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4 Questions To Ask Yourself If your Content Doesn’t Convert Globally

15 phút
Written by
25 Oct 2022

International digital marketers know that there are many different cultures in the world, and each culture has its own definition of success and what content works for them. Cultures are different, and it makes sense for you to develop content for each of them. One article written for the US audience or one video produced for the UK audience won’t automatically convert globally. This blog will look at 4 questions you need to ask before you jump ship and assume that your content will convert globally.

The importance of website content

We are all aware of the importance of website content.

A Forbes article from 2021 recommends that marketers designate 25% to 30% of their budgets to content marketing, showing that this is a significant part of the budget for many businesses. You can also gauge the degree of interest in content creation and content marketing by the number of articles, ads, and posts related to the content creation and marketing services you see online. Currently, this seems to be a trendy topic.

Some companies are planning to reduce their budget for 2023 due to lower performance. However, we want to explore why this might be the case and if it is valid for all countries or just some.

It could be that the content is not as high-quality as it could be, or that it is not reaching the right audience. It could also be that there are other factors at play, such as the current political climate in a country or region.

Content quality and reaching the right audience are both important factors in ensuring that content performs well. If a company is not seeing the results they want, it is important to examine both of these factors to see where improvements can be made.

So, keep on reading to know which 4 questions you should ask yourself before assuming that your content will convert globally.

What is Quality Content?

It’s no secret that all website owners believe they have good content on their site-but when you’re spending a chunk of your marketing budget on it, it had better be great. 

In a recent Google Search Central article, Google staff wrote:

It is Google’s mission to organize the world’s information, we want to guide Google users to the highest quality content, the principle exemplified in our quality rater guidelines.

Professional publishers provide the lion’s share of quality content that benefits users, and we want to encourage their success. “

When it comes to creating quality content, SEO professionals tend to think of “E-A-T” and focus mainly on that. However, Google’s John Mueller has shared a definition of content quality that not only includes E-A-T but goes even beyond that single concept.

Content Convert Globally (Source: Twitter)

Keep in mind that the more popular a content topic is, the more likely it is that there is already a lot of content out there about it. So if you’re thinking you have a piece of quality content that’s been written by an industry professional but it’s not performing as well as you’d hoped, it might be time to take another look at your content creation approach and strategy.

Why Does No One Find My Content?

Good content is vital for ranking well in search engine results pages (SERPs), but if your content isn’t bringing in any organic traffic, it may not be visible in the SERPs at all. The reason for this could be that your content doesn’t target specific, relevant keywords that users are actually searching for. 

Another possibility is that your content is too generic and doesn’t offer anything new or unique that would make users want to click on it.

It’s not just about having a lot of content on your page – if your page isn’t offering the specific type of information that people are searching for, it’s not going to rank high in search results. If you want your page to be visible, make sure your content is relevant to what people are actually looking for!

When you’re planning your content, it’s important to take a look at what appears in the search results for your chosen topic. This will give you a good idea of whether or not your content will be a good fit.

For example: when we searched for “wooden spoon,” the search results were filled with shopping sites and images. When I searched for “tiling,” we found the definition of tiling, how-to guides, and videos in the search results.

The search results for “ceramic material” search results included pages with definitions and general “what is” type content.

Moreover, your article may be brilliant, but if it’s not relevant to what the searcher is looking for, you’ll never be found. Make sure your content has the right elements and fits the context of the searcher to ensure you’ll be seen.

Search Results Vary

Keep in mind that SERP results vary from country to country. Reviewing the SERPs for various queries in your target market is key to understanding why your content might be performing well in one market but not so much in another.

For example: say you have a website that sells Dewalt tools. You notice that when you do a search for a specific model of the Dewalt tool, multiple listings from the brand appear in the search results in Australia. This may drive traffic and sales to your website.

4 Questions To Ask Yourself If your Content Doesn’t Convert Globally
If your Content Doesn’t Convert Globally (Source: Internet)

The same search query in the United Kingdom yields different results than in the United States. After the ad block, there is a set of videos reviewing the tool, followed by the “People Also Ask” section. The brand page for this product is much further down the page.

If reports show that the brand’s content is underperforming in the U.K., the brand may want to invest in creating videos and ensuring that its content answers the questions people are asking about its products.

Good content alone won’t necessarily rank well on search engines; there are other factors that search engines take into account, such as the overall health of the site, page speed and user experience, and other types of content, like images and videos. So, improving these factors can help improve content performance overall.

Who Is Your Audience?

When creating content for your website, it’s important to keep your target audience in mind. If your content doesn’t resonate with your audience, it’s not going to convert, even if it ranks at the top of the search results.

We often see website owners wanting to go after high search volume keywords or add content because their competitors have it on their websites. Unless you want traffic from anyone and everyone, this might not be the right approach for your content creation.

So, if you need your content to be successful, it needs to be relevant to both your business and your target audience. Keep this in mind when creating content, and make sure that whatever you’re putting out there is something that will actually resonate with the people you’re trying to reach.

Be Mindful of Different Markets

If you notice that your site’s content isn’t performing as well in one country compared to others, it could be because local audiences have different interests. To cater to these interests, edit the local page or add more information to the main content. This way, you’ll be able to connect with a local audience. 

Remember that each market is different, so some consumers might need more information before they’re ready to purchase.

What Is The Content’s Goal (Conversion)?

Your business goals should always be at the forefront of your mind when creating content—after all, 25-30% of your marketing budget is allocated to it, so it needs to be effective! 

Besides, content that doesn’t perform as well as you’d hoped can often be improved by determining whether or not it was designed with conversions in mind from the get-go. Depending on the businesses and websites in question, the various conversion metrics will change. 

Keep this in mind when setting goals for your content and don’t forget to regularly check in to see if those goals are being met.

Moreover, the goal of a sales-driven e-commerce website is typically to increase overall revenue, while the purpose of a non-profit organization’s website is typically to increase overall awareness, leading to increased memberships or donations.

Global Mindset, Global Goals

Depending on the business goals of your company, you may have different targets for different countries. In this case, you must take into account multiple conversion points and content flows to create successful content for each market.

Summing Up

As we move into 2023, it’s more important than ever to evaluate your content through a global lens. With budgets getting tighter, you need to make sure that your content is not only engaging for readers but also connects with Google.

It’s critical to success to eliminate ambiguity and present context within your content, as the floor scraper example demonstrates.

If you’re only publishing text written by experts, you might be missing out on major opportunities that require videos, photos, or something as straightforward as answering the audience’s questions.

Above is useful information about Content Convert Globally that EverRanks SEO company has compiled. So, if you need any help with your content or marketing, please don’t hesitate to contact us anytime at EverRanks. Thank you for reading!

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