taking your international seo to the next level at #smxparis

#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

taking your international seo to the next levelsucceeding abroad in competitive industries

SALUT PARIS



ALEYDA SOLIS !

INTERNATIONAL SEO CONSULTANT !

+7 YEARS EXPERIENCE IN EUROPEAN, AMERICAN AND LATAM SEO PROJECTS

!

FOUNDER OF ORAINTI INTERNATIONAL SEO CONSULTANCY

LET’S DO INTERNATIONAL SEO



the formula is 50% of your current seo + 25% new web structure + 25% new language, right?

easy! it’s just about extrapolating what you have, but in another cctld


what? one does not simply extrapolate & “succeed” at international seo!

don’t fool yourself!


international seo is a bit like football


you can’t compete internationally by relying on just one star player tactic

we duplicated the content and placed it in different cctlds, but it

didn’t worked!

you can’t compete internationally by relying on just one star player tactic

we duplicated the content and placed it in different cctlds, but it

didn’t worked!


zalando.fr

google.be

COUNTRY MISALIGNMENT

ISSUES

take a look at this example

http://zalando.fr

http://google.be


succeeding in football international seo requires a full & multidisciplinary team effort, ESPECIALLY IN COMPETITIVE MARKETS

i’m the international link builder

i optimized the international web structure

i localized all the content

succeeding in football international seo requires a full & multidisciplinary team effort

i’m the international link builder

i optimized the international web structure

i localized all the content


PIXMANIA.es

MEDIAMARKT.es

google.es

LOCALIZED, ALIGNED & POPULAR

AMAZON.es

here’s how to do it

http://PIXMANIA.es

http://MEDIAMARKT.es

http://google.es

http://AMAZON.es


to win in competitive international markets you need a FULL strategic approach


FROM an OPTIMIZED defense international web structure


to a proactive FORWARD INTERNATIONAL LINK BUILDING CAMPAIGN


PASSING BY AN EFFECTIVE midfield LOCALIZED & RELEVANT CONTENT


develop your international web

popularity

3create & optimize

localized content searched by your

international audience

2optimize your

international Web structure

1

let’s go through the process


optimize your international web structure1


identify & validate your international web targeting: language vs. country

country targeting

chile

mexico

english

english

language targeting


here’s a country targeted website


and here’s a language targeted one


which criteria you should use to select your international targeting?


take also into consideration your resources restrictions & requirements

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


select the best web structure based on your international targeting

VS


country target: cctlds vs. sub-directories vs. sub-domains

BEST TO GEOLOCATE. HARDER TO BUILD POPULARITY

SUITABLE WITH GTLDS. BEST TO LEVERAGE MAIN DOMAIN POPULARITY. CAN BE GEOLOCATED.

SUITABLE WITH GTLDS. BEST FOR SITE WITH A HIGH VOLUME OF PAGES. CAN BE GEOLOCATED.


LANGUAGE target: sub-directories vs. sub-domains

BEST IF YOUR CONTENT VOLUME IS NOT HIGH AND NOT SO MANY LINK BUILDING RESOURCES

BEST TO INDEX MORE CONTENT, AVOID ADDING MORE DEPTH TO YOUR WEB STRUCTURE AND HAVE RESOURCES FOR LINK BUILDING


AVOID SHOWING YOUR INTERNATIONAL CONTENT IN THE SAME URL, USING SCRIPTS


or using urls with parameters, leaving the urls in the initial language


optimize all of your web experience with the right language & terms


and remember to translate the urls


detect & recommend the appropriate version based on ip or browser language


always test interstitials & automatic redirects, to avoid crawling issues


and potentially assuming too much about the visitor


use screaming frog, deep crawl, strucr crawlers to check this

http://www.screamingfrog.co.uk/seo-spider/



AVOID RESULTS MISALIGNMENTS BY SpecifyING the language and country OF YOUR INTERNATIONAL WEB VERSIONS using hreflang annotations


but make sure to include the right language & country code to hreflang tags

http://nerdydata.com/

http://nerdydata.com/


*OUCH* careful there!


refer to google’s specification when implementing the hreflang tags

https://support.google.com/webmasters/answer/189077?hl=en

https://support.google.com/webmasters/answer/189077?hl=en


use the hreflang tag generator tool and validator to verify them

http://www.internationalseomap.com/hreflang-tags-generator/

http://flang.dejanseo.com.au/

http://www.internationalseomap.com/hreflang-tags-generator/

http://flang.dejanseo.com.au/


OR USE SEO CRAWLERS TO CHECK ITS USAGE TOO




YOU CAN ALSO INCLUDE THE HREFLANG ANNOTATIONS IN XML SITEMAPS & USE THE MEDIA FLOW TOOL TO GENERATE THEM

http://www.themediaflow.com/tool_hreflang.php

http://www.themediaflow.com/tool_hreflang.php


use the html lang, content language meta tags & http headers to specify your language too… making sure you’re featuring the right code

