Establishing a Successful International Web Presence By Andy Atkins-Kruger and Aleyda Solis
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Transcript of Establishing a Successful International Web Presence By Andy Atkins-Kruger and Aleyda Solis
#SMX #XXA @SpeakerName
Using Search To Capture A Global Opportunity
SPEAKING IN TONGUES
#SMX #XXA @SpeakerNameUse Impact Visuals Above, Move Presentation Title As Needed
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BRIT MARRIED TO AUSTRIAN LIVING IN SITGES CATALONIA SPAIN
#SMX #XXA @andyatkinskruge
Use Impact Visuals Above, Move Presentation Title As Needed
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ENGLISH, GERMAN, FRENCH, SPANISH, CATALAN, ITALIAN, RUSSIAN & DUTCH
Who Are We?Team of native specialists ready to impress you with their local
knowledge and to help you grow internationally
Founded in 1997 and have since then been considered THE reference in terms of International Digital Marketing
What’s Unique About Us?Thought Leadership in International Online Marketing
Global Visibility Tool
24/7 Project Tracking
ROI by Region 40+ Languages
We offer 40+ Languages In-House, including 12 Languages in the Account Management Team.
#SMX #XXA @andyatkinskruge
- Brief Stats- What is Culture?- Obvious Cultural Pitfalls- Choosing strategies by Country SEO or Paid
Agenda - Andy
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- SEO Strategies- Targeting Countries vs. Languages- Selecting the Best Web Structure for your International Presence- Geo-targeting including HREFLANG- Choosing New Target Countries
Agenda - Aleyda
#SMX #XXA @andyatkinskruge
- Advertising Strategies inc PPC and Retargeting- Website CMS and Translation Technologies- Hosting and Speed Issues Internationally- International Agency Management- Reporting Internally
Agenda - Andy
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GOOGLE’S FRONTIER
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GROWTH LANDS
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CULTURE
“Culture Is TheCollective Programming
of The Mind”
Geert Hofstede
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Hofstede’s Cultural Dimensions
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Cultural Score Russia
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Russia v USA
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Russia v China
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WEBSITE DANGER ZONES
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IRRELEVANT TRANSLATION FORMS
PAYMENT METHODSFACES
Medicare
DEVICE
Source: thepaypers.com
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OBVIOUS PITFALLS TO AVOIDSTRATEGY - HOW TO CHOICES
#SMX #XXA @SpeakerNameDifferent Countries - Different Strategies
TITLE SLIDE ALTERNATIVE LAYOUT
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SEND IN THE PPC TANKS
#SMX #XXA @SpeakerNameFOLLOW-UP WITH ORGANIC BOOTS ON THE GROUND
#SMX #XXA @SpeakerNameFOLLOW-UP WITH ORGANIC BOOTS ON THE GROUND
LINKS? FIX THE LEAKS!
404S
REDIRECT LOOPS
SLOW PAGES
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FOCUS ON FEWER NEW MARKETS
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INTER-KEYWORD RELATIONSHIPS
100% 100%100%
EN DE FR CN
% SIMILARITY IN MEANING
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INTER-KEYWORD RELATIONSHIPS
100% 100%
EN DE FR CN
60%
40%
20%
40%
20%% SIMILARITY IN MEANING
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INTER-KEYWORD RELATIONSHIPS
100% 100%100%
EN DE FR CNTranslation
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INTER-KEYWORD RELATIONSHIPS
100% 100%
EN DE FR CN
60%
40%
20%
40%
20%% SIMILARITY IN MEANING
Translation
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NEVER EVER EVER, EVER TRANSLATE KEYWORDS
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@aleyda#InternationalSEO #12A
Establishing a Successful International Web Presence
SPEAKING IN TONGUES
@aleyda#SMX West @aleyda
Hello #SMXWest
#InternationalSEO #12A
@aleyda#SMX West @aleyda
I’m Aleyda Solis
#InternationalSEO #12A
@aleyda#SMX West @aleyda
ORAINTI.COM @ALEYDA FB.COM/ALEYDASEOTIPS/
I Do SEO
BITLY.COM/LIBROSEOALEYDA
I PublishI Share
I’m Aleyda Solis
#InternationalSEO #12A
@aleyda#SMX West @aleyda
I Blog I Speak I’m Featured
I’m Aleyda Solis
#InternationalSEO #12A
@aleyda#SMX West @aleyda
I help companies to connect with potential customers all over the world
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Expanding & diversifying traffic sources
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@aleyda#SMX West @aleyda
With a sustainable organic traffic growth
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@aleyda#SMX West @aleyda
Generating actual customers, conversions & profit from them
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Here’s how you can do it too!
