How to succeed at real international SEO scenarios

Here’s what I’ve learnedafter +5 years of International SEO successes & failures MY NAME IS ALEYDA SOLIS, INTERNATIONAL SEARCH MARKETER, HEAD OF DIGITAL STRATEGY AT WOORANK international

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How to succeed at real (not ideal) International SEO scenarios

international seo at #searchlove by @aleyda from @woorank

From Unknown Foreigner to Local Star

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Raise your hand

if you have International SEO experience

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Raise your hand

if you have SUCCESSFUL International SEO experience

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Going International

NOM NOM NOM!

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Going International

requires a LOCALIZED approach

DO I LOOK LIKE A NATIVE NOW?

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Here’s what I’ve learned

after +5 years of International SEO successes & failures

MY NAME IS ALEYDA SOLIS, INTERNATIONAL SEARCH MARKETER, HEAD OF DIGITAL STRATEGY AT WOORANK

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Challenge No 1: Your International Strategy

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WHY DID YOU BUILT THEM THEN?

“We don’t have enough

resources to update all of

our International sites”

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DON’T TRY TO TARGET MORE THAN YOU CAN SUPPORT: PRIORITIZE

THE MOST BENEFICIAL INTERNATIONAL MARKETS & CONTENT

WITHIN THOSE MARKETS TO START WITH THEM

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USE YOUR WEB ANALYTICS TO IDENTIFY YOUR SITE INTERNATIONAL TRAFFIC

BEHAVIOUR: VISITS & CONVERSIONS VOLUME, TREND, RATE & TYPE PER

COUNTRY & LANGUAGE

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CHECK WITH YOUR WEBMASTER TOOLS WHICH QUERIES & PAGES BRING YOU

INTERNATIONAL SEARCH VISIBILITY PER COUNTRY, THEIR IMPRESSIONS,

CLICKS, CTR & POSITION OVER TIME

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IDENTIFY THE SEARCH VOLUME AND TREND OPPORTUNITY FOR THE

RELEVANT TERMS IN THE MOST IMPORTANT COUNTRY MARKETS USING

KEYWORD RESEARCH TOOLS

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IDENTIFY THE SEARCH VOLUME AND TREND OPPORTUNITY FOR THE

RELEVANT TERMS IN THE MOST IMPORTANT COUNTRY MARKETS USING

KEYWORD RESEARCH TOOLS

Suggestion Keyword FinderUSE THESE KEYWORD RESEARCH TOOLS

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DON’T RELY ON GOOGLE GLOBAL MARKET FINDER TO

IDENTIFY OPPORTUNITY, IT’S NOT ALWAYS ACCURATE

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WARNING: THEY LOOK SIMILAR

BUT ARE NOT THE SAME

NATIVE SUPPORT IS A MUST DURING ALL THE INTERNATIONAL SEO

PROCESS, EVEN AT THE START AND WHEN IT’S IN YOUR OWN

LANGUAGE BUT TARGETING TO OTHER COUNTRIES

“I’m going to check my diary”

“I’m going to check my agenda”

British English American English

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VALIDATE WHAT’S REQUIRED FROM A BUSINESS, TECHNICAL, CONTENT & LANGUAGE SUPPORT PERSPECTIVE TO OPERATE

IN THE IDENTIFIED TOP MARKETS

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

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WITH THE PREVIOUS DATA YOU CAN VALIDATE THE FEASIBILITY &

CALCULATE THE BREAK-EVEN POINT & EXPECTED ROI FOR EACH

MARKET, USING THE INTERNATIONAL SEO ROI CALCULATOR

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WITH THE PREVIOUS DATA YOU CAN VALIDATE THE FEASIBILITY &

CALCULATE THE BREAK-EVEN POINT & EXPECTED ROI FOR EACH

MARKET, USING THE INTERNATIONAL SEO ROI CALCULATOR

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

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REMEMBER THAT YOUR GOAL IS TO BE PROFITABLE: VALIDATE IF YOUR

INTERNATIONAL SEO PROJECT IS VIABLE AT THE MOMENT FOR THE

MOST IMPORTANT IDENTIFIED MARKETS

>

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

Continue with the internationaL SEO project Might be too early

1 Buy & secure your ccTLDs for future activity

2 Create custom alerts in Google Analytics for important countries

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Challenge No 2 - Your International Targeting

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“I want a Latin America

Version for my site”

YES, BECAUSE ALL LATIN AMERICA IS THE EXACT SAME RIGHT?

