Marketing United Kingdom Sites to a U.S. Audience

What is the most effective method of marketing a U.K. company to a U.S. audience? The answer to this depends largely on the product or service that one is marketing. Nevertheless there are a few basic ideas to keep in mind when advertising on the internet. Many of these same considerations can also be applied to international search engine marketing between other country pairs.

There are large differences in the way search engines, such as Google, position websites within their results pages based upon the user’s location. As an example, search for the phrase “seo services” without the quotations on google.com then search for the same phrase on google.co.uk and notice the vast difference in the results displayed. Take a look at the two screen shots further below to view images from when I conducted the search. Now the important question is why does this happen?

There are both SEO principles to remember and general marketing considerations such as proper linguistics. A fairly obvious factor is a websites’ domain extension. U.K. companies should obtain a .com extension, whereas United States businesses should acquire a .co.uk extension.

u.k. seo

Of course it is not as simple as purchasing a new domain extension. On on-page consideration to keep in mind is that of duplicate content. While it is understandable that a company will want to relay the same basic message to both countries, it should not use the exact same copy. A company should rewrite copy to avoid any duplicate content penalties.

u.k. sem

Off-page factors to keep in mind are largely related to link building. When conducting a links building campaign that markets to the U.S., a United Kingdom company should obtain links from websites headquartered in the United States. Properly, conducting a links campaign in this manner can even avoid the need to obtain a new domain extension.

Linguistic issues are also important to remember. A perfect example is search engine optimisation, which is the correct spelling in the United Kingdom, and search engine optimization, which is the correct spelling in the United States. While there is only a one letter difference, this spelling differential can impact how visitors view a website and how the search engines rank a website. Few United States businesses or people want to conduct business with a company that is unable to use the countries’ linguistics. To me it shows that a company marketing to a U.S. audience did not take the time to even use the United States spelling. Of course the converse holds true to U.S. companies looking to marketing to the United Kingdom.

Understanding your audience is essential. This posts contains only a few of the important ideas to keep in mind when marketing services or products to an international audience. Nonetheless, these ideas are an excellent initial checklist for those companies advertising abroad.

4 Comments »

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    October 7, 2007 @ 8:05 pm

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    October 9, 2007 @ 7:28 pm

    [...] linked at my-news.biz/headlines/United-States/2007/10/08/ catholic-health-association-of-the-united-states-catholic-health/ Marketing United Kingdom Companies to a United States Audience. When conducting a links building campaign that markets to the US , a United Kingdom company should obtain links from websites headquartered in the United States . Properly, conducting a links campaign in this manner can even avoid the [...]

  4. Search Engine Marketing: Marketing United Kingdom Companies to a United States Audience said,

    October 14, 2007 @ 10:06 pm

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