http://www.w3schools.com/tags/ref_language_codes.asp

http://www.w3schools.com/tags/ref_language_codes.asp


IF YOU’RE NOT USING A CCTLD FOR COUNTRY TARGETING, YOU SHOULD GEOLOCATE EACH OF YOUR INTERNATIONAL WEB VERSIONS WITH THE SEARCH ENGINE WEBMASTER TOOLS


use a proxy software or a google search international switcher TO VALIDATE THAT EACH OF YOUR INTERNATIONAL WEB VERSIONS ARE CORRECTLY SHOWN IN SERPS

http://isearchfrom.com/

https://www.hidemyass.com/

http://isearchfrom.com/

https://www.hidemyass.com/


BY FOLLOWING THE PREVIOUS RECOMMENDATIONS YOU will minimize international search results alignment issues

http://semrush.com/

http://semrush.com/


create localized, optimized content 2


remember that your international audience, although speaking the same language might not use the same terms


it’s fundamental that you develop a keyword research for each one of your international web audiences, even if they speak the same language

search volume,

seasonality & competition

current rankings &

content existence

industry keyword

suggestions

competitors keywords

performance

current keywords &

content performance

business goals, volume &

profitability

your prioritized

keywords and topics

relevance & intent


you can start by identifying the queries already giving you visibility from these international markets with your webmaster tools


expand and validate each of the keywords ideas, search volume and trend using keywords tools supporting international search

http://keywordtool.io/ http://semrush.com/

http://keywordtool.io/

http://semrush.com/


you should use the specifically relevant & popular terms in each international market to optimize your content otherwise you won’t be found


make sure that all of your content is also always aligned with the right international audience


and avoid the temptation to automatically translate the content or use google’s keyword market finder, as THESE ARE not completely accurate

otherwise you might end up alienating your international audience with basic language mistakes



*OUCH* careful there!


you’ll need native language support to succeed IN international seo

were you looking for a football player or it was a soccer one?


develop your international web popularity3


you should build links for your foreign markets and the best way to do it is by connecting, promoting and earning from your audience


identify who are your new competitors in each of your international markets, their behavior, current rankings & content offering

http://www.similarweb.com/

http://www.similarweb.com/


use similarweb and semrush to identify this data

http://www.semrush.com/

http://www.semrush.com/


research the link popularity & sources of your international search competitors by using open site explorer and majesticseo

http://opensiteexplorer.org/

https://www.majesticseo.com/

http://opensiteexplorer.org/

https://www.majesticseo.com/


validate the level of authority of your competitors, the volume & quality of links they have needed to rank where they are

http://explorer.cognitiveseo.com/

http://explorer.cognitiveseo.com/


verify which has been the most shared content from your competitors in social networks and who have shared them

https://socialcrawlytics.com/

https://socialcrawlytics.com/


check the overall most popular content about those topics in social networks to get additional ideas of what your international audience likes

http://buzzsumo.com/

http://buzzsumo.com/


identify the most important influencers within your community and connect with them, as they can amplify and distribute your content

http://tribalytics.com/

http://www.twtrland.com/

http://tribalytics.com/

http://www.twtrland.com/


with this information you’ll know the volume and quality of links you need, which are the topics to create content and who you should promote it to

send it, I will share it with my followers and publish about it

in my blog


start creating content (text, videos, offers) based on the identified patterns and promote it consistently with your influencers & community

http://www.socialseeder.com/

http://www.socialseeder.com/


it’s about connecting with your audience! making the most out of their cultural characteristics & situation


now you’re ready to do international seo in competitive markets! But before going, take a look at these tools that will surely help you

just one more thing…


with these additional resources you’ll have extra support to advance faster

http://moz.com/blog/40-plus-tools-to-advance-your-international-seo-process

http://moz.com/blog/40-plus-tools-to-advance-your-international-seo-process


it’s now your time to become a star in football your international search markets

allons-y!


merci! avez vous des questions?


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Photos under creative commons

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https://www.flickr.com/photos/s3a/5063953857/

https://www.flickr.com/photos/gray_macbook/3203570191/

http://www.flickr.com/photos/traveller_40/7850508848/

http://www.flickr.com/photos/bonitas/184002359/

https://www.flickr.com/photos/polubeda/6553513963/

https://www.flickr.com/photos/taylormiles/1047043772/

https://www.flickr.com/photos/easportsfifa/6542872113/

https://www.flickr.com/photos/isobrown/6286522213/

https://www.flickr.com/photos/calciostreaming/11145523936/

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https://www.flickr.com/photos/chiky/8050013841/

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taking your international seo to the next level at #smxparis

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