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International SEO for online retailers
Be sure to avoid these mistakes if you want to expand
This guest post episode is about International SEO for online retailers. If you’re planning to expand internationally, check out our episode in advance and be sure to avoid these mistakes.
International SEO for online retailers - What is important?
This episode will once again be a guest post episode. Previously, Argin Vartanian had already explained something about Local SEO. This time we are expanding the scope and it will be about International SEO. Sebastian Prohaska, the owner and managing director of the SEO agency “ithelps” will introduce you to the key points to consider if you want to expand internationally as a retailer, as well as point out the most common mistakes. So which domain extension would be recommended, which dangers exist, if one generalizes too much, up to concrete points like e.g. the payment methods that should simply be mandatory in the store in certain countries. But long story short, I’ll pass the floor to Sebastian.
What is meant by online expansion?
Online expansion is one of the most important aspects for any retailer looking to increase their customer base and sales. In this context, it is important that you target the right markets.
For example, if your business specializes in selling fashion items, European countries such as France or Italy could be of great advantage due to the sophisticated tastes associated with these countries. If you specialize in electronics, countries like Japan or South Korea could offer great potential, as they are known for their technological advances. However, there is also a higher density of competition there.
International SEO for online retailers - Never generalize
For example, if your business specializes in selling fashion items, European countries such as France or Italy could be of great advantage due to the sophisticated tastes associated with these countries. If you specialize in electronics, countries like Japan or South Korea could offer great potential, as they are known for their technological advances. However, there is also a higher density of competition there.
International SEO for online retailers - There are different strategies
Consider & research with an agency you trust to see if this expansion can work. If you are very smart, you test the market very carefully. Possibly with a store with a minimized assortment, targeted marketing in a city or you even have user surveys done there beforehand. You have now decided to expand into a country. You have done your homework and collected your first data. Good. Now we need the right domain extension or strategy. The best choice is a country domain extension. So if you want to export to france, I recommend to use a .fr domain. This is how Zalando does it, for example. Alternatively, you can always recommend a .com domain. This is how Ikea does it for example.
The multilingualism
Now your business must be able to multilingualism. Not only the language of your online store is important, but also every document such as e-mails, invoices and especially your support must speak the language. It is best to get a native on board who grew up in the country or in the target region. We only work with natives when we support or perform our client’s expansion.Now your business must be able to multilingual. Not only the language of your online store is important, but also every document such as e-mails, invoices and especially your support must speak the language. It is best to get a native on board who grew up in the country or in the target region. We only work with natives when assisting or performing expansion for our client.
International SEO for online retailers - these points are crucial
How long does such an expansion take? Of course, this depends on many factors. But how long did it take in your own country? The influencing factors are as follows:
- The current demand for your products in the country
- The uniqueness of your online store to other online stores. Also called USP
- The density of competition
- Your marketing budget
No expansion without capital
Do you even manage to invest several hundred or thousands of euros a year for such experiments? But even if you had unlimited budget. It simply takes time for people to get to know the new brand, get involved with it and trust it. At least for most products.
Why an agency can help you
If you’re looking to expand, find an experienced partner. There are many pitfalls, but also many opportunities to grow your business through expansion.
So, as you could see, an international expansion is not a step that should be taken lightly, nor would it be advisable for every retailer. First of all, certain basics must be observed, as well as a strategy must be designed. The different strategies of Zalando and IKEA show you that there is no one way. That’s why it’s worth bringing in professionals who have already gone through all the contingencies and can save you from making serious mistakes. So if you are planning to take this step, feel free to contact ithelps or eBakery for detailed advice and to initiate the necessary SEO measures if necessary. If there are any questions about this, leave them in the comments.
Do you have questions or need an individual offer? Do not hesitate to contact us.
Haben Sie Fragen oder brauchen ein individuelles Angebot? Zögern Sie nicht, uns zu kontaktieren.
