The key ingredients for international SEO success MKTFest

Finding the right ingredients to Conquer International Search Markets can be tough…#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI... #INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM

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The Key Ingredients for International SEO Success in Competitive Countries

#INTERNATIONALSEO AT #MKTFEST BY @ALEYDA FROM @ORAINTI

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Ahoj Brno

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Finding the right ingredients to Conquer International Search Markets can be tough…

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But we have Google’s Best Practices Recipes don’t we?

https://support.google.com/webmasters/answer/182192?hl=en

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Is it worthy to enable a ccTLD or a geolocalized sub-directory is enough?

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Is it worthy to enable a ccTLD or a geolocalized sub-directory is enough?

Depends

on your current configuration &

your market search

results &

competitors

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How you do you connect with foreign

users & compete with local brands?

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How you do you connect with foreign

users & compete with local brands?

Depends

on the cultural preferences &

characteristics of your audience &

competitors

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How do you avoid ending up with too many international versions you can’t maintain?

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How do you avoid ending up with too many international versions you can’t maintain?

Depends on the validation of each market potential and avoiding the non-

viable ones

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How you do you rank in competitive markets if you’re starting from scratch?

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How you do you rank in competitive markets if you’re starting from scratch?

Depends

on your initial SEO status, your authority & how optimized your competitors are

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Yikes! They’re not necessarily that helpful with your “personalized” needs

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Stop acting like a COOK

& become a CHEF, to

create your own recipes… you need to

know the ingredients

well first though

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Let’s go through the main Ingredients to solve these issues by creating your own

successful International SEO recipes

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Selecting The International Markets w/ the Highest Potential

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Don’t rely exclusively in completely automatized tools

to validate the potential of international markets

UPS!

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Identify the top country markets in your industry that

you’re still not targeting & their search traffic share

Use SimilarWeb

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Which countries have the highest search traffic volume?

Which are the top keywords & competitors?

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Which of these are already being leveraged by your

competitors? How are they performing for them?

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You can use SEMrush, Sistrix or SearchMetrics

alternatively to verify this too

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… and how you’re already performing for these markets

even if you’re still not targeting them?

This will

be your starting point

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Verify the traffic trend, used devices,   ranked keywords, pages & conversion performance

Use Google Analytics &

Search Console

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Expand the keywords with a research  

to identify search patterns & opportunities

Use KeywordTool.io

& KWFinder along Google’s tools to validate volume

& trends

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Assess the Top International Country Markets with 

the identified data to prioritize them

Other   Traffic   Drivers

Keywords

Organic Search Traffic Volume &

Share

COUNTRY

CURRENT ORGANIC SEARCH TRAFFIC

COMPETITION

LEVEL

SEARCH VOLUME OPPORTUNITY

SEARCH TREND IN MARKET

SEARCH ENGINE USED SPAM LEVEL

UK 100 per month High 500,000 searches per month Positive Google Low Spain 50 per month Medium 300,000 searches per month Positive Google Medium

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Verify if there’s enough organic search traffic to

compensate profitable Web operations

Cost of international Web project

Number of Conversions for 

a break-even = Average conversion value

No of Conversions for Break-even

Number of visits for a  

break-even = Average Conversion Rate

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Use the International ROI calculator to make it easier

http://www.aleydasolis.com/en/

international-seo-tools/roi-calculator/

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It’s time to make a decision regarding the  

International search markets to target

>

Your International traffic potential Visits & Conversions for a break-even

Continue with the international

Web & SEO project

Might be too early

Buy & secure your ccTLDs for future activity

For most important countries

Create a pilot project prioritizing main pages

Create custom alerts

in GA

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Say Goodbye to Non-Beneficial

International Web Versions!

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Establishing in your selected markets with the right International targeting

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Should your target countries or languages with  

your International Web Presence?

Is location a factor that influence your Web operations?

Is there enough traffic & conversions

to target each country?

Language Targeting

Country Targeting

You can start with

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Should your target countries or languages with  

your International Web Presence?

VS

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International Targeting Web Structure Alternatives

FOR COUNTRY TARGETING

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* Ideal alternative to geolocate if competition is not too high

* Require more technical resources

* Require more efforts to grow popularity

* Require less technical resources

* Require less efforts to grow popularity 

* More chances to get all versions penalized if something goes bad

* More efforts to geolocate

* Better than sub-directories to organize larger & more complex sites 

* More efforts to geolocate

* Require less technical resources

* Require less efforts to grow popularity 

* Deeper url structure

* More chances to get all versions penalized if something goes bad

* shorter URL structure which can be better for larger sites

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Be careful when “mixing” the different Web structures

This is a subdomain, not really a ccTLD, doesn’t have its benefits and all the cons! Better to use

linet.co.uk

The additional /ru/

subdirectory is not needed if you’re already using a ru

ccTLD

UPS!

