Technical SEO Beyond the Audit - Brighton SEO April 2017 - Philip Gamble
Brighton SEO International Search - Four Pillars of Success
-
Upload
will-cecil -
Category
Marketing
-
view
6.689 -
download
1
Transcript of Brighton SEO International Search - Four Pillars of Success
![Page 1: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/1.jpg)
1
The Four Pillars of International Search Success
Will CecilSenior SEO ManagerAdapt Worldwide
![Page 2: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/2.jpg)
2
• Multilingual Full Service SEO Agency• 21 languages in house• Operate across 70 markets
![Page 3: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/3.jpg)
33
The FoundationsDo you really know where the opportunity is?
![Page 4: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/4.jpg)
44
The Foundations
![Page 5: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/5.jpg)
5
Internet Penetration In Emerging Markets
5
2013 2014 2015 201635
40
45
50
55
60
Internet Usage in Emerging Markets
*Pew Research Centre
![Page 6: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/6.jpg)
6
Smartphone Use In Emerging Markets
6
*Pew Research Centre
2013 2014 2015 201615
20
25
30
35
40
45
50
Smart Phone Use In Emerging Markets
![Page 7: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/7.jpg)
77
1% Rise Represents: 42M people
![Page 8: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/8.jpg)
88
$30 Trillion Opportunity
*Mckinsey & Co
![Page 9: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/9.jpg)
99
Where most people go wrong
Incorrect ISO codes
![Page 10: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/10.jpg)
1010
Where most people go wrong
Errors in content
creation & distribution
![Page 11: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/11.jpg)
1111
Where most people go wrong
Using pure machine translations
![Page 12: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/12.jpg)
1212
Where most people go wrong
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15
Organic visibility
UK HK FR
Underperforming in certain markets because of buy in & operational flaws
![Page 13: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/13.jpg)
1313
These problems can be broken down into 4 pillars
![Page 14: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/14.jpg)
1414
Technology
![Page 15: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/15.jpg)
1515
Operations
![Page 16: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/16.jpg)
1616
Content
![Page 17: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/17.jpg)
1717
Localisation
![Page 18: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/18.jpg)
1818
Tadaaaa!
![Page 19: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/19.jpg)
19
The RIGHT Technology is crucial for international search success
![Page 20: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/20.jpg)
20
SEO’s should get a huge say in technology…. Because?
![Page 21: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/21.jpg)
21
Share price closely correlates to SEO visibility
Jan-1
3
Mar-1
3
May-1
3Ju
l-13
Sep-1
3
Nov-13
Jan-
14
Mar-1
4
May-14
Jul-1
4
Sep-1
4
Nov-14
Jan-1
5
Mar-1
5
May-1
5Ju
l-15
Sep-15
Nov-15
Jan-1
6
Mar-1
60
10
20
30
40
50
60
0
5
10
15
20
25
30
Correlation between Yellow pages share price & organic visibility
Semrush Figure Stockprice
Date
Traf
fic in
M
Sha
re P
rice
in $
*Semrush US* Yahoo Finance
Correlation = 0.75
![Page 22: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/22.jpg)
22
*Semrush US* Yahoo Finance
![Page 23: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/23.jpg)
23
Here are some mistakes in action
![Page 24: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/24.jpg)
24
Thinking you’re too big to be affected
24
-$30M from neglecting a SEO recommendation & not investing in the technology to make the change possible
![Page 25: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/25.jpg)
25
Thinking cross market ranking isn’t a big issue
25
100,000 visitsLet’s assume you’re sending 100,000 visits to the wrong website over the course of a year because your French website ranks in Switzerland.
![Page 26: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/26.jpg)
26
Thinking cross market ranking isn’t a big issue
26
100,000 visits
80% of these people bounce & go elsewhere because the website isn’t fit for their market
80% bounce
![Page 27: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/27.jpg)
27
Thinking cross market ranking isn’t a big issue
27
100,000 visits
Now let’s assume the conversion rate & AOV of your CH site is 2% and £100
80% bounce
2%£100
![Page 28: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/28.jpg)
28
Thinking cross market ranking isn’t a big issue
28
Without even considering the missed opportunity from;
• Better quality signals• Local links/shares• Reviews
-£160,000 in revenue
![Page 29: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/29.jpg)
29
3 Key International SEO Tech Factors
Hreflang
Validate all reciprocal links
Validate all country-language ISO codes
Targeting
<link rel="alternate" hreflang="es" href="http://es.example.com/" />
• Language
• Language & Country
• Country
![Page 30: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/30.jpg)
30
3 Key International SEO Tech Factors
GWT
Set up profiles for each
cctld/subdomain/subdirectory and set country
targets
Targeting
![Page 31: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/31.jpg)
31
3 Key International SEO Tech Factors
Speed/Accessibility
Use a CDN
Account for exceptions e.g. China will require a cctld & local
host
Mobile first
Reduce page load times as much as possible
![Page 32: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/32.jpg)
32
3 Key International SEO Tech Factors
Structure
Language Country
Sub Directory
Sub Domains
Cc tld
Sub Directory
Sub Domains
Keep URL structure relational across markets
Don’t cross sub
directories with geo
targeted cctld
![Page 33: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/33.jpg)
33
If you have ever felt like…..
![Page 34: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/34.jpg)
34
![Page 35: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/35.jpg)
35
And this has happened…..
![Page 36: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/36.jpg)
36
![Page 37: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/37.jpg)
37
What do you need to do?
![Page 38: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/38.jpg)
38
Regular Audits
• Crawl Weekly
• Crawl Staging Environments Before Release
• Feedback to devs constantly!
