Global SEO simplified by Eli Schwartz (SurveyMonkey)
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International SEO – Adobe AEM Multilingual Eli Schwartz October 8, 2015
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Transcript of Global SEO simplified by Eli Schwartz (SurveyMonkey)
International SEO – Adobe AEM MultilingualEli Schwartz
October 8, 2015
SurveyMonkey Is the World’s #1 Survey Platform
2
3MSurvey responses
are generated daily
17KNew sign-ups daily
90MUnique visitors
every month
“SurveyMonkey turns online
surveys into a hot business.”
“One of the hottest startups
to watch.”
Non-Profit27%
Personal1%
Education21%
Govt.9%
For-Profit42%
We Have 20+ Million Registered Users of All Types
99% of the Fortune 500
Get the Information You Need to Inform Key Decisions
Measures brand
perception to inform
marketing strategies
Understands shifting
customer tastes to guide
product development
Measures Net Promoter
Score to improve the flight
experience
Tracks satisfaction of
in-home service offerings
with customer surveys
Boosts employee
satisfaction with regular
surveys
Collects information from
site visitors to improve
sales materials
Improves product with
customer feedback
Collects employee
feedback to increase
training effectiveness
Understand Customers Understand Employees
Growth Is on a Global Scale
English
Português
TürkçeItaliano
Français
Dansk
Deutsch
Nederlands
Norsk Svenska
Suomi
Русский
Русский한국어
中文(繁體)
Español
SEO is a big part of any international
strategy
Internet growth around the world
Languages around the world
87%
13% English
(Primary & Secondary)
Everything
else
Google?
Bing? English is
only the 3rd
most popular
language
Massive disparity = Big opportunity
15x!
Most important thing you will ever hear
about Google and SEO
It’s all about intent!
USUK
How does google interpret queries?
Real world examples
Google is creepy
Global results you see are not real
Google is local
Results are local
But not necessarily outside of the USA
Indonesian
Results in
Malaysia
Capitalize on the opportunity
Digitize and Translate Everything
Translations must be in-text
Avoid Google Translate as your primary tool
But use it…Begrudgingly ..
Discover who else is REALLY ranking
…And copy them
Use local signals
No
Singapore
Shipping
• Keyword density
• Exact keyword matches
Pluralization
Synonyms
Phrase order matching
• Duplicate content
English
German
Same language different meanings: “Char”
Quebec France
It’s not just international: Pop vs Soda
Even within
one country
we have
different ways
of referring to
the same
exact thing
Don’t just translate
Some international keyword tools
A few more things
Links?
Don’t stop the roadmap for Mobile SEO
Transliterate your brand
Auto-targeting
• Leave an escape option if
the targeting is wrong
• Send users to an an actual
URL – don’t just proxy
content
• Googlebot will always be in
the US
• Ensure there are links for the
bot to find international
content
• ccTLD is the best but not popular
• Subdirectory is next best
• Avoid subdomains
Domain structure
Use surveys for quick local content & links
