Story Based Question
Imagine you’re helping an online education platform expand its services to new international markets. The platform has been successful in English-speaking countries, but now they want to reach non-English-speaking users in Europe and Asia. Your team knows they need to tailor the SEO strategy for these regions, but they don’t know where to start with identifying the target audience.
How do you determine who the target audience is for an international SEO strategy?
Exact Answer
To identify the target audience for an international SEO strategy, conduct market research, analyze search data, study competitor strategies, and consider cultural and regional nuances.
Explanation
Understanding your target audience is the foundation of any international SEO strategy. Without it, you risk creating content or targeting keywords that don’t resonate with users. Here’s how to approach this process:
- Conduct Market Research
Look into countries or regions with high potential demand for your product or service. Use tools like Statista or market reports to analyze consumer behavior, preferences, and purchasing trends in different areas. - Analyze Search Data
Tools like Google Keyword Planner, SEMrush, or Ahrefs can reveal the volume and intent behind search terms in different languages and regions. This helps you uncover what your audience is searching for and how they phrase their queries. - Study Competitor Strategies
Research competitors who are already successful in your target regions. Look at the keywords they rank for, the tone of their content, and how they structure their site for international users. - Consider Cultural and Regional Nuances
Language isn’t the only factor. For example, preferences for visuals, calls to action, and even the tone of messaging can vary widely. Collaborate with native speakers or local experts to ensure your strategy aligns with local customs and expectations. - Leverage Analytics Tools
Use data from your existing audience to see where international traffic is already coming from. Google Analytics and Search Console are great starting points for this.
Example
In the story, your online education platform sees some traffic from Spain and Japan, even though you haven’t localized for those regions. You:
- Run market research to confirm demand for online courses in those countries.
- Use Google Keyword Planner to find that users in Spain search for “cursos en línea económicos” (affordable online courses) and Japanese users search for “オンライン学習” (online learning).
- Check competitors in these markets and notice that Spanish users favor detailed course descriptions, while Japanese users prefer reviews and rankings.
- Consult with local experts to ensure your platform design and content feel native to each region.
With this data, you create a strategy to localize your site with Spanish and Japanese language versions, target high-performing keywords, and align the content with cultural preferences.