What is Technical SEO, and How Does it Relate to Global Expansion?
Technical SEO goes beyond keyword search volumes. This tactic involves optimising the technical aspects of a website at the code and server level to ensure eCommerce success. It looks at elements such as site speed, mobile friendliness, information architecture and duplicate content which, when optimised, allows search engines to increase rankings on pages that provide a better user experience, which is really what technical SEO is all about.
This tends to matter for international SEO and global expansion as new audiences will be entering your site, meaning your brand must make a good and impactful first impression. If you create a user-friendly website experience that allows people to learn about your brand in an efficient way, you are bound to gain increased session time and more revenue from organic search. It’s a win for your customers and a win for you!
How Does Technical SEO Link to an Export Plan?
When thinking about an export strategy, especially in the eCommerce sphere, your brand’s website has to be competitive. And when we break it down, the functioning of a website, including domain structure, content delivery for new audiences, language considerations and establishing authority backlinks in a new country, is extremely important for a successful international launch.
Without these considerations, you will launch into Google without a voice — and no voice means no organic traffic. Taking on user experience and technical best practices that Google prioritises into account is important as Google has a 92.63% search engine market share worldwide. This isn’t to say you shouldn’t optimise for other search engines, especially if that search engine is popular in a particular country. But if you want to put your technical SEO resources somewhere, Google is it!
International SEO vs. PPC: Working together for maximum impact!
Choosing what to focus on during an international expansion project can be tough, especially if resources are limited. How do you know if you should be placing more emphasis on international SEO or PPC? These two tactics are imperative to a successful global expansion project and will impact initial sale results in various ways.
As mentioned, technical SEO for international audiences will ensure your website has clear messaging and a great user experience for new organic traffic. However, adapting your performance marketing for international regions also needs to be established from a consumer behaviour perspective.
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How can a Technical SEO Audit Help My Business with International Growth?
Technical SEO Checklist
- Test your website’s Core Web Vitals for mobile UX, safe browsing and HTTPS security.
- Crawl your website for any broken links and 404s and redirect as required.
- Optimise or delete any duplicate or thin content within collection pages, product pages or blog articles.
- Ensure your URLs have a clean structure.