Content Tactic for an International SEO Campaign

22 January 2014

Detroit: A content policy is significant for any marketing attempt. But building a content plan for international marketing attempts has some distinctive challenges. Here is how to craft a content approach as part of an international SEO campaign.

What is Content Strategy?

The term content strategy is how we mention the purpose, creation, and distribution of information that we build. This includes:

  • Written content such as blog posts, website copy, white papers, social media posts, press releases, and advertisements.
  • Images and video.
  • Interactive content or other things such as data visualization or infographics.

The majority of this content is crawlable by search engines, thus it is something to be deemed as part of your SEO efforts.

Content Strategy & International SEO

Now let's discover how to take your content tactic to an international audience, and how it plays a part in your international SEO attempts.

A Single Page Isn't Enough:

This is yet one more case where approaching your SEO attempts as if Google and Bing were real live humans pays off. If you craft a single page that is in your target language, what is the true advantage to your customers?

Rather than simply creating landing pages, put in some effort into creating more thorough information. This is the same approach you would take with domestic SEO for microsites.

The time used up in designing and building a landing page versus a small site does not have to be that much bigger, though search engines always value good resources over sites that simply insert keywords into a small space.

Avoid Duplication

You must always try to keep away from duplicate content, especially if the pages for different countries will all be in English.

Think about a content tactic that eliminates duplication and puts more focus on localization of your pages.

You can always push people from different countries to common transactional areas or pages that allow signups or take orders, while still continuing your international SEO-targeted content.

Tag Correctly

There are lots of technical aspects to international SEO, including hosting location and sources of inbound links. Another one is the "Content-Language" meta tag. If you offer content in a different language, use the "Content-Language" meta tag, which looks like this when properly used (in this case for content in French):

<meta http-equiv="Content-Language" content="fr">

This is a significant component of the page, as it aids search engines properly index your in-language content. W3C's Internationalization section gives more precise information that may more directly apply to your efforts.

Context and Relevance Always Matter

Not all content transforms well to all places or cultures.

One easy case of this is in the use of target keywords. Even in a regional campaign in a single country, you might get that the same product or service is mentioned in a little different way based on where you are. We're not even talking about accidentally employing the wrong term that might somehow be unpleasant, though you certainly want to watch out for that as well.

Ensure that you use the term that people in your target country are employing to search for you. Your product is a task that can sometimes be ignored.

How Does This have an effect on Your Existing Content Strategy?

Aiming an international audience will definitely have an impact on your obtainable content strategy. In many respects, you can compare it to adding a new product to your marketing attempts, with its own microsite, email marketing, and social media efforts.

Accessing a new country or locale is much the same. Often, marketing to an audience that speaks a different language needs some of these changes, but even when advancing audiences in the U.S. versus the UK, or even English-speaking audiences in other countries, the challenges are the same.

As with any other set of advertising strategies, don’t bite into more than you can chew, which will have you take the risk of extending your efforts too thin or not paying attention to significant subtleties and distinctions needed to bond with your audiences.


Your content plan is a significant piece of your domestic promoting attempts. Be sensible about what you think you can attain. For your SEO efforts to do well, you will need to build a true content resource for visitors in the site you are aiming.

Read more: SEO Company Detroit

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