Entering a new market where your band is not known can be quite a challenge. You are up against competitors who have already settled in and are most likely using SEO to their advantage.
That is why your website needs to be visible on search engines in a new market.
As of early 2024, there were 35.75 million internet users in Poland. 40.5% of them discovered brands through search engines, and 30% of them found a brand through its website.
Due to this, optimizing your website for foreign markets should become a key part of your marketing strategy. It allows you to reach new customers and build brand recognition through search engines like Google (or others) and your website.
Remember, international SEO should be a part of your company’s growth plan, backed by market and target audience analysis. Discover the benefits it can bring to your business and why it is crucial not to overlook it when expanding abroad.
1. You will build brand visibility and awareness
A well-crafted SEO strategy begins with a thorough analysis of the market and target audience.
High rankings for keywords and phrases used by your customers increase chances for conversion and sales. By optimizing both content and site structure, you can capture user interest while they are in search of your product, service, or brand.
A website intended for a new market must be optimized appropriately, including using Hreflang tags for language targeting. Through other elements of SEO that affect site speed, as well as content marketing and content localization, users are encouraged to linger longer on your page because they will find the content on the page interesting, and it meets their needs – prolonged engagement signals to search engine algorithms that your content holds value.
Visibility in search engines builds your company’s position in the new market
Users often view websites that appear in the top spots of Google (or other search engines) as more credible. Even if they do not decide to make a purchase right away, repeatedly seeing a brand in search results builds brand awareness and may eventually lead to more customers and returning visitors.
2. You will uncover local trends and competition
Tools like Google Keyword Planner, Semrush, or Ahrefs can identify phrases with high searches yet low competition.
Keywords not only provide valuable insights into popular products or services; they also shed light on customer queries or concerns.
Long-tail keywords offer insights into complex consumer queries and provide a deeper understanding of their needs.
Keyword research involves search intent – knowing why someone types a certain phrase helps tailor content reflective of user intentions. It could indicate that the user:
- is looking for information (Informational)
- wants to find a specific section on a site like pricing (Navigational)
- is doing research, such as on products or brands (Commercial)
- plans to buy a product or service (Transactional)
Understanding the intent behind a keyword helps create content that caters to the user’s intention. Here is an example from Semrush showcasing search intents for a few key phrases related to shoes:
The word with the highest search volume, “shoes” carries both informative and transactional intentions. Search volume reveals the popularity of a word or phrase – in Semrush, it is the average monthly number of searches over the last 12 months.
An example of content tailored to informative intent includes guides like “How to Choose the Right Running Shoes?” or “How to Clean Suede Shoes?”. These sorts of articles aim to educate or inform the reader.
On the other hand, transactional intent is addressed by content featuring phrases with prices, as someone using the search engine with this intention is ready to make a purchase. They are looking for specifics and possibly a good bargain.
Meanwhile, a user typing “running shoes” into the search engine is likely conducting research before buying. Thus, it is wise to optimize content like “Running Shoe Rankings – Prices and Recommendations” for this phrase.
Analyzing the SEO efforts of your competitors and their targeted keywords is an excellent way to learn about emerging trends in the market and discover untapped areas that hold potential for your business.
3. You will gain insight into your customers
It is also important to analyze your own traffic. Increased activity on your website, thanks to better visibility on Google, provides data about users and their behaviors.
This information is incredibly valuable when planning promotions, expanding your range of products, setting pricing policies, or studying the site’s usability.
Understanding where your users come from, how they behave on your website, and which content grabs their attention the most can provide valuable insights. This knowledge helps you grasp what genuinely interests them and highlights areas for improvement in your offerings or marketing communication.
4. You will build authority via backlinks
International SEO goes beyond mere technical tweaks or keyword adjustments. It also includes Digital PR aimed at gaining backlinks from reputable websites.
It is worth working with SEO specialists to find high-quality websites and establish collaborations with them, such as guest blogging.
Another method for acquiring backlinks involves focusing on the quality of your content. High-quality content that meets the E-E-A-T guidelines (Experience, Expertise, Authoritativeness, Trustworthiness) stands a good chance of being shared by other websites. If your posts are valuable, other sites may include backlinks, often called editorial links, in their content.
So, what kinds of content help build backlinks and support link building for SEO? Here are a few:
- Content that answers the questions of your target audience, like how-to articles, reviews, or product/service comparisons.
- Articles that present statistical data in a reader-friendly format, like tables, charts, or graphics.
- Infographics or e-books.
Additional benefits of international SEO: conversion, improved UX, and content optimization
While SEO services carry costs, the ROI far outweighs expenditures since organic traffic does not need constant funding like ad campaigns.
That is not all. Optimized content can keep generating traffic and conversions for months – or even years – making it cost-effective long-term. Such quality material is fittingly leveraged to promote brands in the new market.
Moreover, SEO improves website quality by enhancing load speeds, responsiveness, or navigation, enriching user experiences. It benefits users originating from paid campaigns, too.
In conclusion
If your competitors in a new market are investing in SEO while you are invisible in search results, it might stifle your growth potential.
SEO is a powerful tool for building authority in the industry – it applies to both service-oriented companies and online stores. It is also a key element in creating a strong and lasting brand image. However, a well-thought-out strategy for international SEO is crucial in all this.
Do you need a strategy that also supports strengthening your brand in a new market? Take advantage of NON Agency’s support – we help brands expand internationally through a strategic approach to SEO and marketing.