Reaching out to a new market can be a challenge. It isn’t easy, especially if you’re going on blind and your brand isn’t established in the new market. It’s even harder if your new market is in a different country altogether.
Cultural differences, the language barrier, and simple geography can all get in the way of you establishing your presence in a foreign market.
One way to break into the international market is to use search engine optimisation. Google is the universal language. Using it to tap into markets is an excellent way to establish yourself without having too many resources tied up in the process.
So, how do you use SEO to tap into an international market and promote your business? Well, the general procedure is the same, whether you want people to visit WA stay today or to sell steel across continents.
Your first step, as with anything else, is research.
You need to check where your website is already getting international hits from. Which other countries are providing your business with organic visibility and traffic? From there, figure out how much of that is a trend over time, along with how much of it is coming from where.
Then you need to pinpoint what parts of your business or site attracted them in the first place. You’ll need to check keywords and pages, see what drew the search results to you. After that, compare it with the top visitors in that local market. How do you compare?
This data can help you determine which markets are ripe for you to expand into. After all, if these countries are already seeing your service, then you have a foothold you can use.
What comes after that is more research, but this time you’re looking at the competition.
First, you’ll want to review relevant keywords based on the region. Sometimes the search terms differ from one country to another, or location-based keywords might rank differently. Use these to determine what people search for, and how you can tap into that without changing too much about your site.
Look at the volume of the searches. How many people bother to look for your product or service in general, rather than just your business specifically? A low volume could mean there’s not much of a market to tap, or it’s all done “boots on the ground.”
If there’s enough volume, consider the competition. Who are you competing with and how established are they in the area? How do you rank versus their offerings?
From there, it’s all a matter of logistics and planning. You have an idea that your services or produces would be welcomed, there’s a market for you. You have an idea how big that market is. All that remains is to send boots on the ground to do more research, figure out how to get started.
If your services require a location or some “home base,” you’ll first want to build that base. If not, then it’s a matter of translating what you currently offer to improve your odds.
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