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Hey Manmohan Singh,
Very helpful article,
"Content is still king" so, we can add content marketing in local SEO strategies.
Thanks for sharing.
When you target consumers in different countries, you often need a separate marketing strategy for each target market; this includes distinct branding, packaging, and messaging.
Online marketing is no exception. When it comes to ranking in search results in different countries, you should have a search engine optimization (SEO) strategy for each country you’re targeting.
A number of factors affect your rankings in any given country. Some are more crucial than others, and developing a comprehensive international SEO strategy requires both technical and content elements.
How comprehensive your international SEO strategy is should depend on your budget, internal resources, and the actual market opportunities that exist abroad.
The Different Versions of Google
Google geo-targets its search results in two different ways.
First, Google has its country specific versions, such as Google.co.uk for the UK and Google.ca for Canada. Each of these deliver search results that are more appropriate for users from the relevant country.
Then there are the different versions of Google.com. Basically, there is Google.com in the U.S. and Google.com abroad. What this means is that when users abroad go to Google.com, they don’t get “American,” “international,” or “objective” search results. Rather, they get a blend of “international” results and results targeted for their geo-location.
So if you want to target multiple countries, you’ll need to focus on your rankings on several different search engine result pages (SERPs). First and foremost, you’ll want to rank on certain country-specific versions of Google, but you’ll also want to rank in the SERPs of Google.com for searches done from your target countries.
So what exactly influences whether a site or page ranks within a specific country? Well, there are four key factors, both onsite and off.
1. Top Level Domains: TLD vs ccTLD
One of the first indications that Google considers in determining the geographic relevance of a site is its Top Level Domain (TLD). Simply put, this is the extension that appears at the end of a domain name, such as .com, .edu., etc.
There are two kinds of TLDs: general TLDs and country specific TLDs (ccTLDs). The more relevant a TLD is to specific country, the more likely that that site will rank in the SERPs for that country.
General TLDs tend to be the oldest and most common ones, .com, .net, .org, etc. These don’t really indicate any country and are better for ranking internationally — such as when you have a parent site of a multinational brand.
Then there are ccTLDs, such as co.uk for the UK, .de for Germany and .ca for Canada. These are more suited for ranking within a specific country. However, they can limit your ability to rank internationally.
So if you’re targeting multiple countries, you should consider obtaining the relevant ccTLDs. Keep in mind, however, that some countries require you have some kind of presence in that country to register a ccTLD, so you may need to budget for administrative costs, such as registering a business or address in those countries.
2. IP Address
The IP address of a website is another factor that Google considers in determining a site’s geographic relevance. It’s not a huge factor, but it can make a difference.
The IP address of a site is determined by the server that the site is hosted on. This means that if you’re building a geo-targeted site, you might want to host it in the country it’s targeting.
At this point, you might need to shop around for hosting providers. For starters, if your company has its own in-house servers, you might need to rent additional rackspace in the countries you’re targeting.
Similarly, if your web hosting is outsourced to a hosting provider, you need to verify whether your web host can provide different geo-targeted IP addresses for each of your country specific sites.
3. Onsite Content
They say that “content is king” for a lot of reasons, but one of those is SEO. Basically, one of the most fundamental factors of SEO is onsite content. This includes page copy, page titles, and meta descriptions.
You asked three questions but I am only going to give one answer: don't create a separate website.
First things first, duplicate content does not penalize websites as much as it used to (if it did ever): https://searchengineland.com/myth-duplicate-content-penalty-259657.
That being said, you are almost better off keeping your current site as is and then adding directories or content that features information about your Canadian office. According to the following article, you do not need another website if you are not changing your primary conversion goal and not changing your audience: https://www.orbitmedia.com/blog/separate-website-or-just-a-separate-section/.
some short tips:
use regional mark in domain
use country or city name on title
use location name on meta description
Earned links for local source
list site in local good directories etc
Always good to be prepared ;)
Always! We keep hearing people saying things like "SEO is dead" and whatnot, but this couldn't be farther from the truth. However, SEO is ever-evolving, and staying on top of the newest changes in the industry is more important now than ever.
Glad you liked it, Sandeep! Yes, those were some of the platforms that were commonly mentioned by the experts in our post. Thanks for summarizing them in your comment!
Useful and informative. Thanks!
It's really a nice article you have shared on Local SEO.
Key findings are:
Map listing/Google my business page
User generated content/ user reviews
Physical address optimization
Listing on Aggregator sites
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