Think Global, Act Local:
Factors of Successful International Search Engine Optimization (SEO)

Expanding your web presence internationally can be challenging, especially without local resources at your disposal. But, with the right preparations it can be done. Understanding the basic principles of International SEO will ready you to enter a new foreign market successfully even without the guidance of a local search agency

The four considerations, which need to be planned and accounted for prior to implementing an international SEO project, are:

1. 1. Relevant Search Engines
2. 2. Site Structure Strategies
3. 3. Optimization Principles
4. 4. Localization Guidelines

This guide will cover each of these consideration sets, highlighting the most important questions you should be asking and answering before attempting to go global.

A good resource to determine what search engines are relevant in your local market is StatCounter GlobalStats http://gs.statcounter.com/.

Relevant Search Engines

When planning an international SEO campaign, first determine which search engines are most popular in the countries you are targeting. Don’t assume the search engine landscape will mirror that of the United States. In many foreign countries, Google’s presence is far more pronounced, while in others, a local or regional company dominates. For example, in Europe Google accounts for more than 90% market share. In Russia, Yandex is the most prominent search engine and in China, Baidu is the front-runner.

When considering which search engines to target, take note: unless a user has unique personalized settings, most search engines default to the user’s local browser settings. Meaning, if you are in Germany you will automatically be directed to Google.de. As a result, it is essential to do keyword research as well as rank checking on the local level.

Regardless which search engines are applicable to your desired target market, page optimization tactics will likely be similar. More tips on optimization and localization will be discussed in subsequent sections.

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