Go International With Your Content, Even If Your Business Isn’t

Dan Taylor | International SEO & Content | Estimated Reading Time: 3 minutes

At SMX 2017, Google Switzerland’s Gary Illyes created food for thought and proposed that websites should produce content for other languages, especially if they can identify a content gap.

Not every company operates internationally, and moving outside of non-English speaking territories can seem daunting. But what Gary Illyes is saying makes complete sense. When thinking about content, and when doing a content audit, why not look for opportunities in other markets.

Having worked on a number of websites based in non-English countries, such as Mexico, Denmark and Nigeria, as an English speaking person, the quality of websites and content in those languages is often lacking. Using Denmark as an example, I consulted for an accountancy firm based in Holstebro.

For those not familiar with Holstebro, it’s a reasonably sized town with a population similar in size to Morecambe, and if so inclined, getting a site to rank for local business accountancy and other financial terms may not take all that much.

This isn’t true in all scenarios

In competitive industries, this won’t be true, especially in economically developed countries; it’s both vertical and country specific.

Matt Cutts spoke in 2013 about producing content in other languages, as well as about duplicate content not hurting unless it’s spammy. Google have guidelines in pretty much every language going, and a lot of people still ignore them, or are aware of them but haven’t come close to reading them.

Why make content for other languages, when I only serve one country

The theory behind this makes sense. Identify a gap in another country (within your vertical), and become the benchmark within it. By doing so you’ll influx your website with relevant content and information about products; but in non-English.

This is a natural way of increasing your organic search footprint, and I know from working with brands in America who have well optimised websites in one language, their natural footprint in other countries and languages grows phenomenally when content is correctly translated into other languages.