3 International SEO Tips to Help Penetrate Emerging Markets

Authored by Paula Shannon, Lionbridge Staff Writer
May 29, 2014

The rapid advancement in digital technology has made it possible for global brands to consider penetrating emerging markets much earlier than might have been possible in an analog world. This has led many to embark on revenue expeditions in far-flung locales. However, the excitement over revenue potential in these regions has been tempered somewhat by the very real challenges of expanding into these markets. Many global brands have learned the hard way that each new market has its own unique characteristics and ideal points of entry.

Success lies in your ability to flexibly deploy custom approaches for each market. That means moving beyond a focus on linguistic differences and instead understanding local consumer behavior and preferences and incorporating those into product and marketing strategies. With so much of marketing digitally based now, international SEO services are an invaluable resource.

The revenue hunt in emerging markets will require a well-defined roadmap, with new tools and tactics to support your efforts along the way.

We have identified 3 international SEO tips that will take you a long way down the road to success. 

3 steps to successfully penetrating

Discreet and Disconnected                  Shared  and  Overlapping               Centralized and Optimized

 

Step 1: Be found

It’s obvious that if your prospects can’t find you online, they won’t be able to buy from you. What’s not so obvious is how reaching emerging markets differs from your current approach in established markets. The minimum requirement is a localized website in the target language. While many brands offhandedly assume that international users speak enough English to find and use the main website for purchases, the Common Sense Advisory survey report, “Can’t Read, Won’t Buy” confirms that people prefer to buy in their own language. In fact, over half of respondents reported that they exclusively buy from websites written in their own languages.

Being found in international markets, as well as converting those visitors into clients, is best achieved by catering to local linguistic and cultural nuances.

If your content doesn’t use the right keywords for that language, you will not show up in search results. In addition, if your content doesn’t resonate with the local audience and doesn’t compel them to engage with it, you will fail to attract the necessary off page links to rank at the top. Simply translating your current website and successful Google keywords into the local language word-for-word is not enough. To win requires carefully studying your target markets and creating unique, focused campaigns for each. For an international SEO strategy this means you need to carefully localize your target keywords using in-country research that includes search intent and then create high-quality content that attracts both search engines and enthusiastic, connected visitors. This is where nuanced and researched localization of your website goes hand-in-hand with the SEO strategy used to enhance your search performance. Your localized websites need to be created and promoted using SEO strategies that are carefully crafted for local consumers. That is because the SEO, social, and content marketing strategies that help you succeed with Google do not always work in the preferred search engines of emerging markets. There are unique strategies required to drive search performance on engines like Baidu, Yandex, and Naver. And while you may never have heard of them, it’s important to pay attention to these engines; Yandex is the Russian leader and the world’s fourth largest search engine, while Baidu owns over 15% of global search due to its 62% market share leadership in China.

Step 2: Land, Launch and Execute

Reaching new markets is faster and easier than ever before.

Cloud applications, global marketing resources and the international SEO techniques described above enable an agility that makes it nearly effortless to reach increasingly connected global audiences. That ease of access may make it tempting to manage the whole process from a 5,000 foot perspective. And while revenue may start flowing with this approach, a little digging into the analytics might easily convince you that a more tangible presence could return even better results.

That’s because building a local customer connection goes beyond the web; real success requires in-market engagement that can only happen on the ground. Whether you’re refining global product offerings or preparing for a full market entry, landing, launching and executing can be greatly streamlined by leveraging the power of international crowd workers to be your eyes and ears in target markets.

Step 3: Learn and listen

Once you’ve made a connection and inroads into a new market, it’s imperative to maintain your brand image and goodwill with consumers. Things can change quickly in emerging markets, making it vitally important to keep your finger on the pulse of consumer sentiment. Just as in the US, social media channels provide a golden opportunity to connect with consumers and keep an eye on how sentiment is shifting in new markets. In fact, WebCertain reports that emerging markets have adopted social media in numbers far greater than the US and even Europe — Asia-Pacific has 777 million active social networking users. But the highest social media penetration is in the Middle East and Africa where 4 in 5 internet users are on social networks. And according to a recent eMarketer report, the fastest increases in social network user populations in the near future will be in India, Indonesia, Mexico, China and Brazil. That makes social listening a powerful tool to help you focus your marketing strategy in emerging markets.

Social listening is the other side of the social media coin; it means paying very careful attention to what is being said about your brand.

By looking for patterns and trends in the social media chatter, you can discern an overall consumer sentiment that can be used to tune local messaging to support marketing initiatives, improve search engine visibility, and promote and protect your brand on a global scale. In particular, sentiment analysis provides an indicator for how products and brands are regarded by customers and can help you head off perception problems before they blow up into fail whales — but only if you can wrap your arms around the vast quantity of social media information rolling in across countries, languages and cultures. The volume — and value — of the information demands a dedicated, real-time and highly responsive approach to discerning social sentiment.

While social listening may sound passive, it’s critical to be locally relevant with your social media listening — perhaps even more so than with SEO. Social media interactions are rife with slang, jargon and undertones whose meaning is invisible to machines and non-native speakers alike. But while being locally relevant, you also need to be globally consistent so that you can fold your social media strategy into your global marketing operations workflow to take advantage of worldwide social media intelligence without placing undue burden on your in-house resources.

Summary

Expanding globally is incredibly rewarding, but it is an endeavor that needs to be undertaken with an understanding of the challenges that may arise at every step. Starting with a nuanced web presence and SEO strategy, backing it up with on-the-ground resources on demand, and continually listening and improving your efforts are 3 sure steps you can take to make the journey smoother on your path to international profits.

