SEO
SEO Tips For Expanding Into German-Speaking Markets
So, you’re ready to expand into the land of wheat beer, sausage, and potatoes?
I’ve got good news for you!
With a large and affluent consumer base, Germany is an attractive market for many businesses.
But there’s one little catch: you need localization.
What’s localization, you ask?
Well, it has a lot to do with adapting your messaging to meet local cultural standards.
And while that first and foremost includes the language, it also covers traditions, humor, market expectations, and more.
Regardless of whether you’re looking to expand into Germany or another country, you must understand your audience’s unique needs and how to reach them before you can successfully market your business to them.
So, before you go and start directly translating your English content strategy into German, you should know that adapting to German SEO is far more than just a translation job.
German consumers have different search habits, preferences, and intent than English speakers.
Simply translating your existing content strategy is only about 10% of a true German market expansion.
To succeed in German-speaking markets with SEO, you must create a German SEO strategy from scratch.
In this article, you’ll learn:
Why A German Market Expansion Is Worthwhile
Even though localization requires additional effort, Germany is one primary market that’s absolutely worth it to invest in. Here’s why:
- The German-speaking DACH region (Germany, Switzerland, and Austria) is a thriving consumer market. Thanks to each country’s large GDP per capita, they enjoy a high standard of living – which means consumers have more money to spend on new products.
- The DACH region has a 93% average internet penetration, which means there are 94 million internet users in the market. In a nutshell: comprehensive internet access + high standard of living = more money for your brand.
- In Germany, 91% of internet users rely on Google for their search needs. This makes SEO in particular a powerful tool for reaching German consumers.
Important note: When expanding your business into the German market, it is essential to work with native speakers to build your SEO strategy, because that’s your direct line for understanding local messaging requirements.
Developing your SEO strategy based on your target market’s needs helps you create quality content that resonates with your audience.
It may even give you a first-mover advantage, especially if your business is in a new and niche industry.
How To Craft A Winning German SEO Strategy In 6 Steps
Learning how to hang with the Germans at Oktoberfest may seem intimidating and challenging at first.
But with a few key steps, you can create a German SEO strategy that can immensely impact pipeline growth in this burgeoning market.
The 6 Steps For Building A Winning SEO Strategy In The German Market |
||
| Localize your business strategy | Prep your site structure | Find your German competitors |
| Do German keyword research | Localize your keyword map | Localize your content |
1. Localize Your Business Strategy
Let me give you a concrete example of a real business that was recently looking for help expanding in the DACH region.
Due to the U.S. and U.K. being their primary markets, international markets come second place in terms of investment but are still required to bring in high levels of new business.
After looking through their website for about 30 seconds, I noticed a major problem:
Although their website is translated to German (emphasis on the translated, not localized), their chatbot was only offered in English.
I tried typing in German in the chatbot. No reply.
It kept trying to force me to book a call with a person in the U.S.
I then wrote, “Does this person speak German?” in the German language, but again no reply.
Now imagine this scenario for the potential German customers of this business.
They’ve come to the website from Germany, read through the website in German, and now, do you think they feel comfortable booking a call with an English-speaking salesperson in the US?
I can most wholeheartedly tell you it’s a big “no.”
That’s why it’s not enough to just translate your existing content into German.
You also need German-speaking salespeople and customer service representatives who can interact with buyers in their language.
It’s crucial to localize your entire business strategy, otherwise, your target audience will continue choosing your competitors who do offer the buying experience they expect.
2. Prep Your Site Structure
Now that we’ve gotten the business stuff out of the way, let’s move on to SEO.
Before creating any content, you first need to check that your website is set up for multiple languages, which is most often done with the URL structure.
There are two options for this:
- Option 1: example.com/de (the subfolder approach).
- Option 2: de.example.com (the subdomain approach).
Whenever you have the option within your CMS (content management system) and technical infrastructure, always opt for the subfolder approach.
This helps transfer DA (domain authority) from your main .com domain to your German website, which means you’ll be able to rank for German keywords faster.
Once your site structure is set up, it’s also crucial to use href lang tags on your pages.
This way, you can assign a page to each market. By doing this, you’re more likely to appear in search results for German users looking for content in their language.
