It all boils down to local content gap analysis. Local keyword research is only one part of the equation — as important as it is.
The next part of the equation is true local expertise.
also Conduct each market’s own keyword analysis from scratchyou also need to do an analysis of the local services already available for each audience and their respective local rankings (which may surprise you).
These usually fairly small, very localized competitors can be quite different in different regions.
They can have a big impact on their audience.
Not only do you need local language and local marketing expertise to translate your content, but also competitor research.
It’s important to understand the environment and culture you’re entering, and it goes way beyond word-for-word translation.
learn from the locals
Once you know your local competitors, dig deeper:
- What do they offer that you (yet) don’t have?
- What is their best format for ranking content?
- What gaps can you fill in their product?
- Are they using video successfully? How are these formed?
- Are they focused on image carousels? blog post?
- What kind of content works best for them?
And of course: Which keywords do they spend the most on?
Answering these questions can provide valuable information for your own strategy in each region.
Compare your own content for their respective markets and be honest with yourself. Is your attitude towards your target audience really in place?
For example, see what different cultures look for when searching for “dress.”
We compared search volumes in Portuguese and German:
Screenshot of Acolad comparing the most popular short and medium term keywords for ‘dress’, Portuguese vs German, June 2022Can you optimize based on strictly translated content?
Or do you need to create new, targeted content from scratch – maybe a new format?
Consider local video trends and preferences
Suppose your local expert gives you an indication Need more video content.
Don’t just go with the flow and turn any written content into bits of text moving across the screen.
Instead, take a deep dive into which video formats are performing well in each market.
Can they be more text based, or does your regional audience prefer human interaction?
If so, do you need to use local crew and local actors to produce content live in these areas?
Or do you want to cater to regions that require highly interactive video formats, such as instant commentary directly on the screen? China is a good example.
Do you need to go online and seize flash sale opportunities? Or, will you rank better with how-to videos directly related to your product?
An equally thorough local analysis should be done for each format that is determined to be more valuable to your target audience in each location.
Consider how channels and content formats vary for different audiences
As you go international, the way you leverage channels and content formats may change.
Domestic marketing wisdom about what works best for your goals may not apply abroad.
Even how you present a blog post to your audience depends on their preferences: do you cater to a market that likes a lot of visual support?
If so, would they be better connected to photos of humans they can identify with, or would they prefer to provide logical support through diagrams?
what is cultural meanings of certain colors?
Do they need information in a very “understandable” format, like catchy bullet points, or do you have to provide exhaustive reasoning to earn their trust?
Are they competitive and enjoy the “top ten/top five/top three” list format?
Are they more easily associated with information when conveyed in person through interviews?
Do they prefer a formal tone or something more informal?
Localization experts can help you understand how your audience interacts with different channels and formats in your target location.
If there are cultural differences or different digital marketing frameworks to consider, you might not even know them.
That’s why you need a localization expert, not just a translator.
Glocal SEO means treating each region and audience as unique.
Glocal SEO requires technical and local expertise
All of these problems can be solved with data.
However, filtering and interpreting the data and transforming the results into locally successful content requires expertise.
It requires the right technology, and tools like Semrush.
But don’t be fooled.
No technology is smarter than the people who use it; This is where real experts can shine.
Expert local cultural insight enables them to:
- Find information important to you.
- Verify the correctness and validity of data about the target market.
- Interpret data to inform your local activity and predict future trends.
If your product line is very specialized, make sure your local SEO specialist is also familiar with your product range.
The same goes for local linguists who will recreate your content for each market.
Don’t forget to apply Glocal principles to technical SEO
even Technical method Regions are different.
For example, in certain markets in Asia, you may want to completely replace your website with a microsite integrated into the application of a leading local portal.
Other locales require your own application, usually as a supplemental option and sometimes as an alternative.
Everything depends on your sociological target group, their location and the personal mix of your product.
If your audience’s technical needs differ significantly, you may need to re-scope your project.
Wrong payment method can affect your business
Last but not least, even with perfectly localized content and channels, you won’t be able to generate any sales if you don’t take payment!
Believe it or not, neither MasterCard nor Visa can be used anywhere.
have country You don’t need to worry about this.
In many countries, paying through the app has actually become mandatory – but which system does your local target group trust?
Some viewers are very picky about the payment services they use.
Payment adaptation is an important aspect of localization and overall business. It’s also easy to forget!
Glocal SEO is an expert thing
The domestic SEO team does an excellent job in your domestic market.
However, when it comes to developing across borders, there is no “one size fits all” approach.
Even the most perfect native strategy needs to be tailored for each new market.
For your SEO strategy, this means: when you go international, you need to go local. Talk to a local SEO expert.
That’s what glocal SEO is all about.
It requires experience and a global network.
Hire the best experts Get the best ROI for your hard work!
