Online marketing provides many possibilities to businesses worldwide, breaking barriers and boundaries. This leads to almost endless chances to establish an SEO campaign, even for not big companies. To do so, it’s essential to consider the location and its requirements to avoid failure.
Regarding English SEO campaigns, location gains a powerful meaning. Developing a good drive for this language isn’t the same for every part of the world. Customizing it for specific regions, demands, behaviors, and preferences is vital.
Why Should You Focus Your E-Commerce in the English Market?
English is one of the most spoken worldwide, along with German, Spanish, and French, and is considered “the universal language.” Both the markets of the United States and the United Kingdom are enough reasons to focus your business activities there.
For example, the e-commerce market in the United Kingdom is the third largest globally, with almost 20% of the sales made only through the web. This is clear evidence that a lot of users prefer to do shopping online instead of visiting stores.
The Basics of Rules of English SEO
Some basic rules or “guidelines” exist for knowing how proper English SEO works. Agencies following the fundamentals of such characteristics can help ensure success and understand what makes this language perfect for your business.
Website Content May Vary Based on Location
One of the essential aspects that experts need to deal with in English marketing SEO campaigns is planning for the regions where it will be based. While the language is the same, prices and shipping costs may vary. For example, for English sites, it would be in pounds. Meanwhile, Canada uses their dollar.
The correct time zone is also mandatory to ensure the website clock shows adequate time. This is done so the bot can send purchase confirmations with the right time and date. Specialists must add relevant local addresses, contact details, and phone numbers to each region.
Acknowledging Linguistic Correctness
Search engine optimization also presents differences when it comes to linguistics. For example, British and American English differ in many words, which can be very relevant if your brand needs to target that specific keyword.
Specialists must remember to correctly spell words related to the region they’re working on. Some examples are lift/elevator, honor/honor, color/color, and many more.
Having Well Optimized Sites
To succeed with English SEO, marketing agencies must adapt the website to modern mobile devices and computers. The incorrect code and interface merged with poor quality content, heavy graphics, or long loading times is a guaranteed failure in any country.
A very well-optimized and user-friendly site needs to be the starting point for experts working on search engine optimization activities.
Using Local Domains
When designing a site that will be established in only one region instead of being worldwide, experts are highly recommended to use ccTLDs (country-code top-level domains). These are the two letters after the dot in the name of a website address.
For those wishing to establish a market only in the United Kingdom, acquiring a .uk or .co.uk will be the wisest option. For Canada, it would be .ca; meanwhile, in the United States, Australia, and New Zealand, it would be .us, .au, and .nz, respectively.
Having these relevant domains also has benefits: it helps experts improve the website’s position in the indicated country market, recognizing it as its natural or local place. However, Google offers a feature where it’s possible to choose the international targeting of a site with the Search Console.
Making the Most of External Links
Any SEO process must build a robust external link database, regardless of location. As for multilingual SEO services, ensuring these links come from local sites is very important. Specialists tend to add entries to website directories for this, although it is costly.
Understanding the Cultural Context of English Regions for SEO
Addressing English-speaking countries’ cultural nuances and context is essential for agents to effectively tailor a content and SEO strategy.
By delving deeper into the cultural aspects of these countries or regions, specialists can create content that resonates with your target audience and drives engagement. These are some of the most visible characteristics to take into account when referring to each site:
The United States of America is a very diverse nation that values individualism, self-expression, and personal achievements.
When creating and promoting SEO content in the USA, agencies must emphasize success stories, opportunities for personal growth, and the “American dream.” These people are known for their regional differences, so adapting language and messaging to connect with specific states or regions is vital.
Additionally, a friendly and casual tone is generally well-received among all people, but avoiding overly formal language is necessary.
Politeness and formality play an essential role in British culture. Brits value good manners, respect, and adherence to social norms and established laws.
Agents need to incorporate politeness and formality in content and interactions and recognize the significance of tradition, heritage, and the monarchy.
In addition, dry humor and wordplay are often well received, but being cautious about using humor that may be lost in translation or not universally understood should always be considered by experts.