3. Find Your German Competitors
When it comes to competitors, localization is a major factor yet again.
While you may already know which websites you’re competing with in your native market, it’s important to understand that they will likely not be your organic search traffic competitors when you enter the German market.
Let’s say you’re a marketing automation software company that wants to expand into Germany.
SEOquake is a helpful plugin for comparing SERPs (search engine results page) in different languages and countries.
The main keyword you’d want to rank for in English markets might be “marketing automation tool.”
Here’s what SEOquake shows me as the English SERPs for the U.S.:
Now take a look at what I get when I search for [marketing automatisierung tool], the German equivalent for that English term, in Germany:
Screenshot from search for [marketing automatisierung tool], Google, June 2022This difference is precisely where your opportunity for German market expansion lies.
When you localize keywords and your content to compete against local SERPs, you position your SEO strategy to generate leads and sales with localized high purchase intent keywords.
Just rinse and repeat this strategy for your main keywords and you’ll start to see trends about who your top German search competitors are.
But make sure that you follow up with these readers by offering them a buying experience that’s entirely in German.
4. Do German Keyword Research
Once you have a list of your German competitors, it’s time to do keyword research.
Keywords are the heart of your expansion strategy because that’s where you connect content to the high purchase intent keywords I mentioned above.
To help you do your keyword research, try the following steps:
Step 1: Set your keyword research tool (here shown with Semrush) to the German market.
Screenshot from Semrush, June 2022Step 2: Using Semrush’s keyword magic tool, type in a German keyword.
I always recommend starting with a vague head keyword, because then you can view the whole related keyword cluster in a list.
Screenshot from Semrush, June 2022Step 3: Then select longtail, search intent match keywords here that have search volume and could potentially fit into your strategy based on the content you’d like to create.
Step 4: The best way to determine where and how certain keywords fit into your content is to check their SERPs by using SEOquake as I showed in the previous section.
One caveat: Semrush can be a bit limited for German SERPs data, so if you’re planning to heavily expand into Germany using SEO, it might be worthwhile to purchase an SEO tool with a more robust German database, such as Sistrix.
The key thing to remember during the keyword localization process is that you shouldn’t just translate keywords from your brand’s first language to German.
While just translating content easily leads to content that’s never even read, the process I described ensures that your content production resources focus on localized keywords that have the opportunity to rank and impact your leads and sales in Germany.
5. Localize Your Keyword Map
After the initial keyword research is done, it’s time to build your keyword map.
This means crafting German keyword clusters by search intent and ensuring that your German keyword map reflects your target audience’s needs across the sales funnel.
Here’s an example of how my team and I typically lay this out in Google Sheets:
Screenshot from author, June 2022
Doing this also allows you to determine which content from the original English-language website can be transcreated (translated and localized with specific keywords), and which new pages should be created in German.
Some pages in English won’t even need to be transcreated to German if your keyword research shows it’s not relevant to the German market – which is a primary reason why localization is much more laser-focused than pure translation.
6. Localize Your Content
The final step to developing your German SEO strategy is to localize your content.
For each content piece you plan to develop for your German audience, do the following:
Do your research.
Understand what Germans are searching for online, what kinds of content they engage with, and the messaging style they’re used to. One quick example is that German is often much more formal than U.S. and U.K. English.
Repurpose your top-performing existing content.
If you have existing English content that’s doing well, consider transcreating it into German if the topic is also relevant to the German market.
Make sure to optimize it for local German keywords that have search volume and match search intent to give it the best possible chance of generating leads and sales.
Write new German-specific content.
Creating new and original content is especially important if you’re targeting Germany as a foreign market because there will be elements in Germany that don’t exist in the U.S. and U.K. markets.
When you show the German audience that you understand them by investing in content that’s specifically relevant to them, that’s a significant trust builder that brings them much closer to purchase.
Track your progress.
Track your SEO strategy’s performance in the German-speaking markets using a tool like Semrush (shown in the image below).
Use the data to find your top content opportunities in this market and continuously update and improve your content plan.
