Four tips for bonding in Italian
Italy: the country of delicious ice cream, fine arts and beautiful beaches lapped by a turquoise sea.
It is also a country that offers enormous opportunities in the world of e-commerce, having the 14e largest e-commerce market in the world – ahead of both Brazil and Spain in the rankings!
In 2021, the Italian e-commerce market grew by an impressive 17%. With huge potential for future growth, it’s no surprise that many companies are trying to claim a piece of the Italian pie.
The question is, what is the best way to build links in Italy and attract Italian buyers to your site? Keep reading to find out.
1. Create guest posts
Creating guest posts with a link to your site, which you then publish on carefully selected Italian blogs, is a great strategy.
It provides an almost instant boost to your rankings with www.google.itand – provided it is of a high-quality editorial standard – is likely to be widely shared.
This works in two ways: it means more backlinks and acts as an advertisement for your business because more of your new audience sees your name (and hopefully clicks on the backlink to your site!).
It is often advantageous to create this content from scratch, rather than trying to translate what you have already used on an English site, as it will be more suitable for an Italian audience.
Once you’ve created your Italian-friendly content, it’s also crucial that you post it on a high-authority blog with high editorial standards.
Blogs with large followings are more likely to read — and then share — content with that all-important backlink, so you need to know which sites to target.
Luckily, you can outsource your link building campaign to a European SEO Agency with experience in building Italian links to save time.
2. Focus on quality
Speaking of time, Italians are known to take their time, which certainly applies to how they make decisions online.
And with successful national programs which allow people over the age of 60 to access training to become familiar with the Internet, there are even more potential Italian customers – many of whom have plenty of time to read reviews and carefully absorb the content of your site.
This means that if you are linking to your site, first make sure your site is Italy ready.
Proofread carefully (use native Italian for this) and make sure all your internal links work and pages load quickly.
As well as impressing your potential new customers, the latter two are important for your general Italian SEO as they will also impact your Google search rankings, so they are particularly important.
3. Think about your new audience
Just because that blog you posted about the best places to buy fish and chips in British seaside resorts has been all the rage in the UK doesn’t mean Italians would be too interested.
That’s why it’s important to bear in mind the cultural context of anything you write and ask yourself if you think it would work with your new target audience.
And now that you’ve decided what you want to translate, be sure to…
4. Use human translators
We all know machine translation has gotten better and better, so what’s the point of hiring Italian language experts when you can just use a robot?
While an automatic translator can be a pretty good way to find out what kind of fish a merluzzo is before you order your dinner when it comes to translating your site’s content from English to Italian, it’s imperative that you use a native Italian translator!
These are not just translated words; it’s the cultural nuances and meanings.
The words have connotations that might not be immediately obvious to a non-native.
For example, let’s say you want to say “good luck”. A quick look at an AI translation tool tells us that the words you need are buona fortuna. It makes sense – “good fortune”.
Great! Except for Italians, it’s widely accepted that these words are only really used if you don’t really mean them – sort of a way to jinx anything that requires luck.
Instead, Italians are more likely to say in bocca al lupo – literally, it means “in the mouth of the wolf” and it’s a bit like the phrase “break a leg” in English.
Fortunately, a native Italian will know how to translate this for you and avoid any inadvertent offense caused by using the wrong term.
Italy is a wonderful place both offline and online – and it’s a market with great potential as you grow your business.
Building Italian links is the perfect starting point for getting your site noticed in Italy, and with these simple steps, you’ll be flying in no time. In bocca al lupo!