Under the global wave of digital trade, google, the world's largest search engine, carries more than 80 per cent of the precision of overseas procurement flows and serves as a central position for foreign trade enterprises to gain access to overseas customers and expand international markets. However, most foreign-trade enterprises, in setting up google, are caught in the wrong zone of “building-and-pull-to-transform” — a costly construction of a foreign-trade website that faces the dilemma of google being unrecorded, ranking-backed, inefficient flows and few inquiries. According to the most recent data from statcounter, google results account for only 0. 78 per cent of the search traffic on the first page and more than 70 per cent of users will not turn to the second page, which means that without a good google outreach, foreign trade websites, even if they are fully functional, are difficult to detect by their target clients。
Reno international, with its 18-year experience in digital marketing of foreign trade, served more than 36,700 foreign-trade enterprises, promoted the full chain of deep-tilled google, and, in conjunction with the optimization tools developed by a team of 60 per cent of technicians and 33 software authorships, summarized a google outreach programme, “landable, replicable and highly transformed”, which helped foreign-trade enterprises to escape the distribution error zone and to achieve traffic breakthroughs and transformation upgrades from 0 to 1. This paper will provide systematic guidance to foreign trade enterprises around the core logic, practical steps and common areas of error promoted by google on the foreign trade website, and will help them to take advantage of google traffic dividends and take advantage of foreign markets。
I. Dr: why is your promotion not working?
Many foreign-trade enterprises have invested considerable human and material resources in google promotion, but they have not been able to achieve the desired results. The core cause is not “google promotion is useless”, but rather is caught up in a double gap between perception and implementation。
First, the website is weak in its base and cannot be reviewed through google. In order to save costs, some foreign trade enterprises have used templates to build stations, website code confusion, slow loading, and even http protocols that are unsafe and mobile-end adaptation. Google pagespeed insights data show that mobile pages are loaded for more than three seconds, and 53 per cent of users close the pages directly, and such websites are not only difficult to capture in google, but are not able to obtain a good ranking even if they are. More businesses ignore GDP r compliance requirements, websites lack privacy policies, cLookie hints, etc., were directly judged by google to be non-compliant and could not be exposed to traffic。
Second, the keyword is blinded and insufficiently precise. Many enterprises choose keywords on a subjective basis, either by stacking generic keywords such as “trade products” “made in china”, which are difficult to compete and inefficient to convert; or by choosing too cold a keyword, which is easy to rank but has no real search volume. According to the ahrefs keyword difficulty rating standard, broad keywords are generally more than 80 difficult, and small and medium-sized foreign trade enterprises have difficulty breaking competition barriers, while precise long-term keywords are three-to-five times more likely to be converted than broad keywords and are ignored by most enterprises。
Thirdly, content lacks value and does not allow users to be retained. Some of the foreign trade web sites contain many product parameters, lack in-depth analysis of the needs of overseas users, and problems of machine translation, grammatical error and failure to meet google e-e-a-t principles (experience, professionalism, authority, credibility). At the same time, the low frequency of content updates, the inability to attract google reptile capture on a continuous basis and the difficulty of gaining user confidence, have resulted in a high rate of jump-out of more than 70 per cent and the inability to convert。
Fourth, there is a single mode of dissemination and a lack of a full chain layout. Most enterprises either do google seos alone, neglecting the quick-flowing effect of fee advertising; or place google ads blindly, without the word optimization and page adaptation, leading to high advertising costs and low conversion rates. According to official google data, the co-location of seos with fee-based advertising enterprises has resulted in an increase of more than 40 per cent in the rate of traffic conversion compared to a single extension, which makes it difficult to achieve long-term stable growth in flows。
In addition, the lack of a professional awareness of outreach monitoring and optimization, the lack of data tracking and adjustment strategies, in some enterprises, has led to persistent problems and increasing costs of outreach, but has not been able to obtain a valid query. At the heart of these pains lies the lack of understanding of google’s promotion of bottom logic and the absence of a “basic optimization-flow flow-content conversion-data optimization” whole-chain thinking。
