Few topics command as much attention from web professionals and the digital agency community as SEO. Mastering the fine art of improving search rankings for client websites is a highly coveted skill, and at Duda, we’re constantly fielding questions from our customers on this subject. So to provide you with definitive answers to some of the most common queries we receive, we teamed up with the good people over at Moz to get their expert advice on all things SEO.
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So without further ado, let’s dive in…
How do you optimize for international markets?
International sites can be multi-regional, multilingual, or both.
Multi-regional sites are those that target audiences from multiple countries.A site that targets users in the U.S. and the U.K.
Multilingual sites are those that target speakers of multiple languages. For example, a site that targets both English and Spanish-speakers.
To geo-target sections of your site to different countries, you can use a country-specific domain (ccTLD) such as “.de” for Germany or subdomains/subdirectories on generic TLDs such as “example.com/de.”
For different language versions of your content, Google recommends using different URLs rather than using cookies to change the language of the content on the page. If you do this, make use of the hreflang tag to tell Google about alternate language versions of the page.
For more information on internationalization, visit Google’s “Managing multi-regional and multilingual sites” or Moz’s guide to international SEO.
How do we communicate to clients that SEO projects need ongoing maintenance work?
If your client is having difficulty understanding SEO as a continuous effort, rather than a one-and-done task, it can be helpful to highlight the changing nature of the web.
Say you created enough quality content and earned enough links to that content to earn yourself a spot at the top of page one. Because organic placement is earned and not paid for, you don’t have to keep paying to maintain that placement on page one. However, what happens when a competitor comes along with better content that has more links than your content? Because Google wants to surface the highest quality content, your page’s rankings will likely suffer in favor of this better page.
Maybe it’s not a competitor that depreciates your site’s rankings. Maybe new technology comes along and now your page is outdated or even broken in some areas.
Or how about pages that are ranking highly in search results, only to get crowded out by a featured snippet, a Knowledge Panel, Google Ads, or whatever the latest SERP feature is?
Set-it-and-forget-it is not an option. Your competitors are always on your heels, technology is always changing, and Google is constantly changing the search experience.
SEO specialists are here to ensure you stay at the forefront of all these changes because the cost of inaction is often the loss of previously earned organic visibility.