Avoid targeting markets that are not profitable Select the best Web structure to target your international markets
Effectively geolocate & localize your Web presence
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Avoid targeting markets that are not profitable
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Identify which countries & languages are already bringing traffic & conversions
#InternationalSEO #12A
@aleyda#SMX West @aleyda
The ones where your competition & industry leaders are already profiting from
https://www.similarweb.com/
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@aleyda#SMX West @aleyda
Verify which are the countries with more organic search traffic potential in your industry
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Check the level of already existing organic search competition there
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@aleyda#SMX West @aleyda
Align this with your own multilingual & international operations capacity
Other Traffic Drivers
Used Search EnginesCompetitorsAuthority
Audience Search Behavior & interests
Organic Search Traffic Volume & Share
COUNTRY CURRENT ORGANIC SEARCH TRAFFIC
COMPETITION LEVEL SEARCH VOLUME OPPORTUNITY SEARCH TREND
IN MARKETSEARCH
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
Country & Language Operations Capacity
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Verify if there’s enough organic search traffic to compensate a profitable Web activity
Cost of international Web projectNumber of Conversions for a break-even Average conversion value=
No. of Conversions for Break-evenNumber of visits for a break-even Average Conversion Rate=
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@aleyda#SMX West @aleyda
Identify if you should language or country target firstIs location a factor that influence your Web operations?
Yes No
Is there enough traffic & conversions to target each country?
Language Targeting
Yes No
Country Targeting
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@aleyda#SMX West @aleyda
Like they have done
vs
Language TargetingCountry Targeting
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Use the International SEO ROI calculatorto facilitate this
http://www.aleydasolis.com/en/international-seo-tools/roi-calculator/
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@aleyda#SMX West @aleyda
Now you can decide which international search markets to target
>Your International traffic potential Visits & Conversions for a break-even
Yes No
Continue with the international Web & SEO project Might be too early
For most important countries
Buy & secure your ccTLDs for future activityCreate custom alerts
Create a pilot project prioritizing main pages
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Select the best Web structure to target your international markets
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Avoid using scripts or cookies showing your international Web versions with the same URLs
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@aleyda#SMX West @aleyda
As well as parameters for your international Web structure
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If you’re country targeting, select between ccTLDs, Subdirectories & SubdomainsccTLDs
www.yourbrand.eswww.yourbrand.es/categoria-a/
Sub-directoriesw/ gTLDs www.yourbrand.com/es-es/
www.yourbrand.com/es-es/categoria-a/
Sub-domainsw/ gTLDs es-es.yourbrand.com/
es-es.yourbrand.com/categoria-a/
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@aleyda#SMX West @aleyda
Each have pros & cons to country target
* Need less technical resources* Need less efforts to grow popularity* More chances to get all versions penalized if something goes bad* Need more efforts to geolocate
* Need more technical resources* Need more efforts to grow popularity* Better than sub-directories to organize larger & more complex sites* Need more efforts to geolocate
* Ideal alternative to geolocate if competition is not too high* Need more technical resources* Need more efforts to grow popularity with a new domain
ccTLDs
Sub-directoriesw/ gTLDs
Sub-domainsw/ gTLDs
#InternationalSEO #12A
@aleyda#SMX West @aleyda
If you’re language targeting, select between using subdirectories or subdomains
Sub-directorieswww.yourbrand.com
www.yourbrand.com/es/categoria-a/
Sub-domainses.yourbrand.com/
es.yourbrand.com/categoria-a/
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Which also have pros & cons to language target* Need less technical resources* Need less efforts to grow popularity* Generates a deeper url structure* More chances to get all versions penalized if something goes bad
* Need more technical resources* Need more efforts to grow popularity* Generates shorter URL structure which can be better for larger sites
Sub-directories
Sub-domains
#InternationalSEO #12A
@aleyda#SMX West @aleyda
It’s key to be consistent though and avoid mixing international Web structures
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@aleyda#SMX West @aleyda
Take into consideration that Google doesn’t support “continents” to geotarget
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Verify which Web structures are used by the top sites in the desired market
13 ccTLDsvs. 7gTLDs
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@aleyda#SMX West @aleyda
As well as those rankings for the potential top queries in that market
https://serpchecker.com/
7 ccTLDsvs. 2 gTLDs
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@aleyda#SMX West @aleyda
What’s the authority of those top ranking sites? Can you compete with a new ccTLD?
