Taking your international SEO to the next level

#internationalseo at #SMXPARIS 2014 by @aleyda from @oraintitaking your international seo to the next level succeeding abroad in competitive industries... #internationalseo at #SMXPARIS

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

taking your international seo to the next level

succeeding abroad in competitive industries

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SALUT PARIS

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LET’S DO INTERNATIONAL SEO

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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

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

don’t fool yourself!

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international seo is a bit like football

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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!

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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

ISSUES

take a look at this example

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succeeding in football international seo requires  

a full & multidisciplinary team effort, ESPECIALLY IN COMPETITIVE MARKETS

i’m the international link

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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

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

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FROM an OPTIMIZED defense international web structure

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to a proactive FORWARD INTERNATIONAL LINK BUILDING CAMPAIGN

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PASSING BY AN EFFECTIVE midfield LOCALIZED & RELEVANT CONTENT

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develop your international web

popularity

3

create & optimize localized content searched by your international

audience

2

optimize your international Web

structure

1

let’s go through the process

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identify & validate your international web targeting: language vs country

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here’s a country targeted website

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and here’s a language targeted one

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which criteria you should use to select your international targeting?

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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

CONSTRAINTS

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select the best web structure based on your international targeting

VS

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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

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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

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

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

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

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and remember to translate the urls

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

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always test interstitials & automatic redirects, to avoid crawling issues

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and potentially assuming too much about the visitor

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

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

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AVOID RESULTS MISALIGNMENTS BY SpecifyING the language and country  

OF YOUR INTERNATIONAL WEB VERSIONS using hreflang annotations

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

http://nerdydata.com/

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*OUCH* careful there!

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refer to google’s specification when implementing the hreflang tags

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

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use the hreflang tag generator tool and validator to verify them

http://www.internationalseomap.com/

hreflang-tags-generator/

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

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OR USE SEO CRAWLERS TO CHECK ITS USAGE TOO

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

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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

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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

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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

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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/

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BY FOLLOWING THE PREVIOUS RECOMMENDATIONS YOU will minimize  

international search results alignment issues

http://semrush.com/

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

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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

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you can start by identifying the queries already giving you visibility  

from these international markets with your webmaster tools

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

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

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make sure that all of your content is also always aligned  

with the right international audience

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

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

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*OUCH* careful there!

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

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

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you should build links for your foreign markets and the best way to do it  

is by connecting, promoting and earning from your audience

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identify who are your new competitors in each of your international  

markets, their behavior, current rankings & content offering

http://www.similarweb.com/

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use similarweb and semrush to identify this data

http://www.semrush.com/

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research the link popularity & sources of your international search

competitors by using open site explorer and majesticseo

http://opensiteexplorer.org/

https://www.majesticseo.com/

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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/

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

https://socialcrawlytics.com/

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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/

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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/

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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

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start creating content (text, videos, offers) based on the identified patterns

and promote it consistently with your influencers & community

http://www.socialseeder.com/

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it’s about connecting with your audience!  

making the most out of their cultural characteristics & situation

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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…

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

advance-your-international-seo-process

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http://moz.com/blog/40-plus-tools-to-#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti

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

your international search markets

allons-y!

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merci! avez vous des questions?

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!

https://www.flickr.com/photos/seven13avenue/2768996935/ https://www.flickr.com/photos/oblongpictures/4632596668/

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

https://www.flickr.com/photos/gray_macbook/3203570191/ https://www.flickr.com/photos/nukamari/6962762373/ http://www.flickr.com/photos/traveller_40/7850508848/

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