• Log file analysis
• Global Ranking Reports
![Page 39: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/39.jpg)
39
Key area’s to look for changes in
• Cross Linking
• IA
• Meta Data
• Crawl Errors
• Alien rankings
If you’re using ccTLD’s
If you’re using sub directories & ccTLD’s
Create lost revenue attribution based on
the user behaviour of the traffic this brings
![Page 40: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/40.jpg)
40
Monitor Monitor Monitor
Custom Crawlers
Use monitoring tools to tell you what’s changed on a daily/weekly basis
Develop your own to suit your needs
![Page 41: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/41.jpg)
41
Not just on page, off page & analytics too!
Set up alerts in GA for traffic from alien geo’s
![Page 42: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/42.jpg)
42
Not just on page, off page & analytics too!
Monitor all your markets for sudden changes in links
![Page 43: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/43.jpg)
43
Become a Q&A dependant
Become a Q&A dependant
![Page 44: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/44.jpg)
44
Use Google Tag Manager
Implement Mark Up with JSON-LD
Track All on page interactions
Version Control
Use loads of pre built tags from industry leaders
Test tracking before going live
Apply schema to new local office pages set up in HK
Set up scroll tracking on your creative content in CH
Nothing beats a safety net
Roll out new optimizely tags in IE
Ensure data accuracy
![Page 45: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/45.jpg)
45
Make sure you’re using these useful tools
http://adaptworldwide.com/hreflang-checker
http://www.isearchfrom.com
![Page 46: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/46.jpg)
4646
Continuity: “The unbroken and consistent existence or operation of something over time.”
![Page 47: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/47.jpg)
4747
What is important within international SEO team operations?
![Page 48: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/48.jpg)
48
Scalability – Being able to roll out strategies to all
markets
Operational – Getting the most out of a
global team
Efficiency – making actionable change
quickly
![Page 49: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/49.jpg)
4949
![Page 50: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/50.jpg)
5050
Moving into or working across markets is challenging…
![Page 51: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/51.jpg)
5151
If you don’t have a process for everything you will fail!
![Page 52: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/52.jpg)
5252
“Hi Tom, can you do some keyword research in Latvia around search opportunities for televisions?”
![Page 53: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/53.jpg)
53
“Certainly, here it is”
53
No back translation
No categorisation No seasonality No current
situation
![Page 54: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/54.jpg)
5454
![Page 55: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/55.jpg)
55
Guidance is key
55
1. Create templates for all your processes2. Ensure you’ve got material to distribute as you grow into new
markets so that everyone is working to the same structure3. Standardise everything against an EN master
![Page 56: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/56.jpg)
56
Hint Use Screencasts
56
Two great apps
![Page 57: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/57.jpg)
57
Guidance is key
57
There is no “I” in SEO
![Page 58: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/58.jpg)
5858
PR
EventsProduct Leads
PPC
SEO needs to be friends with everyone
![Page 59: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/59.jpg)
5959
Share your success stories to get buy in
![Page 60: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/60.jpg)
6060
Get stuff done
![Page 61: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/61.jpg)
61
Empower your team
61
Bottleneck workflowsDon’t
Training Tools
![Page 62: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/62.jpg)
62
Improve your efficiency
62
1
2
3
Assess Throughput & Communication
Develop Team Strengths
Invest in tools and resources
![Page 63: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/63.jpg)
63
Key Takeaways
63
Create processes for everything
Use PM tools to measure workflow
Be scalable
Sharing is caring
![Page 64: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/64.jpg)
64
What happens when you get content wrong?
![Page 65: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/65.jpg)
65
Nothing
0 0 0 0
![Page 66: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/66.jpg)
66
One Glove Doesn’t Fit All - Trends
0
0.2
0.4
0.6
0.8
1
1.2
Relational Search Trends for Spiralizers
UK US
![Page 67: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/67.jpg)
67
It’s more than just keyword research
Market researchKeyword Research
• Keywords• Trends
• Keywords• Trends• Competitor performance• Content Type• Social Performance• Content length at page level
More Data = Better Decisions
![Page 68: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/68.jpg)
68
In facts let’s just call it localised market research
Tools/Calcula-
tors
Service/Products
Advice Industry News
Events Literature0
1000020000300004000050000600007000080000
UK
Industr
y News
Servic
es/P
roduc
ts
Advice
Tools/
Calcula
tors
Litera
ture
Events
0
4000
8000
12000
HK
Link
s
Shares Shares
Link
s
![Page 69: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/69.jpg)
69
Do keyword research as per usual
Do keyword research as usual
![Page 70: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/70.jpg)
70
And…
1) Extract top performing competitors & themes through:
![Page 71: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/71.jpg)
71
Add data layers
Extract Competitor data through Screaming Frog
Extract Competitor Share Data at a URL level through the shared count API & google docs
![Page 72: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/72.jpg)
72
You should forget the word translation
![Page 73: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/73.jpg)
73
Focus on 3 content funnels.
Localisation, transcreation – content creation
![Page 74: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/74.jpg)
74
Machine translation isn’t all bad but it has to needs to be edited and manually edited by local resource
![Page 75: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/75.jpg)
75
Use a Translation Memory
Reduced content costs long term
Faster translation time
Automated checks less errors
![Page 76: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/76.jpg)
76
What translation technology can you use?
Multilingual CMS Proxy solution Multilingual CMS with TM
AWW & easyling XTM Wordpress
& WPML
![Page 77: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/77.jpg)
77
Summary
International SEOTechnology
Operations
Content
Localisation
![Page 78: Brighton SEO International Search - Four Pillars of Success](https://reader033.fdocuments.in/reader033/viewer/2022061306/588606dc1a28ab0a3f8b695b/html5/thumbnails/78.jpg)
78