Content Marketing ·

Craft a Winning International Content Strategy by George Chasiotis of Minuttia

Bernard Huang

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Join George Chasiotis of Minuttia for a webinar on how to craft a winning international content strategy.

George covered:

  • International Keyword Research & Prioritization: Learn how to identify and target relevant keywords for different regions, taking into account search volume, competition, and cultural nuances to improve your visibility in global search results.

  • Technical SEO: Uncover best practices for optimizing your website's structure and performance for various search engines, ensuring smooth user experiences and high search rankings across the globe.

  • Translating & Localizing Content: Dive into the process of not only translating but also adapting your content to meet the cultural, linguistic, and regional preferences of your target audience, fostering a genuine connection with diverse markets.

Here our three takeaways from George’s webinar:

  1. International content strategy is essential for businesses that want to reach a global audience.

  2. There are three ways to approach international content strategy: translation, localization, and internationalization.

  3. When creating and implementing an international content strategy, it is important to consider the needs and preferences of the target audience.

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Watch the full webinar

About George Chasiotis:

George is the Managing Director of Minuttia, an organic growth acceleration agency for B2B SaaS companies. George started as an independent marketing consultant but was soon pulled down the path of creating an agency. In his free time, he imparts wisdom (read: rants) on LinkedIn or buries his head in psychology books to get down the “why” of human behavior.

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Read the transcript

George: My name is George. I'm the managing director of Minucia and the founder of GrowthWaves. And let's get started with some basics. First of all, Let's answer the question. What is international con strategy and the national con strategy is a methodical planning, creation, and management of content for diverse global audiences, considering, you know, the differences and variations in terms of culture and, you know, anything else that these audiences may have.

Okay, now the question of why is an international construct is important is the question we should ask right after answering what right for the main reasons, even though, you know, we could definitely find more. But the most prominent ones is because in their national constructs, it helps you diversify your traffic and acquisition sources.

By targeting people in different countries. Okay. It also helps you lower your customer acquisition costs, especially if you're a SaaS, that would be a familiar word, CAC, right? By targeting countries with less competition, because yes, in most cases, we are interested in the U S market, which is a very strong market and a very prominent one for, for SaaS companies, but exactly the fact that it's a strong market and a market.

Most of us want to be in makes it very competitive, and as an extension, acquisition is, you know, hard in that market. So you could have lower tax by targeting other countries with with less competition. The 3rd point an international common strategy helps you offer a cohesive experience to your website visitors and general audience, assuming that.

They speak. You know, they join your website from a different like country where people there speak. A language that's not English. And last but not least, it helps you mainly from a brand standpoint, ensure that your content is culturally appropriate and inclusive. Okay. I would say that the word here that comes to mind when when it comes to international economy strategy is proactiveness.

Okay. And a while ago I had an interview with Fabrizio Ballarini, who is the head of organic growth at WISE, formerly TransferWise. And if you don't know TransferWise. You should definitely check them out. They're doing a great job when it comes to, you know, organic growth, and they are also doing a great job when it comes to localizing content and producing content in many different languages for many different regions.

And one of the things that he told me during this interview was that we even produce content for the places. We are not. Currently operating for two reasons because at some point, we will get there, and be there is a good chance, even though that's not always the case. And we will see an example of that later on.

There is a good chance that serving the same intent with a localized page for the audience is going to work in that country and for that audience as well. But there are exceptions to that second point. Okay. So. International condo strategy is about being proactive with with things right now. In general, there are three ways of approaching international condo strategy.

First, we have translation, which is, you know, as simple as converting a blog post from English to Spanish without changing any other elements like links, visuals and so on and so forth. Then we have localization. Which is, you know, the blog post would replace in our example, would replace us centric examples with relevant Spanish ones, dollar references would change to euros and outgoing links would be adjusted accordingly so that they point to pages that are in Spanish.

And last but not least, we also have what's called international is a internationalization, which is. A difficult word, definitely. And it entails, in, you know, the same vein as the two previous examples, new blog posts that are universally understandable and designed for easy translation. The blog, the blog's code base needs to accommodate various languages, currency formats, and so on and so forth.

