「經驗」是「EEAT」的最新（但並非最不重要）補充，「EEAT」代表經驗、知識、權威和可信度，是 Google 搜尋品質排名指南的組成部分。 這個概念綜合了多種因素，幫助谷歌確定內容是否對用戶足夠相關和有用，從而在搜尋結果中優先考慮它。
EEAT 在「你的錢還是你的命」(YMYL) 問題中發揮著重要作用。
但是，當您想要製定國際戰略時會發生什麼？ 您如何利用 EEAT 來推動您的國際擴張？
在我之前的文章中，我討論瞭如何證明 經驗和權威 在國際範圍內，基於銷售巴塞隆納當地產品的實際案例。
現在我們就來探討如何利用 經驗 以促進其國際擴張。
如何展示經驗
根據Google的定義，「經驗」是內容創作者擁有該主題所需的第一手或生活經驗的程度。
在這種情況下，將有兩種主要方式來展示產品或與主題相關的經驗。
一種是透過你自己作為產品創造者的經驗； 另一個是透過消費者體驗。
那麼，國際電子商務公司如何利用其專業知識在競爭中脫穎而出並參與國際競爭？
哪些表現出專業知識的行為最有可能影響使用者在國際網站上的購買決策？ 讓我們探討一下您可以採取的一些行動。
透過消費者展現您的專業知識：產品評論
無論是本地或國際，獲得消費者的產品評論是展示產品或服務使用體驗的關鍵因素。
在購買過程中提供良好的體驗以及優質的產品或服務，將有助於增加評論和更高的用戶評分，無論是在您的網站、目錄還是您的 Google 商家資料上。
包括推薦頁面
讓潛在新消費者更容易找到用戶評論內容的一種選擇是建立「推薦頁面」。
在此頁面上，Web開發人員可以以不同格式（例如文字、圖像或影片）收集使用者對產品的體驗和意見。
螢幕截圖來自 www.tiodenadal.online，2024 年 2 月Here’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.
利用人工智慧時代的專業知識
展示專業知識將使您在人工智慧時代的人工智慧生成內容中脫穎而出。
您可以透過搜尋生成體驗（SGE）本身看到這一點，展示第一手經驗將在創建有用、優質和有用的內容方面發揮重要作用。
然而，在撰寫本文時，尚不清楚最終模型會是什麼樣子。
拓展國際經驗
經驗、專業知識和權威是幫助您在國際 SEO 策略中取得成功的關鍵因素。
但Google強調了 EEAT 框架中的另一個關鍵要素：可靠性，搜尋引擎將其定義為 EEAT 家族中最重要的成員。
我們將在下一篇文章中深入探討這個元素。
更多資源：
特色圖片：威廉波特/Shutterstock
