how to succeed at real international seo scenarios - #searchlove london
DESCRIPTION
International SEO presentation at SearchLove London with three of the most common International SEO challenges, learnings, actions to take and tools to use to overcome them.TRANSCRIPT
How to succeed at real (not ideal) International SEO scenarios
international seo at #searchlove by @aleyda from @woorank
From Unknown Foreigner to Local Star
Raise your handif you have International SEO experience
international seo at #searchlove by @aleyda from @woorank
Raise your handif you have SUCCESSFUL International SEO experience
international seo at #searchlove by @aleyda from @woorank
Going Internationalis ATTRACTIVE
NOM NOM NOM!
international seo at #searchlove by @aleyda from @woorank
CCTLDS OR SUB-DIRECTORIES?LANGUAGES OR COUNTRIES?
international seo at #searchlove by @aleyda from @woorank
Going Internationalcan be COMPLEX
international seo at #searchlove by @aleyda from @woorank
Going Internationalrequires a LOCALIZED approach
DO I LOOK LIKE A NATIVE NOW?
Here’s what I’ve learnedafter +5 years of International SEO successes & failures
MY NAME IS ALEYDA SOLIS, INTERNATIONAL SEARCH MARKETER,
HEAD OF DIGITAL STRATEGY AT WOORANK
international seo at #searchlove by @aleyda from @woorank
Challenge No. 1: Your International Strategy
international seo at #searchlove by @aleyda from @woorank
WHY DID YOU BUILT THEM THEN?
international seo at #searchlove by @aleyda from @woorank
“We don’t have enough resources to update all of our International sites”
DON’T TRY TO TARGET MORE THAN YOU CAN SUPPORT: PRIORITIZE THE MOST BENEFICIAL INTERNATIONAL MARKETS & CONTENT
WITHIN THOSE MARKETS TO START WITH THEM
international seo at #searchlove by @aleyda from @woorank
international seo at #searchlove by @aleyda from @woorank
USE YOUR WEB ANALYTICS TO IDENTIFY YOUR SITE INTERNATIONAL TRAFFIC BEHAVIOUR: VISITS & CONVERSIONS VOLUME, TREND, RATE & TYPE PER
COUNTRY & LANGUAGE.
CHECK WITH YOUR WEBMASTER TOOLS WHICH QUERIES & PAGES BRING YOU INTERNATIONAL SEARCH VISIBILITY PER COUNTRY, THEIR IMPRESSIONS,
CLICKS, CTR & POSITION OVER TIME.
international seo at #searchlove by @aleyda from @woorank
IDENTIFY THE SEARCH VOLUME AND TREND OPPORTUNITY FOR THE RELEVANT TERMS IN THE MOST IMPORTANT COUNTRY MARKETS USING
KEYWORD RESEARCH TOOLS
international seo at #searchlove by @aleyda from @woorank
IDENTIFY THE SEARCH VOLUME AND TREND OPPORTUNITY FOR THE RELEVANT TERMS IN THE MOST IMPORTANT COUNTRY MARKETS USING
KEYWORD RESEARCH TOOLS
international seo at #searchlove by @aleyda from @woorank
Suggestion Keyword Finder
USE THESE KEYWORD RESEARCH TOOLS
DON’T RELY ON GOOGLE GLOBAL MARKET FINDER TO IDENTIFY OPPORTUNITY, IT’S NOT ALWAYS ACCURATE
international seo at #searchlove by @aleyda from @woorank
WARNING: THEY LOOK SIMILAR BUT ARE NOT THE SAME
NATIVE SUPPORT IS A MUST DURING ALL THE INTERNATIONAL SEO PROCESS, EVEN AT THE START AND WHEN IT’S IN YOUR OWN