Okay. Now, for the sake of this. So in this webinar, we will focus on mainly on localization, and we will also share an example of translation just so you can see that you can get great results just by translating your, your website or or part of parts of it. Right. Now, the first localization example we have is Ahrefs, right, which has parts of its website localized in 12 languages besides English and Let's take a look at a trust, as you can see here right now, we are in a trust German version of, you know, the their blog.

And if I scroll down a bit, I will see blog posts that are in German, which, which makes sense. But here we can see something interesting. We can see that they have videos with, you know, German titles, right? If you click on any of these videos, you will see that. They are part of the German channel they have on YouTube.

Okay, And if you, you know visit their main channel and click on channels, you will see that they have this not only in German, but also they have a Russian channel. They have one for Germany, of course, one for Spain and Spanish, one for Italian and one for Japanese, right? So this is a very decent.

Localization effort and we understand that this is localization because as I explained from the main blog page, we can get to like specific content. That's in German, right? In this example. And here we have a blog post with. I guess Google ranking factors. Okay. And if I click on backlinks, as you can see here, there is a, an anchor anchor text that reads backlinks.

I will get to another blog post that's in German once again. Okay. And this means that, you know, the content or to put it differently to get, when you get from one page to another, there is a cohesive experience. And this tells us that, you know what, it's not like they just translated this piece of content.

It's like they translated other pieces of content and they interlink between each other and not only that, but they have translated, as you can see here, the graphics that are included in this piece of content. Okay. Now this. Is localization, which goes beyond just simply translating this piece of content and, you know, publishing the translated version.

Okay. Going back to our presentation. We have another example by and is

a very interesting example. Why? Because they have, as you can see here, their main webinars page. And we have the selection all languages by default. And then we can choose English Spanish French and so on and so forth. So if I click here on Spanish, I will see content webinar webinars, in this case, that are on demand in that language.

Okay. And this once again is a localization effort because it's not like they have a webinar that's in English and they just, you know, simply like found A person to sort of create or recreate the webinar in that language, they have speakers who can talk that language. Okay. And then we also have another example, which is feeds video.

If you don't know them, they are doing a tremendous job when it comes to their organic growth. This is a translation example, though, but still, as you will see in a minute, it works really, really, really well for them. So, a while back, if I'm not mistaken, it's been a year now since we published this blog post on how we'd managed to grow their organic traffic.

And towards the end of the blog post, we included a section with opportunities. In other words, things that they are, they were missing. And the first opportunity we highlighted was the presence. Or, you know, the lack of it in this case in non-English speaking countries. Okay. And so, as you can see here, this is, you know, the, the, like, original version, let's say, of of their website and taking a look at a trust.

They are not doing like they are doing pretty, pretty well, actually. Right. I mean, you can see here that they rank for over 1. 6 million organic keywords and they bring in more than 6. 5 million organic visits per per month. Okay. Now, taking this a step further. You can take a look at, you know, their XML sitemap and see that they have.

Actually, localized versions of their homepage, which tells you, which tells you that there is a chance that they have localized version versions of other pages on their website. And they have it in, if I'm not mistaken, more than 30 different locations, languages and regions. And we can see here in this example, we have what, you know how the Spanish version of their website is performing.

And we can see that things started picking up somewhere around May of 2022. Okay. Now using using Ahrefs. Portfolios feature, we can see that actually we, we took 35 URLs, which is the, the number of you know, languages and regions they are targeting through their translation strategy. And we can see that actually, you know, the rollout was somewhere around May of 2022.

Okay. This is where things. Start picking up in terms of like crawl pages and in terms of traffic, of course. Okay. And the interesting thing about that is that here. This is, I think, Danish for Denmark, Denmark, and we can see that, you know, clicking at different links on this page. We can see that we get to not.

Like localized versions of like this, these links, these pages, but English ones. Okay. And we can get to the blog, but not the localized version. The original one is in English, and the same for their YouTube channel, as you can see, and the same for the signup page. Okay. And the, you know, the point I want to make here is that even though in this case, we are talking about translation, right?

