International SEO – Adobe AEM MultilingualEli Schwartz

October 8, 2015

SurveyMonkey Is the World’s #1 Survey Platform

2

3MSurvey responses are generated daily

17KNew sign-ups daily

90MUnique visitors every month

“SurveyMonkey turns online surveys into a hot business.”

“One of the hottest startupsto watch.”

Non-Profit27%

Personal1%

Education21%

Govt.9%

For-Profit42%

We Have 20+ Million Registered Users of All Types

99% of the Fortune 500

Get the Information You Need to Inform Key Decisions

Measures brand perception to inform marketing strategies

Understands shifting customer tastes to guide product development

Measures Net Promoter Score to improve the flight experience

Tracks satisfaction ofin-home service offerings with customer surveys

Boosts employee satisfaction with regular surveys

Collects information from site visitors to improve sales materials

Improves product with customer feedback

Collects employee feedback to increase training effectiveness

Understand Customers Understand Employees

Growth Is on a Global Scale

English

Português

TürkçeItaliano

Français

DanskDeutsch

Nederlands

Norsk Svenska

Suomi

Русский

Русский한국어中文 (繁體 )

Español

SEO is a big part of any international strategy

Internet growth around the world

Languages around the world

87%

13% English (Primary & Secondary)

Everything else

Google?

Bing? English is only the 3rd most popular language

Massive disparity = Big opportunity

15x!

Most important thing you will ever hear about Google and SEO

It’s all about intent!

USUK

How does google interpret queries?

Real world examples

Google is creepy

Global results you see are not real

Google is local

Results are local

But not necessarily outside of the USA

Indonesian Results in Malaysia

Capitalize on the opportunity

Digitize and Translate Everything

Translations must be in-text

Avoid Google Translate as your primary tool

But use it…Begrudgingly ..

Discover who else is REALLY ranking

…And copy them

Use local signals

No Singapore Shipping

• Keyword density• Exact keyword matches

PluralizationSynonymsPhrase order matching

• Duplicate content

English

German

Same language different meanings: “Char”

Quebec France

It’s not just international: Pop vs Soda

Even within one country we have different ways of referring to the same exact thing

Don’t just translate

Some international keyword tools

A few more things

Links?

Don’t stop the roadmap for Mobile SEO

Transliterate your brand

Auto-targeting

• Leave an escape option if

the targeting is wrong

• Send users to an an actual

URL – don’t just proxy

content

• Googlebot will always be in

the US

• Ensure there are links for the

bot to find international

content

• ccTLD is the best but not popular• Subdirectory is next best• Avoid subdomains

Domain structure

Use surveys for quick local content & links

Any questions?elis@surveymonkey.com Add me on LinkedInTwitter: @5le