Post on 16-Apr-2017
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
taking your international seo to the next levelsucceeding abroad in competitive industries
SALUT PARIS
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
what? one does not simply extrapolate & “succeed” at international seo!
don’t fool yourself!
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
international seo is a bit like football
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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!
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
zalando.fr
google.be
COUNTRY MISALIGNMENT
ISSUES
take a look at this example
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
PIXMANIA.es
MEDIAMARKT.es
google.es
LOCALIZED, ALIGNED & POPULAR
AMAZON.es
here’s how to do it
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
to win in competitive international markets you need a FULL strategic approach
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
FROM an OPTIMIZED defense international web structure
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
to a proactive FORWARD INTERNATIONAL LINK BUILDING CAMPAIGN
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
PASSING BY AN EFFECTIVE midfield LOCALIZED & RELEVANT CONTENT
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
optimize your international web structure1
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
identify & validate your international web targeting: language vs. country
country targeting
chile
mexico
english
english
language targeting
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
here’s a country targeted website
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
and here’s a language targeted one
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
which criteria you should use to select your international targeting?
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
select the best web structure based on your international targeting
VS
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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.
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
AVOID SHOWING YOUR INTERNATIONAL CONTENT IN THE SAME URL, USING SCRIPTS
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
or using urls with parameters, leaving the urls in the initial language
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
optimize all of your web experience with the right language & terms
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
and remember to translate the urls
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
detect & recommend the appropriate version based on ip or browser language
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
always test interstitials & automatic redirects, to avoid crawling issues
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
and potentially assuming too much about the visitor
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
use screaming frog, deep crawl, strucr crawlers to check this
http://www.screamingfrog.co.uk/seo-spider/
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
AVOID RESULTS MISALIGNMENTS BY SpecifyING the language and country OF YOUR INTERNATIONAL WEB VERSIONS using hreflang annotations
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
but make sure to include the right language & country code to hreflang tags
http://nerdydata.com/
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
*OUCH* careful there!
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
refer to google’s specification when implementing the hreflang tags
https://support.google.com/webmasters/answer/189077?hl=en
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
use the hreflang tag generator tool and validator to verify them
http://www.internationalseomap.com/hreflang-tags-generator/
http://flang.dejanseo.com.au/
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
OR USE SEO CRAWLERS TO CHECK ITS USAGE TOO
http://www.screamingfrog.co.uk/seo-spider/
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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/
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
BY FOLLOWING THE PREVIOUS RECOMMENDATIONS YOU will minimize international search results alignment issues
http://semrush.com/
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
create localized, optimized content 2
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
remember that your international audience, although speaking the same language might not use the same terms
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
you can start by identifying the queries already giving you visibility from these international markets with your webmaster tools
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
expand and validate each of the keywords ideas, search volume and trend using keywords tools supporting international search
http://keywordtool.io/ http://semrush.com/
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
you should use the specifically relevant & popular terms in each international market to optimize your content otherwise you won’t be found
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
make sure that all of your content is also always aligned with the right international audience
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
*OUCH* careful there!
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
you’ll need native language support to succeed IN international seo
were you looking for a football player or it was a soccer one?
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
develop your international web popularity3
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
you should build links for your foreign markets and the best way to do it is by connecting, promoting and earning from your audience
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
identify who are your new competitors in each of your international markets, their behavior, current rankings & content offering
http://www.similarweb.com/
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
use similarweb and semrush to identify this data
http://www.semrush.com/
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
research the link popularity & sources of your international search competitors by using open site explorer and majesticseo
http://opensiteexplorer.org/
https://www.majesticseo.com/
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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/
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
verify which has been the most shared content from your competitors in social networks and who have shared them
https://socialcrawlytics.com/
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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/
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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/
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
start creating content (text, videos, offers) based on the identified patterns and promote it consistently with your influencers & community
http://www.socialseeder.com/
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
it’s about connecting with your audience! making the most out of their cultural characteristics & situation
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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…
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
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
#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!
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
merci! avez vous des questions?
#internationalseo at #SMXPARIS 2014 by @aleyda from @orainti
!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/
http://www.flickr.com/photos/bonitas/184002359/ https://www.flickr.com/photos/polubeda/6553513963/
Photos under creative commons
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https://www.flickr.com/photos/easportsfifa/6542872113/ https://www.flickr.com/photos/isobrown/6286522213/
https://www.flickr.com/photos/calciostreaming/11145523936/ https://www.flickr.com/photos/easportsfifa/6542872751/
https://www.flickr.com/photos/chiky/8050013841/ https://www.flickr.com/photos/s3a/5064562522/