And not localization. You can still see the benefits of following that strategy, right? Back to our presentation. Let me, okay. Do we have any questions so far? Travis, you can feel free to stop me and I can do a couple of questions if we have any. Yeah, we're rocking and rolling and keep going.

Okay. So let's talk about process. Okay. Because we like these examples now, we should start getting deeper into things and talk about processes when it comes to your international kind of strategy. We have six steps in this process. We start with international keyword research, which is all about identifying keyword opportunities based on existing content, as we will see in a minute and identifying new keyword opportunities.

Then you have to prioritize things, right? Because you can't go after every single language, every single country you want to, to go after, you have to find the biggest opportunities. And based on these opportunities, like identify keywords and so on and so forth, we are going to talk about your structure, which is important, of course and I don't include it in, like, technical SEO and technical aspect of things when it comes to your international content strategy, because It's the first step towards, like, launching an international content strategy and technical SEO, which, you know, comes next, as you can see here includes other things like canonicalization, hreflang tags, and so on and so forth.

Then we have actually localizing the content you have prioritized and creating new content based on new opportunities, untapped opportunities, and last but not least. In order for this content to be accessible. There has to be some there have to be some adjustments in terms of design. So that your localized content becomes accessible.

Okay. Let's start with international keyword research based on existing content and pages, as I mentioned, and based on new opportunities. The first approach involves analyzing and leveraging existing content that you have, or. Very close direct competitors of yours have. And the second is based on new opportunities because don't assume that your competitor has covered everything when it comes to like their localized content.

And there are definitely more opportunities out there that you can uncover and go after. At this point and before we get to what to pay attention to, let me share a case that so a while back, just to give you some context, we worked on, we worked with a company which was, a convoluted.

Okay. I guess you all know Canva. They are a great SAS company, and they are doing a great job when it comes to their organic, you know, growth. And what we did is that first of all, we started by the localized versions, right? As we explained earlier with the video, and we saw that back then, there were around 30 localized versions. Right now, maybe the numbers are a bit different, right?

And so we have, you know, the first one, the first URL French target language for France, right? We took the number of organic keywords and the, you know, organic traffic, according to a trust both metrics that they were bringing in for that country. And then what we did is that we also took the number of index pages with, of course, an asterisk here, because.

The way we did that is through Google search is that number over here, which is definitely not accurate and, you know, I may search for it right now and I may get a different number, but it works. It serves well as a placeholder as to how many pages they have for that specific, you know, kind of right.

And with that, we came up with another traffic per page, which basically Indicated the level of opportunity for that country. Okay. And so we took that a step further and we said that, you know what these are the target pages that we think about, like localizing and these are the pages we compete against with Canva, which we know does a great job when it comes to localization and.

As it so happens in this example has a localized page page in German for German. Okay. Now, the next thing that we did is that we said, okay, what's the target keyword in English. In this example, the target keyword was. Presentation software. Okay. Through a trust and our own research, we tried to match that to the best keyword we could for the German language right in the German country.

And, of course, nowadays, you have more options when it comes to translation. Chat DBT could be one, and you could work with it right on the seat, as you can see here. Okay, for any language that you want. But I would say the reason why you should, you know, Have two or three different options is because at the end of the day, you have to choose, right?

And you have to go with one keyword, and this will also affect your URL slide. So it's important that you have you can compare between two or three options and go with the best option that or what seems to be the best option. Okay. And so this is how we worked in that case. With. The kind of alternative SAS company that I just mentioned.

We started by like taking a close look at their at the localized versions of their website, right? And try to understand where the bigger opportunities lie. And then for the countries that we chose, we went ahead and we tried to my too much English versions of pages to, you know, localized versions Pages.

If Kanba had such a page, otherwise we would do research ourselves and we would come up with the best keyword to target. Okay. Tries. I see a couple of comments, or I don't know if there are any questions. Would you like me to answer any of these if there are indeed any questions? I think, yeah,

I think the, the one main question we kind of got from anonymous was you mentioned using chatjbt and other AI.

