International SEO is all about optimising a website’s content and architecture to rank higher in search engine results pages (SERPs) for users in different countries or regions. This is especially useful for international organisations who wish to run concomitant campaigns across various geographic and cultural regions. As with international PR campaigns, it involves strategies such as creating localised content, researching relevant keywords for the local market as well as the audience particularities, and implementing technical SEO optimisations to improve website performance, accessibility, and more.
International SEO can benefit businesses that operate in multiple countries or target audiences in different regions. It can help companies improve their visibility and attract more organic traffic from their target markets, resulting in increased website traffic, higher conversion rates, and ultimately, more revenue.
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Learning about your organisation and the industry it operates in, the target audiences, any existing digital marketing processes, key competitors and other challenges.
Understanding where the opportunities exist: competitor, topics & keywords research, auditing the website and the content, as well as unlinked brand mentions and the backlinks situation.
Based on the findings above, we propose a comprehensive digital strategy to increase a website’s organic visibility in search engines which may include on-site and off-site works and tactics.
Depending on the amount and degree of changes and the works conducted, a number of results should emerge; they will lay the basis for any future works, whether in-house or externalised to us.
Put simply, SEO is a set of principles, practices and processes meant to help search engines like Google, Bing, Baidu and DuckDuckGo easily discover, map and understand the content of a website in order to include it and rank it in its ever-growing database, so that users can find it when they type in certain keywords.
Search engines use hundreds of signals and ranking factors to determine which websites have done a good job in making their content easily discoverable and accessible to users; some of these are technical aspects, like the speed and accessibility of websites, others are what SEO professionals call on-page factors, such as making judicious use of HTML headings and page titles, and others are quality factors, like the quality, uniqueness and completenes of the website content.
Websites that comprehensively and adequately take into consideration the ranking factors and rules of the popular search engines tend to perform better.
Savvy marketers already understand the importance of search intent when it comes to converting leads and driving sales. But, combining the power of SEO and PR – especially media relations – together is something that often gets overlooked.
Digital PR campaings that don’t properly involve SEO expertise and consideration can end up being missed opportunities because of how the internet works as a network and the growing number of startups and established companies that are becoming better and better at using the Web to find their clients. Online corporate communication cannot ignore the rules of the environment nor what it means and entails to address audiences this way. Instead, it should harness the power of the internet and its tremendous opportunities, whether it’s providing the most up to date information and driving the communication with an audience or demonstrating expertise and building a solid reputation.
Broaden your website’s reach. The primary purpose of PR involves targeting respected online media outlets, creating useful and engaging content, and maximising the share potential of that content through social media platforms.
Climb Google’s search engine results page. Effective SEO has the power to extend the reach of your PR and communications to boost your website’s search profile online.
Increase the interest of your website. Strategic SEO can broaden the reach of your PR campaigns helping you achieve higher volumes of organic traffic to your website that drives sales through the roof.
Amplify your brand’s voice. By harnessing SEO content like press releases, you can deliver the most relevant messages to your target market so that your brand can stand out from the crowd.
GlobalCom and its partner agencies offer an unparalleled results-driven experience globally and our management model allows for flexibility and service localisation. We have partners in many countries around the world and speak the local language natively. Several of our PR specialists have extensive experience with SEO campaigns and strategy, and we always guide our thinking on data and measurable results.
Contact us today to find out how we can help you reach your target market, integrate customer search insights, and deliver a fully-fledged PR campaign supported by an experienced content marketing team and an effective search engine optimisation strategy.
“It is our job to transport a company’s or brand’s messages to a variety of target groups via the local media in a way specifically tailored to their preferences.”
Ralf Hartmann, GlobalCom PR Network (Munich)
We have provided international search campaigns to some of the most important brands in a number of industries, delivering results that speak for themselves. Whether it’s identifying areas of visibility growth, ensuring multi-language & multi-region websites are technically sound, or on-going content-driven SEO campaigns, we can work with you to advance your business goals.
