.<\/p>\n
Everything depends on the individual combination of your sociological target group, their location, and your product.<\/p>\n
If the technical needs of your audience are significantly different, you may need to readdress the scope of your project.<\/p>\n
The Wrong Payment Method Can Cost Your Business<\/h3>\n
Last but not least, even with perfectly localized content and channels, you can\u2019t create any sales if you don\u2019t adopt the payment options as well!<\/p>\n
Believe it or not, neither MasterCard nor Visa work everywhere.<\/p>\n
There are countries<\/a> where you don\u2019t need to worry about this.<\/p>\n
Payments via apps have become practically mandatory in many countries \u2013 but which system does your local target group trust?<\/p>\n
Some audiences are very particular about the payment services they use.<\/p>\n
Payment adaptation is an essential aspect of localization and overall business. It\u2019s also easy to forget about!<\/p>\n
Glocal SEO Is A Matter Of Experts<\/h3>\n
The domestic SEO team does a fantastic job with your home market.<\/p>\n
But when growing across borders, there\u2019s no \u201cone-size-fits-all\u201d approach.<\/p>\n
Even the most perfect native strategy needs to be tailored for each new market.<\/p>\n
For your SEO strategy, this means: When going international, you need to go local. With local SEO experts.<\/p>\n
That\u2019s what glocal SEO is all about.<\/p>\n
It takes experience and a worldwide network.<\/p>\n
Get the best experts on board<\/a> for the optimal ROI of your hard work!<\/p>\n