Is there, is there a use case and then we'll cover it in a little bit, but is there a use case of leveraging AI to actually write the content of those localized pages or is it heavily relied on native human

writers? Great question. In general, let me, let me preface that by saying that I am negatively predisposed when it comes to using GPT powered tools for content creation.

And the same applies to translation. Okay. And we are not talking about just translation. We are talking about localization here, which, you know, is a step like further. So. That's not to say that, like, if you have an e-commerce website and you have, I don't know, 100 product descriptions and you want to use to leverage one of these tools to get like translated versions of these descriptions, you shouldn't do it.

Right. But it's another thing, translating a 100 word on average product description. And another thing, translating or even localizing a, I don't know 2000 word blog post. Okay. So my answer, I guess, is nothing stops you from doing that, but you should definitely be aware of the fact that these tools have limitations, right?

And if they have limitations in English, you should definitely be aware of the limitations when it comes to translating content and The fact that if you're going to go with that option, you should definitely at least have someone who speaks that language as a guardrail. Let's say edit the content and make sure that, you know you will not have anything that strikes us very wrong or odd to people from that language who speak that, you know, from that country who speak that language, who, you know.

Don't make any sense of what they are reading. I don't know if that makes sense, but I think the short answer, sure, you can do it, but be aware of the limitations and definitely involve people in the process. Awesome. Yeah, it's helpful. Do we have anything else?

That's good, and you can keep


Okay. Another way we are using today nowadays with, you know, like a bit more experience, let's say, and some more advanced tools when it comes to international common strategy for. I would say it helps us with prioritization as well. Not just keyword research is that we pull data from an Ahs or your tool of choice.

And we have keywords separated by country. So here is dummy data. Okay. This is by no means an actual international keyword research. We have conducted for the client. But you can see here that we have, you know, Germany, France, Portugal, and we had keywords that are separated per country. The great thing about our about our tool, which we use for forecasting in general in this specific use case is that we can actually make forecasts on a country level.

And if you have some data, like, for example, in France, we can see that our tools tells us that the total level of opportunities. You know, something around 22k page views, and you also have some data as, you know, in France, we know that our view-to-lead conversion rate is 0. 5 percent and our lead-to-customer conversion rate is around 4%.

And our average LTV for customers coming from that country is 5k, and our monthly investment for that country, right? Is say 10k. Everything is hypothetical, right? But you can see here that with our tool, you can come here and actually make some nice projections. That are once again country specific and when it comes to prioritization and choosing countries to go after, I would say that it's way better to have something like this.

Rather than, you know, just go empty handed to discussions with your CMO to present which countries you should target the next quarter and so on. Okay, Going back to our presentation. Let me go full screen here. We discussed prioritization and we discussed international, you know, cured research. So the question is what to pay attention to.

The first point I would like you to pay attention to is to identify who your actual competitors are in the international in the international market. I'm sorry. And the reason why this is important is because in many cases. In like this region that you're targeting. There may be some like regional competitors who may have a very strong presence in that market, right?

So you may be aware of your direct competitors, say in the U. S. But when you're targeting country like France, you need to know that. Well, there are some very strong competitors in that country that I should be aware of. Okay. Yeah. The second point I want to make, you shouldn't make assumptions, and you definitely shouldn't assume that your competitors know everything as we explained earlier in the case of Canva.

Yes, they are doing a great job when it comes to international, their international con strategy, but still, there were many, many pages that were missing from, you know, their loc, the localized versions of their website that we should. Identify by ourselves. Okay. And at the same time, back then, in this particular example that I mentioned, we identified after research that many of the keywords they were targeting were simply not the best keywords to go after.

Not that they were wrong, but they were not the best keywords to go after. Okay. The third point, direct translations of keywords may not always work. So you should, as I mentioned, have different variations, and you should have different sources of identifying keywords with the goal of choosing the best keyword and going with the best keyword.

