How to Build a Global Content Strategy That Actually Ranks

For tech firms, going global is no longer an option; it’s a requirement. Just because you have a presence in a country does not automatically mean that you belong. Any business wanting to expand into another country’s marketplace must first overcome the language barrier. Many businesses believe that if they translate their brand name literally into the new language, their target market will accept it; however, this is not always the case. This leads us to our next topic of discussion: Localization vs Translation. Poor decisions made about Localization vs Translation may cause the overall international content strategy (SEO) to become stuck before it has even started.

To create a successful global brand, you also need more than just access to different dictionaries – you’ll need a thorough global content strategy developed from an understanding of how people search, feel (emotionally) and buy products around the world. International content marketing has many nuances; failing to appreciate them could put you in the “foreign brand” category rather than as an “influential local brand.” Therefore, developing a sound International Content Strategy will ensure your messaging resonates with your audience regardless of geography.

The Foundation: Content Translation vs. Localisation

Simply stated, translation is the process of translating your information, content, or message from one language into another language, preserving the same meaning as the original text. Translation is accurate, technical and literal; it is the “what” of your document(s). For example, your website would use the phrase “Free Shipping” for an English-speaking consumer and the phrase “Envío Gratis” for a Spanish-speaking consumer. In other words, when you are translating a technical document, you will need to keep accuracy as your number one priority.

However, translations often run into the hurdle of culture. This is where localisation comes into play. Localisation is the “how.” Simply put, it is the art of making your communication feel as though it were written by someone in the same culture. Aspects such as idioms and visual appearance are vital for a global content strategy. Translation makes your content readable, but localisation makes it relatable. This is the special ingredient for scaling a business and a core part of any International Content Strategy.

Why International SEO Requires More Than Google Translate

An international SEO content strategy focuses not only on different languages but also on how people in different areas seek information. By doing keyword research in a customer’s native language through localized keyword research by language, you can find out if your search terms have been searched for in locations such as France or Brazil.

Creating effective global SEO strategies requires adapting content to country-specific search intent. For example: An American searches for “sneakers,” a Brit searches for “trainers,” and an Australian uses “runners.” If you don’t focus on adapting content to country-specific search intent, you will likely have search terms for which no one searches. Once you have created localised content that meets local needs, you will be able to promote your product or service internationally.

How to Build Global Content That Actually Ranks

Creating a successful International Content Strategy requires a shift in mindset. You cannot simply “copy and paste” your domestic success. You must decide whether to translate, adapt, or create entirely new content based on the market. If you are wondering how to build global content, you must first:

Audit Your Assets: Identify which pieces are universal and which are region-specific. A guide on how to build global content starts with recognising that a summer campaign in the US is irrelevant to a winter season in Australia.
Identify the Cultural Nuance: Consider formatting like dates and currencies. Working with an international SEO agency in Dubai reveals that right-to-left layout optimisation is just as important as the keywords themselves.

Choosing the Right Path for Your Business

The way you decide to spend your budget on international content marketing will depend on your end goal. Usually, translating content is cheaper and quicker than creating new content and works best when you are trying to create a lot of low-emotion content, such as data sheets. The goal of translated content is to ensure that the information is accurate, whereas, in many cases, translated content will not have a strong search engine ranking impact.

A global content strategy that is more focused on localising the content versus simply translating it is traditionally higher risk and requires thorough market research as an investment in your marketing budget. The return on that investment can be very positive because it will help to enhance local search engine rankings and ultimately increase conversions. Therefore, this style of content is typically the best option for any type of marketing material where the objective is to create long-term relationships with a local audience.

The Role of Adaptation and New Creation

At times, localisation may still not provide an adequate solution. In this situation, you will need to evaluate your overall global content strategy and determine that a piece of content will not work in the new market; thus, you need to go from adapting to creating new content. When creating “native-first” type of content, you will look at things like local trends, pain points, etc., to build the content from nothing.

As you develop and implement an International Content Strategy, you discover that the internet is comprised of hundreds/thousands of smaller neighbourhoods that are all different from one another. Therefore, your objective is to speak the neighbourhoods’ native languages using the colloquial terminology as opposed to only using the dictionary definition.

Final Thoughts on Scaling Globally

International SEO requires time and effort, not simply looking at the number of unique visits. It takes a combination of technical skill and cultural understanding to implement successful international content marketing strategies. The goal is to ensure our business sends its message out into the world and receives feedback from those people it sends its information to.

When working with an international SEO agency in Dubai to develop plans for marketing products in the Middle East or optimizing your own website/blog, remember that the user experience is always the priority. Don’t only look at translation as translating the words; you must take translation one step further and translate the value associated with the words you have used. One way to help you successfully use global SEO strategies to integrate foreign vs. familiar concepts into the global marketplace is to provide your international users with a reason to trust you. The execution of a sound trust-building strategy will be your key to achieving global expansion.