Use a single ccTLD to reach several countries

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It is vitally important that your content is customized for each location, focused on the specific behavior of the audience in each country.

Even when speaking the same language, the content may be required to be different.

Differences may be particular terms to describe the same concept or to name products or services.

Despite the common language, preferences may change from one country to another.

For example, you can see how in the US version of the Adidas website, there is a category called “Soccer cleats”, which is called “Football Boots” in the English version, to adapt to the local terms used by users in each country, which in this case are different despite sharing the same language.

International SEO positioning - Content customization

It is therefore vitally important to conduct a keyword study for each of uk phone number list your target markets, even if they share the same language.

This study, which includes the process of selecting, supporting and validating terms, should ideally be conducted by a native speaker from that specific market who is able to identify and validate search behavior for the target audience.

You can then optimize your web content, structure, design and promotional actions based on the preferences found.

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Sites that start out by focusing on a single country, typically where their initial business is located, and use their specific ccTLDs (country code top-level domains such as .uk, .mx, .es, .fr or .de that are geolocalized to each country by default) may face a significant challenge when it comes time to expand internationally.