What if your target country is different from yours? Google Answers

In the “SEO Office Hours: August 2024 Edition” video, Victoria asked from France and wants to target the US market with her online store.

She asked if she needs to adjust her Search Console settings to target this new audience. And it was confirmed that the geotargeting setting has been removed from Search Console, so nothing to change there.

Let’s see what Google says!

1 What Google says to target a different country

In response to Victoria’s question about adjusting her Search Console settings to target the US market, she asked:

“Hello, I’m based in France, and I want to target the US market with my online shop. Should I change anything in my Search Console settings?

Google’s Matt replied:

• Geotargeting Settings: “The geotargeting setting no longer exists in Search Console, so there’s nothing that you can or need to change there.” This means you should focus on other methods to SEO rather than Search Console settings.
• Domain: “might want to consider a generic top-level domain like .com if you’re currently using a country-specific, top-level domain like .fr.” Using a .com domain will give you more recognition and credibility in the US market.
• Documentation for International Websites: “We have more information about how to work with international websites in our documentation.” This means you should check Google’s documentation to optimize your site for international.
• Merchant Center Resources: For online stores, he said: “I’d also recommend checking out the Merchant Center documentation.” This will give you specific information on how to manage your online store and reach customers in a new market.

These are the key steps for Victoria to target the US market while following SEO best practices.

2 Tips to target country different from your location

2.1 #1 Choose Top Level Domains (TLDs)

Choosing the right Top Level Domain (TLD) is a key step when entering a new market as it can affect your site’s visibility and credibility. A TLD like .com or .net is often more recognizable and trusted than a country-specific domain like .fr or .co.uk especially in foreign markets.

When choosing domains, here are some options and scenarios:

• Generic Top-Level Domain (.com): This is the most used TLD and universally recognized. For example, if your online shop sells eco-friendly products, a domain like EcoProducts.com will make more sense to the US market.
• Keyword-Rich Domains: Including relevant keywords in your domain will improve search engine visibility. For instance, if you offer organic skincare products, a domain like BestOrganicSkincare.com will directly tell the business focus and will attract more of the right audience.
• Alternative Generic Domains: Besides .com, you can also consider .net or .shop TLDs which can also work with specific audience. For example, a tech-related startup can use InnovativeTech.net, while an online retail store can use FashionFinds.shop.

Make sure your chosen domain matches your brand and target audience in the new market.

2.2 #2 Choose Server Location in Your target Country

Choosing a server location in your target country is a crucial point that can affect your website’s performance and user experience.

Checkout our guide, How Important is Server Location for Local SEO? (8 Proven Reasons)

Hosting your website on servers in the same country as your target audience will give you faster loading speeds, better SEO rankings and overall website performance.

This is important as slow loading websites can lead to higher bounce rates and lost potential customers.

Why Server Location Matters:

• Latency: When a user access your site, their request goes to the server that hosts your site and back. Hosting your server in the US for example, will make US-based users experience lower latency and faster loading times. A business like online apparel retailer FashionHub if hosted on US servers will deliver faster page loads to its American customers and improve their shopping experience.
• SEO Benefits: Search engines take server location into account when deciding which geographic region to target. A site hosted on US server is more likely to rank higher in local search results for US users. For example, an online bookstore, BooksOnMain.com that uses US servers will be favored in search results by American book buyers.
• Compliance and Regulations: Different countries have different data protection regulations. Hosting your website on a server located in the target country will make you compliant with local laws such as GDPR in Europe or CCPA in California. This is especially important for e-commerce businesses that handle customer’s personal data.

In summary, choosing a server location that matches your target market will not only improve your site’s performance but also support your overall marketing and compliance strategy.

By doing so, you’ll build trust and credibility with your new audience and set the stage for successful market entry.

2.3 #3 Markup Your Product Pages with Structured Data

Adding schema markups to your product pages is a must-do to increase the visibility and relevance of your online offerings in search results.

