Slide #SMXLMilan 2016 - International SEO (Real Cases Histories)

7-8-9NOVEMBRE2016

Gianluca [email protected]

TRUE INTERNATIONAL SEO STORIES

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#SMXL@gfiorelli1

For instance, it let you discover what scientists in Antarctica do in their spare time (spoiler: they

play chess online)#SMXL@gfiorelli1

But it also is a specialty, where many sites transform

opportunities in disasters

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“I cloned our English website for all the 164 nations recognized by the United

Nations.” #seohorrorstories

Big Brands (obviously)

have an international

marketing strategy#SMXL@gfiorelli1

However, also small local

business can take advantage

out of it#SMXL@gfiorelli1

BUSINESSFIRST#SMXL@gfiorelli1

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País Clics Idioma1 Idioma2 Idioma3

USA 128.193 En-US Es(menos del2%deltráficototal)

Pt(menos deun1%deltráficototal)

España 74.402 Es-ES En(un 6%deltráficototal) De(pocomásdeun1%deltráficototal)

UK 59.012 En-GB Es(menos de1%deltráficototal)

Pl(menos deun0,5%deltráficototal)

Argentina

55.979 Es En(un4,5%deltráficototal)

Ningúnotroidiomatiene%relevantes

Canadá 50.442 En Fr(un16%deltráficototal)


México 42.512 Es(un66%deltráficototal)

En(un 23%deltráficototal)

De(un1%deltráficototal)

Brasil 27.134 Pt-BR (un93%deltráficototal)

En(un 4%deltráficototal) Ningúnotroidiomatiene%relevantes

Alemania 24.940 De(un89%deltráficototal)

En(un 7%deltráficototal) It(un1,2%deltráficototal)

Italia 17.345 It(un94%deltráficototal)

En(un 3,3%deltráficototal)


Uruguay 15.248 Es(un97%deltráficototal)

En(un 2,7%deltráficototal)


Segmenting per country,

what language the users speak?(Google

Analytics –GSC)

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Segmenting per country, what language convert the most?

País Idioma1 Idioma2 Idioma3 Idioma4

USA en-US– 775 es– 7 en-GB– 4 es-ES– 2

España es– 305 es-ES-142 en-US- 45 es-419- 8

UK en-UK– 227 en-US– 186 de-DE– 1 -------------

Argentina es- 133 es-ES49 es-419- 36 es-AR– 24Canadá en-US– 45 en-CA– 6 en-GB– 3 -------------

México es– 93 es-419– 45 es-US– 38 es-MX– 31

Brasil pt-BR– 192 en-US– 22 es-419-1 es-es– 1

Alemania de-DE– 36 de– 27 en-US– 14 es-es– 2

Italia it– 43 it-IT– 42 en-US– 9 es-es– 1

Uruguay es– 14 es-ES– 3 es-UY– 1 -------------

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And what present the

best revenues?

País Idioma1 Idioma2 Idioma3 Idioma4

USA (1.385.775,72 €) en-US(1.359.926,34 €)

es– (6.229,05 €) es-ES(6.205,88 €) zh-CN(3.481,28 €)

México(1.778.485,76 €)

es(565.909,31 €) es-419(476.697,86 €) en-US(260.334,61 €) es-MX(162.270,08 €)

España(1.334.441,14 €)

es(676.281,67 €) es-ES(328.540,17 €) es-US(215.276,50 €) it-IT (33.470,47 €)

Brasil (840.190,23 €) pt-BR(741.223,57 €) en-US(89.979,58 €) es-es(5.503,26 €) es-PE(2.196,32 €)

UK(761.497,17 €) en-GB(402.178,24 €) en-US(357.687,08 €) de-de(1.631,84 €) ------------------

Argentina(634.201,04 €)

es(319.507,68€) es-ES(125.343,49€)

es-419(77.867,89 €)

en-US(59.175,35 €)

Francia(306.089,98 €)

fr-FR(189.308,14 €) fr(86.847,05 €) en-US(17.169,71 €) zh-CN(7.370,86 €)

Alemania(207.273,18 €)

de-de(101.878,18 €) de(63.663,17 €) en-US(15.539,07 €) sv-SV(9.467,64 €)

Italia (193.668,23 €) it(102.048,15 €) it-IT (72.198,16 €) en-US(10.845,29 €) es(7.619,68 €)

Canadá(103.357,81 €)

en-US(84.592,49 €) en-CA(11.075,60 €) en-GB(7.689,72 €) -------------------

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Why analyzing all these things?

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• To individuate priorities

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• To individuate priorities• To individuate waste

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• To individuate priorities• To individuate waste• To individuate

opportunities

FOR UNDERSTANDING

THE CAUSE OF INTERNATIONAL SEO

ISSUES

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RESULT

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RESULT• Google indexes only the

language versions targeting the USA

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RESULT• Google indexes only the

language versions targeting the USA

• Non USA users are frustrated

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SOLUTION?

A (creative) use of the Hreflang

markup

www.palladiumhotelgroup.com (302)www.palladiumhotelgroup.com/en/ (hreflang “x-default” y “en”)www.palladiumhotelgroup.com/es/ (hreflang “es”)www.palladiumhotelgroup.com/pt/ (hreflang “pt”)www.palladiumhotelgroup.com/de/ (hreflang “de”)www.palladiumhotelgroup.com/fr/ (hreflang “fr”)www.palladiumhotelgroup.com/it/ (hreflang “it”)www.palladiumhotelgroup.com/ru/ (hreflang “ru”)www.palladiumhotelgroup.com/en-US/ (hreflang “x-default” y “en-US)www.palladiumhotelgroup.com/es-US/ (hreflang “es”)www.palladiumhotelgroup.com/en-GB/ (hreflang “en-GB”)www.palladiumhotelgroup.com/es-ES/ (hreflang “es-ES”)www.palladiumhotelgroup.com/en-ES/ (hreflang “en-ES”)www.palladiumhotelgroup.com/pt-BR/ (hreflang “pt-BR”www.palladiumhotelgroup.com/en-BR/ (hreflang “en-BR”)www.palladiumhotelgroup.com/de-DE/ (hreflang “de-DE”www.palladiumhotelgroup.com/en-DE/ (hreflang “en-DE”)www.palladiumhotelgroup.com/fr-FR/ (hreflang “fr-FR”www.palladiumhotelgroup.com/en-FR/ (hreflang “en-FR”www.palladiumhotelgroup.com/it-IT/ (hreflang “it-IT”)www.palladiumhotelgroup.com/en-IT/ (hreflang “en-IT)www.palladiumhotelgroup.com/es-MX/ (hreflang “es-MX”)www.palladiumhotelgroup.com/en-MX/ (hreflang “en-MX”)

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BEWARE!!

en_US

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BEWARE!!

en_USen-US

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ATTENTI!!

en_UK

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BEWARE!!

en_UKen-GB

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WHY?In the 90% of

cases, the href of the hreflang is not a canonical URL

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SOLUTION?Before even

thinking about international

SEO…

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… audit your website and fix all the rel=“canonical” issues

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Pay attention to distractions

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Revise 302 + “hl” cookies

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Mobile Crawl First

is here

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SOLUTION?Revise &

implement hreflang in your

mobile website, if it’s the case

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Talking about Mobile and International SEO

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What’s the SiteSpeed per country?

#SMXL@gfiorelli1Revise, fix and go Cloud

For questions, write to [email protected]

Slide #SMXLMilan 2016 - International SEO (Real Cases Histories)

Marketing

Transcript of Slide #SMXLMilan 2016 - International SEO (Real Cases Histories)