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@aleyda#SMX West
Yes
@aleyda
Choose your international Web structure accordinglyWhat’s your international target?
Country Language
Are your top competitors using ccTLDs? Yes
Is the domain authority of your competition higher & a concern?
Yes
Use ccTLDs
No
No
Use Geolocalized Sub-Directories
YesNo Do you need a flatter & more differentiated URL structure?
Use Sub-Directories
Is the domain authority of your competition higher & a concern?
Use Sub-Domains
No
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Effectively geolocate & localize your Web structure
#InternationalSEO #12A
@aleyda#SMX West #InternationalSEO #12A @aleyda
Avoid ranking with a non-relevant Web version in your international search results
com.au
com.au
com.au
com.au
com.au
com
@aleyda#SMX West #InternationalSEO #12A @aleyda
Not only with country versions, but also language ones that will cannibalize themselvesSearching from Google
Spain
@aleyda#SMX West @aleyda
Misaligned pages will have worse rankings, CTR, user experience and conversions
This happens with a UK ccTLD
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@aleyda#SMX West @aleyda
Check if you’re suffering from this already!
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Verify which domain extensions are treated as generic by Google to geolocate if needed
https://support.google.com/webmasters/answer/1347922
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@aleyda#SMX West @aleyda
Register & geolocate in GSC each sub-directory or sub-domain to country target
#InternationalSEO #12A
@aleyda#SMX West @aleyda
It’s better to avoid automatic redirects based on the IP location
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As you might assume too much and give a negative user experience
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Suggest the relevant international version instead
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Localize every aspect of your Web content & designURL
Meta DescriptionCurrency
Menu
Title
Images
H1
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Including the URLs
#InternationalSEO #12A
@aleyda#SMX West #InternationalSEO #12A @aleyda
Get native support to optimize the content using the relevant terms of the target markets
@aleyda#SMX West @aleyda
Remember that language might be the same but the terms could be different based on country
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Not only the content, but also the design; based on local preferences & culture
In Japan In the UK
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Indicate your international targeting with the meta & html lang tag
http://bit.ly/binglang
#InternationalSEO #12A
@aleyda#SMX West @aleyda
As well as specifying your pages language and country alternates with hreflang
bit.ly/hreflangannotations
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Every page should include its language & country target, and point to its other versions
English for the USDefault
Spanish for the US
English for the UK
<link rel="canonical" href="http://www.brand.com/dogs/“ /><link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ /><link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
<link rel="canonical" href=“http://www.brand.com/es/perros/“ /><link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ /><link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
brand.com/dogs/
brand.co.uk/dogs/
brand.com/es/perros/
English for the US
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<link rel="canonical" href=“http://www.brand.co.uk/dogs/“ /><link rel="alternate" hreflang=“en-us" href=“http://www.brand.com/dogs/“ />
<link rel="alternate" hreflang=“es-us" href=“http://www.brand.com/es/perros/“ /><link rel="alternate" hreflang=“en-gb" href=“http://www.brand.co.uk/dogs/“ />
@aleyda#SMX West @aleyda
Using ISO 639-1 values for languages and ISO 3166-1 for countries
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Without changing the canonical tags configuration
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You can add them in the HTML Head or in XML Sitemaps, as well as HTTP Headers
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Add them in XML Sitemaps in non-flexible sites with a high number of versions
