A content strategy is important for any marketing effort. But developing a content strategy for international marketing efforts has some unique challenges. Here’s how to craft a content strategy as part of an international SEO campaign.
The term content strategyis how we refer to the purpose, creation, and distribution of information that we create. This includes:
Most of this content is crawlable by search engines, thus it is something to be considered as part of your SEO efforts.
Now let’s explore how to take your content strategy to an international audience, and how it plays a part in your international SEO efforts.
This is yet another case where approaching your SEO efforts as if Google and Bing were real live humans pays off. If you create a single page that is in your target language, what is the true benefit to your customers?
Instead of simply creating landing pages, invest some effort into creating more in-depth information. This is the same approach you would take with domestic SEO for microsites.
The time invested in designing and building a landing page versus a small site does not have to be that much greater, though search engines always value good resourcesover sites that simply stuff keywords into a small space.
You should always try to avoid duplicate content, especially if the pages for different countries will all be in English.
Consider a content strategy that eliminates duplication and puts more focus on localization of your pages.
Content Strategy for an International SEO Campaign