A huge number of Russian companies are trying to attract foreign investment and enter foreign markets. The most important tool in this work has long been the site on the Internet. Naturally, you can get closer to the desired goal only by seriously promoting the site abroad.
Foreign search engines
- The vast majority of users in the world search through Google. Therefore, sites in the US should be promoted through Google.com, and in the UK – Google.co.uk, collecting up to 70% of requests there.
- Approximately the same share of traffic is collected by Google in continental Europe: in France it is Google.fr, and in Germany it is Google.de.
Currently, Google is the world’s dominant search engine, with a few exceptions:
- in Japan, they prefer to use Yahoo, however, and in this case it works on the Google engine;
- in the Czech Republic they use Seznam;
- China has its own Baidu;
- in Russia, many people prefer to use Yandex.
Since it is the European audience that needs to be conquered, it is advisable to promote the site in Europe through the national branches of Google and local search engines.
The site must be placed in the “net", “com” domain zone or the local domain zone where it is planned to promote. To be able to promote " .eu" or " .com" domain names in the European Union, the site must be linked to the required region through the webmaster’s panel.
Multilingual sites
When creating, for example, a European online store, it becomes necessary to create a multilingual resource. The only right decision in such cases will be to promote the site separately in each country on its own domain, hosted in the domain zone of this country. Sometimes there are sites that have subdomains that target different countries, or multilingual subdirectories, but recently it has become impossible to promote new sites in this way.
What is required for the successful promotion of the resource in Europe?
High quality and unique materials
The site must comply with European standards not only externally, but also internally. It should be at the same professional level as local competing sites. If the goal is to create a multilingual site, then you need to take into account that the materials on each domain must be unique and in the language used in the country using this domain. If, for example, the domain is focused on Denmark, then it will not be possible to promote a site with English texts on it. In this case, with low-frequency queries (for example, the full name of the model of a particular device), the site may pop up in the search results, but nothing more. Moreover, each language version of the site must necessarily go through its own promotion in the TOP of Google, certain positioning and optimization. The rule of uniqueness regarding text materials fully applies to photographic materials posted on the site. So, the meta description of any photo should be in the language of the current domain.
An important feature is that the usual methods of copying texts and photos from the Internet will not work in the European Union. Almost any worthwhile photo or interesting text has a copyright holder, so violation of their rights entails sanctions and very significant fines. Therefore, you will have to use only unique and own materials.
Domain binding
Google maps have become very popular in Europe. If you want to attract visitors who are not related to a specific area (for example, to an online cosmetics store), the company must be linked to the cards. You can use manual binding via Google Maps, for which you will have to confirm the address, or you can use the tools from Google Webmaster Tools. You need to learn to distinguish between the factors used by the system by default and those set by the user himself.
Google will never believe the user that the “*.ru” domain may refer, for example, to France. Therefore, the system will automatically, without any right to replace it, by default redirect it to Russia, which cannot be changed in any way. In addition, the system must take into account:
- server IP;
- site language;
- phone numbers;
- server address, etc.
Backlinks from the regional domain
When promoting, for example, in Germany, it is important to make sure that links to the site come from the regional domain (in this case, “.de”). The same goes for other countries. Search engines give preference to regional links, so you need to strive for a share in the total number of links of more than 50%, so that the return on promotion becomes noticeable. Abroad, the main goals of promoting Internet resources are always chosen to increase sales and attendance.
For whom is European search engine promotion important?
- For suppliers of raw materials for local enterprises. This area has its own specific ways to attract customers. The site itself can not only become a powerful tool for European promotion, it can also be an effective platform informing its customers about changes in work and new offers.
- For sellers of goods and items in demand in Europe. These include online stores offering unique collectibles, handicrafts, handicrafts, etc.
- Website promotion in Europe is also important for companies hoping to attract foreign investment. By openly demonstrating the features and level of its production, the company gets a chance to purposefully search for investors.
- Do not forget about the consistently popular topic of tourism in Russia. A Russian travel agency, through its European website, can easily attract tourists from the European continent, offering them various vacation options available in our country.