 

Related Articles

Structuring for Success: Improving Global SEO with Quality Content and Keyword Research

What to Avoid when Going Global with Chat Services

Managing International Websites

 

Related Services

Global SEO & SEM

Campaign Management

Website Translation

28 thoughts on “3 International SEO Tips to Help Penetrate Emerging Markets

  1. Pretty ǥreat post. I јuust stumbled upon your weblog and wanted too mention that I have trulʏ loveɗ browsing youг weƄlog posts.
    In anyy cаse I’ll be subscribing for your rss
    feed and I am hoping youu write once mօree soon!

    Also νisit my blog; Seo Zenfolio

  2. Greate pieces. Keep posting such kind of information on your page.
    Im really impressed by your site.
    Hey there, You’ve done an excellent job. I will certainly digg it and individually recommend to my
    friends. I’m sure they will be benefited from this web site.

  3. Excellent site you have here but I was wanting to know if you knew of any user discussion forums that
    cover the same topics discussed in this article? I’d really love to be
    a part of online community where I can get feed-back from other experienced people
    that share the same interest. If you have any recommendations, please let me know.
    Appreciate it!

  4. Woah this particular blog page is astounding i really like mastering the articles you write. Continue to be up the great work! You understand, a lot of everyone is seeking rounded for this details, you could potentially support these folks enormously.

  5. This is really interesting, You’re a very skilled blogger.
    I have joined your rss feed and look forward to seeking more of your great post.
    Also, I have shared your site in my social networks!

    My webpage … seo consulting

  6. Thanks a lot.The articles of your site is really helpful and usable for visitors.

  7. First off I want to say awesome blog! I had a quick question that I’d like to ask if you do not mind. I was curious to find out how you center yourself and clear your head before writing. I have had a difficult time clearing my mind in getting my ideas out there.

  8. Its like you read my mind! You appear to know so much about this, like you wrote
    the book in it or something. I think that you
    can do with some pics to drive the message home a bit,
    but instead of that, this is wonderful blog. A great
    read. I will definitely be back.

    My blog post: Denver SEO Companies (http://maslo.yoyoing.ru/?p=172)

  9. Keep this in mind when you are making your marketing plan, and know that there
    is always room in the budget for credibility.

    After the planning has been finalized it is time to execute it.
    Where costs must be kept low, due to scarce funds and low financial commitment, the optimum
    way to gain organic traffic is by getting your website to
    the top of the search engine results – if you are successful with this tactic then the search engines can throw a huge amount
    of targeted traffic your way (its then your job to convert these visitors to
    sales commissions).

    • Jamie Whalen says:

      Thanks!

      Lionbridge Team

  10. That is really interesting, You are an overly skilled blogger.
    I’ve joined your feed and stay up for in search of extra of your fantastic post.
    Additionally, I’ve shared your website in my social networks

    • Jamie Whalen says:

      Thanks! We look forward providing some new and exciting content weekly to you.

      -Jamie
      Content Manager, Lionbridge

  11. I am really enjoying the theme/design of your blog.
    Do you ever run into any web browser compatibility problems?
    A small number of my blog audience have complained about my blog not working correctly in Explorer but
    looks great in Opera. Do you have any suggestions to
    help fix this problem?

    • Jamie Whalen says:

      Hello !
      We’re so happy your enjoying our blog. We do get some compatibility issues on the web browsers we use. When this occurs we generally ask the people experiencing the issue to try and first update the browser edition. Many times when someone has an outdated web browser it can lead to an issue with a blog not working properly for your audience. If this doesn’t fix the issue you may have to work with a web developer or the help area of the CMS platform your using. Hope this helps and please keep sharing our content.

      -Jamie
      Content Manager, Lionbridge

  12. Many thanks for one more great write-up. The location else could possibly any one wardrobe form of data in this a good way regarding publishing? I’ve got a business presentation in the future, and I’m on the search for such information.

    • Jamie Whalen says:

      Hi,
      What is it exactly that you are looking for in the localization content? We love to help our clients but just need a little more information from you.

      Thanks,

      -Jamie
      Content Manager, Lionbridge

  13. I have been surfing on-line more than 3 hours as of late, but I by no means found any fascinating article like yours.
    It is lovely price enough for me. In my view, if all webmasters and bloggers made just right content as
    you probably did, the net will probably be much more helpful than ever before.

  14. I’m really enjoying the design and layout of your website.
    It’s a very easy on the eyes which makes it much more pleasant for me to
    come here and visit more often. Did you hire out
    a developer to create your theme? Outstanding work!

    • Jamie Whalen says:

      We currently use the WordPress system here at Lionbridge to run our Content Hub. We run it with a developer and a talented team of individuals who truly love helping others understand the world of online content marketing.

      Thanks -
      Jamie Whalen, Manager of Content at Lionbridge Technologies

  15. Wonderful post! We will be linking to this great post on our site. Keep up the great writing.

  16. I became reading the posts, and that i definitely accept what John said.

  17. Howdy very nice site!! Guy .. Excellent .. Superb .. I’ll bookmark your website and take the feeds also…I am happy to seek out numerous helpful info right here within the put up, we want work out more strategies on this regard, thanks for sharing. . . . . .

  18. Nice topic. i think you should write something more about this so that can help us more to know about this.

  19. Hi colleagues, its fantastic piece of writing about teachingand completely explained, keep it up all the time.

  20. I just want to say I’m all new to weblog and truly liked this page. Almost certainly I’m likely to bookmark your blog post . You actually have terrific article content. Thank you for sharing your web page.

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>