The northern nation of America is bilingual, with English and French as the official languages. Agents should consider incorporating both languages, mainly if targeting the province of Québec, where French is widely spoken.
Their culture embraces multiculturalism, inclusivity, and diversity. Promoting respectful dialogue, open-minded values, and the mosaic of cultures that make up Canada is mandatory.
Canadians are also known for politeness and tolerance, so creating content reflecting these qualities can help. Moreover, their vast landscapes and outdoor activities are integral to the nation, meaning incorporating nature-oriented themes can be effective.
Australians are known for their laid-back and friendly nature. Experts must use an informal and relaxed tone when communicating with this audience.
Incorporating humor is also needed, as most people appreciate a good laugh and light-hearted content. Outdoor activities, sports, and beach culture are significant elements of their life, so highlighting these aspects can resonate well with the target audience.
Every market agency should remember that Australian English has unique slang and idioms, so familiarizing with these to better connect with locals is required.
Often referred to as Kiwis, New Zealanders are known for their friendly and easy-going nature. Companies must respect the indigenous Maori culture and language, which is integral to New Zealand’s identity.
Embracing a relaxed and informal tone in content creation is suggested. New Zealand’s breathtaking landscapes, adventure tourism, and outdoor activities are essential themes to incorporate. Humility and modesty are valued in New Zealand, so avoiding excessive self-promotion or boastfulness is necessary.
How to Conduct Keyword Research for Each Region?
The United States, United Kingdom, Australia, New Zealand, and Canada share the same language, but with many slangs and differences. Once you have decided on which region you want to establish your business research, it’s crucial that your agency does a language-specific keyword research:
Realize a General Research
Agents must conduct general keyword research to identify broad keywords related to the industry or topic. Marketing agencies use tools like Google Keyword Planner, SEMrush, Ahrefs, or Moz Keyword Explorer to generate a list of relevant keywords.
Analyze Regional Search Volumes
Once the list of keywords is prepared, the specialist has to analyze their search volume and trends in each targeted region. Tools like Google Trends can help to compare the popularity of keywords in different countries or regions over time.
Utilize Keyword Research Tools
Several keyword research tools provide data specific to different regions. For example, Google Keyword Planner allows agents to filter keyword search volume by country or language. Other tools like SEMrush and Ahrefs offer similar features to refine keyword research based on different regions.
Leverage Local Search Engines
While Google is the dominant search engine in these regions, some countries have local search engines that may offer additional insights into language-specific keywords. For instance, a marketing agency should consider using Bing UK or Yahoo UK in the United Kingdom in addition to Google UK.
Monitor Competitor Keywords
Analyzing competitors’ websites and content to identify keywords they are targeting is crucial for every specialist. Tools like SEMrush or Ahrefs can help discover the words other brands rank for and provide insights into their organic search strategies.
Consider Cultural Nuances
Attention to language variations, slang, and cultural differences across the targeted regions. Certain words or phrases might have different meanings or popularity in other English-speaking countries, so tailoring keyword research accordingly is crucial.
Use Localized Terms and Phrases
Incorporating region-specific terms and phrases in your keyword research. Marketing agencies can help you target the United Kingdom, including British English variations or location-specific keywords.
Seek Customer Feedback
Engage with your target audience through surveys or forums to understand their language preferences and the keywords they use while searching. This can provide valuable insights into the specific language and terminology your audience resonates with, which agency specialists can use.
Test and Refine
Once the identified language-specific keywords are ready, experts must implement them in your content and monitor their performance. Hiring a marketing agency like Kala can help you regularly evaluate keyword strategy, track rankings, and adjust as needed to optimize your targeting.
English SEO presents many opportunities for businesses worldwide to expand their reach and tap into the global market. However, it is crucial to understand that customization is essential when developing a successful campaign.
Taking into account specific requirements, behaviors, and preferences of different English-speaking regions is necessary for marketing agencies to achieve optimal results.
Our experts from Kala are known for tailoring website content, acknowledging linguistic differences, optimizing sites for user-friendliness, using local domains, building substantial external link databases, and understanding the cultural context of English regions.