Screenshot from Semrush, June 2022Efficiently Expand Into The German Market With SEO Using A Proven Process
Expanding your business into new markets can be a daunting task, but it’s also an incredibly rewarding one.
When you break through to new frontiers, you open up a world of opportunities for your business.
So, don’t be afraid to venture into German-speaking markets – with the right SEO strategy in place, you can see amazing success.
More resources:
Featured Image: Stanislaw Mikulski/Shutterstock
SEO
How Compression Can Be Used To Detect Low Quality Pages
The concept of Compressibility as a quality signal is not widely known, but SEOs should be aware of it. Search engines can use web page compressibility to identify duplicate pages, doorway pages with similar content, and pages with repetitive keywords, making it useful knowledge for SEO.
Although the following research paper demonstrates a successful use of on-page features for detecting spam, the deliberate lack of transparency by search engines makes it difficult to say with certainty if search engines are applying this or similar techniques.
What Is Compressibility?
In computing, compressibility refers to how much a file (data) can be reduced in size while retaining essential information, typically to maximize storage space or to allow more data to be transmitted over the Internet.
TL/DR Of Compression
Compression replaces repeated words and phrases with shorter references, reducing the file size by significant margins. Search engines typically compress indexed web pages to maximize storage space, reduce bandwidth, and improve retrieval speed, among other reasons.
This is a simplified explanation of how compression works:
- Identify Patterns:
A compression algorithm scans the text to find repeated words, patterns and phrases - Shorter Codes Take Up Less Space:
The codes and symbols use less storage space then the original words and phrases, which results in a smaller file size. - Shorter References Use Less Bits:
The “code” that essentially symbolizes the replaced words and phrases uses less data than the originals.
A bonus effect of using compression is that it can also be used to identify duplicate pages, doorway pages with similar content, and pages with repetitive keywords.
Research Paper About Detecting Spam
This research paper is significant because it was authored by distinguished computer scientists known for breakthroughs in AI, distributed computing, information retrieval, and other fields.
Marc Najork
One of the co-authors of the research paper is Marc Najork, a prominent research scientist who currently holds the title of Distinguished Research Scientist at Google DeepMind. He’s a co-author of the papers for TW-BERT, has contributed research for increasing the accuracy of using implicit user feedback like clicks, and worked on creating improved AI-based information retrieval (DSI++: Updating Transformer Memory with New Documents), among many other major breakthroughs in information retrieval.
Dennis Fetterly
Another of the co-authors is Dennis Fetterly, currently a software engineer at Google. He is listed as a co-inventor in a patent for a ranking algorithm that uses links, and is known for his research in distributed computing and information retrieval.
Those are just two of the distinguished researchers listed as co-authors of the 2006 Microsoft research paper about identifying spam through on-page content features. Among the several on-page content features the research paper analyzes is compressibility, which they discovered can be used as a classifier for indicating that a web page is spammy.
Detecting Spam Web Pages Through Content Analysis
Although the research paper was authored in 2006, its findings remain relevant to today.
Then, as now, people attempted to rank hundreds or thousands of location-based web pages that were essentially duplicate content aside from city, region, or state names. Then, as now, SEOs often created web pages for search engines by excessively repeating keywords within titles, meta descriptions, headings, internal anchor text, and within the content to improve rankings.
Section 4.6 of the research paper explains:
“Some search engines give higher weight to pages containing the query keywords several times. For example, for a given query term, a page that contains it ten times may be higher ranked than a page that contains it only once. To take advantage of such engines, some spam pages replicate their content several times in an attempt to rank higher.”
The research paper explains that search engines compress web pages and use the compressed version to reference the original web page. They note that excessive amounts of redundant words results in a higher level of compressibility. So they set about testing if there’s a correlation between a high level of compressibility and spam.
They write:
“Our approach in this section to locating redundant content within a page is to compress the page; to save space and disk time, search engines often compress web pages after indexing them, but before adding them to a page cache.
…We measure the redundancy of web pages by the compression ratio, the size of the uncompressed page divided by the size of the compressed page. We used GZIP …to compress pages, a fast and effective compression algorithm.”
