Not all people want to rank their site on Google in all countries. Many people have a common question “if they have added a new domain property to Google Search Console. And they want to specify the country where their website should be visible- if it's an e-commerce website. How do they add targeting country and robots.txt from their new website?"
So, according to a Google employee Gary Ellis, "Generally, there's no need to specify geographic targeting in Search Console. Google can just figure out from all the other signals such as different parts of the URL or let's say even if people are bouncing." In addition to that, he recommended, "You should look at how other companies like Amazon do things from an SEO perspective when it comes to international SEO."
And why it is essential more importantly why are we discussing this? It's because International SEO is huge. Therefore, you shouldn’t take the rest of the world for granted because it can help you generate a lot of revenue. However, the issue here is translating and transcribing your content for every language you want to target whether you're an e-commerce site or a B2C site, or a B2B site for that matter.
You should only target regions where you want to be helpful. The reason behind it is simple- If you want to expand into other regions just to get traffic but you don't really offer great products or services or even a great experience within those regions, it's going to hurt your overall SEO. Because no matter how good your website is or your marketing is, or even your bounce rate, people are not going to go back to your site or even click on your listings if they know your products and services aren't tailored to them.
In simpler words, it's going to harm your overall SEO. Though some go to your website and click on it, they realize you don't offer stuff within their region, even if they're looking for products within your region. And then they're going to click the back button. Later, even if they see your website listing again, there’s no way they are going to click on it. That is also going to hurt your SEO.
So only focus your website, your content, your products, and your services on the languages and regions you want to target. And here are some tips when it comes to international SEO:
Transcribe your content, don’t leave it just by translating it. When you want to go after new regions and languages, you have to adapt your content to what people in that region expect. With cultures being different all over the world, you'll find that translating your content word for word just won't work. You'll have to customize it for each region.
You'll have to use “Hreflang.” It tells search engines and browsers that pages on your website are countries and languages. If you're wondering how to use Hreflang, this tool will definitely be going to help you. Also, it'll give you the code that you need to put on your website. That code goes into the head part of your website.
You need to build links within the region you're targeting. For this, you can hire someone from Upwork who knows marketing and they know your space within that region. They can reach out to your websites, build relationships, and beg for links. It's a numbers game, but it really does work. If you want more skills and want to grow faster, then you can hire a digital marketing agency.
You need to consider generating PR. PR creates brand queries, which is when someone searches for your company name on Google or your website name. This helps with your rankings and traffic.
It is just like what happens with Nike. Did you know over 7 million people in the United States are searching for Nike each and every single month on Google? Less than 2 million people on a monthly basis are searching for shoes. Nike has a bigger brand than the term shoes. And, what does that tell Google? Nike's powerful, people recognize them and they should rank them higher. Now, if you need help with your international SEO or targeting specific countries, or trying to expand your SEO so you can get more sales quicker in different regions and languages, then follow whatever is mentioned in this post.