FoM18: 5 things you need to know
When it comes to search engine optimization (SEO), there is no master key to unlock visibility across different markets. This is especially complex in Asia, a region comprised of over 48 countries, each with its own cultural nuances.
For example, in Hong Kong, people are searching for ‘premium life insurance’. In Laos, they’re more inclined to search for ‘affordable life insurance’.
While everyone might search for ‘life insurance’, ignoring key, local search patterns could put a website three scrolls down from competitors. (Spoiler alert: that’s not good.)
Be easy to find. (Duh.)
To engage and convert customers, businesses need to be easily discoverable. That’s why SEO is essential, at any stage in the customers’ decision-making process.
Before deciding on keywords for a webpage, market research is crucial. The socio-economic backgrounds of different countries profoundly impact search behaviours.
Hong Kongers, on average, are wealthier than Laotians so cost may not be their first priority when searching for life insurance. If the insurance company only embeds ‘premium’ on its webpage and blankets it across all regions, it will lose visibility in countries where ‘premium’ isn’t the most popular search term.
Asia is a multi-lingual region; another factor to consider for companies that want the most visibility. English is not universal and brands looking to increase their presence across the region need to do some heavy lifting.
Site content and page elements need to be created with an understanding of the local psychology of search, and in the right language.
China in a space beyond
China, the colossal market with almost a billion internet dwellers, operates in its own unique digital ecosystem.
Instead of Google, Baidu owns the search engine space, with a totally different set of algorithms.
Businesses can’t trick Baidu by flooding their web-pages with keywords since it uses different methods and resources to find search results. This makes Key Opinion Leader (KOL) marketing indispensable in China.
Chinese people tend to see their internet via WeChat, from shopping online to booking karaoke sessions. Exposure on WeChat is crucial in driving conversions, but the app has its own digital habitat; Businesses must be registered with WeChat to distribute their content within the almighty app.
Again, its algorithm ranks content completely different than Google’s and Baidu’s.
Achieving multi-market visibility with SEO may seem daunting, but imagine it as a game of Tetris. The tools are there; it’s the modification and planning to fill the gaps that’s challenging (but super fun) for us.
Looking to ramp up your visibility in the region? Or are you just a huge Tetris fan? Shoot us an email!