And ideally, you should have a person to tell you that, you know what, this sounds not so okay. Let's say people in our country don't use this word like this. So you should better go with without one. You should definitely Forget about country specific search engines like Yandex in Russia or by doing China.

You should definitely keep in mind, especially if you are in like finance or like you have a legal sauce or whatever. You should be aware that different countries have different regulations about things, right? And so. You should your content when you choose to, like, localize or at least translated sued comply with these regulations.

And the last point I want to make, and we will set an example of that there are keywords that have different. Search intents in different countries. Okay. This is why you shouldn't just make direct translations and just like use the direct translation of a keyword and create a page based on that.

And so, Okay. The example I want to say here. We have a podcast. Okay. This is your soap. And the interview I served earlier with Fabrizio Ballarini was from an interview we did for the podcast. We did an interview with Laura Pasca, Pasco Skyton, who is the head of SEO at Surfshark. She served as an example.

That, you know, strikes me as very interesting. And she told me that the term WiFi VPN in English speaking markets usually indicates the need to stay secure on public WiFi. When the people at Surf Shark did the analysis for Poland, they understood that people when they are searching for something like a Wi-Fi VPN, they were actually looking for advice on how to set up a VPN on their home router so they can have a secure Wi-Fi at home.

Okay. And this basically tells us that the content, yeah. On the English page and the content on the you know Polish page. Let's say should be different. Okay. And as a matter of fact, if you use I'm using nightwatch as a search simulator. And if you search for something like WiFi VPN in the U.

S. You will see that they rank in position number number 19 doesn't matter. The point is that the search intent is here if you scroll down a bit. You will see best best VPN for public Wi Fi best VPN for public Wi Fi how to stay secure in public Wi Fi and so on and so forth. So, this is the intent in English in the US.

Okay. And they have this blog post here who serves that intent. Okay. Now, if you do the same for Poland in Polish, and you search for something like Wi-Fi VPN, you will see. Of course, I don't know Polish. Okay, but you will see that this time they rank in position number four. Okay, with this localized piece of content that you can see here.

Now, if you copy that and just make a simple translation using the traditional translation. Google, you will see that the title reads how to configure VPN or on your router, okay? Which is basically completely different than this one, which is how to stay safe on public wifi networks. Okay. So essentially what this tells us is that we should never go with direct translations and never make assumptions that, you know, what.

If this means here or if people have this in their minds when they are looking for, I don't know WiFi VPN in the U. S. This is what they mean in, in Poland. Okay. That, as we saw just now, is not always the case. Travis, do we have any questions that you would like me to to answer? We do, but I think

it can be held until the for a little longer until the


Okay. Let's move on then. Then we have URL structure, which we kind of separated from technical SEO. Okay. And so URL structure for the localized versions of your website. Can be really simple, but at the same time can be very complicated and can get really messy really quickly. Okay. So a very simple framework that we use at minutia when working on international content strategies for our clients, and we have to choose on the URL Slack the URL structure structure is this.

First of all, we, we use, I'm sorry about that. Just give me a second.

Sorry about that. So, first of all, as I was saying, we are using hyphens, as you can see here, and not underscores. So, in this case, we have a localized version of the website in French for France, right? And we are using a hyphen. Then, even though this is obviously a matter of like personal preference and I don't know.

Maybe it's a matter of debate as well. We always go with a subfolder and not a subdomain. Having different subdomains for different versions of your website complicates things, and you should think of a subdomain as Essentially a domain. Okay. It's a separate domain. So it's way better to go with a subfolder, which is as simple as a subfolder not to go with a subdomain.

Okay. Then first, we identify the language in this case. You know, French. Okay. And I have the standards here for subfolder language identifier and local identifier have the standards that you can use in case you wish to create localized versions of your website. Okay. And then, when it comes to local, we have After the hyphen the locale that we are trying to target.

Okay, in this case, France is as simple as that. Okay, use this and you will be fine. Don't mess with subdomains. Don't mess with like complicated structures. This is the best structure we've we've seen so far for creating localized versions of your website. Let's move on. So, then we have a technical SEO and this webinar, as we were discussing with Travis before we we start recording is not going to be about technical SEO.

