How to position a website abroad?

Build your website in accordance with foreign positioning

The first thing one should do is to understand the target market. Conduct your market research, analyze the competition and be keen on cultural sensitivity.

Use of proper domains

Next, pay close attention to how you use URLs. Use a domain that is specific to the country you are targeting. For instance, a co.ke domain increases your local SEO and credibility with Kenyan users when you set up for the Kenyan market. It indicates that your company serves Kenya exclusively or is a local business.

An alternative is to utilize generic names like.com, emphasizing Kenyan relevance through content or subfolders (e.g., example.com/kenya) if.co.ke is not available.

Make your URLs more local SEO-friendly

Add keywords that are relevant. For increased visibility, use Kenya-specific keywords in your URL, like:  example.co.ke/nakuru-barbers  or  example.com/kenyan-chapati-recipes.

Keep URLs brief and straightforward. Make sure your URLs are understandable and simple to recall.

Avoid Special Characters. When separating words, use hyphens rather than underscores or spaces.

Regional content subfolders

Establish subfolders for Kenyan audiences if you choose to utilize a worldwide domain (such as.com)

Subfolders preserve a single global domain while assisting search engines in locating information tailored to Kenya.

Here are the key statistics and insights on major international platforms and their penetration in Kenya in 2024 that are using this model.

Make Use of Multilingual URL Tags

As we continue with Kenya as an example of a country you have chosen to set up in, you will recognize that English and Swahili languages are widely used. To help search engines display the correct language version to consumers, utilize hreflang tags. For instance,

<link rel=“alternate” hreflang=“en-ke” href=“https://example.co.ke/en/” />

<link rel=“alternate” hreflang=“sw-ke” href=“https://example.co.ke/sw/” />

Offer bilingual content to cater to a larger audience. This should be done with accurate precision since the locals understand the language and they will be quick to notice if the published article is not well written.

An easy solution for this is to employ locals who can write in the language or write something that can be translated into the correct format.

Using Google Search Console for geotargeting

In Google Search Console, make Kenya your top target if you’re utilizing a generic domain. This makes it clearer to search engines that your website is meant for Kenyan users. A website that ranks highly on the search engine means that it is successfully launched in the country and is likely to do well and reach masses.

Add Pages That Are Specific to a Certain Location

To draw in local search traffic, create landing sites specifically for important Kenyan cities or regions:
example.co.ke/nairobi
example.co.ke/mombasa

You can also look at this example from our website: Copywriter Nairobi

Customize these pages by including local testimonials or information about the services that are offered in each area.

Monitor and Update URLs

Make sure your URLs are regularly audited to make sure they meet Kenyan market trends and needs.
Update URLs anytime site structure changes to prevent broken links.

Content Adaptation for Localization

As previously stated, when it comes to language, using localization tools or qualified translators to translate your website into the local tongue is key.

It is also important for change of units and formats. Modify date/time formats and units such as money and measuring systems.

Make use of pictures and patterns that complement regional values and aesthetics. This is based on the research you will have done at the beginning.

Category descriptions should emphasize regionally specific qualities or advantages while maintaining audience relevance.

What type of content works the best for foreign markets?

A thorough translation will be too costly due to the website’s extensiveness. Naturally, more material translates into better positioning, but in order to optimize the impact with the least amount of money, it is worthwhile to create a hierarchy of which texts to develop first.

To maximize sales, we advise breaking the work up into phases. They are:

1. home page/contact
2. offer/pricing
3. portfolio (not obligatory)
4. offer subpages/landing page
5. blog articles

In addition to this layout, the page starts displaying the most crucial information in the target language. Because both might be time-consuming and capital-intensive, either blog posts or offer subpages require a larger investment. It is worthwhile to develop those kinds of writings because they are distinguished by their wide form. Keep creating relevant articles on a regular basis to ensure that the website is constantly updated with news and information about the company.

How to do permanent foreign positioning?

By consistently adjusting your approach to local demands and worldwide trends, you may establish a long-lasting presence in a global market and achieve permanent foreign positioning for your website.

Make sure you maintain a strong local SEO. This entails updating your keywords frequently to reflect global search trends. For quicker load times and higher search engine rankings, use servers located in the target location.

You will also need to obtain high-quality backlinks, cultivate connections with local companies and build long term relationships with influencers who will mention your services for a fee.
Update your profile with current hours, promotions, and local reviews.

Make your content as localized as you can. Using Kenya as an example, make sure your content includes references to Kenyan cities, events, or cultural aspects.
Provide the greatest payment options. Incorporate regional payment options such as M-Pesa, which is popular for online purchases.
Finally, use case studies or testimonies from Kenyan customers or users.

Maintain a Strategy for Digital Marketing. Execute campaigns that take into account your audience’s cultural preferences. Publish infographics, videos, and blogs on a regular basis that are geared toward the target audience. Maintain an active presence on well-known regional platforms and modify your material to suit their current trends.

Lastly, comply with local regulations. This include data privacy, tax compliance and e-commerce laws. Keep abreast of data protection regulations, such as the Kenya Data Protection Act and the GDPR. To prevent fines, register for and abide by local tax laws and comply with the target region’s internet trade regulations and consumer rights.