So you have a website. It’s really interesting, your readers love it. You get thousands of hits per day and the click-throughs are skyrocketing. Now you want to expand your site to target another country, including non-English speaking ones. What strategies can you use to get you started?
Here are some of the most important aspects to consider:
Expand your domain structure
You may want to consider expanding your website in three ways to another country or region. These methods include having a country subdirectory in your generic top-level domain( gTLD), having a country subdomain before your gTLD and having a country-coded TLD. Having separate domains or directories will help you target your site better, especially with elements like SEO.
Research the correct SEO
It’s essential that you employ a good international SEO strategy as the keywords for one region might not work in other parts of the world. Even in English, America and the UK use different terms. For examples, you’ll notice that Americans use the words ‘candy’ and ‘malls’ while in the UK the words more commonly used are ‘sweets’ and ‘shopping centers’. Similarly, there are always cultural trends and differences, even in neighboring countries.
Optimize your site for the local internet speed
While targeting a new country, you should always take into consideration that the internet speeds differ from country to country. Some places, even in first world countries, might not have internet speeds that can load your site quickly. Users usually abandon a website if it doesn’t load within 3 seconds, so you’ll want to check your website across platforms and avoid heavy videos and graphics, at least for the landing page.
Get a native speaker to translate content
Language is organic and dynamic. To make your content more marketable, always get a translator or content producer that lives in the country you’re targeting. They will be familiar with things like street slang, the latest trends. You should set aside enough budget to pay these creators well, or be stuck with a ‘cut and paste’ feel that might not draw traffic.
Localize Currencies and Payment Methods
This applies to online stores that want to open up to a new market. It’s annoying to users if you don’t display the prices in the local currency. You should also look at adding some local payment options to your site rather than just e-wallets and online payment platforms. Localizing payment methods reduces the burden on your buyers and keeps them coming back.