LANGUAGE BUT TARGETING TO OTHER COUNTRIES
international seo at #searchlove by @aleyda from @woorank
“Search Engine Optimization” “Search Engine Optimisation”
“User behavior” “User behaviour”
“I’m going to check my diary”“I’m going to check my agenda”
British EnglishAmerican English
VALIDATE WHAT’S REQUIRED FROM A BUSINESS, TECHNICAL, CONTENT & LANGUAGE SUPPORT PERSPECTIVE TO OPERATE
IN THE IDENTIFIED TOP MARKETS
international seo at #searchlove by @aleyda from @woorank
TECHNICAL FEASIBILITY &
SUPPORT FOR MULTI COUNTRY / LANGUAGE
SETTING
MULTILINGUAL CONTENT
DEVELOPMENT & UPDATE
ONGOING NATIVE SUPPORT BUDGET &
AVAILABILITY
INTERNATIONAL PRODUCT / SERVICE
DELIVERY
INTERNATIONAL PRICING & CURRENCY
INTERNATIONAL LEGAL & OPERATION
CONSTRAINTS
WITH THE PREVIOUS DATA YOU CAN VALIDATE THE FEASIBILITY & CALCULATE THE BREAK-EVEN POINT & EXPECTED ROI FOR EACH
MARKET, USING THE INTERNATIONAL SEO ROI CALCULATOR
international seo at #searchlove by @aleyda from @woorank
WITH THE PREVIOUS DATA YOU CAN VALIDATE THE FEASIBILITY & CALCULATE THE BREAK-EVEN POINT & EXPECTED ROI FOR EACH
MARKET, USING THE INTERNATIONAL SEO ROI CALCULATOR
international seo at #searchlove by @aleyda from @woorank
http://www.internationalseomap.com/roi-calculator/
REMEMBER THAT YOUR GOAL IS TO BE PROFITABLE: VALIDATE IF YOUR INTERNATIONAL SEO PROJECT IS VIABLE AT THE MOMENT FOR THE
MOST IMPORTANT IDENTIFIED MARKETS
international seo at #searchlove by @aleyda from @woorank
>Your International SEO potential Visits & Conversions for a break-even
Yes No
Continue with the internationaL SEO project Might be too early1. Buy & secure your ccTLDs for future activity2. Create custom alerts in Google Analytics for important countries
Challenge No. 2 - Your International Targeting
international seo at #searchlove by @aleyda from @woorank
“I want a Latin America Version for my site”
YES, BECAUSE ALL LATIN AMERICA IS THE EXACT SAME RIGHT?
international seo at #searchlove by @aleyda from @woorank
IDENTIFY THE BEST INTERNATIONAL TARGETING FOR YOUR SITES, ACCORDING TO YOUR OWN REQUIREMENTS & RESTRICTIONS.
international seo at #searchlove by @aleyda from @woorank
Is location a factor that influence your Web operations?
Yes No
Are there enough traffic & conversions to target each country?
Language Targeting
Yes No
Country Targeting
You can start with
A CRAWLABLE & CONSISTENT INTERNATIONAL WEB STRUCTURE IS FUNDAMENTAL ALTHOUGH NOT ENOUGH TO AVOID
INTERNATIONAL SEARCH ALIGNMENT ISSUES
international seo at #searchlove by @aleyda from @woorank
BETTER TO GEOTARGET
BETTER TO INHERIT POPULARITY FROM EXISTENT SITE
BETTER FOR SITES WITH MORE CONTENT
BETTER TO INHERIT POPULARITY
international seo at #searchlove by @aleyda from @woorank
INTERNATIONAL SEARCH ALIGNMENT ISSUES MIGHT HAPPEN WITH SITES IN THE SAME LANGUAGE TARGETING DIFFERENT COUNTRIES
international seo at #searchlove by @aleyda from @woorank
AND EVEN WITH SITES VERSIONS IN DIFFERENT LANGUAGES!
