5 Tips for Driving Conversions

There were 135,600 French exporting companies as of June 30, 2021. An unprecedented record according to the export report published by the TFE in 2020. This trend towards internationalization proves the dynamism of French companies abroad.

However, deploying your internationalization strategy is complex: entering a new market means:

  • confront you with competitors who are already well established;
  • get closer to an audience that is unknown to you.

To affirm your notoriety and boost your visibility, you have two ultra-powerful levers: SEO and Content!

That’s the whole point of Semji’s new white paper, which gives you an exclusive methodology to drive your international SEO content strategy, and therefore, get your lead acquisition off the ground.

Discover a taste of this white paper with these 5 tips that you can already apply (and share with your teams) and this, whatever your situation.

Tip n°1: Prefer adaptation to translation

The biggest mistake would be to believe that you only need to translate your existing content to perform on a foreign SERP. By attacking a foreign market, you are confronted with Internet users who will have distinct purchasing behaviors: they do not necessarily expect the same content as your current audience. You need to create a content strategy specific to each target market.

You must also be vigilant about the choice of keywords that you address. Imagine that you are an online sales site for advertising media: even if the term “Kakemono” is the most widespread in France, you are on the wrong track if you decide to position content on this same request to penetrate the British market. Indeed, the SERP UK displays Japanese tapestries: you therefore do not respond to the search intent and have no chance of positioning yourself.

international seo adaptation

After doing some research, we see here that the equivalent of Kakemono on the UK market would be “roller banners”. You can automate your search with solutions such as Semji, Ahrefs, Technical SEO Local Search. In conclusion: it is necessary to study the terms most used in advance according to the country you are targeting.

Tip #2: Analyze your competitors carefully

By entering a new market, you are also confronted with well-established players who do not intend to let you take positions. What if these obstacles were actually a boon to you? This implies: how to take advantage of the strategy of competing sites?

Indeed, it is quite possible to use their data to build a better SEO content strategy! Whatever the targeted sector or theme, here are the elements that you can recover:

  • the content that captures the most traffic on the targeted theme;
  • the keywords on which this content is positioned;
  • traffic opportunities.

You have a gold mine in your hands to develop and prioritize your content production. To apply the methodology and beat your competitors, check out the white paper!

Tip n°3: Give yourself quantified objectives and evaluate your ROI

It is essential to adopt a data-centric approach to:

  • keep your goals in sight;
  • be based on precise earnings projections and not assumptions;
  • maximize the profitability of your SEO and content actions.

With regard to your international SEO content strategy, it is quite possible, for example, to estimate your ROI. Depending on the number of content to create and the targeted keywords, you can generate:

  • the potential SEO traffic to be gained;
  • the SEO traffic value, i.e. the cost to acquire the same traffic via paid search, and therefore the savings achieved;
  • expenses (editorial resources, tools, etc.).

You will find a calculation template in the white paper (p.41) .

Tip #4: Choose your targeting wisely

This is the basis of your SEO strategy: what targeting to adopt?

You have the choice between two types of targeting: by language (language targeting) or by country (country targeting).

Your decision must be made based on your implementation strategy on your new markets. Do you want to target a specific market (like Leboncoin, which offers different ad inventories depending on the country: leboncoin.fr, custojusto.pt, etc.)? Do you offer the same products in all markets (such as Samsung, which offers similar products worldwide via samsung.com/fr/, samsung.com/pt/, etc.)? Are you targeting the same country with different languages ​​(such as Ikea Switzerland, which offers the German site ikea.com/ch/de/ and the French site ikea.com/ch/fr/)?

Discover in detail the advantages and disadvantages of the different types of targeting to better guide you in your internationalization strategy.

Tip #5: Find out about the skills and tools to acquire

Depending on the configuration of your company and to succeed in your internationalization project, you will surely have to:

  • develop skills internally;
  • seek external resources;
  • equip you with solutions to improve efficiency and performance.

As part of the deployment of an SEO and Content strategy, it may be interesting to find out from companies that are already performing internationally, or to get closer to experts to enrich your thinking. In the white paper led by Semji, you benefit, for example, from feedback from two companies with varied profiles; the French unicorn Qonto and the rising star of linkedin prospecting Waalaxy. These two international success stories can bring you avenues for improvement for your own strategy.

“Your different audiences do not always have the same concerns or the same expectations in terms of types of content. The challenge here is to segment your strategy according to the target market (…) In barely 1 year, the growth in conversions from SEO traffic has doubled thanks to the production and re-optimization of business content. These positive results push Qonto to expand its SEO and Content team to 10 members in Q3 2022.

Karim Elmlih, Lead SEO, Qonto – SEO International: 4 steps to conquer new markets

Managing an internationalization project is very complex to carry out; this is why Semji has decided to explore this theme in depth in its new white paper. It is an action plan in large steps, directly actionable to guarantee visibility and profitability to your company thanks to a well-crafted SEO content strategy.

Semji is a SaaS platform to maximize the ROI of SEO content for companies. Thanks to AI technologies, the Semji solution allows its users to produce better content in less time.

With Semji, you can manage your SEO and Content strategy in 8 languages ​​(fr, en, de, it, pt, nl, pl) and 128 countries. Whether you are CMO, SEO managers, web marketers, Content Manager or editors, you use a single platform to detect new SEO opportunities, plan, optimize and measure the impact of your SEO and Content Marketing systems.

Many references such as Decathlon, Qonto, Leroy Merlin or Allianz trust Semji for the optimization and production of their content.

Want to know more about this solution? Request a demo with an SEO expert.

This article was written by a guest partnership as part of a partnership

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