Should your optimisation go global?

A lot of the focus of website optimisation is on search engines in general. This is a big brief to hand to any SEO company. Search engine traffic accounts for most of the world’s internet activity, meaning that when you go global, you really are trying to attract every person who speaks your language in the world. That’s an awfully big target audience.

Taking on the World Wide Web is not the right path for every company. This can be easy to determine if you’re Jeff’s Organic Fruit from Wallingford. It won’t take much thought to see that focussing on the local market, at least at first, is your best bet. Your search engine optimisation plan can therefore use the specialised techniques to target local search, giving you a good chance of success.

This scenario doesn’t apply to slightly bigger businesses. If you’re Jeff’s Organic Exports, your market is obviously bigger. You can afford to ignore local search because none of your customers are there. In some ways, the process becomes much simpler because you know that you’re going to have to tackle Google UK and part of the search engine giant’s European market.

This is all well and good, but what if you’re Jeff’s Wholesale Organics from Manchester? Your target market then might be not just your locality, but the whole of the UK. In this case, your search engine optimization plan would need to take in both local search and country-wide search. This is slightly more complicated.

Knowing your scope can help you form your SEO plan. Jeff in Manchester, for example, will know that he has to work local search into certain areas of his site, but not to target Europe. Restrictions can free up your resources for your real focus. Talk to us at SEO Consult when you need to plan your website optimization.

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