3 steps to establish a successful international digital marketing process

#internationalstrategy for #mnsummit by @aleyda from @oraintiWHICH COUNTRY OR LANGUAGE SHOULD YOU TARGET?... #internationalstrategy for #mnsummit by @aleyda from @orainti1 START BY VALID

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#internationalstrategy for #mnsummit by @aleyda from @orainti

How to Effectively Establish & Run a Successful

International Digital Marketing Strategy

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HELLO #MNSUMMIT

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@aleyda +aleydasolis

SEO

I’M ALEYDA SOLIS

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GOING INTERNATIONAL MIGHT BE KEY TO EXPAND YOUR ONLINE BUSINESSES BUT CAN BE COMPLEX

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WHICH COUNTRY OR LANGUAGE SHOULD YOU TARGET?

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HOW DO YOU CONNECT WITH YOUR NEW AUDIENCE?

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HOW DO YOU DO IF YOU DON’T SPEAK THE LANGUAGE?

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HOW DO YOU IDENTIFY YOUR LOCAL COMPETITORS?

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WHICH WEB PLATFORMS ARE POPULAR TO TARGET?

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STEPS TO ESTABLISH A SUCCESSFUL

INTERNATIONAL DIGITAL STRATEGY

3

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1

START BY VALIDATING THE POTENTIAL TRAFFIC &

PROFITABILITY OF YOUR VIABLE INTERNATIONAL MARKETS

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THE GOAL IS TO MAKE YOUR INTERNATIONAL WEB

PRESENCE PROFITABLE

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VALIDATE YOUR COMPANY’S INTERNATIONAL WEB OPERATIONS VIABILITY FROM A BUSINESS PERSPECTIVE

Web   Goal

Business Model

Company   Operations  Web Content &

Development

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IDENTIFY YOUR CURRENT SITE BEST   PERFORMING COUNTRIES AND LANGUAGES

which are the top countries &

languages from a traffic &

conversions perspective?

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ANALYZE YOUR CURRENT INTERNATIONAL TRAFFIC

BEHAVIOR PER CHANNEL

which are the top countries &

languages from a traffic &

conversions perspective?

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AS WELL AS YOUR YOUR ORGANIC SEARCH VISIBILITY  

PER COUNTRY

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CHECK WHICH ARE THE TOP CURRENT INTERNATIONAL

MARKETS FOR YOUR COMPETITORS

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AND THE OVERALL TOP COUNTRY MARKETS  

FOR YOUR INDUSTRY

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YOU CAN NOW CHOOSE THOSE TOP INTERNATIONAL  

COUNTRY & LANGUAGE MARKETS TO ASSESS

Referrers

Seasonality

& Trend

Traffic   volume per Channel

Keywords

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IDENTIFY THE POTENTIAL TRAFFIC PER CHANNEL FOR  

EACH COUNTRY

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YOUR MOBILE TRAFFIC, SEASONALITY & TREND

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… THE MORE SOURCES YOU USE TO VALIDATE, THE BEST!

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VERIFY IF THERE’S ENOUGH TRAFFIC TO ESTABLISH

PROFITABLE WEB OPERATIONS

Cost of international Web project

Number of Conversions for 

No of Conversions for Break-even

Number of   visits for a  

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USE THE INTERNATIONAL ROI CALCULATOR TO MAKE IT

EVEN EASIER

http://www.internationalseomap.com/roi-calculator/

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IT’S TIME TO MAKE A DECISION REGARDING THE

INTERNATIONAL 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

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NEVER RELY EXCLUSIVELY IN AUTOMATIZED TOOLS

TO DO THIS FOR YOU… YOU NEED TO VALIDATE!

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USE TRANSLATION SUPPORT TOOLS ALONG TRANSLATORS OR NATIVE SPECIALIZED SPEAKERS

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BE AWARE THAT THEY WILL BE REQUIRED FOR THE

ON-GOING ONLINE MARKETING PROCESS

KEYWORD

RESEARCH

CONTENT DEVELOPMENT

SOCIAL &

COMMUNITY MANAGEMENT

ADS &

CAMPAIGNS SUPPORT

CUSTOMER SUPPORT

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BY TAKING ALL THESE CRITERIA INTO CONSIDERATION

YOU’LL HAVE HIGHER CHANCES OF ESTABLISHING A

PROFITABLE INTERNATIONAL WEB PRESENCE

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2

ESTABLISH YOUR INTERNATIONAL TARGETING &  

OPTIMIZE YOUR ONLINE EXPERIENCE FOR IT

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THE GOAL IS TO EFFECTIVELY TARGET YOUR WEB

PRESENCE TO YOUR INTERNATIONAL AUDIENCE

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SHOULD YOU TARGET COUNTRIES OR LANGUAGES  

WITH YOUR 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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HERE’S A LANGUAGE VS COUNTRY TARGETING EXAMPLE

VS

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CHOOSE YOUR INTERNATIONAL WEB STRUCTURE

ACCORDING TO YOUR TARGETING & COMPETITORS

ccTLDs

Sub-Directories

Sub-Domains

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WARNING! DON’T USE PARAMETERS TO ENABLE THEM

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BEWARE OF USING COOKIES OR SCRIPTS SHOWING DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE

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BEWARE OF USING COOKIES OR SCRIPTS SHOWING DIFFERENT INTERNATIONAL VERSIONS IN THE SAME PAGE

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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

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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 THEM

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FOR LANGUAGE TARGETING

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FOR LANGUAGE TARGETING

* 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

Sub-directories

Sub-domains

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FOR EXAMPLE

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BESIDES WEB STRUCTURES PROS & CONS,   VERIFY THE ONES USED BY THE TOP SITES OF THE MARKET

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AND THE PAGES RANKING FOR THE MOST POPULAR TERMS

YOU’LL NEED TO COMPETE WITH THEM!

