Many brands with international and multi-language websites have achieved great organic visibility thanks to targeted strategies for each individual country. Each nation has its own peculiarities and it is important to know all these aspects when defining the local SEO strategy.
SEO in Italy
As you know, Italy is a market with many peculiarities, users who search and buy online increase year after year, but there is still a lot of growth potential.
Awareness of online shopping is widespread and consequently competition in Google results is very high in almost all niches. Even from the point of view of Google Ads (the paid channel), the situation does not change. The average CPCs are not always convenient and accessible to everyone.
These aspects can be reduced by a careful keywords analysis and consumer research habits.
It is important to create the market dictionary, that is the database of all online searches concerning a specific market or market niche. With this information, you can map the market and assess the current visibility of the customer’s website and competitors’ websites.
It would be crazy to invest in a local business without having this information first.
Each product and service can be searched in a multitude of different ways, so focusing on the more generic high traffic terms could cause big budget losses. In fact, it is often convenient to take advantage of the so-called long-tail keywords for content strategies in order to quickly obtain target traffic and visibility.
X-ray competitors
When a new customer of mine wants to ranks on the front page of Google for his keywords, one of the first things I do after studying the keywords is to analyze the online competitors.
Google thinks about market niches, strategies that work in the luxury market do not work for the consumer market, for example. To rank a tire product page is different from ranking an evening dress, you know.
The process I follow to identify the top competitors is:
- Find the most visible websites in the customer niche
- Study their content strategies
- Study their link building strategies
- Study the technical aspects of their websites
This makes it easy to understand:
- What are the customer’s growth opportunities
- How much investment will be needed to reach the top positions in SERP
- What are the strengths and weaknesses of each competitor
Doing so helps maximize your Search Marketing investment. In fact, waste in activities that have low or zero yield is reduced.
The visit to the doctor
The last step towards defining the medium to long-term SEO strategy is SEO audit. The SEO audit is an in-depth analysis of the website, both of the purely technical aspects and of the quality of the commercial content and the blog. Finding the critical issues and correcting, implementing new features, improving the speed of the site, improving the contents, are all activities that, if carried out well and constantly, will help the website obtain traffic from Google in Italy.
I can help you
I am an SEO consultant and I have been working with companies in Switzerland, Italy, UK, Denmark and Germany since 2010.
Do you have a website in Italian and it doesn’t get any visitors? Contact me now, for more information write an email to info@evemilano.com
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