Is it better to promote a store with the domain eu, com or for each country to have its own domain and promote it de, fr, nl?
What promotion methods are most effective today?
Is writing blog articles using AI effective?
Topic summary
The discussion centers on SEO strategy for European e-commerce stores, specifically whether to use a single .eu or .com domain versus country-specific domains (.de, .fr, .nl).
Domain Strategy:
- Country-specific domains offer benefits, but these are marginal in most cases
- The choice depends on specific business circumstances
Promotion Methods:
Recommendations vary by audience type:
- B2B: Trade shows or LinkedIn
- B2C (in-market): Google Ads
- New product concepts: Social media ads (Facebook, Instagram, TikTok)
AI-Generated Content:
- Not recommended for SEO-focused content
- Current effectiveness is questionable and lacks authenticity
- Search engines are expected to penalize AI content over time
- Can be useful for ideation and initial drafts (video scripts, emails) that are then manually refined
The discussion remains open with no definitive resolution on the domain question.
Good questions.
Regarding the domains, there is a benefit to having the domain for each country but it’s pretty marginal in most cases.
The best promotion method depends on your target audience. For B2B it could be trade shows or LinkedIn. For in-market B2C audiences, we usually recommend Google ads. For brand new product concepts that people aren’t likely to search for, we usually recommend social media ads on Facebook, Instagram, or TikTok, depending on the audience.
As for AI, we feel pretty strongly that businesses shouldn’t use AI for any content that needs to have SEO value. Its effectiveness now is debatable, it’s not authentic, and we expect that search engines will, in time, punish AI content in rankings to improve the quality of search results. AI isn’t bad for ideation, and we sometime use it to help inspire text for video scripts and emails before refining them manually.