Optimising your website for global markets

Tips for international companies on getting a more global web presence

Ok, so your company (xyz.com) wants to get more online exposure in abroad. The first step is generally to get a local domain name such as www.xyz.de for Germany or www.xyz.nz for New Zealand. But what else should you be doing to be seen as a truly global player on the web?

Firstly, don't assume that international Search Optimisation always equates with 'getting to the top on Google'. In the UK that might be a good strategy, but do the Germans use Google? Do the New Zealanders? The most popular Chinese search engine is 'Baidu' so perhaps you should be optimising for this engine if your target market is the world's most populous nation?

In order to successfully optimise on a global scale it is best to target each nation individually. What this means in practice is:

Unique local domain names
Unique content in the appropriate language
Hosting on servers in that country where possible
Plan a link building campaign to get other sites in that national region to link to your site
Search out and discover local forums listing SEO techniques that ar effective in the particular countries you are targetting.

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