Internationalization is an often overlooked consideration–not because it isn't critical, more because it's complicated. In PeopleScout's case, regional offerings and communications demanded a clear international strategy. Not only did the strategy require segmented publishing tools, it required an ongoing search performance strategy.
The solution was to create a multisite network with content governance that allowed regional teams to segment messaging where necessary and share content where appropriate.
The new site network uses country-specific TLDs and international targeting to signal regional content results to search engines. Shared content is canocalized and/or regionalized through language preferences and geo-targeting to prevent duplicate content penalties and ensure relevant search results.
Because PeopleScout has a talented internal team, the site was built with powerful page creation tools. Modular content blocks and site options allow full control over existing and new pages while keeping everything in line with brand guidelines and a comprehensive design system. In addition to the visual and written content flexibility, the administrative tools allow micro and macro SEO capabilities throughout the network.
Beyond the Basics
As you can imagine, the requirements of a project of this size include mobile considerations (the site is fully Responsive), accessibility requirements (the site conforms to WCAG 2.1 AA standards) and GDPR compliance (the site uses active consent dialogs, IP anonymization, cookie tracking, consumer data request paths and more). A single sentence feels like a bit of a disservice to the scope of these considerations, but they've become as much a part of our process as semantic code and UI/UX best practices. Serious websites are becoming more and more complex, and each new day is keeping us on our toes.
We’d be remiss not to mention the Platinum 2019 MarCom Awards the PeopleScout site won in both the B2B Website and Website Redesign categories. We’re proud of the team and the work behind the PeopleScout international website. It does a great job showing what the right teams, the right tools and the right approach can do.
Take a look and let us know if you'd like to know more!
As we continue to work with the team on post-launch SEO and paid campaigns, we've been able to further the success of the site's launch. Six months after launch, site traffic is up considerably with 100+% year-over-year growth – and that doesn’t include paid traffic! That’s quite a feat considering how established the organization is.
I’ve found developing true partnerships with outside vendors elusive. It never quite feels like our best interests are our vendors'. Our work with Electric Pulp is a notable exception to this experience.
I am grateful for the tenacity and insight Electric Pulp brings to our work together.