Foreign positioning – how to do it effectively?
On the surface, positioning should be identical everywhere, because everything is done in the same environment – Google. To some extent, this thesis is true because the on-site and off-site guidelines are the same.
However, positioning a site in Germany, the UK, France or Spain is more complex, as it requires careful analysis:
- of a particular market,
- competition,
- key phrases,
- search results.
Key phrases
You need to determine what search engine users in your country are typing in order to get results that match those by which you would like your website to be displayed. Next, it is worth verifying the competitiveness of the most popular key phrases, as it may turn out that the financial and time investment in a particular phrase, due to its dominance by the largest companies in a given market, may be less profitable than choosing phrases with lower popularity, but with a higher chance of conversion (e.g. long tail phrases).
For this, it is worth trusting the specialists of our agency, who, with the support of the best analytical software, will be able to prepare an effective strategy for your website.
Each market means different requirements, i.e. choosing the right strategy for foreign positioning
In the case of foreign positioning, the requirements that a particular market imposes are important.
One of the most important elements to verify is what ending our domain will have: .co.uk, .de, .fr, .com, .it, or maybe .es?
You should also think about whether the site will have several language versions, or whether users should choose the language themselves.
In addition, each market is governed by different laws even in such matters as:
- how to navigate the site,
- purchase path construction,
- content preferences on the site,
- Local advertising and marketing regulations and standards.
For example, Japan is dominated by websites with minimal interfaces and text, focusing on images, and prefers pastel colors and minimalist design. In Saudi Arabia, on the other hand, it is worth remembering the restrictions on the use of certain symbols or words related to religion.
