Degrees of Content for International SEO
You’re probably asking:
“What if I don’t have the budget to fully localize my content. But I still reaaaallllly want to reach an international audience?”
First things first:
Is this a practical move for your business?
We find that often, when businesses are a bit tight on resources, it makes more sense to find expansion opportunities within their existing market—rather than waste time and resources on international SEO.
The reality is:
International SEO isn’t something to dabble in just to “see what happens.”
It requires a substantial commitment of resources. So, you’ve got to be all in.
If you’re not ready to fully commit, it’s worth pausing to consider the implications and missed opportunities.
There are a couple of common approaches that seem appealing but ultimately fall short:
1. Direct Auto Translation
Direct translation can be a viable starting point to have a basic level of international presence.
But a warning:
Relying solely on this method might limit your pages’ ability to rank well, particularly if your regional competitors are really stepping up their local SEO efforts.
2. Minor Language Adjustments
This approach is common for SEOs handling global sites in similar languages, like US English/UK English or Spanish Spanish/Mexican Spanish.
Two classic examples:
- Changing spellings from ‘color’ in the US to ‘colour’ in the UK
- Or using ‘coche’ for ‘car’ in Spanish Spanish and ‘carro’ in Mexican Spanish.
These changes are a step in the right direction.
But they still fall short of the full scope of content localization.
Surface changes like this often miss out on local idioms, customs, and cultural references—which can make some content seem out-of-place or even insensitive.
What’s more?
While you’re tweaking color to colour, your local competitors in the region are possibly investing in creating a hyper-local user experience.
They’re probably working with the best content writers and SEO experts in the country. And regularly fine-tuning their web pages to align perfectly with local preferences, trends, and buyer behaviors.
Simply put:
Your minor language adjustments will have a difficult chance of ranking above that kind of competition.
You could be doing well in your own local market. But if you’re just putting in this very minimum effort with your content, you won’t get far with competition like that.
No matter how perfect your hreflang attributes are.
Full Content Localization Is the Way to Go
Now we’re talking.
This involves hiring local experts for keyword research and content creation.
It means adapting visual elements to match the local tastes.
It means aligning every aspect of user experience with local expectations.
Want your global SEO to work?
Follow this route.
Source link : Backlinko.com
