Becoming a global enterprise is such an undertaking that individuals often associate it along with companies with large monetary muscles, expansive processes plus strong organizational decision making.
Despite its presumed complexity, in this digital era, many companies are assessing how to transition to a global presence and many have successfully aligned with this particular way of conducting business.
At the same time, there are thousands of components available for users to learn regarding the internationalization and globalization of companies. Most though just address issues of foreign trade, import and other expensive strategies that do not always adapt to the fact of business and digital mechanisms.
Really does this sound familiar?
Luckily, in recent decades, the web has turned the school upside down and has enabled professionals in the field to reinvent the techniques of internationalization.
It is true that given that its origin the Internet continues to be understood as a naturally global medium, thanks to its capability to remove geographical barriers, redefine trade rules, streamline and intercultural knowledge processes. It has allowed internationalization to be less expensive and with fewer investment risks, if we compare it along with other traditional models.
Although it is clear that not all that shines is gold, the resources that this Internet offers us within global markets cannot create us forget the new difficulties that are added to strategies. They are more related to human connections.
Being digitally global has ceased to be a differentiator, but essential for today’ s marketplaces to stand out and be prosperous. Since the 2000s, companies for example Google emerged with a very clear international idea.
They may be now in charge of establishing the dynamics of commercial, cultural, political and economic exchange on the western part of the country. In order to have access to the world’ s information, we must stick to its rules and its principles of SEO, User Experience and Core Web Vitals.
This means that to be successful in global markets, the first step is to be prosperous in Google.
So many manufacturers are having great results- plus branching out beyond their particular country of origin turned out to be their best decision yet. Rock Content is one example of a company that boldly and effectively expanded internationally.
Stone Content has invested eight years in the digital and international market during which time we now have impacted more than seven million site visitors monthly in three special markets resulting in a 30% quarterly growth rate in the United States.
As Rock Content’s International Marketing supervisor, We are in the unique position to get witnessed exponential growth and vitality across a variety of networks, enterprises and channels.
These are the four lessons that we have learned throughout our history as leaders in global content marketing:
Lesson 1: Generate important content according to market needs
Rock Content, a global Digital Marketing company founded within 2013 in Brazil, implemented internationalization strategies early directly into its existence. Its first international action was to introduce the term Content Marketing to Brazil .
Although the term was already being implemented in the United States, it was Rock Content that popularized the term, not only in Brazilian, but also in all of Latina America.
It became Rock Content’s goal to teach the market more directly on subjects such as SEO, Content Advertising Content Experiences.
There exists a golden rule in Marketing and advertising, and we knew how to take advantage of it: to be successful in a market, it is necessary to:
- Know the public well;
- Understand their problems and desires in front of an issue;
- And to be able to offer valuable and suitable content.
As a result, Rock continues to be able to gain strength, relevance and authority in the local and international market.
During our first yrs, we nurtured the Brazilian market with imported Digital Marketing techniques. Now, we rely on a large group of SEO experts to develop our own content and the technological improvements necessary for digital channels.
This is the reason we have stood out: mainly because we have fought against market leaders to position ourselves as creators of strategies, applied to the particular Latin American context, because market educators and, of course , as satisfiers of Search engines in the face of their demands.
Today, we are the owners of the largest blog in Brazil in terms of marketing issues, and we report more than 2 million visits per month with the Portuguese blog.
We have helped more than 2000 companies in Brazil to speak with their audience and with Google, using the most current and contextualized strategies for the Latin American SEO market.
Lesson 2: Google doesn’t work by languages, but by countries
This is where my involvement is directly related to these classes.
In 2015, I became a member of Rock Content, as a collaborator relocating from Colombia to Brazil, and with the purpose of beginning a rigorous internationalization of our own practices with our customers located in Mexico.
That was where we made our first mistake: convinced that fluency in one language had been enough to succeed in another nation.
The mistake was also my own when I naively accepted, as a Colombian, the task of using my native Spanish to enter Mexico . But , working in a good Agile environment, this error is the reason that I started to create more accurate strategies.
In hindsight, I was not very clear regarding the cultural, political, and economic differences that would be reflected in Mexican linguistics. The marketing and advertising needs, too, were completely different from those in Colombia.
Fortunately, the error was not expensive.
After a few months of immersion in the company, I began to notice exponential development in the visits that came from Colombia, and that triggered a good alarm in my strategy.
This led me in order to ask the following questions:
- Why am I actually bringing Colombians to the weblog instead of Mexicans?
- Why is my poignant article on Mercadeo (Marketing in Spanish) positioned in South america, but not bringing any related traffic from this country?
I had to undertake the arduous task of not only delving into the characteristics and requirements of the Mexican market regarding marketing issues but also beginning to relearn Spanish for nearby purposes.
I realized, for good, that Google’s main concern is not to understand or attend to languages, but to deliver relevant content to a nation, regardless of the language with which the user seeks information.
