How SEO is Different Worldwide
Which search engine dominates the world? That’s right, this is Google. But what if you decide to open an online store in China, but they don’t use Google? After all, SEO differs depending on the search engines.
In this article, we will tell you about SEO in different countries and about its basis.
What is SEO?
Search engine optimization (SEO) is a comprehensive development of a site and its promotion for raising to one of the top positions in search engine results. SEO-promotion of a site can be defined in another way, namely, as a channel for attracting traffic to a site and a tool for influencing search robots in order to achieve leadership in search results.
The question arises why it is so important to be in the top lines of the issue. The answer is given by search engine statistics for commercial queries, that is, for queries that reflect the desire of users to purchase something. Of the total volume of traffic, 95% falls on the first page of search results, and from 60% to 80% – on the 1-3rd line. Any businessman will be happy to draw such attention to his company (brand and product), so it is important to make every effort to get into the leaders of search results.
There are various possibilities for attracting new customers via the Internet. This is targeting in social networks, contextual advertising, collaboration with bloggers and much more. All these methods work well if there are no financial problems and you need to attract the first buyers as quickly as possible.
However, companies have to face a serious flaw. The desired effect lasts only for the period while you pay for the use of a tool. As soon as the funds run out on the account, advertising also ceases. Modern SEO optimization is no longer limited to entering keywords into texts and acquiring links, as it was ten years ago. Now this work has become much more painstaking and subtle.
Today, SEO-promotion combines the following basic elements:
- constant monitoring of changes in the algorithms used by search engines for ranking, and the introduction of corrections corresponding to them;
- monitoring the relevance of search queries. You need to timely monitor when the keywords and phrases used on your site lose popularity among users of search engines, and change the direction of optimization work;
- creation of a semantic core and regular expansion due to current queries;
- internal optimization, within the framework of which the site code and navigation on it are improved, the quality of filling is increased and the loading is accelerated;
- external optimization, that is, providing website citation. To this end, links to a resource are bought at various popular sites to increase interest from search engines;
- tracking the actions of site visitors and timely response to all negative manifestations;
- analysis of the results of work and their use for revising the strategy for further advancement.
Even SEO specialists do not know exactly what formulas search engines work by determining the location of resources in the search results list. But they understand the key factors. Usability, availability and quality of the mobile version, download speed and user behavior are those indicators that directly affect the site’s place in the SERP.
It is worth highlighting the website optimization for smartphones and other mobile devices, since desktop traffic today is increasingly inferior to mobile. By optimizing the site in these areas, the webmaster can lead him into the leaders of search engine results. This takes into account approximately 800 parameters.
SEO Optimization Methods
In the process of search engine optimization, white, gray and black methods can be used. This is a rather conditional qualification, because if you abuse the white technique, search engines can recognize your behavior as black optimization and punish it. Any fraud is suppressed, therefore, conscientious SEO-specialists and marketers prefer to follow the requirements of search engines. They choose honest methods of creating the “right” sites and do not violate established rules.
- White Hat SEO
It involves improving the site: its design, usability, quality of content. Optimization by mentioning a resource in various press releases and reviews is also considered white. An important direction of fair promotion is also the adaptation of the resource to mobile devices, since today there is an intense redistribution between desktop and mobile search traffic in favor of the latter.
The listed actions are in no way related to the algorithms of the search engines and a simple user does not notice them. He sees only a site filled with high-quality content that is convenient to use, and while on it he has no sense of rejection.
- Gray hat SEO
In this case, optimizers already use some tricks. Specially selected keywords are entered into the texts posted on the website, by which potential customers can search. Such requests may not look very natural, so the copywriter should try to write the most organic text that can interest the reader. In this case, you must adhere to strict rules regarding the relationship between keys and the total size of the text.
Such techniques are used as entering keywords in title, meta description, H1, alt and more. This is not welcomed by search engines, but they are practically not punished for such actions, so you can not be afraid. The main thing is not to abuse gray optimization. Those who wish to learn such techniques can be given some tips:
choose the right key queries correctly. It is important that they are medium and low frequency (up to 10 thousand per month);
make sure that the copywriter has prepared high-quality texts and at the same time the necessary correlation between keywords and the total volume is observed, the content is unique and with a low level of academic nausea;
do not allow texts to turn into an incoherent set of keywords with constant repetitions. Search robots will immediately notice the catch. Phrases like “buy a microwave Peter”, which are found throughout the text, sound clumsy and signal that you cheated.
