Foreign SEO for the retail niche

If you are planning or have already opened retail abroad, you need SEO. In this article, we will explain why it is necessary and tell you how to do it correctly.

Why foreign offline business SEO?

Due to worldwide digitalisation. According to a survey, almost 80% of American and European shoppers “dive” into the Internet before going to the store. There they read reviews, pre-study the range, monitor discounts and sales. At the same time, 70% of users do not open everything that is below the 5th link in the issue. To get into the top 5, a business invests in SEO promotion. What does it give?

More visitors. The maximum amount of traffic is received by the one who managed to get to the first page of the issue. In the United States, local search is popular (when a person searches the Internet for which store is closest to him). For this reason, even offline supermarkets have websites here.

Opportunity to promptly inform visitors about promotions . A significant part of the population of the United States and Western Europe is purchased exclusively at sales. Having a website, you will be able to notify about promotions in the appropriate section.

Buyer confidence. Abroad, preference is given to Google algorithms. If the world search engine decided to raise your page, then you can really be trusted.

Save money on marketing. Visitors come by themselves by entering a query through the Google search bar. The site owner does not need to pay for such transitions, which cannot be said about contextual advertising. The latter brings the first customers instantly, but each click costs money.

Features of the retail niche abroad

Supermarkets in the US and Western Europe are fundamentally different from domestic retail. Here are a few key features.

Service quality . Everything is thought out to the smallest detail: often in stores you can find carts with a supermarket card and a section for dogs, bread dispensers (as a result, no one touches it with their hands once again), machines for grinding coffee beans.

Discount cards and bonuses . In addition to discounts, foreign retailers often offer additional loyalty items (for example, free espresso when buying a certain amount).

Environmental Trends . No polyethylene! If you forgot your shopper, in a German supermarket you will be more likely to be offered a cardboard box of vegetables than a bag. In foreign retail, you can often find promotions related to reasonable consumption (for example, a free box of greenery that has lost its presentation, which can be taken away for pets).

Friendliness towards children . If a child is capricious and does not allow parents to calmly choose products, they will offer him a banana, sausage or a piece of cheese for free.

Sales and discounts up to 80% on expiring products . Part of the population constantly monitors such promotions and replenishes stocks exclusively at a reduced price.

In the United States and Western Europe, it is customary to buy food and everyday goods rarely and for a long time. At the same time, most supermarkets have an incredibly wide assortment: several rows of racks are assigned to one position. One of the American malls says: “If you yourself do not know what you want, come to us. We have it.”

Differences of foreign SEO for retail

In order for the site to get on the first page of the issue, it must be promoted by keywords – the same ones that the user enters into Google search when he wants to find a certain product. For example, like this:

In this example, we see: the user entered the search query “cheese cheddar Edinburgh”. The first three links lead to the sites that did the best in ranking the page for that particular keyword.

The nuance of the retail niche is that there are a lot of goods (and the realities of foreign countries require that there be EVEN more of them). And everyone needs a separate page optimized for their key queries. SEO for foreign retail is a long and cumbersome process.

In general, Western and domestic approaches to Internet promotion differ dramatically. Here are some of the most common features of American and Western European SEO:

  1. It’s harder to get to the top. Russian-language sites on the Internet – only 5.7%, while English-language – over 55%. Therefore, Western algorithms are more advanced – they have more materials for comparison and ranking.
  2. The predominance of “long-tailed” key queries – those that contain 5-6 or more words in one phrase. Americans often google using voice search, which is convenient because you can quickly refine a lot of details in a query. For example, “where is the supermarket with ready-made food nearby.” Each page should be optimized with several of these keywords.
  3. Emphasis on quality content. Among other things, SEO requires optimized articles. In the West, they are used not only to “tick” and include key phrases – they must be readable, interesting and useful for the consumer. This is important for Google algorithms.
  4. External content must also be good. Another pool of SEO work is link building. In other words, the site should be linked from outside, so the Google algorithm understands that the online store can be trusted. To promote domestic sites, SEOs use special exchanges, where you can quickly place cheap and not very high-quality texts with links. Abroad, this method is illegal, and therefore is not in demand. To increase the link mass to a foreign site, it is necessary to negotiate with reputable media, which, in turn, value their reputation, so they will not publish bad content even for money.

An example of a blog design on the website of an American supermarket.

How to promote a retail niche abroad?

SEO promotion of a retail niche abroad is a complex and cumbersome process that requires effort, time and an English-language site. Here are some basic recommendations:

  • create and optimize the mobile version of the site. Most purchases abroad are made through smartphones;
  • convert weights to those generally accepted for the region;
  • expand the assortment to the maximum, and with it the number of web pages;
  • provide the site with sections “Reviews” and “Blog”. In the latter, you can place articles both directly related to goods, and indirectly related to a niche. For example, an online grocery store can publish recipes, holiday greetings (and with them ready-made shopping lists for the festive table);
  • create and regularly update the “Promotions” and “Sales” sections. A German supermarket without price tags Reduced is not a supermarket;
  • post content that is easy and enjoyable to share. The easiest way to do this is on a Facebook and Instagram business account. Likes and reposts will provide quick and natural advertising among the target audience;
  • pay attention to images – they also need to be optimized for relevant key queries;
  • do not overload the page with complex animated elements – they can slow down the download speed, as a result of which users will simply close the resource.

Foreign online stores often offer ready-made solutions – product packages for catering or a festive table.

US and Western European users are accustomed to comfort. On the site of an online store, everything should be thought out to the smallest detail: usability, a convenient sorting and filtering system, a search bar, complete information about delivery, all kinds of payment methods. The registration form is lightweight, contains a maximum of 3-4 fields to fill out.

How much does SEO cost to promote abroad?

Foreign SEO for the retail niche is expensive. The cost of external links and English-language content is much higher than in the CIS countries. The price of an SEO optimizer in the USA varies between $100-$300 per hour. The retail niche is highly competitive and will have to compete with sites that have invested a lot of money in marketing for years. At the start, a new project will require an investment of $10,000 per month.

The work of domestic optimizers costs less – from $ 2,500. But here it is necessary to take into account two nuances:

  • domestic SEOs often start with the same mistake: to promote a site abroad, they use the same familiar techniques as for any other resources. It doesn’t work that way;
  • due to differences in language and mentality, you will still need a regional manager.

How to reach a compromise between price and effect? Pay attention to optimizers who already have experience in optimizing foreign sites. Request case studies and reviews on topics that interest you. Experience in a niche greatly increases the chances of a return on investment.

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