High Compressibility Correlates To Spam
The results of the research showed that web pages with at least a compression ratio of 4.0 tended to be low quality web pages, spam. However, the highest rates of compressibility became less consistent because there were fewer data points, making it harder to interpret.
Figure 9: Prevalence of spam relative to compressibility of page.
The researchers concluded:
“70% of all sampled pages with a compression ratio of at least 4.0 were judged to be spam.”
But they also discovered that using the compression ratio by itself still resulted in false positives, where non-spam pages were incorrectly identified as spam:
“The compression ratio heuristic described in Section 4.6 fared best, correctly identifying 660 (27.9%) of the spam pages in our collection, while misidentifying 2, 068 (12.0%) of all judged pages.
Using all of the aforementioned features, the classification accuracy after the ten-fold cross validation process is encouraging:
95.4% of our judged pages were classified correctly, while 4.6% were classified incorrectly.
More specifically, for the spam class 1, 940 out of the 2, 364 pages, were classified correctly. For the non-spam class, 14, 440 out of the 14,804 pages were classified correctly. Consequently, 788 pages were classified incorrectly.”
The next section describes an interesting discovery about how to increase the accuracy of using on-page signals for identifying spam.
Insight Into Quality Rankings
The research paper examined multiple on-page signals, including compressibility. They discovered that each individual signal (classifier) was able to find some spam but that relying on any one signal on its own resulted in flagging non-spam pages for spam, which are commonly referred to as false positive.
The researchers made an important discovery that everyone interested in SEO should know, which is that using multiple classifiers increased the accuracy of detecting spam and decreased the likelihood of false positives. Just as important, the compressibility signal only identifies one kind of spam but not the full range of spam.
The takeaway is that compressibility is a good way to identify one kind of spam but there are other kinds of spam that aren’t caught with this one signal. Other kinds of spam were not caught with the compressibility signal.
This is the part that every SEO and publisher should be aware of:
“In the previous section, we presented a number of heuristics for assaying spam web pages. That is, we measured several characteristics of web pages, and found ranges of those characteristics which correlated with a page being spam. Nevertheless, when used individually, no technique uncovers most of the spam in our data set without flagging many non-spam pages as spam.
For example, considering the compression ratio heuristic described in Section 4.6, one of our most promising methods, the average probability of spam for ratios of 4.2 and higher is 72%. But only about 1.5% of all pages fall in this range. This number is far below the 13.8% of spam pages that we identified in our data set.”
So, even though compressibility was one of the better signals for identifying spam, it still was unable to uncover the full range of spam within the dataset the researchers used to test the signals.
Combining Multiple Signals
The above results indicated that individual signals of low quality are less accurate. So they tested using multiple signals. What they discovered was that combining multiple on-page signals for detecting spam resulted in a better accuracy rate with less pages misclassified as spam.
The researchers explained that they tested the use of multiple signals:
“One way of combining our heuristic methods is to view the spam detection problem as a classification problem. In this case, we want to create a classification model (or classifier) which, given a web page, will use the page’s features jointly in order to (correctly, we hope) classify it in one of two classes: spam and non-spam.”
These are their conclusions about using multiple signals:
“We have studied various aspects of content-based spam on the web using a real-world data set from the MSNSearch crawler. We have presented a number of heuristic methods for detecting content based spam. Some of our spam detection methods are more effective than others, however when used in isolation our methods may not identify all of the spam pages. For this reason, we combined our spam-detection methods to create a highly accurate C4.5 classifier. Our classifier can correctly identify 86.2% of all spam pages, while flagging very few legitimate pages as spam.”
Key Insight:
Misidentifying “very few legitimate pages as spam” was a significant breakthrough. The important insight that everyone involved with SEO should take away from this is that one signal by itself can result in false positives. Using multiple signals increases the accuracy.
What this means is that SEO tests of isolated ranking or quality signals will not yield reliable results that can be trusted for making strategy or business decisions.
Takeaways
We don’t know for certain if compressibility is used at the search engines but it’s an easy to use signal that combined with others could be used to catch simple kinds of spam like thousands of city name doorway pages with similar content. Yet even if the search engines don’t use this signal, it does show how easy it is to catch that kind of search engine manipulation and that it’s something search engines are well able to handle today.
