I think it is also important to ensure a level of business objective synergy occurs with international SEO. This can be achieved by gaining a clear understanding of the website owner’s offline marketing and sales strategies; if a strategy is not clear then an organisation may need help to develop their strategy. All involved need to understand the options available and how each separate acquisition method can generate different results.

The following questions should also be considered; Who is the customer? What type of audience will be gained from each acquisition method? Should SEO focus on a specific segment or consumer profile? Should all methods of online and offline acquisition be focused on the same KPIs? Are regional targets varied and should regional sales funnel and conversion targets be different?

In different regions, certain products or services could be more popular than others and different teams may require more detailed information about specific aspects of customer activity. This would require reports to be created with internal business objectives in mind, providing information in a clear understandable manor to all stakeholders and sponsors in a format that suits their needs.

As much as a website owner can have varying regional needs, the site visitors may also respond more effectively to different sales and marketing messages, imagery and promotions. Regional reviews of landing pages and conversion paths should be encouraged to focus site structure and content around the most successful keywords that provide the strongest conversions on a regional basis.

This is only one viewpoint of international SEO and online marketing, it certainly brings some interesting challenges and points to consider! Looking forward to future posts.