PostedMay 31, 2023
Eli Schwartz is an SEO expert and consultant who has worked with a range of prominent organizations, including Google, Amazon, and Zendesk. He has extensive experience in international SEO, helping businesses optimize their online visibility in global markets. Schwartz’s approach to SEO strategies for international media and entertainment companies is based on a deep understanding of how different cultures and languages impact search engine optimization.
One of the main challenges of international SEO for media and entertainment companies is dealing with the complexity of multiple markets with unique cultures and languages. It is essential to understand the nuances of different languages and preferences of local audiences to develop effective SEO strategies. Another challenge is the need to build an infrastructure that accommodates different languages and regional content while maintaining site speed and user-friendliness.
Schwartz’s framework for international SEO strategies comprises several key components. One is to conduct comprehensive keyword research and localization for each target region, which entails understanding the language, culture, and search behavior of the audience. Another component is to develop multilingual content that resonates with local audiences, including both text and visual content. Technical SEO and infrastructure are also critical components to ensure that the site is optimized for international audiences. Finally, building backlinks and social proof help to increase the site’s authority and establish credibility with search engines.
Keyword research and localization are fundamental to developing effective international SEO strategies. Schwartz emphasizes the importance of understanding the local language, culture, and search behavior of the target audience. This involves conducting thorough keyword research in the target language, including analyzing search volume, competition, and relevancy of keywords. Localization also includes adapting content to fit the local language and culture while maintaining the brand’s voice and message.
Developing multilingual content is key to engaging with audiences in different regions. Schwartz advocates for creating high-quality content that resonates with local audiences and aligns with the brand’s overall message. This includes text and visual content that is culturally sensitive, relevant, and optimized for search engines. Developing content that is easy to understand and navigate is especially important for international audiences where language barriers may exist.
Technical SEO and infrastructure are essential to ensuring that international websites are optimized for search engine visibility and user experience. Schwartz suggests using hreflang tags to signal to search engines which version of the website should be displayed to users based on their location and language. Other technical SEO considerations include optimizing site speed, mobile responsiveness, and website security. Having a robust infrastructure that can support multiple languages and localized content is also critical to delivering a seamless user experience.
Building backlinks and social proof are critical to increasing the authority and credibility of the website. Schwartz recommends focusing on high-quality backlinks from reputable sources relevant to the brand’s niche to boost organic search visibility. Social proof, such as customer reviews, testimonials, and social media engagement, can also help to increase trust and credibility with search engines and users.
Measuring the success of international SEO requires tracking metrics that capture the effectiveness of the strategy in each target market. Schwartz suggests tracking metrics such as organic search visibility, website traffic, engagement, conversion rates, and revenue generated from each region. Tracking these metrics allows businesses to gain insights into the effectiveness of their international SEO strategy and identify areas for improvement. Regularly reviewing and adjusting the strategy based on these metrics is key to achieving long-term success.