SEO for global content means creating and optimizing informative, relevant, credible and target market appropriate content to attract and acquire audiences from search engines. It also means creating content that is translated and localized for each of your audiences.
Google’s algorithms analyze a page’s content and delivery query results to searchers based off the relevance of the page to the search. Any information you create, can be considered content. But, in general, below is a list of the most common types of content.
- Website Pages
Content Creation Tips
If you want your content to be found by your audiences, you must understand what information they need, how they are searching for it, and where they are searching for it. Developing content with the goal of informing your audiences should be your main focus.
Creating global personas is the first step in a successful content strategy. Who are you targeting? Where are they located? What languages do they speak? These are just a few of the questions you need to ask when developing your personas. Answering these questions will help you develop content that is relevant to who you are targeting.
To generate traffic from search engines, you need to do keyword research before you start writing. Choose phrases that your audiences use in search queries. Aim to select phrases that have high search volume and low competition, and try to be more specific and less generic. Google Keyword Planner tool is a great resource for keyword research.
An additional step in keyword research is choosing phrases for each of your locations. Don’t create one list based off of search habits of your English speaking audiences is the U.S. and expect it to be applicable for your Spanish speaking audiences in Mexico. Do develop lists for each location and each language you are targeting.
The search engines your audiences are using is also something to consider. If you are targeting Russia or China, for example, be aware that a majority of people there use Yandex and Baidu, respectively, as their primary search engine.
Don’t stuff your keywords to try and boost your traffic (this will backfire and you will be penalized) instead, strategically place your keywords throughout your content and focus on these areas:
- Page title
- Body text
- Images and image alt attributes
- Internal and external links
- Meta description
- Meta keywords
Create content in your audiences’ languages. Don’t rely on automated translation to reach your global audiences. Devoting time and resources to develop content for all of your targeted locations and languages will build trust with your customers across all regions. It will show your global audiences that you value them just as much as you value customers who speak your content’s source language.
The more people involved, the richer the results can be. Share your content through your social networks, like Twitter, Facebook, LinkedIn, Instagram and location specific platforms.
Your network can share, like, retweet, and repost your content which will help increase your traffic. These promotion channels can also be used to connect and engage with your audiences and industry peers.
Measure and Analyze the Results
Evaluating the effectiveness of your content will help you determine if the content type and topic are generating the intended traffic. You can see what content types are performing the best and model your other content after it. You will also be able to see if your global content is generating traffic in the intended locations.
Having defined measurements will allow you to keep the course of your current content strategy or choose to take it in a different direction.
The purpose of global content is to attract and retain customers by consistently creating and curating relevant and valuable content. Develop content with the intention of informing your audiences, and create content that is aimed at all of your languages in all of your locations.
The Benefits of Global SEO Services
With the world as your market, you want to ensure that your website content is attracting all potential customers in the language they can best understand. You may gain further insight into Global SEO and related topics by reviewing blogs written by GPI:
- Content Strategy and UX – Part 1
- How to Implement SEO Basics for your Website
- SEO for Blog Posts
- Best Practices for International PPC Campaigns
- SEO for Multiple Locations
- How Global SEO Techniques Benefit Your Business