As Halloween creeps closer, it’s time to confront a digital nightmare that haunts every marketer – an underperforming website. But don’t fear! Resurrecting your site’s visibility, traffic, and rankings doesn’t require witchcraft, just a solid strategy to breathe life back into your content and technical foundations. Let’s look at how to bring your international website back from the dead, using clever SEO to send those demons packing.
Old content isn’t dead – it just needs a little TLC. Dig through your archives and pinpoint articles or pages that once had strong engagement but have since slipped into the shadows. In 2024, resources like ChatGPT-powered plugins within SEO platforms and AI-driven content analysis can help you identify trends and patterns faster. Use these alongside tools like Google Analytics and Search Console to identify which of your pieces are still attracting traffic but could perform even better with a revamp.
For example, suppose you published a spine-tingling article on international SEO trends two years ago. Global search behaviour evolves constantly, and with AI and localisation playing bigger roles, it’s essential to update those insights with current data. Add new sections, optimise keywords based on current trends, and include relevant examples from specific international markets – this can help restore the piece to relevance.
In addition, consider repurposing content for different regions. For example, you could take a global blog post and localise it for key markets, working with Local In-Market Experts to account for linguistic differences, cultural nuances, and market-specific trends that matter to your audience.
A website riddled with technical SEO issues is like a haunted house – users and search engines will avoid it. Tackle this head-on by conducting a comprehensive SEO audit that doesn’t just scrape the surface but looks deep into the guts of your site:
On-page SEO is like the potion that makes your website irresistible to search engines and users alike. When it comes to international SEO, it’s crucial to remember that not all markets behave the same way. Keywords in one region may have a different meaning or intent in another.
Start with in-depth keyword research for each region you operate in. Use tools like Ahrefs or Dragon Metrics to identify search volumes and trends specific to those countries. Focus on local dialects and preferences – this is where Local In-Market Experts come into their own. LIMEs can provide the cultural nuances that matter – such as how colloquial expressions differ between French-speaking Canada and France or the preferred tone in Japan versus Korea.
Throughout, consider audience intent – do users want information, are they looking to make a purchase, or do they need support? Aligning your content with the user’s journey will improve your conversion rates. Also, optimise your meta descriptions, headers, and content for local languages. Don’t rely on translation – instead, focus on hyper-localisation, which requires adapting content to resonate culturally, politically, and socially. A localisation strategy backed by local expertise gives you the upper hand in attracting and converting users.
Link building, like necromancy, needs a careful hand. But when done right, it can resurrect your authority in international markets. The key to a successful international off-page SEO strategy is cultivating relationships with region-specific influencers and media outlets. These days, digital PR is no longer just about backlinks – it’s also about digital reputation and credibility. A one-size-fits-all approach won’t work here.
For example, a link from a reputable UK publication might carry weight in Europe but could mean very little for your site’s visibility in China, where government regulation curtails external linking. A smarter approach would be to work with trusted, local media outlets within those countries. Again, this is where LIMEs prove indispensable, since they provide on-the-ground insight into which publications carry weight in each market, ensuring you secure links that make a tangible difference.
Similarly, using local social media channels can help amplify your content globally. Channels like Weibo in China have a far greater impact than traditional Western platforms like X or Facebook. If your focus is the Asia-Pacific region, tapping into LINE for Japan or KakaoTalk for South Korea could open up new avenues for content distribution and engagement.
Great user experience is the ultimate trick to keeping your audience engaged and happy, no matter where they’re from. A well-designed site doesn’t just look good – it performs effortlessly for users across different markets, adapting to their needs. This can mean simplifying your site’s navigation, incorporating localised payment options, or ensuring culturally appropriate visuals for different markets.
Our LIMEs understand these subtleties – they know that a colour scheme that works in Western markets might be off-putting in the Middle East, or that a UX layout ideal for one culture may confuse users in another. Their insights help create seamless experiences for your visitors, regardless of where they’re located. To measure user experience effectively, consider implementing heatmaps or user feedback surveys to gain insights into how visitors interact with your site, allowing for ongoing improvements.
. . .
Ready to bring your international website back from the dead? Whether it’s banishing technical SEO horrors or resurrecting old content for a new audience, Oban is here to help. With our network of LIMEs in over 80 countries, we’ll inject the local insights you need to dominate the global digital landscape. Get in touch today, and let’s work together to reanimate your site’s rankings and visibility – no witchcraft required.
Further reading:
Oban International is the digital marketing agency specialising in international expansion.
Our LIME (Local In-Market Expert) Network provides up to date cultural input and insights from over 80 markets around the world, helping clients realise the best marketing opportunities and avoid the costliest mistakes.
