Expanding your online business to the international market , whether it is an e-commerce site or a service portal, requires careful market analysis in order to better understand your target or potential customers. The secret to success? A specific site structure, ad hoc content and promotion strategies that take into account the target market.
But replicating the success achieved in your own country is not so obvious or why choose our service easy: technical and in-depth knowledge is necessary, to avoid incurring the many mistakes that are often made lightly.
As illustrated in my blog, in fact, managing an e-commerce is not at all simple : especially in very competitive sectors . In the international market, however, it is necessary to take into account many other variables and parameters. Let's see, therefore, the most common errors and, above all, how to avoid them.
1. Don't use different URLs for each language of the site
Problems that compromise an international SEO strategy: URLs
This is one of the most serious mistakes. It is crucial that each language corresponds to a specific URL (for example, the English version of the site can be managed on a .com or .co.uk TLD, while the Italian version will be managed on a domain with a .it TLD). It is not advisable to rely on a local-adaptive crawling that, based on the IP address, tries to identify the country and language of origin to show the most relevant content on the same URL.
This is because, as indicated in Google's guidelines, Googlebots use an IP located in the United States: in other words, the other versions of the site would never be indexed correctly.