Entering the British market can be a challenge. British consumers have unique preferences that shape their purchasing decisions.
Of course, in such a demanding market, simply translating content is not enough. You need a content strategy that takes into account the culturally specific aspects of your target audience.
In this guide, we'll show you how you can customize your SEOto meet the needs of UK consumers. We'll also share some practical tips to help climb your site higher in search engine results.
What sets the British apart?
The first question to ask yourself is: What is unique about the UK market, and how can I best address the needs of my potential customers?
Let's start with how Brits behave on the Internet.
According to Statista report The UK boasts one of the largest online populations - both globally and in Europe. With some 60 million Internet users, it ranks 4th in Europe and 17th in the world.
About 98% of the UK population has access to the Internet, making it the 6th highest Internet penetration rate in the world. In addition, 95% of UK households have access to the network.
Smartphones are the most popular devices used by Britons. They spend about 77% of their online time on them. This means that a mobile-first approach is key when optimizing your site.
Britons are also enthusiastic about online shopping. According to Micro Biz Mag report, 89% of people in the UK have made an online purchase in December 2023. Only 11.29% of respondents in all age groups reported that they had not bought anything online in the past year.
British consumers tend to be more cautious in their online shopping decisions.
They value detailed product information and comparison features that help them make informed choices.
According to a survey conducted by Trusted Shops, 76% of customers are willing to visit the store that ranks highest in search engines. This preference is based not only on the products available themselves, but also on the comprehensive information available on these top-ranked sites.
Online reviews and social proof have a big impact. A study conducted by Power Reviews involving more than 6,000 British shoppers found that:
- 99.75% read reviews at least sometimes when shopping online, and nearly 89% do so regularly or always.
- 65% of UK shoppers read reviews before buying from a stationary store.
- 98% of consumers consider reviews to be an important source of information when making purchasing decisions.
- Consumers are most likely to read reviews on sites such as Amazon.co.uk (88%), retail sites (85%), search engines (67%) and brand sites (58%).
What do these numbers mean for your business?
Your SEO strategy must focus on providing comprehensive information at every stage of the buyer's journey, including product specifications, benefits, customer reviews, etc. This will help you make an impact on your SEO results and sales.
Adapting SEO strategy to the UK market
Now that we know more about British online behavior, let's move on to SEO strategies that can be adapted to it.
Here are some tips you may find useful.
1. keyword location
If you want to do proper localization, translating Polish keywords into English is not enough.
Localization is about identifying specific keywords and phrases that potential customers use when searching for products or services. Therefore, think like a Brit.
First, British English differs from American English in terms of spelling and vocabulary.
While a Polish company targeting a general English-speaking audience might optimize for "color," in the UK it's "color." Instead of "apartment," Brits search for "flat."
These subtle differences can contribute to the success or failure of SEO efforts.
But that's not all. Users in the UK often use completely different search terms.
For example, while an American might search for "cheap flights," British travelers are more likely to look for "low-cost airlines" or "low-cost carriers."
To refine your keyword strategy and attract targeted traffic, consider the following tips.
Understand local intentions
Local intent can be explicit or implicit. Explicit local keywords include specific locations or terms such as "near me," while implicit local keywords do not specify a location but indicate a local search intent. For example, "car repair London" is explicit, while "car repair" is implicit.
Use keyword research tools
Tools such as Google Keyword Planner, Ahrefs and SEMrush will help you identify relevant keywords. Using them, you can gain insight into the number of searches, competition and related keywords.
Analyze your competitors
Take a look at the keywords your local competitors are positioning themselves for. You'll learn what's working in your area and identify gaps in your own strategy.
Add local phrases
Local modifiers to keywords, such as the names of cities, neighborhoods or landmarks will help search engines understand the geographic relevance of the content.
Optimize your company's profile on Google
Make sure your Google business profile is fully optimized and up-to-date, with accurate information and localized keywords. This will increase your chances of appearing in Local Pack and thus attracting more customers from the area.
2. create content that reaches a British audience
Creating content that reaches customers is more than just using the right keywords. It's about understanding and relating to their culture, sense of humor and values.
