The 105th episode of The Marketing Book podcast was a conversation with Dr. Carmen Simon, author of “Impossible To Ignore: Creating Memorable Material to Influence Decisions.”
Your message can be forgotten by 90% of your audience. How can you expect your audience to take action on your message if only a tenth is remembered? How can you predict which tenth of your message they will remember? How can you keep their attention long enough to inspire the action they need?
Experts have provided many techniques to improve your memory, but they do not offer any tips on how to influence others’ memory or their decisions. Carmen Simon, Ph.D., draws on recent neuroscience and cognitive psychology research to show how to avoid a random recall and provide just the right content.
The website structure identifies that content is intended for a particular country. Not only will users in that country feel familiar and comfortable with the domain showing them geographically-relevant content, but search engines will automatically detect that content using this structure should be ranked and shown only in that country. This is the best way for country-specific content to receive the highest click-through rates. This approach is beneficial if your country’s business model, leading competitors, or product lines differ significantly. Establishing a unique, relevant web presence in these countries makes sense.
Do you recall how much work you put into setting up your primary domain to adhere to SEO best practices? This is the biggest drawback to using country-specific domains in your internationalization strategy. You will need to establish your SEO presence in every country. Your marketing team must invest much effort and time in creating localized content. Additionally, purchasing multiple domains for each country may prove costly. This method may be expensive initially, so ensure you are prepared to invest.
Subdirectories are a great alternative to country-specific domains if you need more time to invest the initial capital. You can leverage the strength and reach of your central part to build your presence in other countries. It’s usually easier and cheaper to create subdirectories. It’s easier to develop subdirectories than domains.
Considering this, you may wonder why you use subdirectories instead of separate domains.
Search engines prefer country-specific domains over more generic domains, such as captora.co.uk. Google UK would rank captora.co.uk above captora.com/uk if all other things were equal. To ensure that content in your country-specific subdirectory ranks well, you must use tools such as Google Search Console and Bing Webmaster Tools.