Always keep in mind that how you leverage channels and different content formats may need to change when you go international. Once again: The marketing wisdom from home may not be applicable abroad.
Even how to present a blog post to your audiences depends on their preferences: Do you cater to a market that requires a lot of visual support?
If so, would they rather connect via photos of people they can identify with, for example – or do they prefer the logical support of diagrams? What are their cultural implications of certain colors?
Do they need information presented in very “digestible” forms such as catchy bullet points, or do you have to provide thorough reasoning to earn their trust?
Are they rooted in a competitive society that always strikes for efficiency honoring Top Ten/Five/Three lists?
Do they easily relate to information when brought across personally, via an interview? Which tone do they prefer: rather formal? Or do you blend in more naturally with an informal approach?
Glocal SEO means treating each region and audience as unique.
Localization experts can help you understand how audiences interact with different channels and formats in your target locations – even when there are cultural differences and different digital marketing frameworks to consider. That’s why you need localization experts, not just translators.
Glocal SEO Needs Both: Technology & Local Expertise
All related questions can be answered with data; but it takes expertise to filter what’s relevant, interpret it right, and convert the findings into local, successful content.
It takes the right technology; Semrush is just an example. But don’t be fooled: No technology is smarter than the person using it. This is where true experts can shine.
Thanks to their local cultural insight, they will:
- Find the information that matters for your purposes.
- Validate the data about your target market and interpret it right.
- Enrich it and predict future trends.
If your product line is a very specialized one, make sure your local SEO specialist is familiar with your product range, as well! The same goes for the local linguists who will be recreating your content for each respective market.
Why Glocal SEO Needs A Say In Your Technical Approach
Even technical approaches differ among regions. In some Asian markets, for example, you may rather completely swap your website for micro sites, integrated into the apps of leading local portals.
Other locales call for your own apps; often as a complementary option, sometimes rather as an alternative. Everything depends on the individual combination of your sociological target group, their locale, and your product.