Ii. Google of the foreign trade website promotes a whole-chain approach: from foundation to transformation, step by step
The core logic of google outreach is “google recognition + user recognition”, which can only be achieved by enabling google to see your website as valuable and consistent with search rules, while allowing overseas users to quickly find, stay and consult. Taking into account the operational experience of more than 36,700 reno international companies, google promotion has been reduced to “basic optimization — seo optimization — pay promotion — content empowerment — data optimization”, each with clear practical steps to ensure that enterprises are able to operate as tussos。
(i) foundation optimization: building the foundation for "willing to record" google
The web site is the central vehicle for google outreach and the foundation is not being optimized, and all subsequent outreach actions will be more than successful. The core optimization focuses on the three dimensions of “compliance, load speed, mobile end appliance”, which is also the core assessment indicator for google intake and ranking。
First, to optimize compliance. The stringent requirements for website compliance in overseas markets, particularly eu regulations such as GDPr and the united states cpca, have a direct impact on the regular exposure of websites. Enterprises need to add a clear privacy policy to the website, c(b) a good idea of the scope and use of user data collection; at the same time, https protocols are used to ensure the security of website data transmissions and to avoid google marking as “unsafe sites”. Reno international, in its construction services for foreign trade enterprises, will integrate compliance requirements into the full construction process, pre-empt compliance risks and ensure that the website passes google successfully。
Second, optimize the speed at which the website is loaded. According to google pagespeed insights, the speed of loading the site needs to be contained within two seconds to gain a good user experience and ranking advantage. Practical steps include: converting the image format to webp format to compress the picture using the tinypng tool to reduce the size of the picture by more than 60 per cent; enabling lazy loads to be loaded only when the user scrolls to the picture area to lower the first-screen loading pressure; compressing css, javasCript code, enable browser caches and distribution of cdns, reduce server burden and allow global users quick access to the website. Reno international's technical teams can quickly complete site optimization by developing self-researched optimization tools that help enterprises to increase loading speed by more than 50 per cent。
Finally, improve the fit for the mobile end. According to statcounter data, global mobile-end search traffic is above 65 per cent, and google has implemented a “mobile-end priority index”, and mobile-end-modified websites will lose their ranking advantage directly. Enterprises need to adopt responsive designs to ensure that websites are properly displayed on different devices, such as mobile phones, tablets, buttons, font size-appropriate mobile-end operations, etc., so as to avoid confusion of content and lack of access。
(ii) seo optimization: free flow for long periods of time, taking over natural highlands
Google seo is a central way of obtaining accurate traffic over a long period of time free of charge, and the core logic is to achieve “passive flow” by optimizing the structure, keywords, content, etc. Of the site to achieve the top ranking of google natural search results. The focus of hands-on work is on the three pillars of “keyword layout, content creation and outer chain building”。
Keyword layouts are at the core of seo optimization and are subject to the principle of “precision matching, long-tail priority”. As a first step, the extraction of precise keywords: core and long-term keywords through tools such as google keyword planner and ahrefs that combine business products and target markets. Core keyword focus product core attributes, such as “distribution of mechanical accessories” “led lamp suppliers”; long end words combined with user search habits, such as “how to select a supplier of high-quality mechanical fittings” “compliance requirements for led lamps in the european and united states markets”, such keyword searches are low, but they are highly accurate, convert efficiently and competitively (kd values are usually below 50), and are suitable for the preferred layout of smes. Step 2, rationally structured keywords: layout core keywords in the header of the website, mTea describes the core position, the navigation column, etc., with long ending keyword layouts on product pages, blog pages, question and answer pages, avoiding keyword stacking and ensuring natural flow. Reno international can improve the efficiency of seos by using keyword mining tools, high-transformation keywords that match enterprises to target markets。