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IDENTIFY THE BEST INTERNATIONAL TARGETING FOR YOUR SITES,

ACCORDING TO YOUR OWN REQUIREMENTS & RESTRICTIONS

Is location a factor that influence your Web operations?

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A CRAWLABLE & CONSISTENT INTERNATIONAL WEB STRUCTURE IS

FUNDAMENTAL ALTHOUGH NOT ENOUGH TO AVOID

INTERNATIONAL SEARCH ALIGNMENT ISSUES

BETTER TO GEOTARGET

BETTER TO INHERIT POPULARITY

FROM EXISTENT SITE

BETTER FOR SITES WITH MORE CONTENT

BETTER TO INHERIT POPULARITY

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international seo at #searchlove by @aleyda from @woorankINTERNATIONAL SEARCH ALIGNMENT ISSUES MIGHT HAPPEN WITH

SITES IN THE SAME LANGUAGE TARGETING DIFFERENT COUNTRIES

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international seo at #searchlove by @aleyda from @woorankAND EVEN WITH SITES VERSIONS IN DIFFERENT LANGUAGES!

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international seo at #searchlove by @aleyda from @woorankAVOID MISALIGNMENTS BY INCLUDING HREFLANG ANNOTATIONS

SPECIFYING YOUR PAGES LANGUAGE & COUNTRY TARGETING

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international seo at #searchlove by @aleyda from @woorankTAKE A LOOK AT THE HREFLANG CASE STUDY THAT @SAURAVRIMAL

PUBLISHED AT THE SEER INTERACTIVE BLOG

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TAKE A LOOK AT THE HREFLANG CASE STUDY THAT @SAURAVRIMAL

PUBLISHED AT THE SEER INTERACTIVE BLOG

http://www.seerinteractive.com/blog/case-study-the-impact-of-hreflang-tag

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international seo at #searchlove by @aleyda from @woorankMAKE SURE TO USE THE RIGHT LANGUAGE & COUNTRY

SPECIFICATION IN YOUR HREFLANG TAGS

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USE THE HREFLANG TAG GENERATOR TOOL TO

CREATE YOUR HREFLANG ANNOTATIONS

SOON WITH SUPPORT TO MASSIVELY

GENERATE HREFLANG TAGS

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USE THE HREFLANG TAG GENERATOR TOOL TO

CREATE YOUR HREFLANG ANNOTATIONS

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

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international seo at #searchlove by @aleyda from @woorankYOU CAN ALSO USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO

GENERATE AN XML SITEMAP INCLUDING THE HREFLANG ANNOTATIONS

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http://www.themediaflow.com/resources/tools/href-lang-tool/

YOU CAN ALSO USE THE MEDIAFLOW HREFLANG SITEMAP TOOL TO

GENERATE AN XML SITEMAP INCLUDING THE HREFLANG ANNOTATIONS

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international seo at #searchlove by @aleyda from @woorankVALIDATE THE IMPLEMENTED HREFLANG ANNOTATIONS WITH

DEJANSEO HREFLANG VALIDATOR

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VALIDATE THE IMPLEMENTED HREFLANG ANNOTATIONS WITH

DEJANSEO HREFLANG VALIDATOR

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

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THERE ARE ALSO NEW WARNING MESSAGES FOR INCORRECT HREFLANG IMPLEMENTATIONS IN GOOGLE WEBMASTER TOOLS, AS THE

ONE RECEIVED BY GIANLUCA FIORELLI (HT @GFIORELLI1)

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IF YOU’RE COUNTRY TARGETING AND NOT USING A CCTLD:

GEOTARGET EACH SUB-DIRECTORY OR SUB-DOMAIN

WITH WEBMASTER TOOLS

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AVOID AUTOMATIC REDIRECTS THAT TAKE USERS WHERE THEY HAVEN’T

ASKED TO GO SUGGEST, BUT NOT USING INTERSTITIALS THEY’RE INTRUSIVE

AND MIGHT MESS WITH YOUR SITE CRAWLABILITY

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international seo at #searchlove by @aleyda from @woorankTAKE A LOOK AT HOW AMAZON DOES IT

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AND BE CAREFUL TO NOT MIX LANGUAGE WITH COUNTRY TARGETING,

YOU NEED TO BE CONSISTENT IN YOUR SITE CONTENT & FEATURES

showing a spaniard specific character in A “generic” spanish language version MIGHT NOT BE ATTRACTIVE FOR THE LATAM AUDIENCE

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Challenge No 3 - Your International Popularity

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“We’re so popular here

already, we just need to

extrapolate what we

have”

YES, I BET PEOPLE THERE LIKE THE EXACT SAME STUFF THAN US RIGHT?

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THEY’LL NEED TO REBRAND IF THEY LOOK TO TARGET AND CONNECT

WITH SPANISH SPEAKING AUDIENCE IN THE FUTURE (HT @ANILOPEZ)

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international seo at #searchlove by @aleyda from @woorankUSE THE CONSUMER BAROMETER & TNS DIGITAL LIFE TO BETTER

UNDERSTAND YOUR INTERNATIONAL AUDIENCE BEHAVIOUR

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http://www.consumerbarometer.com/

USE THE CONSUMER BAROMETER & TNS DIGITAL LIFE TO BETTER

UNDERSTAND YOUR INTERNATIONAL AUDIENCE BEHAVIOUR

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USE SIMILARWEB TO IDENTIFY THE TOP WEBSITES IN THE

DESIRED INDUSTRY AND COUNTRY

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http://www.similarweb.com/global

USE SIMILARWEB TO IDENTIFY THE TOP WEBSITES IN THE

DESIRED INDUSTRY AND COUNTRY

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USE BUZZSUMO, SOCIAL CRAWLYTICS & LINK EXPLORERS (OSE,

MAJESTICSEO & AHREFS) TO IDENTIFY THE MOST LINKED & SHARED

CONTENT IN EACH INTERNATIONAL MARKET & INDUSTRY

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USE BUZZSUMO, SOCIAL CRAWLYTICS & LINK EXPLORERS (OSE,

MAJESTICSEO & AHREFS) TO IDENTIFY THE MOST LINKED & SHARED

CONTENT IN EACH INTERNATIONAL MARKET & INDUSTRY

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USE FOLLOWERWONK, TOPSY & BUZZSUMO TO IDENTIFY LOCAL

INDUSTRY INFLUENCERS IN SOCIAL NETWORKS AND BUILD

RELATIONSHIPS WITH THEM

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USE FOLLOWERWONK, TOPSY & BUZZSUMO TO IDENTIFY LOCAL

INDUSTRY INFLUENCERS IN SOCIAL NETWORKS AND BUILD

RELATIONSHIPS WITH THEM

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NATIVE SUPPORT IS A MUST TO CONNECT WITH YOUR LOCAL AUDIENCE &

BECOME AN AUTHORITY, BEING A FOREIGN BRAND JUST REMEMBER TO

RESPECT LOCAL TRADITIONS TOO

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THE GOOD NEWS IS THAT NON-ENGLISH SPEAKING MARKETS ARE

USUALLY LESS COMPETITIVES, BUT LINK SPAM IS MORE COMMON BE

CAREFUL WITH HURTING YOUR OTHER SITE VERSIONS!

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Just two more resources to help you

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AN INTERNATIONAL SEO CHECKLIST

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http://moz.com/blog/the-international-seo-checklist

AN INTERNATIONAL SEO CHECKLIST

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AND A LIST WITH +40 INTERNATIONAL SEO TOOLS

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

AND A LIST WITH +40 INTERNATIONAL SEO TOOLS

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LET’S GO ABROAD

Now you’re ready to face these International SEO challenges

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THANK YOU

Do you have any questions?

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international seo at #searchlove by @aleyda from @woorankFIND HERE THE AWESOME TUBE MAP UNDER CREATIVE COMMONS

http://www.flickr.com/photos/anniemole/313981428/

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