Add them in HTML in sites with lower number of versions & coding flexibility
@aleyda#SMX West @aleyda
Start with only the necessary ones checking traffic misalignment if there are too many
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Beware of including incorrect hreflang values
hreflang="en-gb"
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Adding a country without a language, which is mandatory
hreflang="pt-br"
hreflang="en-ca"
Not supported
hreflang="es-mx"
hreflang="en-us"#InternationalSEO #12A
@aleyda#SMX West @aleyda
Using underscores instead of dashes to separate language & country values
hreflang=“fr-ca”
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Forgetting to self-refer by specifying the current URL in the hreflangs
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Not referring back at all from one language or country version to another
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Adding non-indexable, canonicalized, error, redirected or blocked URLs in hreflangs
#InternationalSEO #12A
@aleyda#SMX West @aleyda
It’s critical to avoid these errors so the hreflang tags are not ignored…
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Monitor the existence of these issues with the GSC International Targeting report
#InternationalSEO #12A
@aleyda#SMX West @aleyda
It specifies the type of error and the number of pages affected
#InternationalSEO #12A
@aleyda#SMX West @aleyda
As well as the URLs where these issues have been found
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Avoid these issues by generating correct annotations with the Hreflang Generator Tool
bit.ly/generatorhreflang
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Generating the XML sitemaps along hreflang tags with the hrefbuilder
hrefbuilder.com
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Validate the hreflang implementation using crawlers like Botify that supports it
#InternationalSEO #12A
@aleyda#SMX West @aleyda
With OnPage.org that allows to segment each international version issues
#InternationalSEO #12A
@aleyda#SMX West @aleyda
Or DeepCrawl that verifies hreflang implemented in XML sitemaps too
#InternationalSEO #12A
@aleyda#SMX West @aleyda
If you follow these generation & validation steps you’ll be able to specify them effectively
#InternationalSEO #12A
@aleyda#SMX West @aleyda
And grow your international search visibility with effectively geolocalized Web versions
#InternationalSEO #12A
@aleyda#SMX West @aleyda
That are also profitable :)
#InternationalSEO #12A
#SMX #XXA @SpeakerName
Using Search To Capture A Global Opportunity
SPEAKING IN TONGUES
Part 3
#SMX #XXA @SpeakerName
- Advertising Strategies inc PPC and Retargeting- Website CMS and Translation Technologies- Hosting and Speed Issues Internationally- International Agency Management- Reporting Internally
Agenda - Andy
#SMX #XXA @SpeakerName
RANKS CAN FOLLOW PPC SPEND
#SMX #XXA @SpeakerName
DON’T WASTE THE WATER - IT COSTS
TRANSLATION?
#SMX #XXA @andyatkinskruge
Translation WorkflowsMatter a Great Deal!
#SMX #XXA @SpeakerName
Social Media Collection
My Website.fr
Corporate - Translated
Corporate – Translation
Updates Local Team Fresh Marketing Content
Local User Generated
Content (Reviews)
Machine Translated
ContentSEO Content
SEO Content UpdatesInfographics
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Average Connection Speed
China Hosting Dilemma• Local hosting improves loading speed
• But it requires ICP license which is complicated
• CDN is not stable compared to local hosting
• Hosting in Hong Kong won’t offer the same speed
LOCAL HOSTING
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- Dedicated to working internationally- Have people on THEIR team who speak the language- Transparency- Not a translation agency trying to do search
What to look for in an agency?
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- It’s global and it’s complicated- Look for willingness to report each country and each division to each colleague with personalized reporting
Reporting?
cv cv
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44 LANGUAGES AND 85 COUNTRIES OF OPERATION - ALL IN-HOUSE
#SMX #XXA @SpeakerNameLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX