Although SEO principles are quite the same globally, businesses that use the same strategies for all countries will not meet great success and are bound to fail. The reason why this happens is because the populations are different and value things in a unique way. So, to expand your company internationally, you must first learn some vital aspects about a particular country. You must consider several elements, including language and website structures, to rank high in the search results pages.
SEO is crucial nowadays, as more and more people search the internet for services, products and information. But because the internet has brought so many advantages, it has also increased online competition. So, with billions of websites that can be found online nowadays, it is essential to be visible in the search engines to ensure you attract more customers. SEO brings plenty of benefits, as it can improve a website’s online credibility and visibility, drive more leads and sales and increase website traffic.
Today, SEO has become an essential component in a digital marketing strategy, but to have the best results, you will need to optimize your content in specific countries. This article will offer the insights you need for the best results in France and Germany.
SEO particularities for the French market
Getting to know the French market
France has a population of 67 million people, and if you plan to extend your business to all French-speaking individuals, you could have a market of 274 million people worldwide. This number shows excellent opportunities for a brand that wants to enter the French market.
SEO France can bring many advantages to a business, as online advertising can be cheaper than in other English-speaking markets because there is less competition. In France, SEO focuses more on technical parts than content, so you need a perfect website to compete in the market.
How to talk to French people
French people are very fond of their language and don’t like to see grammar errors. So, if you want your business to be taken seriously, you must ensure that your content and website are free of spelling and grammar mistakes.
Most French shoppers value a great deal more than quality. So, using luxury and premium arguments might not be the best idea. The French don’t really talk about how much they earn, but they usually consider themselves poorer than countries like Germany or the UK. To advertise your services or products, you must focus on the prices and use words like good deal or cheap.
If you want to dominate the French market, it will be good to collaborate with a digital PR agency to help you optimize your website and advertise your services and products.
How do French people shop?
The French enjoy shopping more locally rather than online. But lately, things have changed, as the population has begun to take advantage of what the online world offers. For example, they really love to click & collect, and this practice has been adopted across the whole territory and in numerous industries, including retail.
What about the other French-speaking countries?
French is one of the most spoken languages worldwide, but the expressions and vocabulary used vary tremendously around the world. For instance, the French in France is quite different from the one in Quebec, and populations might even struggle to understand one another due to the accent.
So, suppose you have a website for multilingual countries such as Belgium, Switzerland and Canada. In that case, avoiding automatic translations and allowing your visitors to choose their language will be good.
SEO particularities for the German market
Getting to know the German market
Germany has 82.7 million people, and the entire German-speaking population is somewhere between 90 and 95 million. Germany is a very developed country with a high internet penetration (91%). Google is the most popular search engine, but Bing also has a fair market share, so keep this aspect in mind to optimize your SEO Germany.
Talking with the German people
German is quite a complex language, so keyword research and translation can be tricky. In 1996, some German spelling rules changed, so people might spell words differently when searching online, and some words might even have more meanings. German also has both an informal and formal vocabulary, and you need to be careful about this aspect and use it appropriately depending on your audience. The informal words should be used with a wider audience or established brands, while the informal ones with the younger audiences. However, to have the best result, you should collaborate with a cross border agency to help you understand the best ways to make your products appeal to the German audience.
Remember that Germans don’t really like to give away their data, and Germany is home to more data protection regulations than the rest of the world. So, be aware of this aspect when asking for personal information.
Moreover, Germans value trust, so they will take their time to research with attention before they choose to buy something. Also, they prioritize quality and might choose a better-quality product, even if it is more expensive – unlike the French population. It will be good to publish your reviews, certificates, business partners and awards on your websites to increase their trust.
Final words
You should pay attention to international SEO, and if you want to do it right, you will need to invest a lot of time and resources. Also, consider the markets you are selling to and personalize the content so you will rank higher in the search engines.