Here are the key points of this article to keep in mind:
- Doorway pages with duplicate content is easy to catch because they compress at a higher ratio than normal web pages.
- Groups of web pages with a compression ratio above 4.0 were predominantly spam.
- Negative quality signals used by themselves to catch spam can lead to false positives.
- In this particular test, they discovered that on-page negative quality signals only catch specific types of spam.
- When used alone, the compressibility signal only catches redundancy-type spam, fails to detect other forms of spam, and leads to false positives.
- Combing quality signals improves spam detection accuracy and reduces false positives.
- Search engines today have a higher accuracy of spam detection with the use of AI like Spam Brain.
Read the research paper, which is linked from the Google Scholar page of Marc Najork:
Detecting spam web pages through content analysis
Featured Image by Shutterstock/pathdoc
SEO
New Google Trends SEO Documentation
Google Search Central published new documentation on Google Trends, explaining how to use it for search marketing. This guide serves as an easy to understand introduction for newcomers and a helpful refresher for experienced search marketers and publishers.
The new guide has six sections:
- About Google Trends
- Tutorial on monitoring trends
- How to do keyword research with the tool
- How to prioritize content with Trends data
- How to use Google Trends for competitor research
- How to use Google Trends for analyzing brand awareness and sentiment
The section about monitoring trends advises there are two kinds of rising trends, general and specific trends, which can be useful for developing content to publish on a site.
Using the Explore tool, you can leave the search box empty and view the current rising trends worldwide or use a drop down menu to focus on trends in a specific country. Users can further filter rising trends by time periods, categories and the type of search. The results show rising trends by topic and by keywords.
To search for specific trends users just need to enter the specific queries and then filter them by country, time, categories and type of search.
The section called Content Calendar describes how to use Google Trends to understand which content topics to prioritize.
Google explains:
“Google Trends can be helpful not only to get ideas on what to write, but also to prioritize when to publish it. To help you better prioritize which topics to focus on, try to find seasonal trends in the data. With that information, you can plan ahead to have high quality content available on your site a little before people are searching for it, so that when they do, your content is ready for them.”
Read the new Google Trends documentation:
Get started with Google Trends
Featured Image by Shutterstock/Luis Molinero
SEO
All the best things about Ahrefs Evolve 2024
Hey all, I’m Rebekah and I am your Chosen One to “do a blog post for Ahrefs Evolve 2024”.
What does that entail exactly? I don’t know. In fact, Sam Oh asked me yesterday what the title of this post would be. “Is it like…Ahrefs Evolve 2024: Recap of day 1 and day 2…?”
Even as I nodded, I couldn’t get over how absolutely boring that sounded. So I’m going to do THIS instead: a curation of all the best things YOU loved about Ahrefs’ first conference, lifted directly from X.
Let’s go!
OUR HUGE SCREEN
The largest presentation screen I’ve ever seen! #ahrefsevolve pic.twitter.com/oboiMFW1TN
— Patrick Stox (@patrickstox) October 24, 2024
This is the biggest presentation screen I ever seen in my life. It’s like iMax for SEO presentations. #ahrefsevolve pic.twitter.com/sAfZ1rtePx
— Suganthan Mohanadasan (@Suganthanmn) October 24, 2024
CONFERENCE VENUE ITSELF
It was recently named the best new skyscraper in the world, by the way.
The Ahrefs conference venue feels like being in inception. #AhrefsEvolve pic.twitter.com/18Yjai1Cej
— Suganthan Mohanadasan (@Suganthanmn) October 24, 2024
I’m in Singapore for @ahrefs Evolve this week. Keen to connect with people doing interesting work on the future of search / AI #ahrefsevolve pic.twitter.com/s00UkIbxpf
— Alex Denning (@AlexDenning) October 23, 2024
OUR AMAZING SPEAKER LINEUP – SUPER INFORMATIVE, USEFUL TALKS!
