What to look for in an agency for international strategies?

What is global search engine optimization?

In international SEO, you optimize your site to rank as well as possible in search engines outside of your country. It’s more difficult than ranking within your own borders, but there are some things you can do to make it easier.

Translation of your content into different languages and using the translated posts on your site is one of the best ways to get started with international strategy. Additionally, you can set up an international Google Analytics account on all versions of your site to track where visitors come from and what languages they speak.

Opportunities

An international marketing strategy is a great way to take advantage of global distribution channels, while at the same time appealing to specific audiences. Whether your customer base consists of people living on different continents or you have aspirations of expanding into new markets, the right strategy will allow you to reach and connect with more customers. Your international marketing team may be comprised of people who speak other languages and they are likely cognizant of local norms. This allows them partners the opportunity not only expand but also enhance their strategies in existing markets.

Difficulties

Since there are so many different countries with their own languages, different cultures, and varying tastes, targeting an international audience can be a challenge. There are also differences in search volume across the globe which you need to take into account when designing your strategy. This is why it’s important to have a strong international SEO agency on your side. These agencies will not only provide the know-how needed to successfully market abroad, but they’ll also have local knowledge that will allow them to tailor content specifically for each country or region they’re marketing in.

One company or more?

International SEO requires more than one agency? Do I need agency in every country? The answer is no. All you need are the people that understand your/others culture and know how best to reach your target audience. You will be able to promote internationally without needing agencies all over the world. Some companies can also handle localized marketing on top of their international marketing services.

What you should be looking for?

Experience

Once you’re ready to start looking for a good agency, what should you be searching for? To start with, experience. Whether you are an international company or not, the agency should have experience with your industry and know what is most important for driving rankings. Ideally, they should also understand your unique needs and circumstances. How will you rank against your competitors overseas? What countries do you need to focus on more than others? How can they optimize local websites and mobile search strategies as well as multinational ones? Do they work exclusively with one country or many? When was the last time that their clients reached page one of Google’s results pages? These are all questions that you should ask before signing up.

Methodology

It’s vital that your search engine optimization agency understands where you need to go, what your goals are, and how they intend to achieve them. A good place to start is by asking them questions. When looking at their company website, ask what their current success stories are, how many clients they have, and who those clients are. Ask about how they carry out keyword research, what their process is from market research through to writing content.

Plans, pricing and payment options

Just like with any other service, it is important to have a contract that states what is expected from the company. The contract should cover what your goals are and how the company will help you reach them. Often times, companies offer different payment plans which can help make things more manageable if finances are tight or may want someone else share the financial burden. Ask about their terms and conditions before signing anything. The client service should be personalized to you as a business owner with individualized pricing. It is important that your contact at the company will provide accurate estimates so that you can compare and contrast different agencies. Additionally, payment options vary depending on what type of project needs to be completed.

Native speakers and copywriting specialists

Choosing a copywriter for your business should be about much more than just looking at their resume and portfolio. You need someone who understands the nuances of marketing and positioning a product or service to the global market. You want someone who speaks the language of your target audience, and is fluent with cultural sensitivities like tone of voice, color schemes, and website designs that resonate well with visitors.

Be demanding and focus on transparency

Before you sign a contract with any agency, get their privacy policy and understand the level of transparency they offer. Beware of agencies that require exclusivity or that don’t allow you to review detailed reports about the performance of your site. It’s always best if you can make sure the company is being truthful about what it offers and has good reviews from clients who are like-minded entrepreneurs.

Last thoughts

The number of countries you want your marketing campaigns to be successful in is not just an issue of how many people live there, but also how the citizens from these countries use search engines and speak your language. When you find an agency that specializes in multilingual international strategy, you can rest assured that they will go out of their way to make sure that your campaigns are as effective as possible for every single one of these markets.