Italy is an unique digital landscape where user behavior, language, culture and local search trends significantly influence online visibility. If you want to capture the Italian market and strengthen your online presence, then you will have to give importance to Italian SEO. This will enable your company to connect with the Italian customers and outperform other competitors. In this article, we will learn about some of the effective Italian SEO strategies for getting access to the Italian market. Let us begin.
Target localized Italian keywords
Italy is a country with diverse language environment, such as regional dialects, colloquial words and different ways of expressing the same intent. Users generally search with informal or conversational queries. You should conduct keyword research for the Italian market in order to find the keywords which are commonly used by Italians for searching something on the internet. You can use various tools like Google keyword planner and Semrush.
It is recommended that you include long-tail keywords which reflect the local language style. For example, instead of translating the keyword ‘inexpensive hotel’ directly, you should use ‘hotel economici a Roma’. You can also optimize for voice search trends because many queries sound like natural conversation. Understanding regional variations is also important. Sandwich is referred to as panino in the Northern parts of Italy whereas it is referred to as sandwich in the big cities due to the influence of tourism. Local keywords will increase click-through rates within Italian search results.
Create culturally relevant content
Every people on this Earth prefer content written in their mother tongue and Italians are no different. They usually have preference for content which reflects their lifestyle nuances, has a trustworthy tone and gives a clear emotional value. You should use Italian storytelling techniques. Give emphasis to their passion, tradition and lifestyle. Publish either seasonal or event driven content. Give importance to heritage and utilize the emotions associated with it. Remember, ‘Made in Italy’ is a strong selling point.
Try to avoid literal translation and choose transcreation. This is because literal translation may lack the essence and may become a duplicate version of the original text. By transcreating, you will create marketing content that resonates with the Italian audience and will give the same impact as the original content. You can also incorporate local case studies or testimonials for building authenticity.
Get authoritative backlinks from reputed Italian sources
Another effective Italian SEO strategy is to get authoritative backlinks from reputed Italian websites. This will improve the visibility of your company website in the Italian search engines, thus enabling you to earn the trust of Italian consumers. It is important that you give emphasis to quality over quantity. Two backlinks from a well-known Italian website is more valuable compared to 100 backlinks from irrelevant sources.
Succeeding in the Italian market requires more than simply translating a keyword or running generic search campaigns. It takes a thoughtful SEO strategy that respects Italy’s rich culture, regional differences and unique digital behavior. By focusing on above mentioned strategies, you can increase your visibility in the Italian search engines.