international seo at #searchlove by @aleyda from @woorank
AVOID MISALIGNMENTS BY INCLUDING HREFLANG ANNOTATIONS SPECIFYING YOUR PAGES LANGUAGE & COUNTRY TARGETING
international seo at #searchlove by @aleyda from @woorank
TAKE A LOOK AT THE HREFLANG CASE STUDY THAT @SAURAVRIMAL PUBLISHED AT THE SEER INTERACTIVE BLOG
international seo at #searchlove by @aleyda from @woorank
TAKE A LOOK AT THE HREFLANG CASE STUDY THAT @SAURAVRIMAL PUBLISHED AT THE SEER INTERACTIVE BLOG
http://www.seerinteractive.com/blog/case-study-the-impact-of-hreflang-tag
international seo at #searchlove by @aleyda from @woorank
MAKE SURE TO USE THE RIGHT LANGUAGE & COUNTRY SPECIFICATION IN YOUR HREFLANG TAGS
USE THE HREFLANG TAG GENERATOR TOOL TO CREATE YOUR HREFLANG ANNOTATIONS
international seo at #searchlove by @aleyda from @woorank
SOON WITH SUPPORT TO MASSIVELY GENERATE HREFLANG TAGS
USE THE HREFLANG TAG GENERATOR TOOL TO CREATE YOUR HREFLANG ANNOTATIONS
international seo at #searchlove by @aleyda from @woorank
http://www.internationalseomap.com/hreflang-tags-generator/
international seo at #searchlove by @aleyda from @woorank
YOU CAN ALSO USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING THE HREFLANG ANNOTATIONS
international seo at #searchlove by @aleyda from @woorank
http://www.themediaflow.com/resources/tools/href-lang-tool/
YOU CAN ALSO USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO GENERATE AN XML SITEMAP INCLUDING THE HREFLANG ANNOTATIONS
international seo at #searchlove by @aleyda from @woorank
VALIDATE THE IMPLEMENTED HREFLANG ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR
international seo at #searchlove by @aleyda from @woorank
VALIDATE THE IMPLEMENTED HREFLANG ANNOTATIONS WITH DEJANSEO HREFLANG VALIDATOR
http://flang.dejanseo.com.au/
international seo at #searchlove by @aleyda from @woorank
THERE ARE ALSO NEW WARNING MESSAGES FOR INCORRECT HREFLANG IMPLEMENTATIONS IN GOOGLE WEBMASTER TOOLS, AS THE
ONE RECEIVED BY GIANLUCA FIORELLI (HT @GFIORELLI1)
international seo at #searchlove by @aleyda from @woorank
IF YOU’RE COUNTRY TARGETING AND NOT USING A CCTLD: GEOTARGET EACH SUB-DIRECTORY OR SUB-DOMAIN
WITH WEBMASTER TOOLS
international seo at #searchlove by @aleyda from @woorank
AVOID AUTOMATIC REDIRECTS THAT TAKE USERS WHERE THEY HAVEN’T ASKED TO GO. SUGGEST, BUT NOT USING INTERSTITIALS. THEY’RE INTRUSIVE
AND MIGHT MESS WITH YOUR SITE CRAWLABILITY.
international seo at #searchlove by @aleyda from @woorank
TAKE A LOOK AT HOW AMAZON DOES IT
international seo at #searchlove by @aleyda from @woorank
AND BE CAREFUL TO NOT MIX LANGUAGE WITH COUNTRY TARGETING, YOU NEED TO BE CONSISTENT IN YOUR SITE CONTENT & FEATURES
showing a spaniard specific character in A “generic” spanish language version MIGHT NOT BE ATTRACTIVE FOR THE LATAM AUDIENCE
Challenge No. 3 - Your International Popularity
international seo at #searchlove by @aleyda from @woorank
“We’re so popular here already, we just need to
extrapolate what we have”
YES, I BET PEOPLE THERE LIKE THE EXACT SAME STUFF THAN US RIGHT?
