How to Optimize Your International SEO for EU Localization

How to Optimize Your International SEO for EU Localization
Lucy Xu
August 20, 2019
3 min read

First comes localization, then comes optimization. When it comes to the website and product in its native language, successful businesses take care to properly articulate their intended content and optimize for traffic and performance. The same goes for the localized content of strong global companies to not only be found by their international audiences, but effectively engage them by speaking their language by way of familiar keywords.

In this next post of our EU Localization series – exploring the must-know insights for EU companies taking their companies global with localization – we break down some key tips and tricks for optimizing your international SEO when localizing.

Conduct an Initial Analysis

While localization and international SEO can seem like a daunting task, it is actually easier than many perceive and starts at a very familiar point – your domestic site. Your current website as it stands in its native language provides a plethora of valuable information enabling you to validate exactly where and what to localize in your global expansion efforts. To conduct an initial analysis, utilize easily accessible tools (such as Google Webmaster and Google Analytics) to identify your current search visibility on a global scale and find hard data on international traffic, content trends, page preferences, and top keywords.

Understand the Local Keywords Trends

Before translating and localizing, it is important to take a step back to see which of your company and industry keywords are surfacing in global markets. Terms, expressions, and phrases that are common in your native industry may be rephrased or irrelevant abroad. So, once you have your short list of new markets you’ll be localizing into, spend some time researching the top industry keywords in each of your target languages. Couple this with the initial analysis research, and you will have SEO-optimized content on both the source and localized levels.

Use the Local Search Engines

As you go on to identify the top keywords to include in your localized content, keep in mind that many international markets have their own search engines that may not be as familiar a name as Google or Yahoo. While Google is dominant in much of the world, there are notable exceptions especially as you traverse into more foreign markets and languages. Do your research and then prioritize your search engines so that you can most effectively build in localized keywords that will be picked up in your target languages.

Optimize, Optimize, Optimize

While SEO inherently has the word “optimization” baked into the DNA of the word and its meaning and execution, in this case take “optimize” to mean all of the technical aspects of implementing a global website infrastructure rather than just the keywords themselves. This is especially vital to take into consideration before you start building out your localized site, as it is the foundation of your future global scale. Start by setting up a plan for a foundational international URL structure and then keep the other elements in mind as you continue to evolve your international digital properties.

Start Optimizing Your International SEO Today

To learn more about international SEO for your EU localization efforts, check out our webinar on Best Practices in International SEO and get actionable tips on developing domain authority and trust for new locales, putting the right technical SEO elements in place to support your global growth initiatives, and more. To unlock the power of localization for your company, sign up for your 15-day free trial of Transifex: www.transifex.com/signup.

Lucy Xu

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