Okay. There is another webinar in clear scopes webinar series about that. I'm just going to briefly say that there are four main things you should keep in mind when it comes to technical SEO. The first canonical tags. Okay. You should use them appropriately and type pages are appropriately to prevent duplicate content issues.

Then we have a short flank tag. According to a study by interest, which I was reading when I was doing research for this webinar, they identified that. 67 percent of websites do not look have which have localized versions of the website, right? Do not use H refining types properly. So that's definitely something you shouldn't miss, right?

Because essentially, it indicates what this page is. And, like, what is the canonical page, which, you know, most likely in many cases will be the English version of that page, then XML sitemap. You could include, or you could create, begin international versions of your website and include them in your XML sitemap or create language-specific XML sitemaps.

And of course. You shouldn't just, you know, take the schema markup you have on your like, say English pages and just copy that to a page. That's targeting, you know, French people who speak French in France. You should definitely translate the schema markup for that page as well. Okay. And that's it.

When it comes to technical SEO, we have two more steps in the process. The first is obviously, you know, content localization, and I would like to make some points here. These are based on our experience working with, you know, with clients on international content strategies. The first point would be to never roll out many changes all at once.

Okay, you should roll out languages one by one. See that, you know, everything works as it should be working, and then roll out the next language. Okay, the second point I would urge you to avoid working with translators. It's better, even though a bit more expensive, to work with native speakers in that language who ideally Live in the countries you are talking about.

Okay. You should prioritize and start with those high traffic, high conversion or content that's important to you for whatever reason. Ideally, you should create, as we saw earlier with, trust region-specific social media channels, especially if you're linking extensively to these channels from, you know, the main version of your website.

Okay and of course, you should implement implement a feedback system to understand whether or not the localized versions of your website. Actually resonate. And whether or not, you know, there are no like issues that, as I explained earlier, could cause even, you know, people to not trust your website and, you know, not trust you to do business with you.

The last point that we have or the last step in this process is design, of course, because, okay, you did all this, like, effort and you followed all these steps so far. You also have to show people that, you know what, we have this content in, like, your language. Wouldn't you like to to see that content piece in your language or that page in your language?

So three points here to not, like, overcomplicate things. Language selector and language prompt and, you know, an additional elements that you wish to like include as part of this, this step. Okay. Now a language selector is as simple as, you know, we can see here in, in my screenshot, just a nice drop-down menu where the user can click on the language they, you know, that piece of content or page is available at.

And, you know, just change the version of the page to a language prompt, as you can see here. And I'm not sure if you can see the screenshot well, but this is from Canva. And essentially, you know, I'm in a different I'm in a German version of a page. And what they tell me is that, you know what we offer this page in a different language, if you wish, because we can see that, you know, you are in a different, let's say region.

If you want, you can switch to that language for that region. Okay. And this is a language prompt. And the last one, additional elements you should keep in mind that. Like different languages take different space. And so your design should be, let's say, scalable, or in other words, you should make sure that it can accommodate all these like variables.

When it comes to the text that different languages take. Okay. You should keep in mind directionality. There are some languages, like Arabic or Hebrew, that are written right to left. Okay. Which, of course, may require significant design adjustments to ensure a cohesive user experience. You definitely have to keep in mind that there are different like colors and different symbols mean different things.

In different countries or regions. Okay. And you should definitely keep that in mind before you make any significant rollouts for these languages and for this regions. And, of course, date, time, and number formats. You don't need me to tell you that. You know what? These often vary by by by country and by region.

So you should definitely keep that in mind. And I would say, like, have the foundation or be able, in other words, to make changes when it comes to design to design without having to, I don't know, restructure your code base or anything like that. Some final thoughts before we move forward with the Q and A.

The 1st would be London expand. You should start with 1 language. You should learn from, you know, how the rollout went. And then roll out more languages. As I mentioned earlier, when it comes to like condo localization, you should definitely not roll out, make all rollouts all at once. Okay.