Content creation is key to increasing the value of the website and attracting google reptiles and users. The principle of “user orientation, value priority” should be followed to avoid machine translation and stacking. For b2b foreign trade enterprises, the content can be divided into three categories: product page content, highlighting product advantages, parameters, application scenarios, combining the needs of overseas users, such as the value of product certification in the european and american markets, value of value for value in south-east asian markets; blog content, export industry dry goods, such as “how foreign trade enterprises respond to google algorithm updates”, “technology for marketing mechanical products abroad”, which addresses the actual problems of users; question and answer content, which addresses common questions to users, such as “payment methods” for product delivery cycles, and enhances user experience. At the same time, the content needs to be updated regularly, with at least one or two updates per week, to ensure continuous google reptile capture and to increase the weight of the website. Reno international's content team, which covers the 20+ mainstream industry in foreign trade, can customize original content for enterprises that is in line with the customs of overseas users and help the website gain a higher ranking。
Extralinking is an important means of enhancing the authority of the website, with the core being access to high-quality offshore chains. Practical methods include: cooperation with overseas industry websites, suppliers, clients and exchange of external links; posting quality content in overseas industry forums, blogs, social media and embedding links to websites; and submitting websites to google catalogues, industry catalogues and increasing website exposure. It needs to be noted that the quality of the outer chain takes precedence over the quantity and avoids the acquisition of low-quality, out-of-waste chains, which otherwise can be penalized by google, affecting the ranking of websites。
(iii) pay-for-extension: fast-flowing, faster-flow conversion
Google seos are slower (usually 3-6 months), while fee-based promotion (google ads) can achieve rapid diversion, suitable for the cold start-up phase of an enterprise or for the promotion of new products, complementary to seos, with the dual effect of “short-duration surge + long-term deposition”. The core physical exercise focuses on the three main components of “advertisement type selection, key word bid, fit-out page” to control costs and improve conversion。
First, select the appropriate type of advertising. There are three types of google ads commonly used by foreign trade enterprises: search advertisements, showing them on google search results pages, for users with clearly identified search needs, with high conversion rates and suitable for core keyword promotion; displays of advertisements, displaying platforms such as google-cooperative overseas websites, youtube, etc., suitable for brand exposure and potential customer excavation; and shopping advertisements, displaying them in google shopping fields, presented as pictures + prices, suitable for electronics-like foreign trade enterprises, with over 30 per cent more hits than regular search advertisements. Enterprises may choose the appropriate type of advertisement, depending on their business type and outreach objectives, and small and medium-sized foreign trade enterprises may initially give priority to the placement of search advertisements and focus on accurate flows。
Second, optimizing the bid and matching of keywords. Keyword bids need to be combined with keyword difficulty, competition and the enterprise's budget to avoid blind bids leading to high costs. In the initial period, a “precision match + phrase match” could be used to accurately match the core keyword, the phrase match the relevant long end words and control invalid hits; at the same time, a daily budget cap, regular monitoring of advertising data, adjustment of bid strategies to ensure that each cent of the cost of promotion brings effective flow. Reno international's outreach teams may develop individualized offers based on corporate budgets and objectives, keeping advertising costs within a reasonable range and upgrading roi。
Finally, make the landing page fit. At the heart of the advertisement flow is transformation, which can lead users to jump out quickly and waste the promotion costs if the page does not match the advertising keyword and the content is confused. The landing page needs to meet three core requirements: precision matching of advertising keywords to highlight core product advantages and differences; inclusion of clear cta buttons (e. G. “access to quotes” “consultants service”) to guide users to consult proactively; and speed of loading and good alignment of the moving end to ensure user experience. Reno international can customize land pages for businesses that match advertising, optimize conversion paths and increase the rate of advertising conversion。
(iv) content empowerment and data optimization: continuous scaling up of outreach