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Or overlapping them! Remember that “continent”  

or “zone” targeting is not supported by Google

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It’s not recommended to use parameters for

language or country targeting

You’ll have issues to Geolocate

UPS!

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… as well as not recommended to use scripts &

cookies to show all versions in the same URLs

UPS!

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Verify which extensions are treated as generic

https://support.google.com/webmasters/answer/1347922?hl=en

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If you’re using sub-directories or sub-domains to country

target, register & geolocate in the Search Console

This is only enabled for gTLDs not already geolocalized

ccTLDs

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Take into consideration which Web structures  

are used by top sites in the market

TRAVEL IN CZECH REPUBLIC

TRAVEL IN THE UK

Most of

gTLDs

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The extensions of pages ranking for the most popular

terms in your international industries

In certain countries

a ccTLD &

local IP will

be much more important

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As well as their level of authority vs yours

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You can use these tools to verify international results

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No more erroneous international

target

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Successfully configuring your

site to Rank for its Target

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Localize your Web Content & Overall Web Experience

with the Relevant Language & Targeted Keywords

Meta Description

Don’t leave your URLs

in English always,

latinized languages if needed

UPS!

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Remember that although language might be the   same terms could be different and should be localized

Podés

Creá

Registrate Creá

UPS!

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Not only the content, but also the design;  

based on local preferences Like this…

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So if you have the exact same design you might want

to analyze local competitors & audiences preferences

Republic

VS

UPS!

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Native language is key for research, content

development and on-going support

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You should also indicate your international targeting

with the meta & html lang tag

http://bit.ly/binglang

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As well as to specify them by implementing hreflang

annotations in each one of your pages

http://bit.ly/hreflangannotations

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There are 3 ways to include it, but the best is directly

into the HTML inside the <head>

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But what if there are too many of them? Include only

the necessary ones checking traffic misalignment

Other countries organic search traffic & visibility in

UK site

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Beware of including incorrect hreflang values…

It’s not “en-uk”

but “en-gb” to specify English in

the UK

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Mapping to non-existing or mistaken URLs…

An absolute URL without the “http://“

An English value added to the Spanish Home Page Version

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Not mapping back between URLs…

The English version home page

points to the Brazilian one, but this

doesn’t add its

tags back

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… And remember to be consistent with your targeting

UPS!

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Avoid hreflang annotations issues by using the

hreflang tag generator tool

http://www.aleydasolis.com/en/international-seo-tools/hreflang-tags-generator/

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If you decide to add them in XML sitemaps use these

generators to facilitate the implementation

http://bit.ly/hreflangsitemap

Make Sure to Consolidate the XML sitemaps in

one file to better monitor

them

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Google Search Console will warn you about hreflang

errors they identify

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But you should directly validate their implementation

by using an SEO crawler

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

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Some of them directly verifies hreflang tags without

requiring any further configuration

onpage.org

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Avoid automatic redirects based on user IP or browser

language with potential crawling issues…

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…or backlash from your users from assuming too much

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The same with intrusive pop-ups or overlays

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It’s better to suggest the appropriate version to your

users, in case they don’t land in it

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No more non-relevant international Web versions!

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Connecting & growing your

authority with your international audience

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Identify the characteristics of the links & mentions you need to grow your authority vs your competitors

Popular Topics

Traffic Channels Characteristics

Audience share behavior

& search seasonality

Local Influencers &

Top Referrers

Popular Content Characteristics

Local Competitor Authority Profile

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What’s the gap from an authority perspective with

your international competitors?

There are foreign markets where local &

multinational players do not have a high level of authority (or optimization) necessarily, which you

can profit from

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Identify your International audiences preferences:

What content do they prefer?

www.buzzsumo.com

www.cognitiveseo.com

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Which are their favorite social networks and how do

they share?

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Which other sites do they visit?

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Who are the influencers there to connect with  

and how do they share?

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Which relevant & authoritative local sites could you

outreach to collaborate?

www.kerboo.com

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www.kerboo.com

Which relevant & authoritative local sites could you

outreach to collaborate?

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Identify seasonality, local festivities, news & trends

that you can leverage

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Use this to develop & promote your content & overall

brand presence in the new markets

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They can do it, and you too!

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They can do it, and you too!

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Forget about low  International Authority

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It’s time to create your own

successful International SEO

Recipes with these ingredients

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Díky! Dotazy?

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