How global search strategy can deliver content marketing wins

finger on internet browser tablet

Creating a successful programme of digital content marketing requires a delicate balance to be struck. It can take many different forms, and a number of factors can influence its success. When targeting diverse global audiences, the development of an insight-driven search strategy is key.

A comprehensive search strategy can offer valuable insights that will keep on delivering – whether it’s topic or keyword research for optimisation, cross-market insight, or social distribution.

Starting with search

Around the world, people turn to Google (and other search engines) to ask questions about everything, anonymously, every day. In fact, for most of us, search engines are the first port of call when we want to find out something, with up to 93% of online experiences said to start with a search engine.

This makes global search data a huge source of largely untapped unique insight.

Studying this data can help us understand and focus on the largest topics of interest within categories, from pinpointing prospect and customer painpoints to the real needs of an audience.

This insight holds the key to crafting optimised content, and informing a range of marketing activities and business priorities.

Global search habits vary

It’s no surprise that how people search for information changes according to native language. But it is not so obvious that questions in the same language may be searched differently in different countries – such as British English vs Canadian English.

Before we even look at cross-language analysis, the differences in terminology across the English-speaking world alone needs some attention.

Aligning to the target markets of your website, a global search strategy should include a comprehensive review of search terminology across multiple languages and countries. From this research, recommendations can be made about content focus, format, terminology, keywords and beyond.

This vital insight can ensure optimisation of content, turning singular, country-focused content into successful global content marketing.

How important are keywords for SEO?

If you think that keywords still play a vital role in optimising your website to rank for terms that bring in valuable and relevant traffic, you’d be right.

But, as Google gets semantically smarter, shown by the latest BERT update, the emphasis on SEO as an all-encompassing practice continues to grow.

To be ‘fully optimised’, a website must meet the four cornerstones of SEO:

  1. Be technically sound, allowing crawlers to read, understand and contextualise.
  2. Provide a positive user experience.
  3. Contain quality, valuable content that is optimised for target keywords.
  4. Have high-quality inbound external links, and effective internal linking.

Along with providing insight into relevant keywords, a search strategy can offer insights and outputs to ensure all of these factors are covered.

Finding your SEM vs SEO balance

When you’re building and optimising a new website, growing search authority from scratch – especially for a global audience – can feel like a very long game.

Even for established websites looking for a refresh, the processes of building links and growing authority for new pages will, more often than not, require considerable time to take effect. This is where SEM (search engine marketing) can really enhance website exposure and traffic globally.

Effective keyword research can inform a comprehensive goal-driven Google Ads plan for the distribution and advertising of your content. By paying to surface your key pages at the top of the results for relevant search terms, you’ll instantly see results and have relevant users interacting with your content.

However, SEM shouldn’t just be considered as a ‘stop-gap’ for growing websites, it is often a valuable, ongoing digital marketing strategy for websites.

Our experience with SEM has proven that it can provide a huge boost to getting both new and improving websites off the ground and in front of the right audiences globally. It should therefore be a vital tool in your wider global search and content strategy.

Becky Jenkins
Digital Marketing Executive