In a post on the r/TechSEO subreddit, Google search attorney John Mueller responded to a Reddit user asking how to increase localized traffic to a European Union (EU) domain hosted in the United States ( USA).
The user’s client, who owns a .com and .eu subdomain, hopes to increase traffic to the latter. However, the user is concerned that the site’s server location may reduce the domain’s visibility in international search results.
Here are the five things Mueller suggested the user should focus on or safely ignore in order to increase localized traffic from the EU.
1. Use Hreflang tags
Mueller’s first recommendation is the use of hreflang tags. These tags are critical in directing users from various European countries to the EU subdomain, making the site more accessible and relevant to European audiences.
This approach is crucial for a site targeting multiple regions with potentially overlapping or similar content. He points out that hreflang should connect major European countries to the EU domain, and all other visitors would default to .com.
2. Server location is not a factor
Second, Mueller downplays the importance of server location.
Contrary to the common belief that server proximity to the target audience improves performance, it suggests that server location is less critical, thus offering more flexibility in server hosting decisions.
3. Canonical tags can prevent duplicate content
The third point addresses the issue of content duplication, especially when using the same language in multiple domains.
Mueller advises using canonical tags carefully in these scenarios to prevent Google from interpreting the content as duplicate. Alternatively, slight variations in content between these domains can help distinguish them.
4. Support local currency with Google shopping channels
Fourth, Mueller recommends leveraging Google Shopping feeds.
This approach involves optimizing product listings for visibility in Google Shopping search results, an effective tool for reaching a wider European audience and improving e-commerce performance.
5. Focus on the homepage and top-level pages
Finally, Mueller suggests that the best results can be achieved by focusing on the homepage and other high-level pages.
This strategy implies that a comprehensive review of the entire site may not be necessary; instead, prioritizing key pages can lead to substantial traffic improvements with efficient resource allocation.
conclusion
this perspicacity it is crucial for marketers and SEO professionals who want to expand their reach in the EU market.
By implementing Mueller’s strategies, businesses can improve their website’s visibility and relevance in European search results, thereby generating targeted traffic and potentially increasing conversions.
These tactics align with the latest SEO best practices and provide practical solutions for multinational digital marketing.
Featured Image: WDnet Creation/Shutterstock
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