For some time, SEO has been expanding into the global marketplace, targeting multiple countries in order to gain more international traffic and a larger link base. Firms have desired to gain the attention of foreign searchers, not only for their business but also for higher rankings. Yet, many have fallen short in one critical area as far as I’m concerned: local content.
For those firms, localized content has been seen as a non-essential when doing SEO in the global marketplace. But why is this? Why would it not be one of the top-priorities? If Geo-targeting is so important for SEO here in the US, then why it would not be the same for an international target?
The fact of the matter is that it should be the same. Reading local content will not only cause more satisfied searchers, but it will also bring more users and raise your authority status and your trust/relevance levels. More searchers will turn to you for information because you’re speaking and presenting information to them personally.
What do I mean by local content?
Well, first the content must be in at least the country’s language and at best in the region’s dialect. For example, if the country you’re targeting is Germany, then you should be offering content in German. If the country is Austria where German is spoken, however, you should use Austrian German, since they use that more than Germany’s German (High German, Shwabish, etc.)
I’m not talking about settling for a word-for-word translation like you can find on Google. If you’ve ever read one of those translations, then you know they just don’t cut it. In fact, it turns you off from using that website and makes you want to find a site or article that’s easier to understand and sounds more fluid.
Next, the content should be relevant to the target country and interesting to them. Just like you wouldn’t talk to people in the desert about the benefits of having a heated pool in their backyard, so, too, you shouldn’t write content that means absolutely nothing to your target country. Instead, localize the information presented.
How do I provide local content?
This isn’t as hard as it may seem. You might not know all the languages you should utilize and chances are great that you don’t have in-house access to fluent speakers/writers. They’re not far away, however. A quick search can find you writers that can easily prepare localized content for you, or translate pre-written content.
Spending the money to get the right content is worth it. It doesn’t take much, but it will go a long way. As you already know, a satisfied audience means more audiences in the future. The only way to sufficiently achieve this is localized SEO content.