If your company wants to reach foreign markets, adequate translations are essential but not enough. To properly do SEO, you also need to know which search engines are used in the countries you want to reach.
In Italy and many other countries, people prefer Google, but that’s not always the case. For example, there are different search engines in China, Russia, South Korea, and Japan.
In China, 90% of users use Baidu, so it is essential to be on this search engine with content in Chinese to target Chinese markets.
To join Baidu and manage SEO, you can use Baidu Webmaster Tools, a platform specifically designed to improve the Chinese version of websites ad improve their visibility.
Yandex (Яндекс) is the most popular search engine in Russia and other Russian-speaking areas. Having visibility on Yandex is very important if you intend to sell your products and services in Russia and neighbouring territories.
This search engine has some different rules and features than Google. However, SEO rules are not so different, and so Italians and Westerners can learn how to adapt their web content on Yandex. To help you with indexing, you can use, for example, Yandex.Webmaster.
When dealing with SEO for China and Russia, you should also consider that these countries block certain services that we commonly use. This is the case with YouTube, and therefore, it is better to upload the video content directly to your website when targeting these countries.
In South Korea, more than 70% of internet searches are made on Naver, while Google is hardly used. Therefore, if you want to reach the Korean market, you should have a Korean website, and it should be on Naver.
Naver is a very different search engine from Google, and therefore the SEO strategies we commonly use may be completely ineffective. For example, Naver shows results differently, i.e. it tends to prefer pages identified as blogs and community sites, and often by one of its services such as Naver Blog and Naver Café.
Japanese users mostly use Google and Yahoo! Japan. The two companies formed a partnership in 2010, making digital marketing completely different from the rest of the world. Japanese SEO centres on Google, but there are significant differences in SERPs.