When you are transitioning your business into the global market it can be easy to forget that, in addition to all the other marketing changes you are making, it is important to revise your link building strategy as well. Links that have worked well for you domestically may not yield the same results abroad, and even the new links you develop will not necessarily have the same effect in every country. Perfecting your link building strategy, however, is a crucial part of any SEO project, even an international one.
Marketing in multiple languages
Unfortunately, there is no one strategy that will work in every country or with every language, and you cannot simply apply the techniques you used in one place and expect to get the results in another. You really have to get to know your new audience—its language, culture, and needs—in order to understand what strategy is going to work. This requires quite a bit of planning and market-research, so it is important to recognize early that you will spend a lot of time and resources on mastering the new market if you want to have an effective multilingual SEO campaign.
Testing new features on a global scale
One of the most difficult and resource-intensive aspects of international marketing is putting new ideas through the trial process. As an international company, your website will now be hosted across multiple domains in multiple languages, and every time you institute a new feature, it will need to be tested on all of these. This can be a very time-consuming, and frustrating process, but if you build your new pages with that in mind now, it can save you quite a bit of trouble in the long run.
Thinking locally while building internationally
Each new market you enter into will require a different, localized strategy. This can be very challenging on an administrative level, as you will need to coordinate multiple teams of people in multiple areas towards the achievement of cohesive goals. It is important, however, not to let the hassle of developing distinct approaches in each new locale intimidate you into adopting a blanket, universal strategy for every area you cover. With link-building in particular, you will be facing, not just cultural and linguistic differences in each new country, but technical differences as well. The ratios between deep-page and start-page links, the categories of TLDs you will be dealing with, the distribution of IPs that will be linking in, and even just the sheer number of links—all of these things will vary from country to country. In order to tackle these differences, it is vital that you approach each new market for your business as what it is—unique—and act accordingly.
This article has been provided by head of marketing for eMobileScan. A specialist provider of industrial handheld computers to the business sector. Their aim is to provider their customer base with a set of solutions that will help cut costs and increase overall productivity.