In the midst of the insatiable search for principles in Spanish for South america, I came across our golden jewel legacy: the keyword Mercadotecnia (again, Marketing in Spanish, exclusively for Mexico). My goal was to have results in Mexico with Mercadeo , a very Colombian word!
It is useless in order to insist on a term in the certain language if it does not bring results among the public that is your persona. Which was indeed a beautiful training that doesn’t just apply at Spanish, but to The english language, Portuguese and any language.
If there are Advertising objectives, the language will only be considered a means to communicate, but the person who will establish the rules of the game for correct conversation will always be the target country.
Google, as always, understands much better than anyone the correct internationalization techniques.
Extra Lesson: The user’ s search intention is definitely fundamental in digital internationalization and SEO
Once we realized the importance of taking care of the linguistic context of the country , Google introduced us an extra challenge: the search engine was always going to display us information according to the country we were within and not details about In that case, Mexico, was our own target country.
No matter how much we looked just for information on Mercadotecnia , since we were positioned in Brazil and Colombia, our search wasn’t accurate depending on where we were in the world.
From there we:
- Earned to use tools such as VPNs;
- Configured Google according to the desired region and language;
- Implemented a more complete SEMrush plan to identify latent opportunities simply by region and to better translate the search intention.
A person in Brazil doesn’t have the same information needs as a Colombian, and a Colombian doesn’ big t have the same needs as being a Mexican, and so on.
Sometimes a need may coincide among countries regardless of their language, but this is not always the case. In the end, it is not about what the user is looking for, but the information they will want to find.
It was after that that we began to substitute terms in our routines such as content material translation to content localization, and we began to study in more detail the political plus economic maturity of a market in front of a topic in order to solve local problems using the marketing strategies.
Google is really a genius
Google. es or google. pt do not match Español (Spanish) or Português (Portuguese) and they do correspond to countries such as España (Spain) and Portugal.
This is why you can find the domains google. possuindo. co (Colombia), google. possuindo. mx (Mexico), google. com. br (Brazil), etc . Exactly the same for English countries: google. com (US), google. co. uk (UK), google. california (Canada), etc .
Google knows very well that in order to provide relevant information that satisfies the user’ s search intention, it must divide its domain corresponding to each country, to allow localized searches.
With this information, all of us learned and mastered a very deep research process. We all take into account the needs of people by region, and thanks to this, we are managing to get in touch with almost 3 million users through our blog in Spanish. This includes Mexico, Colombia, Argentina, Spain, Peru and other Spanish-speaking countries.
Google can be allowing us to position well in all these domain names, due to the education we provide as well as the localized relevance with which all of us build our content for the Latin American market.
Session 3: You Must Invest in the correct Technology for Google
The task with SEO and articles production never stops, especially when it’s mixed with internationalization issues.
Rock’ s international problems were not solved just with all the correct localization of the content and with the interpretation of the user’ s search intent.
The problems started again following a year of peace when we did a domain immigration in order to have our attempts in one place from Brazilian, Mexico, Spain, Colombia, among others.
During this migration we made a new mistake: we ignored geographical distances.
The Internet provides sold us the false idea that due to quick conversation with the world there are no longer geographical barriers.
We have observed that regional linguistics are very present throughout Google which can represent a barrier for some users. Google never mentioned this important fine detail which could impair our SEARCH ENGINE OPTIMIZATION strategy.
The truth is the following: from Mexico to Brazil it took us 13-hours of direct flight (13 hours because I will not count the layover time from airports). From Brazil in order to Argentina, we would take perhaps a 3-hour flight.
It really is obvious that on the internet we will never take 3 or 13 hours to reach these types of destinations, but what is correct is that charging a website through Brazil to Argentina, could take us a certain amount of milliseconds, and for Mexico, a few more.
This is very abstract, but it is as true as it is important not to ignore it.
I also hope that people are very clear about what an extra millisecond means for Google. The search giant doesn’t await anyone, not even a user.
Returning to our migration, we completely ignored the fact that our website was hosted in Brazilian and that if we wanted to carry on in contact with Mexico, Google would clearly prioritize domains that were area of the territory.
It was not really our case, and it has been likely that our technology was configured for search engines within Portuguese. Essentially, Rock Content material was lost on the Internet.
We all learned to take better proper care of the technical aspects of our own SEO. Although we fulfill the market with correct articles localization, we must also satisfy Google with optimized digital channels that allow the web page to be loaded quickly and allow the robots to analyze the entire digital structure in an souple way.
Otherwise, all of us already know the consequences…
But let’ s be honest, Google’ s recent algorithm update tells us about the Primary Web Vitals, but this is simply not new.
Technical issues versus UX, good specialized SEO practices, the speed of a website both to load and to be found by search engines, are nothing new. For us to consider our technology seriously, the particular algorithm had to make them a lot more visible.
According to Sam Underwood, from seotoolbelt. possuindo, “ SEO skills boost as we develop design, important thinking, UX and conversation skills. ”
At the beginning of the particular migration, we lost our traffic in both languages. The particular recovery was tortuous, and yes it took us a year to come back.
