“Experiencia” es la última incorporación (pero no la menos relevante) a “EEAT”, que significa experiencia, conocimientos, autoridad y confiabilidad, un componente de las pautas de evaluación de la calidad de búsqueda de Google. Este concepto es una combinación de factores que ayudan a Google a determinar si el contenido es lo suficientemente relevante y útil para los usuarios, priorizándolo así en los resultados de búsqueda.
EEAT juega un papel importante en los temas “tu dinero o tu vida” (YMYL).
Pero ¿qué pasa cuando se quieren crear estrategias internacionales? ¿Cómo puede aprovechar EEAT para impulsar su expansión internacional?
En mi artículo anterior, hablé de cómo demostrar experiencia y autoridad a escala internacional, a partir de un caso de estudio sobre la venta de un producto local de Barcelona.
Ahora, exploremos cómo aprovechar experiencia para impulsar su expansión internacional.
Cómo demostrar experiencia
Como define Google, “experiencia” es la medida en que el creador de contenido tiene la experiencia de primera mano o de vida necesaria para el tema.
En este caso, habrá dos formas principales de demostrar experiencia con un producto o en relación con un tema.
Una es a través de tu propia experiencia como creador del producto; el otro es a través de la experiencia de los consumidores.
Entonces, ¿cómo puede una empresa de comercio electrónico internacional aprovechar su experiencia para diferenciarse de otras y competir internacionalmente?
¿Qué acciones que demuestran experiencia tienen más probabilidades de influir en las decisiones de compra de los usuarios en sitios web internacionales? Exploremos algunas acciones que puede realizar.
Demuestre su experiencia a través de su consumidor: reseñas de productos
Ya sea a nivel local o internacional, obtener reseñas de productos por parte de los consumidores es un factor clave para demostrar la experiencia de uso del producto o servicio.
Brindar una buena experiencia durante el proceso de compra, así como un producto o servicio de calidad, ayudará a impulsar las reseñas con mejores calificaciones por parte de los usuarios, ya sea dentro del sitio web, en directorios o en Google Business Profile.
Incluya una página de testimonios
Una opción para facilitar que nuevos consumidores potenciales encuentren contenido de reseñas de usuarios es crear una “página de testimonios”.
En esta página, el creador web puede recopilar la experiencia y opiniones de los usuarios sobre el producto en diferentes formatos, como texto, imagen o vídeo.
Captura de pantalla de www.tiodenadal.online, febrero de 2024Here’s an example of a testimonial page.
In international ecommerce, providing and sharing cross-border user experience is also key to conveying confidence to users from other countries, regarding the veracity of the store.
Which Reviews Influence The Users’ Purchase Decisions On International Websites?
To create product review pages and show users the ratings, you must achieve a certain number of reviews demonstrating the user’s experience with the product.
On an international scale, there will be reviews that help not only demonstrate the users’ experience during the purchase process but also encourage new users to do the same.
Which reviews carry more weight in influencing users’ purchase decisions on international websites? And what specific actions should international businesses prioritize as a result?
Reviews For International Ecommerce Sites
When venturing into global markets, consider the user shopping experience ratings that tend to predominate and significantly impact purchasing decisions.
Case in point: high shipping costs and long delivery times.
The most common reason online U.S. shoppers abandon their carts is additional costs like shipping, taxes, and fees (47%). Also, 24% of consumers drop out of an online shopping session because shipping is too slow.
Changing the cost of shipping or delivery time from one country to another is usually not in the hands of the business but of external factors.
However, you can take these actions to get positive reviews related to shipping or delivery time – or at least prevent damaging reviews related to these factors.
- Include actual shipping times and explain them to buyers. Don’t try to risk getting more sales.
- Watch out for high-demand seasons (like Christmas and Black Friday).
- Stay up-to-date on the global international logistics situation.
- Follow up on carrier and logistics situations in your potential countries.