Even though you can translate, and we saw a great example in the video, they are doing great just by translating content. You should. Localize. If you are serious about that, definitely recommend your website's core pages, homepage, feature pages, and pricing page for a SaaS company.

Okay. And the last point many things can go wrong with a localization project. You should choose to work with experts to avoid any missteps and mistakes. And we have some resources here that, you know, you can like visit to, to find out more about not just international economy strategy, but content marketing and SEO in general.

And that would be it. Let me stop sharing my screen

now. Awesome. Fantastic job. Detail and thorough as usual. We do have a few questions to kind of kick it off from anonymous. When should a site allocate resources to localization efforts? They gave some like some details. They have a SAS receive traffic from other countries and have groups of customers in those countries.

But U. S. is still like their biggest cohort. They're just kind of wondering like when they should start focusing on

other geos. First of all, I would say when you see that what you're doing, you know, works really well in one country that could be you know, and for one language, English targeting the U.

S. Market and other English-speaking countries, I would say that you can start replicating that. Okay. Now. The question, of course, is okay. But which country should I go first? Should I go after first? And as we saw here, of course, the

how you will prioritize depends on like your goals and what you want to achieve. Really? If you tell me that my goal is and I report just for traffic and nothing else. Okay, then you should pick the biggest traffic drivers in terms of like opportunity, right? If you tell me that We are interested in bringing in customers with high LTV.

Then you should try to get data from customers from from these countries and see if you know where the best customers come from and go after that country, even if HR tells you that you know what this country doesn't or keywords you want to target in this country doesn't. Seem to drive as much traffic.

It doesn't matter as long as you know that, you know what? It seems that the Netherlands, for example, are people from the Netherlands, are great customers for us. Then you should go after, you know, people speaking Dutch and they live in the Netherlands. It's as simple as that, actually. Once you have something that works.

Replicate it. So I guess that you're already at that stage. And when it comes to prioritization, it goes back to your goals. Is it traffic? Is it customers? Is it whatever it may be? You can like see dive deep in your data. And I would say then it's just a matter of like rolling out one country after the other.

Makes sense.

And then the next question is. Is URL structure important for just internal organization, or does it actually impact localized search?

I would say that many people may think that URL structure and, and picking URL slags may not be important. And it's something, you know, very mundane, like who cares about your slags in 2023.

Right. In my experience, it is important and you, you know, you'd want to have. Something that's clean and that, you know, is also evergreen, and you don't have to, you won't have to make like significant changes like moving forward. Okay. So I would say you can use the structure that we use. It's great.

It's evergreen, and you will not have to deal with subdomains or anything like that, which, if anything, makes things more complicated.

Awesome. Yeah, I think it's helpful. And this is actually the last question. Do all local search engines, you mentioned a couple during the talk, do they have, do they have their own kind of like custom panel to submit your sitemap and to kind of manage your like localized

SEO efforts?

That's a good question. Some do. And you also have to consider the fact that you can't just simply launch a localized version of a website in some countries, right? In some countries, you even have to go with a website that has a domain. Sorry. That has this, you know, extension like dot com, for example.

Okay. So you have to keep that in mind as well. But I would say that before I Google is, you know, fairly big, and I don't see it slowing down anytime soon. So I would say that what you are doing, you should definitely validate it in Google first. After you see that something is working, they're always, it's, it's like that, as I mentioned previously, like roll out one language first and then roll out the rest.

I will say the same here, roll out changes in one search engine and then expand in other search engines and see, like, the specifics of each search engine and so on.

Awesome. Yeah, that's that's helpful as well. And that kind of wraps up all the questions we have. Thanks again for joining again today as a, an insightful presentation.

But kind of give you a couple of minutes. If you want to kind of have any parting words before we give everyone their time back today.

Yeah. So I guess this is the time where I can just. Plug my stuff, right? So the agency you can find us at municia. com double T. You can connect with me on LinkedIn.

I'm mostly active there. And on Tuesday I launched growthways. com, which is a bi-weekly newsletter where I serve content that I don't serve anywhere else.

Written by
Bernard Huang
Co-founder of Clearscope

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