British audiences generally appreciate a more subdued approach than audiences in other markets. As Lee Hyon-soo, author of Ramblings of A Wanderer, noted in his Korea Times article:
Understatement is a trait associated with British English and plays a role in shaping the communication style and cultural nuances of British speakers. It involves expressing something in a way that downplays its importance, often to the point of seeming less important or dramatic than it actually is.
Such subtlety in communication can be important for companies when creating marketing messages for the UK market.
British consumers will respond better to a balanced tone than bold claims. Instead of saying "We're the best in the industry," try saying "We're proud of our track record of delivering quality results."
Humor can also be a powerful tool for connecting with British audiences, but it should be used with care. British humor often relies on irony and self-irony. A well-placed joke will make the content more engaging and memorable. However, it is important to strike a balance and avoid anything that may be perceived as offensive.
Another key aspect is to demonstrate local knowledge. Referencing events, trends or cultural phenomena related to the UK will make your content more relevant to your audience.
3. technical SEO for the UK market
While content is important, the technical side of SEO cannot be ignored. Technical SEO ensures that your site is accessible, fast and easy for search engines to index.
Here are some issues of companies operating in the UK market:
- Domain strategy: Think carefully about whether to use a .co.uk domain or create a UK-specific subdomain or subdirectory on your existing site. Each approach has its pros and cons, so consider them carefully based on your resources and long-term goals.
- Site speed: Consumers have high expectations when it comes to site speed. According to Google, 53% of mobile site visits are abandoned if a page takes longer than 3 seconds to load. Optimize your images, take advantage of browser caching and consider using a content delivery network (CDN) to improve loading times.
- Mobile optimization: as I mentioned earlier, mobile devices are the preferred device for Internet use in the UK. Therefore, the site is mobile-friendly, non-negotiable. Google's mobile indexing is not only important for user convenience, but also for search rankings.
- Structured data: Implementing schema markup can help search engines better understand your content and increase your visibility in UK search results. Pay particular attention to the schema of local businesses if you are doing business locally.
4. building confidence among British consumers
Trust is an important purchasing factor. A study conducted by Edelman found that 81% of consumers in the UK, China and the US consider brand trust to be a factor in their purchasing decisions.
If you want to build trust in your brand through SEO, focus on a few key areas.
Presenting reviews
First of all, put reviews and testimonials from British customers on your site.
According to a new study conducted by The Institute of Customer Service, 59% of consumers say the most effective way to increase trust in a company is to showcase real customer reviews and feedback.
The visibility of these authentic reviews can greatly increase the confidence of people who are considering buying from a new company.
Integration with UK review platforms such as Trustpilot or Feefo, will improve credibility and provide social proof (proof).
Emphasize security and privacy
In a survey conducted by Trusted Shops, 71% of consumers cited data security as one of the most important elements for inspiring trust in an online store.
When asked which recognized quality marks are essential when shopping online - TRUSTe, a quality mark for privacy policies and practices, was highly valued, with 64% of respondents deeming it essential.
These results indicate the great importance of privacy and data protection.
Make sure your privacy policy is clear and easily accessible. Clearly displaying security information, especially when handling sensitive information, will reassure customers that their personal information is protected.
Sharing expertise
Transferring expertise is another effective strategy.
How to do it. Create valuable, authoritative content that showcases your expertise.
Your content plan may include industry reports, white papers or expert commentary on UK trends. This will both build trust and position your brand as a thought leader.
Local partnerships
Finally, if possible, highlight any partnerships or collaborations with British companies or organizations. Local collaborations help build credibility in the market and show, local community involvement.
Summary
Adapting SEO strategies to the behavior of British consumers is a must for companies that want to establish a presence in the UK market.
Remember that SEO is a process. Keep an eye on your analytics, stay abreast of market trends and if necessary - be prepared to adjust your strategy.
We hope this information will help you establish a presence in the UK market. If you need expert help with international SEO activities, we are ready to support you in this. We will create a strategy to help your company not only reach customers, but respond to their needs.