Every cloud includes a silver lining. Thanks to so what happened, we decided to invest in a lot more specialized teams and specialists in SEO and programming techniques.
This knowledge was used to:
- Improve the visual style of our web site and blogs;
- Improve loading time plus release unnecessary domain dumbbells;
- Better invest in CDI mirrors that would enable us to perform better in various countries;
- Global SEO techniques to make better technologies decisions on a global scale.
With these decisions, all of us regained Google’ s trust, and our domains achieved such agility that this time it was easier for us going with our content to the entire United states continent and even reach European countries that speaks Spanish plus Portuguese. The daily outcomes of our blogs were amazing, with numbers never noticed before in our company or in our market area.
With this, we are able to come to a small conclusion: SEO and digital internationalization are based on people, naturally , but also on technology.
Google thinks of all things and as an information technology organization, it is the first thing that it is going to demand of us.
This was a significant basis so that our following internationalization plan would not be so overwhelming. We were currently in the final decision to enter the United States: the market of marketplaces, where SEO techniques were first developed.
The mistakes in this new market would not be so easily overcome and Google would become more attentive to our movements, not only in technical and relevance terms, but also in legal and business-minded aspects.
Training 4: Going international is really a mindset
Digital transformation is here to stay and, for it to operate, it is not enough to start a website and a couple of great example of such. You have to build an entire business mindset for these media in order to communicate with each other. But the outcome will be a strong brand place and measurable business outcomes.
With digital internationalization, it does not take same. It isn’t worth translating a website into another language and producing articles for other countries if, as a company, you do not adopt strategies together plus build business values that are truly international.
This implies knowing the laws of traditional internationalization, since it implies hiring people from different countries and dealing with consumption policies that vary from one area to another.
If a firm doesn’t become educated upon these issues, it is destined to fail.
Google may be the california king of information, but as we get deeper into the practices and its particular rules of the game, the greater we have to master the laws and regulations, taxes and other policies of the world.
This is how we began the third internationalization: Rock’s acquisition of the Company in america ScribbleLive in 2019, which usually led to our triumphant entrance into the United States market in 2020.
Although we had already built dynamics to work amongst Latin Americans, we were likely to face at that time not only the change in the business decision-making. I was also about to face the corporate cultural change. This began a new phase of our own Social Intelligence . This term applies to those who initiate an internationalization to gain global relevance — and a change in the way in which marketing will be executed.
Today, Rock Content is composed of more than 20 nationalities working together for our three main markets: Brazil, Mexico as well as the United States.; We are inherently conscious that we communicate with many more nations and our practices reflect this globalization.
Before the 3rd internationalization, our blogs within Portuguese and Spanish had been bringing results in terms associated with traffic, Google positioning, transformation and sales opportunities. But we knew that the American market awaited us with increased challenges, even though our issue expertise was no longer as brand new in the new territory since it was at the time in Latina America.
Our wagers were on generating a good audience and strengthening new strategic issues within our SEARCH ENGINE OPTIMIZATION, Content Marketing and Interactive Marketing education.
In the construction of the new blog, we already knew that first, there were to face a detailed search for local terminologies.
Just as within Portuguese and Spanish you can find linguistic variations by locations.
In English exactly the same thing happens, adding the difficulty that will in English we can furthermore find spelling varieties, based on the geographical territory.
One example. Which is correct : color or colour ? Answer: it depends on the market with which we are communicating.
Venturing into the production associated with content in English made us think not only regarding grammatical compositions, but also regarding social and even historical constructions of the countries. Here is Search engines again giving us internationalization lessons to enable our quick growth in the United States.
There have been some barriers in regards to cultural notion, technology, business mindset plus building a strong SEO strategy, but our American internationalization is going smoothly and permitting us to generate 30% quarterly growth in our traffic.
Worldwide SEO is a mixture of study, people and technology
Researching the market is the fundamental pillar of most digital internationalization. Research is what allows us to understand market mechanics, linguistic, social, economic and political contexts and what allows us to make appropriate decisions upon technology and even commercial investment decision.
In a digital internationalization, it is critical for an enterprise to invest in resources and, specifically, upon analytical intelligence.
Despite the mistakes that are normal for those who start new adventures, I can realize that at Rock Content we always had the best attitudes to learn the expert and even personal impacts that an internationalization would bring us.
Now, we are creating a globally impact. Today, we have hundreds of thousands of new monthly visits through American territory. Globally, we all already have 7 million month-to-month organic views of our digital channels. We are not done yet! We are looking for millions in the US, too. And we will get there!
We are placing ourselves every day with more keywords in Google and building more relevant Marketing content through the Americas.
Keep up to date with all the construction and evolution of our global history.
This post was originally published in the Search Engine Journal ebook “ The Complete Guide to On-Page SEO “. It’ s an awesome read, download it right now!
The post Google Understands Individuals, Not Languages: 4 SEO Lessons In Digital Internationalization appeared initial on Rock Content .