How to tell if there's demand to launch your business overseas - BrightonSEO April 2019 - James Brown
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Deciding which countries you should prioritise when expanding your business overseas can be tricky. At the April 2019 BrightonSEO conference, James Brown discussed some of the techniques you can use to discover a demand for your business in other territories as well as some of the basics of international SEO to help you get found in that market.
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How to tell if there's demand to launch your business overseas - BrightonSEO April 2019 - James Brown
- 1. SLIDESHARE.NET/OBAN-IDFORUM HOW TO TELL IF THERE’S. DEMAND TO LAUNCH. YOUR BUSINESS OVERSEAS. JAMES BROWN // Oban International // @ObanIntl
- 2. @ObanIntl | obaninternational.com2 It all starts with a few numbers
- 3. @ObanIntl | obaninternational.com3 In the famous words of Bobby Darin
- 4. @ObanIntl | obaninternational.com4 Growth overseas is a bit of a…
- 5. @ObanIntl | obaninternational.com5 Tough questions need to be answered
- 6. @ObanIntl | obaninternational.com6 Foreign audiences are hard to reach
- 7. @ObanIntl | obaninternational.com7 Oban have developed one of these
- 9. @ObanIntl | obaninternational.com9 There are more than two countries
- 10. @ObanIntl | obaninternational.com10 There’s a whole planet
- 11. @ObanIntl | obaninternational.com11 But where to start?
- 12. @ObanIntl | obaninternational.com12 Have you considered analytics?
- 13. @ObanIntl | obaninternational.com13 An often overlooked tab
- 14. @ObanIntl | obaninternational.com14 Filter by location & language
- 15. @ObanIntl | obaninternational.com15 Identify existing opportunities
- 16. @ObanIntl | obaninternational.com16 Drilling down through the data
- 17. @ObanIntl | obaninternational.com17 Drill down as deep as products
- 18. @ObanIntl | obaninternational.com18 Keyword research
- 19. @ObanIntl | obaninternational.com19 Finding keywords with translation…
- 20. @ObanIntl | obaninternational.com20 Re-evaluate your competitors
- 21. @ObanIntl | obaninternational.com22 Ahrefs and SEMrush
- 22. @ObanIntl | obaninternational.com23 Be aware of local market interests
- 23. @ObanIntl | obaninternational.com24 Keep a finger on trends
- 24. @ObanIntl | obaninternational.com25 Worth the time and effort
- 26. @ObanIntl | obaninternational.com27 No doubt about it, Google is…
- 27. @ObanIntl | obaninternational.com29 Home, then away
- 28. @ObanIntl | obaninternational.com30 International SEO is a smidge different
- 29. @ObanIntl | obaninternational.com31 Pick your poison
- 30. @ObanIntl | obaninternational.com32 Automatic redirection is a big no
- 31. @ObanIntl | obaninternational.com33 Canonicals & Hreflangs
- 32. @ObanIntl | obaninternational.com34 Sitemaps need to be optimised
- 33. @ObanIntl | obaninternational.com35 Your content needs to be localised
- 34. @ObanIntl | obaninternational.com36 Mobile experience is a must
- 35. @ObanIntl | obaninternational.com37 UXO is essential
- 41. @ObanIntl | obaninternational.com43 All of these were the basics
- 42. 3. Logistics 44
- 43. @ObanIntl | obaninternational.com45 Your site might be ready for search
- 44. @ObanIntl | obaninternational.com46 Backend systems need to update
- 45. @ObanIntl | obaninternational.com47 Payment methods vary & will change
- 46. @ObanIntl | obaninternational.com48 International shipping
- 47. @ObanIntl | obaninternational.com49 Customers need support
- 48. @ObanIntl | obaninternational.com50 It’s always 5 o’clock somewhere
- 49. @ObanIntl | obaninternational.com51 Language barriers
- 50. @ObanIntl | obaninternational.com52 Spend money to make money
- 51. @ObanIntl | obaninternational.com53 Leverage Other Channels
- 52. @ObanIntl | obaninternational.com54 Social media is a shifting landscape
- 53. @ObanIntl | obaninternational.com55 First result for “scratching the surface”
- 54. @ObanIntl | obaninternational.com56 We hope we’ve put you on the right path
Editor's Notes
- Internet usage around the world is mad, billions upon billions of people can be reached any time, anywhere
- You probably now want a piece of the overseas pie
- Setting up your business isn’t as easy as getting a shiny new ccTLD or fancy subfolder structure
- What do overseas really want, how can we figure it out?
- If you think your website is ready, think again. Even heading to somewhere as foreign as Ireland can massively impact your site’s ability to rank
- But today, I’m going to help you figure out if you are ready to make that big step overseas
- People approach Oban with only two countries in mind, China and the US. Both markets have massive demands, US audiences can be set in their ways for some product or service sectors. China can be a minefield of red tape and lack of support from Baidu.
- The Human League – Don’t you want me baby
- Improve overall SEO health
- Improve overall SEO health
- IP or language based redirects can wreak havoc on your SERPs at home or abroad. International travellers, different languages, impacts on server load time
- It can’t be left in English, how will it rank for foreign keywords. It also can’t be translated or made to look the part. It needs to be the genuine thing
- Mobile first index, but Yandex and Baidu
- The ratio of text to images, fonts and colours used all make a big difference. An inane image in the UK can be offensive or off putting to someone in another country.
- Links are still a viable tactic, but Baidu is clamping down. In terms of Google parity, it’s around 7-8 years behind.
- .ru sites rank well, suspiciously well, almost like they don’t like other ccTLDs
- Naver is not good with English, at all. Your site will need to be 100% in Korean to stand a chance. Other languages can result in a loss of visibility very quickly.
- Yahoo has a 22% share of search engine usage in Japan. Whilst easier to optimise for, be careful it doesn’t interfere with Google search signals
- It might not have the highest of market shares, but it’s chipping away at Google.
- International growth is more than 60 slides, it’s months or even years of planning and preparation
- International growth is more than 60 slides, it’s months or even years of planning and preparation