One of the most important aspects of online sales, in B2B or B2C mode, is undoubtedly the SEO.
SEO (Search Engine Optimization) defines all the optimization activities of a website aimed at improving its ranking in organic results in the main search engines Google and Bing.
The process of optimizing a website includes 3 activities:
- Technical Optimization. This phase allows search engines to access and index correctly the pages of your website. Usually, in this phase we assume an improvement at an organic level, processing a series of actions to improve the indexing performance of our site and acting precisely in the organic of our website.
- Content Creation. The contents of your website will have to respond to different search purposes. If they are appreciated by users, they will also be appreciated by search engines, because they know that they have provided the best answers to their questions.
- Promotion of Content. Promoting content designed to be shared is a key step in the success of your SEO campaign. Being quoted with a link from authoritative sites is an unequivocal way to communicate to Google that yours is a quality website.
We can, therefore, say that SEO is a perfect combination of technical optimization and marketing strategy.
In recent years we have deepened the concepts related to the multilingual aspect of SEO optimization, crossing analytical data, conversions, and strategies related to the ability to attract foreign customers.
A careful strategy that crosses the study of analytical data, the knowledge of metadata in a foreign language, tailored to the country of interest and knowledge of the main trends in vogue in a given place, can make a difference in the process of acquiring international customers and partners.
We can say that we have improved the ability of some of our clients to convert foreign clients. The following graph shows that there has been a significant increase in the performance of the case study website, particularly for the fashion industry. With an increase in conscious leads, there has inevitably been an increase in conversions. The data, over a period of 12 months, showed an improvement in conversions with a rate of 706%.
Figure 1: Performance graph of the case study in 12 months.
This could happen with a localized study of a certain group of keywords and their effectiveness in the reference country. Through the use of specific software, we identified the response of the metadata in a given location, implemented these data within the product categories to which they referred.
Keywords, language text strings and the study of "trendy" content in a given location provided us with the basis on which to build our organic multilingual SEO strategy.
Needless to say, an SEO tailored to the target country alone is not enough to provide margins for improving the performance of a website. That's why we've joined our team with experienced professionals in the social and marketing fields. With them, we have built an advertising system that acts in conjunction with the multilingual SEO and that exploits the main social channels as well as graphics and video communication strategies.