If you’re a business owner looking to expand your reach, going global offers greater opportunities for your brand. With so many competitors online, widening your target market is sure to set you apart from them. Not to mention, it helps boost your revenue too.
But transitioning from a small or medium-sized business to a global one has many challenges. One of those is making your website global-ready. Your existing website won’t fare well against those that are specifically optimised for users outside your local target market.
So, how do you gain traction for your widened audience base? You will need to make certain changes to ensure your website is ready for the international market.
In this blog, we explore tips you can use to ensure that your website is accessible worldwide and optimised for a wider group of audiences.
Whenever we click on a website or are navigating through it, we usually don’t have the patience to wait long for it to load. Everytime we encounter this problem, our immediate response is to just close the tab.
In fact, 87% of customers abandon a site that takes more than 2 seconds to load. Imagine how big your business would lose in just a couple of seconds. This is why ensuring a fast-loading site is necessary.
There are many ways you can do to improve your website speed. You could minimise the use of media rich content like pictures or videos, remove redundant codes, and uninstall slow or outdated plugins.
Top-rated domain extensions such as .com and .org usually rank higher on global search engines. However, one of the downsides of this is it becomes difficult for your site to rank on country-specific search engines.
To target a specific country successfully, it is always a good idea to buy a country-specific domain. For instance, for India, you can target .in or .co.in as your domain extensions to get high SEO results. Whereas for United Kingdom, it is recommended to grab a .co.UK domain extension for the best results.
Therefore, if you truly wish to reach a global audience spread across multiple geographies, getting a country-specific domain extension is your best bet.
Another important aspect of optimising your website for a global audience is to research the best way to appeal to your audiences with a URL.
Choose a good URL structure to inspire both confidence and trust in your audience. Think about whether your audiences require ccTLDs or whether you can keep using your existing domain name and work on subfolders instead. Some of the most common options include:
ccTLDs or global top-level-domains in combination with subdomains
Country code top-level domains (ccTLDs)
Either ccTLDs or gTLDs in combination with subfolders
Either ccTLDs or TLDs with a combination of subdomains and subfolders
Remember that each of these options has its pros and cons, and you need to research thoroughly before making your choice.
Global SEO marketing is typically a mixture of localising the content, choosing the right search engines, and understanding keywords.
1. Localise your content: If you are in a business that sells a product or service worldwide, localizing your content online can help you create massive opportunities.
There are two main ways to target your queries here, including:
This essentially means making various alternative versions of your website based on the region. However, you don't necessarily have to translate your website to another language to target other areas. You can simply have a default English website with alternatives in the US, UK, or Canada.
This means making an alternative version of your website in another language (covering that language in entirety across all geographies).
2. Choose the right search engines
Global SEO can be just as competitive as local SEO. This is the reason why a robust global SEO strategy with localized content optimization is the key to gaining traction and getting the long-term results you’re looking for.
For a winning global SEO strategy, you need to pick keywords that are specific and relevant to your business and helps you drive the right kind of traffic to your website.
Instead of plain text, you can boost your page ranking by strategically placing the keywords in the page title, alternate text, anchor text, page descriptions, and header text sections.
To prepare your website for a global audience, it is important to understand that some web hosting solutions can’t keep up with a global web design. There could be multiple factors behind this, including lack of server resources, how much traffic the server can handle, and distance that could hamper the website's speed and loading time.
So if you’re serving a global audience, you need to:
Optimising your website for a global audience is a challenging task that requires a well-defined and targeted approach.
To simplify the process, first lay down the goals you wish to achieve with a global website. After, you can lay down the things you can do in line with your goals and prioritise them. Once you see what works and what doesn’t, you can restrategise and apply new techniques to see how they’ll perform.
Transitioning from local to global is definitely tricky, with speed bumps along the way. But the overall ROI can be enormous if you manage to do it right.