international seo at #searchlove by @aleyda from @woorank
THEY’LL NEED TO REBRAND IF THEY LOOK TO TARGET AND CONNECT WITH SPANISH SPEAKING AUDIENCE IN THE FUTURE (HT @ANILOPEZ)
international seo at #searchlove by @aleyda from @woorank
international seo at #searchlove by @aleyda from @woorank
USE THE CONSUMER BAROMETER & TNS DIGITAL LIFE TO BETTER UNDERSTAND YOUR INTERNATIONAL AUDIENCE BEHAVIOUR
international seo at #searchlove by @aleyda from @woorank
http://www.consumerbarometer.com/
USE THE CONSUMER BAROMETER & TNS DIGITAL LIFE TO BETTER UNDERSTAND YOUR INTERNATIONAL AUDIENCE BEHAVIOUR
USE SIMILARWEB TO IDENTIFY THE TOP WEBSITES IN THE DESIRED INDUSTRY AND COUNTRY
international seo at #searchlove by @aleyda from @woorank
international seo at #searchlove by @aleyda from @woorank
http://www.similarweb.com/global
USE SIMILARWEB TO IDENTIFY THE TOP WEBSITES IN THE DESIRED INDUSTRY AND COUNTRY
international seo at #searchlove by @aleyda from @woorank
USE BUZZSUMO, SOCIAL CRAWLYTICS & LINK EXPLORERS (OSE, MAJESTICSEO & AHREFS) TO IDENTIFY THE MOST LINKED & SHARED
CONTENT IN EACH INTERNATIONAL MARKET & INDUSTRY
international seo at #searchlove by @aleyda from @woorank
USE BUZZSUMO, SOCIAL CRAWLYTICS & LINK EXPLORERS (OSE, MAJESTICSEO & AHREFS) TO IDENTIFY THE MOST LINKED & SHARED
CONTENT IN EACH INTERNATIONAL MARKET & INDUSTRY
USE FOLLOWERWONK, TOPSY & BUZZSUMO TO IDENTIFY LOCAL INDUSTRY INFLUENCERS IN SOCIAL NETWORKS AND BUILD
RELATIONSHIPS WITH THEM
international seo at #searchlove by @aleyda from @woorank
USE FOLLOWERWONK, TOPSY & BUZZSUMO TO IDENTIFY LOCAL INDUSTRY INFLUENCERS IN SOCIAL NETWORKS AND BUILD
RELATIONSHIPS WITH THEM
international seo at #searchlove by @aleyda from @woorank
NATIVE SUPPORT IS A MUST TO CONNECT WITH YOUR LOCAL AUDIENCE & BECOME AN AUTHORITY, BEING A FOREIGN BRAND. JUST REMEMBER TO
RESPECT LOCAL TRADITIONS TOO.
international seo at #searchlove by @aleyda from @woorank
THE GOOD NEWS IS THAT NON-ENGLISH SPEAKING MARKETS ARE USUALLY LESS COMPETITIVES, BUT LINK SPAM IS MORE COMMON. BE
CAREFUL WITH HURTING YOUR OTHER SITE VERSIONS!
international seo at #searchlove by @aleyda from @woorank
Just two more resources to help you...
international seo at #searchlove by @aleyda from @woorank
AN INTERNATIONAL SEO CHECKLIST
international seo at #searchlove by @aleyda from @woorank
international seo at #searchlove by @aleyda from @woorank
http://moz.com/blog/the-international-seo-checklist
AN INTERNATIONAL SEO CHECKLIST
AND A LIST WITH +40 INTERNATIONAL SEO TOOLS
international seo at #searchlove by @aleyda from @woorank
international seo at #searchlove by @aleyda from @woorank
http://moz.com/blog/40-plus-tools-to-advance-your-international-seo-process
AND A LIST WITH +40 INTERNATIONAL SEO TOOLS
LET’S GO ABROAD Now you’re ready to face these International SEO challenges
international seo at #searchlove by @aleyda from @woorank
international seo at #searchlove by @aleyda from @woorank
THANK YOU Do you have any questions?
international seo at #searchlove by @aleyda from @woorank
FIND HERE THE AWESOME TUBE MAP UNDER CREATIVE COMMONS
http://www.flickr.com/photos/anniemole/313981428/