A super insightful explanation of how Google Search Ranking works #ahrefsevolve pic.twitter.com/Cd1VSET2Aj
— Amanda Walls (@amandajwalls) October 24, 2024
“would I even do this if Google didn’t exist?” – what a great question to assess if you actually have the right focus when creating content amazing presentation from @amandaecking at #AhrefsEvolve pic.twitter.com/a6OKbKxwiS
— Aleyda Solis ️ (@aleyda) October 24, 2024
Attending @CyrusShepard ‘s talk on WTF is Helpful Content in Google’s algorithm at #AhrefsEvolve
“Focus on people first content”
Super relevant for content creators who want to stay ahead of the ever evolving Google search curve! #SEOTalk #SEO pic.twitter.com/KRTL13SB0g
This is the first time I am listening to @aleyda and it is really amazing. Lot of insights and actionable information.
Thank you #aleyda for power packed presentation.#AhrefsEvolve @ahrefs #seo pic.twitter.com/Xe3A9MGfrr
— Jignesh Gohel (@jigneshgohel) October 25, 2024
— Parth Suba (@parthsuba77) October 24, 2024
@thinking_slows thoughts on AI content – “it’s very good if you want to be average”.
We can do a lot better and Ryan explains how. Love it @ahrefs #AhrefsEvolve pic.twitter.com/qFqWs6QBH5
— Andy Chadwick (@digitalquokka) October 24, 2024
A super insightful explanation of how Google Search Ranking works #ahrefsevolve pic.twitter.com/Cd1VSET2Aj
— Amanda Walls (@amandajwalls) October 24, 2024
This is the first time I am listening to @aleyda and it is really amazing. Lot of insights and actionable information.
Thank you #aleyda for power packed presentation.#AhrefsEvolve @ahrefs #seo pic.twitter.com/Xe3A9MGfrr
— Jignesh Gohel (@jigneshgohel) October 25, 2024
GREAT MUSIC
First time I’ve ever Shazam’d a track during SEO conference ambience…. and the track wasn’t even Shazamable! #AhrefsEvolve @ahrefs pic.twitter.com/ZDzJOZMILt
— Lily Ray (@lilyraynyc) October 24, 2024
AMAZING GOODIES
Ahrefs Evolveきました！@ahrefs @AhrefsJP #AhrefsEvolve pic.twitter.com/33EiejQPdX
— さくらぎ (@sakuragi_ksy) October 24, 2024
Aside from the very interesting topics, what makes this conference even cooler are the ton of awesome freebies
Kudos for making all of these happen for #AhrefsEvolve @ahrefs team pic.twitter.com/DGzk5FSTN8
— Krista Melgarejo (@kimelgarejo) October 24, 2024
Content Goblin and SEO alligator party stickers are definitely going on my laptop. @ahrefs #ahrefsevolve pic.twitter.com/QBsBuY5Yix
— Patrick Stox (@patrickstox) October 24, 2024
This is one of the best swag bags I’ve received at any conference!
Either @ahrefs actually cares or the other conference swag bags aren’t up to par w Ahrefs!#AhrefsEvolve pic.twitter.com/Yc9e6wZPHn— Moses Sanchez (@SanchezMoses) October 25, 2024
SELFIE BATTLE
Some background: Tim and Sam have a challenge going on to see who can take the most number of selfies with all of you. Last I heard, Sam was winning – but there is room for a comeback yet!
Got the rare selfie with both @timsoulo and @samsgoh #AhrefsEvolve
— Bernard Huang (@bernardjhuang) October 24, 2024
THAT BELL
Everybody’s just waiting for this one.
@timsoulo @ahrefs #AhrefsEvolve pic.twitter.com/6ypWaTGDDP
— Jinbo Liang (@JinboLiang) October 24, 2024
STICKER WALL
Viva la vida, viva Seo!
Awante Argentina loco!#AhrefsEvolve pic.twitter.com/sfhbI2kWSH
— Gaston Riera. (@GastonRiera) October 24, 2024
AND, OF COURSE…ALL OF YOU!
#AhrefsEvolve let’s goooooooooooo!!! pic.twitter.com/THtdvdtUyB
— Tim Soulo (@timsoulo) October 24, 2024
–
There’s a TON more content on LinkedIn – click here – but I have limited time to get this post up and can’t quite figure out how to embed LinkedIn posts so…let’s stop here for now. I’ll keep updating as we go along!
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