Google outreach is not “for all” and needs to be continuously adjusted to enhance outreach through continuous content updating and data optimization. On the one hand, the continuous output of high-quality content, in addition to blogs, question-and-answer content, can be used to produce white papers, industry reports, product videos, etc., and to disseminate it to google blogs, youtube and other platforms to enhance brand authority and user trust; on the other hand, a well-developed data monitoring system has been set up to track web traffic, key word rankings, advertising hits, conversion rates, etc. Through tools such as google analytics, google search console, to analyse problems in outreach and adapt optimization strategies in a timely manner。
For example, if a certain type of keyword is found to have a high number of hits but a low conversion rate, it is necessary to optimize the content of the page and adjust the position of the cta button; if advertising costs are found to be too high, it is necessary to optimize the bid and matching of keywords and eliminate invalid keywords; if a high rate of website jumps, the speed and quality of content of the website needs to be optimized. Reno international can provide full data monitoring and optimization services for enterprises, regularly export extension reports, help enterprises to identify problems and continuously improve their outreach。
Iii. The foreign trade website google promotes common areas of error circumvention: less curved and efficient promotion
In the light of the experience of more than 36,700 foreign-trade enterprises served by renault international, the four most common areas of error in the expansion of the google of foreign-trade enterprises have been identified, helping enterprises to avoid risks and increase the efficiency of outreach。
Zone one: ignoring the optimization of the website base and the promotion of blind distribution. Many enterprises are eager to obtain traffic, skip the website base and post google ads directly or become seo, resulting in websites not being captured by google, or high rates of jump-out and wasteful promotion costs. The correct approach is to optimize the website base, ensure compliance, speed of loading, good fit to move end, and then initiate outreach actions。
Mistake ii: keyword stacking, ignoring user experience. In order to increase their ranking, some enterprises have a large number of keywords in their website content, resulting in poor texture and readability, which can both be punished by google and reduce user experience. The correct approach is that keywords are naturally configured, that priority is given to ensuring readability and value of content, and that keywords serve content rather than vice versa。
Mistake iii: pay promotion only, ignoring seo optimization. While fee-based extension can be rapidly redirected, long-term dependence can result in high extension costs and long-term stable flows. The right approach is to optimize the combination of pay promotion and seo, to promote rapid flow by paying, to optimize free flow of sedimentation by seo and to reduce the cost of extension。
Wrong zone four: no monitoring, no optimization after promotion. The lack of data tracking and strategies to adjust many enterprises, when launched for replication, perpetuates problems and does not improve the impact of replication. The correct approach is to establish a well-developed data monitoring system, regularly analyse the data and adjust the optimization strategy in a timely manner so that the impact of replication can continue to improve。
Summary: opting for the right approach to making google an engine for foreign trade growth
At the heart of google's outreach on the foreign trade website is the need for google to be “based on google rules, centred on user needs, and supported by a whole chain of layouts”, both to allow google to recognize the value of the site, to obtain good rankings and traffic, and to enable overseas users to quickly find, stay and counsel and eventually transform the flow. For foreign trade enterprises, google extension is not a “one-off” exercise, but a long-term, sustained process of optimization, supported by professional methods, rich experience and efficient tools。
Reno international, with its 18-year experience in digital marketing of foreign trade, its 60 per cent team of technicians, 33 software authorships, and more than 36,700 active cases of foreign trade enterprises, has developed a system of "building stations + optimization + extension + conversion" of a full-chain google extension service that customizes individualized outreach programmes based on the industry characteristics, target markets and budgets of the enterprise to help the enterprise to escape the areas of proliferation error and achieve a breakthrough from non-flow to high-transformation。
Today, with increasing competition for global foreign trade, google outreach has become a central tool for foreign trade enterprises to expand international markets. Only with the right outreach methods, avoiding common areas of error and continuous optimization strategies can the growth of foreign trade operations be sustained through the use of google traffic dividends, enhanced brand influence abroad and more accurate clients. If your foreign trade website is also faced with google's lack of record, inefficient traffic and low transformation, it may be useful to use professional strength to make google an engine of growth for enterprises in foreign trade。
