Global SEO Strategies: How SEO Practices Differ Across Countries and Markets
The term SEO or Search Engine Optimization is no news nowadays and it seems that almost every digital native has at least some slight idea on it. SEO has quickly spread across different companies in countries all around the world as they have recognized its importance when it comes to the online presence of their websites. The term itself is an umbrella for many operations and strategies that go behind it and its excellence can only be reached when considering the function of every component.
Although SEO is present in the online world all around the globe, it is not a one-size-fits-all concept. What does that mean? Well, it primarily means that SEO practices around the world in different countries and different markets are not the same. They need to be tailored to external circumstances such as, for example, language, culture, or search behaviors. In this article, we will have a look at different SEO practices around the world and what key factors influence those differences.
The Dominance of Different Search Engines
One of the key differences when it comes to SEO in different countries or regions is the dominance of the search engine. Many people think that Google is the leading search engine worldwide, and while it is true that it does hold some popularity globally, it does not take the place of the dominant search engine in all countries. Needless to say, every search engine has its own requirements and guidelines, so every company should optimize based on the target search engine.
Here’s which search engines are dominant in top countries:
Google is the dominant search engine for countries like the UK, the US, Europe, Australia, and Canada. In those specific countries and globally, Google holds up to and sometimes over 90% of the market share. SEO practices that are key to optimizing a website for Google as a search engine are backlinks, quality content, site speed, and mobile-friendly websites.
- Baidu
Baidu is the leading search engine in China. China, being one of the most business friendly countries and a target market for many companies there, uses Baidu for the majority of the market share. Different from Google, its algorithms are all about Mandarin content and the compliance of this content with the Chinese laws. Hence, SEO optimization should be emphasized on those parameters in China.
- Yandex
Yandex is the leading search engine for Russia. Similar to the previous two search engines, Yandex focuses heavily on geo-targeting and user behavior. Needless to say, SEO for Yandex emphasizes Russian content which covers user engagement in locally hosted websites.
Language and Localization
Language is what makes the difference when it comes to optimizing content. Sometimes companies use translation to offer their services in multiple languages, which often ends up being unsuccessful. Why, one might ask? Well, that is because optimization doesn’t require simple translation, but rather localization of the content which the target audience can relate to.
One of the most important components of SEO optimization is the use of keywords. It goes without saying that those keywords will inevitably be different in different languages, but they can also differ when it comes to dialects. For instance, if you are tailoring the content for Canadian search engines, then you’d choose the keyword “colour,” but for the US you’d have to choose the keyword “color.” Similarly to that, in the UK the users would search up “holiday lets,” while in the US, they would search up for “vacation rentals” to look up the same thing.
Cultural Differences in Search Behavior
Cultural differences are not only felt in the cities or behavior of people when visiting a new country. Those differences can also be seen in the search behavior of users. Search behavior is another key component for SEO as this is the only way you can determine what and how your target audience will search up on the search engines.
For example, search intent is one of those cultural differences. In some countries, users search for a product but would rather read a whole page of information about it first before purchasing. On the other hand, some other users prefer a solution-oriented search and just want to order the product straight away. Being aware of the search intent is crucial to optimizing the website in a way that will increase user satisfaction. Similarly, while mobile devices hold over 50% of web traffic, some other users prefer searching through their desktops. Hence, implementing mobile and desktop SEO strategies is crucial for websites.
Conclusion
It can be concluded then that when creating SEO optimization for different markets worldwide, different strategies should be used. One of the most important steps to take into account is understanding the local market and the search behavior and as a result, tailoring the content based on those parameters. Once you have understood the unique characteristics of those markets, your business is almost guaranteed to receive that competitive advantage.