- Be aware of customs borders in each country.
Screenshot from author, February 2024Reviews For International B2B Or Saas Sites
While long delivery times and high shipping costs impact international sales across the board, B2B, industrial, and SaaS companies face unique challenges in achieving global competitiveness.
Factors that influence purchase decisions on international B2B/SaaS websites:
- Platform language: Lack of local language support can make it difficult for consumers to use the product.
- Price: Service or platform prices not adjusted for regional purchasing power can hurt market penetration.
- Customer support: The absence of local customer support or a contact person may impact the buying process.
- Customer service hours: Adapting to local schedules and holidays in each country is key for a good experience.
- Localization: Tailoring the product or platform to each country’s cultural characteristics or preferences helps enhance user experience.
Screenshot from author, February 2024
Screenshot from author, February 2024
Screenshot from author, February 2024How To Create Content That Demonstrates Your Experience
You can go beyond encouraging users to share their experiences with the products on your website.
By creating content, you can actively showcase your experience during product development or using the product itself.
Here are some ways to achieve this:
- How-to guides: Develop step-by-step guides or tutorials that show how to use the product effectively.
- Expert pages: Create engaging content (consider using photos and videos) that show how the product has been produced.
- Influencer content: Partner with relevant influencers or bloggers to share content on how they use the product.
- Forums and discussions: Build a vibrant community where users are allowed to share their experiences, ask questions, and learn from other customers about how they enjoy your product.
Image from outsideonline.com, February 2024Avoid creating search engine-first content and prioritize creating people-first content to increase the probability of success with Google search.
How To Generate Content Ideas To Showcase Experience Internationally
Developing content that reflects your product or service’s international reach depends on the type of project, audience, and potential markets.
However, there are key strategies to assist you in coming up with ideas and focusing on creating content that highlights your global experience.
Use Commercial Keywords For Your International Content Strategy
Including commercial keywords in your content strategy shows your experience with the product. Some of these keywords are important when the potential customer is interested in the product and wants to investigate more.
These keywords often include search terms for your product or service that combine concepts like:
- Free.
- Difference/vs.
- Reviews.
- Opinions.
Screenshot from Semrush, February 2024Get Inspired By Marketplaces And Directories
Ecommerce marketplaces and B2B/SaaS directories are the go-to sites for inspiration and ideas. These sites offer insights to inform your content strategy and help demonstrate the product experience.
By analyzing marketplaces, such as Etsy and Amazon, you can learn what people think and say about you, and see how your product is perceived globally.
What are the most highly rated factors? What do they complain about the most? What can you differentiate yourself with?
Identify Key Purchase Decision-Making Factors
Analyze the top-rated and worst-rated reviews of your competitors and understand why. This will help you identify key purchase decision-making factors for your target consumers.
Screenshot from author, February 2024Use Other Channels
Today, static content isn’t enough. You can’t just create text or image content to convey a product experience to potential consumers.
Utilize other channels, such as TikTok or YouTube, to create engaging content that showcases your experience – and expertise – with your product.
Aprovechando la experiencia en la era de la IA
Mostrar experiencia le permitirá diferenciarse del contenido generado por IA dentro de la era de la IA.
Puedes verlo con la misma Search Generative Experience (SGE), donde demostrar experiencia de primera mano jugará un papel esencial en la creación de contenido útil, de calidad y útil.
Sin embargo, al momento de escribir este artículo, todavía no está muy claro cómo será el modelo final.
Ampliando la experiencia a nivel internacional
La experiencia, los conocimientos y la autoridad son factores clave que le ayudarán a lograr el éxito en sus estrategias de SEO internacional.
Pero Google destaca otro elemento clave dentro del marco EEAT: la confiabilidad, que el buscador define como el miembro más importante de la familia EEAT.
Profundizaremos en este elemento en nuestro próximo artículo.
Más recursos:
Imagen de portada: William Potter/Shutterstock
