International SEO in Action
The Dual Nature of International SEO
International SEO is more than translating content—it’s a strategic blend of understanding both international audiences and diverse client backgrounds. According to Natalia Witczyk, true international SEO involves:
- Audience-Focused Optimization: Tailoring strategies to connect with users from different cultures and languages.
- Global Client Management: Adapting to client needs and expectations that vary widely by country and region.
Bringing these skills together allows SEO professionals to create campaigns that resonate across borders.
Building a Global SEO Perspective
Natalia’s journey—from Poland to the UK, Spain, and now China—has given her a unique understanding of how cultural context shapes SEO. Her experience spans:
- UK: Learning precision, politeness, and the importance of fitting into structured work environments.
- Spain: Adopting teamwork and flexibility, focusing on collaboration rather than confrontation.
- China: Adapting to a digital landscape where both technology and user expectations differ dramatically from the West.
Each phase has enhanced her adaptability, which is critical for international SEO success.
SEO Beyond Google: Navigating Baidu and Local Search Engines
One key takeaway: Google is not the only search engine that matters globally. In China, for example, Baidu reigns supreme, and it requires a fundamentally different approach. Natalia, now part of Jademond Digital, points out important distinctions:
- Baidu: Offers limited transparency, rarely updates its documentation, and prioritizes its own products in search results.
- SEO Perceptions: Many Chinese brands equate SEO with “black hat” tactics, focusing heavily on link building and content quantity rather than quality.
- PPC Emphasis: Paid search is often necessary to achieve visibility, with SEO supporting PPC strategies.
For brands entering new markets, understanding local search engines and digital culture is essential.
Technical Challenges: Tools and Compliance in China
International SEO isn’t just about strategy—it’s about tools and technical hurdles. Natalia shares how agencies must work around the “Great Firewall”:
- Western SEO tools like SEMrush and Advanced Web Ranking provide some Baidu data and can usually be accessed in China.
- Local Chinese tools are often more cost-effective and provide deeper insights for Baidu-specific campaigns.
- Compliance with local internet regulations is mandatory; platforms not following Chinese laws are restricted or blocked.
Flexibility with technology and an understanding of compliance are crucial for success in China and other non-Western markets.
Adapting Strategies for International Success
Natalia’s advice for fellow SEO professionals:
- Stay curious and adaptable—be ready to shift your approach in each market.
- Educate clients about how SEO evolves, especially outside their home market.
- Build partnerships with globally-minded agencies like Mosquita Digital for cross-border expertise.
- Embrace cultural differences in communication and reporting.
Combining technical know-how with cross-cultural skills is the key to international SEO that actually delivers results.
