Adapting content with local examples

[zihadhasan010]

In addition to producing content specific to topics and keywords of local interest, we try to connect with the semantic references of our audiences even in articles that are aimed at a broader audience.

For example, in our content on Branding we include success stories of Hispanic brands, such as Bancolombia.


If we had only selected examples of American brands or non-Spanish speaking countries in Europe, the algorithm would have had fewer incentives to identify that our content is relevant to the Colombian public.

On the contrary, it is a factor that increases our chances of positioning our content in the markets we want. We take this point into account, both in the articles we produce from scratch and in those we translate from our blog into Portuguese.

That's also why we call it "content adaptation" and not translation. In the end, you would feel much more identified with a material that presents references close to your universe of experiences than with one that is based on references distant from yours, right?

Researching the particularities of SERPs
In international SEO, one always has to be aware of the differences in user intent in each country. This is a crucial analysis to define how an article will be structured.

For example, I'll tell you what happened to me when I was about to define the skeleton of our article on "Personal Marketing."

Using keyword tools, I discovered that this term had 590 monthly searches on average in Mexico, and the SERP indicated a user interest in learning more about the concept of Personal Marketing and its strategies. So far, so good.


But when I searched for the same term in the malaysia mobile database SEMRush report, it told me that it had 110 thousand searches every month in Colombia. At this point I said, “great, I’m going to target the Google page in Colombia to get all this massive traffic!”

And then I came across a surprising reality. It turns out that in Colombia there is a company (probably very well-known) called Marketing Personal and it has several branches in the country!


I realized at that moment that it would not be a good idea to write the article based on the behavior of the Colombian user, because I was never going to beat the company on this results page.

And so I decided to prioritize the Mexican SERP for this article, which currently ranks in 5th place.