Nowadays international companies try to conquer a big part of the regional Internet-market in the global promotion context. To compete in a local market, every business should choose a right strategy of the brand positioning and coverage of the target audience.
As a usual, there are 5 main rules for global SEO ranking. Let’s consider every of them.
Differ country, differ Google
Google has two ways for search result targeting.
First, some countries as UK or Canada has its own Google version, such as Google.co.uk and Google.ca. It means that appropriate search results will be delivered to relevant users from this countries foremost.
Also, there are different versions of Google.com. Generally, Google.com in the USA and Google.com abroad. It means if users abroad go to Google.com they don’t get American search results, especially it can be only some kind of internationally results and results in their geolocation.
Conclusion: to have a high ranking position you’ll need to rank on certain country-specific Google versions.
What steps to take…
1) Difference between 'TLD' and 'ccTLD'
Top-Level-Domain. They’re used around the world to determine the specialization of organization and haven’t any territorial restrictions. So, today there are 6 main domain zones such as .com, .org, .net, .biz, .info, .name. They don’t indicate any country and are better for ranking internationally. These zones are supported by means organizations interested in it.
Country Code Top Level Domain. Domain on a geographical or a regional basis. These are the two-symbol top level domain for specific countries or regions. F.e. .de for Germany, .ca for Canada, co.uk for UK. If you target in a specific country you should obtain the relevant ccTLD. But remember this domain can limit your ranking internationally.
2) Appropriate IP Address
Every computer or another network device connected to the Internet has it’s own a unique ID. It’s called Internet Protocol (IP) Address. IP address is a unique number and used in any networks built using IP. The website also has an IP address assigned by the server on which it is stored. So, geographical website location is a Google ranking factor. And if you can buy hosting locally, do it.
3) Webmaster Tools Geolocation
In case you’re country targeting and not using ccTLDs but sub-directories or sub-domains, you can geolocate each one of them independently to target their specific country in your search engine’s Webmaster Tools.
4) Crawlability and Indexability
As any website, international Web versions also need to be crawlable and indexable to be relevant and take part in ranking competition. Easy and clear website structure helps to rank high your web resource.
- The title and meta description
- Menu and navigation elements
- Images and ALT descriptions
- Main body information
5) Local content, relevant content
Relevant content has a great impact on global ranking. To promote website it’s necessary to customize content according to language feature of chosen country. Use schema.org to detect data on your site and be recognized for search engine machine.
6) Design and Usability
Speaking of usability, different countries have their own preferences. And don’t forget country’s cultural habits and tradition, because there are different relations to the same design website features. Review each site with a local Web designer or someone who specializes in the target country.
7) XML Sitemaps
Make sure each site uses XML sitemaps and register them with the search engines. If you use subfolders, create a separate sitemap for each country and register it in Google Webmaster Tools as a different website.
I hope this first encounter allows you to identify the hidden international SEO potential of your site and helps you plan your projects with the right scope, support, and resources.