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Building a Worldwide Audience on the World Wide Web

How to Optimize your Content for a Global Audience

The global market is much smaller than it once was.  Statista reports over 5 billion internet users globally, or about 63.1% of the population. Reaching out to a broader market can help your business grow, but it’s not as simple as updating your website in a new language and simply hoping your audience finds you through search.

Research Your Markets

Before you build a website to reach a global market, do some research to identify the potential of the market. Know your audience and how they respond to different types of content. Ask what products are reigning in search results where you want to reach new customers. It’s not enough to simply tweak your current website and content slightly. To reach global customers, you need to align your content marketing strategy to what the ‘new’, extended audience expects.

Know the Keywords for Your Market

In Canada and Europe, people use terms like holiday and vacation interchangeably, but most Americans use them differently. A holiday would be a special day, Thanksgiving or Christmas, while a vacation would be time off from work. Copywriting may need to be reworked to adapt to local customs and accommodate cultural nuances. Be conscious of local norms and phrases by researching keywords for your market. You may also want to consider any local regulations or laws that govern how you structure your website or how you advertise your business online.

Localize Your Content Strategy

Google is definitely the go-to search engine for most of the world, but there are markets that use other search engines, too. It’s important to know the local market and use that information to drive your SEO strategy. Backlinks should also come from the local community. The CDC has more value to a US market, while WHO might have more authority in Europe. Don’t forget to consider local brands and trends when creating content for an international market. Consider user intent as well. An individual who searches “poutine” in Italy is probably trying to learn what it is. The Canadian audience may be looking for a restaurant that serves it.

Create Quality Content

No matter where your target customer lives, it’s important to create relevant and authoritative content that resonates with your audience. Don’t rely on literal translations and reuse content designed for a different market. Consider local dialects or places that may have dual languages. An international company trying to reach out to Canadians must ensure their digital content caters to English and French-speaking audiences.

Reach Out to an Experienced Content Agency

Growing your reach internationally isn’t an overnight effort. It takes a targeted content strategy and skilled copywriters who can help you reach your goals. There will also be some technical aspects of your SEO that need updating to reach a global audience. Contact MintCopy to learn how we can support your content marketing plans, especially when you want to expand internationally.

Use our online form to get in touch. You can also follow us on FacebookLinkedIn, and Twitter to stay up-to-date with the latest content marketing trends.

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