why it's important to have an understanding of whats required first.
about website strategy, content and then more specific for SCO.
that face to face can be the most effective way to truly close the deal.
It also can be the most expensive.
it becomes very prohibitive to sale in person on a global level.
Hence the need for thinking about things in an online global manner.
Online shopping is here to stay.
lead generation for individuals around the world to buy products and services.
inconsistency, signage inconsistency, customer service inconsistency.
think about as we work through these lessons.
This sign says, I'm not in the office at the moment.
Send any work to be translated in the translation.
But that has nothing to do with the initial English that was communicated.
acting locally or acting on a regional or country or language level.
us to continue the conversation from.
we encounter a number of challenges.
The first and most obvious is who is your customer?
Who is your Global customer?
This gets into the idea of personas.
services on a global level?
that will improve your effectiveness.
This framework for understanding your global customer is helpful.
What language do they speak most?
What do they speak at work?
What do they speak at home?
How do they purchase online?
Are they fluent in English?
So this language issue is one to consider.
Are there images, phrases, cultural icons that are appealing to them?
What is culturally most resonant or most repellant for them?
even offensive when taken from one culture to another.
Third is Purchasing Style and Preference.
In their country do they tend to purchase online?
Are they familiar with certain types of websites and not others?
Are they ready to purchase?
Do they typically visit stores first?
Are you able to reach them online easily?
Do they tend to buy via mobile?
Does your product have mobile e-commerce enabled?
purchasing in their country that you need to be familiar with?
So this framework is important.
stop, but do keep this in mind as a framework.
Challenge number two is controlling the environment with so much complexity.
start to market online and then market online globally.
the potential for disconnects between the various websites, commerce portals.
Content, update cycles, and then the various teams that need to support this.
global level, take this into account.
technical factors related to trust, as a big measure of ranking impact.
And then the next level up are linking and social factors dealing with importance.
that's most related to relevance.
taking site architecture to a global or regional level.
links from web sites unique to your country.
writing in a language that they are familiar with and will purchase based on.
Now when it comes to challenges, there are some things that stay the same.
the localization of it, and the analysis of your performance is the same.
the priorities and resources you need to bring to bare.
work load required to do that well.
And then giving consistent global signals to the search engines.
display global content that needs to be considered.
you take your content from one language to multiple others.
This really needs to be taken into account.
I want to reinforce this point of creating content with global search in mind.
how global websites are understood becomes imperative that we understand.
And I'll talk about this more in future lessons.
There are some downsides to global website expansion to consider.
You still have to maintain what you create.
maintain the content that you put out there over time.
Secondly, do you have the data in place that backs up the expansion?
Are you able to provide numbers and reports to justify the work done?
visitors you expect to receive?
Many wars have been lost by trying to fight them on too many fronts.
maintenance aligned to the revenue.
the cultural and language factors to be aware of.
required before diving deeply into global web marketing and SEO.
In order to do global SEO well, you definitely need a team.
A team of peers, agencies, or other consultants you work with.
scale to the type of effectiveness based on a team committed to the same vision.