- Black Hat SEO
This kind of SEO is absolutely illegal, and search engines punish it severely. An example of black promotion is the creation of doorway websites that are optimized for a single request in order to become leaders in search results. Another trick is cloaking, the essence of which is to demonstrate to the robot one resource, and to the user another, with completely different content.
Particularly destructive and dangerous is the unauthorized parasitism on someone else’s popular resource. It is hacked and posted by numerous links to your site. The method of black optimization is also the creation of satellites. This is a lot of small sites with links to a resource that is being promoted.
Search and SEO in Europe (Google)
The key point SEO faces in Europe is language. There are 23 of them in the European Union, excluding dialects and subregions.
Language, in turn, defines user behavior and cultural differences. The Spaniards like siesta, the French have an evening rest, and the Germans take care of the rational use of time.
That is why SEO and marketing should be oriented towards appropriate online audience behavior. It makes sense to plan a strategy, relying, inter alia, on the traditions and culture of the country of promotion. However, this is obvious.
What is Google’s share in Europe? From 81.8% in the UK to 90.67% in Spain. And if we talk about understanding the value of SEO, then in the UK it is a saturated and highly competitive market. In general, Europe is still at the stage of adoption and awareness of the importance of search engine optimization.
The localization and proper use of hreflang plays a huge role. Google has a comprehensive guide to optimizing pages in different languages. For quick generation of hreflang tags there is an Aleyda Solis tool.
Europeans use the search more actively than other inhabitants of the planet and there are 731 million potential customers. The market is large and open, but you need to enter it with an understanding of the culture and history of the region, and hire native speakers only to write content.
Search and SEO in Japan (Yahoo! Japan / Google)
Yahoo! Japan is more popular in Japan than Google, but not as a search engine. The Japanese are actively using applications like Yahoo Answers, Yahoo Transit, Yahoo Weather and others. However, Google’s search queries accounted for 69.25% of the total. This country occupies 22% of the global search engine market.
How does this affect SEO? Yahoo adopted the back-end algorithms from Google, so overall technical optimization is no different. The target audience is a completely different matter, the Japanese are very fond of content, a lot of content.
Even the difference in the Japanese and British versions of Starbucks sites is the result of a difference in the psychology of consumption. The Japanese version will not work at all in Britain and vice versa. The amount of information is the key. Its abundance for the former serves as a sign of trust, for the latter restraint is important.
Search and SEO in China (Baidu)
There are nearly 773 million Internet users in China. Google, as a search engine, was blocked in 2010 and was completely replaced by Baidu.
Unlike Yahoo! Japan, Baidu and Google are completely different search engines. For example, Baidu has the following characteristics:
- Has a different value for metadata, canonical, h1 and title headers;
- Description and Keywords are considered ranking factors
- The inclusion of contextual advertising in organic search results, without a clear indication of “advertising”;
- Does not understand hreflang;
- Optimization for the language – this search engine prefers the Mandarin dialect of the Chinese language and it is characterized by a simplified character design;
- Strict rules and censorship: The Great Firewall of China.
Is Google trying to enter China again? Yes, the Chinese market is huge and the possibility of launching a local version of Google with censorship is being considered. However, in addition to possible problems with SEO, since everything is optimized for Baidu, there is an ethical nuance. The list of blocked resources may include unwanted sites on human rights, various political beliefs, freedom of speech, news and academic research.
Search and SEO in Australia (Google)
The USA and Great Britain are the largest English-speaking audience of Google and establish a certain status quo for SEO under the British and American language options. In countries where both dialects are used, work with semantics is added. For example, in Australia.
According to statistics, fraternal English dominates, but the gap is very small and Australian SEO-specialists have to take this into account. The classic battle of US vs UK. For example, young people aged 18-24 prefer American, which means they need to use keywords based on the age of the audience. As for technical optimization, Google is in the favorites there and the rules are universal.
Search and SEO in Russia (Yandex)
Google’s share in Russia is 38.98%, Yandex’s active users – 67 million per month. Like Yahoo! Japan and Baidu, the search engine appreciates high-quality content and encourages users not to use keywords. The main differences of Yandex:
- Takes more time to index;
- Allows the use of longer title;
- Supports and considers meta keywords;
- Use algorithms that do not comply with Google standards, but facilitate optimization for Yandex.
The Internet brings together, Google collects everything, but everywhere has its own characteristics and for success, an SEO strategy needs to be planned based on national and cultural differences. This is especially important even within the framework of one large country. We recommend optimizing not for the search engine, but for the intentions of users.