Checkout our guide, How To Mark Up Your Posts/Pages With Schema In WordPress (2 Easy Way)

Structured data uses a standardized format to provide search engines with specific information about your products so they can index and display your content better. Here are the benefits:

1. Better Search Appearance: Schema markup can make your products look better in search engine results by enabling rich snippets. This can include product pricing, availability and user ratings which will make your listings more attractive and informative. For example if you have a page for running shoes priced at $80 the markup can highlight this information directly in the search results.
2. Improved SEO Rankings: Search engines like Google love well structured data which can improve SEO rankings. By using schema types like Product, Offer and Review you’re telling search engines that your content is not only relevant but also high quality.
3. Clearer Customer Information: With structured data users can quickly get information about your products which can influence their buying decision. For example, embedding pricing and availability schemas can reduce ambiguity and increase conversion rate.

2.3.1 Implementation:

• Use Types for Products: The Product schema type is used to specify information about the product such as name, image, description, sku and brand.
• Use Offer Schema: Use the Offer schema to specify pricing information such as currency, price value and availability status.
• Review Schema for Credibility: Add the Review schema to show customer ratings and reviews to increase product credibility.

2.3.2 Example:

Here is a sample structured data snippet for a running shoe product:

{

"@type": "Product",

"name": "My Awesome Product",

"image": "https://example.com/images/pro.jpg",

"description": "The ultimate Product for Running",
"sku": "SRP1234",
"brand": {
"@type": "Brand",
"name": "ProductName"
},
"offers": {
"@type": "Offer",
"url": "https://example.com/product-pro",
"priceCurrency": "USD",
"price": "80.00",
"itemCondition": "https://schema.org/NewCondition",
"availability": "https://schema.org/InStock"
}

}

Check Google’s official documentation at Google Developers – Structured Data to ensure your structured data is best practices compliant and aligns with Google’s guidelines.

Following these guidelines will not only improve customer experience but also better indexing by search engines and increase traffic and conversions on your site.

2.4 #4 Follow Local Legal Guidelines for Cookie Consent

Following local legal guidelines for cookie consent is crucial to ensure your website is compliant with privacy regulations and builds trust with users.

Different regions have different rules on how websites should inform users about cookies and manage their preferences. Below are the guidelines from various regions along with examples on how to implement cookie consent on your website.

• European Union (GDPR & ePrivacy Directive): In the EU, the General Data Protection Regulation (GDPR) and the ePrivacy Directive requires explicit consent from users before placing cookies on their devices especially for those that track user behavior or collect personal data. A clear and user friendly consent banner should appear on your site on the first visit, explaining what cookies are used and giving users the option to accept or reject non-essential cookies.

Example: A typical consent banner might look like: “We use cookies to improve your experience. By clicking ‘Accept All’, you consent to our use of cookies. You can manage your preferences by clicking ‘Cookie Settings’. This should link to a detailed cookie policy that explains how cookies are used.

• California (CCPA): The California Consumer Privacy Act (CCPA) requires businesses to disclose the categories of personal information collected and the purposes for which it is used. Users should have the option to opt-out of the sale of their personal data which can also include data tracked through cookies.

Example: A footer link “Do Not Sell My Personal Information” allows users to manage their cookie preferences more transparently. This should link to the process of opting out.

• United Kingdom (UK GDPR): Similar to the EU GDPR, the UK requires informed consent for cookie use. Websites must clearly state what cookies are used and their purposes and have simple ways for users to give or withdraw consent.

Example: A banner stating “This website uses cookies to improve your experience. Click ‘Accept’ to consent to our cookies or ‘Decline’ to opt-out” should be paired with granulated options to allow users to customize their consent.

• Australia (Australian Privacy Principles): While not regulating cookies per se, Australia requires transparency on how personal data is handled. Websites should have clear privacy policies that explain what cookies are used and how user data is collected.

Example: Include a dedicated “Privacy Policy” page that talks about cookies and a banner that says “This site uses cookies for analytics and personalisation. Learn more in our Privacy Policy”.

2.5 Set-Up Checklist:

• Write a Cookie Policy: Explain what cookies are used, their purposes and how users can manage their consent.
• Use a Consent Management Platform (CMP): Consider using tools like OneTrust, Cookiebot or TrustArc that can automate cookie consent and ensure compliance with different regulations.
• Regular Updates: Stay updated on changes in laws in your target markets and review your cookie policies and consent mechanisms regularly to ensure ongoing compliance.

So there you have it!

In summary, following structured data and legal cookie consent guidelines will improve your website’s functionality and user experience and compliance.

Structured data helps search engines understand your products better and increase visibility and traffic. And respecting user privacy through transparent cookie management builds trust and is compliant with local laws.

And thrive.