Watch Arek Estall , our marketing manager, talk about multilingual SEO campaigns.
Here’s a transcript of the video:
Thanks to one of our subscribers who has asked us this question. How do I go about running an SEO campaign for audiences in multiple countries? Should I use one agency, or one agency for each country?
OK, so SEO is hard enough in English right? So my first advice is to take each country one at a time. This allows you to treat each country individually and tailor your approach.
We had a major retail client who wanted to perfect their approach in every country. We advised them to start with Netherlands as a gateway to Europe since they already had some brand awareness there. Taking one country at a time allowed them to really pin down the insight into that audience, such as the browsing habits, tastes and the keywords they were searching for. Since then they’ve moved into France, Germany, Italy and Spain – all with success.
So the message is, be careful because every country is different.
For example, in Russia many people are using Yandex to search not Google. Or in Nigeria mobile penetration is really high, you need to consider that in your SEO approach.
If you target too many countries all at once, you might miss the little details that count.
Then there’s the question of agencies. One agency for all areas, or multiple specialist agencies?
I think the key here is keeping control in-house, so finding a partner, not a supplier.
Should you hire local agencies or one that covers all areas? Well as you know there are some awesome SEOs and some really bad ones. You don’t really know until you try them. Choosing one agency who knows what they are doing means you will get it right first time, whereas going in country can be risky because you have less control.
Pay less and pay twice, or pay more and pay once?
Brand consistency is really important. With multiple agencies you might end up with a fragmented brand, so to avoid that happening I suggest going with one agency that understands your marketing objectives.
If you have any questions on the topic please comment below and we’ll either reply or do a video on your question.
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