Improving Online Visibility and Information Sharing Through the Culturalisation Process of the Product and Website

Product manufacturers can improve their online visibility through Search Engine Optimization ( SEO). This process allows product manufacturers to make their products visible on search engine results pages by creating a bidirectional channel of information between the company and its customers. This gain in visibility drives traffic to the company website, allowing them to present their latest product innovations to potential future customers. Moreover, once this online contact channel is established, stakeholders can obtain the voice of their customers. Nevertheless, the SEO process is often long and uncertain because search engines are not transparent in their ranking process. Frequent algorithms updates can also make SEO actions inefficient. Furthermore, in a cross-cultural context, ranking well on search engines results pages is not enough. The website must also be properly designed according to cultural differences to prevent customers from leaving the website. Finally, processes permitting website adaptation for search engines and cultures are not sufficient if the product is not "culturally" acceptable. The company needs to share the proper informational product content to meet the needs of customers from different cultures. This paper considers the product and the website as a pair and proposes an approach that assists stakeholders and webmasters during SEO and culturalisation processes. The objective is to obtain the voice of the customers through the creation of a bidirectional information channel between a company and its customers.