GlobalCom is a well-established organisation with strong leadership and sound managerial infrastructure that can coherently and expertly plan, manage and implement international SEO campaigns to increase brand, service and product visibility across multiple search engines and countries.
How important is SEO for PR today?
Different specialists share different opinions in this sense, but they all agree that SEO is a crucial part of any digital PR endeavour. Whether we’re talking about a leaflet website, publishing new content on an existing website, a keywords-driven landing page for users coming from search engines or a complete website makeover, search engine optmisation will play an essential role in order to be found by the potential clients.
Is technical SEO included in your service?
As web technologies are a fundamental part of websites and search engines, we certainly consider the technical aspects of SEO with every audit, change request and strategy.
We speak more than basic HMTL and we use professional industry tools and solutions to perform in-depth SEO audits, keep a close watch on website changes and monitor keywords rankings. That said, we understand very well that addressing the technical part of search engine optimisation is not sufficient to see consistent and long term results: excellent content driven by keywords and market research, adequate website architecture, internal linking, relevant backlinks and solid performance are all aspects we dive seriously into.
Is digital PR and SEO the same thing?
Not quite. Although it depends on who you’re asking, as different experts approach things from different angles, digital PR can be defined as public relations that takes place exclusively online; this can mean anything from paid ads, content creation and strategy and social media services (organic or paid), to search engine marketing and advertorials. In contrast, SEO is almost exclusively focused on increasing the visibility of a brand and/or its services or products in the search results of various search engines.
Put differently, SEO is more often than not an essential part of digital PR whereas digital PR can sometimes completely forgo SEO from a campaign, depending on how things are approached.
Why work with GlobalCom for our international SEO needs?
Before anything else, we have a wealth of hands-on experience developing and implementing successful SEO campaigns, both as standalone complex efforts and as part of wider PR and marketing campaigns. We know how to combine the technical with the pleasant and with the right metrics. Many of our members have been awarded for their excellence in PR and beyond and we operate transparently, with the clear goal of seeing tangible results.
Whether you’re addressing international audiences or English-based ones, the same SEO principles apply. However, we understand the intricacies and challenges involved at both content and technical levels when it comes to creating and optimising multilanguage and multiregion websites.
How much time should we allocate to SEO in general?
There’s no easy or definite answer in this sense. As a general rule, SEO is a long-term investment and should be seen as an on-going effort or strategy rather than a one-time job. This is because search engines look at hundreds of factors when “deciding” which websites deserve to rank for certain keywords, but also because nothing truly good comes out of a one week of work; good content requires research, internal linking requires time and attention, auditing the webssite & creating technical solutions takes expertise and time, and earned backlinks don’t just emerge over night.
As a rule of thumb, an initial SEO campaign should be run (especially when it’s part of a larger PR campaign) for at least 6 months to see some serious results. Since every website is unique, every client’s needs are unique and not all countries use the same search engines, things can easily get complicated and require patience and plenty fo work.
Is international SEO done differently than traditional SEO?
It most certainly is. Localised content aside, a number of considerations come into place when addressing different world regions in their local language. There’s the technical aspect of presenting the users with the right content on the website and the functionality to change it as needed, creating sound XML sitemaps for each region and submitting these to each search engine correctly, as well as marking up content using a specialised markup language that gives the code which contains content semantic properties which can be understood by all major search engines. Then the logistic of presenting and updating the content for every region and informing search engines of each version of the same content in different languages or region, and so on.
In other words, international SEO can quickly get complicated and it involves a lot variables and attention to detail. We’re working with some top notch international content writing and SEO agencies that have consistently proved they can deliver excellent results and we’re confident that we can tackle any type of project.
GlobalCom PR Network has been working successfully with clients for more than 15 years. The network comprises some 80 expert agencies that can provide, among others, SEO services, content strategy, in-depth technical audits and conversion optimisation advice for all industries in over 100 countries worldwide.
Use the adjacent form to enquire about our SEO PR expertise and we will get back to you in no time.
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