South African ccTLDs in Australian SERPs?

And these Spanish ccTLDs

in Argentinian

SERPs?

“CAR HIRE SOUTH AFRICA” FROM AUSTRALIA “COMPRAR IPHONE” FROM ARGENTINA

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ONCE YOU CHOOSE YOUR TARGETING IT’S A MUST  

TO BE CONSISTENT TO PROVIDE THE BEST EXPERIENCE

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1 2

3 4

7

Title & Meta Description URLs

Phone, delivery info, currency

Menu & navigation elements

5 Headings

Price

6 Images ALT description

LOCALIZE YOUR WEB CONTENT & OVERALL EXPERIENCE

WITH THE TARGETED KEYWORDS & PRODUCTS

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EVEN IF THEY’RE IN THE SAME LANGUAGE

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ALSO FROM A DESIGN & BRANDING PERSPECTIVE

VS

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AS WELL AS INDICATING YOUR INTERNATIONAL TARGETING WITH THE META AND HTML LANG TAG

http://bit.ly/binglang

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AND WITH HREFLANG ANNOTATIONS!

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http://bit.ly/googlehreflang

BE CAREFUL WITH USING INCORRECT VALUES

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INCLUDING NON-RELEVANT OR MISTAKEN URLS

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OR NOT ADDING THE RETURN TAGS

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http://bit.ly/hreflangsitemap

YOU CAN ALSO INCLUDE HREFLANG IN SITEMAPS…

BUT DO IT ONLY WHEN YOU CAN’T IN THE HTML

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USE THE HREFLANG GENERATOR TO AVOID HREFLANG

ERRORS

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

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GOOGLE WEBMASTER TOOLS WILL WARN  

ABOUT SOME OF THEM

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

BUT YOU SHOULD VALIDATE YOURSELF BY USING  

AN SEO CRAWLER THOUGH

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onpage.org

ONPAGE.ORG HAS ALSO AN IN-DEPTH INTERNATIONAL  

& TRANSLATION REPORT

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DON’T FORGET ABOUT THE URLS, ALTHOUGH BEWARE

OF IDNS & NON-LATIN CHARACTERS IN URLS

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DO THE SAME WITH ALL YOUR ONLINE PRESENCE!  

NOT ONLY WITH YOUR SITE

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EVEN IF IT’S NOT THAT STRAIGHT-FORWARD OR FREE…

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THERE ARE ALWAYS WORK-AROUNDS

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BE CAREFUL ON ASSUMING TOO MUCH ABOUT YOUR  

USERS INTERNATIONAL TARGETING THOUGH…

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IT’S BETTER TO SUGGEST YOUR INTERNATIONAL VERSIONS

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REMEMBER THAT INTERSTITIALS ARE INTRUSIVE &  

MIGHT CAUSE CRAWLING ISSUES TOO

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IF YOU FOLLOW THESE TIPS YOU SHOULD BE ABLE TO

EFFECTIVELY TARGET TO YOUR INTERNATIONAL

AUDIENCE

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3

UNDERSTAND & INCREASE YOUR POPULARITY  

AMONG YOUR INTERNATIONAL AUDIENCE

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THE GOAL IS TO CONNECT WITH YOUR INTERNATIONAL

AUDIENCE AND GROW YOUR AUTHORITY

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START BY IDENTIFYING TOP SOCIAL NETWORKS, ORGANIC &

PAID SEARCH TRAFFIC SOURCES & TRAFFIC REFERRERS

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RELEVANT COMPETITORS & KEYWORDS USED AMONG

YOUR AUDIENCE

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POPULAR ORGANIC SEARCH TERMS TREND & 

COMPETITION LEVEL OVER TIME

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WHICH ARE THE MOST LINKED PAGES (AND CONTENT) OF

YOUR COMPETITORS…

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THE MOST POPULAR AND HIGHLY SHARED TOPICS,

IDENTIFYING WHERE AND WHO SHARED THEM

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AS WELL AS THE CONTENT CHARACTERISTICS PER NETWORK

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WHICH ARE THE RELEVANT & AUTHORITATIVE SITES THAT

YOU CAN OUTREACH PER COUNTRY & LANGUAGE

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POPULAR TOPICS &

KEYWORDS

TRAFFIC CHANNELS CHARACTERISTICS

AUDIENCE SHARE

AND SEARCH BEHAVIOR

LOCAL INFLUENCERS

& TOP REFERRERS

WITH ALL THIS YOU CAN ESTABLISH A CONTENT, SOCIAL &

LINK BUILDING STRATEGY FOR YOUR TARGET MARKETS

POPULAR CONTENT CHARACTERISTICS

LOCAL COMPETITORS

PROFILE

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BY BECOMING A REAL LOCAL PLAYER!

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WITH INCREASING AND ULTIMATELY, PROFITABLE RESULTS

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THANKS! DO YOU HAVE ANY QUESTIONS?

NOW IS YOUR TIME

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