Summary of "Successfully Localizing International SEO Content" Episode – Voices of Search Podcast
Release Date: January 13, 2025
Introduction
In the episode titled "Successfully Localizing International SEO Content" from the Voices of Search podcast, host Jordan Cooney engages in a comprehensive discussion with Tony Pataki, the Director of SEO and Marketing Performance at Procore Technologies. The conversation delves into the multifaceted world of international SEO, emphasizing the critical role of localization beyond mere translation to ensure content resonates with diverse global audiences.
1. Understanding Localization in International SEO
Timestamp: [03:06]
Jordan Cooney initiates the discussion by seeking Tony Pataki's definition and perspective on localizing international SEO content. Tony clarifies that localization encompasses more than just translating text; it involves adapting the entire user experience to align with the cultural and regional nuances of the target audience.
Tony Pataki ([03:26]): "Localizing the full experience depending on the different cultures and countries you're targeting."
He emphasizes that the goal of international SEO is not just to generate traffic but to attract the right kind of traffic that engages and converts effectively within each specific market.
2. Initiating the Localization Process
Timestamp: [05:33]
Jordan poses a critical question on how to kickstart the localization process for an English-based website that's already performing well in SEO. Tony advises leveraging SEO tools to analyze which countries the content is already ranking in organically. This initial analysis helps identify markets where the content is performing better than expected, serving as a foundation for targeted localization efforts.
Tony Pataki ([06:06]): "Target the keywords you're already doing quite well at. That would be the first step I would take in this process."
He suggests focusing on these high-performing regions first, using them as benchmarks to develop tailored content strategies that cater to local preferences and search behaviors.
3. Technical Considerations for International SEO
Timestamp: [08:03]
The conversation shifts to the technical aspects essential for successful international SEO. Tony outlines the decision between using country-specific top-level domains (ccTLDs) versus subdirectories. While ccTLDs can signal geographic targeting effectively, Tony expresses a preference for subdirectories due to their manageability, especially for companies dealing with multiple markets.
Tony Pataki ([08:03]): "Managing the technical SEO for international SEO is especially when you start building a lot of content."
He highlights the complexity of managing hreflang tags—a critical component for indicating language and regional targeting to search engines—and stresses the importance of a well-thought-out technical plan to prevent issues like incorrect redirections or content cannibalization across different regions.
4. Content Strategy and Localization
Timestamp: [14:37]
Post a brief sponsor segment, Jordan delves deeper into content strategy. Tony advises that companies should prioritize localizing bottom-of-funnel content, such as solution and product pages, as these are pivotal for conversions. Starting with these pages facilitates a more seamless internal linking structure and ensures that high-intent users receive relevant, localized content.
Tony Pataki ([15:03]): "Start with bottom of the funnel, work your way up."
He underscores the necessity of engaging local writers or experts who understand the cultural context, ensuring that the content not only translates linguistically but also culturally resonates with the target audience.
5. Building Trust with Local Audiences
Timestamp: [19:22]
Tony elaborates on the significance of building trust with international consumers, particularly in regions like Europe where users are more meticulous about online security and privacy. He points out that elements such as privacy policies, terms and conditions, and clear CTAs (Calls to Action) must be meticulously localized to meet local standards and expectations.
Tony Pataki ([19:22]): "All parts of your site needs to be tip top shape and really paid attention to."
He emphasizes that trust signals like social proof, localized testimonials, and transparent communication channels are crucial in converting visitors into customers, especially in high-risk industries like cybersecurity.
6. Case Study: Relevance of Imagery
Timestamp: [16:18] – [17:40]
Tony shares an insightful case study illustrating the impact of culturally relevant imagery on user engagement. He recounts an instance where an open-concept kitchen image performed exceptionally well in the US but failed to resonate with European audiences, who prefer more traditional kitchen layouts.
Tony Pataki ([17:40]): "If the image doesn't relate to me, I don't know you as a company. This is my first time seeing you. That's it. Our relationship is over."
This example underscores the importance of visual elements in localization, demonstrating that even seemingly minor details like kitchen design can significantly influence user perception and engagement.
7. Adapting Measurements and Standards
Timestamp: [18:20] – [18:46]
Jordan adds to the discussion by highlighting the need to adapt measurements and standards to local norms, citing a project where American customers needed product dimensions in feet instead of meters to comprehend the size effectively.
Jordan Cooney ([18:46]): "The only way you're going to get away with this is if you actually tell Americans that this is comparable to a 10 by 10 foot product."
Tony concurs, emphasizing that failing to adjust such details can lead to confusion and deter potential customers who may not understand or trust the metrics provided.
8. Key Factors for Ranking and Trust
Timestamp: [19:22]
Wrapping up the content discussion, Tony identifies the most critical factors for creating trust and improving rankings in new markets:
- User Engagement and Experience: Ensuring that users have a seamless and satisfying experience from entry to conversion.
- Core Web Vitals and Server Speed: Maintaining optimal site performance to enhance user experience and search rankings.
- Localized Content and Imagery: Tailoring written and visual content to align with local cultural preferences.
- Trust Signals: Incorporating localized privacy policies, terms, and social proof to build credibility.
- CTAs Adaptation: Customizing Calls to Action to fit cultural communication styles, making them more effective.
Tony Pataki ([19:22]): "Your CTAs can't be the same thing as you have in the U.S. ... guide them to try our product rather than get our product."
Conclusion and Future Discussions
As the episode concludes, Jordan and Tony summarize the essential elements of successful international SEO: strategic localization, technical precision, and building trust through culturally resonant content and user experiences. They tease the next episode, which will explore the power of effective topical authority in SEO, promising continued insights for listeners aiming to excel in global markets.
Notable Quotes
- Tony Pataki ([03:26]): "Localizing the full experience depending on the different cultures and countries you're targeting."
- Tony Pataki ([06:06]): "Target the keywords you're already doing quite well at. That would be the first step I would take in this process."
- Tony Pataki ([08:03]): "Managing the technical SEO for international SEO is especially when you start building a lot of content."
- Tony Pataki ([15:03]): "Start with bottom of the funnel, work your way up."
- Tony Pataki ([17:40]): "If the image doesn't relate to me, I don't know you as a company. This is my first time seeing you. That's it. Our relationship is over."
- Tony Pataki ([19:22]): "All parts of your site needs to be tip top shape and really paid attention to."
- Tony Pataki ([19:22]): "Your CTAs can't be the same thing as you have in the U.S.... guide them to try our product rather than get our product."
Closing Remarks
This episode offers a wealth of knowledge for SEO professionals and marketers aiming to expand their digital presence globally. By addressing both the strategic and technical aspects of localization, Jordan Cooney and Tony Pataki provide actionable insights to navigate the complexities of international SEO effectively. Listeners are encouraged to implement these strategies to enhance their content’s relevance and performance across diverse markets.